1、毕业论文(设计)外文翻译题目中小企业自主品牌建立初探一、外文原文标题BUILDINGBRANDIDENTITYINCOMPETITIVEMARKETSACONCEPTUALMODEL原文INTRODUCTIONBUILDINGABRANDDRIVENCULTUREISALIFELONGCOMMITMENTTOAMINDSETANDAWAYOFLIFETHATTAKESTIME,PLANNINGANDPERSEVERANCETHATPRODUCESINTANGIBLEOUTPUTSWHICHINCLUDEGREATERCUSTOMERSATISFACTION,REDUCEDPRICESENSIT
2、IVITY,FEWERCUSTOMERDEFECTIONS,AGREATERSHAREOFCUSTOMERSWALLETS,MOREREFERRALS,ANDAHIGHERPERCENTAGEOFREPEATBUSINESSKNAPP,2000CUSTOMERSVALUETHEIRRELATIONSHIPSWITHTHEIRBRANDEDPOSSESSIONSANDWITHMARKETINGAGENTSANDINSTITUTIONSTHATOWNANDMANAGETHEBRANDALEXANDERETAL,2002THEBRANDIDENTITYNEEDSTOFOCUSONPOINTSOFDI
3、FFERENTIATIONTHATOFFERSUSTAINABLECOMPETITIVEADVANTAGETOTHEFIRMBRANDIDENTITYISBASEDONATHOROUGHUNDERSTANDINGOFTHEFIRMSCUSTOMERS,COMPETITORS,ANDBUSINESSENVIRONMENTTHEBRANDIDENTITYNEEDSTOREFLECTTHEBUSINESSSTRATEGYANDTHEFIRMSWILLINGNESSTOINVESTINTHEPROGRAMSNEEDEDFORTHEBRANDTOLIVEUPTOITSPROMISETOCUSTOMERS
4、AAKERANDJOACHIMSTHALER,2000STRONGBRANDSENJOYCUSTOMERLOYALTY,THEPOTENTIALTOCHARGEPREMIUMPRICES,ANDCONSIDERABLEBRANDPOWERTOSUPPORTNEWPRODUCTANDSERVICELAUNCHESCOMPANIESNEEDTOHAVETHOROUGHUNDERSTANDINGOFCUSTOMERBELIEFS,BEHAVIORS,PRODUCTORSERVICEATTRIBUTES,ANDCOMPETITORSTHISPAPERPRESENTSACONCEPTUALFRAMEWO
5、RKINTHEFORMOFPCDLMODELFORBUILDINGBRANDSTHATISBASEDONLITERATUREREVIEWANDCASESTUDIESOFVERYPROMINENTBRANDSININDIATHEMANAGERIALIMPLICATIONSOFTHECONCEPTSEMPHASIZEDAREEXPLAINEDINTHEDISCUSSIONSECTIONINTHEPAPERESTABLISHINGBRANDIDENTITYBRANDIDENTITYISAUNIQUESETOFBRANDASSOCIATIONSIMPLYINGAPROMISETOCUSTOMERSAN
6、DINCLUDESACOREANDEXTENDEDIDENTITYCOREIDENTITYISTHECENTRAL,TIMELESSESSENCEOFTHEBRANDTHATREMAINSCONSTANTASTHEBRANDMOVESTONEWMARKETSANDNEWPRODUCTSCOREIDENTITYBROADLYFOCUSESONPRODUCTATTRIBUTES,SERVICE,USERPROFILE,STOREAMBIENCEANDPRODUCTPERFORMANCEEXTENDEDIDENTITYISWOVENAROUNDBRANDIDENTITYELEMENTSORGANIZ
