品牌建設(shè)策略外文文獻(xiàn)翻譯

1、<p><b>　　品牌建設(shè)策略</b></p><p>　　營(yíng)銷(xiāo)071高少軍 指導(dǎo)教師： 苗志娟</p><p>　　（陜西科技大學(xué)管理學(xué)院 陜西 西安 710021）</p><p>　　摘 要：品牌建立在有形產(chǎn)品和無(wú)形服務(wù)的基礎(chǔ)上。有形是指產(chǎn)品的新穎包裝、 獨(dú)特設(shè)計(jì)、以及富有象征吸引力的名稱(chēng)等。而服務(wù)是在銷(xiāo)售過(guò)程當(dāng)中或售后服務(wù)

2、 中給顧客滿意的感覺(jué)，讓顧客體驗(yàn)到做真正“上帝”的幸福感。讓他們始終 覺(jué)得選擇買(mǎi)這種產(chǎn)品的決策是對(duì)的。本文通過(guò)對(duì)品牌建設(shè)策略的闡釋?zhuān)笇?dǎo)企業(yè)建立自己獨(dú)特的品牌。</p><p>　　關(guān)鍵詞：品牌，品牌建設(shè)</p><p><b>　　1品牌建設(shè)</b></p><p>　　的定義是品牌管理和IMC運(yùn)動(dòng)的主要關(guān)切。每一位營(yíng)銷(xiāo)者應(yīng)該追求長(zhǎng)期股權(quán)，注

3、重每一個(gè)細(xì)節(jié)的戰(zhàn)略。因?yàn)橐粋€(gè)小的消息失調(diào)會(huì)導(dǎo)致品牌延伸的巨大失敗。另一方面，他在消費(fèi)者心中的心理過(guò)程。干擾變數(shù)是一個(gè)有用的指標(biāo)，以評(píng)估消費(fèi)者對(duì)品牌延伸評(píng)估。</p><p>　　在整個(gè)分類(lèi)理論和聯(lián)想網(wǎng)絡(luò)理論，消費(fèi)者是否有能力處理成有用的知識(shí)，成為他們的信息。他們將通過(guò)測(cè)量和比較核心的品牌，適合質(zhì)量類(lèi)別，以往的經(jīng)驗(yàn)和知識(shí)，使困難的核心品牌之間的差異及延伸產(chǎn)品。因此，在這篇文章中可以推斷什么是消費(fèi)者對(duì)品牌延伸評(píng)價(jià)的幾

4、點(diǎn)：</p><p>　　1、核心品牌質(zhì)量創(chuàng)造了一個(gè)品牌和低消費(fèi)的影響評(píng)估適合的強(qiáng)勢(shì)地位。</p><p>　　2、核心品牌之間的相似性和延伸，是消費(fèi)者對(duì)適合知覺(jué)的主要關(guān)切。較高的相似性是適合高的看法。</p><p>　　3、消費(fèi)者的知識(shí)和經(jīng)驗(yàn)影響評(píng)價(jià)之前，延伸產(chǎn)品蹤跡。</p><p>　　4、更多的延伸產(chǎn)品創(chuàng)新時(shí)，可以感覺(jué)到更大的積極配

5、合。</p><p>　　一個(gè)成功的品牌戰(zhàn)略依賴于信息溝通和一致的清晰的品牌形象。品牌延伸的負(fù)面影響將導(dǎo)致對(duì)母品牌及品牌系列極大的損害。從管理和營(yíng)銷(xiāo)的角度來(lái)看，一個(gè)品牌應(yīng)該保持在一個(gè)長(zhǎng)期的一致性和連續(xù)性的品牌信息的方式和協(xié)會(huì)的運(yùn)作。由于從品牌延伸的影響，負(fù)面影響是巨大的，久治不愈。每一個(gè)消息或品牌延伸可以稀釋性的品牌。</p><p>　　品牌延伸或品牌延伸是一種營(yíng)銷(xiāo)策略，其中一個(gè)公司的營(yíng)

