品牌建設(shè)之路外文翻譯-在線瀏覽
2025-01-03 08:22本頁面
【正文】 er believed that a brand building process is one that integrates these tools input, impacts consumers’ knowledge and brand association of a brand transformation process, and then finally creates brand value output. A strong brand or a wellknown brand is one with high brand value. Keller believed the following eight aspects should be used to evaluate the final effects of brand building: brand loyalty, not vulnerable to petitive marketing, larger margin profits, flexibility of pricecutting, and consumers’ non sensitivity toward pricerising, increase of marketing munication result and efficiency, possible permissive profits and more active response toward brand extension. The CBBE model consists of four steps and six blocks for creating a strong brand In CBBE model, there are four steps and six blocks for brand building. 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? Based on CBBE model, it takes four steps to build a strong brand. The four steps have a temporal and logically precedence relation: building brand identity, create brand meaning, guiding correct brand response, and building a relation between the brand and the consumers. In the mean time, the above four steps rely on the six dimensions of brand building: brand salience, brand performance, brand imagery, consumer judgment, and consumer feeling and consumer resonance. Among them, brand salience corresponds to brand identity。 consumer judgment and consumer feeling correspond to brand response。 how easy is this brand to be recognized by consumers。 brand breadth means the purchasing scale or consuming situation when the consumers think about this brand. A highly significant brand is able to make consumers purchase adequately, and always think this brand within the selective scale. Step2. Brand Meaning ?What are you? Secondly, about how to create a suitable brand meaning, the key is to create a high brand performance, build a good brand image and a brand salience based on consumers. The identification of brand meaning, from the function perspective, refers to consumer association related to brand performance。 product reliability, durability and serviceability。 product style and model。 restaurants are supposed to provide food。 etc. Meanwhile, besides these basic features, consumers also expect for some supplementary features: for example, they might hope the beds in the hospitality should be fortable, and it would be better if there is a TV set, or the train, bus or passenger ticket booking service is available. (2)Product reliability, durability and serviceability. Reliability means consistency of product performance during a certain period. Durability refers to product economic expectancy. Serviceability means the convenience of product maintenance. Products provided to consumers should possess reliability, durability and serviceability. Therefore, consumers’ recognition toward product performance is influenced by the following factors: the timeliness and politeness of customer service and training (3)Service effectiveness, efficiency and empathy. Service is the extension of product。 service influences consumers’ brand association. Service effectiveness refers to how effective the brand satisfies consumers’ service requirements。 service empathy means that the service provider has a sincere attitude and considers the consumers’ interest all the time. Therefore, service is a important aspect to build brand equity. The reason why Haier stand outs among so many electrical appliance brands
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