如何应对品牌老化[文献翻译]-其他专业

毕业论文（设计）外文翻译标题：How To Cope With Aging Brands原文：Individual brands, or even whole categories, that wer

毕业论文（设计）外文翻译 HowToCopeWithAgingBrands 标题： Individualbrands,orevenwholecategories,thatwereonceimportant 原文： foraparticularconsumersegment,becomeirrelevantassocietyevolvesand tasteschange. Inthepast,oneofthemostcommonsituationsinwhich“brandsaged badly”revolvedaroundstrongassociationswithnationalpride.Manybrands, suchasUSautomakersFordandGM,oncesuccessfullyownedthisspace. Overtime,however,thekindofbrandattributesthattheywereassociatedwith losttheirimportanceaspurchasedrivers.Thiswasduetoadiversesetof realities.MorerelevantattributesemergedsuchastheriseoftheJapanese manufacturerToyota’sreputationforqualityintheUS,thelackofrelevancein nationalpridetonewgenerationsofconsumersandeventheemergenceofa “global”mindsetinwhichconsumerswerewillingtotrynewthingsfromother markets. Theriseofnewgenerationsofconsumers—withnewideasandevolving needsandwants—meantthatalthoughtheselegacynationalprideassociated brandsretainedtheirdistinguishingcharacteristicsfromtheircompetitors,their attributeswerenolongerrelevant. ThissituationhasbeenfacedbyalotofEuropeanbrandsincategoriessuch asretail,airtravel,telecommunications,andmanyothersinwhichstrong brandsdifferentiatedthemselvesbyemphasizingtheiroriginandroots:brands likeFranceTelecom,BritishAirways,orMarks&Spencer. AcurrentexampleofthissituationisobservedatWaitrose,theupscaleUK groceryretailer.Withthecreditcrunch,mainstreamconsumersegmentsare movingawayfrompremiumpriceproductsastheyrecognizethatacceptable qualityexistselsewhere.Theethicaland“Britishgrown”partoftheequityof Waitroseisnotrelevantenoughtoconsumers,whoareswitchingtocheaper andevento“foreign”brandssuchastheEuropeanharddiscountretailers,Aldi