6、銷(xiāo)與發(fā)展良好的形象的產(chǎn)品用于不同的產(chǎn)品類(lèi)別中的同一品牌名稱(chēng)。新產(chǎn)品被稱(chēng)為剝離。組織使用這一戰(zhàn)略，以增加和利用品牌權(quán)益（定義：凈資產(chǎn)，距離著名的名稱(chēng)長(zhǎng)期可持續(xù)性）。品牌延伸的一個(gè)例子是果膠，明膠果凍布丁創(chuàng)造持久性有機(jī)污染物。它增加了從多個(gè)產(chǎn)品類(lèi)別的產(chǎn)品品牌名稱(chēng)的認(rèn)識(shí)，提高盈利能力。一個(gè)品牌的“可擴(kuò)展性”有多強(qiáng)，取決于消費(fèi)者協(xié)會(huì)是該品牌的價(jià)值觀和目標(biāo)。</p><p>　　在20世紀(jì)90年代，81品牌延伸用于引進(jìn)新品

7、牌，創(chuàng)造銷(xiāo)售推出新產(chǎn)品新產(chǎn)品％，不僅費(fèi)時(shí)，但也需要一個(gè)大的預(yù)算，創(chuàng)造意識(shí)，促進(jìn)產(chǎn)品的延伸，是一有利的品牌和新產(chǎn)品開(kāi)發(fā)戰(zhàn)略，可以減少使用母品牌名稱(chēng)，以提高消費(fèi)者的知覺(jué)，由于核心品牌資產(chǎn)的財(cái)務(wù)風(fēng)險(xiǎn)。</p><p>　　雖然可以在品牌延伸戰(zhàn)略的重大利益，也可能有重大風(fēng)險(xiǎn)，在稀釋或嚴(yán)重受損的品牌形象造成的。品牌延伸選擇不當(dāng)可能會(huì)淡化和惡化的核心品牌，損害品牌權(quán)益。絕大多數(shù)的文獻(xiàn)集中于消費(fèi)者對(duì)母品牌的評(píng)價(jià)和積極的影響。在

8、實(shí)際情況下，品牌延伸的失敗是在高于成功率。一些研究表明，負(fù)面影響可能會(huì)淡化品牌形象和權(quán)益。在品牌延伸，負(fù)相關(guān)和錯(cuò)誤的溝通戰(zhàn)略的積極影響，但損害母品牌甚至品牌家族。</p><p>　　產(chǎn)品擴(kuò)展是同父產(chǎn)品版本滿足了目標(biāo)市場(chǎng)，并增加了提供多種。產(chǎn)品延伸的一個(gè)例子是，在同一產(chǎn)品的汽水可樂(lè)類(lèi)主場(chǎng)迎戰(zhàn)健怡可樂(lè)。采取這種策略是由于品牌的忠誠(chéng)度和品牌意識(shí)，他們享受的消費(fèi)者更傾向于購(gòu)買(mǎi)一個(gè)新產(chǎn)品上有一個(gè)審判和值得信賴的品牌名稱(chēng)。

9、這意味著市場(chǎng)是因?yàn)樗麄兘邮芤粋€(gè)他們信任的品牌產(chǎn)品和可口可樂(lè)是因?yàn)樗麄兛梢栽黾铀麄兊漠a(chǎn)品組合，他們有一個(gè)更大的市場(chǎng)舉行了中，他們表演英寸照顧照顧</p><p><b>　　2品牌延伸的類(lèi)型</b></p><p>　　品牌延伸的研究主要集中于推廣和消費(fèi)者對(duì)母品牌態(tài)度的評(píng)價(jià)。</p><p>　　首先，在“補(bǔ)”的是，消費(fèi)者需要兩個(gè)產(chǎn)品（延伸和母品

