战略品牌管理外文翻译资料

 2023-01-11 09:27:57

战略品牌管理

原文作者 Kevin Lane Keller

单位 Tuck School of Business Dartmouth College

摘要：品牌是一种错综复杂的象征，是商品属性、名称、包装、价格、历史、声誉、广告形式的整合。在当代社会中品牌及其意义可能更加具有象征性、感性、体验性，是无形的，即与品牌所代表的观念、精神有关，它表达的是企业的产品或服务与消费者之间的关系。战略品牌管理是对建立、维护和巩固品牌这一全过程的管理，其核心思想就是有效监控品牌与消费者的关系的发展，只有通过品牌管理才能实现品牌的愿景。

关键词：品牌； 品牌管理； 营销策略

1、品牌和品牌管理

1.1什么是品牌?

根据美国市场营销学会 (AMA)的定义，品牌是一个“名称、专有名词、标记、符号，或设计，或是上述元素的组合，用于识别一个销售商或销售商群体的商品与服务，并且使它们与其竞争者的商品与服务区分开来”。形成品牌识别并使之差异化的这些不同部分，被成为品牌元素。当从事实际工作的营销经理提到品牌时，其不仅仅是指在市场上实际创造品牌认知、声誉、知名度等方面。我们可以对品牌的定义做一个这样的区别：美国市场营销学会是以小写字母b为首的品牌本身“brand”，企业界则是以大写字母B为首的品牌内涵“Brand”。1.2品牌与产品 产品是市场上任何可以让人注意、获取、使用，能够满足某种消费需求和欲望的东西。产品可以是实体产品、服务、零售店、人、组织、地名，或思想。 品牌远比产品的含义广泛，因为品牌具有不同维度，这些维度使之能区别于产品，并能满足顾客的需求。

1.3品牌为什么重要?

1.3.1品牌对消费者的重要性

识别产品的来源

追溯制造商责任的来源减少风险降低搜寻成本产品质量的承诺、契约象征意义质量信号1.3.2降低制定购买决策时的风险在购买和使用一种产品时，消费者可能会感知到多种不同类型的风险:功能上的风险—产品的性能达不到对它所抱有的各种期望。身体上的风险—产品对用户或其他人的身体状况或健康构成了威胁。 财务上的风险—产品本身并非物有所值。社交上的风险—产品可能导致他人的尴尬。心理上的风险—产品影响了用户的精神状况。时间上的风险—产品未能发挥作用而导致寻找另一满意产品的机会成本。1.3.3品牌对公司的重要性

对于公司来说，品牌代表了一份价值连城的合法资产。该资产能够影响消费者的行为，能够进行买卖交易，并能够为稳定未来收益提供安全保障。简化处理或追踪的识别工具。合法保护产品独特性的工具。满足顾客质量要求的标志。赋予产品独特联想的途径。竞争优势的源泉。财务回报的来源。

1.4战略品牌管理流程步骤：

1.4.1识别和确立品牌定位和价值

心理地图竞争性参照框架品牌共同点和品牌差异点核心品牌联想品牌精粹

1.4.2规划并执行品牌营销活动品牌元素的组合与匹配品牌营销活动的整合提升次级联想

1.4.3评估和诠释品牌绩效

品牌价值链品牌审计品牌追踪品牌资产管理系统

1.4.4提升和维系品牌资产

品牌—产品矩阵品牌组合和架构品牌延伸战略品牌强化和激活

2、基于顾客的品牌资产

2.1创建品牌的四部曲

确保在消费者的脑海中建立与特定产品或需求相关联的品牌联想。在消费者心智中建立稳固、完整的品牌含义。引导消费者对品牌认同和品牌含义作出适当反应。将消费者对品牌的反应转换成消费者和品牌之间紧密、积极、忠诚的关系2.2品牌创建的原则

顾客拥有品牌。品牌创建无捷径。品牌应该兼有二元性。品牌应该具有丰富的内涵。品牌共鸣是重要的焦点。2.3创造顾客价值

顾客品牌关系是品牌共鸣和建立强势品牌的基础。顾客的品牌资产模型至始至终强调，品牌的力量取决于消费者并存在于顾客的心智之中2.4顾客关系管理 (CRM) CMR是利用公司的数据库系统追踪顾客的活动，并管理公司和顾客之间的交流及互动。2.5顾客资产和品牌资产的关系

