杭州交通信息网人造塑石假山图片:请高手帮助翻译国贸论文！！！
来源：百度文库 编辑：杭州交通信息网 时间：2024/04/29 23:06:08
The year was 1997. The management at MasterCard (a credit card company) came to the rude awakening that their branding and positioning strategies left much to be desired. Their brand did not stand for any one thing nationally or globally. Over the years MasterCard had run through five different advertising campaigns without much marketing success.
The management team, in partnership with a global advertising agency, decided to develop an advertising campaign that would differentiate the brand in the national marketplace. The campaign with the unique selling proposition of “Priceless” was indeed successful. The positioning created by “Priceless” allowed MasterCard to integrate all of its campaigns and marketing practices within the U.S.
At that time, every country where MasterCard was marketed was using a different agency, a different campaign, and a different strategy. As the “Priceless” branding campaign succeeded in the U.S., it served as a platform that helped MasterCard persuade other countries to adopt a single approach. Over time, MasterCard’s “Priceless” became a consistent global positioning statement.
The “Priceless” campaign was adopted by 96 countries and was translated into 45 languages, and it now forms the framework for all of MasterCard’s total brand communications. The concept that started as an advertising strategy became a marketing platform on its way to becoming a successful global brand platform.
Welcome to the new world where global branding and positioning is being increasingly adopted in a world that Thomas Freidman considers to be “Flat.” Building local, regional or global brands with a clearly defined and understood target audience is a challenge of global proportions. In this article I will discuss the challenges of global branding and why it may not be the only branding strategy for success in the global market environment.
The management team, in partnership with a global advertising agency, decided to develop an advertising campaign that would differentiate the brand in the national marketplace. The campaign with the unique selling proposition of “Priceless” was indeed successful. The positioning created by “Priceless” allowed MasterCard to integrate all of its campaigns and marketing practices within the U.S.
At that time, every country where MasterCard was marketed was using a different agency, a different campaign, and a different strategy. As the “Priceless” branding campaign succeeded in the U.S., it served as a platform that helped MasterCard persuade other countries to adopt a single approach. Over time, MasterCard’s “Priceless” became a consistent global positioning statement.
The “Priceless” campaign was adopted by 96 countries and was translated into 45 languages, and it now forms the framework for all of MasterCard’s total brand communications. The concept that started as an advertising strategy became a marketing platform on its way to becoming a successful global brand platform.
Welcome to the new world where global branding and positioning is being increasingly adopted in a world that Thomas Freidman considers to be “Flat.” Building local, regional or global brands with a clearly defined and understood target audience is a challenge of global proportions. In this article I will discuss the challenges of global branding and why it may not be the only branding strategy for success in the global market environment.
自己来吧！
老大，这么多啊。悬赏高点啊。我看着就没信心。