外文翻譯-品牌和品牌化研究結(jié)果和今后的工作重點-精品說課講解

1、Marketing Science.2006(6):740-759譯文題目：原稿題目：原稿出處：中文 3370 字畢業(yè)設(shè)計(論文)譯文及原稿品牌和品牌化： 研究結(jié)果和今后的工作重點Brands and Branding:Research Findings and Future PrioritiesKevin Lane Keller,Donald R. Lehmann.J.品牌和品牌化：研究結(jié)果和今后的工作重點在過去的十年里， 由于越來越多的人意識到品牌是最有價值的無形資產(chǎn)， 企 業(yè)擁有品牌已成為高層管理人員的工作重點。 在這激烈的行業(yè)利益驅(qū)動下， 在最 近幾年中， 學(xué)術(shù)研究人員已經(jīng)探索出了一些

2、不同品牌的相關(guān)話題， 并創(chuàng)作出大量 的論文、文章、 研究報告和書籍。 本文列出了一些在品牌領(lǐng)域具有影響力的研究 成果，從學(xué)術(shù)角度突出所學(xué)的品牌定位、 品牌整合、品牌資產(chǎn)測量、 品牌的成長、 品牌管理等幾個重要課題。 文中還概述了一些存在在研究品牌和品牌資產(chǎn)以及制 定了一系列相關(guān)的研究問題方面上的差距， 選擇品牌理念的影響力和所面臨的挑 戰(zhàn)來建模，并且結(jié)合主要和相互作用的品牌效應(yīng)以及競爭的影響進行了討論。 品牌 品牌資產(chǎn) 品牌擴展關(guān)鍵詞： 品牌 品牌資產(chǎn) 品牌擴展歷史: 本文已收到 2004年 8 月 19日，4個月兩個版本的作者 ;由 Leigh 麥卡利 斯特處理。介紹牌提供了一些有價值的功能

3、。 在其最基本的層面上， 品牌作為標記被提供在 公司的產(chǎn)品上。 對于客戶而言， 品牌可以簡化選擇， 來確保以一個特定的質(zhì)量水 平降低風(fēng)險，同時 /或者建立信任。品牌是建立在產(chǎn)品本身、相應(yīng)的營銷活動、 使用(或不使用) 的消費者以及其他人身上。 品牌因此反映了消費者與產(chǎn)品之間 的全面經(jīng)驗。 品牌也在確定營銷工作的有效性如： 廣告和渠道布置方面發(fā)揮了重 要的作用。 最后，品牌是一個在金融意義上的資產(chǎn)。 因此，品牌體現(xiàn)在客戶市場、 產(chǎn)品市場和金融市場這三個主要層次中的影響。這些因不同的效益形成的價值， 通常被稱為品牌資產(chǎn)。在本文中，我們的主要目標是有選擇地突顯出構(gòu)建、 測量以及管理品牌資產(chǎn) 的相關(guān)研

4、究， 在我們對這些主題的理解里找出差距。 我們非常重視后者并且提出 許多未來研究領(lǐng)域的建議。 結(jié)合“品牌管理決策和任務(wù)” 頻繁地由營銷高管詳細 討論出五個基本主題： (1)開發(fā)的品牌定位、 (2)整合品牌營銷、 (3)評估品牌性能、 (4)日益增長的品牌、 (5)戰(zhàn)略管理的品牌。接著，我們認為這項研究成果的意義 為選擇模型。最后 ,我們提出了一個與客戶市場、產(chǎn)品市場、金融市場三個層次 相統(tǒng)一的品牌影響以及品牌是如何被公司的行為給創(chuàng)建和開發(fā)的簡單框架。品牌決策和任務(wù)（1）開發(fā)的品牌定位品牌定位為品牌應(yīng)不應(yīng)該從事其營銷活動以及方案指明了方向。 品牌定位涉 及到在顧客心目中和其他重要成分里建立關(guān)鍵品

5、牌聯(lián)想來區(qū)分品牌和建立 （盡可 能的范圍內(nèi)）的競爭優(yōu)勢。除了選擇（例如：馬力汽車）這種有形產(chǎn)品屬性級別 的明顯問題外，另外這兩個領(lǐng)域特別是有關(guān)于在品牌無形的作用和企業(yè)形象和聲 譽的作用中的定位。品牌無形資產(chǎn)。一個重要且相對獨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、 具體屬性或者福利的品牌無形資產(chǎn)為重點的。 品牌無形資 產(chǎn)是一種通過營銷人員與消費者來區(qū)分營銷人員的品牌和超越實體產(chǎn)品的常見 手段。品牌無形資產(chǎn)覆蓋了各種各樣的不同類型的品牌聯(lián)想， 如實際的或期望的 用戶圖像、 購買和消費的圖像與歷史， 文物以及經(jīng)驗。 一些基本研究問題就如何 有形資產(chǎn)和無形資產(chǎn)有他們的品牌效應(yīng)而言

