英语翻译2 The aforementioned examples illustrate that even well-known brands can decline as a result of a wide variety of factors.While the death of a brand typically receives a lot of attention,it is often preceded by a slow and debilitating dec

英语翻译2 The aforementioned examples illustrate that even well-known brands can decline as a result of a wide variety of factors.While the death of a brand typically receives a lot of attention,it is often preceded by a slow and debilitating dec
英语翻译
2 The aforementioned examples illustrate that even well-known brands can decline as a result of a wide variety of factors.While the death of a brand typically receives a lot of attention,it is often preceded by a slow and debilitating decline over a prolonged period (Semans,2004).The academic literature is particularly sparse in addressing this,and it is a perplexing issue for practitioners.To address the subject,we outline below the leading causes of brand decline.
4.2.2.Brand image
The image of a brand can change over time.It is important for a brand to maintain “strong,favorable,and unique brand associations” (Keller,1999,p.102).However,it is not uncommon to see an innovative brand losing its well-defined and focused image.Volkswagen's public relations manager summarized the brand's experience by admitting that Volkswagen “had failed in the past when we used marketing strategies or introduced new products that strayed from the company's image of being approachable,friendly,and a German brand” (T.Fouladpour,personal communication,October 20,2005).
Levi's is facing image problems of a different nature.Once a market leader in its category,the brand was synonymous with high-quality denim jeans.Over the years,however,the brand began to lose its image leadership as the jeans market moved toward new styles and consumers sought fashion expression beyond utilitarian clothing.Levi's failed to follow this shift in the denim market,and stuck to its classic image.In the mid-1990s,Levi's sales started declining sharply.In an attempt to stimulate sales by capitalizing on the brand's historic equity,it decided to sell its Signature brand through Wal-Mart at prices ranging from $18 to $24 a pair,about 35% less than Levi's most popular Red Tab jeans.This association with an arguably low-end retailer pushed the image further down-market.
To prevent such situations,companies need to monitor brand image and look for changes in consumer perceptions.Unlike (objective) awareness levels,though,image is more challenging and expensive to track,because of its inherently abstract nature.Unfortunately,this is also the facet of a brand's equity that is most likely to get hit in the case of a decline.Managers are advised to make an extra effort—especially if a brand seems to be in decline—to shore up the image if needed,instead of milking a weakening brand.Doing so could have helped Levi's avoid the situation it is in today.

英语翻译2 The aforementioned examples illustrate that even well-known brands can decline as a result of a wide variety of factors.While the death of a brand typically receives a lot of attention,it is often preceded by a slow and debilitating dec
2,上述例子说明,即使知名品牌可以拒绝作为一个各种因素的结果.而一个品牌的死亡通常会收到很多的关注,往往是前面有一个较长期（Semans,2004年）下降缓慢,衰弱.学术文献,特别是在解决这一稀疏,这是一个令人费解的从业者的问题.为了解决这个问题,我们列出了以下品牌衰落的主要原因.
4.2.2.品牌形象
一个品牌的形象随时间变化.这是很重要的一个品牌维护,Äústrong,有利,和独特的品牌联想,金（凯勒,1999年,第102页）.然而,这并非罕见看到一个创新的品牌失去其明确,重点突出的形象.大众汽车公司的公关经理总结承认品牌的经验,大众汽车,Äúhad在过去,我们使用的营销策略或介绍,从公司的平易近人,友好,和一个德国品牌,金（吨Fouladpour图像偏离新产品失败了,个人通信10月20日,2005）.
李维斯正面临着一个不同性质的形象问题.一旦在同类市场的领导者,品牌与高品质的牛仔裤的代名词.多年来,然而,品牌形象开始失去其领导的牛仔裤市场走向新的风格和消费者的追捧超越功利的服装时尚的表达.李维斯没有遵循这一市场变化的牛仔布,并坚持它的经典形象.在90年代中期,列维的销售开始急剧下降.在试图以刺激对品牌的历史资产资本化的销售,它决定出售从18美元至24美元一双,约35％,比列维上最流行的红色标签的牛仔裤少价格它通过沃尔玛的标志性品牌.这可以说是与低端零售商协会推图像进一步向下的市场.
为了防止这种情况,公司需要监控的品牌形象,并期待在消费者认知的变化.不像（目标）的认识水平,不过,图像更有挑战性和昂贵的追踪,因为其固有的抽象性质.不幸的是,这也是一个品牌的所有者权益中最有可能得到在一个下降的情况下打的一个方面.管理者应做出额外的努力,Äîespecially如果一个品牌似乎在下降,雅韦托图像如果需要,而不是削弱挤奶品牌.这样做能帮助列维的避免了它在今天的情况.