10、牌產(chǎn)品）類(lèi)作為補(bǔ)充，以滿足其特定需求。其次，“替補(bǔ)”表示兩種產(chǎn)品是相同的用戶情況，并滿足他們，這意味著產(chǎn)品類(lèi)很相似，所以，可以互相替代，相同的需求。最后，“轉(zhuǎn)讓”是延伸產(chǎn)品和制造商之間的“反映了企業(yè)經(jīng)營(yíng)的任何知覺(jué)在第一類(lèi)產(chǎn)品的能力，在第二類(lèi)產(chǎn)品”的關(guān)系。前兩個(gè)措施，著眼于消費(fèi)者的需求，最后一個(gè)對(duì)企業(yè)的能力為主。</p><p>　　品牌并不總是遵循一個(gè)合理的路線。一個(gè)錯(cuò)誤可能會(huì)損壞所有的品牌資產(chǎn)。一個(gè)典型的例子是

11、擴(kuò)展失敗可口可樂(lè)在1985年推出“新可樂(lè)”。盡管最初接受了對(duì)“新可樂(lè)”的反彈很快出現(xiàn)在消費(fèi)者?？煽诳蓸?lè)不僅沒(méi)有成功地開(kāi)發(fā)新的品牌，但原有的風(fēng)味銷(xiāo)售也有所下降。可口可樂(lè)不得不做出巨大努力恢復(fù)誰(shuí)已變成百事可樂(lè)的客戶。</p><p>　　研究表明，品牌延伸是一個(gè)冒險(xiǎn)的策略，以增加銷(xiāo)售或品牌資產(chǎn)。它應(yīng)該考慮的母品牌沒(méi)有什么類(lèi)型的推廣使用質(zhì)損傷。為例。 BIC的筆試圖生產(chǎn)的BIC連褲襪。</p><p

12、>　　首先，在“補(bǔ)”的是，消費(fèi)者需要兩個(gè)產(chǎn)品（延伸和母品牌產(chǎn)品）類(lèi)作為補(bǔ)充，以滿足其特定需求。其次，“替補(bǔ)”表示兩種產(chǎn)品是相同的用戶情況，并滿足他們，這意味著產(chǎn)品類(lèi)很相似，所以，可以互相替代，相同的需求。最后，“轉(zhuǎn)讓”是延伸產(chǎn)品和制造商之間的“反映了企業(yè)經(jīng)營(yíng)的任何知覺(jué)在第一類(lèi)產(chǎn)品的能力，在第二類(lèi)產(chǎn)品”的關(guān)系。前兩個(gè)措施，著眼于消費(fèi)者的需求，最后一個(gè)對(duì)企業(yè)的能力為主。</p><p>　　從線路延伸到品牌延伸

13、，然而，有許多不同的方式推廣，如“品牌聯(lián)盟”，聯(lián)合品牌或“品牌的延續(xù)”。塔伯（1988）提出七個(gè)戰(zhàn)略，以確定諸如產(chǎn)品與母品牌的利益，有不同的價(jià)格或質(zhì)量等在他的建議，它可以擴(kuò)展成兩個(gè)相同的產(chǎn)品的類(lèi)別延伸宗，與產(chǎn)品相關(guān)的延伸和關(guān)聯(lián)非產(chǎn)品的品牌延伸相關(guān)association.Another形式，是有執(zhí)照的品牌延伸。如果品牌擁有者的合作伙伴（有時(shí)與競(jìng)爭(zhēng)對(duì)手）誰(shuí)需要對(duì)制造商和新產(chǎn)品的銷(xiāo)售責(zé)任，支付使用費(fèi)每一個(gè)產(chǎn)品銷(xiāo)售的時(shí)間。</p>

