英语翻译4.2.2.Brand imageThe image of a brand can change over time.It is important for a brand to maintain “strong,favorable,and unique brand associations” (Keller,1999,p.102).However,it is not uncommon to see an innovative brand losing its w

英语翻译4.2.2.Brand imageThe image of a brand can change over time.It is important for a brand to maintain “strong,favorable,and unique brand associations” (Keller,1999,p.102).However,it is not uncommon to see an innovative brand losing its w
英语翻译
4.2.2.Brand image
The image of a brand can change over time.It is important for a brand to maintain “strong,favorable,and unique brand associations” (Keller,1999,p.102).However,it is not uncommon to see an innovative brand losing its well-defined and focused image.Volkswagen's public relations manager summarized the brand's experience by admitting that Volkswagen “had failed in the past when we used marketing strategies or introduced new products that strayed from the company's image of being approachable,friendly,and a German brand” (T.Fouladpour,personal communication,October 20,2005).
Levi's is facing image problems of a different nature.Once a market leader in its category,the brand was synonymous with high-quality denim jeans.Over the years,however,the brand began to lose its image leadership as the jeans market moved toward new styles and consumers sought fashion expression beyond utilitarian clothing.Levi's failed to follow this shift in the denim market,and stuck to its classic image.In the mid-1990s,Levi's sales started declining sharply.In an attempt to stimulate sales by capitalizing on the brand's historic equity,it decided to sell its Signature brand through Wal-Mart at prices ranging from $18 to $24 a pair,about 35% less than Levi's most popular Red Tab jeans.This association with an arguably low-end retailer pushed the image further down-market.
To prevent such situations,companies need to monitor brand image and look for changes in consumer perceptions.Unlike (objective) awareness levels,though,image is more challenging and expensive to track,because of its inherently abstract nature.Unfortunately,this is also the facet of a brand's equity that is most likely to get hit in the case of a decline.Managers are advised to make an extra effort—especially if a brand seems to be in decline—to shore up the image if needed,instead of milking a weakening brand.Doing so could have helped Levi's avoid the situation it is in today.
2 The aforementioned examples illustrate that even well-known brands can decline as a result of a wide variety of factors.While the death of a brand typically receives a lot of attention,it is often preceded by a slow and debilitating decline over a prolonged period (Semans,2004).The academic literature is particularly sparse in addressing this,and it is a perplexing issue for practitioners.To address the subject,we outline below the leading causes of brand decline.

英语翻译4.2.2.Brand imageThe image of a brand can change over time.It is important for a brand to maintain “strong,favorable,and unique brand associations” (Keller,1999,p.102).However,it is not uncommon to see an innovative brand losing its w
4.2.2.品牌形象
一个品牌的形象可以随着时间发生变化.它是重要为品牌维护“强、优惠、和独特的品牌联系”(·凯勒,1999年,p.第102章).然而,它并不经常看到一种创新的品牌失去其定义和专注的形象.综述了大众的公共关系经理品牌的经验承认大众”过去都失败了,当我们使用的营销策略或推出新产品,偏离了公司的形象被亲切、友好、和一个德国品牌”(T.Fouladpour、个人通讯、10月20日,2005).
(利瓦伊是面对不同性质的形象问题.一旦市场领导者的类别,品牌为优质棉布牛仔的代名词.在过去的几年里,然而,品牌便开始失去其形象的领导集体的牛仔裤市场走向新的风格和消费者寻求超越功利的服装时尚表达.利未的没有遵循这种转变牛仔市场;坚持它的经典形象.在mid-1990s开始下降的时候,利未的销售额急剧下降.为了刺激销售,占领了该品牌的历史性的股权,它决定出售其签名品牌通过沃尔玛在价格范围从$ 18到24美元,大约35%的一对少于利未最受欢迎的红头牛仔裤.本协会与一个可以说是低端零售商推动了图像进一步减少.
防止这样的情况下,公司需要监控的品牌形象和寻找改变消费者的看法.不像(客观)认知水平,虽然,图像更富有挑战性和昂贵的跟踪,因其固有的抽象的自然.不幸的是,这也对加索尔的品牌权益,但也很容易击中,在案件的下降.经理被建议做出额外的effort-especially如果一个品牌似乎都在decline-to支撑起的形象,如果需要,而不是挤奶弱化现象的品牌.这样做可以帮助避免了利未的情况下,它是在今天.
上述例子说明2甚至知名品牌可以减少由于多种因素的.而死亡的品牌通常会在很多人的注意,它往往是在一个缓慢和虚弱的下降(Semans长时间地,2004年).学术文献来解决这尤为稀疏,是一个复杂的问题,为医生.来解决这一课题,我们概述下面的主要原因,品牌衰落