英文文献023品牌决策与管理.doc

外文翻译： 菲利普科特勒营销管理-品牌决策与管理原文来源：Brand decision-making and management更多原创经管论文及英文文献与翻译请访问：http:/经管论文.com/ ,并提供定制服务译文正文： 品牌决策与管理 品牌的含义 品牌是用以识别产品或企业的某种特定的标志，通常以某种名称、记号、图案或其他识别符号所构成。在产品的品种类别如此繁多的当今市场上，若没有品牌，就象一个班级的所有学生没有姓名和编号一样，是不可思议的。不仅生产者无法吸引消费者来购买自己的产品，消费者也无法根据自己的偏好，在市场上进行商品的选购。所以“指名购买”已经成了当今市场上购买大多数商品的必要形式，品牌也就确定了其不可或缺的重要地位。 在现实经营活动中，品牌和商标是有一定区别的，一般来说，品牌是一种泛指，凡是能够用以识别产品差异，并被市场所认识的任何名称和符号，都可称作品牌、如金华火腿、南翔小笼包、城隍庙五香豆等。但真正能成为商标的，则必须是经过正式登记注册的，受到法律保护的品牌要素，包括特定的名称、图案、文字、标识等等。没有经过注册的品牌不受法律保护，所以也就难以成为独有的识别标志商标。甚至在被他人注册之后，就不得不放弃使用。在中国，注册的商标旁一般都有R符号作为“已注册”的标志。 品牌由于依附于某种特定的产品和企业而存在，所以通常它也就成为这种产品和企业的象征。当人们看到某一品牌时，就会联想到其所代表的产品或企业的特有品质，联想到在接受这一品牌的产品或企业时所能获得的利益和服务。这就构成了品牌的基本属性。然而由于品牌本身又是一种文字和图案，其本身所具有的文化内涵，也会使人们产生某种联想，所以品牌的内涵就变得十分复杂。通常来说，品牌的内涵可以从六个方面来认识： 属性：是指品牌所代表的产品或企业的品质内涵，它可能代表着某种质量、功能、工艺、服务、效率或位置。 利益：从消费者的角度看，他们并不是对品牌的属性进行简单的接受，而是从自身的角度去理解各种属性对自身所带来的利益，所以品牌在消费者的心目中，往往是不同程度的利益象征，消费者会以品牌所代表的利益大小来对品牌作出评价。 价值：品牌会因其所代表的产品或企业的品质和声誉而形成不同的等级层次，从而在顾客心目中形成不同的价值。同时它也体现了企业在产品设计和推广中的某种特定的价值观。 文化：品牌是一种文化的载体，其所选用的符号本身是一种显在文化，它可使人们产生同其文化背景相应的各种联想，从而决定其取舍。品牌所代表的产品或企业本身所具有的文化特征，也会在品牌中体现出来，被人们理解和认同，这是品牌的隐含文化。 个性：好的品牌应具有鲜明的个性特征，其不仅在表现形式上能使人们感到独一无二，新颖突出，而且会使人们联想到某种具有鲜明个性特征的人或物，这样才能使品牌产生有效的识别功能。 角色感：品牌还体现了一定的角色感，因为它往往会是某些特定的顾客群体所喜欢和选择的，从而使某些品牌成为某些特定顾客群体的角色象征。群体之外的人使用该品牌的产品会使人感到惊讶。这也就是使用者同品牌所代表的价值、文化与个性之间的适应性。 品牌的价值 品牌所固有的内涵，使各种不同的品牌，具有了其可能衡量的价值。品牌价值量的形成主要是由于品牌使产品或企业在市场上所形成的竞争力产生差异，这会使其价格和营销成本发生很大的不同。如任何商店都不会担心“可口可乐”的销路，而对一个不知名的新饮料却要投放很大的促销精力。 品牌的竞争力是形成品牌价值的基础，品牌竞争力一般会表现为五种层次： 1、品牌无知：大多数消费者不知道该品牌，品牌的竞争力最差； 2、品牌认识：消费者对品牌有一定程度的认知，但不一定将其作为选购对象，品牌竞争力一般； 3、品牌接受：大多数消费者不会拒绝购买这样的品牌，品牌的竞争力较强； 4、品牌偏好：在各种品牌比较中，消费者倾向于购买这一品牌，品牌竞争力更强； 5、品牌忠实：相当部分消费者非该品牌不买，品牌的竞争力最强。 品牌的竞争力 品牌竞争力强的产品一般所需要的营销成本就比较低，它可能不需要化费很多的广告费用去增加自己的知名度，甚至可以使同样品牌的新产品进入市场的成本大大减少；品牌竞争力强的产品可能比同类产品卖出较高的价格；由于消费者愿意购买好品牌的产品，从而使企业增加了同中间商讨价还价的优势。这些情况最终使品牌竞争力强的企业能够获得比其他同类企业更高的利润，所以品牌也就具有了其可以被衡量的价值。它同企业的其他财产一样，可以被测量，甚至可以被转卖。品牌因其价值的存在而成为企业的一种无形资产。 品牌的性质和效应 品牌的内涵使品牌具有了一些特定的性质。 首先是品牌的依附性。即品牌都是依附于一定的产品或服务而存在的。品牌的声誉和价值也是主要因其所代表的产品或服务的品质优劣而不同的；人对一个本不知名的品牌的接受通常总是建立在对其所代表的产品接受的基础之上的，名牌产品也首先是因其品质的优良而著名的。 其次是品牌的异化性。虽然品牌必须依附一定的产品或服务而存在，并因产品或服务的优劣而优劣，但是当品牌一是被大多数人所了解，其所代表的产品或服务的品质声誉就会转化为品牌本身的声誉，品牌就有可能脱离产品和服务而独立发挥作用了。人们很可能“认牌不认物”，将某种品牌直接看作某种品质的象征了。于是品牌就出现了异化，成为人们意识中某种抽象的品质，价值或文化的象征。 再次是品牌的延伸性。由于品牌的异化性，所以当某一品牌脱离其原来所依附的产品或服务，用于新的产品或服务时，其所代表的品质、价值或文化也会随之延伸到新的产品上去。人们会对冠以相同品牌的产品视为同一品质，同样表示欢迎或加以拒绝，于是就构成了品牌效应。 在营销活动中，必须十分注意对于品牌效应的利用。对于优秀的品牌，应充分发挥其延伸效应，应当尽可能将该品牌用在企业所生产的其他产品上，从而降低这些产品的营销成本，迅速打开市场销路。但是必须注意的是，使用优秀品牌的产品，品质必须也能保持优秀。否则若发生品质低劣的问题，影响的也决不仅是一个产品，而是整个品牌的声誉；而对于劣质品牌，则千万不能将其延伸到新的产品上去，否则也会因品牌的低劣而使人们对新产品的品质也产生怀疑；甚至一个企业对于其档次不同的产品，一般也最好不用同样的品牌。如果将一个原来用于中低档产品的品牌，延伸到高档的产品上去，人们也会将高档产品误解为是中低档的产品。 利用品牌效应的又一种做法是“借品牌”，这有两种含义，一是对于非同类产品，可以借用一些在其他类型的产品上已经比较成熟的品牌，特别是优质品牌，以此来推广自己的产品，（这在法律上是允许的）；二是在初次进入某一产品领域时，可通过协商或特许的方式，借用成熟的品牌先打开销路，当自己产品开始普遍受到欢迎，品质已为消费者所认同的情况下，再冠以新的品牌，这样就能减少市场进入的风险。 Brand decision-making and managementBrand meaningBrand is used to identify a particular product or business signs, usually a name, symbol, logo or other identifier posed. Species of the product were so many on the market today, if not the brand, as a class all students are not the same as the name and number is incredible. Producers not only to attract consumers to buy their products, consumers can not according to their preferences in the market to buy goods. Therefore, the name to buy has become a commodity market today, most of the necessary forms to purchase the brand also confirmed its indispensable role.Business