7、EDINTOCOHESIVEANDMEANINGFULGROUPSTHATPROVIDEBRANDTEXTUREANDCOMPLETENESS,ANDFOCUSESONBRANDPERSONALITY,RELATIONSHIP,ANDSTRONGSYMBOLASSOCIATIONTOBEEFFECTIVE,ABRANDIDENTITYNEEDSTORESONATEWITHCUSTOMERS,DIFFERENTIATETHEBRANDFROMCOMPETITORS,ANDREPRESENTWHATTHEORGANIZATIONCANANDWILLDOOVERTIMEAAKERANDJOACHIM
8、STHALER,2000TOEXCEL,ABRANDIMAGEMUSTBEWELLPLANNED,NURTURED,SUPPORTED,ANDVIGILANTLYGUARDEDKNAPP,2000ONEKEYTOSUCCESSFULBRANDBUILDINGISTOUNDERSTANDHOWTODEVELOPABRANDIDENTITYTOKNOWWHATTHEBRANDSTANDSFORANDTOEFFECTIVELYEXPRESSTHATIDENTITYAAKER,1996WHENBRANDFACESAGGRESSIVECOMPETITIONINMARKETPLACE,BRANDPERSO
9、NALITYANDREPUTATIONOFTHEBRANDHELPITDISTINGUISHFROMCOMPETINGOFFERINGSTHISCANRESULTINGAININGCUSTOMERLOYALTYANDACHIEVEGROWTHASTRONGBRANDIDENTITYTHATISWELLUNDERSTOODANDEXPERIENCEDBYTHECUSTOMERSHELPSINDEVELOPINGTRUSTWHICH,INTURN,RESULTSINDIFFERENTIATINGTHEBRANDFROMCOMPETITIONACOMPANYNEEDSTOESTABLISHACLEA
10、RANDCONSISTENTBRANDIDENTITYBYLINKINGBRANDATTRIBUTESWITHTHEWAYTHEYARECOMMUNICATEDWHICHCANBEEASILYUNDERSTOODBYTHECUSTOMERSPOSITIONINGTHEBRANDPOSITIONINGISRELATEDWITHCREATINGTHEPERCEPTIONOFABRANDINTHECUSTOMERSMINDANDOFACHIEVINGDIFFERENTIATIONTHATITSTANDSAPARTFROMCOMPETITORSBRANDS/OFFERINGSANDTHATITMEET
11、STHECONSUMERSNEEDS/EXPECTATIONSBRANDMARKETERSMAJOROBJECTIVESHOULDBETOCREATETHEDESIREDPERCEPTIONINTHETARGETCONSUMERSMINDACCORDINGTOTEMPORAL2000,THEBRANDINGFOCUSSHOULDBEONADDINGPSYCHOLOGICALVALUETOPRODUCTS,SERVICES,ANDCOMPANIESINTHEFORMOFINTANGIBLEBENEFITSTHEEMOTIONALASSOCIATIONS,BELIEFS,VALUES,ANDFEE
12、LINGSTHATPEOPLERELATETOTHEBRANDBYSTRATEGICALLYPOSITIONINGITINTHEMINDSOFTHETARGETAUDIENCE,THECOMPANYCANBUILDASTRONGIDENTITYORPERSONALITYFORTHEBRANDABILITYTOENDOWAPRODUCT,SERVICEORCORPORATIONWITHANEMOTIONALSIGNIFICANCEOVERANDABOVEITSFUNCTIONALVALUEISASUBSTANTIALSOURCEOFVALUECREATIONSHERRINGTON,2003THE
