品牌建设与社会价值观：关联到公共品牌-外文翻译.doc

1、1外文翻译原文TITLEBRANDBUILDINGTOWARDSSOCIALVALUESASSOCIATINGTOPUBLICBRANDMATERIALSOURCECHINAJOURNALNETAUTHORGUZMN11THENBRANDINGTHECENTRALCONCERNOFBRANDBUILDINGLITERATUREEXPERIENCEDADRAMATICSHIFTINTHELASTDECADEBRANDINGANDTHEROLEOFBRANDS,ASTRADITIONALLYUNDERSTOOD,WERESUBJECTTOCONSTANTREVIEWANDREDEFINITIONA

2、TRADITIONALDEFINITIONOFABRANDWAS“THENAME,ASSOCIATEDWITHONEORMOREITEMSINTHEPRODUCTLINE,THATISUSEDTOIDENTIFYTHESOURCEOFCHARACTEROFTHEITEMS”KOTLER2000THEAMERICANMARKETINGASSOCIATIONAMADEFINITIONOFABRANDIS“ANAME,TERM,SIGN,SYMBOL,ORDESIGN,ORACOMBINATIONOFTHEM,INTENDEDTOIDENTIFYTHEGOODSANDSERVICESOFONESEL

3、LERORGROUPOFSELLERSANDTODIFFERENTIATETHEMFROMTHOSEOFCOMPETITORS”WITHINTHISVIEW,ASKELLER2003SAYS,“TECHNICALLYSPEAKING,THEN,WHENEVERAMARKETERCREATESANEWNAME,LOGO,ORSYMBOLFORANEWPRODUCT,HEORSHEHASCREATEDABRAND”HERECOGNIZES,HOWEVER,THATBRANDSTODAYAREMUCHMORETHANTHATASCANBESEEN,ACCORDINGTOTHESEDEFINITION

4、SBRANDSHADASIMPLEANDCLEARFUNCTIONASIDENTIFIERSAAKERANDJOACHIMSTHALER2000MENTIONTHATWITHINTHETRADITIONALBRANDINGMODELTHEGOALWASTOBUILDBRANDIMAGEATACTICALELEMENTTHATDRIVESSHORTTERMRESULTSKAPFERER1997MENTIONEDTHAT“THEBRANDISASIGNTHEREFOREEXTERNALWHOSEFUNCTIONISTODISCLOSETHEHIDDENQUALITIESOFTHEPRODUCTWH

5、ICHAREINACCESSIBLETOCONTACT”THEBRANDSERVEDTOIDENTIFYPRODUCTANDTODISTINGUISHITFROMTHECOMPETITION“THECHALLENGETODAYISTOCREATEASTRONGANDDISTINCTIVEIMAGE”KOHLIANDTHAKOR199712NOWBRANDBUILDINGMODELSBRANDS,ACCORDINGTOKAPFERER1997SERVEEIGHTFUNCTIONSSHOWNINTABLE11THEFIRSTTWOAREMECHANICALANDCONCERNTHEESSENCEO

6、FTHEBRAND“TOFUNCTIONASARECOGNIZEDSYMBOLINORDERTOFACILITATECHOICEANDTOGAINTIME”THENEXTTHREEAREFORREDUCINGTHEPERCEIVEDRISKANDTHEFINALTHREECONCERNTHEPLEASURESIDEOFABRANDHEADDSTHATBRANDSPERFORMANECONOMICFUNCTIONINTHEMINDOFTHE2CONSUMER,“THEVALUEOFTHEBRANDCOMESFROMITSABILITYTOGAINANEXCLUSIVE,POSITIVEANDPR