6、還存在。研究問題1、在發(fā)展品牌資產(chǎn)中，產(chǎn)品性能和目標有什么作用或者有形與無形的圖像 屬性的特性是什么 ?2、無形的屬性是形成（原因）嗎，還是為了權(quán)益或抉擇而反映（構(gòu)筑）的 原因？就是說，他們認為先驗或“建造”后經(jīng)驗的品牌？3、何時以及在何種程度上從不太積極或者甚至消極認知信息里召回愉快的 圖像（或“激動”的情感）保護品牌？4、有多少品牌資產(chǎn)與獨特屬性的產(chǎn)品是聯(lián)系在一起的？當競爭對手復(fù)制這 些屬性會發(fā)生什么事情？5、在長期（例如，“高質(zhì)量” 和“高等級”）以及具有有限的使用壽命里 （例 如“嘻哈”），哪一種屬性聯(lián)想是最穩(wěn)定的并且是最有用的品牌？6、品牌可以被認為是一個判斷力偏見還是就環(huán)境而言在消

7、費者決策中的影 響？關(guān)于品牌測量和估價，這些觀點有什么影響？品牌個性。 艾克（1997）尋找歸納了美國品牌的特色， 發(fā)現(xiàn)他們有五種特點： （1）誠意（ 2）自信（ 3）能力（ 4）精明和（ 5）耐久。艾克等人（ 2001）發(fā)現(xiàn)， 其中的三個特點也適用于日本和西班牙品牌，但是“平和”取代了“耐久”在美 國的位置，而且在西班牙出現(xiàn)的是“激情”而不是“能力” 。艾克（ 1999）還發(fā) 現(xiàn)不同品牌的特質(zhì)影響不同類型的人在消費上的不同選擇。 她解釋這些實驗結(jié)果 是在一個“突出自我的概念的社會現(xiàn)狀下” 得到的“開拓自我” 的結(jié)果（見 Graeff 1996, 1997）。而 Azoulay 和 Kapfe

8、rer （2003）要來挑戰(zhàn)該結(jié)論衡量的標準，擬人化 是消費者偶然討論及廣告信息中常用的方式（例如， “那個牌子是個非常時尚 的”）。研究的問題：1、品牌個性如何影響消費者決策？在什么情況下影響？2、品牌個性的戰(zhàn)略或戰(zhàn)術(shù)（例如，從“外觀和感覺”上的廣告制作）的重 要性？3、不同人的價值標準是什么？是否某些人的善變或忠誠度比別人更高？不 同的產(chǎn)品類別影響價值還是其他因素？4、如何穩(wěn)定這些人的標準和什么改變了他們的標準？5、聯(lián)想比較其他品牌的穩(wěn)定性。品牌關(guān)系。產(chǎn)品研發(fā)還曾探索過品牌與消費者兩者之間關(guān)系中的自我開發(fā)部 分。福尼爾 （1998） 研究過消費者和公司擁有或想要擁有的這種關(guān)系的本質(zhì)。福 尼

9、爾認為品牌關(guān)系的特性作為多層面的且沿著消費者品牌關(guān)系的改變而超出忠 誠或者承諾的六個維度 ：（1）自我概念連接，（2）承諾或懷舊的附件， （3）行 為相互依存，（4）愛情 /激情，（5）親密，（6）品牌合作伙伴的質(zhì)量。她建議以 下暗喻的象征主義來表示共同的消費者品牌關(guān)系： （ 1）包辦婚姻，（ 2）普通朋友 /伙伴，（3）權(quán)宜結(jié)婚，（4）堅定的伙伴關(guān)系，（5）死黨 ,（6 ）區(qū)劃友誼，（7） 親緣關(guān)系，（8）重溫舊好 /回避被動的關(guān)系，（9）童年的友誼，（10）求愛，（ 11） 依賴性，（12）婚外情，（13）敵意，（14）秘密風(fēng)流韻事，（15）奴隸化雖然這種特性里包含了最積極的關(guān)系， 但是它

