培養(yǎng)品牌意識(shí)是一種重要的管理思想英文文獻(xiàn)及翻譯-wenkub
2022-09-24 09:35:26 本頁面
【正文】 in memory which allows other information about the brand to be “anchored” to it ( Asker 1991b). The concept ululation of a work of brand associations in memory with the brand as a central core has been put forward by many others (. Keller 1993。 Seth 1969。s mind measured by unaided recall, the higher the purchase intention and the higher the relative purchase of the brand. In another study, increases in brand awareness were shown to increase the probability of choice even without any acpanying change in attitude or perceptions (Nedungadi 1990). Brand awareness as a heuristic Brand awareness can also affect decisions about brands within the consideration set (Hoyer amp。buy the brand I39。 Mackay 1990).In such situations, the consumer may lack the motivation or the ability to judge between brands (Petty amp。 it refers to the building and implementation of brand strategy for the purpose of to brandname products as the core, the effective operation of the process of brand intangible assets. In China, most of the enterprises, but also a lack of operating system brand awareness. its performance under several aspects as: product concept behind the product stick to the narrow concept, and not always focus on the development and changes in market demand. Just a productoriented business management, rather than market oriented. The concept of quality behind. Quality is the life, the life of the brand, not backed by high quality brand, is no different from the source of water, without trees. In China, many enterprises, care for immediate benefits, lack of corporate longterm strategic development plan, can not be strictly to good quality, damage the interests of consumers of things happen. That is why many enterprises in the early days played a little bit of wellknown brands, soon disappeared. The concept of petition behind. Do not get rid of the planned economy system, the mode of operation of enterprises, many enterprises in the creation and promotion of the brand, the lack of longterm strategic and tactical systems, the face of market opportunities do nothing, can not be implemented positive and effective means of petition, expand the brand39。s personality personalized products, different brands of products to meet the individual needs of different consumers , but also for enterprises to expand the market space. Secondly, the brand39。山普 1987 年，羅西特和柯利達(dá)寫了一篇名為“品牌意識(shí)的內(nèi)涵被普遍誤解，甚 至是對于經(jīng)驗(yàn)豐富的經(jīng)理”的文章。沒有品牌意識(shí)的產(chǎn)生 ,任何其他的溝通是沒有意義的。 品牌意識(shí)影響購買決策 品牌意識(shí)的作用應(yīng)當(dāng)被市場營銷經(jīng)理充分認(rèn)識(shí)到，品牌意識(shí)的作用在決策理論中常常是不被重視的。消費(fèi) 者購買某個(gè)品牌產(chǎn)品的數(shù)量是購買其他品牌產(chǎn)品數(shù)量的一個(gè)函數(shù) ,例如 ,消費(fèi)者決定購買一個(gè)品牌的產(chǎn)品，則另外一個(gè)品牌的產(chǎn)品被購買的幾率會(huì)大大降低。 1981 年，威爾遜在一項(xiàng)研究中 ,發(fā)現(xiàn)商品被放在貨架更高的位置時(shí) ,品牌在消費(fèi)者心目中記憶更深刻 ,擺放的越高 ,購買意愿更強(qiáng)烈。索耶在研究中發(fā)現(xiàn) ,用于購買 ,如 :咖啡、牙膏和人造黃油等商品 ,消費(fèi)者花了平均 12 秒，從第一次看見貨架上的貨物 ,到最后把該貨物放在他們的購物車中。 商品競爭日趨激烈。因此 ,對品牌的培育和保護(hù) ,就成為企業(yè)的必然之舉。只有那些代表著高品質(zhì) ,高信譽(yù)的品牌 ,才能在消費(fèi)者心目中長期占有 1 席之地。牌運(yùn)營是個(gè)復(fù)雜的系統(tǒng)工程 ,它包括品牌的質(zhì)量戰(zhàn)略 ,服務(wù)戰(zhàn)略，市場營銷戰(zhàn)略等系列系統(tǒng)，綜合的工作；它是指以構(gòu)筑和實(shí)現(xiàn)名牌戰(zhàn)略為目的，以名牌產(chǎn)品 為核心，有效運(yùn)作品牌無形資產(chǎn)的過程。 質(zhì)量觀念落后。 競爭觀念落 后。品牌是一個(gè)系統(tǒng)化的概念，品牌運(yùn)營也是一個(gè)系統(tǒng)化長期化的工程 ,如何在激烈的競爭中創(chuàng)立自己的品牌，并使其形象不 9 斷得到提升，不是靠一兩個(gè)偶然的機(jī)遇促成的，而是靠企業(yè)綜合能力的提升獲得的。好的品牌需要好的服務(wù)，品牌競爭的一個(gè)重要途徑就是服務(wù)競爭。高科技含量，高附加值的產(chǎn)品是品牌提升的重要因素，因此，對科技與人才的投入是品牌參與國際競爭的長期戰(zhàn)略。品牌個(gè)性是同類產(chǎn)品中相互區(qū)分的主要標(biāo)志。 什么是品牌意識(shí)的誤解 珀西與羅斯特聲稱 ,困難在于有
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