英语翻译1.Revival of a dead brandWhile the “death” of a brand is

英语翻译
1.Revival of a dead brand
While the “death” of a brand is a complex and sometimes controversial issue,there is ample evidence to show that neither the lifespan of a brand nor its ultimate destiny is predetermined.In fact,brand decline is a reversible process.Consider Harley-Davidson,which during its lifetime suffered a significant decline and has since been recently revived.In the early days of the post-World War II period,the brand gained popularity as its motorcycles became known for their unique designs and engineering (Wells,2001).After decades of market dominance,the brand started bleeding in the early 1970s upon the advent of smaller Japanese motorbikes,which created a dent in the brand's sales.To counter this action,Harley-Davidson created its own line of smaller vehicles; unfortunately,these were perceived by loyal Harley customers to be of poor quality,and sales continued to drop.The company was soon facing huge financial losses,and it looked like death was certain for the brand (“Harley-Davidson,” n.d.).Rather than throw in the towel,however,Harley decided to make a significant investment in its quality and distinctive styling.As a result,it is now once again a well-known and revered American brand.
Reviving a brand is not just feasible; it may very well be a more attractive strategy than launching a new brand.As Aaker (1991) pointed out,“the revitalization of a brand is usually less costly and risky than introducing a new brand,which can cost tens of millions and will more likely fail than succeed” (p.242).Sometimes dying or dead brands may still have significant brand equity in terms of high brand awareness and a strong brand image.It was this thinking that motivated Ford's effort to revive the Taurus brand,the brand's equity being the driving force behind this decision.Ford realized that instead of trying to use another brand name that meant little to the market,it would be better off utilizing the Taurus brand name,which had 90% name recognition and a positive image (Kiley,2007).Thus,shortly after its death,the Taurus was reborn.
In this article we highlight some examples of brand decline,investigate leading causes of brand decline,identify signs that are precursors to impending decline,and suggest guidelines to revitalize brands.To accomplish this,we reviewed the academic literature and trade publications on this topic,examined case studies of brands that died or were revitalized,and conducted in-depth interviews with practitioners who were knowledgeable about these brands.

复兴死人的品牌
而“死亡”的品牌是一个复杂的、有时颇有争议的问题,有充分的证据表明,两个品牌的寿命也其最终的命运是注定的.事实上,品牌衰落是一种可逆性的过程.哈雷戴维森摩托车,考虑在其生命周期中遭受了重大的下降,自那以后在最近就好多了.在早期的第二战以后形成的时期,品牌流行作为其摩托车闻名他们独特的设计和工程(井,2001年).经过几十年的市场垄断,品牌开始流血早在20世纪70年代的来临,日本在小摩托车,并由此造成了一个凹痕品牌的销售.为了对付这个创建自己的行动,哈雷戴维森的较小的车线,不幸的是,这些人都是忠实的哈利顾客所要的质量较差,与销售继续下降.公司很快面临着巨大的经济损失,而且看起来就像死亡是肯定”为品牌,“n.d哈雷戴维森().而不是认输了,不过,哈利决定做一个重要的投资在其质量和独特的风格.因此,现在又成了著名的美国品牌和崇敬.
复兴不仅仅是可行的品牌,它很可能是一个更具有吸引力的策略比发起一项新的品牌.作为Aaker(1991)指出,“振兴品牌是通常花费更少的、危险的比引入一种新的品牌,这需要花费数以百万计的失败和成功的可能性就更大比(p.242).有时会死去或死去的品牌可能仍然有显著的品牌资产以高的品牌意识和强大的品牌形象.正是这种思维的动机,福特的努力来复兴金牛品牌,品牌权益被背后的驱动力做出这一决定.福特公司意识到,不要尝试使用另一个品牌,这意味着很少的市场,它会变得更好利用金牛座的品牌,有90%的知名度,并构造一个积极的形象(凯利,2007年).因此,它的死亡后不久,金牛座是重生.
在本文中,我们强调一些实例,探讨品牌下降的主要原因,确定品牌衰落的迹象表明,是即将来临的前兆的衰退,并且建议的指导方针,振兴品牌.为了实现这个目标,我们回顾了学术文献和出版物上关于这个主题的案例研究,考察了品牌中,死亡或被被注入新的活力,并进行了深度访谈和实践者,是了解这些品牌.