品牌建設(shè)之路外文翻譯-文庫(kù)吧資料
2024-11-08 08:22本頁(yè)面
【正文】 redibility, 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。 service efficiency refers to the speed to provide service。 it is an important ponent to realize product function and satisfy consumers’ requirements and desire. Therefore, brand product and its service are tightly integrated。 automobiles are supposed to be driven。 price. Brand performance. Brand performance refers to the way the product or service satisfies the consumers’ functional requir ements, which is an inherent brand quality and the benefits provided to consumers’ by these qualities. Different products have different brand performance qualities, and provide different benefits to consumers. Generally, a brand has five important qualities and thus five kinds of benefits provided to consumers by these qualities. They establish the foundation of brand performance Brand performance features 1Primary and supplementary features of product. Product 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。 service efficiency, effect and the attitude of the service provider。 from the abstract perspective, it refers to consumer association related to brand image. These associations can be formed through the consumers’ own experience, or through the information in the advertisement or wordofmouth munication. Brand performance refers to product or service’s outward manifestation, which is to satisfy consumers’ functional require ments. It includes brand internal product or service features, and varied elements related to product or service. Specifically, brand performance includes the following dimensions: the primary and supplementary features of the product。 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。 consumer resonance corresponds to brand relation. Step1. Brand Intensity ?Who are you First of all, to build a correct brand identity needs to build brand significance based on consumers. Brand significance is also closely related with the following issues: the frequency and easiness of this brand to be mentioned by consumers in different situations。 brand performance and brand imagery correspond to brand meaning。 you cannot build a strong brand just with a good image while without powerful strength. On the other hand, brand image manifests brand strength。 secondly, brand awareness will affect consumers’ attitude toward bran。品牌建設(shè)之路外文翻譯 標(biāo)題 :The road of brand construction 原文 : Brand building Brand Equity There is no uniform definition of brand equity till now. There are several different models of brand equity. Keller1993 wrote an article about brand equity on JM, and made mentary study on the concept of brand equity. Farquhar1990 defined brand equity as the addedvalue or addedbenefit that brought by a brand to the product, which exceeds the use value of the product.
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