13、PROMISEOFVALUEMUSTBERELEVANTTOTHEPEOPLEORBUSINESSESACOMPANYWANTSTOHAVEASITSCUSTOMERSWARDETAL,1999ASUCCESSFULBRANDAIMSTODEVELOPAHIGHQUALITYRELATIONSHIP,INWHICHCUSTOMERSFEELASENSEOFCOMMITMENTANDBELONGING,EVENTOTHEPOINTALMOSTOFPASSIONCHERNATONYANDMCDONALD,1998THEBRANDPREFERENCEISTHEOUTCOMEOFTHEEMOTIONA
14、LNEEDSTHECUSTOMERSHAVEEMOTIONALASSOCIATIONSCANSTRONGLYDISTINGUISHTHEBRANDINCUSTOMERSMINDINCOMPARISONTOCOMPETITORSOFFERINGSBRANDINGENABLESTHEPROCESSOFTRANSFORMINGFUNCTIONALASSETSINTORELATIONSHIPASSETSCOMMUNICATINGTHEBRANDMESSAGEABRANDNEEDSTOCARVEAVISIONOFHOWTHATBRANDSHOULDBEPERCEIVEDBYITSTARGETAUDIEN
15、CETHEBRANDPOSITIONINGHELPSINPRIORITIZINGTHEFOCUSOFTHEBRANDIDENTITYANDRESULTANTCOMMUNICATIONTHEMESWHICHENABLETHECOMPANYTOSETFORTHTHECOMMUNICATIONOBJECTIVESSUCHASTHETYPEOFMESSAGE,BRANDDIFFERENTIATIONTOBEACHIEVED,ANDTHEMESTHATAPPEALTOTHETARGETCUSTOMERSADVERTISINGTHATISCREATIVELYEXECUTEDHELPSTHEBRANDTOB
16、REAKTHECLUTTERANDBUILDSTRONGIMPACTINTHETARGETMARKETTHECHALLENGESFACEDBYCOMPANIESINBUILDINGBRANDSARETOBENOTICED,TOBEREMEMBERED,TOCHANGEPERCEPTIONS,TOREINFORCEATTITUDES,ANDTOCREATEDEEPCUSTOMERRELATIONSHIPSAAKERANDJOACHIMSTHALER,2000ADIFFERENTIATED,“OWNABLE”BRANDIMAGECANBUILDANEMOTIONALANDRATIONALBRIDG
17、EFROMCUSTOMERSTOACOMPANY,APRODUCT,ORASERVICEKNAPP,2000THEINTANGIBLEFACTORSUSEDINBUILDINGBRANDEQUITYINCLUDE“USERIMAGERY”,“USAGEIMAGERY”,THETYPEOFPERSONALITYTHEBRANDPORTRAYS,THEFEELINGTHATTHEBRANDTRIESTOELICITINCUSTOMERS,ANDTHETYPEOFRELATIONSHIPITSEEKSTOBUILDWITHITSCUSTOMERSKELLER,2000THEMAJORCHANNELS
18、OFCOMMUNICATIONSUSEDWIDELYTOPOSITIONTHEBRANDSINTHEMINDSOFCONSUMERSAREADVERTISING,DIRECTMARKETING,SALESPROMOTION,SPONSORSHIPS,ENDORSEMENTS,PUBLICRELATIONS,THEINTERNET,ANDINTEGRATEDBRANDCOMMUNICATIONSSUCCESSFULBRANDSAREBUILTTHROUGHCREATIVEREPETITIONOFTHEMESINVARIOUSTYPESOFMEDIAUSEOFEMOTIONSINADVERTISI
