1、 外文翻译 原文 Strategic Brand Management： Building, Measuring, and Managing Brand Equity Material Source: Publisher: Prentice Hall, 2 edition (September 3, 2002) Author: Kevin Lane Keller . Designing a Branding Strategy Even within any one firm, different branding strategies may be adopted for different
2、products. For example, although Miller has used its name across its different types of beer over the years with various sub-brands (e.g.,Miller High Life, Miller Lite, and Miller Genuine Draft), it carefully branded its no-alcohol beer substitute as Sharps with no overt Miller identification. Simila
3、rly, although Toyota adopted a branding strategy that used its corporate name combined with individual brand names and modifiers for most of its cars and trucks, it chose to brand its top-of-the-line cars as Lexus, deliberately avoiding using the Toyota name. Thus, it is important to note that the b
4、rand hierarchy may not be symmetric. Be-cause of considerations related to corporate objectives, consumer behavior, or co m petitive activity, there may sometimes be significant deviations in branding strategy and how the brand hierarchy if organized for different products or for different mar-kets.
5、 Therefore, the challenge in setting up the brand hierarchy and arriving at a branding strategy is to: 1. Design the proper brand hierarchy in terms of the number and nature of brand elements to Use at each level. 2. Design the optimal supporting marketing program in terms of creating the desired am
6、ount of brand awareness and type of brand associations at each level. . Designing The Brand Hierarchy Designing a brand hierarchy involves decisions related to: 1. The number of levels of the hierarchy to use in general 2. How brand elements from different levels of the hierarchy are combined, if at
7、 all, for any one particular product 3. How any one brand element is linked, if at all, to multiple product We consider issues related to these three main decisions in turn and also suggest ways to simplify and organize the hierarchy and designate products. The first decision to make in defining a b
8、randing strategy is, broadly, which level of levels of the branding hierarchy should be used. In general, most firms choose to use more than one level for two main reasons. Each successive branding level used allows the firm to communicate additional, specific information about its products. Thus, d
9、eveloping brands at lower levels of the hierarchy allows the firm flexibility in communicating the uniqueness about its products. At the same time, developing I brands at higher levels of the hierarchy such that the brand is applied across multiple I products is obviously an economical means of comm
10、unicating common or shared in-formation and providing synergy across the companys operations, both internally and externally. The practice of combining an existing brand with a new brand to brand a prod-uct is called sub-branding, as the subordinate brand is a means of modifying the super-ordinate b
11、rand. Sub-branding often combines the company or family brand name with individual brands and even model types. Extending our earlier example, ThinkPad can be seen as a sub-brand to the IBM name with 760 as a second-level sub-brand to further modify the meaning of the product As suggested above, a s
12、ub-brand, or hybrid branding, strategy offers two potential benefits in that it can both 1. Facilitate access to associations and attitudes to the company or family brand as a whole and, at the same time 2. Allow for the creation of specific brand beliefs. At the same time, developing sub-brands all
13、ows for the creation of brand-specific beliefs. This more detailed information can help customers better understand how products vary and which particular product may be the right one for them. Sub-brands also help to organize selling efforts so that salespeople and retailers have a dear picture as
14、to how the product line is organized and how it might best be sold. For example, one of the main advantages to Nike of continually creating sub-brands in its basketball line (e.g., Air Jordan, Air Flight, Air Force) has been to generate retail interest and enthusiasm. In general, the desired number
15、of levels of the brand hierarchy depends on the complexity of the product line or product mix associated with a brand and thus the combination of shared and separate brand associations that the company would like to link to any one product in its product line or mix. With relatively simple, low in-v
16、olvement products, such as light bulbs, batteries, and chewing gum, the branding strategy often consists of an individual or perhaps family brand combined with modifiers that describe differences in product features. For example, with a fairly simple product such as batteries, Eveready has two main
17、brands (Energizer and Classic “9 Lives“) combined with a voltage designation (AAA, AA, C, D, etc.). With a complex sot of products such as cars, computers, or other durable goods more levels of the hierarchy are necessary. Regardless of the complexity involved, it is difficult to brand a product wit
