外文翻译品牌建设之路.docx

外文翻译品牌建设之路.docx

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外文翻译品牌建设之路

标题：

Theroadofbrandconstruction

原文：

Brandbuilding

BrandEquity

Thereisnouniformdefinitionofbrandequitytillnow.Thereareseveraldifferentmodelsofbrandequity.Keller（1993）wroteanarticleaboutbrandequityonJM,andmadecommentarystudyontheconceptofbrandequity.Farquhar（1990）definedbrandequityastheadded-valueoradded-benefitthatbroughtbyabrandtotheproduct,whichexceedstheusevalueoftheproduct.D．Aaker（1991）believedthatbrandequitybelongstoaseriesofassetsordebtsincludingbrand,name,logoandsymbol,whichcouldincreaseordecreasethevaluesofcorrespondingproductorservicetothecompanyandcustomers.Keller（1993and1998）definedbrandequityfromthecustomers’perspective,andbelievedthatthenatureofbrandequityiscustomers’differentresponsetowardbrandmarketingbasedontheirexistingbrandknowledge.Althoughscholarsdefinedbrandequityfromdifferentperspectivesandwithdifferentfocuses,theydidn’tescapethescaleofthefollowingperspectives:

brandequitybasedoncustomers,brandequitybasedonthemarketeffects,andbrandequitybasedontheoutputofthefinancialmarket.In1993,KellerdevelopedtheCBBEmodel,whichbecamethebiggestmilestoneofbrandequitystudy.Brandequitystudybasedoncustomershasbecomethemainstreamtrend.Inaddition,brandrecognitionandbrandassociationarethetwoelementsthatimpact“BrandEquity”themost...

Brandawareness

Brandawarenessreferstothetwo-wayassociationstrengthbetweenthebrandelementsandproductcategoriesincustomers’memoryandinformationofpurchasingdecisions.Thissubjectcanbedescribedfromtheperspectiveofitsdepthanditsbreadth.Brandawarenessdepthmeansthepossibilityandeasinessofabrandtoappearinthecustomers’memory,whichisrelatedtothepossibilityofabrandtoberememberedandrecognized;brandawarenessbreadthmeansnumberwhichwillremindthecustomersofaspecificpurchasingorusingsceneofabrand,whichisrelatedtopurchasingandconsumingsituationofthebrandtheyremember.Brandawarenesscontributestobrandequityinmultipleways:

firstofall,brandawarenessisthebasisofbrandassociation;secondly,brandawarenesswillaffectconsumers’attitudetowardbran;inaddition,brandawarenesswillinfluenceconsumers’brandselectionandbrandpurchasing.

Brandimage

Brandimagereferstoconsumers’generalperceptionandopiniontowardabrand.Itisthemajordrivingforceofbrandequity.Brandimage,alongwithbrandstrength,formsthefoundationofabrand.Itisthebasisofthebrandandtherootoftheintegralimageofthecorporation.Brandstrengthdeterminesandimpactsbrandimage;youcannotbuildastrongbrandjustwithagoodimagewhilewithoutpowerfulstrength.Ontheotherhand,brandimagemanifestsbrandstrength;youcannotbuildabrandempirebasedsimplyonpowerfulstrengthwithoutagoodimageeither.Onlythecloseintegrationofthetwoaspectscansatisfyconsumers’psychologicalandmaterialneeds,andthuscreateatop-rankingcompanyimage.

Brandimageandbrandidentityarebothdistinctiveandrelated.Theirdifferenceliesinthatbrandidentityisthewaybrandstrategistshopeconsumersseetheirbrand,whilebrandimageishowpeopleinrealityseethebrand.Theirrelationisthatbrandidentityistheresourceandbasisorbrandimage,andbrandimageisonacertainleveltheresultofbrandidentityexecution.Ifacompanywanttowinthemarket,itiscriticaltocreateabrandimagethatwillattractpotentialcustomers.

CBBEMODEL

AccordingtoKeller’sopinion,thismodelisdevelopedtoanswerthefollowingtwoquestions:

first,whichelementshelpbuildastrongbrand?

Second,howcanacorporationbuildastrongbrand?

Kellerbelievedthatafirmbuildsitsbrandbyusingaseriesofcreationtools,whichisCBBE.CBBEmodelincludesthreesetsoftools:

selectingbrandbuildingelements,developingmatchingmarketingmix,andvariedancillaryelementsthatwillaffectconsumers’associationtowardabrand（product）.Keller’stheoryisabrand-buildingtheoryof“branddesign+marketingmix”.Morecomprehensivelyspeaking,thestartingpointandgoalofthinkingshouldbeconsumers’valueperception.Kellerbelievedthatabrandbuildingprocessisonethatintegratesthesetools（input）,impactsconsumers’knowledgeandbrandassociationofabrand（transformationprocess）,andthenfinallycreatesbrandvalue（output）.Astrongbrandorawell-knownbrandisonewithhighbrandvalue.Kellerbelievedthefollowingeightaspectsshouldbeusedtoevaluatethefinaleffectsofbrandbuilding:

brandloyalty,notvulnerabletocompetitivemarketing,largermarginprofits,flexibilityofprice-cutting,andconsumers’non-sensitivitytowardprice-rising,increaseofmarketingcommunicationresultandefficiency,possiblepermissiveprofitsandmoreactiveresponsetowardbrandextension.