19、NGTHATAPPEALSTOTHEHEARTSANDMINDSOFTHEPEOPLERESULTSINANEMOTIONALRELATIONSHIPWITHCUSTOMERSABRANDISTHEAMALGAMOFTHEPHYSICALPRODUCTANDTHENOTIONALIMAGESTHATGOWITHTHEBRANDPARAMESWARAN,2001BRANDAWARENESSISTHEABILITYOFAPOTENTIALBUYERTORECOGNIZEORRECALLTHATABRANDISAMEMBEROFACERTAINPRODUCTCATEGORYALINKBETWEENP
20、RODUCTCLASSANDBRANDISINVOLVEDAAKER,1991IMAGEISAPRODUCTOFPEOPLESPERCEPTIONS,THATIS,THEWAYINWHICHPEOPLETHINKABOUTOREVENIMAGINESOMETHINGTOBETEMPORAL,2000OLDBRANDSSERVETOBINDCONSUMERSTOTHEIRPASTSANDTOTHECOMMUNITIESTHATSHAREDTHOSEBRANDSBROWNETAL,2003PERSONALANDCOMMUNALNOSTALGIAARECLOSELYINTERTWINED,WHICH
21、EVOKENOTONLYFORMEREPOCHSBUTALSOFORMERSELVESBETTERADVERTISINGISBORNOUTOFATOTALUNDERSTANDINGOFALLTHEVARIABLESIMPACTINGTHEBRANDSUCHASNEWCONSUMERTRENDS,NEWCOMPETITION,ORNEWTECHNOLOGICALBREAKTHROUGHSPARAMESWARAN,2001ACCORDINGTOUPSHAW199,BRANDIDENTITYHINGESONWHOCONSUMERSAREASINDIVIDUALS,THEENVIRONMENTINWH
22、ICHTHEYLIVE,ANDTHESIGNALSSENTFROMTHEBRANDITSELFABRANDSMESSAGESARERECEIVEDTHROUGHASERIESOFFILTERSTHATEXISTWITHINEACHCONSUMERSLIFETHEMOSTSUCCESSFULBRANDSKEEPUPWITHCOMPETITORSBYCREATINGPOINTSOFPARITYINTHOSEAREASWHERECOMPETITORSARETRYINGTOFINDANADVANTAGEWHILEATTHESAMETIMECREATINGPOINTSOFDIFFERENCETOACHI
23、EVEADVANTAGESOVERCOMPETITORSINSOMEOTHERAREASKELLER,2000ITISNECESSARYTODEVELOPANDIMPLEMENTLONGTERMINTEGRATEDCOMMUNICATIONSTRATEGIESDEMONSTRATINGTHEBRANDSVALUETOTHETARGETCUSTOMERSTHEMESSAGESHOULDBECONSISTENTWITHTHEBRANDVALUE,BRANDPERSONALITYANDOTHERBRANDIDENTITYDIMENSIONSSTRONGBRANDHELPSTHECOMPANYINPO
24、SITIONINGANDEXTENDINGITSBRANDANDHAVEAGREATERINFLUENCEONTHECUSTOMERPURCHASEPROCESSESLEVERAGINGTHEBRANDEQUITYKELLER2003DEFINEDLEVERAGINGPROCESSASLINKINGTHEBRANDTOSOMEOTHERENTITYTHATCREATESANEWSETOFASSOCIATIONSFROMTHEBRANDTOTHEENTITYASWELLASAFFECTEXISTINGBRANDASSOCIATIONSCOMPANIESEMPLOYDIFFERENTSTRATEG
25、IESINLEVERAGINGTHEIRBRANDSNAMELYTHROUGHLINEEXTENSIONS,BRANDEXTENSIONS,INGREDIENTBRANDINGANDCOBRANDING,ETCININGREDIENTBRANDING,KEYATTRIBUTESOFONEBRANDAREINCORPORATEDINTOANOTHERBRANDASINGREDIENTISGAININGINCREASINGPOPULARITYINMARKETSTHEINGREDIENTBRANDINGENHANCESTHEDIFFERENTIATIONOFTHEHOSTBRANDFROMCOMPE