7、OMINENTMEANINGINTHEMINDSOFALARGENUMBEROFCONSUMERS”THEREFOREBRANDINGANDBRANDBUILDINGSHOULDFOCUSONDEVELOPINGBRANDVALUEFOURFACTORSCOMBINEINTHEMINDOFTHECONSUMERTODETERMINETHEPERCEIVEDVALUEOFTHEBRANDBRANDAWARENESSTHELEVELOFPERCEIVEDQUALITYCOMPAREDTOCOMPETITORSTHELEVELOFCONFIDENCE,OFSIGNIFICANCE,OFEMPATHY

8、,OFLIKINGANDTHERICHNESSANDATTRACTIVENESSOFTHEIMAGESCONJUREDUPBYTHEBRANDTABLE11THEFUNCTIONSOFTHEBRANDFORTHECONSUMERFUNCTIONCONSUMERBENEFITIDENTIFICATIONTOBECLEARLYSEEN,TOMAKESENSEOFTHEOFFER,TOQUICKLYIDENTIFYTHESOUGHTAFTERPRODUCTSPRACTICALITYTOALLOWSAVINGSOFTIMEANDENERGYTHROUGHIDENTICALREPURCHASINGAND

9、LOYALTYGUARANTEETOBESUREOFFINDINGTHESAMEQUALITYNOMATTERWHEREORWHENYOUBUYTHEPRODUCTORSERVICEOPTIMIZATIONTOBESUREOFBUYINGTHEBESTPRODUCTINITSCATEGORY,THEBESTPERFORMERFORAPARTICULARPURPOSECHARACTERIZATIONTOHAVECONFIRMATIONOFYOURSELFIMAGEORTHEIMAGETHATYOUPRESENTTOOTHERSCONTINUITYSATISFACTIONBROUGHTABOUTT

10、HROUGHFAMILIARITYANDINTIMACYWITHTHEBRANDTHATYOUHAVEBEENCONSUMINGFORYEARSHEDONISTICSATISFACTIONLINKEDTOTHEATTRACTIVENESSOFTHEBRAND,TOITSLOGO,TOITSCOMMUNICATIONETHICALSATISFACTIONLINKEDTOTHERESPONSIBLEBEHAVIOROFTHEBRANDINITSRELATIONSHIPTOWARDSSOCIETYADAPTEDFROMKAPFERER1997121BRANDORIENTATIONURDE1999PR

11、ESENTSBRANDORIENTATIONASANOTHERBRANDBUILDINGMODELTHATFOCUSESONBRANDSASSTRATEGICRESOURCES“BRANDORIENTATIONISANAPPROACHINWHICHTHEPROCESSESOFTHEORGANIZATIONREVOLVEAROUNDTHECREATION,DEVELOPMENT,ANDPROTECTIONOFBRANDIDENTITYINANONGOINGINTERACTIONWITHTARGETCUSTOMERSWITHTHEAIMOFACHIEVINGLASTINGCOMPETITIVEAD

12、VANTAGESINTHEFORMOFBRANDS”BRAND3ORIENTATIONFOCUSESONDEVELOPINGBRANDSINAMOREACTIVEANDDELIBERATEMANNER,STARTINGWITHTHEBRANDIDENTITYASASTRATEGICPLATFORMITCANBESAIDTHATASACONSEQUENCEOFTHISORIENTATIONTHEBRANDBECOMESAN“UNCONDITIONALRESPONSETOCUSTOMERNEEDSANDWANTS”THISSHOULDBE,HOWEVER,CONSIDEREDCAREFULLYGI

13、VENTHAT“WHATISDEMANDEDBYCUSTOMERSATANYGIVENMOMENTISNOTNECESSARILYTHESAMEASTHATWHICHWILLSTRENGTHENTHEBRANDASASTRATEGICRESOURCE”FOLLOWINGTHISREASONING,“THEWANTSANNEEDSOFCUSTOMERSARENOTIGNORED,BUTTHEYARENOTALLOWEDTOUNILATERALLYSTEERTHEDEVELOPMENTOFTHEBRANDANDDETERMINEITSIDENTITY”URDE2003MENTIONSTHATTHE