14、<p><b>　　3分級(jí)理論</b></p><p>　　研究人員傾向于使用他們的基本理論，探討關(guān)于品牌延伸的聯(lián)系“范疇論”。當(dāng)消費(fèi)者面對(duì)成千上萬(wàn)的產(chǎn)品，他們不僅初步混亂和無(wú)序考慮，不過(guò)也可以嘗試進(jìn)行分類(lèi)的品牌聯(lián)想，或與現(xiàn)有的內(nèi)存映像。當(dāng)兩個(gè)或更多的產(chǎn)品出口在消費(fèi)者面前，他們可能會(huì)重新回憶幀品牌形象，對(duì)新引進(jìn)的概念。消費(fèi)者可以判斷或評(píng)估其類(lèi)別內(nèi)存擴(kuò)展。他們劃分為特定的品牌或產(chǎn)品

15、類(lèi)標(biāo)簽的新的信息和儲(chǔ)存。這個(gè)過(guò)程不僅關(guān)系到消費(fèi)者的經(jīng)驗(yàn)和知識(shí)，而且還參與和品牌選擇。如果品牌協(xié)會(huì)是密切相關(guān)的擴(kuò)展，消費(fèi)者可以感知的品牌延伸契合度之間。一些研究表明，消費(fèi)者可能忽視或克服擴(kuò)展名從失調(diào)，尤其是旗艦產(chǎn)品，是指不符合旗艦稀釋股權(quán)的感知的低。</p><p><b>　　品牌延伸失敗</b></p><p>　　文學(xué)與品牌延伸的負(fù)面影響是有限的，結(jié)果發(fā)現(xiàn)不一致的

16、揭示。阿克爾和凱勒的早期作品（1990年）發(fā)現(xiàn)沒(méi)有明顯的證據(jù)表明，品牌名稱(chēng)可以通過(guò)品牌延伸成功稀釋。相反，洛肯和Roedder，約翰（1993年）表明，稀釋效果確實(shí)發(fā)生時(shí)，在產(chǎn)品的品類(lèi)和品牌的信念不一致的延伸?？赏厥】赡軄?lái)自與母品牌，一個(gè)熟悉的相似性和缺乏信息和不一致的法團(tuán)校董會(huì)連接困難。</p><p>　　“綜合導(dǎo)向的品牌資產(chǎn)可稀釋顯著功能和非功能屬性基變量”，這意味著確實(shí)發(fā)生在稀釋品牌延伸到母品牌。推廣這

17、些失敗使消費(fèi)者產(chǎn)生負(fù)的或新的協(xié)會(huì)，甚至涉及到母品牌的品牌家族或擾亂和混淆的原品牌形象和意義。</p><p>　　此外，馬丁內(nèi)茲和Chernatony（2004）分類(lèi)兩種類(lèi)型的品牌形象：一般品牌形象和產(chǎn)品品牌形象。他們認(rèn)為，如果品牌名稱(chēng)強(qiáng)勁，耐克和索尼足夠的負(fù)面影響并沒(méi)有對(duì)一般品牌形象具體損害和“稀釋效應(yīng)是對(duì)產(chǎn)品品牌形象大于對(duì)一般品牌形象”。因此，消費(fèi)者可以維持他們對(duì)母品牌屬性和感情有關(guān)的信仰，但是他們的研究確實(shí)

18、表明，“品牌延伸沖淡了品牌形象，改變信仰和消費(fèi)者心中協(xié)會(huì)”。</p><p>　　旗艦產(chǎn)品是搖錢(qián)樹(shù)一個(gè)確定的。營(yíng)銷(xiāo)花費(fèi)的預(yù)算和時(shí)間來(lái)創(chuàng)造最大的曝光和對(duì)產(chǎn)品的認(rèn)識(shí)。從理論上說(shuō)，旗艦產(chǎn)品通常有最高的銷(xiāo)售其產(chǎn)品種類(lèi)和最高的認(rèn)識(shí)。在阿克爾和Keller（1990）的研究報(bào)告說(shuō)，盡管這些名牌不是從失敗的擴(kuò)展危害，一些證據(jù)表明，有很大的稀釋效應(yīng)和即時(shí)的損害的主打產(chǎn)品及品牌系列。盡管如此，一些研究表明，盡管整體親子信念是稀釋;

