品牌战略的服装和纺织品市场【外文翻译】.doc

本科毕业论文(设计)
外文翻译
原文:
Brand Strategy in the Clothing and Textile Market
Essence of Brand
The constantly changing market poses new challenges to clothing enterprises, and the clients’ demands are also continually rising, and so it is necessary every now and again to offer them a higher added value. This added value is a properly planned brand strategy, the so-called branding.
A brand image is defined through its selected symbolic patterns. The most important among these are the brand’s name, logo, position of graphic elements and colours all associated with pany. It is crucial for a brand built on these elements to give a clear message to the customer about the kind pany he is dealing with, what its product is and who the clients are. All the prising a brand image have to be closely related to the idea and goals of pany. This certainly helps its positive identification, and as a result a strong and distinct image is created in the customers’ mind.
It is important that the customer’s mind should absorb and retain as much information about a brand as possible; some time later this is translated into the recognisability and prestige of a brand on the market. A brand product offers a sense of safety, and guarantees quality and reliability. Brand values are features that appeal to the emotional sphere of human perception.
Hence a brand is the most valuable asset of pany, and