毕业论文外文翻译品牌和品牌化研究结果和今后的工作重点.doc

1、译文题目： 品牌和品牌化：研究结果和今后的工作重点原稿题目：Brands and Branding:Research Findings and Future Priorities原稿出处：Kevin Lane Keller,Donald R. Lehmann.J.Marketing Science.2006(6):740-759品牌和品牌化：研究结果和今后的工作重点在过去的十年里，由于越来越多的人意识到品牌是最有价值的无形资产，企业拥有品牌已成为高层管理人员的工作重点。在这激烈的行业利益驱动下，在最近几年中，学术研究人员已经探索出了一些不同品牌的相关话题，并创作出大量的论文、文章、研究报告和书

2、籍。本文列出了一些在品牌领域具有影响力的研究成果，从学术角度突出所学的品牌定位、品牌整合、品牌资产测量、品牌的成长、品牌管理等几个重要课题。文中还概述了一些存在在研究品牌和品牌资产以及制定了一系列相关的研究问题方面上的差距，选择品牌理念的影响力和所面临的挑战来建模，并且结合主要和相互作用的品牌效应以及竞争的影响进行了讨论。品牌 品牌资产 品牌扩展关键词：品牌 品牌资产 品牌扩展历史: 本文已收到2004年8月19日，4个月两个版本的作者;由Leigh麦卡利斯特处理。介绍牌提供了一些有价值的功能。在其最基本的层面上，品牌作为标记被提供在公司的产品上。对于客户而言，品牌可以简化选择，来确保以一个特

3、定的质量水平降低风险，同时/或者建立信任。品牌是建立在产品本身、相应的营销活动、使用（或不使用）的消费者以及其他人身上。品牌因此反映了消费者与产品之间的全面经验。品牌也在确定营销工作的有效性如：广告和渠道布置方面发挥了重要的作用。最后，品牌是一个在金融意义上的资产。因此，品牌体现在客户市场、产品市场和金融市场这三个主要层次中的影响。这些因不同的效益形成的价值，通常被称为品牌资产。在本文中，我们的主要目标是有选择地突显出构建、测量以及管理品牌资产的相关研究，在我们对这些主题的理解里找出差距。我们非常重视后者并且提出许多未来研究领域的建议。结合“品牌管理决策和任务”频繁地由营销高管详细讨论出五个基

4、本主题：(1)开发的品牌定位、(2)整合品牌营销、(3)评估品牌性能、(4)日益增长的品牌、(5)战略管理的品牌。接着，我们认为这项研究成果的意义为选择模型。最后,我们提出了一个与客户市场、产品市场、金融市场三个层次相统一的品牌影响以及品牌是如何被公司的行为给创建和开发的简单框架。品牌决策和任务（1） 开发的品牌定位品牌定位为品牌应不应该从事其营销活动以及方案指明了方向。品牌定位涉及到在顾客心目中和其他重要成分里建立关键品牌联想来区分品牌和建立（尽可能的范围内）的竞争优势。除了选择（例如：马力汽车）这种有形产品属性级别的明显问题外，另外这两个领域特别是有关于在品牌无形的作用和企业形象和声誉的作

5、用中的定位。品牌无形资产。一个重要且相对独特的品牌研究方面是以品牌形象方面中不涉及物理的、有形的、具体属性或者福利的品牌无形资产为重点的。品牌无形资产是一种通过营销人员与消费者来区分营销人员的品牌和超越实体产品的常见手段。品牌无形资产覆盖了各种各样的不同类型的品牌联想，如实际的或期望的用户图像、购买和消费的图像与历史，文物以及经验。一些基本研究问题就如何有形资产和无形资产有他们的品牌效应而言还存在。研究问题1、在发展品牌资产中，产品性能和目标有什么作用或者有形与无形的图像属性的特性是什么?2、无形的属性是形成（原因）吗，还是为了权益或抉择而反映（构筑）的原因？就是说，他们认为先验或“建造”后经

6、验的品牌？3、何时以及在何种程度上从不太积极或者甚至消极认知信息里召回愉快的图像（或“激动”的情感）保护品牌？4、有多少品牌资产与独特属性的产品是联系在一起的？当竞争对手复制这些属性会发生什么事情？5、在长期（例如，“高质量”和“高等级”）以及具有有限的使用寿命里（例如“嘻哈”），哪一种属性联想是最稳定的并且是最有用的品牌？6、品牌可以被认为是一个判断力偏见还是就环境而言在消费者决策中的影响？关于品牌测量和估价，这些观点有什么影响？品牌个性。艾克（1997）寻找归纳了美国品牌的特色，发现他们有五种特点：（1）诚意（2）自信（3）能力（4）精明和（5）耐久。艾克等人（2001）发现，其中的三个特

