企业品牌建设一个方法论.doc

毕业论文（设计）外文翻译 题　　目：　　　　　　　企业品牌建设初探　　　　　　　　　　　　　　　　　　 一、外文原文 标题：Corporate Brand Building: A Methodology 原文：BRAND BUILDING VS REPUTATION MANAGEMENT The author has always found the term reputation management a little limp. It does not pass the cocktail party test. If someone asked at the metaphoric cocktail party What do you do? The author would not imagine saying Oh ... I manage reputations. Put bluntly, as a client and not a consultant it would seem wasteful to pay good money for someone to manage my reputation. It sounds like something to be done for oneself-not left to some-one else. And it docs not sound espe-cially dynamic. On the other hand, paying someone to build my brand sounds altogether more energetic and useful. That is one of the reasons why the authors company evolved its strapline from PR solutions to marketing pro-blems to building corporate and pro-duct brands. The other is that it better expresses what the firm now does as a consultancy: corporate as well as mar-keting PR. The identity shift did, how-ever, present two problems. First, we did not want to alienate clients who did not see their organisa-tions as brands. Much of our business is in the public sector. We do not yet live in a world where government bodies see themselves as brands (although with the reinvention of the Labour Party it may only be a matter of time). Putting the corporate before product in the strap helped. The term product brand leads on to consumer PR, which is only part of our work. Secondly, it begged the question - if we are a brand-building PR firm, then how exactly do we build brands - especially corporate brands? We needed to package what we were already doing across the firm in differ-ent ways into a best practice methodol-ogy available to our staff. What follows is based on internal seminar presentations about this methodology. WHAT ARE BRANDS FOR? What job of work do brands do? David Ogilvy famously and suc-cinctly pointed to the power of emo-tion as the only sust