品牌建设之路外文翻译文档格式.docx
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Thereisnouniformdefinitionofbrandequitytillnow.Thereareseveraldifferentmodelsofbrandequity.Keller(1993)wroteanarticleaboutbrandequityonJM,andmadecommentarystudyontheconceptofbrandequity.Farquhar(1990)definedbrandequityastheadded-valueoradded-benefitthatbroughtbyabrandtotheproduct,whichexceedstheusevalueoftheproduct.D.Aaker(1991)believedthatbrandequitybelongstoaseriesofassetsordebtsincludingbrand,name,logoandsymbol,whichcouldincreaseordecreasethevaluesofcorrespondingproductorservicetothecompanyandcustomers.Keller(1993and1998)definedbrandequityfromthecustomers’perspective,andbelievedthatthenatureofbrandequityiscustomers’differentresponsetowardbrandmarketingbasedontheirexistingbrandknowledge.Althoughscholarsdefinedbrandequityfromdifferentperspectivesandwithdifferentfocuses,theydidn’tescapethescaleofthefollowingperspectives:
brandequitybasedoncustomers,brandequitybasedonthemarketeffects,andbrandequitybasedontheoutputofthefinancialmarket.In1993,KellerdevelopedtheCBBEmodel,whichbecamethebiggestmilestoneofbrandequitystudy.Brandequitystudybasedoncustomershasbecomethemainstreamtrend.Inaddition,brandrecognitionandbrandassociationarethetwoelementsthatimpact“BrandEquity”themost...
Brandawareness
Brandawarenessreferstothetwo-wayassociationstrengthbetweenthebrandelementsandproductcategoriesincustomers’memoryandinformationofpurchasingdecisions.Thissubjectcanbedescribedfromtheperspectiveofitsdepthanditsbreadth.Brandawarenessdepthmeansthepossibilityandeasinessofabrandtoappearinthecustomers’memory,whichisrelatedtothepossibilityofabrandtoberememberedandrecognized;
brandawarenessbreadthmeansnumberwhichwillremindthecustomersofaspecificpurchasingorusingsceneofabrand,whichisrelatedtopurchasingandconsumingsituationofthebrandtheyremember.Brandawarenesscontributestobrandequityinmultipleways:
firstofall,brandawarenessisthebasisofbrandassociation;
secondly,brandawarenesswillaffectconsumers’attitudetowardbran;
inaddition,brandawarenesswillinfluenceconsumers’brandselectionandbrandpurchasing.
Brandimage
Brandimagereferstoconsumers’generalperceptionandopiniontowardabrand.Itisthemajordrivingforceofbrandequity.Brandimage,alongwithbrandstrength,formsthefoundationofabrand.Itisthebasisofthebrandandtherootoftheintegralimageofthecorporation.Brandstrengthdeterminesandimpactsbrandimage;
youcannotbuildastrongbrandjustwithagoodimagewhilewithoutpowerfulstrength.Ontheotherhand,brandimagemanifestsbrandstrength;
youcannotbuildabrandempirebasedsimplyonpowerfulstrengthwithoutagoodimageeither.Onlythecloseintegrationofthetwoaspectscansatisfyconsumers’psychologicalandmaterialneeds,andthuscreateatop-rankingcompanyimage.
Brandimageandbrandidentityarebothdistinctiveandrelated.Theirdifferenceliesinthatbrandidentityisthewaybrandstrategistshopeconsumersseetheirbrand,whilebrandimageishowpeopleinrealityseethebrand.Theirrelationisthatbrandidentityistheresourceandbasisorbrandimage,andbrandimageisonacertainleveltheresultofbrandidentityexecution.Ifacompanywanttowinthemarket,itiscriticaltocreateabrandimagethatwillattractpotentialcustomers.
CBBEMODEL
AccordingtoKeller’sopinion,thismodelisdevelopedtoanswerthefollowingtwoquestions:
first,whichelementshelpbuildastrongbrand?
Second,howcanacorporationbuildastrongbrand?
Kellerbelievedthatafirmbuildsitsbrandbyusingaseriesofcreationtools,whichisCBBE.CBBEmodelincludesthreesetsoftools:
selectingbrandbuildingelements,developingmatchingmarketingmix,andvariedancillaryelementsthatwillaffectconsumers’associationtowardabrand(product).Keller’stheoryisabrand-buildingtheoryof“branddesign+marketingmix”.Morecomprehensivelyspeaking,thestartingpointandgoalofthinkingshouldbeconsumers’valueperception.Kellerbelievedthatabrandbuildingprocessisonethatintegratesthesetools(input),impactsconsumers’knowledgeandbrandassociationofabrand(transformationprocess),andthenfinallycreatesbrandvalue(output).Astrongbrandorawell-knownbrandisonewithhighbrandvalue.Kellerbelievedthefollowingeightaspectsshouldbeusedtoevaluatethefinaleffectsofbrandbuilding:
brandloyalty,notvulnerabletocompetitivemarketing,largermarginprofits,flexibilityofprice-cutting,andconsumers’non-sensitivitytowardprice-rising,increaseofmarketingcommunicationresultandefficiency,possiblepermissiveprofitsandmoreactiveresponsetowardbrandextension.
