品牌建设策略外文文献翻译
品牌建设英文作文初中作文
品牌建设英文作文初中作文英文：Brand building is an important aspect of any business, as it helps to create a strong and recognizable identity for the company. A well-established brand can attract and retain customers, and also differentiate the company from its competitors. 。
For example, I recently purchased a pair of sneakers from a well-known sports brand. The reason I chose this brand over others is because of their strong brand image and reputation for high-quality products. The brand has consistently delivered on its promise of durability and comfort, and as a result, I am more likely to choose their products in the future.In addition to product quality, brand building also involves creating a positive brand image through marketing and advertising. This can include social media campaigns,influencer partnerships, and creative branding strategies. These efforts help to shape the way consumers perceive the brand and can ultimately influence their purchasing decisions.Furthermore, a strong brand can also command higher prices for its products or services. For example, luxury brands such as Louis Vuitton and Gucci are able to charge premium prices for their products because of the perceived value associated with their brand.Overall, brand building is essential for long-term success and growth of a business. It requires consistent effort and investment, but the benefits of a strong brand are well worth it.中文：品牌建设对于任何企业来说都是非常重要的，因为它有助于为公司创建一个强大和可识别的身份。
品牌建设策略外文文献翻译
品牌建设策略摘要：品牌建立在有形产品和无形服务的基础上。
有形是指产品的新颖包装、独特设计、以及富有象征吸引力的名称等。
而服务是在销售过程当中或售后服务中给顾客满意的感觉，让顾客体验到做真正“上帝”的幸福感。
让他们始终觉得选择买这种产品的决策是对的。
本文通过对品牌建设策略的阐释，指导企业建立自己独特的品牌。
关键词：品牌，品牌建设1品牌建设的定义是品牌管理和IMC运动的主要关切。
每一位营销者应该追求长期股权，注重每一个细节的战略。
因为一个小的消息失调会导致品牌延伸的巨大失败。
另一方面，他在消费者心中的心理过程。
干扰变数是一个有用的指标，以评估消费者对品牌延伸评估。
在整个分类理论和联想网络理论，消费者是否有能力处理成有用的知识，成为他们的信息。
他们将通过测量和比较核心的品牌，适合质量类别，以往的经验和知识，使困难的核心品牌之间的差异及延伸产品。
因此，在这篇文章中可以推断什么是消费者对品牌延伸评价的几点：1、核心品牌质量创造了一个品牌和低消费的影响评估适合的强势地位。
2、核心品牌之间的相似性和延伸，是消费者对适合知觉的主要关切。
较高的相似性是适合高的看法。
3、消费者的知识和经验影响评价之前，延伸产品踪迹。
4、更多的延伸产品创新时，可以感觉到更大的积极配合。
一个成功的品牌战略依赖于信息沟通和一致的清晰的品牌形象。
品牌延伸的负面影响将导致对母品牌及品牌系列极大的损害。
从管理和营销的角度来看，一个品牌应该保持在一个长期的一致性和连续性的品牌信息的方式和协会的运作。
由于从品牌延伸的影响，负面影响是巨大的，久治不愈。
每一个消息或品牌延伸可以稀释性的品牌。
品牌延伸或品牌延伸是一种营销策略，其中一个公司的营销与发展良好的形象的产品用于不同的产品类别中的同一品牌名称。
新产品被称为剥离。
组织使用这一战略，以增加和利用品牌权益（定义：净资产，距离著名的名称长期可持续性）。
品牌延伸的一个例子是果胶，明胶果冻布丁创造持久性有机污染物。
企业品牌文化建设外文文献翻译最新译文3000多字
文献信息: Thompson M. The research of enterprise brand culture construction [J]. Marketing Theory, 2015, 12(05):41-51.原文The research of enterprise brand culture constructionThompson MAbstractBrand culture is a culture trait in all the cultural phenomenon of brand of sedimentary and brand activities. Brand belongs to the category of high-cultural value, is the unity of the physical form and spiritual form, and is the combination of modern social and cultural value orientation. Enterprise brand culture is an important part of enterprise culture and enterprise culture including spirit culture, system culture, marketing culture, marketing and brand culture is the culture of a kind of expression form, is the enterprise culture construction of high-level pursuit. An enterprise has its own corporate culture, but does not mean that the brand culture, brand culture is the enterprise after years of efforts, the brand gain greater advantage in the market competition and influence.Keywords: Corporate culture; Brand culture construction; Development strategy1 IntroductionMarlboro (Marlboro) President Maxwell declared: "the brand is one of the biggest enterprise assets, the enterprise brand as the depositor's account, you are constantly in its value in the advertisement, and you can enjoy its high interest rates.”Coca-Cola Company a manager declared: "if Coca-Cola all factories overnight is destroyed by fire, but it can quickly back to life. Because Coca-Cola brand can make any company bonanza, by this you will get to the bank loan, come back to life. "Above all, the brand is a huge intangible assets, has is immeasurable power and very high social value and of great economic value.2 The necessity of brand culture constructionModern commercial society, enterprises pay more and more attention to the shaping of the brand. In the process of business development marketing, into the brand culture connotation, make it more with rich cultural atmosphere, improve thelevel and cultural value of goods, and thus have a huge economic effect and social significance.2.1Enhance the competitiveness of the enterprise brandIn the modern business, using the cultural connotation to participate in the competition can bring twice the result with half the effort. Then decide what is the basis for successful competition, why do some products can be in an impregnable position in the market, and some enterprise product was good, but is the occupation of the market. This surface is the price problem or quality problem, but in essence is the enterprise brand culture construction problems. Because enterprise brand culture determines the people's way of thinking, then decided to the enterprise business philosophy, goals, strategies, tactics and methods, etc. As a result of the enterprise brand culture gap, can form the gap between business strength. Therefore, only by establishing the correct values system, form a competitive brand culture of enterprise, to guarantee the brand enterprises in the competition. In today's world economic competition, the surface is the competitive products and services, is a deep layer management of competition, and then a deep layer is the competition system, and the deeper cultural competition. No cultural taste of enterprise, is the lack of the vitality of enterprises; No cultural flavor of the product, is behind The Times, is not popular with the consumer products. Brand is the deep culture, brand is a symbol of wealth, famous brand marks the social status, brand to prove the quality, and brand is the culture. Investigation showed that both residents consumer goods market and durable consumer goods market, its concentration is very high, the sum of the top 10 brands share is in commonly 70 ~ 80%.Consumers have to shift from simply pay attention to the matter of consumer brand utility to pay attention to consumer goods material function outside the other utility. Quite a number of consumers started from the "goods" to enter the stage of "brand consumption", the brand culture is born, brand competition is transferred to the enterprise brand culture came up, the connotation of brand culture more rich, more lasting, associated with people's thought life, the greater the brand competitiveness is stronger, and the stronger the brand enterprise competitiveness. Therefore, the brand culture is to enhance the brand competitivenessof the enterprise.2.2 Integration within the enterprise cohesion and competitivenessThe competition and development of the modern enterprise, the person has played a decisive factor, brand culture shape, is a values between internal decision makers, employees, society, the essence of management view and behavior standards, unified integration process, in the form of visual