26、TITIONBYCHARACTERIZINGTHEINGREDIENTATTRIBUTEINTHEHOSTBRANDMORESPECIFICALLYDESAIANDKELLER,2002THISRESULTSINESTABLISHINGBRANDALLIANCESBETWEENNUMBEROFFIRMSASTHEYLINKTHROUGHTHEIRPRODUCTS/SERVICESORMARKETINGACTIVITIESINBRANDEXTENSIONS,THEPARENTBRANDEXPERIENCEAPPEARSTOHAVELITTLEIMPACTONLONGTERMREPEATPURCH
27、ASINGOFANEXTENSIONACROSSARANGEOFCASESINWHICHPERCEIVEDSIMILARITYBETWEENTHEPARENTANDEXTENSIONCATEGORIESVARIEDCONSIDERABLYSWAMINATHANETAL,2001IFTHEBRANDEXTENSIONFAILS,ITCANHARMBRANDEQUITYOFTHEPARENTBRANDBYPRODUCINGNEGATIVERECIPROCALEFFECTSFURTHER,THEYSTATEDTHATPARENTBRANDEXPERIENCEHASANIMPACTONEXTENSIO
28、NTRIALBUTNOTONREPEATPURCHASETHEADVERTISINGOFBRANDEXTENSIONSPRODUCESSIGNIFICANTRECIPROCALSPILLOVERTHATFAVORABLYAFFECTSTHECHOICEOFPARENTBRANDSUBRAMANIANANDGHOSE,2003ADVERTISINGSPILLOVEREFFECTBECOMESRELEVANTWHENABRANDNAMEISUSEDONTWOORMOREPRODUCTSTHATARESEPARATELYADVERTISEDDISCUSSIONTHESUGGESTEDPCDLMODE
29、LCANSERVEASAGUIDELINETOMANAGERSANDEXECUTIVESINBUILDINGIDENTITYOFTHEIRBRANDSINTHEIRTARGETMARKETSASCOMPETITIONGETSMOREINTENSE,MANAGERSFACECHALLENGESTOADJUSTTHEIRBRANDSWITHCHANGEDEXPECTATIONSOFTHEIRCUSTOMERSAMONGDIFFERENTALTERNATIVESTHATAREAVAILABLETOMANAGERS,POSITIONINGTHEIRBRANDSONTHEATTRIBUTESTHATHA
30、PPENTOBETHECUSTOMERPRIORITIESCANHELPINBUILDINGSUPERIORITYOFTHEIRBRANDSINTHEMINDSOFTHEIRCUSTOMERSSUCHATTRIBUTEPOSITIONINGORBENEFITPOSITIONINGCANENABLECOMPANIESTOLEVERAGECURRENTRESOURCESTOTHEEXTENTPOSSIBLEIFEXISTINGPRODUCTCONFIGURATION/PROPOSITIONBECOMESOBSOLETE,THEBRANDHASTOMOVETOHIGHEROREXPECTEDLEVE
31、LSOFPERFORMANCE/BENEFITSTOSUSTAINITSELFINDYNAMICMARKETSCOMPANIESNEEDTOPOSITIONTHEIRBRANDSINTHEMINDSOFCONSUMERSTOACHIEVEDESIREDGOALSOFTHEIRCOMMUNICATIONSTRATEGY,COMPANIESHAVETOBREAKTHECLUTTERBYEVOLVINGINNOVATIVEWAYSTOATTRACTTHEATTENTIONOFTHETARGETAUDIENCEALONGSIDETHETRADITIONALMEDIACHANNELSLIKENEWSPA
