培养品牌意识是一种重要的管理思想英文文献及翻译

1、Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising EffectivenessEmma Macdonald and Byron SharpIn 1987 Resister and Percy wrote “Brand awareness is widely misunderstood and often wrongly measured, even by experienced managers”. Yet brand awareness is covered i

2、n most texts on advertising measurement, it is a central part of the popular hierarchy of effects advertising model, and marketing managers claim it as an important goal of their communications activities (Kelly 1991). This paper discusses recent theoretical developments which attempt to explain the

3、 role which brand awareness plays and then presents empirical findings concerning how Australian managers utilizes brand awareness as a measure of marketing and advertising effectiveness.Keywords: Brand Awareness The Role of Brand Awareness Resister and Percy (1987) describe brand awareness as being

4、 essential for the communications process to occur as it precedes all other steps in the process. Without brand awareness occurring, no other communication effects can occur. For a consumer to buy a brand they must first be made aware of it. Brand attitude cannot be formed, and intention to buy cann

5、ot occur unless brand awareness has occurred (Resister & Percy 1987; Resister et al. 1991). In memory theory, brand awareness is positioned as a vital first step in building the “bundle” of associations which are attached to the brand in memory (Stokes 1985). The brand is concept unlisted as a n

6、ode in memory which allows other information about the brand to be “anchored” to it ( Asker 1991b). The concept ululation of a network of brand associations in memory with the brand as a central core has been put forward by many others (e.g. Keller 1993; Holden 1993; Holden & Lutz 1992). Brand A

7、wareness in Decision MakingThe above two roles of brand awareness should be well known to marketing managers. The role of brand awareness in decision theory is probably less well known. Brand awareness and the consideration set Brand awareness has been hypothesized to play a crucial role in determin

8、ing the consideration set: the small set of brands which a consumer gives serious attention when making a purchase (Howard & Seth 1969; Mahayana & Makin 1975). The composition of this small set of brands which are considered during decision-making is important. A brand that is not considered

9、 cannot be chosen (Baker et al. 1986), and further, the probability of the brand being chosen is a function of the number of other brands in the consideration set, for instance, the probability of a brand being selected from 1, 2, 3, or 4 brands, decreases rapidly from 1.0 to0.5, 0.33, and 0.25 resp

10、ectively.In a situation where the consumer is aware of a number of brands which fit the relevant criteria, he or she is unlikely to expend much effort in seeking out information on unfamiliar brands. A brand that has some level of brand awareness is far more likely to be considered, and therefore ch

11、osen, than brands which the consumer is unaware of. Additionally, the strength of awareness of the brands within the consideration set can also be significant. Wilson (1981cited in Woodside & Wilson 1985) confirmed the importance of top-of-mind awareness in a study which found that the higher th

12、e position of the brand in the consumer's mind measured by unaided recall, the higher the purchase intention and the higher the relative purchase of the brand. In another study, increases in brand awareness were shown to increase the probability of choice even without any accompanying change in

13、attitude or perceptions (Nedungadi 1990). Brand awareness as a heuristicBrand awareness can also affect decisions about brands within the consideration set (Hoyer &Brown 1990; Keller 1993). Consumers may employ a heuristic (decision rule) to buy only familiar, well-established brands (Roselius 1

14、971; Jacoby et al. 1977, both cited in Keller1993). Consumers do not always spend a great deal of time making purchase decisions. In a study of pre-purchase search for laundry powder, Hoyer (1984) found that the median number of packages examined in-store was 1.2 before a selection was made. Dickson

15、 and Sawyer(1986) found that for purchases such as coffee, toothpaste and margarine, the consumer took an average 12 seconds from the time of first looking at the shelf to the time they placed the item in their trolley. In many cases consumers try to mini mise the costs of decision making in terms o

16、f time spent, and cognitive effort, by employing simple rules of thumb, such as 'buy the brand I've heard of'. This is particularly likely to occur in low involvement situations where a minimum level of brand awareness may be sufficient for choice (Hoyer & Brown 1990; Mackay 1990).In

17、 such situations, the consumer may lack the motivation or the ability to judge between brands (Petty & Cacioppo 1986). Goods become increasingly competitive. Technology, communication, sharing of knowledge resources, so that technical barriers to market entry significantly reduced, to induce a s

18、ignificant increase in competitors, and a large number of same kind of competition, making room for more expansion of consumer choice . This is forcing companies have to focus on the creation of competitive brands, enhance the brand strength, and in order to establish its prominence in the minds of

