求翻译,急用In the management literature, Ries and Ries (2002, p.1

求翻译,急用
In the management literature, Ries and Ries (2002, p.
109f.) discuss the concept of singularity as an
important driver of brand performance: “The most important aspect of a brand is
its single-mindedness.… What’s a brand? A singular idea or concept that you own
inside the mind of the prospect.”When managers define an intended brand
personality, they determine how many brand personality dimensions should be
considered and on which of these dimensions the brand should score high (or
low). This definition results in an intended brand personality profile
that combines all relevant personality dimensions and relates them to each
other. If the various brand personality dimensions all have
similarly high values, the brand personality profile is multifaceted and rather
complex. In contrast, if some personality dimensions score high, while other
dimensions score low, the brand personality profile is more focused, resulting
in a higher degree of singularity (for an illustration of a brand’s personality
profile see Fig. 3). Thus, the construct of singularity is represented on a
continuum ranging from low singularity (a highly complex personality profile
where all personality dimensions have the same value) to high singularity (only
one personality dimension has a high value, while the other personality
dimensions score low). For example, Harley Davidson scores high on singularity
by focusing on the brand personality dimension ruggedness (emphasis on
masculinity, defiance, and rugged individualism; Fournier 2001). Abercrombie
& Fitch also established a singular brand personality, scoring high on
excitement and rather low on other brand personality dimensions by stressing
aspects such as spirited, young, outgoing, and sexy.

在管理文献中,里斯和里斯(2002年,p.109f) 作为品牌性能的重要驱动力讨论卓越的概念：“一个品牌的最重要的方面是它的专一性.
什么是品牌?品牌就是你的具有预见性的思想所拥有的一个杰出的想法或概念."
当经理定义一个特定的品牌个性时,他们确定所关心的品牌个性维度以及这些维度得分的高低.
这个定义导致一个预期的品牌个性简档,这个简档综合所有相关的人格维度,并把他们彼此关联在一起.
如果不同的品牌个性维度都具有同样高的价值,品牌个性的简档就是多方面的并且相当复杂.
相反,如果一些人格维度得分高,而其他维度得分低,品牌个性的简档便更集中,导致较高程度的杰出性（品牌个性的简档说明,参见图3）.
因此,杰出性的结构表现示为一个从低杰出性（一个非常复杂的个性特征的人,所有的人格维度具有相同的值）到高杰出性（只有一个人格维度具有很高的值,而其他人格维度得分低）的连续范围.
例如,哈雷 戴维森由于专注于粗野品牌个性维度（强调阳刚之气,放肆,粗犷的个人主义.参见 Fournier 2001.）而拥有高分的杰出性.
阿伯克龙比(Abercrombie)以及菲奇(Fitch)也因为意气风发,年轻,外向,性感等各个方面得分高,而其他品牌个性维度得分低而还建立了独特的品牌个性.