品牌建设之路【外文翻译】.doc

1、标题THEROADOFBRANDCONSTRUCTION原文BRANDBUILDINGBRANDEQUITYTHEREISNOUNIFORMDEFINITIONOFBRANDEQUITYTILLNOWTHEREARESEVERALDIFFERENTMODELSOFBRANDEQUITYKELLER1993WROTEANARTICLEABOUTBRANDEQUITYONJM,ANDMADECOMMENTARYSTUDYONTHECONCEPTOFBRANDEQUITYFARQUHAR1990DEFINEDBRANDEQUITYASTHEADDEDVALUEORADDEDBENEFITTHATBR

2、OUGHTBYABRANDTOTHEPRODUCT,WHICHEXCEEDSTHEUSEVALUEOFTHEPRODUCTDAAKER1991BELIEVEDTHATBRANDEQUITYBELONGSTOASERIESOFASSETSORDEBTSINCLUDINGBRAND,NAME,LOGOANDSYMBOL,WHICHCOULDINCREASEORDECREASETHEVALUESOFCORRESPONDINGPRODUCTORSERVICETOTHECOMPANYANDCUSTOMERSKELLER1993AND1998DEFINEDBRANDEQUITYFROMTHECUSTOME

3、RSPERSPECTIVE,ANDBELIEVEDTHATTHENATUREOFBRANDEQUITYISCUSTOMERSDIFFERENTRESPONSETOWARDBRANDMARKETINGBASEDONTHEIREXISTINGBRANDKNOWLEDGEALTHOUGHSCHOLARSDEFINEDBRANDEQUITYFROMDIFFERENTPERSPECTIVESANDWITHDIFFERENTFOCUSES,THEYDIDNTESCAPETHESCALEOFTHEFOLLOWINGPERSPECTIVESBRANDEQUITYBASEDONCUSTOMERS,BRANDEQ

4、UITYBASEDONTHEMARKETEFFECTS,ANDBRANDEQUITYBASEDONTHEOUTPUTOFTHEFINANCIALMARKETIN1993,KELLERDEVELOPEDTHECBBEMODEL,WHICHBECAMETHEBIGGESTMILESTONEOFBRANDEQUITYSTUDYBRANDEQUITYSTUDYBASEDONCUSTOMERSHASBECOMETHEMAINSTREAMTRENDINADDITION,BRANDRECOGNITIONANDBRANDASSOCIATIONARETHETWOELEMENTSTHATIMPACT“BRANDE

5、QUITY”THEMOSTBRANDAWARENESSBRANDAWARENESSREFERSTOTHETWOWAYASSOCIATIONSTRENGTHBETWEENTHEBRANDELEMENTSANDPRODUCTCATEGORIESINCUSTOMERSMEMORYANDINFORMATIONOFPURCHASINGDECISIONSTHISSUBJECTCANBEDESCRIBEDFROMTHEPERSPECTIVEOFITSDEPTHANDITSBREADTHBRANDAWARENESSDEPTHMEANSTHEPOSSIBILITYANDEASINESSOFABRANDTOAPP

6、EARINTHECUSTOMERSMEMORY,WHICHISRELATEDTOTHEPOSSIBILITYOFABRANDTOBEREMEMBEREDANDRECOGNIZEDBRANDAWARENESSBREADTHMEANSNUMBERWHICHWILLREMINDTHECUSTOMERSOFASPECIFICPURCHASINGORUSINGSCENEOFABRAND,WHICHISRELATEDTOPURCHASINGANDCONSUMINGSITUATIONOFTHEBRANDTHEYREMEMBERBRANDAWARENESSCONTRIBUTESTOBRANDEQUITYINM

7、ULTIPLEWAYSFIRSTOFALL,BRANDAWARENESSISTHEBASISOFBRANDASSOCIATIONSECONDLY,BRANDAWARENESSWILLAFFECTCONSUMERSATTITUDETOWARDBRANINADDITION,BRANDAWARENESSWILLINFLUENCECONSUMERSBRANDSELECTIONANDBRANDPURCHASINGBRANDIMAGEBRANDIMAGEREFERSTOCONSUMERSGENERALPERCEPTIONANDOPINIONTOWARDABRANDITISTHEMAJORDRIVINGFO