14、BRANDBUILDINGPROCESSISTWOPARTINTERNALANDEXTERNALHEDEFINESTHEINTERNALPROCESSASTHATUSEDPRIMARILYTODESCRIBETHERELATIONSHIPBETWEENTHEORGANIZATIONANDTHEBRAND,WITHTHEINTERNALOBJECTIVEBEINGFORTHEORGANIZATIONTOLIVEITSBRANDSCONVERSELY,THEEXTERNALPROCESSISTHATCONCERNEDWITHRELATIONSBETWEENTHEBRANDANDTHECUSTOME

15、R,WITHTHEEXTERNALOBJECTIVEOFCREATINGVALUEANDFORMINGRELATIONSHIPSWITHTHECUSTOMER122BRANDLEADERSHIPAAKERANDJOACHIMSTHALER2000LEAVEBEHINDTHETRADITIONALBRANDINGMODELANDINTRODUCETHEBRANDLEADERSHIPMODEL,“WHICHEMPHASIZESSTRATEGYASWELLASTACTICS”INTHISMODEL,THEBRANDMANAGEMENTPROCESSACQUIRESDIFFERENTCHARACTER

16、ISTICSASTRATEGICANDVISIONARYPERSPECTIVETHEBRANDMANAGERISHIGHERINTHEORGANIZATION,HASALONGERTIMEJOBHORIZON,ANDISASTRATEGISTASWELLASCOMMUNICATIONSTEAMLEADERBUILDINGBRANDEQUITIESANDDEVELOPINGBRANDEQUITYMEASURESISTHEOBJECTIVEAND,BRANDSTRUCTURESARECOMPLEX,ASTHEFOCUSISONMULTIPLEBRANDS,MULTIPLEPRODUCTS,ANDM

17、ULTIPLEMARKETSINSHORT,BRANDIDENTITYANDCREATINGBRANDVALUEBECOMETHEDRIVERSOFSTRATEGYTHEYARGUETHATTHEREAREFOURCHALLENGES,SUMMARIZEDINFIGURE12,THATMUSTBEADDRESSEDFIGURE12BRANDLEADERSHIPTASKSBRANDBUILDINGPROGRAMSACCESSINGMULTIPLEMEDIAACHIEVINGBRILLIANCEINTEGRATINGTHECOMMUNICATIONMEASURINGTHERESULTSBRANDL

18、EADERSHIPBRANDIDENTITY/POSITIONASPIRATIONALIMAGEPOSITIONINGTHEBRANDORGANIZATIONALSTRUCTUREANDPROCESSESRESPONSIBILITYFORBRANDSTRATEGYBRANDARCHITECTUREBRANDS/SUBBRANDS/ENDORSEDBRANDS4AAKERANDJOACHIMSTHALER2000123CORPORATEBRANDINGAAKER2004DEFINESACORPORATEBRANDASABRANDTHATREPRESENTSANORGANIZATIONANDREF

19、LECTSITSHERITAGE,VALUES,CULTURE,PEOPLE,ANDSTRATEGYCORPORATEBRANDINGCONGRUENTWITHTHESTRATEGICBRANDVISION,DWELLSONDEVELOPINGBRANDSATANORGANIZATIONALLEVELWHICHREQUIRESMANAGINGINTERACTIONSWITHMULTIPLESTAKEHOLDERSACORPORATEBRANDISDEFINEDPRIMARILYBYORGANIZATIONALASSOCIATIONS,ANDTHUSCANDEVELOPANDLEVERAGEOR

20、GANIZATIONALCHARACTERISTICS,ASWELLASPRODUCTANDSERVICEATTRIBUTESURDE2003STATESTHATCORPORATEBRANDSMUSTREFLECTORGANIZATIONALVALUESINOTHERWORDS,ANORGANIZATIONSCOREVALUESMUSTBETHEGUIDINGLIGHTOFTHEBRANDBUILDINGPROCESS,BOTHINTERNALLYANDEXTERNALLYTHEYMUSTBEBUILTINTOTHEPRODUCT,EXPRESSEDINBEHAVIOR,ANDREFLECTE