TheCBBEmodelconsistsoffourstepsandsixblocksforcreatingastrongbrand.

InCBBEmodel,therearefourstepsandsixblocksforbrandbuilding.AccordingtoKeller’sopinion,thismodelisdevelopedtoanswerthefollowingtwoquestions:

first,whichelementshelpbuildastrongbrand?

Second,howcanacorporationbuildastrongbrand?

BasedonCBBEmodel,ittakesfourstepstobuildastrongbrand.Thefourstepshaveatemporalandlogicallyprecedencerelation:

buildingbrandidentity,createbrandmeaning,guidingcorrectbrandresponse,andbuildingarelationbetweenthebrandandtheconsumers.Inthemeantime,theabovefourstepsrelyonthesixdimensionsofbrandbuilding:

brandsalience,brandperformance,brandimagery,consumerjudgment,andconsumerfeelingandconsumerresonance.Amongthem,brandsaliencecorrespondstobrandidentity;brandperformanceandbrandimagerycorrespondtobrandmeaning;consumerjudgmentandconsumerfeelingcorrespondtobrandresponse;consumerresonancecorrespondstobrandrelation.

Step1.BrandIntensity–Whoareyou?

Firstofall,tobuildacorrectbrandidentityneedstobuildbrandsignificancebasedonconsumers.Brandsignificanceisalsocloselyrelatedwiththefollowingissues:

thefrequencyandeasinessofthisbrandtobementionedbyconsumersindifferentsituations;howeasyisthisbrandtoberecognizedbyconsumers;andthepersuasivenessofthebrandawareness.Thetwocriticaldimensionstodifferentiatebrandsignificancearebranddepthandbrandbreadth.Branddepthmeanseasinessofabrandtoberecognizedbytheconsumers;brandbreadthmeansthepurchasingscaleorconsumingsituationwhentheconsumersthinkaboutthisbrand.Ahighlysignificantbrandisabletomakeconsumerspurchaseadequately,andalwaysthinkthisbrandwithintheselectivescale.

Step2.BrandMeaning–Whatareyou?

Secondly,abouthowtocreateasuitablebrandmeaning,thekeyistocreateahighbrandperformance,buildagoodbrandimageandabrandsaliencebasedonconsumers.Theidentificationofbrandmeaning,fromthefunctionperspective,referstoconsumerassociationrelatedtobrandperformance;fromtheabstractperspective,itreferstoconsumerassociationrelatedtobrandimage.Theseassociationscanbeformedthroughtheconsumers’ownexperience,orthroughtheinformationintheadvertisementorword-of-mouthcommunication.

Brandperformancereferstoproductorservice’soutwardmanifestation,whichistosatisfyconsumers’functionalrequirements.Itincludesbrandinternalproductorservicefeatures,andvariedelementsrelatedtoproductorservice.Specifically,brandperformanceincludesthefollowingdimensions:

theprimaryandsupplementaryfeaturesoftheproduct;productreliability,durabilityandserviceability;serviceefficiency,effectandtheattitudeoftheserviceprovider;productstyleandmodel;price.

Brandperformance.Brandperformancereferstothewaytheproductorservicesatisfiestheconsumers’functionalrequirements,whichisaninherentbrandqualityandthebenefitsprovidedtoconsumers’bythesequalities.Differentproductshavedifferentbrandperformancequalities,andprovidedifferentbenefitstoconsumers.Generally,abrandhasfiveimportantqualitiesandthusfivekindsofbenefitsprovidedtoconsumersbythesequalities.Theyestablishthefoundationofbrandperformance.

Brandperformancefeatures

（1）Primaryandsupplementaryfeaturesofproduct.Productprimaryfeaturesarethepreconditionstosatisfyconsumers’requirementsanddesire,andthebasisofconsumers’expectancyonproductperformancelevel.Forexample,thehospitalityissupposedtoprovidebeds;restaurantsaresupposedtoprovidefood;automobilesaresupposedtobedriven;etc.Meanwhile,besidesthesebasicfeatures,consumersalsoexpectforsomesupplementaryfeatures:

forexample,theymighthopethebedsinthehospitalityshouldbecomfortable,anditwouldbebetterifthereisaTVset,orthetrain,busorpassengerticketbookingserviceisavailable.

（2）Productreliability,durabilityandserviceability.Reliabilitymeansconsistencyofproductperformanceduringacertainperiod.Durabilityreferstoproducteconomicexpectancy.Serviceabilitymeanstheconvenienceofproductmaintenance.Productsprovidedtoconsumersshouldpossessreliability,durabilityandserviceability.Therefore,consumers’recognitiontowardproductperformanceisinfluencedbythefollowingfactors:

thetimelinessandpolitenessofcustomerserviceandtraining.

（3）Serviceeffectiveness,efficiencyandempathy.Serviceistheextensionofproduct;itisanimportantcomponenttorealizeproductfunctionandsatisfyconsumers’requirementsanddesire.Therefore,brandproductanditsservicearetightlyintegrated;serviceinflu