8、RCEOFBRANDEQUITYBRANDIMAGE,ALONGWITHBRANDSTRENGTH,FORMSTHEFOUNDATIONOFABRANDITISTHEBASISOFTHEBRANDANDTHEROOTOFTHEINTEGRALIMAGEOFTHECORPORATIONBRANDSTRENGTHDETERMINESANDIMPACTSBRANDIMAGEYOUCANNOTBUILDASTRONGBRANDJUSTWITHAGOODIMAGEWHILEWITHOUTPOWERFULSTRENGTHONTHEOTHERHAND,BRANDIMAGEMANIFESTSBRANDSTRE

9、NGTHYOUCANNOTBUILDABRANDEMPIREBASEDSIMPLYONPOWERFULSTRENGTHWITHOUTAGOODIMAGEEITHERONLYTHECLOSEINTEGRATIONOFTHETWOASPECTSCANSATISFYCONSUMERSPSYCHOLOGICALANDMATERIALNEEDS,ANDTHUSCREATEATOPRANKINGCOMPANYIMAGEBRANDIMAGEANDBRANDIDENTITYAREBOTHDISTINCTIVEANDRELATEDTHEIRDIFFERENCELIESINTHATBRANDIDENTITYIST

10、HEWAYBRANDSTRATEGISTSHOPECONSUMERSSEETHEIRBRAND,WHILEBRANDIMAGEISHOWPEOPLEINREALITYSEETHEBRANDTHEIRRELATIONISTHATBRANDIDENTITYISTHERESOURCEANDBASISORBRANDIMAGE,ANDBRANDIMAGEISONACERTAINLEVELTHERESULTOFBRANDIDENTITYEXECUTIONIFACOMPANYWANTTOWINTHEMARKET,ITISCRITICALTOCREATEABRANDIMAGETHATWILLATTRACTPO

11、TENTIALCUSTOMERSCBBEMODELACCORDINGTOKELLERSOPINION,THISMODELISDEVELOPEDTOANSWERTHEFOLLOWINGTWOQUESTIONSFIRST,WHICHELEMENTSHELPBUILDASTRONGBRANDSECOND,HOWCANACORPORATIONBUILDASTRONGBRANDKELLERBELIEVEDTHATAFIRMBUILDSITSBRANDBYUSINGASERIESOFCREATIONTOOLS,WHICHISCBBECBBEMODELINCLUDESTHREESETSOFTOOLSSELE

12、CTINGBRANDBUILDINGELEMENTS,DEVELOPINGMATCHINGMARKETINGMIX,ANDVARIEDANCILLARYELEMENTSTHATWILLAFFECTCONSUMERSASSOCIATIONTOWARDABRANDPRODUCTKELLERSTHEORYISABRANDBUILDINGTHEORYOF“BRANDDESIGNMARKETINGMIX”MORECOMPREHENSIVELYSPEAKING,THESTARTINGPOINTANDGOALOFTHINKINGSHOULDBECONSUMERSVALUEPERCEPTIONKELLERBE

13、LIEVEDTHATABRANDBUILDINGPROCESSISONETHATINTEGRATESTHESETOOLSINPUT,IMPACTSCONSUMERSKNOWLEDGEANDBRANDASSOCIATIONOFABRANDTRANSFORMATIONPROCESS,ANDTHENFINALLYCREATESBRANDVALUEOUTPUTASTRONGBRANDORAWELLKNOWNBRANDISONEWITHHIGHBRANDVALUEKELLERBELIEVEDTHEFOLLOWINGEIGHTASPECTSSHOULDBEUSEDTOEVALUATETHEFINALEFF

14、ECTSOFBRANDBUILDINGBRANDLOYALTY,NOTVULNERABLETOCOMPETITIVEMARKETING,LARGERMARGINPROFITS,FLEXIBILITYOFPRICECUTTING,ANDCONSUMERSNONSENSITIVITYTOWARDPRICERISING,INCREASEOFMARKETINGCOMMUNICATIONRESULTANDEFFICIENCY,POSSIBLEPERMISSIVEPROFITSANDMOREACTIVERESPONSETOWARDBRANDEXTENSIONTHECBBEMODELCONSISTSOFFO

15、URSTEPSANDSIXBLOCKSFORCREATINGASTRONGBRANDINCBBEMODEL,THEREAREFOURSTEPSANDSIXBLOCKSFORBRANDBUILDINGACCORDINGTOKELLERSOPINION,THISMODELISDEVELOPEDTOANSWERTHEFOLLOWINGTWOQUESTIONSFIRST,WHICHELEMENTSHELPBUILDASTRONGBRANDSECOND,HOWCANACORPORATIONBUILDASTRONGBRANDBASEDONCBBEMODEL,ITTAKESFOURSTEPSTOBUILDA

