英语翻译In “the century of culture,” a current drift is toward u

英语翻译
In “the century of culture,” a current drift is toward utilizing cultural heritage branding.Cultural heritage brand referred to in this study means a brand with value proposition based on cultural heritage.As Asian cultures are gathering global focus amid ongoing trend of exoticism and the growth of Asian economies,there is more opportunity especially for Asian brands to benefit from cultural heritage branding.Also,the advantages of cultural heritage branding can benefit fashion brands,considering that designs of great importance in fashion brand's competitiveness can earn creativity and originality from cultural heritage.Therefore,this study (1) profiles cultural heritage fashion brands based on Asia:Japan,China,and Korea,(2) identifies components of cultural heritage fashion branding by comparative analysis,and (3) identifies characteristics in brand management strategy from the brands,and offer managerial implications for upcoming cultural heritage fashion brands.This study adopts a case study approach that focuses on Asian fashion brands; Issey Miyake (Japan),Shanghai Tang (China),and Damyeon designed by Lee Hye Soon (Korea).The analytical contents of this research include general profiles (i.e.,brand history,brand philosophy and concept,and BI and visual representation),cultural heritage perspectives and brand management perspective (i.e.,product,price,place,promotion,and brand extension).Most of the information was retrieved from multiple sources including books,academic papers,brand's annual report,brand official website,news articles,etc.Overall,this study shows cultural heritage fashion branding can be useful in distinctiveness in positioning and delivering brand value in depth,authenticity,and credibility for customers (Urde,2007).The findings suggest some managerial as well as cultural heritage-related indications for upcoming cultural heritage fashion brands.Although common components of cultural heritage fashion branding (i.e.,utilization of traditional prototype,emphasis on traditional fabric,and preservation of traditional craftsmanship) were drawn out,achieving optimal balance between tradition and modernity was found critical as well.Managerial guidelines include foreign brand naming,premium pricing,art-related promotions,and extension for a total lifestyle brand.In further research,the type of industry and different country-of-origins can be applied in order to extensively study about the issue of cultural heritage branding.
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在“世纪的文化,“现在漂移是朝着利用文化遗产品牌.文化遗产品牌指在本研究指一个品牌的价值主张基于文化遗产.作为亚洲文化正在收集全球焦点在持续的趋势的异国情调和亚洲经济体的增长,有更多的机会,特别是亚洲品牌受益的文化遗产品牌.同时,文化遗产的优势品牌可以受益时装品牌,考虑到设计的重要时装品牌的竞争力可以赚取创造力和创意从文化遗产.因此,本研究(1)概要文化遗产时尚品牌基于亚洲:日本、中国、韩国、(2)标识组件文化遗产的时尚品牌的比较分析,和(3)识别特征在品牌管理策略的品牌中,并提供管理意义为即将来临的文化遗产时尚品牌.本研究采用个案研究方法,重点关注亚洲时尚品牌;三宅一生(日本),“上海滩”(中国),以及设计的Damyeon Lee Hye很快(韩国).分析本研究的内容包括通用概要文件(即,品牌历史、品牌理念和概念,BI和视觉表示),文化遗产的视角和品牌管理的角度(例如,产品、价格、地点、促销、品牌延伸).大多数的信息检索来自多个来源包括书籍、学术论文、品牌的年度报告,品牌的官方网站、新闻报道等.总的来说,这项研究显示了文化遗产的时尚品牌可以很有用,在特色定位和品牌价值交付深度,和真实性,信誉为客户(流水,2007).调查结果显示一些管理以及相关文化遗产适应为即将来临的文化遗产时尚品牌.