19、的旗艦產(chǎn)品將不會(huì)受到傷害。此外，品牌延伸也是“關(guān)于減少品牌[西文]消費(fèi)者的感情和信仰?！苯⒁粋€(gè)強(qiáng)大的品牌，有必要建立一個(gè)“品牌階梯”。</p><p><b>　　參考文獻(xiàn)</b></p><p>　　[1] 亨利·阿塞爾．消費(fèi)者行為和營(yíng)銷(xiāo)策略．機(jī)械出版社 ．1999． </p><p>　　[2] 菲利普·科特勒．市場(chǎng)營(yíng)

20、銷(xiāo)學(xué)[M]．北京：華夏出版社．2003． </p><p>　　[3] 菲利普·科特勒．新競(jìng)爭(zhēng)[M]．北京：中國(guó)商業(yè)出版社．1998．</p><p>　　[4] 菲利普·科特勒著．營(yíng)銷(xiāo)管理．中國(guó)人民大學(xué)出版社．2000．</p><p>　　[5] 安妮·T·科蘭等．營(yíng)銷(xiāo)渠道．北京：電子工業(yè)出版社．2004．</p&g

21、t;<p>　　Brand building strategy</p><p>　　ABSTRACT：Brand in tangible products and intangible service basis. Tangible product is the innovative packaging, unique design, as well as symbolic attractive n

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24、</p><p>　　Brand equity is defined as the main concern in brand management and IMC campaign. Every marketer should pursue the long term equity and pay attention to every strategy in detail. Because a small me

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29、e brand and extension is the main concern of consumer perception of fit. The higher the similarity is the higher perception of fit. </p><p>　　3.Consumer’s knowledge and experience affect the evaluation befo

30、re extension product trail. </p><p>　　4.The more innovation of extension product is, the greater positive fit can perceive. </p><p>　　A successful brand message strategy relies on a congruent c

31、ommunication and a clear brand image. The negative impact of brand extension would cause a great damage to parent brand and brand family. From a manager and marketer’s perspective, an operation of branding should maintai

32、n brand messages and associations within a consistency and continuum in the long way. Because the effects of negative impact from brand extension are tremendous and permanently. Every messages or brand extension can dilu

33、t</p><p>　　Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new produc

34、t is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello

35、-gelatin creating Jello pudding pops. It increases awareness of the brand name and i</p><p>　　In the 1990s, 81% of new products used brand extension to introduce new brands and to create sales Launching a ne

36、w product, is not only time consuming but also needs a big budget to create awareness and to promote a product's benefits.Brand extension is one of the new product development strategies which can reduce financial ri

37、sk by using the parent brand name to enhance consumers' perception due to the core brand equity.</p><p>　　While there can be significant benefits in brand extension strategies, there can also be signific

38、ant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity. Most of the literature focuses on the consumer ev

39、aluation and positive impact on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dil</p><p>　　Product extens

40、ions are versions of the same parent product that serve a segment of the target market and increase the variety of an offering. An example of a product extension is Coke vs. Diet Coke in same product category of soft dri

41、nks. This tactic is undertaken due to the brand loyalty and brand awareness they enjoy consumers are more likely to buy a new product that has a tried and trusted brand name on it. This means the market is catered for as

42、 they are receiving a product from a brand the</p><p>　　Types of brand extension</p><p>　　Brand extension research mainly focuses on the consumer evaluation of extension and attitude of the pare

43、nt brand.</p><p>　　First of all, the “Complement” is that consumer takes two product (extension and parent brand product) classes as complement to satisfy their specific needs. Secondly, the “Substitute” ind

44、icates two products have same user situation and satisfy their same needs which means the products class is very similar so that can replace each other. At last, the “Transfer” is the relationship between extension produ

45、ct and manufacturer which “reflects the perceived ability of any firm operating in the first</p><p>　　Branding does not always follow a rational line. One mistake can damage all brand equity. A classic exten