16、STRONGBRANDTHEFOURSTEPSHAVEATEMPORALANDLOGICALLYPRECEDENCERELATIONBUILDINGBRANDIDENTITY,CREATEBRANDMEANING,GUIDINGCORRECTBRANDRESPONSE,ANDBUILDINGARELATIONBETWEENTHEBRANDANDTHECONSUMERSINTHEMEANTIME,THEABOVEFOURSTEPSRELYONTHESIXDIMENSIONSOFBRANDBUILDINGBRANDSALIENCE,BRANDPERFORMANCE,BRANDIMAGERY,CON

17、SUMERJUDGMENT,ANDCONSUMERFEELINGANDCONSUMERRESONANCEAMONGTHEM,BRANDSALIENCECORRESPONDSTOBRANDIDENTITYBRANDPERFORMANCEANDBRANDIMAGERYCORRESPONDTOBRANDMEANINGCONSUMERJUDGMENTANDCONSUMERFEELINGCORRESPONDTOBRANDRESPONSECONSUMERRESONANCECORRESPONDSTOBRANDRELATIONSTEP1BRANDINTENSITYWHOAREYOUFIRSTOFALL,TOB

18、UILDACORRECTBRANDIDENTITYNEEDSTOBUILDBRANDSIGNIFICANCEBASEDONCONSUMERSBRANDSIGNIFICANCEISALSOCLOSELYRELATEDWITHTHEFOLLOWINGISSUESTHEFREQUENCYANDEASINESSOFTHISBRANDTOBEMENTIONEDBYCONSUMERSINDIFFERENTSITUATIONSHOWEASYISTHISBRANDTOBERECOGNIZEDBYCONSUMERSANDTHEPERSUASIVENESSOFTHEBRANDAWARENESSTHETWOCRIT

19、ICALDIMENSIONSTODIFFERENTIATEBRANDSIGNIFICANCEAREBRANDDEPTHANDBRANDBREADTHBRANDDEPTHMEANSEASINESSOFABRANDTOBERECOGNIZEDBYTHECONSUMERSBRANDBREADTHMEANSTHEPURCHASINGSCALEORCONSUMINGSITUATIONWHENTHECONSUMERSTHINKABOUTTHISBRANDAHIGHLYSIGNIFICANTBRANDISABLETOMAKECONSUMERSPURCHASEADEQUATELY,ANDALWAYSTHINK

20、THISBRANDWITHINTHESELECTIVESCALESTEP2BRANDMEANINGWHATAREYOUSECONDLY,ABOUTHOWTOCREATEASUITABLEBRANDMEANING,THEKEYISTOCREATEAHIGHBRANDPERFORMANCE,BUILDAGOODBRANDIMAGEANDABRANDSALIENCEBASEDONCONSUMERSTHEIDENTIFICATIONOFBRANDMEANING,FROMTHEFUNCTIONPERSPECTIVE,REFERSTOCONSUMERASSOCIATIONRELATEDTOBRANDPER

21、FORMANCEFROMTHEABSTRACTPERSPECTIVE,ITREFERSTOCONSUMERASSOCIATIONRELATEDTOBRANDIMAGETHESEASSOCIATIONSCANBEFORMEDTHROUGHTHECONSUMERSOWNEXPERIENCE,ORTHROUGHTHEINFORMATIONINTHEADVERTISEMENTORWORDOFMOUTHCOMMUNICATIONBRANDPERFORMANCEREFERSTOPRODUCTORSERVICESOUTWARDMANIFESTATION,WHICHISTOSATISFYCONSUMERSFU

22、NCTIONALREQUIREMENTSITINCLUDESBRANDINTERNALPRODUCTORSERVICEFEATURES,ANDVARIEDELEMENTSRELATEDTOPRODUCTORSERVICESPECIFICALLY,BRANDPERFORMANCEINCLUDESTHEFOLLOWINGDIMENSIONSTHEPRIMARYANDSUPPLEMENTARYFEATURESOFTHEPRODUCTPRODUCTRELIABILITY,DURABILITYANDSERVICEABILITYSERVICEEFFICIENCY,EFFECTANDTHEATTITUDEO

