EVA sharpens brand profile: With a new brand identity and a market-oriented strategy, the Styrian export company EVA is looking to build its exports in a number of markets

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EVA sharpens brand profile: With a new brand identity and a market-oriented strategy, the Styrian export company EVA is looking to build its exports in a number of markets

机译：EVA增强品牌知名度：施蒂里亚州出口公司EVA以新的品牌形象和市场战略来寻求在多个市场建立出口

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Unique flavour and consistent quality, produced in a unique location and backed by coordinated marketing: these are the cornerstones on which the success of Austria's appfe exports is built. For many years, export organisation EVA has been a key international supplier. At Fruit Logistica, the company will promote a completely new branding and advertising identity, which, along with strategic development of the market, is aimed at further boosting exports.

机译：独特的风味和始终如一的品质，在一个独特的地点生产并得到协调营销的支持：这些都是奥地利appfe出口成功的基石。多年来，出口组织EVA一直是重要的国际供应商。该公司将在Fruit Logistica推广全新的品牌和广告形象，并与市场的战略发展一起，旨在进一步促进出口。

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《Eurofruit》 |2009年第414期|共1页
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MIKE KNOWLES;
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1. EVA sharpens brand profile: With a new brand identity and a market-oriented strategy, the Styrian export company EVA is looking to build its exports in a number of markets [J] . MIKE KNOWLES Eurofruit . 2009,第414期

机译：EVA增强品牌知名度：施蒂里亚州出口公司EVA以新的品牌形象和市场战略来寻求在多个市场建立出口
2. Export advice and building a wine brand:How to increase global market opportunities for your business [J] . Chloe Szentpeteri Australian & New Zealand Grapegrower & Winemaker: national journal of the grape and wine industry . 2018,第655期

机译：出口咨询和建造葡萄酒品牌：如何增加全球市场的业务机会
3. A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies? [J] . Heinberg Martin, Ozkaya H. Erkan, Taube Markus Journal of the Academy of Marketing Science . 2016,第5期

机译：一个立足于沙子的品牌：在新兴市场中收购本地品牌对于外国公司而言是明智的策略吗？
4. Global Branding in a B2B Setting: Investigating International Brand Management as a Driver of Export Performance [C] . Keith Lawrie Pyper, Spiros Gounaris Summer AMA Conference . 2017

机译：B2B的全球品牌设置：调查国际品牌管理作为出口表现的司机
5. "Miss Congeniality" or "no more Mr. Nice Guy?" On a method for assessing brand personality and building brand personality profiles. [D] . Strausbaugh, Kirsten Lynn. 1998

机译：“好心小姐”还是“不再有好人先生？”一种评估品牌个性和建立品牌个性档案的方法。
6. Data on the correlations among brand value market capitalization and consolidated overseas sales ratios of Japanese companies [O] . Hiroshi Matsumura, Tomohisa Ueda, Yoshimasa Sagane 2019

机译：日本公司的品牌价值市值和合并海外销售比率之间的相关性数据
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

EVA sharpens brand profile: With a new brand identity and a market-oriented strategy, the Styrian export company EVA is looking to build its exports in a number of markets

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