品牌建设之路.doc

标题：The road of brand construction 原文：Brand buildingBrand EquityThere is no uniform definition of brand equity till now. There are several different models of brand equity. Keller(1993) wrote an article about brand equity on JM, and made commentary study on the concept of brand equity. Farquhar(1990) defined brand equity as the added-value or added-benefit that brought by a brand to the product, which exceeds the use value of the product. DAaker(1991) 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 company and customers. Keller(1993and 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 didnt 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 become the mainstream trend. In addition, brand recognition and brand association are the two elements that impact “Brand Equity” the most.Brand awarenessBrand awareness refers to the two-way 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; secondly, brand awareness will affect consumers attitude toward bran; in addition, brand awareness will influence consumers brand selection and brand purchasing. Brand imageBrand 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 strong brand just with a good image while without powerful strength. On the other hand, brand image manifests brand strength; 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 top-ranking company 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 company want to win the market, it is critical to create a brand image that will attract potential customers. CBBE MODEL According to Kellers 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). Kellers theory is a brand-building theory of “brand design + marketing mix”. More comprehensively speaking, the starting point and goal of thinking should be consumers value perception. Keller 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 well-known 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 competitive marketing, larger margin profits, flexibility of price-cutting, and consumers non-sensitivity toward price-rising, increase of marketing communication 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 Kellers 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; brand performance and brand imagery correspond to brand meaning; consumer judgment and consumer feeling correspond to brand response; consumer resonance corresponds to brand relation.Step1. Brand Intensity Who are you? First of all, to build a correct brand identity needs to build brand significance based on consumers. Brand significance is also closely related with the following issues: the frequency and easiness of this brand to be mentioned by consumers in different situations; how easy is this brand to be recognized by consumers; and the persuasiveness of the brand awareness. The two critical dimensions to differentiate brand significance are brand depth and brand breadth. Brand depth means easiness of a brand to be recognized by the 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; from the abstract perspective, it refers to consumer association related to brand image. These associations can be formed through the consumers own experience, or through the information in the advertisement or word-of-mouth communication.Brand performance refers to product or services outward manifestation, which is to satisfy consumers functional requirements. It includes brand internal product or service features, and varied elements related to product or service. Specifically, brand performance includes the following dimensions: the primary and supplementary features of the product; product reliability, durability and serviceability; service