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1、外文翻译原文StrategicBrandManagement:Building,Measuring,andManagingBrandEquityMaterialSource:Publisher:PrenticeHall,2edition(September3,2002)Author:KevinLaneKellerⅠ.DesigningaBrandingStrategyEvenwithinanyonefirm,differentbrandingstrategiesmaybeadoptedfordifferentproducts.Forexample,althoughMil
2、lerhasuseditsnameacrossitsdifferenttypesofbeerovertheyearswithvarioussub-brands(e.g.,MillerHighLife,MillerLite,andMillerGenuineDraft),itcarefullybrandeditsno-alcoholbeersubstituteasSharp'swithnoovertMilleridentification.Similarly,althoughToyotaadoptedabrandingstrategythatuseditscorporate
3、namecombinedwithindividualbrandnamesandmodifiersformostofitscarsandtrucks,itchosetobranditstop-of-the-linecarsasLexus,deliberatelyavoidingusingtheToyotaname.Thus,itisimportanttonotethatthebrandhierarchymaynotbesymmetric.Becauseofconsiderationsrelatedtocorporateobjectives,consumerbehavio
4、r,orcompetitiveactivity,theremaysometimesbesignificantdeviationsinbrandingstrategyandhowthebrandhierarchyiforganizedfordifferentproductsorfordifferentmarkets.Therefore,thechallengeinsettingupthebrandhierarchyandarrivingatabrandingstrategyisto:1.Designtheproperbrandhierarchyintermsofthe
5、numberandnatureofbrandelementstoUseateachlevel.2.Designtheoptimalsupportingmarketingprogramintermsofcreatingthedesiredamountofbrandawarenessandtypeofbrandassociationsateachlevel.Ⅱ.DesigningTheBrandHierarchyDesigningabrandhierarchyinvolvesdecisionsrelatedto:1.Thenumberoflevelsofthehierarc
6、hytouseingeneral2.Howbrandelementsfromdifferentlevelsofthehierarchyarecombined,ifatall,foranyoneparticularproduct3.Howanyonebrandelementislinked,ifatall,tomultipleproductWeconsiderissuesrelatedtothesethreemaindecisionsinturnandalsosuggestwaystosimplifyandorganizethehierarchyanddesignatep
7、roducts.Thefirstdecisiontomakeindefiningabrandingstrategyis,broadly,whichleveloflevelsofthebrandinghierarchyshouldbeused.Ingeneral,mostfirmschoosetousemorethanonelevelfortwomainreasons.Eachsuccessivebrandinglevelusedallowsthefirmtocommunicateadditional,specificinformatio