23、FTHESERVICEPROVIDERPRODUCTSTYLEANDMODELPRICEBRANDPERFORMANCEBRANDPERFORMANCEREFERSTOTHEWAYTHEPRODUCTORSERVICESATISFIESTHECONSUMERSFUNCTIONALREQUIREMENTS,WHICHISANINHERENTBRANDQUALITYANDTHEBENEFITSPROVIDEDTOCONSUMERSBYTHESEQUALITIESDIFFERENTPRODUCTSHAVEDIFFERENTBRANDPERFORMANCEQUALITIES,ANDPROVIDEDIF

24、FERENTBENEFITSTOCONSUMERSGENERALLY,ABRANDHASFIVEIMPORTANTQUALITIESANDTHUSFIVEKINDSOFBENEFITSPROVIDEDTOCONSUMERSBYTHESEQUALITIESTHEYESTABLISHTHEFOUNDATIONOFBRANDPERFORMANCEBRANDPERFORMANCEFEATURES1PRIMARYANDSUPPLEMENTARYFEATURESOFPRODUCTPRODUCTPRIMARYFEATURESARETHEPRECONDITIONSTOSATISFYCONSUMERSREQUI

25、REMENTSANDDESIRE,ANDTHEBASISOFCONSUMERSEXPECTANCYONPRODUCTPERFORMANCELEVELFOREXAMPLE,THEHOSPITALITYISSUPPOSEDTOPROVIDEBEDSRESTAURANTSARESUPPOSEDTOPROVIDEFOODAUTOMOBILESARESUPPOSEDTOBEDRIVENETCMEANWHILE,BESIDESTHESEBASICFEATURES,CONSUMERSALSOEXPECTFORSOMESUPPLEMENTARYFEATURESFOREXAMPLE,THEYMIGHTHOPET

26、HEBEDSINTHEHOSPITALITYSHOULDBECOMFORTABLE,ANDITWOULDBEBETTERIFTHEREISATVSET,ORTHETRAIN,BUSORPASSENGERTICKETBOOKINGSERVICEISAVAILABLE（2）PRODUCTRELIABILITY,DURABILITYANDSERVICEABILITYRELIABILITYMEANSCONSISTENCYOFPRODUCTPERFORMANCEDURINGACERTAINPERIODDURABILITYREFERSTOPRODUCTECONOMICEXPECTANCYSERVICEAB

27、ILITYMEANSTHECONVENIENCEOFPRODUCTMAINTENANCEPRODUCTSPROVIDEDTOCONSUMERSSHOULDPOSSESSRELIABILITY,DURABILITYANDSERVICEABILITYTHEREFORE,CONSUMERSRECOGNITIONTOWARDPRODUCTPERFORMANCEISINFLUENCEDBYTHEFOLLOWINGFACTORSTHETIMELINESSANDPOLITENESSOFCUSTOMERSERVICEANDTRAINING（3）SERVICEEFFECTIVENESS,EFFICIENCYAN

28、DEMPATHYSERVICEISTHEEXTENSIONOFPRODUCTITISANIMPORTANTCOMPONENTTOREALIZEPRODUCTFUNCTIONANDSATISFYCONSUMERSREQUIREMENTSANDDESIRETHEREFORE,BRANDPRODUCTANDITSSERVICEARETIGHTLYINTEGRATEDSERVICEINFLUENCESCONSUMERSBRANDASSOCIATIONSERVICEEFFECTIVENESSREFERSTOHOWEFFECTIVETHEBRANDSATISFIESCONSUMERSSERVICEREQU

29、IREMENTSSERVICEEFFICIENCYREFERSTOTHESPEEDTOPROVIDESERVICESERVICEEMPATHYMEANSTHATTHESERVICEPROVIDERHASASINCEREATTITUDEANDCONSIDERSTHECONSUMERSINTERESTALLTHETIMETHEREFORE,SERVICEISAIMPORTANTASPECTTOBUILDBRANDEQUITYTHEREASONWHYHAIERSTANDOUTSAMONGSOMANYELECTRICALAPPLIANCEBRANDSWITHHIGHERPRICESISDUETOITS

30、HIGHEFFICIENCYANDPERSONALIZEDSERVICE（4）STYLEANDDESIGNCONSUMERSASSOCIATIONOFAPRODUCTDOESNOTONLYCOMEFROMITSFUNCTION,BUTALSOFROMTHEAESTHETICPERSPECTIVELIKETHESIZE,SHAPE,MATERIALANDCOLOROFTHEPRODUCTDIFFERENTPRODUCTSSHOULDHAVEDIFFERENTSTYLESANDPATTERNSTOWARDDIFFERENTCONSUMERGROUPSTOSATISFYDIFFERENTREQUIR