21、DINCOMMUNICATION“COREVALUESINFLUENCECONTINUITY,CONSISTENCYANDCREDIBILITYINTHEBUILDINGOFACORPORATEBRAND”13BRANDEQUITYBRANDEQUITYHASBEENDEFINEDAS“THEENHANCEMENTINTHEPERCEIVEDUTILITYANDDESIRABILITYABRANDNAMECONFERSONAPRODUCT”LASSAR,MITTALANDSHARMA1995HIGHBRANDEQUITYISCONSIDEREDTOBEACOMPETITIVEADVANTAGE

22、SINCEITIMPLIESTHATFIRMSCANCHARGEAPREMIUMTHEREISANINCREASEINCUSTOMERDEMANDEXTENDINGABRANDBECOMESEASIERCOMMUNICATIONCAMPAIGNSAREMOREEFFECTIVETHEREISBETTERTRADELEVERAGEMARGINSCANBEGREATERANDTHECOMPANYBECOMESLESSVULNERABLETOCOMPETITIONBENDIXEN,BUKASA,ANDABRATT2003INOTHERWORDS,HIGHBRANDEQUITYGENERATESA“D

23、IFFERENTIALEFFECT”,HIGHER“BRANDKNOWLEDGE”,ANDALARGER“CONSUMERRESPONSE”KELLER2003,WHICHNORMALLYLEADSTOBETTERBRANDPERFORMANCE,BOTHFROMAFINANCIALANDACUSTOMERPERSPECTIVE14OTHERCONCEPTSINADDITIONTOTHEBRANDBUILDINGMODELSDISCUSSEDABOVE,ITISWORTHMENTIONINGSOMEOTHERRELEVANTCONCEPTSFOUNDINLITERATURE141BRANDID

24、ENTITYPARK,JAWORSKIANDMACINNIS1986SAYTHATBRANDIMAGEISTHE“UNDERSTANDINGCONSUMERSDERIVEFORMTHETOTALSETOFBRANDRELATEDACTIVITIESENGAGEDBYTHEFIRM”DECHERNATONY1999SUGGESTSPASSINGFROMBRANDMANAGEMENTTOIDENTITYMANAGEMENTBYPLACINGSPECIALIMPORTANCEONTHEINTERNALASPECTOFBRANDBUILDING5HEARGUESTHATMOREEMPHASISNEED

25、STOBEPLACEDONBRANDIDENTITYIDENTITY,HEMENTIONS,“ISABOUTETHOS,AIMSANDVALUESTHATPRESENTASENSEOFINDIVIDUALITYDIFFERENTIATINGTHEBRAND”HECONCEPTUALIZESTHEBRANDSIDENTITYINTERMSOFVISIONANDCULTURE,WHICHDRIVEPOSITIONING,PERSONALITY,ANDANYOTHERSUBSEQUENTRELATIONSHIPSINTHISSENSE,EMPLOYEESANDSTAFFMEMBERSVISIONAN

26、DCULTUREAFFECTTHEBRANDBUILDINGPROCESSHETHEREFOREARGUESTHATMOREATTENTIONSHOULDBEPLACEDONINTERNALASPECTSOFBRANDING,SUCHASTHEROLESTAFFPLAYSINSHAPINGABRANDSVALUES142BUILDINGSERVICESBRANDSAPARTICULARPERSPECTIVEFORBUILDINGSERVICESBRANDSISSUGGESTEDBYDECHERNATONYANDSEGALHORN2001GIVENTHEUNIQUECHARACTERISTICS