顾客驱动了品牌的成功，而品牌是顾客与公司发生关联的必要接触点。基于顾客的品牌资产模型认为是顾客对营销活动产生了差异化反应，从而是品牌创建了价值。品牌产生的溢价和忠诚度越高，增加的现金流就会越多

3、品牌定位与价值

3.1品牌定位

是营销策略的核心问题。

“是指设计公司的产品服务以及形象，从而在目标顾客的印象中占有独特的价值地位。”——菲利普·科特勒3.2目标市场

市场是指所有拥有购买欲望、具有购买能力并且能够买到产品的现实和潜在的购买者的组合。 市场细分是指将市场按消费者的相似性划分为若干不同的购买群体，使得每一群体中的消费者具有相似的需求和消费者行为，从而适用相似的营销组合。市场细分需要在成本和收益之间进行权衡。 3.3品牌价值的核心

建立一套属性和利益的抽象概念或短语用以表示5~10个最重要的方面或者品牌维度的心理地图。创建差异点和共同点心理地图→品牌核心价值→品牌精粹3.4品牌审计

外部的、专注于顾客的活动。品牌审计的作用在于评估品牌的健康状况，揭示品牌资产的来源，并提出改进、利用杠杆提升品牌资产的建议和方法。主要包括品牌想象、使命、承诺、价值、定位、个性及绩效

4、选择品牌元素创建品牌资产4.1品牌元素选择的标准 可记忆性。品牌元素本身具有可记忆性、引起注意的特征，因此容易被回忆和识别出来。例如，有一家公司给它的丙烷气罐起名为“蓝色犀牛”，并配以独特的黄色火焰和蓝色吉祥符的图案，很容易在消费者心中留下印象。 有意义性。品牌元素可以涵盖各种意义，包括描述性的或是说服性的等。两个特别重要的标准：关于品类特征的一般信息。有关品牌属性和品牌利益的具体信息。第一个维度是品牌认知度和显著度的重要决定因素；第二个维度是品牌定位和品牌形象的关键决定性因素。 可爱性。消费者发现品牌元素具有美学上的吸引力了吗? 描述性和说服性元素减轻了营销传播的负担，建立了品牌认知。 可转换性。品牌元素对产品线和品类延伸能起多大作用? 品牌元素能够在多大程度上增加区域间和细分市场间的品牌资产? 可适应性。品牌元素越具有适应性和灵活性，它基于消费者价值观和理念变化的更新也就越容易。例如，可以对标识和广告形象做一次新设计，使它们看上去更具现代感和相关度。 可保护性。营销人员应当:选择可在国际范围内受保护的品牌元素。向合适的法律机构正式登记注册。积极防止商标遭受其他未授权的竞争侵害4.2品牌命名原则

4.2.1品牌认知 简明朴实易于读写。亲切熟悉而富有含义。与众不同且独一无二。

4.2.2品牌联想消费者从中获取的明确和隐含的意义极为关键。特别是，品牌名称可以用来强化产品定位方面的重要属性或利益。 4.3品牌口号

品牌口号是用来传递有关品牌的描述性或说服性信息的短语。品牌口号是品牌宣传的有力方式，因为它与品牌名称一样，能迅速有效地建立起品牌资产。

外文文献出处：Kevin Lane Keller. Strategic Brand Management[M]. London: Prentice Hall,2012(4)

剩余内容已隐藏，支付完成后下载完整资料

附外文文献原文

Strategic Brand Management

By Kevin Lane Keller

  1. BRANDS amp; BRAND MANAGEMENT

1.1 What is a brand?

For the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” These different components of a brand that identify and differentiate it are brand elements. Many practicing managers refer to a brand as more than that— as something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace. We can make a distinction between the AMA definition of a “brand” with a small b and the industryrsquo;s concept of a “Brand” with a capital b. 1.2 Brands vs. Products

A product is anything we can offer to a market for attention, acquisition, use, or consumption that might satisfy a need or want. A product may be a physical good, a service, a retail outlet, a person, an organization, a place, or even an idea.1.3 Why do brands matter?