understanding through communication, interaction, mutual inductance, thus the enhancement enterprise's cohesive force and fighting capacity, promote the spirit of teamwork and progress. Brand culture is the enterprise product or service brand image, the manifestation of social values. The so-called "faithful" and "table" is the company's brand image, "in", is the core of the internal management staff, "table" and the thought of "in the" cultural value orientation is unified. Through the fusion of culture, can make well management and staff together, for the company for the society to create huge economic value and social value. McDonald's is no matter in which country or area of business development, insist on promoting construction company internal family happiness, the family culture, emphasizes equality and teamwork of the concepts of family affection, blame, let employees feel is a kind of warm loving together create the pursuit of the relationship.2.3 Cultivate staff quality and image of the goodBrand culture is the core of brand management idea, behavior standards, packaging unified visual identity. Is an important role on the cultivation of the quality of employees, such as solidarity, honesty and service production, sales, service functions? Employee is responsible for the brand, all the business activities on behalf of the company's brand image. behavior so that employees must conform to the company's brand culture connotation extension features, such as cosmetic skin care products series "kose", such as "Maybelline", when strengthening brand of beauty and fashion culture, pay more attention to the staff in the thought, language, behavior, good communication with customers, and the exercise of service quality, make customers feel personalized quality service in the process of consumption.2.4 Build the brand of good nature and strong expansion driveBrand value is embodied in the marketing management play a convey of cultural thought, is the nature of goods or services. Thinking of "science and technology people-oriented" brand culture, also expressed the inner "people-oriented, science and technology as the core, to fashion culture as the direction of" the world of modern culture management idea, thus in the process of development, always full of brand personality expansion drive and cultural dissemination of permeability.2.5 Brand of quality servicesBuild brand service is one of the important means to participate in market competition, is also a merchant's a tidy intangible assets. To build the brand service, the best method is to use the enterprise brand culture. Scholars LuKeHeng say ": American culture exists in the thoughts, emotions and responses of various industries has fixed mode, and spread it can be got through symbols. Culture constitutes the achievement of groups have distinguishing feature each, these achievements include they manufacture all kinds of concrete forms. Therefore, services such as to enterprise brand culture as the guidance, and participate in the competition of service, will createa successful brand service.3 The development of enterprise brand culture3.1 Fully aware of the development of brand culture strategic positionBrand culture's strategic position depends on the culture in the process of shaping brand value. As is known to all, the brand value depends on the brand product of social trust and loyalty, the higher consumer loyalty of products, the higher brand value. To maintain consumer trust and loyalty of the product, the upgrading of products is inevitable, but volatility is lesser, product development and upgrading of the guidance of culture to maintain certain stability. The stability of culture is the core of the product development, in the brand core value in the process of dominance; the key idea is the leading product value. American scholar Stephen king pointed out that ": the product is produced in the factory, the brand is what consumers buy, a product can be imitated by competitors, but the brand is unique, products become obsolete soon fall behind, and successful brand is enduring, its core brand culture". At the same time, the strategic position of brand culture reflected in the cultural positioning theauthority of organization, in foreign enterprises, determine the enterprise culture and brand culture of the organization of the board of directors, is the highest decision-making authority of the enterprise, decides the company management policy, strategy, etc., the authority of decision-making authority decides the brand culture in the enterprise management status, only know fully in place, they can better do a good job of the brand culture development. Given the current our country enterprise awareness of the brand culture is not yet in place, strengthen the enterprise core management of brand culture understanding, establish its strategic position, is particularly important.3.2 Shape under the same brand hierarchy culture systemEnterprise in a single brand for all product sales, should according to different product quality, the formation of hierarchical culture system. The cultural system consists of the values and brand series products of cultural values, mainly the core brand values, is the basis of product series of cultural values, plays a controlling role, its scope involves product development philosophy, marketing theory, organization operation pattern, is the core of the brand value, the key to segment the consumer market. Series of cultural values of the products is in the Lord, according to the characteristics of the product on the basis of brand culture, the development of niche value concept, has distinct features and different products cultural value should be obvious difference, it is divided into the basis of product quality. To the hierarchy of cultural system, enrich the connotation of brand culture; widen the breadth of culture, to expand the depth of the brand.3.3Establish a professional brand culture development organizationBrand culture in the core position in the brand development process, the decision enterprise must set up special organizations responsible for the management of brand culture development, the status of the agency must be in the strategic level, is the enterprise decision-making institutions directly under the leadership of the development institutions, the personnel structure must be involved in decision-making, management, product development and design department, sales department, etc., is a combination of collective wisdom. Should maintain the independence of the agencybusiness at the same time, to avoid the interference of day-to-day business management, design and develop independently. In the concrete implementation of brand culture development business, should strengthen the study of consumer behavior, grope for the consumption law of consumer groups, is characteristic of enterprise product brand development idea is put forward.译文企业品牌文化建设的研究Thompson M摘要品牌文化就是指文化特质在品牌中的沉积和品牌活动中的一切文化现象。
品牌战略研究外文翻译文献
品牌战略研究外文翻译文献品牌战略是企业在市场竞争中取得竞争优势的关键因素之一。
品牌战略的制定和执行对企业的长期发展具有重要意义。
