2018考研英语双语阅读：三星在非洲是最受赞赏的品牌

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　　Samsung is the number one most admired brand in Africa, report says

　　三星在非洲是最受赞赏的品牌

　　Slow growth and challenging economic conditions negatively affected the perception of African brands in 2016.

　　2016年，经济缓慢增长，经济状况受到挑战，这给非洲的品牌感知力带来了负面影响。

　　This is reflected in Brand Africa’s 2016/17 list of Most Admired Brands in Africa. Only 16 African brands made the latest list, compared to 23 in 2015. And only two are in the top 20.

　　在2016 / 17年 “品牌非洲”最受赞赏品牌名单里，只有16个非洲品牌(相比之下，2015年有23个。)，其中只有两个进了20强。

　　Brand Africa, which has annually ranked brands that consumers admire since 2011, has compiled the list from more than 11,000 brand mentions on a mobile survey conducted in 19 countries. This collectively represents 74 percent of the continent’s population.

　　“品牌非洲”于2011年成立，每年对受消费者尊崇的品牌进行排位，汇编了由19个国家开展的手机调查中提及的11000多个品牌。这可以代表大陆人口的74%。

　　MTN

　　MTN

　　Ranked at number nine, South Africa based telecom MTN is the only African brand in the top 10. Just last year it was ranked number one, but Brand Africa attributes legal challenges for its fall.

　　排名第九的南非MTN是10强中唯一的非洲品牌。去年它排名第一，但“品牌非洲”认为其面临法律质疑，这使它的排名下降。

　　"The halo around MTN in the last two, three years, are the challenges that it had in Nigeria both in terms of not disconnecting consumers, some who were not active anymore," says the founder of Brand Africa, Thebe Ikalafeng. "Also challenges about moving their profits around the continent, around importing them.

　　品牌非洲的创始人，Thebe Ikalafeng 说：“MTN没有及时给未实名注册的消费者断网，这使得它过去两三年的荣光在尼日利亚受到了挑战。

　　"So all those challenges really had a massive impact on the perception on the brand.

　　“所有这些质疑都对该品牌的感知力产生了巨大的影响。”

　　"And of course it also had some leadership challenges and leadership changes."

　　“当然，它也存在一些来自领导力的挑战和变革。”

　　Samsung

　　三星

　　In contrast, despite the crisis behind Samsung’s Galaxy Note 7, the South Korean giant has emerged as the number one most admired brand in Africa.

　　相比之下，尽管三星Galaxy Note 7面临危机，但却成为非洲最受赞赏的品牌。

　　The company grew its brand value by 13 percent. This progress can be credited to Samsung’s expedient recall and customer service solutions.

　　该公司的品牌价值增长了13%。这可归功于三星权宜之下的召回和客户服务解决方案。

　　"The most important thing that they did is how responsive they were when the crisis hit them, says Ikalafeng. "They were available, they were responsive, and they gave no excuses."

　　Ikalafeng说：“当危机爆发时，如何应对是最重要的事情。他们对这次危机有回应，但没有任何借口推辞。”

　　Following Samsung, Nike, Adidas, Coca-Cola, Apple, LG, Nokia and Toyota ranked the highest among the most-admired brands in Africa.

　　在非洲最受赞赏的品牌中排名靠前、位于三星之后的品牌有耐克、阿迪达斯、可口可乐、苹果、LG、诺基亚和丰田。

　　French apparel company Lacoste was the most resurgent brand, reaching the 42nd position from 94th in 2015, followed by Mirinda that jumped to 41st from the 88th spot.

　　法国鳄鱼服装公司(Lacoste)是最逆袭的品牌，从2015的第94名到第42名的位置，其次是美年达，从第88跃升至第41。

　　Challenges

　　挑战

　　According to Brand Africa, despite vibrant political and social movements, as well as entrepreneurial energy on the continent, Africans are behind at creating brands fast enough to face global brands.

　　根据“品牌非洲”，尽管有充满活力的政治和社会运动，以及创业活力，面对全球品牌，非洲在品牌创新上仍相对落后。

　　In fact, Europe has 42 brands in the Top 100, 25 from US and 17 in Asia, with Africa in last place with only 16 brands that made it to the list.

　　事实上，欧洲有42个品牌在前100名，除此之外100名里还有25个来自美国，17个来自亚洲，相对来说非洲最次，只有16个品牌。

　　According to Ikalafeng, governments on the continent are not creating enabling policies adequately to help businesses thrive.

　　根据Ikalafeng的说法，非洲大陆政府没有创造有利的政策来充分帮助企业茁壮成长。

　　Brand Africa reports that Africa has an estimated 0.6 percent share of trademarks filed globally and invests less than one percent of GDP in research.

　　“品牌非洲”报告显示，非洲有大约全球0.6%的商标份额，并且投资低于国内生产总值的百分之一。

　　"If you’re not researching, how are you going to find out the needs? How are you going to create new solutions and new products?" Ikalafeng said.

　　Ikalafeng说：“如果你不调查，怎么才能找到需求?打算如何创建新解决方案和新产品?”。

　　"If you look at the big countries, the Chinas, the Americas, and all those, they really invest a lot in trade, in building their trademarks. Now if you don’t own your trademark, somebody else will own it."

　　“如果你看看像中国、美国那样的一些大国，他们会在贸易上投资很多来建立自己的商标。因为如果你没有自己的商标，别人就会拥有它。”

　　Brand Africa reports that without investment in research and owning trademarks, international companies will top the brand leadership and dictate the trends.

　　据“品牌非洲”报告，没有调查和商标方面的投资，国际公司将领导品牌并决定趋势。

　　And therefore, right now is more crucial than ever for Africans to rise and build Made in Africa brands.

　　因此，非洲崛起和建立非洲品牌到了比以往任何时候都关键的时刻了。

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