activities in the real world, brands and trademarks are certain differences, in general, branding is a generic, all differences can be used to identify the product, and is the market know of any names and symbols, could be called brand such as ham, Nan Xiang Xiao Long Bao, Temple Wu Xiangdou so. But the real can become trademark, it must be through formal registration, legal protection of brand elements, including specific names, images, text, logos and so on. Not been registered brand from legal protection, and therefore would hardly be a unique identifier - Trademark. Even after registration by others, would have to abandon the use. In China, the registered trademark symbol next to generally have R as a registered sign.As attached to a particular brand of products and businesses there, so often it became a symbol of the product and business. When people see a brand, they will think they represent the unique quality of product or business, think of the brand in the acceptance of the products or business interests and the time available to service. This constitutes the basic attributes of the brand. However, as the brand itself is a kind of text and graphics, which has its own culture, to also make it some kind of association, so the connotation of the brand becomes very complicated. In general, the connotation of the brand can be recognized from the following six aspects:Property: is refers to the brand represents products or businesses Pinzhineihan.Benefits: From a consumer perspective, they are not simply attributes the brands acceptance, but from their point of view to understand the various attributes of their own benefits, so the brand in the consumers mind, Wang Wang varying degrees of interest is a symbol consumers to the brand represents the interests of the size of an evaluation of the brand.Value: Brand will represent their product or business reputation of quality and the formation of a different hierarchy, and thus the formation of different value customers in mind. It also reflects the company in product design and promotion of certain specific values.Culture: Brand is a carrier of culture, its use of the symbol itself is a remarkable culture, it allows people to generate their cultural background with the corresponding range of association, to determine their choice. Brand represents product or business itself has a cultural identity, will be reflected in the brand, is understood and agreed that this is implicit in the brand culture.Personality: good brand should have a distinct personality, its not only make people feel unique form of expression, new prominence, and make people think of a person or thing has a distinct personality, so as to enable an effective brand of recognition.Role of the flu: the brand also reflects the sense of a role, as it often is some specific groups of customers like to choose, so some of the brand into the role of some specific group of customers symbol. Groups of people outside of the brands products make use of surprise. This is represented by the user with the brand values, culture and personality fit between.The value of brandMeaning inherent in the brand, so that a variety of brands, with its value may be measured. Brand Value formation was mainly due to brand the product or business in the market competitiveness formed differ, this will happen to prices and marketing costs very different. If any stores are not worried about Coca Cola