品牌建設(shè)策略外文翻譯-文庫(kù)吧
2025-10-03 00:35 本頁(yè)面
【正文】 負(fù)面影響并沒有對(duì)一般品牌形象具體損害和“稀釋效應(yīng)是對(duì)產(chǎn)品品牌形象大于對(duì)一般品牌形象”。因此，消費(fèi)者可以維持他們對(duì)母品牌屬性和感情有關(guān)的信仰，但是他們的研究確實(shí)表明，“品牌延伸沖淡了品牌形象，改變信仰和消費(fèi)者心中協(xié)會(huì)”。 旗艦產(chǎn)品是搖錢樹一個(gè)確定的。營(yíng)銷花費(fèi)的預(yù)算和時(shí)間 來(lái)創(chuàng)造最大的曝光和對(duì)產(chǎn)品的認(rèn)識(shí)。從理論上說(shuō)，旗艦產(chǎn)品通常有最高的銷售其產(chǎn)品種類和最高的認(rèn)識(shí)。在阿克爾和 Keller（ 1990）的研究報(bào)告說(shuō)，盡管這些名牌不是從失敗的擴(kuò)展危害，一些證據(jù)表明，有很大的稀釋效應(yīng)和即時(shí)的損害的主打產(chǎn)品及品牌系列。盡管如此，一些研究表明，盡管整體親子信念是稀釋 。的旗艦產(chǎn)品將不會(huì)受到傷害。此外，品牌延伸也是“關(guān)于減少品牌 [西文 ]消費(fèi)者的感情和信仰?！苯⒁粋€(gè)強(qiáng)大的品牌，有必要建立一個(gè)“品牌階梯”。 參考文獻(xiàn) [1] 亨利 阿塞爾．消費(fèi)者行為和營(yíng)銷策略．機(jī)械出版社 ． 1999． [2] 菲利普 科特勒．市場(chǎng)營(yíng)銷學(xué) [M]．北京：華夏出版社． 2020． [3] 菲利普 科特勒．新競(jìng)爭(zhēng) [M]．北京：中國(guó)商業(yè)出版社． 1998． [4] 菲利普科特勒著．營(yíng)銷管理．中國(guó)人民大學(xué)出版社． 2020． [5] 安妮 T 科蘭等．營(yíng)銷渠道．北京：電子工業(yè)出版社． 2020． Brand building strategy 4 ABSTRACT： Brand in tangible products and intangible service basis. Tangible product is the innovative packaging, unique design, as well as symbolic attractive names. And the service is the sales process or aftersales service to customers satisfied with the feeling that allow customers to experience the real God feeling of happiness. Let them feel that the choice to buy the product of the decision. Based on the elaborate brand strategy to guide enterprises to establish their own unique brands. Keyword: brand， brand building Brand building Brand equity is defined as the main concern in brand management and IMC campaign. Every marketer should pursue the long term equity and pay attention to every strategy in detail. Because a small message dissonance would cause great failure of brand extension. On the other hand, consumer has his psychology process in mind. The moderating variable is a useful indication to evaluate consumer evaluation of brand extension. Throughout the categorisation theory and associative work theory, consumer does have the ability to process information into useful knowledge for them. They would measure and pares the difference between core brand and extension product through quality of core brand, fit in category, former experience and knowledge, and difficulty of making. Consequently, in this article may conclude some points about consumer evaluation of brand extension: 1. Quality of core brand creates a strong position for brand and low the impact of fit in consumer evaluation. 2. Similarity between core brand and extension is the main concern of consumer perception of fit. The higher the similarity is the higher perception of fit. 3. Consumer’s knowledge and experience affect the evaluation before extension product trail. 4. The more innovation of extension product is, the greater positive fit can perceive. A successful brand message strategy relies on a congruent munication and a clear brand image. The negative impact of brand extension would cause a great damage to parent brand and brand family. From a manager and marketer’s perspective, an operation of branding should maintain brand messages and associations within a consistency and continuum in the long way. Because the effects of negative impact from brand extension are tremendous and permanently. Every messages or brand extension can dilute the brand in nature. Brand extension or brand stretching i
公司管理相關(guān)推薦
鄂ICP備17016276號(hào)-1