TheCBBEmodelconsistsoffourstepsandsixblocksforcreatingastrongbrand.
InCBBEmodel,therearefourstepsandsixblocksforbrandbuilding.AccordingtoKeller’sopinion,thismodelisdevelopedtoanswerthefollowingtwoquestions:
BasedonCBBEmodel,ittakesfourstepstobuildastrongbrand.Thefourstepshaveatemporalandlogicallyprecedencerelation:
buildingbrandidentity,createbrandmeaning,guidingcorrectbrandresponse,andbuildingarelationbetweenthebrandandtheconsumers.Inthemeantime,theabovefourstepsrelyonthesixdimensionsofbrandbuilding:
brandsalience,brandperformance,brandimagery,consumerjudgment,andconsumerfeelingandconsumerresonance.Amongthem,brandsaliencecorrespondstobrandidentity;
brandperformanceandbrandimagerycorrespondtobrandmeaning;
consumerjudgmentandconsumerfeelingcorrespondtobrandresponse;
consumerresonancecorrespondstobrandrelation.
Step1.BrandIntensity–Whoareyou?
Firstofall,tobuildacorrectbrandidentityneedstobuildbrandsignificancebasedonconsumers.Brandsignificanceisalsocloselyrelatedwiththefollowingissues:
thefrequencyandeasinessofthisbrandtobementionedbyconsumersindifferentsituations;
howeasyisthisbrandtoberecognizedbyconsumers;
andthepersuasivenessofthebrandawareness.Thetwocriticaldimensionstodifferentiatebrandsignificancearebranddepthandbrandbreadth.Branddepthmeanseasinessofabrandtoberecognizedbytheconsumers;
brandbreadthmeansthepurchasingscaleorconsumingsituationwhentheconsumersthinkaboutthisbrand.Ahighlysignificantbrandisabletomakeconsumerspurchaseadequately,andalwaysthinkthisbrandwithintheselectivescale.
Step2.BrandMeaning–Whatareyou?
Secondly,abouthowtocreateasuitablebrandmeaning,thekeyistocreateahighbrandperformance,buildagoodbrandimageandabrandsaliencebasedonconsumers.Theidentificationofbrandmeaning,fromthefunctionperspective,referstoconsumerassociationrelatedtobrandperformance;
fromtheabstractperspective,itreferstoconsumerassociationrelatedtobrandimage.Theseassociationscanbeformedthroughtheconsumers’ownexperience,orthroughtheinformationintheadvertisementorword-of-mouthcommunication.
Brandperformancereferstoproductorservice’soutwardmanifestation,whichistosatisfyconsumers’functionalrequirements.Itincludesbrandinternalproductorservicefeatures,andvariedelementsrelatedtoproductorservice.Specifically,brandperformanceincludesthefollowingdimensions:
theprimaryandsupplementaryfeaturesoftheproduct;
productreliability,durabilityandserviceability;
serviceefficiency,effectandtheattitudeoftheserviceprovider;
productstyleandmodel;
price.
Brandperformance.Brandperformancereferstothewaytheproductorservicesatisfiestheconsumers’functionalrequirements,whichisaninherentbrandqualityandthebenefitsprovidedtoconsumers’bythesequalities.Differentproductshavedifferentbrandperformancequalities,andprovidedifferentbenefitstoconsumers.Generally,abrandhasfiveimportantqualitiesandthusfivekindsofbenefitsprovidedtoconsumersbythesequalities.Theyestablishthefoundationofbrandperformance.
Brandperformancefeatures
(1)Primaryandsupplementaryfeaturesofproduct.Productprimaryfeaturesarethepreconditionstosatisfyconsumers’requirementsanddesire,andthebasisofconsumers’expectancyonproductperformancelevel.Forexample,thehospitalityissupposedtoprovidebeds;
restaurantsaresupposedtoprovidefood;
automobilesaresupposedtobedriven;
etc.Meanwhile,besidesthesebasicfeatures,consumersalsoexpectforsomesupplementaryfeatures:
forexample,theymighthopethebedsinthehospitalityshouldbecomfortable,anditwouldbebetterifthereisaTVset,orthetrain,busorpassengerticketbookingserviceisavailable.
(2)Productreliability,durabilityandserviceability.Reliabilitymeansconsistencyofproductperformanceduringacertainperiod.Durabilityreferstoproducteconomicexpectancy.Serviceabilitymeanstheconvenienceofproductmaintenance.Productsprovidedtoconsumersshouldpossessreliability,durabilityandserviceability.Therefore,consumers’recognitiontowardproductperformanceisinfluencedbythefollowingfactors:
thetimelinessandpolitenessofcustomerserviceandtraining.
(3)Serviceeffectiveness,efficiencyandempathy.Serviceistheextensionofproduct;
itisanimportantcomponenttorealizeproductfunctionandsatisfyconsumers’requirementsanddesire.Therefore,brandproductanditsservicearetightlyintegrated;
serviceinflu