27、OFSERVICESINTANGIBILITY,INSEPARABILITYOFPRODUCTIONANDCONSUMPTION,HETEROGENEITYOFQUALITY,ANDPERISHABILITY,“DELIVERYOFTHESERVICESBRANDISABOUTTHEEXPERIENCEOFTHECUSTOMERATTHEINTERFACEWITHTHESERVICEPROVIDER”143BRANDPERSONALITYAAKER1997DEVELOPSTHECONCEPTOFBRANDPERSONALITY,OR“THESETOFHUMANCHARACTERISTICSAS

28、SOCIATEDWITHABRAND”SHECREATESARELIABLE,VALID,ANDGENERALIZABLEBRANDPERSONALITYMEASUREMENTSCALE“BASEDONANEXTENSIVEDATACOLLECTIONINVOLVINGRATINGSOF114PERSONALITYTRAITSON37BRANDSINVARIOUSPRODUCTCATEGORIESBYOVER600INDIVIDUALS”INHERRESULTINGFRAMEWORK,FIVEDIMENSIONSAREDISTINGUISHEDTHE“BIGFIVE”THATHELPTOEXP

29、LAINTHESYMBOLICANDSELFEXPRESSIVEFUNCTIONSOFABRANDSINCERITY,COMPETENCE,EXCITEMENT,SOPHISTICATION,ANDRUGGEDNESS144BRANDSASARELATIONSHIPFOURNIER1998SUGGESTSTHATABRANDCANBEVIEWEDASARELATIONSHIPPARTNERONEWAYTOACHIEVETHISISBYUNDERSTANDING“THEWAYSINWHICHBRANDSAREANIMATED,HUMANIZED,ORSOMEHOWPERSONALIZED”SHE

30、MENTIONSTHREEBRANDANIMATINGPROCESSESTHROUGHTHESPIRITOFAPASTORPRESENTOTHER,BYUSINGBRANDPERSONASSOCIATIONS,ANDTHROUGHACOMPLETEANTHROPOMORPHIZATIONOFTHEBRANDBRANDRELATIONSHIPSHAPPEN“ATTHELEVELOFCONSUMERSLIVEDEXPERIENCES”THESERELATIONSHIPSOFFERMEANINGSTOTHECONSUMER,SOMEBEINGFUNCTIONALANDUTILITARIAN,WHIL

31、EOTHERSAREPSYCHOLOGICALOREMOTIONAL145BRANDORIGINTHAKORANDKOHLI1996ARGUETHATINADDITIONTOTHETRADITIONALCONCEPTSIDENTIFIEDASBRANDEQUITYINFLUENCERS,BRANDORIGINMUSTALSOBECONSIDEREDTHEY6DEFINEBRANDORIGINAS“THEPLACE,REGIONORCOUNTRYTOWHICHTHEBRANDISPERCEIVEDTOBELONGBYITSCUSTOMERS”BRANDORIGINCANBEMOREORLESSS

32、ALIENTFORSOMEBRANDSOROTHERS,ANDTHEREFORE,THEUSEOFORIGINCUESSHOULDBESUBTLEANDIMPLICITWHENTHEBRANDCONCEPTRELIESMOREONSYMBOLISM,WHILEMOREEXPLICITWHENTHEBRANDCONCEPTRELIESMOREONFEATURES146BRANDCOMMUNITIESMUNIZANDOGUINN1991DEFINEABRANDCOMMUNITYASA“SPECIALIZED,NONGEOGRAPHICALLYBOUNDCOMMUNITY,BASEDONASTRUC

33、TUREDSETOFRELATIONSHIPSAMONGADMIRERSORABRAND”ACCORDINGTOTHEIRRESEARCH,BRANDCOMMUNITIESSHARETHREECORECHARACTERISTICSTHEEXISTENCEOFACONSCIOUSNESSOFAKIND,THEPRESENCEOFSHAREDRITUALS,ANDASENSEOFMORALRESPONSIBILITYBETWEENMEMBERS147EXPERIENTIALBRANDINGSCHMITTS1999EXPERIENTIALMARKETINGCONCEPTALSOADDSTOTHETR

