建立和发展品牌资产外文文献翻译Word文件下载.docx

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brandthroughtheconceptof 

equity.Thissubjectisimportantbecauseitbringstotheforegroundanewperspectiveontheconceptsanalyzedbyotherauthors,onthesensorysegmentanditsimpact（intermsofconsumerbehaviorandexperience）,onthesubsequentattributesfor 

brands 

atthelevelofnotoriety,qualityandotheraspectsthatbuild 

equity.Theresearchanalysessomeimportantaspectsforthisstudy,likethedegreeofknowledgeonthelocalmarketofthemain 

ofthecoffeeshopstogo;

thecoffeetogo'

sfrequencyofconsumption;

perceptionofsensoryfactors,consumerexperienceand 

amongconsumers.

Keywords:

equity;

sensorybranding;

customerexperience;

sensoryfactors;

coffeeshopstogo.

Introduction

Inthelastdecade,globalsocietyhasbeenputinfrontofmomentsthathavefundamentallymarkedtheconceptofbrandingoradvertisingintheonlineenvironment.Since1990theonlineadvertisingenvironmenthasdevelopedwithafastgrowth,witheffectsinnowadaysvirtualreality.Indeed,todaywearenotjusttalkingaboutconsumerproducts.Todayweareincreasinglyconfrontedwithwhat 

meansandhowitcanlastforalongtime.Untilrecently,wenoticedaratherrudimentaryroutineintherelationshipbetweenconsumer, 

brand,andcompany.However,betweenthem,thecomplementarityrelationshiphelpsthe 

todifferentiateitselffromtheothers,andtheconsumerismoreattachedtoit.Ontheotherhand,themaincompanieshavebeenandarealwaysinterestedininnovatingandlookingforefficientandsecuresolutionsinimprovementprocessofproducts,sothattheconsumeralwaysstaysintheproduct'

smarketsegment.

The 

brand'

spowerfromstart-uptorecognitiongainedovertimeisreflectedinhighsalesfigures,beingasignificantdetachmentfromthecompetition.Ontheotherhand,thebrandingprocesshelpstodefineanddeveloptheconceptof 

fromadualperspective-oneatthelevelofconsumer（behaviorandattachmenttothepreferred 

ortheintentiontoprefera 

brand）andtheotheratthelevelofcompany（hereismainlythefinancialandeconomicobjectives）.Returningtothebrandingprocess,thelatterhelps 

todevelopthroughaprocessofcreatingthedifferencesbetweentwoormore 

inthesamemarketsegment.Thus,throughthisconcept,weobservethosevaluesaddedtotheproductorservice 

brand,allofthesebeingmarketingactivities.

Literaturereview

Brand 

equity

Therearemanydefinitionsofthe 

concept,eachofthemfocusesononemeaningoranother.Amongthemany,themostwidelyaccepteddefinitionisAaker（1991）:

apackageofassetsandliabilitiesassignedtoa 

（linkedtoaname,logo,etc.）thataddsordecreasesthevalueprovidedbyaproductoraservicetotheconsumer.Inshort, 

representsasetofknowledge,perceptionsandconsumerbehaviorsthatcreatemarketdemandfora 

brand.

ThemultitudeoftheseassetsandliabilitiesinAaker'

s（1991）visionishighlightedandanalyzedfromtheperspectiveofsomecentralelements:

loyalty, 

brandrecognition（awareness）,perceivedquality, 

associationwithperceivedquality,other 

assets.

canbeconstructedandanalyzedfromtwoperspectives.Ontheonehand,fromthepointofviewoftheconsumer,throughthemultitudeofreactionswhichhehastoaparticular 

（productand/orservice）-recognition,association,perceivedquality,etc.Ontheotherhand,theconceptcanbecontextualizedfromthebusinessperspectiveofcompanies.Herewediscusscommunicationstrategiesandinnovationlevelontheproductline（productorserviceprototype,productionline,distributionlineorafter-salesactivities）oratthebusinesslevelasawhole.

Theconsumer-brand 

relationshiphasalwayshadontheforefrontthisanalyzingoftheevolutionofcompaniesintheprocessofcreating,growingandsupporting 

brands.Totalkabouttheprocessofcreatingastronger 

orsupportingitinthecompetitivemarketsegment,wemusttakeintoaccountthestrategiesused.Fromthepointofviewofthese,intheprocessof 

equity'

s 

building,wecanseealotofstrategiestocreateorsupportthisprocess.Alltheseprocessesandstrategieshavearoleincreatingandshapingtheconsumer-brand-marketrelationship,multiplerelationshipswhereeachcomponentsupportseachothertodefinethedegreeofinterdependencebetweenthem.