本文将介绍一篇关于品牌战略研究的外文翻译文献，该文献探讨了品牌战略的关键要素和实施策略，以及如何利用品牌战略来提高企业的竞争力。
该文献的标题是“Building a Strong Brand: A Comprehensive Review and Integration of the Literature”。
文章首先介绍了品牌战略的定义和重要性。
品牌战略是指企业为了在市场上建立和维护品牌形象而采取的一系列战略活动。
通过建立强大的品牌，企业可以获得消费者的忠诚度和信任，提高产品或服务的销售额，从而在市场竞争中取得优势。
接下来，文献综述了品牌战略研究领域的相关文献，并对这些文献进行了分类和整合。
根据文献综述的结果，品牌战略的关键要素可以分为两个方面：内部要素和外部要素。
内部要素包括企业的核心竞争力、品牌定位和品牌资产。
核心竞争力是企业在特定领域内具有的独特能力，可以帮助企业在市场上获得竞争优势。
品牌定位是企业在消费者心中所占据的位置，包括品牌的形象、声誉和关联价值。
品牌资产是指企业所拥有的品牌价值和品牌资产，包括品牌知名度、品牌忠诚度和品牌关联度。
外部要素包括市场环境、竞争对手和消费者需求。
市场环境是指企业所处的市场环境和行业趋势，包括市场规模、市场增长率和市场分布。
竞争对手是指企业所面临的竞争对手和竞争态势，包括竞争对手的品牌实力、市场份额和市场策略。
消费者需求是指消费者对产品或服务的需求和偏好，包括消费者的购买行为、购买动机和购买决策。
在品牌战略的实施过程中，企业需要考虑这些关键要素，并制定相应的策略。
例如，企业可以通过提升核心竞争力来增强品牌的竞争力，通过精确定位来塑造品牌形象，通过品牌推广和宣传来提高品牌知名度，通过创新和研发来提高产品或服务的品质，以满足消费者的需求。
品牌建设文献
品牌建设文献品牌建设是指企业通过一系列的营销策略和活动，以及良好的品牌形象管理，来提升自身品牌的价值和影响力。
以下是一些与品牌建设相关的经典文献：1. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.- 该文献由Kevin Lane Keller撰写，提出了“基于顾客的品牌资产价值”的概念和模型，为品牌建设提供了理论基础。
2. Aaker, D. A. (1991). Managing brand equity: Capitalizing onthe value of a brand name. Free Press.- 该书由David A. Aaker撰写，系统性地介绍了品牌资产管理的理论与实践，并提出了多维度的品牌资产模型。
3. Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers.- 该书由Jean-Noël Kapferer撰写，详细阐述了品牌价值的构建和维护策略，以及如何在长期发展中管理品牌。
4. Riezebos, R. (2009). Brand management: A theoretical and practical approach. Pearson Education.- 该书由Rik Riezebos撰写，综合了品牌管理的理论和实践，包括品牌定位、品牌标识设计、品牌传播与沟通等方面的内容。
5. Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6),740-759.- 该文献由Kevin Lane Keller和David R. Lehmann合著，对品牌建设领域的研究成果进行了总结，提出了未来研究的重点和方向。
外文文献翻译-工商管理品牌建设策略
外文翻译Combination of American and Japanese Experience on Brand Building Strategy of Agricultural Products withChinese CharacteristicsFORM：Peer bination of American and Japanese Experience on Brand Building Strategy of Agricultural Products with Chinese Characteristics[J].Journal of Financial Research,2016(11):87-89 Abstract:after joining the WTO, the speed of agricultural market opening Chinese accelerated, facing strong impact from foreign agricultural products, so the development of differences in the characteristics of agricultural products, to create a unique brand of agricultural products, agricultural products Chinese is a powerful means of coping with competition. This paper from the aspects of quality management, scientific research, policy support, advertising and agricultural information analysis of the United States and Japan, the characteristics of agricultural products brand strategy, and the countermeasures to accelerate the development of Chinese characteristics of agricultural products brand put forward accordingly.Key words: the United States; Japan; Characteristic Agricultural Products; Brand Building;结合美日经验论中国特色农产品品牌建设策略来源：Peer Michael.结合美日经验论中国特色农产品品牌建设策略[J].财经研究杂志,2016(11):87-89摘要：加入WTO后,中国农产品市场开放速度加快,面临来自国外农产品的强力冲击,因此发展差异化的特色农产品、创建具有自身特色的农产品品牌,是中国农产品应对竞争的有力手段。
英文文献和翻译品牌战略
外文翻译：品牌战略原文来源：Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 1–6. ISBN 0-684-83924-5.译文正文：品牌管理是营销技术应用到具体产品，产品线或品牌。
它旨在提高产品的认知价值给客户，从而提升品牌特许经营与品牌资产。
营销人员认为这是一个隐含的承诺，一个品牌，人们的生活质量水平来从一个品牌预期将继续与购买相同产品的未来。
这可能会增加决策与竞争产品相比更有利的销售。
它也可能使制造商收取更多的产品。
品牌的价值是取决于它的利润总额为制造商产生。
这可能导致从增加的销售与价格上涨的组合，或降低销售成本（销货成本），或更有效的营销投资。
这些增强功能全部可以提高一个品牌的盈利能力，因此，“品牌经理”往往携带一个品牌的P与L（损益线管理责任制）的盈利能力，相比之下，市场营销人员经理的角色，这是分配给上述预算，管理与执行。
在这方面，品牌管理通常是在组织视为一个单独比市场更广泛与更战略性的作用。
由《Interbrand》与《Business Week》公布的每年最具价值的品牌名单中可以发现，公司的市场价值通常是由品牌决定。
麦肯锡公司是一家全球性咨询公司，在2000年的研究表明，相对股东比较弱的品牌，实力雄厚则品牌产生更高的回报。
两者合计，这意味着，品牌严重影响股东价值，最终品牌的首席执行官需要对其负责任。
管理学科的品牌开始了在宝洁公司的PLC作为一个由Neil 阁下麦克尔罗伊著名的备忘录的结果。
品牌管理原则一个好的品牌名称应：·受商标法保护。
·朗朗上口。
·容易被记住。
·容易被识别。
·在该品牌可以使用的范围内很容易被翻译成当地语言·吸引眼球。
·引出产品的优点（如：易关）·提升公司或产品形象。
品牌建设英文作文
品牌建设英文作文英文：Brand building is a crucial aspect of any business. It involves creating a unique identity for your company, which sets you apart from your competitors. There are several steps involved in building a brand, and it requires a lot of effort and dedication.Firstly, you need to define your brand's mission and values. This involves identifying what your company stands for and what you want to achieve. For example, if you're a clothing brand, your mission might be to create high-quality, sustainable fashion that empowers women.Next, you need to identify your target audience. Who are you trying to reach with your brand? What are their needs and desires? Understanding your audience is key to creating a brand that resonates with them.Once you have a clear understanding of your mission, values, and audience, you can start developing your brand's visual identity. This includes your logo, color scheme, typography, and overall aesthetic. Your visual identity should be consistent across all of your marketing materials, from your website to your social media profiles.Finally, you need to build brand awareness. Thisinvolves promoting your brand through various channels,such as advertising, PR, and social media. You want peopleto recognize your brand and associate it with the valuesand mission you've defined.Overall, brand building is a complex process that requires a lot of thought and effort. But if done correctly, it can be incredibly rewarding, helping you to stand out in a crowded market and build a loyal customer base.中文：品牌建设是任何企业的重要方面。
企业品牌战略研究外文文献及中文翻译
附件1：外文译文企业品牌战略研究在经济全球化的今天,如何适应国际化潮流,建立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。
本文在分析我国企业营销品牌战略发展状况的基础上，从品牌战略的内涵与其功能意义入手,探讨了品牌战略在企业营销中的作用.企业需要综合运用多种竞争手段提高品意，搞好品牌定位,塑造良好品牌形象。
一、日系品牌全线崩溃2006年11月22日上午,NEC宣布将推出2G及2.5G手机市场,这意味着继夏普、松下、东芝、三菱、三洋之后又一家日本手机厂商退出中国市场，日系手机除京瓷外几乎全部退出中国2G手机市场的争夺。
如果我们总结今天的中国家电市场与十年前有什么不同的话，我想，最大的不同就是,日系企业在中国的繁荣已经渐行渐远。
对于日系手机败退，乃至日系家电走到中国市场的低谷，主要原因有以下几点:一是企业制度呆板,决策困难，反应速度慢，与另市场现实格格不入,难以适应快速变化的中国市场；二是市场营销能力弱，产品规划能力不强，很难根椐自己对市场的判断与预测推出迎合消费需求的产品，一直处于跟风的被动局面，无法满足中国市场的需要;三是未能把握住产业转型最佳时机，是日系家电企业失去市场主导地位的重要原因。
日系企业在中国市场上走到边缘是否引起我们民族企业的深思？欲走国际化路线的企业又是否从“日系企业”的背后吸取教训？二、我国企业实施品牌战略的现状分析处第一,众多昔日名牌“昙花一现”。
中外企业在市场上的品牌大战,使刚刚成长起来的民族品牌受到极大的冲击。
上世纪80年代稍有知名度的品牌,不是被抢注商标，就是被收购、挤垮,即使残留下来的也是惨淡经营，真正发展起来的极为有限。
这里典型的案例,上世纪80年代至90年代初期，曾在空调界创下奇迹的华宝空调，在1998年被科龙收购,其后的品牌形象就一再下滑。
第二，品牌战略已日渐引起国内企业重视，政府的扶持。
自上世纪80年代改革以来，我国社会主义经济建设取得了令人瞩目的成就,从计划经济时代走向市场经济时代的中国企业，品牌经营无从无到有。
英语作文-设计服务行业的品牌建设策略分析
英语作文-设计服务行业的品牌建设策略分析In the realm of service design, branding is not merely about aesthetics or external perceptions; it is a comprehensive strategy that encapsulates the core values and promises of a service to its customers. A successful brand strategy in the service industry must be customer-centric, differentiating, and consistent across all touchpoints.Customer-Centric Approach:。
The cornerstone of any service brand strategy is to understand and meet the customer's needs and expectations. This involves meticulous research to comprehend the customer journey, identifying all the touchpoints, and ensuring that the brand message is clear and resonates with the target audience. The brand should reflect the quality, reliability, and value of the service it represents, creating a strong emotional connection with the customers.Differentiation:。
品牌建设英语作文150词