34、ADITIONALVIEWOFTHEBRANDINGCONCEPTHEEXPLICITLYSTATESHOWTHEBRANDASANIDENTIFIERHASEVOLVEDTOBECOMEAPROVIDEROFEXPERIENCESTHEEXPERIENTIALMARKETINGAPPROACHVIEWSBRANDSASANINTEGRATEDHOLISTICEXPERIENCE,WHICHISPOSSIBLETOCREATETHROUGHNURTURINGSENSORY,AFFECTIVEANDCREATIVERELATIONS,ASWELLASASSOCIATINGALIFESTYLEWI

35、THTHEBRAND148BRANDSTEWARDSHIPBRANDSTEWARDSHIP,ASSPEAK1998DEFINESIT,“ISTHELEADERSHIPOFANDTHEACCOUNTABILITYFORTHELONGTERMWELLBEINGOFTHEORGANIZATIONALBRANDEQUITIES”ABRANDTHATDEVELOPSASTEWARDSHIPPROCESSMEANINGTHATITENGAGESANEXECUTIVELEADERSHIPINARTICULATINGAVISIONFORKEYMARKETRELATIONSHIPS,IMBUESTHEBRAND

36、BUILDINGPROCESSTOTHEWHOLEMARKETINGPROCESS,ANDOBTAINSTHECOMPROMISEOFTHEWHOLEORGANIZATIONTOTRANSMITTHEBRANDPROMISESTHROUGHEVERYACTIONTAKENWILLGENERALLYOBTAINBRANDLOYALCUSTOMERS149EMOTIONALBRANDINGGOB2001BELIEVESTHATTHEEMOTIONALASPECTOFBRANDSISWHATMAKESAKEYDIFFERENCEFORCONSUMERSHEARGUESTHATPEOPLEAREINT

37、ERESTEDINBUYINGEMOTIONALEXPERIENCES,ANDHECALLSTHEBRANDSTHATAREABLETOCREATEANEMOTIONALBONDWITHTHEIRCLIENTSEMOTIONALBRANDSACCORDINGTOHIM,EMOTIONALBRANDSSHAREASETOFCOMMONVALUESTHATMAKETHEMHIGHLYSOUGHTTHESEVALUESAREAGREATCORPORATECULTUREFOCUSEDONPEOPLE,ACOMMUNICATIONSTYLEANDPHILOSOPHYTHATSTANDSOUT,ANDAN

38、EMOTIONALHOOKTHATDRAWSCONSUMERSTOTHEIRPROMISE71410CITIZENBRANDSEXTENDINGHISIDEAS,GOB2002SAYSTHATTODAYCONSUMERSDONOTWANTTOBEROMANCEDBYBRANDS,BUTWANTTOESTABLISHMULTIFACETED,HOLISTICRELATIONSHIPSWITHTHEMPEOPLESEMOTIONALBONDWITHBRANDSISINFLUENCEDBYKNOWINGIFBRANDSBEHAVEWELLANDAREACTIVELYINVOLVEDINMAKINGT

39、HEWORLDABETTERPLACEPEOPLENOTONLYEXPECTBRANDSTOBEGOODPHILANTHROPISTS,BUTTOBECOMECOMPASSIONATEFRIENDSORNEIGHBORSTHEREFORE,HEINTRODUCESTHECONCEPTOFCITIZENBRANDSWHICHEXISTINFIRMSTHATTAKEINTOCONSIDERATIONTHEIMPACTONPEOPLE,BOTHINTERNALLYANDEXTERNALLY,OFEVERYDECISIONTHEYMAKEINOTHERWORDS,ACITIZENBRANDISASOC

40、IALLYRESPONSIBLEBRAND1411CSRCORPORATESOCIALRESPONSIBILITYCSRMUSTBEMENTIONEDASANOTHERCONCEPTTHATISINFLUENCINGTHEDEVELOPMENTOFBRANDSNOWADAYS,ESPECIALLYCORPORATEBRANDSBOTHBRANDINGANDCSRHAVEBECOMECRUCIALLYIMPORTANTNOWTHATTHEORGANIZATIONSHAVERECOGNIZEDHOWTHESESTRATEGIESCANADDORDETRACTFROMTHEIRVALUEBLUMEN

