【正文】 t primary features are the preconditions to satisfy consumers’ requirements and desire, and the basis of consumers’ expectancy on product performance level. For example, the hospitality is supposed to provide beds。 it is also a critical aspect that determines if consumers are satisfied after purchasing, and if brand loyalty could be established in the end. In the mean time, price can also create consumers’ brand association: for instance, associations like that a high price means a high value, a good taste and a high level. Among the same category products, the price position and fluctuation frequency of a brand name product will impact its brand association. For example, a high and stable priced product will associate consumers with a high quality of the product. Another dimension of brand meaning is brand image. Brand image is related to the product or service’ s external assets, including abstract requirements such as the brand satisfying consumers’ psychological and social requirements. The brand image mentioned in the CBBE model is posed by four elements: consumer characteristics, purchasing channels and using conditions, specific characters and values, brand history, tradition and developing history. Step3 .Brand Response What do I think or feel about you Consumer Brand addition, efforts should be made in two aspects to guide correct brand response. Brand judgment refers to that the firm should focus on consumers’ opinion on the brand. Consumers’ judgment of a brand mainly included its quality, credibility, purchasing consideration, and superiority. Consumer Feelings. Brand feelings refer to consumers’ sensitive feelings toward a brand, including warmth, fun, excitement and security Step4 .Brand Relationship What kind of association and how much of a connection would I like to have with you? Last but not least, on building an appropriate consumerbrand relation, the key is to generate consumer resonance toward a brand. Brand resonance is posed of four dimensions: behavioral loyalty, which refers to the frequency and number of repeated purchasing。 Keller1993和 1998 從顧客的視角來定義品牌資產(chǎn) ,認(rèn)為品牌資產(chǎn)的本質(zhì)是由顧客的既有品牌知識(shí)所導(dǎo)致的顧客對(duì)品牌營銷活動(dòng)的差異化反應(yīng)。品牌意識(shí)的寬度指的是能引起品牌在消費(fèi)者腦中出現(xiàn)的特定購買和使用情景的數(shù)目 ,與大腦中出現(xiàn)品牌這個(gè)概念的各種購買和消費(fèi)的情形有關(guān)。同時(shí) ,品牌形象表現(xiàn)品牌實(shí)力 ,僅有雄厚的實(shí)力而沒有良好的形象同樣不能構(gòu)造品牌大廈。二是企業(yè)如何構(gòu)建一個(gè)強(qiáng)勢品牌。顧客對(duì)漲價(jià)不敏感 。同時(shí) ,上述四個(gè)層面又依賴于構(gòu)建品牌的六個(gè)維度 :品牌特征 Brand Salience。消費(fèi)者共鳴對(duì)應(yīng)品牌關(guān)系。品牌內(nèi)涵的辨識(shí) ,從功能性的角度 ,主要指與績效相關(guān)的消費(fèi)者聯(lián)想 。價(jià)格?？煽啃允侵府a(chǎn)品的性能在一定時(shí)期內(nèi)的一致性。因而 ,服務(wù)是建立品牌權(quán)益的一個(gè)重要方面。因此 ,價(jià)格是顧客衡量其購買的產(chǎn)品或服務(wù)是否物有所值的一個(gè)比較標(biāo)準(zhǔn) ,也是顧客在購買后是否能夠形成顧客滿意以及最后形成品牌忠誠的關(guān)鍵。 第三步 ,品牌反應(yīng) ?我想做什么或我該做什么 ? 再次 ,關(guān)于如何引導(dǎo)正確的品牌反應(yīng) ,需要在兩個(gè)方面進(jìn)行努力 :品牌評(píng)判 ,指的是企業(yè)應(yīng)集中關(guān)注 消費(fèi)者關(guān)于品牌的看法。 品牌感覺 ,指消費(fèi)者對(duì)于品牌的感性行為 ,主要包括熱情、娛樂、激動(dòng)、安全。品牌產(chǎn)品在同類產(chǎn)品中的價(jià)格定位和價(jià)格變動(dòng)頻度 ,都會(huì)對(duì)品牌聯(lián)想產(chǎn)生影響 ,如高定價(jià)且價(jià)格穩(wěn)定的品牌便會(huì)使顧客聯(lián)想到產(chǎn)品高質(zhì)量 品牌內(nèi)涵的另一個(gè)維度是形象。 (4)顧客對(duì)于產(chǎn)品的聯(lián)想 ,不只基于產(chǎn)品的功能 ,還有對(duì)于產(chǎn)品審美角度的考慮 ,比如產(chǎn)品的大小、形狀、使用材料和顏色等。方便性是指產(chǎn)品維修的便利性。不同的產(chǎn)品 ,其品牌表現(xiàn)的屬性和提供給顧客的利益不同 ,通常品牌有五種重要的屬性及其所形成的對(duì)顧客的利益 ,它們構(gòu)成了品牌表現(xiàn)的基礎(chǔ)。這些聯(lián)想可以直接通過消費(fèi)者自己的體驗(yàn)而形成 ,并通過廣告信息或者口碑傳播獲得的信息相聯(lián)系。品牌顯著性又與如下問題緊密關(guān)聯(lián) ,比如該品牌在各種場合下能夠被消費(fèi)者提及的頻率和難易程度 ,該品牌在多大程度上能夠被消費(fèi)者輕易認(rèn)出 ,哪些關(guān)聯(lián)因素是必要的 ,該品牌的知曉度有多少說服力等等。品牌形象 Brand Imagery?？赡艿脑S可收益 。 CBBE 模型有三組工具 ,包括選擇品牌構(gòu)成的要素、開發(fā)配套的營 銷組合 ,以及各種輔助的影響消費(fèi)者對(duì)品牌 (產(chǎn)品 )聯(lián)想的因素 .凱勒的理論是一個(gè)“品牌設(shè)計(jì) +營銷整合”的品牌創(chuàng)建理論 ,更加全面 ,思考的出發(fā)點(diǎn)和目的是顧客價(jià)值感知。 品牌形象與品牌識(shí)別既有區(qū)別 ,又有聯(lián)系。首先 ,品牌意識(shí)是品牌聯(lián)想形成的基礎(chǔ)。 Keller 于 1993 年提出的 CBBE 模型后來發(fā)展成為品牌理論研究進(jìn)程中最高的里程碑。 sense of munity refers to the connection between consumers by using product of this brand, and forming a subculture group。 automobiles are supposed to be driven。 and the persuasiveness of the brand awareness. The two critical dimensions to differentiate brand significance are brand depth and brand breadth. Brand depth means easiness of a brand to be recognized by the consumers。 second