[雙語(yǔ)翻譯]品牌外文翻譯--將公司品牌化作為競(jìng)爭(zhēng)力的一個(gè)因素——與工程管理的相關(guān)性

1、2550 英文單詞， 英文單詞，13000 英文字符，中文 英文字符，中文 4300 字文獻(xiàn)出處： 文獻(xiàn)出處：Melovi? B, Ishkov A, Romanovich M. Branding Companies as a Factor of Competitiveness-Relevance for the Engineering Management[J]. Procedia engineering, 2016, 165: 15

2、63-1567.Branding companies as a factor of competitiveness - relevance for the engineering managementBoban Melovi?, Alexander Ishkov , Marina RomanovichAbstractIn modern business conditions, brand represents a very import

3、ant source of corporative competitiveness and a power means of retaining existing customers and attracting the new ones. Business success is determined by good relations with customers, profitable in long term, which dir

4、ectly influences the profit increase. Buyers who identify the source of the product or producer with the brand, have by all means the benefits from brands. Creating the brands exactly represents one of ways of adding and

5、 realising special values of a product (service, organization etc). Brand does not only represent the object of sale, but also what that company does and what it is about, in fact! It is a significant part of the capital

6、 of the company which obtains power at the market and has a remarkable economic contribution. In one word, the issue of the brand is today the most significant function of the marketing, which cannot be born overnight, b

7、ut is a result of hard work, investing and time. Taking all this into consideration, this concept received increasing attention in the field of engineering management.Keywords: brand, brand management, competitiveness, c

8、ompany, engineering management1. The concept of brand - definition of brand and its roleBrand is defined in many different ways. The brand represents a group of elements (name, logo, symbol, design, and message) which id

9、entify and distinguish: organizations, products, services (as well as people, places and ideas) and made unique rational and emotional associations, beliefs and expectations of the buyers / consumers / users [1]. One of

10、the most acceptable definitions explains brand as “a collection of perceptions in the mind of a consumer” [2]. The brand is all that the consumers know or expect from a product/service. Apart from mentioned definitions o

11、f the brand, we must not forget that giving sensual experiences (sounds, colours, tastes, shapes, scents) to the buyers stimulate emotions and start the associations (mainly unconsciously and without control) which repre

12、sents a new essence of the brand concept.Modern market phenomena are so dynamic that we should get used to their continuous defining. As a support to the mentioned thesis, a fact can be given that the strongest professio

13、nal (scientific-competent) association for marketing AMA (American Marketing Association), although it comes to defining the term brand by brainstorming and iterative steps among the authorities from this field, it chang

14、es its definitions from time to time. Nowadays it became completely logical even for such a strong professional association. According to above mentioned, the AMA defines the brand as “a name, term, sign, symbol or desig

15、n, or just a combination of them, by which the goods or services of one merchant or a group of merchants are distinguished comparing to their rivals [1]. An opinion of one of the biggest authorities in this field, K.L. K

16、eller [3] is very interesting. He thinks that brand is created whenever a marketer creates a new name, logo or a symbol for a new product. All above mentioned, the author points out, are the elements of a brand.Exposed (

17、and other) definitions of the “brand” take into account a wide range of various services take over a dominant role, which start to be branded and promoted, but they cannot be applied on the same way as with products. The

18、 employees, i.e. those who represent the organization for consumers and buyers are the brand and the brand of the organization is being built based on them. Service branding is an excellent instrument of communication wi

19、th consumers which can transfer the message that, for example, certain service packages depending on the client’s wishes and needs are offered (each service package has its own name and it is recognizable). Examples of s

20、uccessful service branding would by all means be: German air company Lufthansa, Swiss insurance, Banca di Roma, Faculty of Economics Podgorica, etc.? Retailing shop – Even on this field brand has an important communicati

21、ve role because it should make the consumer interested and make him wish to buy exactly at that place, to satisfy his needs and expectations and form a loyal relationship with him. The most important contribution to crea

22、ting the “adventure of buying” on the level of retailing is offering sensual experiences. “In order to be special, brands require something more. They have to be “l(fā)oaded” so that they could give total sensual end emotion

23、al experience. In economic propaganda, visual product or service representing is not enough. It is worth money to include symbols and affect the hearing– either by music or strong words. For making the impression strong

24、er in total it is even better to act on other senses…” [4]: Examples of successful branding on this field would be: World chain of retailing De Spar, Swisslion sweet houses, Maxi supermarkets etc.? Person – Branding conc

25、ept is successfully applied to people, too in the way that certain people are being recognized based on unique image which can have both positive and negative conotation by the public. Applying the branding concept to pe

26、ople have sense especially when celebrities are concerned because they are constantly competing and fighting for acceptance and goodwill of the public. What is needed to point out is that a person as a brand should be di

27、stinguished from a person appointed and hired by a company to endorse a certain product, whose aim is impeling buying the product. (For example F. Totti – Vodafone, J. Aniston – Hineken etc). But, of course, personal bra

28、nd is easily transferred to the product brand which is connected even to the brand of whole nation (ex Ferrary's racing drive of Formula 1 – Michael Shumacher, Napoleon Bonaparta – France, John Kennedy – the USA, Ado

29、lf Hitler – Germany etc). Among a lot of world brands which are related to a person, we shall mention Madonna, David Beckam, Michaelangelo, Sofia Loren, Angelina Jollie ...? Organization – gives importance to the brand c

30、oncept and tries to form a unique image about itself in public through its programmes, activities, products etc. For the process of creating the corporate brand, public relations have a dominant role. Corporate brand rep

31、resents culture, system of values, people and strategies of the company to which it is related, so that it has a stron internal positive influence. Strong corporate brands can create “a sense of belonging” of the employe

32、es in a company and secure their positive attitudes towards the company itself and mutual goals. Significance of application of the brand concept was understood by both non – profit orjganizations, and those whose activ

33、ities are sports, arts and entertainment, and whose representing is not so necessary (UNICEF, football clubs Roma, Barselona, films Harry Potter, Terminator etc).? Place – Geographical location can also be branded, as we

34、ll as product/service, company or a person etc. The power of branding is to create awareness about the location in people's minds and to elicit positive, desired associations. Tourism development, doing business, mor