32、PERS,MAGAZINES,TELEVISION,HOARDINGS,PUBLICRELATIONS,ETC,NEWMEDIAVEHICLESSUCHASINTERNET,OUTDOORCOMMUNICATIONS,SPONSORINGEVENTS,ETCOFFEROPPORTUNITIESFORCONSUMERINVOLVEMENTSUCHINNOVATIVEAPPROACHESCANENABLEMANAGERSTOMINIMIZETHEIMPACTOFCOMPETITIONONTHEIRBRANDSINTEGRATEDBRANDCOMMUNICATIONSANDCREATIVEREPET
33、ITIONTHROUGHVARIOUSTYPESOFMEDIAISAKEYTOSUCCESSINBRANDCOMMUNICATIONSUSEOFEMOTIONSINADVERTISINGAPPEALSTOTHEHEARTSANDMINDSOFTHECONSUMERSABRANDIMAGESHOULDBECREATEDTOESTABLISHANEMOTIONALRELATIONSHIPWITHTHETARGETAUDIENCETHEBRANDMANAGERSNEEDTOCONTINUOUSLYTRACKTHEIRBRANDSAGAINSTTHEEFFECTOFCOMPETITIONANDTOTR
34、ACKTHEPROGRESSASTOHOWTHEIRBRANDSAREDOINGINTHEMARKETPLACEMONITORINGTHEPROGRESSOFBRANDSINTERMSOFPURCHASING,CONSUMPTION,BRANDRECOGNITION,BRANDRECALL,ADVERTISINGAWARENESS,ETCHELPSTHEMANAGERSTOADJUSTTHEIRSTRATEGIESOFMARKETINGTOACHIEVETHEDESIREDPERFORMANCEOFTHEIRBRANDSTHISPERFORMANCEAUDITCANALSOENABLETHEC
35、OMPANYTOMEASUREITSBRANDSTRENGTHVISVISCOMPETINGBRANDSTHEBRANDLOYALTYCANREDUCETHEVULNERABILITYOFTHECUSTOMERBASETOCOMPETITIVEACTIONANDCANDIRECTLYTRANSLATEINTOFUTURESALESANDPROFITSBRANDSTHATHAVEESTABLISHEDDESIREDBRANDEQUITYINTHEMARKETPLACECANHAVEPOTENTIALTOLEVERAGEITSEQUITYTHROUGHLINEEXTENSION,BRANDEXTE
36、NSION,INGREDIENTBRANDING,COBRANDING,BRANDALLIANCES,AND/ORSOCIALGOODWILLTHESEAPPROACHESENABLETHECOMPANIESTOLEVERAGETHEPARENTBRANDASSOCIATIONSTONEWCATEGORIESOFPRODUCTSANDCHARTANEWGROWTHPATHFORTHEIRBRANDSCONCLUSIONPAPERDISCUSSESTHEPCDLMODELFORBUILDINGBRANDSBASEDONTHELITERATUREREVIEWANDCASESTUDIESCONSIS
37、TENCYOFINTEGRATEDCOMMUNICATIONSANDMESSAGEALONGTHEBRANDIDENTITYDIMENSIONSTARGETEDTOWARDSCUSTOMERSISCRITICALTOTHESUCCESSOFBRANDBUILDINGEFFORTSBYDELIVERINGACONSISTENT,SELFREINFORCINGBRANDIMAGECOMPANIESNEEDTOENSURETHATTHEBRANDREMAINSSTRONGEVENDURINGDIFFICULTTIMESANDOFFERSVALUETHATISCONSISTENTWITHTHEBRAN
