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1、扌示題：Theroadofbrandconstruction原文：BrandbuildingBrandEquityThereisnouniformdefinitionofbrandequitytillnow.Thereareseveraldifferentmodelsofbrandequity.Keller(1993)wroteanarticleaboutbrandequityonJM,andmadecommentarystudyontheconceptofbrandequity?Farquhar(1990)definedbrandequity
2、astheadded-valueoradded-benefitthatbroughtbyabrandtotheproduct,whichexceedstheusevalueoftheproduct.D.Aaker(1991)believedthatbrandequitybelongstoaseriesofassetsordebtsincludingbrand,name,logoandsymbol,whichcouldincreaseordecreasethevaluesofcorrespondingproductorservicetotheco
3、mpanyandcustomers.Keller(1993and1998)definedbrandequityfromthecustomers9perspective,andbelievedthatthenatureofbrandequityiscustomers^differentresponsetowardbrandmarketingbasedontheirexistingbrandknowledge.Althoughscholarsdefinedbrandequityfromdifferentperspectivesandwithdiff
4、erentfocuses,theydidn'tescapethescaleofthefollowingperspectives:brandequitybasedoncustomers,brandequitybasedonthemarketeffects,andbrandequitybasedontheoutputofthefinancialmarket.In1993,KellerdevelopedtheCBBEmodel,whichbecamethebiggestmilestoneofbrandequitystudy.Brandequityst
5、udybasedoncustomershasbecomethemainstreamtrend.Inaddition,brandrecognitionandbrandassociationarethetwoelementsthatimpact"BrandEquity"themost...BrandawarenessBrandawarenessreferstothetwo?wayassociationstrengthbetweenthebrandelementsandproductcategoriesincustomers'memoryandinf
6、ormationofpurchasingdecisions?Thissubjectcanbedescribedfromtheperspectiveofitsdepthanditsbreadth?Brandawarenessdepthmeansthepossibilityandeasinessofabrandtoappearinthecustomers5memory,whichisrelatedtothepossibilityofabrandtoberememberedandrecognized;brandawarenessbreadthmean
7、snumberwhichwillremindthecustomersofaspecificpurchasingorusingsceneofabrand,whichisrelatedtopurchasingandconsumingsituationofthebrandtheyremember.Brandawarenesscontributestobrandequityinmultipleways:firstofall,brandawarenessisthebasisofbrandassociation;secondly,brandawarenes
8、swillaffectconsumers5attitudetowardbran;inaddition,brandawarenesswillinflue
