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1、毕业论毕业论文（文（设计设计）外文翻）外文翻译译Managing Brands for the Long RunRevitalizing BrandsSometimes even the best-designed and implemented brand reinforcement strategies may fail. As noted above, changes in consumer tastes and preferences, the emergence of new competitors or new technology, or any new development
2、in the marketing environment could potentially have a profound effect on the fortunes of a brand. In virtually every product category, there are examples of once prominent and admired brands that have fallen on hard times or, in some cases, completely disappeared. Nevertheless, a number of these bra
3、ndssuch as Harley-Davidson, Mountain Dew, and Chryslerhave managed to make impressive comebacks in recent years as marketers have breathed new life into their customer franchises.To revive their fortunes, brands sometimes have had to“ return to their roots“ to recapture lost sources of equity. Adida
4、s, once the standard of athletic footwear, saw its leading market position overtaken by rivals Nike and Reebok as the company became mired in out-dated business practices and internal squabbles. New management,headed by a former chief executive at Saatchiand2. reminders to consumers to actually use
5、the brand as dose as possible to those situations.For many brands,increasing usage may be as simple as improving top -of-mind awareness through reminder advertising .In other cases,more creative types of retrieval cues may be necessary.These reminders may be critical as consumers often adopt“functio
6、nal fixedness“with a brand such that it can be easily ignored in non-traditional consumption settings. Increased usage applications may also require more than just new ad campaigns. Often,increased usage can arise from new packaging.Maxwell House Filter Pack Singles and Folgers Coffee Singles were b
7、oth an attempt to accommodate consumersdesires to drink ground roast coffee without brewing an entire pot.Another potential opportunity to increase frequency of use is when consumers perceptions of their usage differs from the reality of their usage.For many products with relatively short life spans
8、,consumers may fail to replace the product in a timely manner because of a tendency to underestimate the length of productive usage.One strategy to speed up product replacement is to tie the act of replacing the product to a certain holiday,event,or time of year.For example,several brands have run p
9、romotions tied in with the spring-time switch to daylight savings time .Another strategy might be to provide consumers with better information as to either when the product was first used or the current level of product performance.For example,batteries now offer built-in gauges that show how much p
10、ower they have left.Finally,perhaps the simplest way to increase usage is when actual usage of a product is less than the optimal or recommended usage.In this case,consumers must be persuaded of the merits of more regular usage,and any potential hurdles to increased usage must be overcome.In terms o
11、f the latter,product designs and packaging can make the product more convenient and easier to use.“For example,a shampoo designed to be gentle enough for daily use may alleviate concerns from those consumers who believe that frequent hair-washing is undesirable,thereby eliminating their tendency to
12、conserve the amount of product they use.Improving Brand ImageAlthough changes in brand awareness are probably the easiest means of creating new sources of brand equity,more fundamental changes are often necessary.A new marketing program may be necessary to improve the strength, favorability,and uniq
13、ueness of brand associations making up the brand image. As part of this repositioningor recommitment to the existing positioningany positive associations that have faded may need to be bolstered,any negative associations that have been created may have to be neutralized,and additional positive assoc
14、iations may have to be created.In some cases,repositioning the brand requires establishing more compelling points-of-difference to better differentiate the brand.Other times a brand needs to be repositioned to establish a point-of-parity on some key image dimensions to“break even“with respect to oth
15、er brands.For example,a common problem for established,mature brands is that they must be made more contemporary by creating relevant usage situations,a more contemporary user profile,or a more modern brand personality.Heritage brands that have been around for years may be seen as trustworthy but al
16、so as boring,uninteresting, and not that likable.Updating a brand may involve some combination of new products,new advertising,new promotions,and new packaging.Sometimes negative product-related associations emerge because of changes in consumer tastes.Del Monte found that their sales steadily declined after a peak in 1969.Even worse,their loyal buyers were aging(the typical buyer was a female over the age of 55)and were not being replaced by younger ones.The problem was that younger c
