Question

高分悬赏 在线急等 英译汉 请勿直接软件翻译

The total approach
Brand management starts with understanding what 'brand' really means. This starts with the leaders of the company who define the brand and control its management. It also reaches all the way down the company and especially to the people who interface with customers or who create the products which customers use.

Brand management performed to its full extent means starting and ending the management of the whole company through the brand. It is simply far too important to leave to the marketing department. The CEO should be (and, in fact, always is) the brand leader of the company.

Creating the promise
Creating the promise means defining the brand. A good brand promise is memorable and desirable. It cannot be effective if nobody remembers it, and is no good either if nobody wants it!

A good brand promise evokes feelings, because feelings drive actions. Volvo offers feelings of safety. Mustang offers feelings of excitement.

The promise must be unique and identified with you alone. Within an industry, promises can be very close, but if you want any hope of success, you must stake out the very specific territory of your promise and know clearly how it is different from the promises of other firms.

The right promise is not just something you make up on a Friday afternoon. It comes through a deep understanding of your marketplace and your customers. It also comes from a deep understanding of the capabilities and motivations of the people in your company. Creating a promise you cannot consistently keep, year after year, is plain suicide.

Making the promise
Once you have created the promise, the next (and not so trivial) step is to somehow inject it into the minds of your customers, your staff and everyone who receives anything from you or has any impact on what you deliver.

This is where marketing people come into their own. Although it is still not their sole preserve, a large part of marketing, which includes advertising and PR, is about positioning the company and its products in the minds of customers and against your competitors.

Keeping the promise
Ah, now. Creating and making the right promise is one thing, but then you have to keep it. If you do not, you brand will still exist, but now the promise will be of slipshod products and inconsistent delivery.

Keeping promises means managing capability. It means consistent processes that are capable of delivering what is required. It means technology and systems which are reliable and usable. It means motivated people who are willing and able to deliver the goods.

Answer 1

总的做法
品牌管理开始了解什么品牌'的真正意义。这将启动与领导人，该公司谁界定的品牌和控制其管理。它也达到所有的方式下跌，该公司尤其是向人民负责谁的界面与客户或谁创造的产品，客户使用。

品牌管理的表现充分发挥其程度的手段，开始和结束的管理整个公司通过品牌。简直是太重要的离开，以营销部门。行政总裁应（和，事实上，始终是）品牌的领袖公司。

创造的承诺
创造的承诺，意味着要定义品牌。一个良好的品牌承诺，是值得纪念的和可取的。它不能有效的，如果没有人记得它，是没有好处，如果没有人愿意！

一个良好的品牌承诺，使人的感情，因为感情的驱动器的行动。 Volvo所提供的感情安全。野马提供心情复杂，既兴奋。

承诺必须是独一无二的，并确定了与你单独。一个产业，承诺可以非常密切，但是如果您想要任何成功的希望，您必须股份出非常具体的领土您的承诺，清楚知道它是如何从不同的承诺，其他公司。

权利的承诺，不仅是你弥补在一个星期五下午。它通过一个深入了解您的市场和您的客户。它也来自一个深刻的认识能力和动机的人在你的公司。创造一个承诺，你不能始终保持，年复一年，是平原自杀。

作出承诺
一旦您已经创建了承诺，明年（而不是使小事）的步骤是有点注入到头脑，您的客户，您的工作人员和大家谁收到任何由您或有任何的影响是什么，你提供。

这是营销人来到自己。虽然它仍然不是他们唯一的保存，很大一部分市场营销，其中包括广告和公关，是关于定位该公司及其产品在人的头脑中的客户和对你的竞争对手。

履行诺言
啊，现在。创造并作出正确的承诺是一回事，但那样的话你要保持它。如果不这样做，你的品牌将依然存在，但现在的承诺，将产品的粗疏和不一致的交付。

守信用的手段管理能力。这意味着一致的过程，能够提供什么是必需的。它意味着技术和系统是可靠和实用。这意味着动机的人，谁愿意和能够交付货物。