19、consumers with unique image. overall surplus in the supply market, survive down Only the best brands. Therefore, the fostering and protection of the brand to become an inevitable move. Chinese enterprises to participate in international competition, based on the needs of the world. With the speeding

20、 up of China's accession to the WTO, China and international markets to accelerate the rate of merging, the degree of deepening. The face of strong competitors, Chinese enterprises only established to highlight the national character, attached to the corporate culture of high quality and high re

21、putation of the brand to the world market, widely recognized and accepted. Rational consumer behavior, companies need to build brand awareness. The rich and diversified products, to improve the overall quality of the consumer, the adequacy of the dissemination of information has greatly enhanced the

22、 color of the rational consumer behavior. And this time, the brand has become consumers and the link between product produced, as they judge the merits of the value of the standard product. Only those who represent high-quality, high credibility of the brand, can occupy the minds of consumers long-t

23、erm land a seat. Operational status of the country brand Enterprises lack the brand awareness. China's enterprises in the long-term planned economy, enterprises in the lack of competition, there is no brand awareness, did not affect the brand as a valuable long-term competitiveness of intangible

24、 assets, and market awareness on this concept backward, are often more frightening than the product behind. Lack of brand awareness operations. Brand management is a complex system engineering, which includes the quality of the brand strategy, service strategy, marketing strategy a series of systema

25、tic and comprehensive work; it refers to the building and implementation of brand strategy for the purpose of to brand-name products as the core, the effective operation of the process of brand intangible assets. In China, most of the enterprises, but also a lack of operating system brand awareness.

26、 its performance under several aspects as: product concept behind the product stick to the narrow concept, and not always focus on the development and changes in market demand. Just a product-oriented business management, rather than market oriented. The concept of quality behind. Quality is the lif

27、e, the life of the brand, not backed by high quality brand, is no different from the source of water, without trees. In China, many enterprises, care for immediate benefits, lack of corporate long-term strategic development plan, can not be strictly to good quality, damage the interests of consumers

28、 of things happen. That is why many enterprises in the early days played a little bit of well-known brands, soon disappeared. The concept of competition behind. Do not get rid of the planned economy system, the mode of operation of enterprises, many enterprises in the creation and promotion of the b

29、rand, the lack of long-term strategic and tactical systems, the face of market opportunities do nothing, can not be implemented positive and effective means of competition, expand the brand's influence and market share. How to brand operation. To enhance the brand's comprehensive ability. Br

30、and is a systematic concept, the brand is a systematic long-term operation of the project, how the fierce competition to create their own brands, and continuously improve its image, not by an opportunity to bring the two accidental, but rather rely on their ability to enhance the comprehensive obtai

31、ned. (1) high quality. Quality is the life of the brand, the consumer brand recognition, first, the recognition of product quality, quality can not be guaranteed brand, there is no market competition, so the brand operation of enterprises, First, as should the quality of life elements 1 . (2) the qu

32、ality of services. Good brand needs good service, brand competition, an important way to service competition. The quality of services not only requires businesses to meet customer expectations of the potential psychological services, and, but also be able to seek service innovation, introduction of

33、unique services, beyond a general psychological expectations of consumers, the public left a deep and good impression.(3) technology and talents. In science and technology of today, the technology content of the brand competitiveness of the brand is playing an increasingly important role. High-tech,

34、 high value-added products is an important factor to enhance the brand, Therefore, investment in technology and personnel to participate in international competition, the brand's long-term strategy. (4) clever marketing tool. Intense competition in the market today, the smart brand marketing cam

35、paign is a bridge leading to the consumer, because only through a series of marketing activities, to enable the product to meet market needs, achieve a set of visibility and higher market share. Form a brand personality. Brand personality is a distinction between similar products in the main sign. T

36、he material carriers of the brand is the product, therefore, first in the brand's personality personalized products, different brands of products to meet the individual needs of different consumers , but also for enterprises to expand the market space. Secondly, the brand's personality is al

37、so reflected in the brand image of the shape on the individual. But brand image must be based on personalized products, from the kind of product features and quality, one-sided pursuit of publicity image will only lead to 1, name-making role, not a long time, consumers will make the right judgments,

38、 dressed in 5 color coat will be nowhere to hide the poor quality of products. Why is brand awareness misunderstood?Rossiter and Percy (1987) claim that the difficulty lies in that there are two types of brand awareness: brand recognition and brand recall, and which of these occurs will depend on th

39、e choice situation. Brand awareness does not necessarily require recall of the brand name. The consumer may identify a brand by its location (”the store on the corner”) or its packaging or shape (”the hexagonal bottle for Heinz tomato sauce”). Furthermore, brand recall may not be necessary for purch

