急求关于品牌文化的英文文献!

Brandculture

Brandcultureisacompanycultureinwhichemployeeslivetobrandvalues,tosolveproblemsandmakedecisionsinternally,anddeliverabrandedcustomerexperienceexternally.Itisthedesiredoutcomeofaninternalbranding,internalbrandalignmentoremployeeengagementeffortthatelevatesbeyondcommunicationsandtraining.

Brandingisusuallyassociatedwithexpensiveadvertisingcampaignsthatdrawarosypictureofagivencompany.Apicturethatcustomerscannotalwaysrecognizewhendealingwiththecompanyinreallife.

AtBrandcultureweintroduceamoresustainablewayofbranding.Webelievethatforabrandtobecredibleandprofitableinthelongrun,theremustbeconsistencyandauthenticityineverycontactinterface–fromadvertisingtostoredecoration,employeebehavioraswellasproductquality.That’swhywehelpcompaniesidentifyandremovethegapbetweenwhattheycommunicateandwhattheircustomersreallyexperience.

Thekeytosuccesfulbrandingliesinbuildingacompanyculturewhereeveryemployeefeelsandactslikeapassionatebrandambassadors.Wehavecreatedprocessesthathelpcompaniesinvolvetheiremployeesinthebrandbuildingprocess.

Theprocessofglobalizationisdemolishingthephysicalboundariesofthemarketsandfuellingcompetition.Nowbrands,result-orientedstrategiesandefficientcustomerrelationshipmanagementplayimportantroleinachievinganedgeovercompetitors.

Thecharismaofbrandscannotbeundermined.Someofthebrandshavebecome,moreorless,genericnames.TheseincludeFridge,Xerox,Insta,Dalda,SurfandLifebouy.Peopleusethesebrandnameswhenevertheywishtorefertotheactualproductevenifitcarriesadifferentname.ThewordFridgehasbecomeasynonymousforrefrigerator,Xeroxforphotocopy,Instaforcellularphone,Daldaforvanaspatighee,SurfforwashingpowderandLifebouyforcarbolicsoap.

Thebrandnamesassuretheusersofcertainqualitystandardsandconsistencyofquality.Atthesametimebrandloyaltygeneratesrepeatedsalesforthebrandowners.Theconfidencelevelisoftentotheextentthatconsumersevendonotknowthenameofmanufacturerorthecountrywheretheseproductshavebeenmanufactured.

Pakistancannotremainimmunetotheprocessofglobalization.Whileithastoopenthedomesticmarketfortheoverseassuppliers,Pakistanimanufacturersnotonlyhavetofacethecompetitioninthelocalmarketbutalsocompeteintheinternationalmarkets.Thebiggestchallengeisfortextilesandclothingsectorwhichhasbeensurvivingduetoquotaregime.SomeofthePakistanibrandsfromthesector,i.e.BonanzaandChenOnehavebecomeknowninglobalmarketsandmanymorenamesarepassingthroughtheprocessofrecognition.Therefore,byfollowingthefootprintsoftheleaders,othercanalsolettheworldknownabouttheirproducts.

Exploringtheinfluenceofbrandinginvariousindustriesisveryinterestingstory.Whilemostofthemarketeersaccepttheimportanceofbrandsincaseofconsumablesanddurables,evenagriculturalinputsarebeingsoldwithbrandnames.ThetwoexamplesareEngroandKissanurea.AsamajorityequityparticipantinFFC-Jordan,FaujiFertilizerpreferredtouseKissannameduetoitswidespreadbrandloyalty.

IntheconsumermarketthestrengthofbrandnameslikeSurf,Dalda,RobinBluearethestalwarts.Inurbanareasandincaseofbrand-loyalcustomerstheinsistenceofaconsumertobuyaproductisunderstandable.However,inruralareaswherepeoplecannotreadnames,theyidentifytheproductsbylogos.Someofthesebrandsareoftenconsideredasgenericnames.Thiskindofbrandloyaltyorassociationhasbeendevelopedduetoextensiveandintensivepromotionbythecompanies.Theimpactofbrandinfluencecanalsobegaugedbylubricantsbuyinghabitofdrivers.Nowtheyinsistofabrandratherthancompromisingonunbrandedlubricant.

Asregardsconsumerdurables,someofthebrandnameshavebeenimprintedinthememoriesofusers.ThesearePhilips,IBM,Intel,SonyandWaves.Consumersconsiderthesenamesasindustrybenchmark.Interestingly,IntelwasinitiallyamicroprocessormanufacturingcompanybutthenameIntelwas,andstill,consideredtobethebenchmarkforevaluatingtheperformanceofacomputer.TheotherinterestingexampleisSony.Theyarethepioneerofflatscreentechnology.Wegaistheirflatscreenmodelbutwhenpeoplegotopurchaseatelevision,theyinsistonSonyalthoughtheymeanaflatscreenmodelproducedbytheSonycompany.

TeeJayswasapioneerofbrandinginreadymadegarments.Whileithasnotbeenabletogetwiderecognitionatlocalanddomesticlevel,someothermanufacturershaveattainedsuchrecognition.TwosuchnamesareBonanzaandChenOne.WhileBonanzabecameknownduetoitsmassivemarketingandpromotion,ChenOnehasbecomeapickofthosewholovetobuyworldknownbrands.ThemanufacturersofChenOnebasedtheirmarketingstrategyonfourPs,product,price,promotionandplacement.

Theyrealizedtheimportanceofproductandproduceditemswhichwere,inway,inferiortothesomeoftheworldleadingbrands.Theyalsopricedtheproductsaccordinglyandusedmassiveadvertisingtoletthebuyersknowabouttheproducts.However,theywereverychoosyaboutplacement.Theydecidedtoselltheproductfromtheirownoutletswhicharelocatedintheareaswheretheresidentshavethecorrespondingpurchasingpower.LatelytheChenOneproductshavebeenmadeavailableintheMiddleEastmarket.Toconclude,itisenoughtosaythatunlesslocalmanufacturersestablishthecredibilityoftheirproductsbybrandingthemtheymaynotbeabletocompeteinthelocalmarketandmaintaintheirshareintheglobalmarkets.

还有一篇英文文献关于企业文化的，因为有图表就不粘贴过来了，你自己去看一下。

http://www.idbrands.com/brand_culture.htm