7、点也适用于日本和西班牙品牌，但是“平和”取代了“耐久”在美国的位置，而且在西班牙出现的是“激情”而不是“能力”。艾克（1999）还发现不同品牌的特质影响不同类型的人在消费上的不同选择。她解释这些实验结果是在一个“突出自我的概念的社会现状下”得到的“开拓自我”的结果（见Graeff 1996, 1997）。而Azoulay和Kapferer (2003)要来挑战该结论衡量的标准，拟人化是消费者偶然讨论及广告信息中常用的方式（例如，“那个牌子是个非常时尚的”）。研究的问题：1、品牌个性如何影响消费者决策？在什么情况下影响？2、品牌个性的战略或战术（例如，从“外观和感觉”上的广告制作）的重要性？3、

8、不同人的价值标准是什么？是否某些人的善变或忠诚度比别人更高？不同的产品类别影响价值还是其他因素？4、如何稳定这些人的标准和什么改变了他们的标准？5、联想比较其他品牌的稳定性。品牌关系。产品研发还曾探索过品牌与消费者两者之间关系中的自我开发部分。福尼尔 (1998) 研究过消费者和公司拥有或想要拥有的这种关系的本质。福尼尔认为品牌关系的特性作为多层面的且沿着消费者品牌关系的改变而超出忠诚或者承诺的六个维度 ：（1）自我概念连接，（2）承诺或怀旧的附件，（3）行为相互依存，（4）爱情/激情，（5）亲密，（6）品牌合作伙伴的质量。她建议以下暗喻的象征主义来表示共同的消费者品牌关系：（1）包办婚姻，（

9、2）普通朋友/伙伴，（3）权宜结婚，（4）坚定的伙伴关系，（5）死党,（6 ）区划友谊，（7）亲缘关系，（8）重温旧好/回避被动的关系，（9）童年的友谊，（10）求爱，（11）依赖性，（12）婚外情，（13）敌意，（14）秘密风流韵事，（15）奴隶化虽然这种特性里包含了最积极的关系，但是它可能忽略了一系列可能产生的负面（例如，对手）和中性（例如，贸易伙伴）的人。艾克（2004年）等人进行了为期两个月的关于消费者和品牌之间的关系发展和演变的纵向调查。他们发现在在发展形式和动力学有两个因素即感知犯罪和品牌个性，具有一定的显着影响。阿革瓦（2004）探讨过如何为两种人际关系类型改变关系准则:交换关系

10、，它的好处是给其他人得到回馈，以及公共关系，它的好处是给其他人需要的关心。研究问题：1、怎么样可以知道消费者想要的人际关系？是否涉及到隐私以及被公司利用客户数据使用量的增加而担忧从而导致客户希望匿名、事务性的关系，还是客户仍然希望与企业有密切的关系？个性化的交流能使客户真正享受到了当家作主的感觉和/或感觉到有价值，还是他们感觉被利用了吗？2、怎样才能由该公司通过市场营销活动培养出一个理想的客户关系？如何通过不同类型的营销活动，如广告，客户服务和在线资源结合去影响客户关系？3、在一个的信息广泛共享又被看作是糟糕的歧视的世界里，还应该要坚定处理不同的客户之间需要的不同关系吗？可以确定将客户关系划分

11、并且能够识别不同类型关系的客户吗？这些不同产品类别或竞争产品有什么优势吗？4、在不同类型的客户关系中，相对盈利能力是什么？一些客户应该被鼓励和被劝阻还是是被“炒鱿鱼”呢？或者，有没有一种系统的方式可以将无利可图的客户迁移到有利可图的关系？品牌体验。体验式营销是营销思想中的一个重要趋势。通过一些书籍和文章，施密特（1999年，2003年）已经开发出了客户体验管理理念（CEM），他将其定义为客户与产品或公司之间整个体验的战略管理过程。据施密特所说，品牌可以帮助建立5个不同类型的经验：l 感觉涉及情感和情绪的经验；l 想创造和认知的经验；l 涉及物理行为，并纳入个人行为和生活方式的行动经验；l 从一