1.3.1 Importance of Brands to Consumers

Identification of the source of the productAssignment of responsibility to product makerRisk reducerSearch cost reducerPromise, bond, or pact with product makerSymbolic deviceSignal of quality1.3.2 Reducing the Risks in Product Decisions

Consumers may perceive many different types of risks in buying and consuming a product:Functional risk—The product does not perform up to expectations.Physical risk—The product poses a threat to the physical well-being or health of the user or others. Financial risk—The product is not worth the price paid.Social risk—The product results in embarrassment from others.Psychological risk—The product affects the mental well-being of the user.Time risk—The failure of the product results in an opportunity cost of finding another satisfactory product.1.3.3 Importance of Brands to Firms

To firms, brands represent enormously valuable pieces of legal property, capable of influencing consumer behavior, being bought and sold, and providing the security of sustained future revenues. Identification to simplify handling or tracing. Legally protecting unique features. Signal of quality level. Endowing products with unique associations. Source of competitive advantage. Source of financial returns.

1.4 Strategic Brand Management ProcessSteps

1.4.1 Identify and establish brand positioning and values

Mental mapsCompetitive frame of referencePoints-of-parity and points-of-differenceCore brand valuesBrand mantra

1.4.2 Plan and implement brand marketing programsMixing and matching of brand elementsIntegrating brand marketing activitiesLeveraging of secondary associations1.4.3 Measure and interpret brand performance

Brand value chainBrand auditsBrand trackingBrand equity management system

1.4.4 Grow and sustain brand equity

Brand-product matrixBrand portfolios and hierarchiesBrand expansion strategiesBrand reinforcement and revitalization

  1. CUSTOMER-BASED BRAND EQUITY

2.1 The Four Steps of Brand Building

Ensure identification of the brand with customers and an association of the brand in customersrsquo; minds. Establish the totality of brand meaning in the minds of consumers. Elicit the proper customer responses to the brand identification and brand meaning. Convert brand response to create an intense, active loyalty relationship between customers and the brand2.2 Brand Building Implications

Customers own brands. Donrsquo;t take shortcuts with brands. Brands should have a duality. Brands should have richness. Brand resonance provides important focus. 2.3 Creating Customer Value

Customer-brand relationships are the foundation of brand resonance and building a strong brand. The customer-based brand equity model certainly puts that notion front and center. 2.4 Customer Relationship Management (CRM) Uses a companyrsquo;s data systems and applications to track consumer activity and manage customer interactions with the company 2.5 Relationship of Customer Equity to Brand Equity

Customers drive the success of brands but brands are the necessary touchpoint that firms have to connect with their customers. Customer-based brand equity maintains that brands create value by eliciting differential customer response to marketing activities. The higher price premiums and increased levels of loyalty engendered by brands generate incremental cash flows.

  1. BRAND POSITIONING amp; VALUES

3.1 Brand Positioning

Is at the heart of the marketing strategy“. . . the act of designing the companyrsquo;s offer and image so that it occupies a distinct and valued place in the target customerrsquo;s minds.”——Philip Kotler3.2 Target Market

A market is the set of all actual and potential buyers who have sufficient interest in, income for, and access to a product. Market segmentation divides the market into distinct groups of homogeneous consumers who have similar needs and consumer behavior, and who thus require similar marketing mixes. Market segmentation requires making tradeoffs between costs and benefits. 3.3 Core Brand Values

Set of abstract concepts or phrases that characterize the five to ten most important dimensions of the mental map of a brand Relate to points-of-parity and points-of-differenceMental map→Core brand values→Brand mantra3.4 Brand Audit

Externally, consumer-focused assessement. A comprehensive examination of a brand involving activities to assess the health of the brand, uncover its sources of equity, and suggest ways to improve and leverage that equity .It includes brand vision, mission, promise, values, position, personality, and performance4、CHOOSING BRAND ELEMENTS TO BUILD BRA

剩余内容已隐藏，支付完成后下载完整资料

资料编号：[287339]，资料为PDF文档或Word文档，PDF文档可免费转换为Word

原文和译文剩余内容已隐藏，您需要先支付 30元 才能查看原文和译文全部内容！立即支付

以上是毕业论文外文翻译，课题毕业论文、任务书、文献综述、开题报告、程序设计、图纸设计等资料可联系客服协助查找。

您可能感兴趣的文章