品牌建設(shè)之路外文翻譯-展示頁(yè)
2024-11-12 08:22本頁(yè)面
【正文】 believed that brand equity belongs to a series of assets or debts including brand, name, logo and symbol, which could increase or decrease the values of corresponding product or service to the pany and customers. Keller1993and 1998 defined brand equity from the customers’ perspective, and believed that the nature of brand equity is customers’ different response toward brand marketing based on their existing brand knowledge. Although scholars defined brand equity from different perspectives and with different focuses, they didn’t escape the scale of the following perspectives: brand equity based on customers, brand equity based on the market effects, and brand equity based on the output of the financial market. In 1993, Keller developed the CBBE model, which became the biggest milestone of brand equity study. Brand equity study based on customers has bee the mainstream trend. In addition, brand recognition and brand association are the two elements that impact “Brand Equity” the most Brand awareness Brand awareness refers to the twoway association strength between the brand elements and product categories in customers’ memory and information of purchasing decisions. This subject can be described from the perspective of its depth and its breadth. Brand awareness depth means the possibility and easiness of a brand to appear in the customers’ memory, which is related to the possibility of a brand to be remembered and recognized。 brand awareness breadth means number which will remind the customers of a specific purchasing or using scene of a brand, which is related to purchasing and consuming situation of the brand they remember. Brand awareness contributes to brand equity in multiple ways: first of all, brand awareness is the basis of brand association。 in addition, brand awareness will influence consumers’ brand selection and brand purchasing Brand image Brand image refers to consumers’ general perception and opinion toward a brand. It is the major driving force of brand equity. Brand image, along with brand strength, forms the foundation of a brand. It is the basis of the brand and the root of the integral image of the corporation. Brand strength determines and impacts brand image。 you cannot build a brand empire based simply on powerful strength without a good image either. Only the close integration of the two aspects can satisfy consumers’ psychological and material needs, and thus create a topranking pany image Brand image and brand identity are both distinctive and related. Their difference lies in that brand identity is the way brand strategists hope consumers see their brand, while brand image is how people in reality see the brand. Their relation is that brand identity is the resource and basis or brand image, and brand image is on a certain level the result of brand identity execution. If a pany want to win the market, it is critical to create a brand image that will attract potential customers CBBE MODEL According to Keller’s opinion, this model is developed to answer the following two questions: first, which elements help build a strong brand? Second, how can a corporation build a strong brand Keller believed that a firm builds its brand by using a series of creation tools, which is CBBE. CBBE model includes three sets of tools: selecting brand building elements, developing matching marketing mix, and varied ancillary elements that will affect consumers’ association toward a brand product. Keller’s theory is a brand building theory of “brand design + marketing mix”. More prehensively speaking, the starting point and goal of thinking should be consumers’ value perception. Kell
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