戰(zhàn)略品牌管理——?jiǎng)?chuàng)建、評(píng)估和管理品牌資產(chǎn)【外文翻譯】

《戰(zhàn)略品牌管理——?jiǎng)?chuàng)建、評(píng)估和管理品牌資產(chǎn)【外文翻譯】》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在行業(yè)資料-天天文庫。

1、外文翻譯原文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