品牌建设英语作文150词Brand building is a crucial aspect of any business, as it helps to establish a strong identity and reputation in the market. There are several steps that businesses can take to effectively build their brand and achieve long-term success.Firstly, it is important to define the brand's values, mission, and vision. This involves identifying the unique selling proposition of the brand and determining the target audience. Once these elements are established, businesses can create a brand identity that reflects their values and resonates with their target audience.Secondly, businesses must focus on creating a consistent brand image across all channels. This includes developing a strong visual identity, such as a logo and brand colors, and ensuring that all marketing materials are consistent with the brand's messaging.Thirdly, businesses should focus on building a strong online presence. This involves creating a user-friendly website, developing a social media strategy, and engaging with customers through various online channels.Finally, businesses must prioritize customer experience and ensure that every interaction with the brand ispositive and memorable. This includes providing excellent customer service, delivering high-quality products or services, and consistently meeting customer expectations.In conclusion, brand building is a continuous process that requires dedication and effort. By defining thebrand's values, creating a consistent brand image, building a strong online presence, and prioritizing customer experience, businesses can successfully establish a strong brand identity and achieve long-term success.。
关于品牌价值的外文文献原文以及翻译译文
关于品牌价值的外文文献原文以及翻译译文INTERNATIONAL FACTORINGON THE BRAND STRATEGY AND COUNTERMEASURESRESEARCHBy T.BettinaWith economic development and people's living standards, increasing the wealth of material and products, business competition from products and services, competition, to a higher stage of the competition between brands. Brand is both a business products and services unique to the mark, to some extent also is a standard and commitment. It is a business permit to enter the market and consumers a bridge between the enterprises are relying on market positioning.Brand strategy and practice of systematic research, only started in the late 1980s. In 1988, Philip. Morris and Nestle's acquisition of two well-known, so that the brand value of the assets of the market to be officially confirmed, marking the modern era of the brand. Chinese enterprises in the theory and practice of brand strategy in recent years has made considerable progress and development, but the West still a big gap compared with developed countries. Promoting the brand strategy will help enterprises establish an advanced view of the market, and strengthen the awareness of the market.First, the concept of brand strategy-related analysis(A) the definition of brand and constituteThe most basic brand is defined as one intended to be used to identify (or group) vendor in terms of quality products and services names, terms, mark, symbol or design, or their combination, and intended to be used to distinguish one (or a group) and its vendor Competitors. Brands include brand names, trademarks and brand logo. Brand, in essence, represents the seller to the buyer on the delivery of the product features, benefits and services, consistent commitment to the brand is the best guarantee of quality.The brand is divided into 6 levels of meaning: attributes, interests, values, culture, personality, the user. Therefore, the most durable brand is the meaning of their values, cultures and personalities, including visual, emotional, the idea that they constitute the essence of the brand.(B) the definition of brand strategy with the aim of Brand Strategy, as its name implies, is the corporate brand to create, use and maintenance of the core, in its analysis of conditions and the external environment on the basis of the development of the overall business plan of action. From the practical point of view, is the choice of brand strategy, packaging, training, promotion and protection of a particular brand, reputation make it step by step and give full play to the effects of brand-name brands and companies to promote their own development and growth.The main purpose of the brand strategy is to create high visibility, high credibility, and a larger market share enormous economic benefits.First, high visibility. High-profile corporate products and services to smooth the sale an important factor in business and a great intangible asset.Secondly, the high degree of credibility. A high degree of credibility is a business and all employees and even years of hard struggle of several generations, well-formed operation of theenterprises and products in the market a good impression on the minds of consumers. To the consumer, the high degree of credibility means that the quality of high-tech content and a good level of service; cooperation of enterprises and banks, financing, a higher degree of redibility means that reliable and trustworthy. In a market economy, only about reputation, business can be the main market recognition can be long-term development.Thirdly, a larger market share. Market share from the market coverage and market share both to consider. Corporate brand through the implementation of the strategy, to increase brand awareness, reputation, business products and services to increase market share, which is good business to ensure effective.Fourth, the huge economic benefits. The success of the brand strategy can make the product more of the sales market, but also in the market than similar products of a higher sale price. As a result, brand-name products and good services to achieve significant sales and higher profits for companies bring in huge commercial profits.We can see that the brand strategy is to expand the direct purpose of the enterprise products and services in the market, so as to increase market share and achieved great economic benefits. In the long run, the brand strategy is to achieve the brand and grow the business and sustainable development.Second, China's enterprises of the importance of brand strategySince the reform and opening up, China's economy has experienced sustained growth for decades. With the economy expanding and opening up, China's domestic market has been in the international market has become an important component of China's enterprises to participate in international competition means great changes have taken place. World-renowned enterprise in an increasingly competitive and complex Chinese market, the implementation of brand strategy, brand China is facing severe challenges in international competition. In particular after the accession to the WTO, China will be in the majority of enterprises with foreign competitors in a powerful position face-to-face contest, a growing number of famous foreign brands will enter into our life. In the face of this unprecedented impact on the brand, China is only the implementation of brand strategy, create brand and corporate brand products in order to enter the international market and international market competition with foreign brand rivals. On the other hand, with progress in science and technology, consumer demand and continuous improvement in the level and pay attention to brand, the pursuit of brand and increase brand-name consumer phenomenon is increasingly clear, the implementation of corporate brand strategy is not only conducive to the expansion of market share, but also more Large economic benefits. China's domestic enterprises to take part in market competition, and only the implementation of brand strategy in order to enhance the competitiveness of enterprises in the competition.