管理品牌資產(chǎn)[外文翻譯]

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1、標(biāo)題：ManagingBrandEquityLEVERAGINGANDMEASURINGBRANDEQUITY原文：4.1LeveragingbrandequityTherearethreewaystoleveragebrandequity:firstlybuildingit,secondlyborrowingit,orthirdlybuyingit.Increasingly,”building”brandequityisnoteasy–giventheproliferationofbrandsandtheinten

2、secompetitionthatisprevalentinmanyindustries.Withinagivenindustry,theretypicallyexistmanyhighqualityproductsandhighlevelsofadvertising,makingitdifficulttointroducesuperiorqualitybrandandshapeperceptionsthroughadvertising.Thus,thealternativetobuildingbrandequity

3、isbyborrowingorbuyingit.(Farquhar1990,RC10–RC11)4.1.1BuildingbrandequityBrandequityisbuiltfirstly,bycreatingpositivebrandevaluationswithaqualityproduct,secondly,byfosteringaccessiblebrandattitudestohavethemostimpactonconsumerpurchasebehaviour,andthirdly,bydevel

4、opingaconsistentbrandimagetoformarelationshipwiththeconsumer.(Farquhar1990,RC8–RC10)Ofthesethreeelements,positivebrandevaluationmaybeconsideredthemostimportant,anditisbasedonaqualityproductthatdeliverssuperiorperformance.Thefirstelementinbuildingastrongbrandisa

5、positivebrandevaluation.Qualityisthecornerstoneofastrongbrand.Afirmmusthaveaqualityproductthatdeliverssuperiorperformancetotheconsumerinordertoachieveapositiveevaluationofthebrandintheconsumer’smemory.Threetypesofevaluationscanbestoredinaconsumer’smemory:1)affe

6、ctiveresponses,2)cognitiveevaluationsand3)behaviouralintentions.Affectiveresponsesinvolveemotionsorfeelingstowardthebrand(e.g.,thebrandmakesmefeelgoodaboutmyself,thebrandisafamiliarfriendorthebrandsymbolisesstatus,affiliationoruniqueness).Cognitiveevaluationsar

7、einferencesmadefrombeliefsaboutthebrand(e.g.,thebrandlowerstheriskofsomethingbad).Behaviouralintentionsaredevelopedfromhabitsorheuristicinteresttowardthebrand(e.g.,thebrandistheonlyonemyfamilyusesorthebrandisonsalethisweek).Effortstocreatepositivebrandevaluatio

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