efficiency, effect and the attitude of the service provider; product style and model; price.Brand performance. Brand performance refers to the way the product or service satisfies the consumers functional requirements, which is an inherent brand quality and the benefits provided to consumers by these qualities. Different products have different brand performance qualities, and provide different benefits to consumers. Generally, a brand has five important qualities and thus five kinds of benefits provided to consumers by these qualities. They establish the foundation of brand performance. Brand performance features(1)Primary and supplementary features of product. Product primary features are the preconditions to satisfy consumers requirements and desire, and the basis of consumers expectancy on product performance level. For example, the hospitality is supposed to provide beds; restaurants are supposed to provide food; automobiles are supposed to be driven; 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 comfortable, 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; it is an important component to realize product function and satisfy consumers requirements and desire. Therefore, brand product and its service are tightly integrated; service influences consumers brand association. Service effectiveness refers to how effective the brand satisfies consumers service requirements; service efficiency refers to the speed to provide service; 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 with higher prices is due to its high efficiency and personalized service. （4）Style and design. Consumers association of a product does not only come from its function, but also from the aesthetic perspective like the size, shape, material and color of the product. Different products should have different styles and patterns toward different consumer groups to satisfy different requirements. Brand style and pattern depends on consumers perception, especially their perception during the purchasing process. Therefore, observations should be conducted to understand and grasp consumers preferences of product style and pattern, and communications should be made through corresponding media to instigate consumers association. （5）Price. In his Marketing Management, Philip Kotler pointed out that consume delivered value refers to the difference between the total value the consumer got and the total expenditure the consumer made. The major part of the expenditure is the currency expenditure, i.e. the price. Therefore, price is a standard of comparison consumers use to evaluate if the product or service they buy deserves its price; it is also a critical aspect that determines if consumers are satisfied after purchasing, and if brand loyalty could be established in the end. In the mean time, price can also create consumers brand association: for instance, associations like that a high price means a high value, a good taste and a high level. Among the same category products, the price position and fluctuation frequency of a brand name product will impact its brand association. For example, a high and stable priced product will associate consumers with a high quality of the product.Another dimension of brand meaning is brand image. Brand image is related to the product or services external assets, including abstract requirements such as the brand satisfying consumers psychological and social requirements. The brand image mentioned in the CBBE model is composed by four elements: consumer characteristics, purchasing channels and using conditions, specific characters and values, brand history, tradition and developing