(A) business development must be to promote the growth of the brand strategyAs China's market economy reform, in particular China's accession to the WTO. China's all over the original system of small businesses, the impact of a market economy, gradually formed a number of cross-regional business and the well-known brands. In the competition, non-brand-name slowly out of the market, an industry often controlled by a few big brands, market competition into a major competition between brands. With the world-class international brands to enter China, domestic brands will lose the advantages of the original, faced with severe competition. In this case, the number of domestic famous brands have "Yi Zhi", or the acquisition by multinational companies, or joint ventures with foreign brands, domestic brands positions arenibbled away. The right to choose and implement the brand strategy to improve our products and services in the domestic market, step by step into the world, with the developed countries of the world famous enterprises match, China's entrepreneurs is incumbent upon the sacred mission. Number of national brand value of the industry (1,000,000 U.S. dollars)Coca-Cola Beverage 83845 U.S. 12 U.S. Microsoft software 56,654U.S. 3 IBM computer 437814 General Electric of the United States diversified 33,5205 Ford Motor of the United States 331976 Disney entertainment of the United States 32,2757 INTEL U.S. computer 300218 McDonald's 26,231 U.S. Food9 AT & T of the United States Telecom 2418110 Marlboro 21,048 U.S. tobacco11 NOKIA Finland Telecom 20694Mercedes-Benz car 12 Germany 1778113, Switzerland Nestle Beverage 17595Hewlett-Packard computer 17132 U.S. 1415, Guillermo personal belongings of the United States 15,89416 KODAK image of the United States 1483017 ERISSION Swedish telecommunications 14,76618 SONY Japanese electronics 1423119 U.S. financial services 12,550 American Stock Exchange20 TOKYO Japan Automobile 12,310Table 2-1 World brand value of the top 20 list (Source: /962577.html) You Shangbiao, it is not hard to see that the size of the value of the brand also reflects the brand owner (or group of transnational corporations) in the global enterprise or industry position and competitiveness.China's major cities has been a strong consumer brand awareness of the consumer, small and medium-sized cities and rural markets have gradually enhance brand awareness. Young people to pursue well-known consumer brands to achieve self-worth, has become a fashion, but they are small in the consumption of foreign brands such as Nestle, McDonald's grow up so as to pursue the development of foreign brands for fashion, which can not have Sighted people for the national brand of domestic concerns. In the Chinese market, foreign brands through joint ventures, wholly or in a variety of ways, such as mergers and acquisitions, to create a successful local brands. In contrast, China's opening up, in addition to an earlier, compared with full competition in the industry, such as household appliances, cosmetics, food and beverage industries better than brand development, the protection of national policy and restrictions on the industry, the real strength of the brand little. If you do not go on this way to strengthen the focus on brand protection, brand promotion of growth in these areas would not be able to enterprises and foreign enterprises to compete, can not be developed.(B) market in China has become the brand competitionWith the reform and opening up of China's socialist market economy and building the prosperous development of China's market situation has changed dramatically, showing thefollowing trends: from a single-system to the needs of the diverse needs of change; by the identical to the individual needs of demand Change; by the type of poverty, food and clothing needs-to-well-off, rich-changing needs. Require a change in demand for a corresponding change in supply, which led to the need to intensify competition among enterprises and changes in the way, in such circumstances, China has gradually formed the pattern of brand competition.First of all, competition among enterprises has been content to seek resources, the advantage into a commodity to seek technical advantages, strengths and talent brand, and technology, human resources advantages will ultimately have to be reflected in the brand. As a result, the economy entered a "relative surplus" of the times, the importance of resources has declined to seek brand has become a large enterprise to achieve long-term development of the most urgent task.This was followed by gradual means of competition on price-based competition means, in order to shift the main means of non-price competition. In the past, China's market price war among enterprises is the main means of competition, but consumer demand as by the type of food and clothing to the well-off-the-well-off change in the quality of goods at low cost is no longer subject to mainstream consumers, they are more important Is the brand, quality, service and so on non-price factors. Although the price reduction strategy in a certain period of time so that competitors at a disadvantage, but it will benefit their own business down, resulting in a lose-lose outcome. And rely on high quality, innovative products and superior service set up by the brand advantage, the enterprise market will rise, increasing economic efficiency, sustainable development of the enterprise.Finally, the structure of the competition has been limited to domestic competition among enterprises, to between domestic and foreign enterprises to compete more. Since China opened the door, a number of powerful multinational corporations in developed countries to enter the Chinese market on a large scale, with local enterprises in China's heated market competition, our international market competition, in an increasingly competitive market. As a result, Chinese enterprises should use the favorable conditions for local enterprises, and strive to create a national brand, with foreign brands and fight to safeguard national industries. Only after a firm footing in order to get out, to participate in the international market competition, international operations.关于当代品牌战略与对策的思考发展概况前景作者：T.贝蒂娜随着经济的发展和人们生活水平的提高，物质产品的日益丰富，企业经营的竞争已由产品的生产和服务的竞争，转向更高阶段的品牌之间的竞争。
企业品牌战略研究外文文献及中文翻译.doc
企业品牌战略研究外文文献及中文翻译..附件1：外文译文企业品牌战略研究在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。
本文在分析我国企业营销品牌战略发展状况的基础上，从品牌战略的内涵与其功能意义入手，探讨了品牌战略在企业营销中的作用。
企业需要综合运用多种竞争手段提高品意，搞好品牌定位，塑造良好品牌形象。
一、日系品牌全线崩溃XXXX年11月22日上午，NEC宣布将推出2G及2.5G手机市场，这意味着继夏普、松下、东芝、三菱、三洋之后又一家日本手机厂商退出中国市场，日系手机除京瓷外几乎全部退出中国2G手机市场的争夺。
