管理品牌资产[外文翻译].doc

标题:Managing Brand Equity
LEVERAGING AND MEASURING BRAND EQUITY
原文:
Leveraging brand equity
There are three ways to leverage brand equity: firstly building it, secondly borrowing it, or thirdly buying it. Increasingly, ”building” brand equity is not easy – given the proliferation of brands and the petition that is prevalent in many industries. Within a given industry, there typically exist many high quality products and high levels of advertising, making it difficult to introduce superior quality brand and shape perceptions through advertising. Thus, the alternative to building brand equity is by borrowing or buying it. (Farquhar 1990, RC10–RC11)
Building brand equity
Brand equity is built firstly, by creating positive brand evaluations with a quality product, secondly, by fostering accessible brand attitudes to have the most impact on consumer purchase behaviour, and thirdly, by developing a consistent brand image to form a relationship with the consumer. (Farquhar 1990, RC8–RC10) Of these three elements, positive brand evaluation may be considered the most important, and it is based on a quality product that delivers superior performance.
The first element in building a strong brand is a positive brand evaluation. Quality is the cornerstone of a strong brand. A firm must have a quality product that delivers superior performance to the consumer in order to achieve a positive evaluation of the brand in the consumer’s memory.
Three types of evaluations can be stored in a consumer’s memory: 1) affective responses, 2) cognitive evaluations and 3) behavioural intentions. Affective responses involve emotions or feelings toward the brand (., the brand makes me feel good about myself, the brand is a familiar friend or the brand symbolises status, affiliation or uniqueness). Cognitive evaluations are inferences made from beliefs about the brand (., the brand lowers the risk of something bad). Behavioural intentions are developed from habits or heu