急!用英语翻译一段话!

1) the establishment of the principle of multi-brand
Multi-brand instead of a combination of several brands with the simple operation can not be in the process of multi-brand and multi-brand, multi-brand in each of a brand should have its strategic significance, the author of a summarized that the multi-brand a brand in each of the following must meet one or more of the principle, it is necessary. 1. Competitive enterprise competitiveness, including internal competition and external competition. Enterprises internal competition is manifested in various departments, and the competition between brands. Internal competition can often result in improved efficiency, but also eliminated some of the disadvantaged, little strategic significance of the brand. In the external competition, usually against competitive brands on the market similar products available through its special market position such as technology, price, services, functions, and so defend their characteristics were available on the market and the expected benefits. Multi-brand competition in the main external performance:
(1) to protect the company's flagship brand. Yun each successful multi-brand companies do have their own flagship brand, the flagship brand image is generally the brand or company profits brand in the company's operations, play a decisive role in, and the competitive market, the attacks are not opponents avoid, a brand it is very difficult to come from opponents of the attacks, and also because the company's flagship brand in the important position for their protection, it is necessary to establish a new brand on the offensive to opponents.
(2) formation of scale, lower costs, and conducive to competition. Only 12 of an enterprise segment to a brand large scale, from the production, advertising to the channels will be spent in the process of getting through the creation of brands, information, production, share channels and scale Win done to reduce connection costs. For example, market surveys, in particular the same brand, 12 brands need, the need for a number of brands, including some of the information is common needs, originally from 12 brands bear the cost has become a much more commitment, naturally reduce costs. Again, the purchase of advertising time, the media policy is less likely to buy a 5% discount to buy more than a 3%, which will reduce costs to competitive brands in a favorable position.
(3) positive for the market expected a new brand. This type of brand enterprises in the present can not bring much profit, but there may be a lot of input, but the enormous potential for development indicates that the future of enterprise sales and profits can be said that the enterprises to participate in future market competition in the key brands and hope. These are enterprises considering that the competition and the general basis for the establishment of brand, the establishment of a brand if the level of competition is out of consideration Generally, to meet one of the two.
2. Image principles. Brand competition, excellent brand image can be effectively win public trust and create a good "word-of-mouth" effect on the accumulation, enhance brand equity has a very important role. Enterprises must have a brand image in order to spur other brands leading brands, not brand image of enterprises, enterprises, brand equity low, low level gives the impression, to the detriment of sales. Some multi-brand the image of brand image very high tree well, such as Maotai liquor industry in the 80 Year Old Maotai market price to buy 6,600 yuan per bottle, while the sales of brand name products, and cost far less than the cost of publicity, but it establish a good image, when consumers know that other wine with the same brand is a company's products, it was natural for people to hear the "feelings" transplanted to the company's other brands, and thus promote good sales. Again, small edible oil packaging enterprises Kerry Jinlongyu grain and oil is used as its brand image, as Jinlongyu China is a founding packed edible oil brand in the market now is the strongest blend oil brand, when consumers know Kerry's other oil-Manyuan, ingots, carp, Orchid brands with Jinlongyu belong to a company's different brands, because of Jinlongyu edible oil in a small package and it is the position of that nature These brand names. In the multi-brand brand image of the role is to promote good corporate image of the sale of other brands.

好