如果我们总结今天的中国家电市场与十年前有什么不同的话，我想，最大的不同就是，日系企业在中国的繁荣已经渐行渐远。
对于日系手机败退，乃至日系家电走到中国市场的低谷，主要原因有以下几点：一是企业制度呆板，决策困难，反应速度慢，与另市场现实格格不入，难以适应快速变化的中国市场;二是市场营销能力弱，产品规划能力不强，很难根椐自己对市场的判断与预测推出迎合消费需求的产品，一直处于跟风的被动局面，无法满足中国市场的需要;三是未能把握住产业转型最佳时机，是日系家电企业失去市场主导地位的重要原因。
日系企业在中国市场上走到边缘是否引起我们民族企业的深思？欲走国际化路线的企业又是否从“日系企业”的背后吸取教训？二、我国企业实施品牌战略的现状分析处第一，众多昔日名牌“昙花一现”。
中外企业在市场上的品牌大战，使刚刚成长起来的民族品牌受到极大的冲击。
上世纪80年代稍有知名度的品牌，不是被抢注商标，就是被收购、挤垮，即使残留下来的也是惨淡经营，真正发展起来的极为有限。
这里典型的案例，上世纪80年代至90年代初期，曾在空调界创下奇迹的华宝空调，在1998年被科龙收购，其后的品牌形象就一再下滑。
第二，品牌战略已日渐引起国内企业重视，政府的扶持。
自上世纪80年代改革以来，我国社会主义经济建设取得了令人瞩目的成就，从计划经济时代走向市场经济时代的中国企业，品牌经营无从无到有。
企业品牌战略研究的论文外文文献及中文翻译
Brand Strategy ResearchResource: Kapferer, J.H Strategic Brand Management[J]. KoganPage, LondonEconomic globalization, how to adapt to international trends, establhave become pressingstrong b rand and enhance our competitiveness,Based on the analysis of the development ofissues facing e nterprises.corporate marketing brand strategy, based on the content of brand strato discuss the brand strategy in enterprisesignificance,an its functionalmarketing role. Enterprise needs to use a variety of means of competi to increase brand awareness, improve brand positioning, an create a g brand image.First, Japanese brands across the board defeatNovember 22, 2006 morning, N EC announced that it w ould withdrawfrom 2G and 2.5G mobile phone market, w hich means that, followingSanyo, a Japanese m obile phoneSharp, P anasonic, Toshiba, M itsubishi,manufacturers later withdraw from the Chinese market, J apanese m obilephone has almost all except Kyocera 2G mobile phone market in China ou of contention.If we sum up the Chinese household appliance market, t oday anydifferent from ten years ago, I think the biggest difference is that companies in China, Japanese home appliance m arket downturn, thesystem, d ecision-making following main reasons: First, rigid enterprisethe reaction was slow, incompatible with the reality of the difficult,to adapt t o the rapidly changing ChineseChinese market, i t i s difficultmarket; 2 is weak in marketing, product planning capacity is not stro to judge according to their marker launch t o meet consumeris d ifficultdemand and forecast products, follow the trend h as been in a passive can not satisfy market demand; Third, f ailure to grasp the situation,industry best time to transition is the Japanese home appliance compa lose an important reason for market dominance .Japanese companies come to the edge in the Chinese market is causin companies tothink deeply about our nation? To take the international r“Japanese Company” to the lessons learnedand whether the enterprise ofbehind?Second, the brand strategy implementation i n China the Current Situation”Many old famous “flash in the panChinese and foreign enterprisesin the Chinese market the brand war;century, ajust grow up to be a great impact onnational brands. The last80’s brand, not being registered by trademark, i s to belittle-knownacquired, squeeze, even if the residue is hard going down really devel very limited. Here a typical case, t he last century 80s to early 90s, h eworked in air conditioning sector hit wonders of the Warburg in 1998,acquired Kelon, the subsequent decline in brand image is repeated.Brand strategy has been an increasing emphasis on domestic enterpris caused the government to support.Since t he 80s of last century reform and opening up, China’s socialist economic construction has made remarkable achievements. F rom aplanned economy to market economy era Chinese companies, brand management has grown out of nothing.Information, local governments at all levels of emphasis on brand-na organization promoting the efforts, policies m easures have greatlycities enhanced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and otheron the Chinese famous enterprises incentives to 100 million, on Dali million Y uan, on brand-name companies have been cities for the100000yuan reward-200000yuan..Consumer40th InternationalJanuary 8th 2009 year t o January11th,theElectronics Show(CES) in Las Vegas Venetian h otel o pening. N ational enterprises in the CES, we achieve superior results.It is understood that this year there are 4000 people registered to parin thein China CES, including manufacturers, media and spectators,exhibition hall, there are 327 exhibitors.Haier is the world’s most“TWICE” named for the authoritative consumer electronics industry mediaChinese consumer electronics brand.3.The status of foreign brands in most sectors is still difficult toHowever, we should also s ee the face of numerous products o n the market, allows consumers blurted out genuinely few domestic brands. Wit the opening up further, to a number of big companies have to squeeze i the Chinese market, Chinese market, a time filled w ith “Sony”,brands,“Coca-Cola”, “Rejoice”, “Benz” and various o ther i nternationalmany of these names foreign brands violently hitting the national braled by Haier brand, “Konka” ,China .Although the appliance industry,“Changhong” , “TCL” and other domestic brands have developed well, but with the “Sony” , “Panasonic”“Samsung” and other brands, they are still“Lenovo” , “Founder” ,there competitive disadvantage; in the IT industry,’s competitiveness has improved significantly, “Great Wall” and the brandbut with Europe and the United States, Japan and other countries compain Consumer Goods market,to, brand awareness is still insufficient;companies have“P&G”, “Oliver” , “Henkel” , and other i nternationalformed the three pillars.Third, the brand strategy implementation in China Problems and Errors Currently, Chinese brands have a huge international marker opportunibrands h as been inevitable,but there are a lsoand space f or i nternationalbrand building is not unsatisfactory.Our Enterprise Brand Building ProblemsFactors from the point of micro-enterprises themselves: there is a l technology d evelopment, b rand competitiveness is not strong; b randlack of innovation and development capacity; small-scale personality,production and management, brand development lack of overall planningBrand awareness i soperations,abilityof weak exports and internationalnot strong; brand positioning is not clear, there is a large range o such as blindness. Speaking from the macro social f actors: socialsupport t he mechanisms need to be improved, p olicies and regulationspolicy, export-orientedneed to further strengthen the country’s industrialrole i n the promotion andsectors play differentpolicies for differentlimitation, the financial environment for business investment capacit market expansion ability and the important influence. The establishmen market system in China has for many years, d espite a significanthas not really adapt to thethere s tillimprovement but stillnot perfect,market economy, consumer psychology has not yet fully mature.2. The current situation of global economic integration, the error brand strategy implementation(1) Ignore the brand investment, profit-orientedBackground of economic globalization,competition isinternationalincreasingly reflected in the brand’s competition, the overwhelmingcompanies withmajority o f the modern world famous multinationalparticular emphasis on the use of brand strategy, brand such a full ra output through the form of multinational corporations gradually occupa of the international market, it is no exaggeration to say that now, thhas achieved global strategic objectives of transnational corporations weapon, is an important means to achieve capital expansion.Rome was not built in a day cold. B rand never be in the short t erminvented to be a long process of accumulation. Many enterprisesdo notclearly recognize this point, attempt to create a brand in a short t ignored the long-term planning and strategy.