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1、標題：Theroadofbrconstruction原文：BrbuildingBrEquityThereisnounifmdefinitionofbrequitytillnow.Thereareseveraldifferentmodelsofbrequity.Keller(1993)wroteanarticleaboutbrequityonJMmadecommentarystudyontheconceptofbrequity.Farqu
2、har(1990)definedbrequityastheaddedvalueaddedbenefitthatbroughtbyabrtotheproductwhichexceedstheusevalueoftheproduct.DAaker(1991)believedthatbrequitybelongstoaseriesofassetsdebtsincludingbrnamelogosymbolwhichcouldincreased
3、ecreasethevaluesofcrespondingproductservicetothecompanycustomers.Keller(19931998)definedbrequityfromthecustomers’perspectivebelievedthatthenatureofbrequityiscustomers’differentresponsetowardbrmarketingbasedontheirexistin
4、gbrknowledge.Althoughscholarsdefinedbrequityfromdifferentperspectiveswithdifferentfocusestheydidn’tescapethescaleofthefollowingperspectives:brequitybasedoncustomersbrequitybasedonthemarketeffectsbrequitybasedontheoutputo
5、fthefinancialmarket.In1993KellerdevelopedtheCBBEmodelwhichbecamethebiggestmilestoneofbrequitystudy.Brequitystudybasedoncustomershasbecomethemainstreamtrend.Inadditionbrrecognitionbrassociationarethetwoelementsthatimpact“
6、BrEquity”themost...BrawarenessBrawarenessreferstothetwowayassociationstrengthbetweenthebrelementsproductcategiesincustomers’memyinfmationofpurchasingdecisions.Thissubjectcanbedescribedfromtheperspectiveofitsdepthitsbread
7、th.Brawarenessdepthmeansthepossibilityeasinessofabrtoappearinthecustomers’memywhichisrelatedtothepossibilityofabrtoberememberedrecognizedbrawarenessbreadthmeansnumberwhichwillbuildingtheyof“brdesignmarketingmix”.Mecompre
8、hensivelyspeakingthestartingpointgoalofthinkingshouldbeconsumers’valueperception.Kellerbelievedthatabrbuildingprocessisonethatintegratesthesetools(input)impactsconsumers’knowledgebrassociationofabr(transfmationprocess)th
9、enfinallycreatesbrvalue(output).Astrongbrawellknownbrisonewithhighbrvalue.Kellerbelievedthefollowingeightaspectsshouldbeusedtoevaluatethefinaleffectsofbrbuilding:brloyaltynotvulnerabletocompetitivemarketinglargermarginpr
10、ofitsflexibilityofpricecuttingconsumers’nonsensitivitytowardpricerisingincreaseofmarketingcommunicationresultefficiencypossiblepermissiveprofitsmeactiveresponsetowardbrextension.TheCBBEmodelconsistsoffourstepssixblocksfc
11、reatingastrongbr.InCBBEmodeltherearefourstepssixblocksfbrbuilding.AccdingtoKeller’sopinionthismodelisdevelopedtoanswerthefollowingtwoquestions:firstwhichelementshelpbuildastrongbrSecondhowcanacpationbuildastrongbrBasedon
12、CBBEmodelittakesfourstepstobuildastrongbr.Thefourstepshaveatempallogicallyprecedencerelation:buildingbridentitycreatebrmeaningguidingcrectbrresponsebuildingarelationbetweenthebrtheconsumers.Inthemeantimetheabovefoursteps
13、relyonthesixdimensionsofbrbuilding:brsaliencebrperfmancebrimageryconsumerjudgmentconsumerfeelingconsumerresonance.Amongthembrsaliencecrespondstobridentitybrperfmancebrimagerycrespondtobrmeaningconsumerjudgmentconsumerfee
14、lingcrespondtobrresponseconsumerresonancecrespondstobrrelation.Step1.BrIntensity–WhoareyouFirstofalltobuildacrectbridentityneedstobuildbrsignificancebasedonconsumers.Brsignificanceisalsocloselyrelatedwiththefollowingissu
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