history.Step3 .Brand Response- What do I think or feel about you? Consumer Brand Resonance.In addition, efforts should be made in two aspects to guide correct brand response. Brand judgment refers to that the firm should focus on consumers opinion on the brand. Consumers judgment of a brand mainly included its quality, credibility, purchasing consideration, and superiority.Consumer Feelings. Brand feelings refer to consumers sensitive feelings toward a brand, including warmth, fun, excitement and security.Step4 .Brand Relationship- What kind of association and how much of a connection would I like to have with you?Last but not least, on building an appropriate consumer-brand relation, the key is to generate consumer resonance toward a brand. Brand resonance is composed of four dimensions: behavioral loyalty, which refers to the frequency and number of repeated purchasing; attitude attachment, which means that consumers think this brand is very special and unique, they love this brand, and they wont swift to another brand selling the same-category product; sense of community refers to the connection between consumers by using product of this brand, and forming a subculture group; active engagement means that besides purchasing this brand, consumers are actively concerned about information of this brand, visit its website and actively participate related activilities.出处：David Aker. The road of brand constructionJ. Marketing.2005.47(2)标题：品牌建设之路译文：品牌建设。品牌资产。关于品牌资产，迄今为止尚未形成统一的定义，存在着种种不同的概念模型，Keller(1993)在JM上撰文对品牌资产的概念进行了评述性研究。Farquhar(1990)曾将品牌资产定义为品牌给产品带来的超越其使用价值的附加值或附加利益。DAaker(1991)认为，品牌资产是与品牌、名称、标识、符号等相关联的一系列资产或负债，它可能增加或减少相应产品或服务对公司和顾客的价值。Keller(1993和1998)从顾客的视角来定义品牌资产，认为品牌资产的本质是由顾客的既有品牌知识所导致的顾客对品牌营销活动的差异化反应。尽管学者们对于品牌资产进行定义的视角和侧重点有所不同，但他们理解品牌资产的视角不外乎三个，即基于顾客的品牌资产、基于市场效果的品牌资产和基于金融市场产出效果的品牌资产。Keller于1993年提出的CBBE模型后来发展成为品牌理论研究进程中最高的里程碑。基于顾客的品牌资产研究已成为主流研究趋势。另外品牌认知和品牌联想是对“品牌权益”影响最大的两个因素品牌意识。品牌意识是指在消费者记忆系统中品牌元素与产品类别等与购买决策有关信息的双向联系强度。可以通过深度和广度来描述。品牌意识的深度是指品牌出现在消费者脑海中的可能性和难易程度，与品牌被回忆起或是认出的可能性有关；品牌意识的宽度指的是能引起品牌在消费者脑中出现的特定购买和使用情景的数目，与大脑中出现品牌这个概念的各种购买和消费的情形有关。品牌意识对品牌资产有多方面的贡献。首先，品牌意识是品牌联想形成的基础。其次，品牌意识会影响消费者的品牌态度。另外，品牌意识还影响到消费者的品牌选择、品牌购买。品牌形象。品牌形象是消费者对品牌的总体感知和看法，是品牌资产的关键驱动要素品牌形象和品牌实力一起构成品牌的基石，是品牌的基础，是企业整体形象的根本。品牌实力决定和影响着品牌形象，仅有良好的形象而没有雄厚的实力，无法树立起坚实的品牌；同时，品牌形象表现品牌实力，仅有雄厚的实力而没有良好的形象同样不能构造品牌大厦。二者密切结合才能满足消费者物质和心理的需求，创造出一流的企业形象。 品牌形象与品牌识别既有区别，又有联系。二者的区别在于，品牌识别是品牌战略者希望人们如何看待品牌，而品牌形象是现实中人们如何看待品牌的；二者的联系在于，品牌识别是品牌形象形成的来源和依据，而品牌形象在某种程度上是执行品牌识别的结果。能否创造一个吸引潜在顾客的品牌形象是致胜的关键。CBBE模型。按照凯勒(Keller)的观点,该模型的创建旨在回答如下两个问题:一是哪些要素构成一个强势品牌;二是企业如何构建一个强势品牌。凯勒认为企业创建品牌是通过一系列的创建工具实现的 而这工具就是CBBE。CBBE模型有三组工具，包括选择品牌构成的要素、开发配套的营销组合，以及各种辅助的影响消费者对品牌（产品）联想的因素.凯勒的理论是一个“品牌设计+营销整合”的品牌创建理论，更加全面，思考的出发点和目的是顾客价值感知。凯勒认为，品牌创建过程实际上就是整合利用这些工具（投入），进而影响消费者对该品牌的知识和品牌联想（转换过程），最终创造出品牌的价值（产出）。而一个强势（strong brand）或著名品牌（well-known brand）就是一个具有很高品牌价值的品牌，凯勒认为评价品牌创建最终成效体现在以下八个方面：品牌的忠诚度；不易受到竞争性营销行为伤害；更大的边际利润；对降价富有弹性；顾客对涨价不敏感；提高营销沟通的效果和效率；可能的许可收益；对品牌延伸更加积极的反应。CBBE模型中, 品牌塑造有4个步骤和6大块。按照凯勒的观点,该模型的创建旨在回答如下两个问题:一是哪些要素构成一个强势品牌;二是企业如何构建一个强势品牌。根据CBBE模型,构建一个强势品牌需要进行四个步骤的工作.这四个层面具有逻辑和时间上的先后关系：先建立品牌识别，然后创建品牌内涵，接着引导正确的品牌反应，最后缔造品牌与消费者关系。同时，上述四个层面又依赖于构建品牌的六个维度：品牌特征(Brand Salience)；品牌表现(Brand Performance)；品牌形象(Brand Imagery)；消费者评判(Consumer Judgment)；消费者情感(Consumer Feeling)和消费者共鸣(Consumer Resonance)。其中，品牌特征对应品牌识别；品牌表现与品牌形象对应品牌内涵；消费者评判和消费者情感对应品牌反应；消费者共鸣对应品牌关系。第一步,品牌识别你是谁？建立正确的品牌标识需要创建基于消费者的品牌显著性。品牌显著性又与如下问题紧密关联,比如该品牌在各种场合下能够被消费者提及的频率和难易程度,该品牌在多大程度上能够被消费者轻易认出,哪些关联因素是必要的,该品牌的知晓度有多少说服力等等。区分品牌显著性的关键维度是品牌深度和品牌宽度。品牌深度指的是品牌被消费者认出的容易程度;品牌宽度则指当消费者想起该品牌时的购买范围和消费状况。一个高度显著的品牌能够使消费者充分购买并在可选择范围内总是想起该品牌。第二步,品牌内涵你什么？在创造合适的品牌内涵方面,关键是创建较高的品牌绩效和良好的品牌形象,并建立基于消费者的品牌特征。品牌内涵的辨识,从功能性的角度,主要指与绩效相关的消费者联想;从抽