12、个参照组或者文化中得出的结果的相关经验。研究问题： 1、有哪些不同的方式的经验影响品牌资产?企业如何确保这些经验能够积极地影响品牌资产?更具体地说, 广告如何可以触发一个品牌的积极经验或使负面不那么突出或有影响力？ 2、根据公司的控制权，有多少有经验的相关品牌？他们如何能得到有效的控制？ 3、什么时候以及在什么程度上可以根据客户的正面或者负面的回应试图控制他们的经验？客户在有关经验的控制上将公司的行为和态度归因于什么？ 4、如何识别或实现公司参与影响品牌的经验? 品牌识别可以为经验提供便利吗？需要多少条植入式广告(如在电影中)才能影响品牌资产并且这样的权益能够维持多久? 5、公司该如何利用一些

13、不同寻常的情况，例如当品牌关联到一个积极的事件?一个公司如何才能最大限度地减少消极事件(如发言人恶劣的行为)的影响?Brands and Branding: Research Findings andFuture PrioritiesBranding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven

14、in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has

15、 been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related rese

16、arch questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.Key words: brands; brand equity; brand extensionsHistory: This paper was received August 19, 2004, and

17、was with the authors 4 months for 2 revisions; processed by Leigh McAlister.IntroductionBrands serve several valuable functions. At their most basic level, brands serve as markers for the offerings of a firm. For customers, brands can simplify choice, promise a particular quality level, reduce risk,

18、 and/or engender trust. Brands are built on the product itself, the accompanying marketing activity, and the use (or nonuse) by customers as well as others. Brands thus reflect the complete experience that customers have with products. Brands also play an important role in determining the effectiven

19、ess of marketing efforts such as advertising and channel placement. Finally, brands are an asset in the financial sense. Thus, brands manifest their impact at three primary levelscustomer market, product market, and financial market. The value accrued by these various benefits is often called brand

20、equity.Our primary goal in this paper is to both selectively highlight relevant research on building, measuring, and managing brand equity and to identify gaps in our understanding of these topics. We put considerable emphasis on the latter and suggest numerous areas of future research. Five basic t

21、opics that align with the brand-management decisions and tasks frequently performed by marketing executives are discussed in detail: (1) developing brand positioning, (2) integrating brand marketing, (3) assessing brand performance, (4) growing brands, and (5) strategically managing the brand. We th

22、en consider the implications of this work for choice models. Finally, we present a simple framework for integrating the customer-market, product-market, and financial-market level impact of brands and how the brand is created and developed by company actions.Branding Decisions and TasksDeveloping Br

23、and PositioningBrand positioning sets the direction of marketing activities and programswhat the brand should and should not do with its marketing. Brand positioning involves establishing key brand associations in the minds of customers and other important constituents to differentiate the brand and

24、 establish (to the extent possible) competitive superiority (Keller et al. 2002). Besides the obvious issue of selecting tangible product attribute levels (e.g., horsepower in a car), two areas particularly relevant to positioning are the role of brand intangibles and the role of corporate images an

25、d reputation.Brand Intangibles.An important and relatively unique aspect of branding research is the focus on brand intangiblesaspects of the brand image that do not involve physical, tangible, or concrete attributes or benefits (see Levy 1999). Brand intangibles are a common means by which marketer

26、s differentiate their brands with consumers (Park et al. 1986) and transcend physical products (Kotler and Keller 2006). Intangibles cover a wide range of different types of brand associations such as actual or aspirational user imagery; purchase and consumption imagery; and history, heritage, and e

27、xperiences (Keller 2001). A number of basic research questions exist concerning how brand tangibles and intangibles have their effects.Research Questions1. In developing brand equity, what is the role of product performance and objective or tangible attributes versus intangible image attributes?2. A

28、re intangible attributes formative (causes) or reflective (constructed) reasons for equity or choice? That is, are they considered a priori or “constructed” after experience with the brand?3. When and to what extent does recall of pleasant images (or “hot” emotions) shield a brand from less positive

29、 or even negative cognitive information?4. How much of brand equity is tied to unique attributes of a product? What happens when competitors copy these attributes?5. Which attribute associations are most stable and beneficial to a brand over the long run (e.g., “high quality” and “upscale”) and whic

30、h have limited useful life (e.g., being “hip”)?6. Can brands be thought of as simply a judgment bias or in terms of context effects in consumer decision making? What implications do these perspectives have for brand-equity measurement and valuation?Brand Personality.Aaker (1997) examined the persona