(2) Brand strategy is a systematicThe implementation of brand strategy is a systematic, enterprise str and the overall development of an important component of competitive strategy.The implementation of brand strategy is t o rely o n their overallquality and overall image enhancement, the need for scientificbut quit a few brand management idea and superb operational skills,poor performance a nd immediateplanner i n this regard w as particularlyimpact brand development, practical work in the emergence of many suc errors: If that job is to create a brand to take a good name to the improve product awareness, or what the product packaging; good brandvisual signs o nly; A dvertising is t he only way todrawing a satisfactorycultivate well-known brands, in addition to advertising in the mediaenterpriseproduct once formed, w ell-knownthe o ther n o attention; scalebrands on the naturally established; well-known brand is equivalent toimprove the product p rice. Some companiesprice, to be unrealisticallyeven go further in the brand Wrong Operation not hesitate to give upown brand business, with foreign companies, b rands, or to sell its ownsuch as our present more than 20 million “threebrand low-cost transfer,capital” enterprises, there 90% of the joint venture using the foreign b clean silver toothpaste factory in Ghuangzhou to 2 million yuan chea transfer to joint ventures and other brands, is one such outstanding of the terrible consequences of today has become increasinglyown brand, p roduct and intellectualdomestic enterprisesapparent-lostproperty rights, national industrial competitiveness lie!(3) Product is the enterprise competitive advantage in the market ca quickly imitated by competitors, beyond, the brand is insurmountable, and lasting competitive advantage c omes from innovation, in order to“status quo”“change” should beexpression of the core c ompetitiveness.TheBrand is t he c oncentratedbe out ofmarket is constantly changing face of any brand at any time to danger. Too much emphasis on the existing achievements, do not attach importance to innovation,leading to a lot o f brand-name “dismount”themajor reason. Coca-Cola’s former c hief marketing o fficer Sergio Z yman,the company logo products andservices are different “The brand is onlyweapon to open up the market,from competitors,is the most effectiveexcellent brand can make your product s tand out .” Products p hysical properties,quantity, price, q uality, service is very easy to imitatealso includes an competitors,Er brands, a long with the product i tself,attached product t o cultural background, e motional, consumer cognitionYong Yuan Li in the competition invisible things, so that e nterprisesundefeated. Consumer awareness deciding the fate of the brand has a di impact on consumer awareness. Brand is the difference between the markconsumer spending to enterprise important symbols isthe benchmark forbrand as the core has become a corporate restructuring and reallocati resources an important mechanism.Fourth, national enterprises in brand internationalization process o to brand positioning“quality first, winning byBacked by science and technology, establish a’s fashion elements, the outstanding quality” business philosophy, the brandindividualProduct quality is the cornerstone of creating brand. Competitivenes their products performance i n the competition for the brand, a nd brand competition while relying on the inherent quality of products. Growth the brand through a brand is the quality of a brand in the market dow also in most of a problem because of the quality. Therefore, it can b quality is the brand of life depends.In addition, enterprises should learn from successful experiences abEnterprises shouldto enhance their design a nd development capability.dare to challenge the new technology revolution to create their own br and increase m arket competitiveness; we must work hard in thetransformation.trend i n the world changes, the value o fPersonalizationhas been directly customer experience and the value of differentiationdetermined to achieve the final p roduct sales, personal s ervices are indispensable!2. To strengthen marketing, improve brand awareness, brand strategywill b e organically integrated in their overall strategy to promote theoverall development strategyThe implementation of brand marketing i s an important p art o f the strategy. By choosing the right marketing approach can be effectively to brand a household name brand, expand market share. Brand strategy not an isolated task, but the overall development strategy and busine closely related. A successful brand names more than just a brand its thing, related to business management of all major strategic decision, major strategic decisions were consciously carried out around the bra expand.3. Follow the laws of the brand design, brand image, brand and accurbrand performance a nd outstanding value emotionalmarket positioning,communicationBrand competition is not all-round competition; each brand has its market position. The basic method is not positioning to create a nov unique issues, but to manipulate what already exists in the heart, th of potential customers to buy soon tapped desire to make it into consshould take the market as guide, t echnology a s a impulse. E nterprisesmeans to adapt to changes in its requirements, such as the establishme information feedback system to collect information about changes in consumer, and constantly develop new products, provide consumers with personalized service, and meet the consumers to make their own in a go position in the competition.The world has entered the 21st century brand international competition,language into millions o fbranding has become a new internationalhouseholds. To establish the brand products in the market position esta a corporate image, is effective competition in the market means busin Brand is the core product; brand marketing is to defy the other. Ente management system must be adopted, t echnological innovation, and constantly improve the quality of products and services. At the same to increase the international competitiveness of the strategic brand r’s internationaland planning, and the comprehensive to enhance the brand competitiveness. Most Chinese enterprises in the growth stage now, br strength is weak, it is undoubted fact, however, based on industry, mwhile avoiding d isadvantages,choose the bestresources,and enterprisebrand strategy is a wise choice. Such as is now more prevalent and hreverse merger;well-known b rand o utside the company’s co-production,use the link strategy to redefine the brand image; with two or more b collaborate effectively formed alliances to improve their social accepbrand marketingof such brand. I n short choose the right brand strategy,creativety and attention to service; in order to achieve a sensationa and a strong brand impact, can the brand maintain vigor, forest stand world brand.11。