31、EMENTSBRANDSTYLEANDPATTERNDEPENDSONCONSUMERSPERCEPTION,ESPECIALLYTHEIRPERCEPTIONDURINGTHEPURCHASINGPROCESSTHEREFORE,OBSERVATIONSSHOULDBECONDUCTEDTOUNDERSTANDANDGRASPCONSUMERSPREFERENCESOFPRODUCTSTYLEANDPATTERN,ANDCOMMUNICATIONSSHOULDBEMADETHROUGHCORRESPONDINGMEDIATOINSTIGATECONSUMERSASSOCIATION（5）PR

32、ICEINHISMARKETINGMANAGEMENT,PHILIPKOTLERPOINTEDOUTTHATCONSUMEDELIVEREDVALUEREFERSTOTHEDIFFERENCEBETWEENTHETOTALVALUETHECONSUMERGOTANDTHETOTALEXPENDITURETHECONSUMERMADETHEMAJORPARTOFTHEEXPENDITUREISTHECURRENCYEXPENDITURE,IETHEPRICETHEREFORE,PRICEISASTANDARDOFCOMPARISONCONSUMERSUSETOEVALUATEIFTHEPRODU

33、CTORSERVICETHEYBUYDESERVESITSPRICEITISALSOACRITICALASPECTTHATDETERMINESIFCONSUMERSARESATISFIEDAFTERPURCHASING,ANDIFBRANDLOYALTYCOULDBEESTABLISHEDINTHEENDINTHEMEANTIME,PRICECANALSOCREATECONSUMERSBRANDASSOCIATIONFORINSTANCE,ASSOCIATIONSLIKETHATAHIGHPRICEMEANSAHIGHVALUE,AGOODTASTEANDAHIGHLEVELAMONGTHES

34、AMECATEGORYPRODUCTS,THEPRICEPOSITIONANDFLUCTUATIONFREQUENCYOFABRANDNAMEPRODUCTWILLIMPACTITSBRANDASSOCIATIONFOREXAMPLE,AHIGHANDSTABLEPRICEDPRODUCTWILLASSOCIATECONSUMERSWITHAHIGHQUALITYOFTHEPRODUCTANOTHERDIMENSIONOFBRANDMEANINGISBRANDIMAGEBRANDIMAGEISRELATEDTOTHEPRODUCTORSERVICESEXTERNALASSETS,INCLUDI

35、NGABSTRACTREQUIREMENTSSUCHASTHEBRANDSATISFYINGCONSUMERSPSYCHOLOGICALANDSOCIALREQUIREMENTSTHEBRANDIMAGEMENTIONEDINTHECBBEMODELISCOMPOSEDBYFOURELEMENTSCONSUMERCHARACTERISTICS,PURCHASINGCHANNELSANDUSINGCONDITIONS,SPECIFICCHARACTERSANDVALUES,BRANDHISTORY,TRADITIONANDDEVELOPINGHISTORYSTEP3BRANDRESPONSEWH

36、ATDOITHINKORFEELABOUTYOUCONSUMERBRANDRESONANCEINADDITION,EFFORTSSHOULDBEMADEINTWOASPECTSTOGUIDECORRECTBRANDRESPONSEBRANDJUDGMENTREFERSTOTHATTHEFIRMSHOULDFOCUSONCONSUMERSOPINIONONTHEBRANDCONSUMERSJUDGMENTOFABRANDMAINLYINCLUDEDITSQUALITY,CREDIBILITY,PURCHASINGCONSIDERATION,ANDSUPERIORITYCONSUMERFEELIN

37、GSBRANDFEELINGSREFERTOCONSUMERSSENSITIVEFEELINGSTOWARDABRAND,INCLUDINGWARMTH,FUN,EXCITEMENTANDSECURITYSTEP4BRANDRELATIONSHIPWHATKINDOFASSOCIATIONANDHOWMUCHOFACONNECTIONWOULDILIKETOHAVEWITHYOULASTBUTNOTLEAST,ONBUILDINGANAPPROPRIATECONSUMERBRANDRELATION,THEKEYISTOGENERATECONSUMERRESONANCETOWARDABRANDB

38、RANDRESONANCEISCOMPOSEDOFFOURDIMENSIONSBEHAVIORALLOYALTY,WHICHREFERSTOTHEFREQUENCYANDNUMBEROFREPEATEDPURCHASINGATTITUDEATTACHMENT,WHICHMEANSTHATCONSUMERSTHINKTHISBRANDISVERYSPECIALANDUNIQUE,THEYLOVETHISBRAND,ANDTHEYWONTSWIFTTOANOTHERBRANDSELLINGTHESAMECATEGORYPRODUCTSENSEOFCOMMUNITYREFERSTOTHECONNEC