Sensorybranding

Sensorymarketing,schematicallyillustratedinFigure1,canbedefinedasthatmarketingthatinvolvesconsumers'

sensesandaffectstheirperception,judgments,andbehavior.Fromamanagerialperspective,sensorymarketingcanbeusedtocreatesubconscioustriggersthatdefinetheconsumer'

sperceptionofproduct'

sabstractnotions（itisthesophisticatedproduct,isthehigh-qualityproduct,isthestylishproduct,isthemodernproduct）.Fromtheperspectiveofresearch,sensorymarketinginvolvesanunderstandingofsensationsandperceptionswithapplicationtoconsumerbehavior（Krishna,2012）.

signsareexternalobviouselementssuchaslogo,name,colors,signature,fonts,images,promotions,design,distributionchannels,tactileelements,soundeffects,etc.Agoodsignalofbrandingmakespromisemadebythe 

idea.Sothe 

istheidea,whilebrandingconsistsofconveyingthisidea（Adamson,2009）.

Someofthe 

signshavebeenexploitedexcessivelybycompanies,whichhasledtoareductionintheireffectovertime.Thatiswhyotherwaystoattractcustomers'

attentionmustbeusedtoday.Thesolutiondevelopedbyoneofthemostdistinguishedbrandingexperts,MartinLindstrom,isthatofthesensory 

-anewvisionwhoseemotionalbasisisbasedona 

thatwillbecomeasensoryexperience.

Allthecommunicationtechniquesusedtodayhaveonethingincommon:

theyarebasedontwosenses-sightandhearing,completelyignoringthefactthathumanbeingsstillhavethreesenses.Soinordertohaveaviablefuture, 

willhavetoincorporateaplatform-aprogramthatintegratesthefivesenses.Thus,theconstructionofthefuture 

willmovefromabisensorialapproachtoamulti-sensoryone（Lindstrom,2009）.Thus,the5fundamentalsensesarevisual,auditory,tactile,taste,smell.Allthesesensesareessentialinanyformofcommunicationandlifeexperience.Inconceiving 

brands,themoresensorypointsareintroduced,thegreaterthenumberofsensorymemoriesactivated.Thehigherthenumberofsensorymemoriesactivated,thestrongerthelinkbetweenthe 

andtheconsumer（Lindstrom,2009）.

Asthetransitionfromthetwo-dimensionalmodelisachieved,advancingtoaholisticapproachwiththesefivedimensions,itisnecessarytoconstructasensograminordertocalculatethedynamicsofinteractivitybetweenthefivesenses.Intheory,averystrong 

willstimulateallfivesenses,whileweaker 

willonlytargetoneortwosenses（Lindstrom,2009）.

Theaimofsensorybrandingistofacilitatethesystematicintegrationofthesensesinthecommunicationprocess,intheproductandservices.Thefundamentalobjectiveofsensorybrandingistocreateastrong,positiveandloyalbondbetweenthe 

andtheconsumersothatthelatterreturnstothe 

repeatedly,ignoringasmuchaspossibletheproductsofthecompetition.Thiscompletesensorysynergyproducesadominoresult.Justassensationsarestoredinmind,whenacertainsenseisactivated,itwill,inturn,triggeranothersensationandsoon,instantlytriggeringawholestringofmemoriesandemotions.Achievingsuccessusingtwoelementsisnotall;

theultimategoalshouldbetocreatesynergyinvolvingallsenses（Lindstrom,2009）.

Isconsideredthattherearethreeelementsthatmakeupthepsychologicaldimensionofthelinkbetweentheconsumeranda 

brand,asfollows:

sensorydimension（throughfivehumansenses）,cognitivedimension（throughthinkingcapacity）,andaffectivedimension（throughfeelings）.Thefirstdimension,thesensory,isamplifiedbytheothertwodimensionsandimplicitlyallthreecorrelate.AsMartinLindstrom（2005）inBroadsensorybrandingstates'

thewholeofhumanlifeandaccumulatedexperienceisbasedonoursensesthatconnectwiththemindandultimatelywiththeemotion.'

Applicationsin 

strategypointtothefactthatpackagingdesignhasbecomeaconstituentelementofthe 

brand,soithasastrategicroleincommunicatingitsessenceandinunderstandingthepsychologicalelementstoconceptualize 

strategy.Thus,consumer-basedpsychologymustbecomeausefultoolfor 

building 

strategy.

Therelationshipbetweensensorybrandingand 

experience

Sensorybrandinghasbeendevelopedfromthebi-dimensionalarea（visualandauditory）toamulti-dimensionalareathatincludestouch,taste,andsmell.Also,todaywetalkalotabouttheexperienceandtheconsumeraffinitywiththe 

brand.Ontheotherhand,withthediversificationofthemarket,moreandmorecompaniesaredeveloping,moreandmore 

offerproductsforthesameuses.Wearealreadytalkingaboutcompetitionandeach 

b