[雙語翻譯]品牌戰(zhàn)略外文翻譯--希臘葡萄酒公司的品牌戰(zhàn)略

1、5200 英文單詞， 英文單詞，2.8 萬英文字符，中文 萬英文字符，中文 9100 字文獻(xiàn)出處： 文獻(xiàn)出處：Vlachvei A, Notta O, Efterpi T. Branding Strategies in Greek Wine Firms[J]. Procedia Economics c) it helps to improve wineries’ image; d) it favors a differentiatio

2、n in consumer’s mind, through the intangible, emotional and symbolic meanings that buyers attach to the brand; and e) it makes the wine successful by blending all its constituent elements (product quality, price, promoti

3、on, packaging) in a unique and memorable way that appeal to the target customer. However, it has been argued that wine sector is a very difficult market place for brand differentiation, because of the presence of thousan

4、ds of brands and labels (Johnson and Bruwer, 2007). A wine brand is much more than a wine label. Also, the branding strategies in the wine sector historically tended to focus more on the characteristics or attributes of

5、the product (for example, country of origin, appellation, grape variety, the name of the producer) cases the PDO/PGI certification scheme is primarily a mechanism to protect national producer interests rather than a mark

6、eting tool (Ilbery and Kneafsey,2000). Durrieu (2008) summarized the three ways of defining the Regional Branding concept in case of French: geographical characteristics such as PDO and PGI, umbrella brand, that takes in

7、to account the interactions between individuals and collective reputation, and brand constellation, which is a combination of wine color, origin, vineyard, price, varietal names or combinations, winemaker and style have

8、on the buyer’s perception of the product. Dimara et al (2004), for Greece, argue that regional denomination certification can be considered either as a promotion or protection strategy from the producer’s point of view.

9、However, their results suggest that for most producers PDO certification is not evaluated as an important marketing indicator but as a protection strategy raising barriers to entry. Regional brand or “Brand Constellation

10、” combines the following cues used by the consumer: color of the wine, country or region of origin, vineyard, price including discounts, varietal names or combinations, winemaker(s) and style (Lockshin Van Ittersum et

11、al., 2007). Moreover, Van del Lans et al, (2001) pointed out that the success of a marketing strategy based on the region of origin crucially depends on consumer’s awareness and favorable image of the region. These findi

12、ngs are fully in line with findings from the country of origin and branding literature (Kotler and Gerner, 2004; Verlegh and Steenkamp, 1999). Accordingly, a marketing strategy based on regional certification labels rese

13、mbles a branding strategy in many aspects, particularly in terms of reputation building and promotional activities (Teubor, 2011).2.2. Packaging/LabelRundh (2005) stated that the structural changes in the European food i

14、ndustry require a need for competitiveness, where packaging can make a difference for many consumer products. Rocchi and Stefani (2005) found that individuals respond to wine packaging around two fundamental dimensions.

15、In the first dimension, consumers seem to be affected by the bottle’s shape, size and color, while in the second dimension they consider the dress of the bottle on the basis of other packaging elements, such as labels an

16、d capsules (Wansink, 1996; Wansink et al, 2005; Silayoi and Speece, 2007). Often associated with a brand, or used as a synonym for a brand, is the label on the wine bottle. Prompting the brand discourse is the label, as

17、the label is the tangible evidence of the brand. Along with the brand name, image, picture or logo, a label also provides a consumer with information about the style of wine (taste and aroma), a description of the wine,

18、wine and food pairing options, awards and medals won, the wine maker, the wine region, and vintage. Findings from Atkinson (1999) and Barber et al. (2006) indicate that the label factors into consumer decision making and