38、DPROMISETHEFOURSTAGESSUGGESTEDINPCDLMODELNAMELY,POSITIONINGTHEBRAND,COMMUNICATINGTHEBRANDMESSAGE,DELIVERINGTHEBRANDPERFORMANCE,ANDLEVERAGINGTHEBRANDEQUITYCANENABLECOMPANIESTOBUILDSTRONGBRANDS出处BHIMRAOMGHODESWAR,2008“BUILDINGBRANDIDENTITYINCOMPETITIVEMARKETSACONCEPTUALMODEL”,JOURNALOFPRODUCTBRANDMANA
39、GEMENTVOLUME17LSS1,PP412二、翻译文章标题在竞争市场中建立品牌的概念模型译文导言树立一个品牌驱动的文化是一个终身的承诺,一种心态和生活的方式,需要时间、规划和坚持不懈的精神,生产顾客满意,其中包括更大的无形产出,降低价格敏感度,减少客户流失,一个更大份额的客户,非常可观的一笔收入,较高的比例的重复业务(纳普,2000年)。客户价值与品牌的关系,与他们的品牌财产代理商和制度上拥有及管理品牌(亚历山大等。,2002)。该品牌标识需要把重点放在分化点,提供可持续的竞争优势。品牌识别是基于商业环境的透彻了解公司的客户和竞争对手。品牌标识需要反映的经营策略和公司的投资意愿在品牌的计
40、划需要履行其对客户的承诺。强大的品牌享受客户忠诚度,潜在收取高价,可观的品牌魅力,支持新产品和服务推出。企业需要有全面了解客户和竞争对手行为产品或服务的信念。本文介提出一种形式的概念框架在PCDL模型的基础上,对品牌建设的案例研究文献资料法、十分突出的印度品牌。概念中的管理理念强调解释了文件的讨论部分研究。树立品牌形象品牌识别是一个独特的品牌联想,这意味着对客户的承诺,并包括一个核心和扩展的身份。核心身份是中心,品牌永恒不变的本质,剩下的品牌移动到新的市场和新产品。核心身份广泛重视产品的属性,服务,用户配置文件,存储的氛围和产品性能。扩展的身份是围绕品牌和完整性编织纹理识别元素组织成有意义的群
41、体凝聚力和提供的品牌,并着重研究了品牌个性、关系和醒目的标志协会。随着时间的推移,品牌标识需要与客户产生共鸣,该组织能够而且要做到有效区别于竞争对手的品牌。追求卓越,品牌形象必须良好的规划、滋养、支持(纳普,2000年)。成功的关键因素之一品牌建设就是要了解如何建立一个品牌形象要知道什么品牌代表,并有效地表达该标识(阿克,1996年)。当品牌面临激烈的竞争市场,品牌的个性和信誉帮助它区别于竞争产品。这可能导致在获得客户忠诚度并实现增长。强大的品牌定位,是充分理解和客户的信任,这反过来帮助自己的品牌与竞争品牌的区分。公司需要建立一个清晰一贯的品牌身份有关的品牌特征交流方式,能够容易地理解客户的要
42、求。品牌定位定位关系创造感知客户品牌的心灵,达到分化程度,它代表除了竞争对手的品牌和产品,符合消费者的需要和期望。品牌营销的主要目标应该是建立预期目标消费知觉的思想。根据时间(2000年),品牌应该把重点放在增加心理价值的产品,服务和福利的形式在公司无形资产人们与品牌的情绪性联想、信念、价值观和感情。通过战略性目标定位,公司可以建立一个强大的身份或个性的品牌。赋予能力的重要来源创造价值。该值必须承诺对相关的人或企业希望拥有一间公司作为其客户(沃德等人,1999)。一个成功的品牌目标是开发高品质的关系,让客户觉得有归属感和承担,甚至为他们的热情。顾客的情感需求是品牌偏好的结果。比较竞争对手的产品
43、,很大区别在品牌客户心灵上的情绪性联想。使品牌资产的过程转化成关系功能的资产。传达品牌信息一个品牌需要一个视野开拓被视为它的目标的观众。品牌定位有助于取得优先重点的品牌标识和由此产生的沟通主题,使该公司提出通信品牌目标,如消息类型,吸引目标客户。品牌广告创造性地执行,助打破杂波和强烈冲击目标市场。公司品牌建设面临的挑战是必须要记住改变观念,加强态度,并建立深厚的客户关系。从客户到公司,产品或服务有区别的建立一个感性与理性的桥梁(纳普,2000年)。建立品牌资产使用中的无形的因素包括“用户意象”,“用法意象”,客户类型的个性品牌塑造,旨在与客户建立品牌的感觉(凯勒,2000)。品牌传播的主要渠道