46、sion failure example would be Coca Cola launching “New Coke” in 1985. Although initially accepted a backlash against “New Coke” soon emerged among consumers. Not only did Coca Cola not succeed in developing a new brand b

47、ut sales of the original flavour also decreased. Coca Cola had to make considerable efforts to regain customers who had turned to Pepsi cola.</p><p>　　Although there are few works about the failure of extens

48、ions, literature still provides sufficient in depth research around this issue. Studies also suggest that brand extension is a risky strategy to increase sales or brand equity. It should consider the damage of parent bra

49、nd no matter what types of extension are used. Example. BIC Pens tried to produce BIC pantyhose. You can read some more here</p><p>　　First of all, the “Complement” is that consumer takes two product (extens

50、ion and parent brand product) classes as complement to satisfy their specific needs. Secondly, the “Substitute” indicates two products have same user situation and satisfy their same needs which means the products class

51、is very similar so that can replace each other. At last, the “Transfer” is the relationship between extension product and manufacturer which “reflects the perceived ability of any firm operating in the first</p>&

52、lt;p>　　From the line extension to brand extension, however, there are many different way of extension such as "brand alliance", co-branding or “brand franchise extension”. Tauber (1988) suggests seven strate

53、gies to identify extension cases such as product with parent brand’s benefit, same product with different price or quality, etc. In his suggestion, it can be classified into two category of extension; extension of produc

54、t-related association and non-product related association.Another form of brand </p><p>　　Categorisation theory</p><p>　　Researchers tend to use “categorisation theory” as their fundamental theo

55、ry to explore the links about the brand extension. When consumers face thousands of products, they not only are initially confused and disorderly in mind, but also try to categorise the brand association or image with th

56、eir existing memory. When two or more products exit in front of consumers, they might reposition memories to frame a brand image and concept toward new introduction. A consumer can judge or evaluate the exte</p>&

57、lt;p>　　Brand extension failure</p><p>　　Literature related to negative effect of brand extension is limited and the findings are revealed as incongruent. The early works of Aaker and Keller (1990) find no

58、 significant evidence that brand name can be diluted by unsuccessful brand extensions. Conversely, Loken and Roedder-John (1993) indicate that dilution effect do occur when the extension across inconsistency of product c

59、ategory and brand beliefs. The failure of extension may come from difficulty of connecting with parent brand, a lack</p><p>　　“Equity of an integrated oriented brand can be diluted significantly from both fu

60、nctional and non-functional attributes-base variables”, which means dilution does occur across the brand extension to the parent brand. These failures of extension make consumers create a negative or new association rela

61、te to parent brand even brand family or to disturb and confuse the original brand identity and meaning. </p><p>　　In addition, Martinez and de Chernatony (2004) classify the brand image in two types: the gen

62、eral brand image and the product brand image. They suggest that if the brand name is strong enough as Nike or Sony, the negative impact has no specific damage on general brand image and “the dilution effect is greater on

63、 product brand image than on general brand image”. Consequently, consumers may maintain their belief about the attributes and feelings about parent brand, however their study does show th</p><p>　　The flagsh

64、ip product is a money-spinner to a firm. Marketer spends budget and time to create maximum exposure and awareness for the product. Theoretically speaking, flagship product is usually had the top sales and highest awarene

65、ss in its product category. In spite of Aaker and Keller’s (1990) research which reports that prestigious brands are not harmed from failure of extensions, some evidence shows that the dilution effect has great and insta

66、nt damage to the flagship product and brand family</p><p><b>　　Reference</b></p><p>　　[1] Henry. A Seer consumer behavior and marketing strategy machinery Press, 1999 </p><

67、;p>　　[2] Philip. Kotler Marketing [M] Beijing: China Press, 2003</p><p>　　[3] Philip. Kotler new competition [M] Beijing: China's Commercial Press, 1998 </p><p>　　[4] Philip Kotler of the