10、可能忽略了一系列可能產(chǎn)生的 負面（例如，對手）和中性（例如，貿(mào)易伙伴）的人。艾克（ 2004 年）等人進 行了為期兩個月的關(guān)于消費者和品牌之間的關(guān)系發(fā)展和演變的縱向調(diào)查。 他們發(fā) 現(xiàn)在在發(fā)展形式和動力學(xué)有兩個因素即感知犯罪和品牌個性， 具有一定的顯著影 響。阿革瓦（ 2004）探討過如何為兩種人際關(guān)系類型改變關(guān)系準則 :交換關(guān)系， 它的好處是給其他人得到回饋， 以及公共關(guān)系，它的好處是給其他人需要的關(guān)心。 研究問題：1、怎么樣可以知道消費者想要的人際關(guān)系？是否涉及到隱私以及被公司利 用客戶數(shù)據(jù)使用量的增加而擔憂從而導(dǎo)致客戶希望匿名、 事務(wù)性的關(guān)系， 還是客 戶仍然希望與企業(yè)有密切的關(guān)系？個性化

11、的交流能使客戶真正享受到了當家作 主的感覺和 /或感覺到有價值，還是他們感覺被利用了嗎？2、怎樣才能由該公司通過市場營銷活動培養(yǎng)出一個理想的客戶關(guān)系？如何通過不同類型的營銷活動， 如廣告，客戶服務(wù)和在線資源結(jié)合去影響客戶關(guān)系？3、在一個的信息廣泛共享又被看作是糟糕的歧視的世界里，還應(yīng)該要堅定 處理不同的客戶之間需要的不同關(guān)系嗎？可以確定將客戶關(guān)系劃分并且能夠識 別不同類型關(guān)系的客戶嗎？這些不同產(chǎn)品類別或競爭產(chǎn)品有什么優(yōu)勢嗎？4、在不同類型的客戶關(guān)系中，相對盈利能力是什么？一些客戶應(yīng)該被鼓勵 和被勸阻還是是被 “炒魷魚” 呢？或者， 有沒有一種系統(tǒng)的方式可以將無利可圖 的客戶遷移到有利可圖的關(guān)系

12、？品牌體驗。體驗式營銷是營銷思想中的一個重要趨勢。 通過一些書籍和文章， 施密特（ 1999 年， 2003 年）已經(jīng)開發(fā)出了客戶體驗管理理念（ CEM ），他將其 定義為客戶與產(chǎn)品或公司之間整個體驗的戰(zhàn)略管理過程。 據(jù)施密特所說， 品牌可 以幫助建立 5 個不同類型的經(jīng)驗：感覺涉及情感和情緒的經(jīng)驗；想創(chuàng)造和認知的經(jīng)驗；涉及物理行為，并納入個人行為和生活方式的行動經(jīng)驗； 從一個參照組或者文化中得出的結(jié)果的相關(guān)經(jīng)驗。研究問題：、有哪些不同的方式的經(jīng)驗影響品牌資產(chǎn) ?企業(yè)如何確保這些經(jīng)驗?zāi)軌蚍e極 地影響品牌資產(chǎn) ?更具體地說 , 廣告如何可以觸發(fā)一個品牌的積極經(jīng)驗或使負面 不那么突出或有影響力？、

13、根據(jù)公司的控制權(quán)，有多少有經(jīng)驗的相關(guān)品牌？他們?nèi)绾文艿玫接行У?控制？、什么時候以及在什么程度上可以根據(jù)客戶的正面或者負面的回應(yīng)試圖控 制他們的經(jīng)驗？客戶在有關(guān)經(jīng)驗的控制上將公司的行為和態(tài)度歸因于什么？、如何識別或?qū)崿F(xiàn)公司參與影響品牌的經(jīng)驗 ? 品牌識別可以為經(jīng)驗提供便 利嗎？需要多少條植入式廣告 （如在電影中 ） 才能影響品牌資產(chǎn)并且這樣的權(quán)益 能夠維持多久 ?、公司該如何利用一些不同尋常的情況，例如當品牌關(guān)聯(lián)到一個積極的事 件?一個公司如何才能最大限度地減少消極事件 （ 如發(fā)言人惡劣的行為 ）的影響 ?Brands and Branding: Research Findings andFu

14、ture 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 in part by this intense industry interest, academic researchers have explored a number of different br

15、and-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 been learned from an academic perspective on important topics such as brand positioning, brand integr

16、ation, 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 research questions. Choice modeling implications of the branding concept and the challenges of incorporati

17、ng 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 was with the authors 4 months for 2 revisions; processed by Leigh McAlister.IntroductionBrands serve s

18、everal 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, and/or engender trust. Brands are built on the product itself, the accompanying marketing activity, a

19、nd 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 effectiveness of marketing efforts such as advertising and channel placement. Finally, brands are an asset in th

20、e 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 equity.Our primary goal in this paper is to both selectively highlight relevant research on building,

21、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 topics that align with the brand-management decisions and tasks frequently performed by marketing execu

22、tives 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 then consider the implications of this work for choice models. Finally, we present a simple framework fo

