管理品牌资产[外文翻译]

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1、标题：ManagingBrandEquityLEVERAGINGANDMEASURINGBRANDEQUITY原文：4.1LeveragingbrandequityTherearethreewaystoleveragebrandequity:firstlybuildingit,secondlyborrowingit,orthirdlybuyingit.Increasingly,”building”brandequityisnoteasy–giventheproliferationofbrandsandthei

2、ntensecompetitionthatisprevalentinmanyindustries.Withinagivenindustry,theretypicallyexistmanyhighqualityproductsandhighlevelsofadvertising,makingitdifficulttointroducesuperiorqualitybrandandshapeperceptionsthroughadvertising.Thus,thealternativetobuildingbra

3、ndequityisbyborrowingorbuyingit.(Farquhar1990,RC10–RC11)4.1.1BuildingbrandequityBrandequityisbuiltfirstly,bycreatingpositivebrandevaluationswithaqualityproduct,secondly,byfosteringaccessiblebrandattitudestohavethemostimpactonconsumerpurchasebehaviour,andthi

4、rdly,bydevelopingaconsistentbrandimagetoformarelationshipwiththeconsumer.(Farquhar1990,RC8–RC10)Ofthesethreeelements,positivebrandevaluationmaybeconsideredthemostimportant,anditisbasedonaqualityproductthatdeliverssuperiorperformance.Thefirstelementinbuildin

5、gastrongbrandisapositivebrandevaluation.Qualityisthecornerstoneofastrongbrand.Afirmmusthaveaqualityproductthatdeliverssuperiorperformancetotheconsumerinordertoachieveapositiveevaluationofthebrandintheconsumer’smemory.Threetypesofevaluationscanbestoredinacon

6、sumer’smemory:1)affectiveresponses,2)cognitiveevaluationsand3)behaviouralintentions.Affectiveresponsesinvolveemotionsorfeelingstowardthebrand(e.g.,thebrandmakesmefeelgoodaboutmyself,thebrandisafamiliarfriendorthebrandsymbolisesstatus,affiliationoruniqueness

7、).Cognitiveevaluationsareinferencesmadefrombeliefsaboutthebrand(e.g.,thebrandlowerstheriskofsomethingbad).Behaviouralintentionsaredevelopedfromhabitsorheuristicinteresttowardthebrand(e.g.,thebrandistheonlyonemyfamilyusesorthebrandisonsalethisweek).Effortsto

8、createpositivebrandevaluationsareusuallyaimedatoneofthesetypes.(Farquhar1990,RC8–RC9)Thesecondelementinbuildingastrongbrandisattitudeaccessibility.Itreferstohowquicklyanindividualcanretrievesomethingst