31、lities attributed to U.S. brands and found they fall into five main clusters: (1) sincerity, (2) excitement, (3) competence, (4) sophistication, and (5) ruggedness. Aaker et al. (2001) found that three of the five factors also applied to brands in both Japan and Spain, but that a “peacefulness” dime

32、nsion replaced “ruggedness” both in Japan and Spain, and a “passion” dimension emerged in Spain instead of “competency.” Aaker (1999) also found that different brand personality dimensions affected different types of people in different consumption settings. She interpreted these experimental result

33、s in terms of a “malleable self,” which is composed of self-conceptions that can be made salient by a social situation (see also Graeff 1996, 1997). While Azoulay and Kapferer (2003) have challenged the conceptual validity of this particular brand personality scale, the anthropomorphism of a brand i

34、s common in both casual consumer conversation (e.g., “that brand is hip ”) and advertising messages.Research Questions1. How does brand personality affect consumer decision making? Under what circumstances?2. Is brand personality of more strategic or tactical (e.g., in terms of the “look and feel” o

35、f ad executions) importance?3. What is the value of the different personality dimensions? Are certain personality dimensions more valuable at driving preference or loyalty than others? Does the value vary by product category or by other factors?4. How stable are these various personality dimensions

36、and what causes them to evolve or change? How does this stability compare to the stability of other types of brand associations?Brand Relationships. Research has also explored the personal component of the relationship between a brand and its customers. Fournier (1998) examined the nature of relatio

37、nships that customers have as well as want to havewith companies (see also Fournier and Yao 1997, Fournier et al. 1998). Fournier views brand-relationship quality as multifaceted and consisting of six dimensions beyond loyalty or commit ment along which consumerbrand relationships vary: (1) self-con

38、cept connection, (2) commitment or nostalgic attachment, (3) behavioral interdependence, (4) love/passion, (5) intimacy, and (6) brand-partner quality. She suggests the following typology of metaphors to represent common customer-brand relationships: (1) arranged marriages, (2) casual friends/buddie

39、s, (3) marriages of convenience, (4) committed partnerships, (5) best friendships, (6) compartmentalized friendships, (7) kinships, (8) rebounds/avoidance-driven relationships, (9) childhood friendships, (10) courtships, (11) dependencies, (12) flings, (13) enmities, (14) secret affairs, and (15) en

40、slavements.While this typology contains most positive relationships, it may overlook a range of possible negative (e.g., adversary) and neutral (e.g., trading partner) ones. Aaker et al. (2004) conducted a two-month longitudinal investigation of the development and evolution of relationships between

41、 consumers and brands. They found that two factorsexperiencing a transgression and the personality of the brandhad a significant influence on developmental form and dynamics. Aggarwal (2004) explored how relationship norms varied for two types of relationships: exchange relationships, in which benef

42、its are given to others to get something back, and communal relationships, in which benefits are given to show concern for others needs.Research Questions1. How can a customers desired relationship be determined? Have concerns over privacy and the increased use of customer data by firms resulted in

43、customers wanting more anonymous, transactional relationships, or do customers still desire close relationships with companies? Does personalization of communication make customers feel empowered and/or valued, or do they feel more exploited?2. How can a desired customer relationship be cultivated b

44、y the company through marketing activities? How do different types of marketing activities such as advertising, customer service, and online resources combine to affect customer relationships?3. In a world where information is widely shared and discrimination is seen as bad, should a firm deal diffe

45、rently with customers who desire different relationships? Can customer relationships be segmented and can customers who desire different types of relationships be identified? Does this vary by product category or by competing product benefits?4. What is the relative profitability of different types

46、of customer relationships? Should some customers be encouraged and others discouraged or “fired?” Alternatively, are there systematic ways to migrate unprofitable customers into profitable relationships?Brand Experience. Experiential marketing is an important trend in marketing thinking. Through sev

47、eral books and articles, Schmitt (1999, 2003) has developed the concept of customer experience management (CEM), which he defines as the process of strategically managing a customers entire experience with a product or company. According to Schmitt, brands can help to create five different types of

48、experiences: Feel experiences involving affect and emotions; Think experiences which are creative and cognitive; Act experiences involving physical behavior and incorporating individual actions and lifestyles; Relate experiences that result from connecting with a reference group or culture.Research

49、Questions1. What are the different means by which experiences affect brand equity? How can firms ensure that experiences positively impact brand equity? More specifically, how can advertising trigger positive experiences with a brand or make negative ones less salient or influential?2. How much of brand-related experiences are u