Question

我的英文文献,哪位高手帮我翻译一下.!!!!!!!!!!!!要专业点!!!!!!!!!!!!!!!!!!

What Is a Global Brand?
A global brand is one that is basically the same product or service everywhere with only minor variations(as Coca-Cola and Guinness),has the same brand essence,identity and values(as McDonald’s and Sony),use the same strategic principles and positioning(as Gillette),and employs the same marketing mix as far as possible.
Brands sold in many countries but not globally are known as international brands.These range from those that are standardized across a region(but vary from region to region),to those that are different in every market in which they compete.
There is a grey area between global and international brands,but this hardly matters;in the real world,definitions are unimportant compared with strategic intent and detailed
implementation.What matters is what the firm trying to do and how well it does it.
In this thesis,global brands and international brands are not strictly differentiated.
Why Going Global?
As competition both at home and abroad gets increasingly tense,as product types increase and products become more and more homogeneous,the ability to build global brands has actually been important condition to establish sustainable competitive advantages,and modern businesses must go global,must regard themselves as a global operator in order to maintain sustainable competitive advantages.To participate in international competition, Chinese firms must own global brands and obtain market shares in the advanced markets such as America,Europe etc.So,global branding is of great significance.Generally speaking, global branding has the following advantages.
1.Economies of Scale in Production and Distribution
From a supply-side or cost perspective,the primary advantage of global branding is the manufacturing efficiencies and lower costs that derive from higher volumes in production and distribution.The more that strong experience curve effects exist(such that the cost of marketing a product declines sharply with increases in cumulative production),the more economies of scale in production and distribution will be realized from a global brand.
2.Lower Marketing Costs
Another set of cost advantages can be realized from uniformity in packaging,advertising, promotion,and other marketing communication activities.In particular,the more uniform the branding strategy adopted across countries,the more potential cost savings prevail.Therefore, a global branding strategy is perhaps the most efficient means of spreading marketing costs across both products and countries.
3.Profit Opportunities
If successful brands cannot be transferred rapidly to as many markets as possible,profit opportunities are forgone.Procter&Gamble found that,without central control,some successful brands were not introduced into major European markets for up to 12 years after their initial launch.In addition,the first mover advantage may also be lost,leaving the firm playing catch-up in too many important countries.

Answer 1

什么是全球品牌？
全球品牌是在所有地区提供基本相同或只有细微差别的产品和服务（如可口可乐和GUINESS），保有同样的品牌品质、特征和价值。（如麦当劳和索尼），实施同一战略方针和资源配置（如。。。），而且尽可能实施同样的销售组合方案。

如果一个品牌没达到全球化而是在一些国家销售，则被称为国际品牌。这些品牌既包含了标准的跨区域品牌也包括在每个不同市场。。。。。在全球和国际品牌之间性质有些模糊，但这并不重要，在现实世界中，定义并不重要，重要的是其战略目标及其具体的实施，重要的是企业要做些什么，收效如何。

在这篇论文里，全球品牌和国际品牌并没有严格的区分。

为什么要全球化？

随着国内外的市场竞争越发激烈，产品的种类不断增加，产品变得越来越相似，企业开拓全球品牌的能力实际上是创造一个足够的竞争优势，现代商业必须走向全球化，必须把自己看成是一个全球化的运营商来保证拥有这个竞争优势。参与到国际竞争中，中国的企业必须拥有自己的全球品牌来赢取发达国家（比如美国、欧洲等）的市场份额。所以品牌全球化具有重大意义。

品牌全球化有如下优势：
1． 生产和分配的规模经济。
从供应方面或成本考虑，品牌全球化最主要的优势就是由规模生产和资源配置带来的生产效率的提高和成本的降低…..经验曲线效应的变化越大（例如产品投入市场的成本会因累积产品的增多而大副降低），品牌全球化实现规模经济和资源配置的效果越好。
2． 降低营销成本
另外一系列的成本优势如包装、广告、宣传以及其它营销活动也可通过品牌全球化实现。尤其是，在国与国之间实施的品牌战略越统一，潜在的成本就会节约的越多。因此，品牌全球化战略也许是分散营销成本最有效的手段，无论是产品还是国家。
3． 利润时机
如果一个成功的品牌不能尽快打开全球市场的话就会错失良机。P—G公司发现，如果没有核心的管理，一些知名的品牌在进入市场的12年后才进入主要的欧洲市场，并且还会错失先机，让公司在很多重要的国家里继续相互追赶。

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Answer 2

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Answer 3

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