44、,包括直销、促销、赞助、代言、公关以及互联网和完整的品牌通讯。通过在不同媒体重复的主题创造成功的品牌。使用情感诉求广告与客户保持合作关系。一个品牌是物质产品和图像概念结合的品牌(PARAMESWARAN,2001年)。品牌意识是一个潜在的买家能够承认或不记得,一个品牌是一类成员的某种产品。产品之间有联系(阿克,1991)。图像是一个产品的观念。老品牌服务结合自己的过去和消费者,分享这些品牌(布朗等人,2003)。个人及社会怀旧是密切交织在一起,这不仅引起过去,而且引起以前的自我。好的广告诞生源于新的消费趋势、新竞争,或新技术突破(PARAMESWARAN,2001年)。据阿普肖(1995),品
45、牌识别的关键在于消费者个人,他们的生活环境,并从品牌本身发出信号。一个品牌的消息是通过每个消费者在生活中不断过滤得到的。最成功的品牌与竞争对手保持同等竞争,而在同一时间实现优势分差(凯勒,2000年)。有必要制定和实施长期全面交际策略展示品牌价值的客户群。消息应符合品牌价值,品牌个性与其他品牌的身份。强大的品牌有助于公司定位并扩大其品牌,并对购买流程的客户有较大的影响。凭借品牌权益凯勒2003定义作为连接过程的品牌,一些其他实体创造出了一套新的协会品牌的实体以及影响现有的品牌联想。公司采用不同的策略,即通过发挥品牌延伸、品牌延伸线、配方品牌等。在原料品牌,关键属性的一个品牌的,被纳入为另一个品
46、牌在市场上越来越受欢迎。增强了品牌的成分主品牌更具体的分化所刻画的主持人品牌的竞争成分属性(KELLER,2002)。这样的结果建立在企业品牌数量,因为他们通过他们的链接产品、服务或营销活动。在品牌延伸,对母品牌的经验似乎差别很大影响长期重复采购的延伸范围跨越中,知觉相似性的病例。如果品牌延伸失败,它可能会损害品牌效应,通过产生负倒数品牌权益的母公司。此外,他们指出,母品牌的经验,影响扩展,但不重复购买。广告的品牌延伸产生显著影响,互惠溢出的选择良好品牌。广告溢出效应影响品牌两个或两个以上的产品,要分别做广告。讨论建议的PCDL模型可以作为指引,管理者和行政人员在其目标市场建立自己的品牌身份。
47、由于竞争变得更加激烈,管理者面对挑战调整其品牌来改变他们的顾客期望。不同的方案提供给管理人员,他们的客户定位,品牌的属性,恰好帮助在他们的头脑中建立品牌优势。这样的属性定位或效益定位可以使企业尽可能利用现有资源。如果现有产品配置、命题变得过时了,这个品牌已经转移到自己在充满活力的市场预期水平较高或性能维持、利益。企业需要消费者心目中品牌定位的研究。为了达到预期的目标,企业必须打破观众杂波通过进化创新的方式来吸引目标的注意力。除了传统媒体渠道,如车辆,报纸,杂志,电视,围板,公共关系等新媒体,例如互联网,户外通信,赞助活动,为消费者提供了机会参与等。这种创新方式可以使管理者的影响降低到最小竞争的
48、品牌上。整合品牌传播和媒体创意,通过各种重复通信是一个成功的品牌研究关键。在广告中使用情感诉求。一个品牌的形象应该与目标受众建立一种情感关系。品牌经理需要持续追踪其品牌的影响对竞争和跟踪进度如何做自己的品牌在市场上交易。监测意识的发展历程中的品牌广告方面的采购,消费,品牌知名度,品牌回想,管理人员等帮助他们调整营销战略,以实现自己的品牌所需的性能。这种绩效审计还可以使公司能够衡量其品牌实力面对面竞争的品牌。该品牌的忠诚度,可以减少操作漏洞的客户基础,竞争力和能直接转化为未来的销售和利润。市场品牌,建立品牌资产的预期有可能利用其权益的社会信誉,通过线延伸,品牌延伸,配料品牌,品牌联合,品牌联盟。
49、这些方法使公司能够充分利用母品牌,以新的产品类别,为他们开辟一条新的品牌成长之路。结论PCDL模型,基于文献分析及案例研究探讨了建立品牌。客户对综合通信的一致性和信息沿着目标品牌形象是至关重要的,通过一致努力,自我强化品牌形象。公司需要确保品牌保持强劲,即使在困难时期,提供价值品牌是一致的。建议的四个阶段,即在PCDL模型,定位品牌,传达品牌信息,提供品牌的性能,并利用品牌资产可以使公司打造强势品牌。出处BHIMRAOMGHODESWAR,2008“BUILDINGBRANDIDENTITYINCOMPETITIVEMARKETSACONCEPTUALMODEL”,JOURNALOFPRODUCTBRANDMANAGEMENTVOLUME17LSS1,PP412