品牌战略：企业战略的核心外文翻译.doc

本科毕业设计（论文） 外 文 翻 译 原文： Brand strategy: enterprise strategy core At present, a new theory in the United States and other western developed countries is popular, this theory is the senior brand management - practice and case analysis, the author of the Temporal Pual of the brand drive management strategy theory. Pual Temporal think: enlightened company has impressed brand concepts exist only in consumer heart, no promise of consumer psychology, the brand is just company or product names or service form to stop, consumer created brand, consumers have brand. Brand drive management strategy theory revolutionized the enterprise management strategy mode, advocate using brand vision instead of vision, with brand strategy guide management strategy, brand shaping was raised by enterprise manages the highest position. At present many well-known enterprises start first planning brand vision and mission, and to promote the management of the enterprise strategy and business activities. The author thought, brand drive management strategy theory can in the United States and other western developed countries is popular, is the necessity of developing market economy, along with market competition becomes increasingly homogeneity, brand strategy will become the core of enterprise strategy. Todays market economy, consumer is the true master of market, and any enterprise strategy if not for the center with consumer words, it is possible from actual market, it may eventually be consumer abandoned. Consumers in the market is concerned, purchase brand, as long as brand bring to consumer expectations and functions of emotion interests, they will be satisfied, they dont care brand backside of enterprises. For example, many consumers are not know radar, longines has is SMH company leading brands and didnt understand from yums KFC, pizza hut, however this door group did not affect these brand thorough popular feeling. Because consumers in the market chase is a brand, so enterprise operatin