23、r 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 Brand PositioningBrand positioning sets the direction of marketing activities and programs what the bran

24、d 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 establish (to the extent possible) competitive superiority (Keller et al. 2002). Besides the obvious

25、 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 and reputation.Brand Intangibles. An important and relatively unique aspect of branding research is the

26、 focus on brand intangibles aspects 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 marketers differentiate their brands with consumers (Park et al. 1986) and transcend physical products (Kot

27、ler 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 experiences (Keller 2001). A number of basic research questions exist concerning how brand tangibles

28、 and intangibles have their effects.Research QuestionsIn developing brand equity, what is the role of product performance and objective or tangible attributes versus intangible image attributes?Are intangible attributes formative (causes) or reflective (constructed) reasons for equity or choice? Tha

29、t is, are they considered a priori or “ constructed” after experience with the brand?When and to what extent does recall of pleasant images (“or hot”emotions) shield a brand from less positive or even negative cognitive information?How much of brand equity is tied to unique attributes of a product?

30、What happens when competitors copy these attributes?Which attribute associations are most stable and beneficial to a brand over the long run (e.g., “high quality ” and “upscale”) and which have limited useful life (e.g., being “hip”)?Can brands be thought of as simply a judgment bias or in terms of

31、context effects in consumer decision making? What implications do these perspectives have for brand-equity measurement and valuation?Brand Personality .Aaker (1997) examined the personalities attributed to U.S. brands and found they fall into five main clusters: (1) sincerity, (2) excitement, (3) co

32、mpetence, (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” dimension replaced “ruggedness” both in Japan and Spain, and a “ passion” dimension emerged in Spain instead of“ compe

33、tency.” Aaker (1999) also found that different brand personality dimensions affected different types of people in different consumption settings. She interpreted these experimental results in terms of a “ malleable self,” which is composed of self-conceptions that can be made salient by a social sit

34、uation (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 is common in both casual consumer conversation (e.g., “ that brand is hip ” ) and advertising messages. Research

35、QuestionsHow does brand personality affect consumer decision making? Under what circumstances?Is brand personality of more strategic or tactical (e.g., in terms of the “l(fā)ook and feel” of ad executions) importance?What is the value of the different personality dimensions? Are certain personality dime

36、nsions more valuable at driving preference or loyalty than others? Does the value vary by product category or by other factors?How stable are these various personality dimensions and what causes them to evolve or change? How does this stability compare to the stability of other types of brand associ

37、ations?Brand Relationships. Research has also explored the personal component of the relationship between a brand and its customers. Fournier (1998) examined the nature of relationships that customers have as well as want to havewith companies (see also Fournier and Yao 1997, Fournier et al. 1998).

38、Fournier views brand-relationship quality as multifaceted and consisting of six dimensions beyond loyalty or commit ment along which consumerbrand relationships vary: (1) self-concept connection, (2) commitment or nostalgic attachment, (3) behavioral interdependence, (4) love/passion, (5) intimacy,

39、and (6) brand-partner quality. She suggests the following typology of metaphors to represent common customer-brand relationships: (1) arranged marriages, (2) casual friends/buddies, (3) marriages of convenience, (4) committed partnerships, (5) best friendships, (6) compartmentalized friendships, (7)

40、 kinships, (8) rebounds/avoidance-driven relationships, (9) childhood friendships, (10) courtships, (11) dependencies, (12) flings, (13) enmities, (14) secret affairs, and (15) enslavements.While this typology contains most positive relationships, it may overlook a range of possible negative (e.g.,

41、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 consumers and brands. They found that two factors experiencing a transgression and the personality of the brand had a si

42、gnificant influence on developmental form and dynamics. Aggarwal (2004) explored how relationship norms varied for two types of relationships: exchange relationships, in which benefits are given to others to get something back, and communal relationships, in which benefits are given to show concern

43、for others needs.Research QuestionsHow can a customers desired relationship be determined? Have concerns over privacy and the increased use of customer data by firms resulted in customers wanting more anonymous, transactional relationships, or do customers still desire close relationships with compa

44、nies? Does personalization of communication make customers feel empowered and/or valued, or do they feel more exploited?How can a desired customer relationship be cultivated by the company through marketing activities? How do different types of marketing activities such as advertising, customer serv

45、ice, and online resources combine to affect customer relationships?In a world where information is widely shared and discrimination is seen as bad, should a firm deal differently with customers who desire different relationships? Can customer relationships be segmented and can customers who desire d

46、ifferent types of relationships be identified? Does this vary by product category or by competing product benefits?What is the relative profitability of different types 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 several books and articles, Schmitt (1999, 2003) has developed the concept of customer experience management (CEM), which he