美国企业成功的秘诀翻译

What keeps U.S. brands aloft ?美国品牌成功的秘诀Whatever the world thinks of the U.S. these days, American labels dominate this year's annual Interbrand Corp. 无论这个世界怎么看待美国，目前,美国唱片公司主宰今年的年度国际品牌集团公司。

ranking of the 100 most valuable global brands; U.S. brands claimed 62 places, including 8 of the top 10 spots.一百个最具价值的国际品牌排名中，美国占据了62个，包括前十名中的八个。

The ranking is based on a detailed analysis of how much of each product's sales are driven by the brand name, weighted for such other factors as market leadership, stability, and the ability to cross national borders. 这一排名基于对每一个品牌的产品销售量为多少的详细分析，加权于其他因素，例如：市场的领先地位，稳定性以及跨国能力。

What is it, exactly, that's keeping U.S. brands aloft?

到底，是什么使美国品牌居高不下呢?

Credit a combination of smart brand management and sheer luck.

这归因于精明的品牌管理和纯粹的运气。

That American brands are born and nurtured in the world's largest and most eclectic economy confers a huge advantage.

美国品牌源于并且发展于世界上最大的国家，而折衷的经济为其提供了一个巨大的有利条件。

By the time they venture overseas, issues of quality, consistency, and logistics have largely been resolved.

当他们投资海外，质量问题、一致性和物流在很大程度上被转变。

And many brands have been in the global marketplace for so long that few consumers can say with any certainty where they originated.

并且很多品牌已经在国际市场上如此之久，很少有消费者可以肯定地说它们源自于哪里。

At the same time, American marketers have worked hard to imbue their products with American values that are still attractive overseas.

同时，美国的的营销人员已经很努力的用他们那对海外仍有吸引力的美国价值观去渗透他们的产品。

"I think the core values of Levi's— democracy,freedom,independence—certainly are viewed as the best of America and its virtues," says Levi

Strauss & Co. CEO Philip A. Marineau, whose brand still struggles at home but is coveted in markets such as Asia.

我认为李维斯的核心价值----民主，自由，独立----肯定被视为美国最好的以及它的美德。李维斯集团的首席执行官Philip A. Marineau说，其品牌仍在国内挣扎，却在垂涎亚洲等市场。

Far more important, marketers have learned to weave their products into the local culture by hiring local managers and adapting everything from packaging to serving sizes to flavors to the local market.

更重要的是，营销人员已经学会编排他们的产品进入当地市场----通过雇佣当地的管理者以及通过改善包装服务，份量大小和口味来适应地市场。

For other brands, however, victory overseas means adhering strictly to the formulas that propelled them to the top in the U.S.

然而，对于其他品牌，海外的胜利意味着严格遵守使他们在美国居先的规则。Take Dell Inc. which added 12% in brand value this year, to $10.4 billion. 就戴尔有限公司来说，今年，其公司的品牌价值增加了百分之十二，达到了104亿美元。

It has strived to replicate exactly the model that made it famous at home. 它努力去精确的复制使其在国内有名的这一模式。

That means mass customization, direct-to-the-buyer sales, and fast turnaround.

这意味着大批量定制、直接向买方销售以及快速周转。

Today, Dell is the largest foreign seller of PCs in China and is going strong in Europe.

现在，戴尔是中国最大的外资电脑销售商，并正在欧洲越来越强大。

Some brands have overcome an anti-American prejudice by appealing to shared values.

一些品牌已经通过吸引共同的价值观来克服反美偏见。

Nike Inc.'s "Just do it" message of individual empowerment and athletic achievement plays as well in Jakarta as it does in Jefferson City.

耐克公司“想做就做”这一个人授权以及体育广告词的成就在雅加达表现很好，正如在杰斐逊城一样。

The emotional appeal has proven especially powerful in regions such as Western Europe and Asia, where Nike is racking up the greatest sales growth. 在西欧和亚洲地区，它的感召力尤其强大，在这儿积累起了巨大销售增涨。