39、TIONBETWEENCONSUMERSBYUSINGPRODUCTOFTHISBRAND,ANDFORMINGASUBCULTUREGROUPACTIVEENGAGEMENTMEANSTHATBESIDESPURCHASINGTHISBRAND,CONSUMERSAREACTIVELYCONCERNEDABOUTINFORMATIONOFTHISBRAND,VISITITSWEBSITEANDACTIVELYPARTICIPATERELATEDACTIVILITIES出处DAVIDAKERTHEROADOFBRANDCONSTRUCTIONJMARKETING2005472标题品牌建设之路译

40、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，KELLER1993在JM上撰文对品牌资产的概念进行了评述性研究。FARQUHAR1990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。DAAKER1991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。KELLER1993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

41、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

42、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

43、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

44、，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（STRONGBRAND）或著名品牌（WELLKNOWNBRAND）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

45、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BRANDSALIENCE；品牌表现BRANDPERFORMANCE；品牌形象BRANDIMAGERY；消费者评判CONSUMERJUDGMENT；消费者情感CONSUMERFEELING和消费者共鸣CONSUMERRESONANCE。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

46、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

47、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象的角度,指的是与品牌形象相关的消费者联想。这些联想可以直接通过消费者自己的体验而形成,并通过广告信息或者口碑传播获得的信息相联系。品牌绩效是产品或服务用以满足消费者功能性需求的外在表现,包括品牌内在的产品或者服务特征,以及与产品和服务相关的各项要素。具体而言,品牌绩效的维度包括产品的基础特征和附加特征产品可靠性、耐用性和可维修性服务的效率、效果和服务人员的态度产品风格与造型价格。品牌表现是产品或服务满足顾客功能性需要的方式，是品牌固有的属性及由这些属性所能提供给顾客的利益。不同的产品，其品牌表现的属性和提供给顾

48、客的利益不同，通常品牌有五种重要的属性及其所形成的对顾客的利益，它们构成了品牌表现的基础。品牌表现的特征。（1）产品基本特征和附加的特色。产品的基本特征是满足顾客需要与欲望的基本前提，也是形成顾客对产品表现水平的期望基础，如宾馆应当有床可以睡觉，饭店应当有食物可吃，汽车应当可以驾驶等。同时，顾客也希望产品除了最基本的特征外还能够具备一些附加的特色，如宾馆的床要舒适，且有电视可看，可以预订车票与机票；（2）产品的可靠性，耐用性和方便性。可靠性是指产品的性能在一定时期内的一致性。耐用性是指产品的预期经济寿命。方便性是指产品维修的便利性。提供给顾客的产品要具有可靠性，耐用性和方便性。因此，顾客对产品

49、表现的认知受以下因素的影响对顾客服务和培训的及时性和礼貌程度；（3）服务的效果、效率和人性化。服务是产品的延伸，是实现产品功能，满足顾客需要与欲望的重要组成部分，因而品牌产品与其服务密不可分，服务影响顾客对品牌的联想。服务效果是品牌满足顾客的服务需求的有效程度，服务效率是服务提供的速度，服务的人性化是指服务提供者态度真诚，时刻为顾客的利益着想。因而，服务是建立品牌权益的一个重要方面。海尔品牌之所以能够在众多电器产品中独树一帜，以高价位位于众多品牌之中，正是由于其高效率、人性化的服务所致。（4）顾客对于产品的联想，不只基于产品的功能，还有对于产品审美角度的考虑，比如产品的大小、形状、使用材料和颜色等。不同的产品，针对不同的顾客群，满足顾客的不同需要，应有不同的风格与样式。品牌的风格与样式取决于顾客的感知，特别是购买过程中的感知，因而，可以通过观察法来了解与掌握顾客对于产品的风格与样式的偏好，并通过相应的媒体进行沟通，以便能够激发顾客的联想。（5）价格。菲利普科特勒在其营销管理中讲，顾客让渡价值是顾客获得的总价值与总支出之差。其中总支出中最为主要的部分便是货币支出，即价格。因此，价格是顾客衡量其购买的产品或服务是否物有所值的一个比较标准，也是顾客在购买后是否能够形成顾客满意以及最后形成品牌忠诚的关键