【導讀】業(yè)擁有品牌已成為高層管理人員的工作重點。在這激烈的行業(yè)利益驅動下，在最。的論文、文章、研究報告和書籍。本文列出了一些在品牌領域具有影響力的研究。品牌管理等幾個重要課題。文中還概述了一些存在在研究品牌和品牌資產以及制。戰(zhàn)來建模，并且結合主要和相互作用的品牌效應以及競爭的影響進行了討論。在其最基本的層面上，品牌作為標記被提供在。對于客戶而言，品牌可以簡化選擇，來確保以一個特定的質量水。品牌因此反映了消費者與產品之間。產品市場和金融市場這三個主要層次中的影響。通常被稱為品牌資產。結合“品牌管理決策和任務”頻繁地由營銷高管詳細。日益增長的品牌、戰(zhàn)略管理的品牌。品牌定位為品牌應不應該從事其營銷活動以及方案指明了方向。行了為期兩個月的關于消費者和品牌之間的關系發(fā)展和演變的縱向調查。它的好處是給其他人得到回饋，以及公共關系，它的好處是給其他人需要的關心。

　　

【正文】 g back, and munal relationships, in which benefits are given to show concern for others’ needs. Research Questions 1. How can a customer’ s desired relationship be determined? Have concerns over privacy and the increased use of customer data by firms resulted in customers wanting more anonymous, transactional relationships, or do customers still desire close relationships with panies? Does personalization of munication make customers feel empowered and/or valued, or do they feel more exploited? 2. How can a desired customer relationship be cultivated by the pany through marketing activities? How do different types of marketing activities such as 9 advertising, customer service, and online resources bine to affect customer relationships? 3. In a world where information is widely shared and discrimination is seen as bad, should a firm deal differently with customers who desire different relationships? Can customer relationships be segmented and can customers who desire different types of relationships be identified? Does this vary by product category or by peting product benefits? 4. What is the relative profitability of different types of customer relationships? Should some customers be encouraged and others discouraged or “ fired?” Alternatively, are there systematic ways to migrate unprofitable customers into profitable relationships? Brand Experience. Experiential marketing is an important trend in marketing thinking. Through several books and articles, Schmitt (1999, 2021) has developed the concept of customer experience management (CEM), which he defines as the process of strategically managing a customer’ s entire experience with a product or pany. According to Schmitt, brands can help to create five different types of experiences: ? Feel experiences involving affect and emotions。 ? Think experiences which are creative and cognitive。 ? Act experiences involving physical behavior and incorporating individual actions and lifestyles。 ? Relate experiences that result from connecting with a reference group or culture. Research Questions 1. What are the different means by which experiences affect brand equity? How can firms ensure that experiences positively impact brand equity? More specifically, how can advertising trigger positive experiences with a brand or make negative ones less salient or influential? 2. How much of brandrelated experiences are under the control of the pany? How can they be effectively controlled? 3. When and to what extent do customers respond— positively or negatively— to attempts to control their experiences? How do customers make attributions about pany actions and attitudes toward control of experiences? 4. How does the recognition or realization of pany involvement impact brand experiences? Can brand identification facilitate experiences? How much does product 10 placement (., in movies) impact brand equity and how enduring is such equity? 5. How can a firm take advantage of unusual circumstances such as when the brand is associated with a positive event? How can a firm minimize the impact of being associated with a negative event (., a spokesperson behaving badly)?