41、THALANDBERGSTROM2003BECAUSECORPORATIONSALREADYINVESTINBOTHBRANDINGANDPHILANTHROPY,THERATIONALEFORINTEGRATINGBRANDINGANDCSRDERIVESFROMTHESYNERGIESCREATEDWHENBOTHSTRATEGIESMERGEEXPOSEFOURKEYREASONSFORINTEGRATINGCSRUNDERTHEUMBRELLAOFTHEBRANDWHICHARERECOGNIZINGTHEMAGNITUDEOFTHEBRANDPROMISEMAINTAININGCUS

42、TOMERLOYALTYMAXIMIZINGINVESTMENTTHATWOULDBEPLACEDINCSRREGARDLESSOFTHEBRANDANDAVOIDINGCONFLICTWITHSHAREHOLDERSINOTHERWORDS,“BRANDEDCSRTURNSPHILANTHROPYFROMIMPLICITDELIVERYOFTHEPROMISETOANEXPLICITONE”THISBECOMESEVERYDAYMOREIMPORTANTASTHEPUBLICWANTSTOKNOWWHAT,WHERE,ANDHOWMUCHBRANDSAREGIVINGBACKTOSOCIET

43、Y译文标题品牌建设与社会价值观关联到公共品牌材料来源中国期刊网作者古斯曼11以前品牌品牌建设经历了文学关注的中心在过去十年中发生了巨大变化。品牌和品牌的作用，因为传统的理解，受到不断的检讨和重新界定。一个品牌的传统定义是“这个名字，在产品线与一个或多个项目相关联，用来标识该项目（S）8字符代码”（科特勒2000年）。美国市场营销协会（AMA）对品牌的定义是“品牌是用以识别一个或一群产品和劳务的名称、术语、象征、记号或设计及其组合，以和其他竞争者的产品和劳务相区别”。凯勒（2003年）说“他认为每当创建一个新的营销名称，商标，或一种新产品的象征，他或她就创造了一个品牌。但是，今天的品牌更不止于此

44、”。可以看出，根据这些定义品牌有一个简单明了的识别功能。阿克尔和JOACHIMSTHALER（2000）提到，在传统的品牌推广模式的目标是建立品牌形象，一个战术分队，驱动短期成果。KAPFERER（1997）提到“品牌是一个外部标志，其功能是披露产品无法联系的隐性素质。以确定该品牌的产品和服务区别于竞争对手”。“今天的挑战是建立一个强大和独特的形象”（KOHLI和THAKOR1997年）。12现在品牌建设模式品牌，根据KAPFERER（1997）表11所示为八个功能前两个是机械和关注的品牌精髓“要作为一个公认的标志，以方便选择和争取时间”。未来三年是降低知觉风险，最后三个关注一个品牌的快乐的一

45、面。他补充说“执行品牌在消费者心目中的经济功能，品牌的价值在于它能够获得一个在众多的消费者心目中独一无二，积极而突出的意义”。因此，品牌和品牌建设应重点发展品牌价值。四个因素结合在消费者心中就决定其感知价值的品牌品牌意识的感知质量比竞争对手水平高的信任程度，同理，对非常喜欢和吸引力的图像唤出了品牌。表11对消费者的品牌中的作用功能消费者利益标识能清楚看见，使该要约意识，快速识别抢手的产品。实用性通过回购和忠诚度节省相同的时间和精力。保证无论身在何处您都能得到同样质量的产品或服务。续表优化要购买其类别，对特定用途的最佳表演者和最佳产品肯定。描述确认您自我形象的图像或出示给他人。延续性通过满意度带

