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1、標(biāo)題：Theroadofbrandconstruction原文：BrandbuildingBrandEquityThereisnouniformdefinitionofbrandequitytillnow.Thereareseveraldifferentmodelsofbrandequity.Keller(1993)wroteanarticleaboutbrandequityonJM,andmadecommentarystudyontheconceptofbrandequity.Farquhar(1990)definedbrandequi
2、tyastheadded-valueoradded-benefitthatbroughtbyabrandtotheproduct,whichexceedstheusevalueoftheproduct.D．Aaker(1991)believedthatbrandequitybelongstoaseriesofassetsordebtsincludingbrand,name,logoandsymbol,whichcouldincreaseordecreasethevaluesofcorrespondingproductorserviceto
3、thecompanyandcustomers.Keller(1993and1998)definedbrandequityfromthecustomers’perspective,andbelievedthatthenatureofbrandequityiscustomers’differentresponsetowardbrandmarketingbasedontheirexistingbrandknowledge.Althoughscholarsdefinedbrandequityfromdifferentperspectivesand
4、withdifferentfocuses,theydidn’tescapethescaleofthefollowingperspectives:brandequitybasedoncustomers,brandequitybasedonthemarketeffects,andbrandequitybasedontheoutputofthefinancialmarket.In1993,KellerdevelopedtheCBBEmodel,whichbecamethebiggestmilestoneofbrandequitystudy.Br
5、andequitystudybasedoncustomershasbecomethemainstreamtrend.Inaddition,brandrecognitionandbrandassociationarethetwoelementsthatimpact“BrandEquity”themost...BrandawarenessBrandawarenessreferstothetwo-wayassociationstrengthbetweenthebrandelementsandproductcategoriesincustomer
6、s’memoryandinformationofpurchasingdecisions.Thissubjectcanbedescribedfromtheperspectiveofitsdepthanditsbreadth.Brandawarenessdepthmeansthepossibilityandeasinessofabrandtoappearinthecustomers’memory,whichisrelatedtothepossibilityofabrandtoberememberedandrecognized;brandawa
7、renessbreadthmeansnumberwhichwillremindthecustomersofaspecificpurchasingorusingsceneofabrand,whichisrelatedtopurchasingandconsumingsituationofthebrandtheyremember.Brandawarenesscontributestobrandequityinmultipleways:firstofall,brandawarenessisthebasisofbrandassociation;se
8、condly,brandawarenesswillaffectconsumers’attitudetowardbran;inaddition,brandawarenesswillinfluen