40、ase; mere recognition of the brand in the store, “Hey thats the new banana flavoured milk” may be sufficient for purchase to occur. Lynch and Srull (1982) defined these different choice situations as stimulus-based (where all the relevant brand and attribute information is physically present), memor

41、y-based (where all relevant information must be recalled from memory) and mixed-choice (where some of the information is physically present, and some must be recalled from memory). Obviously, brand recognition occurs in stimulus based situations, and recall occurs in memory-based situations. Both ty

42、pes of awareness would occur in mixed-choice situations.The objective of this study was to determine the level of understanding of brand awareness amongst marketing practitioners, and their use of it as a measure of their marketing effectiveness.Author affiliation：Emma Macdonald is from the Departme

43、nt of Management, Newcastle UniversityByron Sharp is from the Marketing Science Centre, University of South Australia培养品牌意识是一种重要的管理思想艾玛·麦克唐纳和拜伦·山普1987 年，罗西特和柯利达写了一篇名为“品牌意识的内涵被普遍误解，甚至是对于经验丰富的经理”的文章。品牌意识的培养存在于大多数广告文本中，营销经理称它为影响广告效果的核心部分，是广告要达到的一个重要的目标。本文讨论了品牌意识理论的发展并尝试解释品牌意识所发挥的作用，最后列举了关于一位澳

44、大利亚的管理经理，用调查结果证实品牌意识的重要性的案例。 关键词: 品牌知名度品牌意识的作用珀西-罗斯特在著作中描述，品牌意识的传播是广告的核心部分，它优先于广告的所有其它的步骤和构成元素。没有品牌意识的产生,任何其他的沟通是没有意义的。让消费者去购买一个品牌的产品,必须先让他们对品牌产生一定的印象。品牌意识不能形成,购买就不能发生,除非品牌意识发生(罗斯特和珀西1987；罗斯特 1991)。在记忆理论中，品牌意识是至关重要的第一步。 品牌意识影响购买决策 品牌意识的作用应当被市场营销经理充分认识到，品牌意识的作用在决策理论中常常是不被重视的。品牌意识与购买过程 品牌意识在购买过程中扮演着重要

45、的角色，品牌之间的微小区别会影响消费者的整个购买过程(霍华德和四角及马克 1975;娜罗1969)。不同品牌的区别在购买决策过程中是很重要的影响因素。消费者购买某个品牌产品的数量是购买其他品牌产品数量的一个函数,例如,消费者决定购买一个品牌的产品，则另外一个品牌的产品被购买的几率会大大降低。 在这样一个情形下,因为消费者认知的品牌众多,有加之时间有限,他或她就不可能花费大量的精力去关注不熟悉的品牌的信息。一个品牌被消费者购买，是因为消费者对其印象最深刻，这一点是一般人没有注意到的。因此,品牌意识的强度对于购买过程是有积极意义的。1981年，威尔逊在一项研究中,发现商品被放在货架更高的位置时,品

46、牌在消费者心目中记忆更深刻,摆放的越高,购买意愿更强烈。 品牌意识对我们的启发 品牌知名度也能影响决策。消费者会按照一个购买模式(决策规则)去买熟悉的知名品牌。消费者并不总是花了大量时间来进行购买决策。索耶在研究中发现,用于购买,如:咖啡、牙膏和人造黄油等商品,消费者花了平均12秒，从第一次看见货架上的货物,到最后把该货物放在他们的购物车中。在许多情况下,消费者会尽量减小决策的成本和时间,运用简单的法则,如“买我听说过的品牌”。简单法则特别容易发生在消费者低度参与的情况下,其最低限度的品牌意识可能就足够提供选择。在这样的情况下,消费者可能缺乏动机或能力在牌子之间进行选择。商品竞争日趋激烈。科技

47、的传播，知识资源的共享，使企业进入市场的技术壁垒大大降低，诱使竞争者大量增加，而大量同类同质的竞争,使得消费者的选择余地更为扩大。这就迫使企业不得不把竞争的焦点放在创造品牌,增强品牌强度上,以求建立起其在消费者心目中的突出地位与独特形象。在供给全面过剩的市场里,能生存下来的,只有那些优秀的品牌。因此,对品牌的培育和保护,就成为企业的必然之举。消费者行为的理性化需要企业建立品牌意识。商品的丰富和多元化,消费者综合素质提高,信息传播的充分性极大地增强了消费者行为的理性色彩。而此时,品牌就成为消费者与产品中产生联系的纽带,成为它们判断产品优劣的价值标准。只有那些代表着高品质,高信誉的品牌,才能在消费者心目中长