the market, while an unknown new beverages have to put in a great promotional energy.Brand competitiveness is the basis for the formation of brand value, brand competitiveness generally manifested as five levels:1 brand of ignorance: most consumers do not know the brand, brand competitiveness of the worst;2, brand awareness: Consumers have a certain level of brand awareness, but not necessarily as a purchase target, brand competitiveness general;3 Brand to accept: most consumers will not refuse to buy this brand, the brand more competitive;4, brand preference: comparison of a variety of brands, consumers tend to buy the brand, the brand more competitive;5, Brand loyalty: a considerable part of consumers to the brand do not buy non-brand most competitive.Competitive brand products generally require relatively low marketing costs, it may not need to cost a lot of advertising money to increase his own fame, or even the same brand new products to market significantly reduce the cost; brand competitiveness strong product may sell higher than the price of similar products; as consumers are willing to buy a good brand of products to enable enterprises to increase the advantage of bargain with the middlemen. Which ultimately make the brand competitive than other similar businesses to get business more profitable, so the brand also has its value can be measured. It is the same as with other property companies, can be measured, or even can be sold. Because of the presence of the brand value of an enterprise of an intangible asset.The nature and effect of brandBrand meaning to brand with a number of specific properties.The first is brand dependent. That are dependent on a certain brand of products or services exist. Brand reputation and value is represented mainly because the quality of the product or service strengths and weaknesses and different; people to a brands acceptance of the unknown almost always build their products represent the basis of accepted , also the first brand is known for its excellent quality of the.Second, the alienation of the brand. Although the brand must be attached to certain products or services exist, and because of the merits of the product or service strengths and weaknesses, but when the brand was first, most people know, they represent the quality reputation of products or services will be transformed into the reputation of the brand itself, the brand is likely to separate from the products and services play. One might know the card does not recognize objects, will direct a brand as a symbol of quality. So the brand will appear alienation, a sense of the people some abstract quality, value, or cultural symbol.Extension of the brand again. As the brands alienation, which is why when a brand from its original attachment of the products or services, for new products or services, they represent quality, value or culture will follow up extended to new products. It will be the same brand of products labeled as the same quality, also welcomed or rejected, so they constitute a brand.In marketing, we must pay great attention to the use of the brand. For the best brands, should give full play to its extended effects, it should be possible to use the brand in other products produced by enterprises, thus reducing the cost of marketing these products, quickly open the market outlets. It must be noted that the use of quality branded products, must also be able to maintain a goo