18、h more than three levels of brand names without overwhelming or confusing consumers. In such cases, a better approach might be to introduce multiple brands at the same level (e.g., multiple family brands) and expand the depth of the brand portfolio. . Combining Brand Elements from Different Levels I
19、f multiple brand elements from different levels of the brand hierarchy are combined to brand new products, it is necessary to decide how much emphasis should be given to each brand element For example, if a sub-brand strategy is adopted, how much prominence should individual brands be given at the e
20、xpense of the corporate or family brand? When multiple brands are used, each brand element can vary in the relative emphasis it receives in the combined brand. The prominence of a brand element refers to its relative visibility as compared to other brand elements. For example, the prominence of a br
21、and name element depends on several factors, such as its order, size, and appearance, as well as its semantic associations. A brand name should generally be more prominent when it appears first, is larger, and looks more distinctive. For example, assume Pepsi has adopted a sub-branding strategy to i
22、ntroduce a new vitamin-fortified cola, combining its corporate family brand name with a new individual brand name (e.g., “Vftacola“). The Pepsi name could be made more prominent by placing it first and making it bigger PEPSI Vitacola. On the other hand, the individual I brand could be made more prom
23、inent by placing it first and making it bigger Vitacola BY PEPSI Along these lines. Gray and Smeltzer define corporate/product relationships as the approach a firm follows in communicating the relationship of its products to one another and to the corporate entity. They identify five possible catego
24、ries (with illus-trative examples)。 1. Single entity. One product line or set of services are offered such that the image of the company and the product tend to be one and the same (e.g.,Federal Express). 2. Brand-dominance. The strategic decision is made not to relate brand and corporate names (e.g
25、., Philip Morris makes little connection to Marlboro, Merit, and other cigarettes). 3. Equal dominance. Separate images are maintained for products but each is also associated with the corporation. Neither the corporate nor the individual brand names dominate (e.g., at the company level. General Mot
26、ors with its different car divisions and individual brands Buick LeSabre, Buick Electra. Buick Riviera, etc.). 4. Mixed dominance. Sometimes the individual product brands are dominant and sometimes the corporate name is dominant, and in some cases, they are used together with equal emphasis (e.g., t
27、he German firm Bosch uses its corporate name on some of the products it manufactures but not on others, such as Blaupunkt radios). 5. Corporate dominance. Corporate name is supreme and applied across a range of product lines, and communications tend to reinforce the corporate image (e.g., Xerox). Th
28、e relative prominence of the brand elements determines which element(s) be-comes the primary one(s) and which element(s) becomes the secondary one(s). In general, primary brand elements should be chosen to convey the main product posi-tioning and points of difference. Secondary brand elements are of
29、ten chosen in more of a supporting role to convey a more restricted set of associations such as points of parity or perhaps an additional point of difference. A secondary brand element may also facilitate awareness. Thus, with the Canon Rebel 35mm camera, the primary brand element is the Rebel name,
30、 which reinforces the youthful, active lifestyle that makes up the desired user and usage imagery for the camera. The Canon name, on the other hand, is more of a secondary brand element that ideally would convey credibility, quality, and professionalism. The relative prominence of the individual bra
31、nd compared to the corporate brand should affect perceptions of product distance and the type of image created for the new product If the corporate or family brand is made more prominent, then its associations are more likely to dominate. If the individual brand is made more prominent, on the other
32、hand, then it should be easier to create a more distinctive brand image. In this case, the corporate or family brand is signaling to consumers that the new product is not as closely related to its other products that share that name. As a result, consumers should be less likely to transfer corporate
33、 or family brand associations. At the same time, the success or failure of the new product should, because of the greater perceived distance involved, be less likely to affect the image of the corporate or family brand. With a more prominent corporate or family brand, however, feedback effects are p
