外文翻譯--品牌和品牌化研究結(jié)果和今后的工作重點(diǎn)-其他專業(yè)-展示頁
2025-01-31 10:01本頁面
【正文】 to create five different types of experiences: ? Feel experiences involving affect and emotions。 processed by Leigh McAlister. Introduction Brands serve several valuable functions. At their most basic level, brands serve as markers for the offerings of a firm. For customers, brands can simplify choice, promise a particular quality level, reduce risk, and/or engender trust. Brands are built on the product itself, the acpanying marketing activity, and the use (or nonuse) by customers as well as others. Brands thus reflect the plete experience that customers have with products. Brands also play an important role in determining the effectiveness of marketing efforts such as advertising and channel placement. Finally, brands are an asset in the financial sense. Thus, brands manifest their impact at three primary levels— customer market, product market, and financial market. The value accrued by these various benefits is often called brand equity. Our primary goal in this paper is to both selectively hi ghlight relevant research on building, measuring, and managing brand equity and to identify gaps in our understanding of these topics. We put considerable emphasis on the latter and suggest numerous areas of future research. Five basic topics that align with the 6 brandmanagement decisions and tasks frequently performed by marketing executives are discussed in detail: (1) developing brand positioning, (2) integrating brand marketing, (3) assessing brand performance, (4) growing brands, and (5) strategically managing the brand. We then consider the implications of this work for choice models. Finally, we present a simple framework for integrating the customermarket, productmarket, and financialmarket level impact of brands and how the brand is created and developed by pany actions. Branding Decisions and Tasks Developing Brand Positioning Brand positioning sets the direction of marketing activities and programs— what the brand should and should not do with its marketing. Brand positioning involves establishing key brand associations in the minds of customers and other important constituents to differentiate the brand and establish (to the extent possible) petitive superiority (Keller et al. 2021). Besides the obvious issue of selecting tangible product attribute levels (., horsepower in a car), two areas particularly relevant to positioning are the role of brand intangibles and the role of corporate images and reputation. Brand important and relatively unique aspect of branding research is the focus on brand intangibles— aspects of the brand image that do not involve physical, tangible, or concrete attributes or benefits (see Levy 1999). Brand intangibles are a mon means by which marketers differentiate their brands with consumers (Park et al. 1986) and transcend physical products (Kotler and Keller 2021). Intangibles cover a wide range of different types of brand associations such as actual or aspirational user imagery。 brand equity。據(jù)施密特所說，品牌可以幫助建立 5 個不 同類型的經(jīng)驗(yàn)： ? 感覺涉及情感和情緒的經(jīng)驗(yàn)； ? 想創(chuàng)造和認(rèn)知的經(jīng)驗(yàn)； ? 涉及物理行為，并納入個人行為和生活方式的行動經(jīng)驗(yàn)； ? 從一個參照組或者文化中得出的結(jié)果的相關(guān)經(jīng)驗(yàn)。 體驗(yàn)式營銷是營銷思想中的一個重要趨勢。阿革瓦（ 2021）探討過如何為兩種人際關(guān)系類型改變關(guān)系準(zhǔn)則 :交換關(guān)系，它的好處是給其他人得到回饋，以及公共關(guān)系，它的好處
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