外文翻译--中小企业品牌建设和管理：探测研究(编辑修改稿)

外文翻译--中小企业品牌建设和管理：探测研究(编辑修改稿)内容摘要：

is a differentiating factor between SMEs and LOs brand management. The evaluation of brand strategies may be a problem for SMEs. Brand strategies. Multinational corporations seem to follow the practice of having multiple brands in a single depth of their branding strategy (nature and number of brands marketed) is the main aspect managers focus on when designing their optimal brand portfolio to maximize market coverage and minimize brand overlap. In their internationalization process, several strategies can be used by large panies: cultivate established local brands, use global concepts and local adaptations, create new brands, purchase local brands and internationalize, or develop brand extensions. Whatever the strategy adopted, the brand portfolio of the pany will be judged on its ability to maximize brand equity. Therefore, the key to successful international branding lies in a wellorchestrated brand strategy that is reasonably global in terms of both its content and consumer recognition, or that may use different brands but coordinate them internationally to minimize conflict between their images and positioning. Marketing mix. For SMEs, as well as for LOs, consistency in munication and coherence between organizational and brand values are the messages that are found in most studies (Krake, 2020。 Keller, 1993。 Madhavaram et al., 2020). LOs show increasing interest in standardized branding leading to a standardization of marketing programs (Yip, 1997). They seem to pete more on brands than on products. Positioning is, therefore, a key element and relies heavily on selected munication strategies, which mainly differentiates LOs and SMEs in their marketing mix management. For LOs, integrated marketing munication is considered a critical ponent of the brand equity strategy. Effective munications are a good means to develop brand awareness and a positive brand image that will contribute to brand knowledge formation, and lead to the differentiated responses that constitute brand to Keller (1993), munications can lead to strong brand equity only if the brand identities are well integrated into the firm’ s overall marketing programs, such as product, price, advertizing, promotion and distribution decisions. Firms with a brand identityoriented culture will be better at integrating their marketing munications. In the few papers studying brand management in SMEs, the product was an integral part of the brand. Wong and Merrilees talked about brand “ distinctiveness” and posited that this can be achieved through the development of “ distinctive products/services or any other marketing activities (such as distribution)” . Born global SMEs generally lack the resources for intensive marketing and brand building and differentiate themselves through product innovation. Other marketing aspects are creative marketing programs to support both brand awareness and brand image: “ Added value can be achieved through one or a number of activities, including product, packaging, delivery/distribution, sales, advertizing and customer service” Product innovation. In the sampled firms, several incremental as well as more radical innovations were based on the product itself to add value to the total offering. Laboratoires Asepta Monaco, for instance, added credibility to。