46、来熟悉和亲密的有关与你多年的消费品牌。享受主义满意度与品牌的吸引力，通过它的标识与其沟通。道德满意度与品牌的关系，在其对社会负责任的行为。121品牌定位URDE（1999）把品牌定位作为品牌建设的一个模型，把品牌视为一种战略资源，考虑周围环境与每位目标客户的互动关系。根据品牌定位模型，品牌建9设的第一步是创建一个清晰、明了的品牌标识。然后把消费者需求的满意作为品牌战略的平台。URDE（2003）指出品牌建设过程分为两部分内部的和外部的。所谓内在的品牌建设主要是描述品牌和企业之间的关系，从企业内部自身的建设。而外部的品牌建设时建设品牌和消费者之间的关系，由外部客体创造价值，建立与消费者之间的一种

47、长期的关系。122品牌领导力阿克尔和JOACHIMSTHALER（2000年）提出的传统品牌模型，并介绍该模型的品牌领导模式“强调战略以及战术”，品牌管理过程中获得不同的特点从战略高度和远见的角度出发，品牌经理组织能力强，有一个较长时间的工作视野，是一个战略家以及通信组长，建立品牌资产和品牌资产发展的目标的措施，以及品牌结构复杂，多为重点品牌的，多个产品，多个市场。总之，品牌形象，创造品牌价值成为战略他们认为有四个方面的挑战，在图12概括，即必须解决图12品牌领导任务123企业品牌阿克（2004）定义为一个品牌，代表一个组织，反映其遗产，价值，文化，人员和企业品牌战略。企业品牌的战略眼光与品牌

48、相一致，居住在品牌发展的组织水平，这就需要管理与多个利益相关者的互动。企业品牌的定义，主要通过组织协会，从而可以开发和利用组织的特点，产品以及服务属性。URDE（2003）指出，企业品牌必须体现组织的价值观。换言之，一个组织的核心价值观必须是品牌建设过程中的指路明灯，在内部和外部。他们必须建立在行为上表现为产品，并在沟通中反映出来。“的核心价值观在一个企业品牌建设的影响连续性，一致性和可信性”。13品牌资产组织结构与过程品牌战略的责任品牌架构品牌/副品牌/加签品牌品牌识别/定位理想形象品牌定位品牌建设方案多种媒体访问实现辉煌整合沟通测量的结果品牌领导10品牌资产被定义为“品牌给产品带来的超越其

49、功能的附加价值或附加利益。”（LASSAR，米塔尔和夏尔马1995年）。高品牌资产被认为是有竞争力的优势，它意味着公司可以收取地价；有一个客户需求的增加，延伸品牌变得更加容易；传播活动更加有效；有更好的贸易杠杆作用；利润率可更大，以及公司的竞争变得越来越脆弱（本迪克森，BUKASA和ABRATT2003年）。换句话说，高品牌资产生成一个“差异化效应”，提高“品牌知识”，以及更大的“消费者反应”（凯勒2003年），它通常导致更好的品牌表现无论从资金和客户的角度出发。14其他相关概念除了上面讨论的品牌建设模式，值得一提是文献中发现了一些其他相关概念。141品牌标识贾沃斯基和麦金尼斯（1986）说“品牌形象是了解消费者派生形式和公司从事品牌相关活动的总集”。DECHERNATONY（1999）认为，从品牌管理由身份管理过渡到品牌内在方面建设的特殊重要性。他认为，更多地需强调在品牌形象上。并且是“关于精神，宗旨和价值观，在目前的差异化的品牌个性感”。他的远见和概念化文化，条款，驱动器定位，个性，以及任何其他后续关系的品牌的身份。在这个意义上说，雇员和工作人员的视野和文化影响品牌建设进程。因此，应更加重视内部方面的品牌，如工作人员的角色塑造一个品牌的价值上。142建设服务品牌建立一个服务品牌的具体见解，DECHERNATONY和西格尔喇叭（2001年）指出