Question

求帮下面的中文翻译成英文！谢谢..要人工的..

5.2. Take a long-term perspective
Branding is an exercise in patience. Most brands take a long time to build, and a long time to die. Reviving a brand is also a long-term initiative, typically taking more than a year or two. This is a challenge in a corporate system which rewards managers based on short-term performance, often measured on a quarterly or annual basis. A long-term perspective is imperative, however, even if that means taking losses in the interim. This vision then has to be followed by a well-thought-out strategy, and its execution. The brand revitalization process can be kick-started by addressing the causes of the decline; understanding the brand's promise—and why it may have failed to maintain its relevance; adjusting this, if necessary; and educating the market about it.

When Blockbuster was under attack by Netflix it was easy to see that the movie rental industry environment had changed to a market that was relying increasingly on the Internet, and Blockbuster had to adjust to this in order to thrive in the market. This meant redefining its existing offering with a long-term perspective. Toward this end, Blockbuster closed unprofitable stores that were in close proximity to others. It then used its profitable physical store locations to benefit its Total Access online rental program, which had a more promising future. Total Access subscribers were given the option of either mailing back a rented movie, or dropping it off at the local store in return for a free movie rental. Blockbuster invested heavily in the program and saw favorable results: subscribers increased in number from approximately 3 million in 2006 to 4 million in 2007, although still trailing Netflix's subscriber base of about 7 million. The online program comprised 10.4% of Blockbuster's total movie rental revenue in 2007, compared to 4.9% in the prior year. Finally, the Total Access program also helped generate more cross-channel sales and increased store traffic (“Blockbuster Emphasizes,” n.d.).

Marketing research should be an integral part of this exercise to assess and track brand awareness and brand image, as suggested earlier. Nutri-Grain understood this and used research to reinforce its image as a maker “of healthy breakfast and snack foods” through brand extensions (including ginger and cappuccino flavored varieties), and by fortifying its breakfast cereal bars with calcium and vitamins, as well as zinc and iron (Keller, 1999, p. 103). Similarly, DeWalt studied its weaknesses, and successfully created an image of heavy duty tools for professionals. The brand manager of DeWalt affirmed that “Research was the primary tool used to revive the DeWalt brand” after it suffered years of neglect (S. Wiercinski, personal communication, November 2, 2005).

Answer 1

520。采取长远的视角

品牌是一个练习的耐心。大部分品牌花很长时间去建造,并且很长时间去死。复活一个品牌同时也是一个长期的主动性,通常以超过一年或两年。这是一个挑战是在企业系统基于短期业绩奖励管理者,经常测量季度或年度的基础。长远的视角是必要的,然而,即使那意味着以损失在过渡。这异象然后不得不随后深思熟虑战略,其执行。品牌振兴过程可以引起的原因,针对下降;了解该品牌的promise-and为什么它可能就无法维持其相关性,调整到此,如果必要,并教育市场。

当大片曾遭到Netflix,很容易看到这部电影出租行业市场环境已经发生了变化,那是一种日益依赖于网络,大片不得不调整到这个为了茁壮成长的市场。这意味着重新定义其现有的祭和同长远的视角。为达成此目标,大片的商店,关闭无用十分接近他人。然后,它用它的有利可图的位置,以利益实体商店在线租赁其总访问的程序,它有一个更加光明的未来。总接入用户有二种选择:要么邮寄回一个租来的电影,或把它关掉在当地的商店购物,以换取免费看一场电影出租。在这个项目上投入巨资一鸣惊人,看到有利的结果:在数字用户数增加了约300万到4万在2006年在2007年,虽然仍然落后Netflix的订户基地约70亿美元。在线程序组成的电影大片10.4%的租金收入总额在2007年相比,前一年的4.9%。最后,总访问项目也帮助产生更多商店销售和增加出发进行跨海峡交通(“一鸣惊人的强调,“n.d)。

营销研究应该不可分割的一部分,这个练习来评估和跟踪的品牌意识和品牌形象,正如前面提出的那样。理解这一点并使用Nutri-Grain研究以加强形象为标记“健康的早餐及休闲食品”通过品牌扩展(包括姜和卡布奇诺咖啡味的品种),并且由强化它的早餐麦片粥的酒吧与钙和维生素,以及锌和铁(·凯勒,1999年,p。103)。同样的,DeWalt探究其薄弱环节,成功地创造了一幅图像的工具,为专业人士重负荷。DeWalt品牌经理断言”研究的主要工具,被用来对重振DeWalt品牌”后,它遭受了几年来一直忽视的(S。Wiercinski、个人通信,11月2日,2005)。

Answer 2

520。 采取长远的视角
品牌是一个练习的耐心。大部分品牌花很长时间去建造,并且很长时间去死。复活一个品牌同时也是一个长期的主动性,通常以超过一年或两年。这是一个挑战是在企业系统基于短期业绩奖励管理者,经常测量季度或年度的基础。长远的视角是必要的,然而,即使那意味着以损失在过渡。这异象然后不得不随后深思熟虑战略,其执行。品牌振兴过程可以引起的原因,针对下降;了解该品牌的promise-and为什么它可能就无法维持其相关性,调整到此,如果必要,并教育市场。

很容易看到这部电影出租行业市场环境已经发生了变化,那是一种日益依赖于网络,大片不得不调整到这个为了茁壮成长的市场。这意味着重新定义其现有的祭和同长远的视角。为达成此目标,大片的商店,关闭无用十分接近他人。然后,它用它的有利可图的位置,以利益实体商店在线租赁其总访问的程序,它有一个更加光明的未来。总接入用户有二种选择:要么邮寄回一个租来的电影,或把它关掉在当地的商店购物,以换取免费看一场电影出租。在这个项目上投入巨资一鸣惊人,看到有利的结果:在数字用户数增加了约300万到4万在2006年在2007年,虽然仍然落后Netflix的订户基地约70亿美元。在线程序组成的电影大片10.4%的租金收入总额在2007年相比,前一年的4.9%。最后,总访问项目也帮助产生更多商店销售和增加出发进行跨海峡交通(“一鸣惊人的盈馀管理
望采纳！！

Answer 3

求帮下面的中文翻译成英文！谢谢..要人工的..
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