34、robably more likely to be evident. Chapter 12 discusses these issues in more detail. To illustrate how relative prominence can affect the resulting image of a product, in the Pepsi Vitacola example above, assume that Pepsi was the more prominent brand element as compared to Vitacola. By making the c
35、orporate and family brand prominent, the new product would take on many of the associations that would be in common with other Pepsi-branded products (e.g., cola). If the Vitacola brand were more prominent, however, then the new product would most likely take on a much more distinct positioning. In
36、this case, the Pepsi name would function more for awareness and perhaps only transfer broader, more abstract associations such as perceived quality or brand personality. Finally, in some cases, the brand elements may not be explicitly linked at all A brand endorsement strategy is when a brand elemen
37、t appears on the package, signage, or product appearance in some way but is not directly included as part of the brand name. Often this distinct brand element is the corporate brand name or loco. For example, General Milk places its “Big G“ logo on its cereal packages but retains distinct brand name
38、s such as Cheerios and Wheaties. As noted above, Kelloggs, on the other hand, adopts a sub-brand strategy with its cereals that combines the corporate name with individual brands Kelloggs Corn Flakes and Kelloggs Special K. The brand endorsement strategy presumably establishes the maximum distance b
39、etween the corporate or family brand and the individual brands, suggesting that it would yield the smallest transfer of brand associations to the new product but, at the same time, minimize the likelihood of any negative feedback effects. . Linking Brand Elements to Multiple Products There are many
40、different ways to connect a brand element to multiple products. The simplest way is literally to use the brand element “as is“ across the different products involved. Other possibilities exist by adapting the brand, or some part of it, in some fashion to make the connection. For example, a common pr
41、efix or suffix of a brand name may be adapted to different products Hewlett-Packard capitalized on its highly successful LaserJet computer printers to introduce a number of new products using the “Jet“ suffix-the DeskJet, PaintJet, thinkJet, and OfficeJet printers. Sony has designated its portable a
42、udio equipment with a “Man“ suffix Walkman personal stereos and Discman portable CD players. McDonalds has used its “Mc“ prefix to introduce a number of products Chicken McNuggets, Egg McMuffin and the McRib sandwich. Initials can sometimes be used if multiple names make up the brand name, as with a
43、 designer name such as Donna Karans DKNY brand, Calvin Kleins CK brand, and Ralph Laurens Double RL brand. A relationship between a brand and multiple products can also be made with common symbols. For example, corporate brands often place their corporate logo more prominently on their products than
44、 their name (e.g., Nabisco), creating a strong brand endorsement strategy. Nestle ran an advertising campaign in 1993 that at-tempted to create greater awareness and understanding of its corporate brand. The ads contained the slogan “makes the very best “ a subtle variation of their well-known “Slak
45、es the very best chocolate slogan and prominently displayed a logo of a nest with a mother and two baby birds. Although the founders name. Nestle, in fact means little nest, their hope using the symbol was to communicate more abstract associations of warmth, family and shelter. 译文 战略 品牌 管理 创建、评估和管理品
46、牌资产 资料来源 : Prentice Hall 2002 年 9 月 3 日出版 作者 ： 凯文 莱恩 凯勒 一、 设计品牌战略 设计品牌方法有很多种，不同公司可能采取不同的战略。即使在同一公司内部，不同的产品也可能采用不同的品牌战略。例如 ,丰田的品牌战略是用其企业名称加上单个品牌名称和品牌项目或型号作为它的大多数轿车的和卡车的品牌 ,但对于产品 线顶端的轿车凌志 ,它还是有意避免使用丰田的名称 ,只选用凌志作为其品牌 (现在又将凌志作为高端品牌更名为雷克萨斯 )。 由此可见 ,品牌等级有可能是不对称的 ,认识到这一点很重要 .由于考虑到企业的目标 消费者行为或竞争活动等因素 ,针对不同产
47、品或不同市场所采用的品牌战略以及品牌等级的组织方式 ,有时可能有很大的差异。 在建立品牌等级、确定品牌战略时，所面临的挑战是： 1.合理设计品牌等级，为每一层次确定恰当的品牌要素数目和性质； 2.设计最优辅助营销计划，为每一层创造理想的品牌观念和理想的品牌联想。 二、 设计品牌等级 设计一个品牌等级，需要做出以下决策： 1.等级通常所包含的层次数目； 2.对任一产品，来自等级不同层次的品牌要素是如何进行组合的； 3.任一品牌要素是如何与多个产品相联系的。 我们将对这三个问题逐一进行讨论，并给出一些等级简化、等级组织以及产品指定的方法。 一般来说，在定义一个品牌战略时的首要决策，是品牌等级应该使
48、用哪个或哪些层次。通常，多数公司选择使用多层次品牌，这是因为：每使用一个连续的品牌层次，都可以使公司传递出更多的、更具体的产品信息，因此，发展等级中较低层次的品牌，能使公司在传递产品独特信息时更具有灵活性。而发展等级中较高层次的品牌，则可使得品牌跨越多个产品使用，这无疑是一个在公司内外传递产品共有信息、协调公司运作的经济手段。 将现有品牌与一个新品牌相结合，从而为产品冠牌的方法，叫做副品牌法。例如： ThinkPad 就是 IBM 品牌的一个副品牌，副品牌战 略有两方面的好处： 可以在同一时间，从整体上对公司或家族品牌的联想和态度加以利用；可以创造具体的品牌信念。因此，使用 IBM 品牌名称，
49、可以对全球范围内消费者关于该公司的联想（如可靠，值得信赖和高品质等）加以利用。使 IBM 在同一时间内得以发展不同的品牌形象。 同时发展副品牌还可以具体创造品牌信念。副品牌所提供的更加详细的信息 ,能够帮助消费者更好地理解产品差别 ,确定哪一种产品真正适合他们 .副品牌还有助于销售力量的组织。帮助销售人员和零售商明确产品线的组织方式及最佳销售方法。例如 ,耐克持续不断地在篮球产品线 (如飞人 乔丹、空中飞行、空军 )创造副品牌的主要好处之一，就是可以刺激零售商的兴趣和热情。 一般来说，品牌等级的理想层次取决于与品牌相关产品线或产品组合的复杂程度，以及由此产生的与其产品线或组合中任一产品相联系的共享及独立品牌联想的结合情况。对于相对较简单、参与度较低的产品，如灯泡、电池及口香糖，品牌战略往往包含一个单个或家族品牌，再结合一个描述产品特性差异的品牌修饰。对于复杂产品策略，如轿车、计算机或其他耐用品，就需要更多层次的品牌等级。但不管怎样，如果使用三个层次以上的品牌名称为某个产品冠名，那么无论其复杂程度如 何，都会把消费者搞糊涂。在这种情况下，比较好的解决办法是在同一层次引入多个品牌，并增加品牌组合的深度。 三、 不同层次品牌要素组合 要想将不同