品牌建设英语
品牌建设英语In today's competitive market, building a brand is more than just a logo or a catchy slogan. It's about crafting a narrative that resonates with the consumer's values and aspirations.A strong brand identity is the cornerstone of successful marketing. It sets a business apart from its competitors, creating a unique presence that is instantly recognizable and memorable.Consistency is key in brand building. Every interaction, from the packaging to the customer service, should reflect the brand's core message and promise.Storytelling is an art that can elevate a brand. By sharing the brand's journey, values, and mission, it fosters an emotional connection with the audience, turning customers into loyal advocates.Social media has transformed the way brands engage with their audience. It offers a platform for two-way communication, allowing brands to listen to feedback and adapt their strategies accordingly.Innovation is crucial for a brand to stay relevant. As the market evolves, so too must the brand's offerings, ensuring that it continues to meet the needs and desires ofits target demographic.Sustainability is increasingly important in brand building. Consumers are more aware and concerned about the environmental and social impact of the products they purchase.Finally, the ultimate goal of brand building is to create a loyal customer base. This is achieved by delivering on the brand's promises and exceeding expectations, time and time again.。
品牌建设之路【外文翻译】
标题：The road of brand construction原文：Brand buildingBrand EquityThere is no uniform definition of brand equity till now. There are several different models of brand equity. Keller(1993) wrote an article about brand equity on JM, and made commentary study on the concept of brand equity. Farquhar(1990) defined brand equity as the added-value or added-benefit that brought by a brand to the product, which exceeds the use value of the product. D．Aaker(1991) believed that brand equity belongs to a series of assets or debts including brand, name, logo and symbol, which could increase or decrease the values of corresponding product or service to the company and customers. Keller(1993and 1998) defined brand equity from the customers’ perspective, and believed that the nature of brand equity is customers’ different response toward brand marketing based on their existing brand knowledge. Although scholars defined brand equity from different perspectives and with different focuses, they didn’t escape the scale of the following perspectives: brand equity based on customers, brand equity based on the market effects, and brand equity based on the output of the financial market. In 1993, Keller developed the CBBE model, which became the biggest milestone of brand equity study. Brand equity study based on customers has become the mainstream trend. In addition, brand recognition and brand association are the two elements that impact “Brand Equity” the most...Brand awarenessBrand awareness refers to the two-way association strength between the brand elements and product categories in customers’ memory and information of purchasing decisions. This subject can be described from the perspective of its depth and its breadth. Brand awareness depth means the possibility and easiness of a brand to appear in the customers’ memory, which is related to the possibility of a brand to be remembered and recognized; brand awareness breadth means number which willremind the customers of a specific purchasing or using scene of a brand, which is related to purchasing and consuming situation of the brand they remember. Brand awareness contributes to brand equity in multiple ways: first of all, brand awareness is the basis of brand association; secondly, brand awareness will affect consumers’ att itude toward bran; in addition, brand awareness will influence consumers’ brand selection and brand purchasing.Brand imageBrand image refers to consumers’ general perception and opinion toward a brand. It is the major driving force of brand equity. Brand image, along with brand strength, forms the foundation of a brand. It is the basis of the brand and the root of the integral image of the corporation. Brand strength determines and impacts brand image; you cannot build a strong brand just with a good image while without powerful strength. On the other hand, brand image manifests brand strength; you cannot build a brand empire based simply on powerful strength without a good image either. Only the close integration of the two aspects can satisfy consumers’psychological and material needs, and thus create a top-ranking company image.Brand image and brand identity are both distinctive and related. Their difference lies in that brand identity is the way brand strategists hope consumers see their brand, while brand image is how people in reality see the brand. Their relation is that brand identity is the resource and basis or brand image, and brand image is on a certain level the result of brand identity execution. If a company want to win the market, it is critical to create a brand image that will attract potential customers.CBBE MODELAccording to Keller’s opinion, this model is developed to answer the following two questions: first, which elements help build a strong brand? Second, how can a corporation build a strong brand?Keller believed that a firm builds its brand by using a series of creation tools, which is CBBE. CBBE model includes three sets of tools: selecting brand building elements, developing matching marketing mix, and varied ancillary elements that will affect consumers’ association toward a brand (product). Keller’s theory is abrand-building theory of “brand design + marketing mix”. More comprehensively speaking, the starting point and goal of thinking should be consumers’ value perception. Keller believed that a brand building process is one that integrates these tools (input), impacts consumers’ knowledge and brand association of a brand (transformation process), and then finally creates brand value (output). A strong brand or a well-known brand is one with high brand value. Keller believed the following eight aspects should be used to evaluate the final effects of brand building: brand loyalty, not vulnerable to competitive marketing, larger margin profits, flexibility of price-cutting, and consumers’non-sensitivity toward price-rising, increase of marketing communication result and efficiency, possible permissive profits and more active response toward brand extension.The CBBE model consists of four steps and six blocks for creating a strong brand.In CBBE model, there are four steps and six blocks for brand building. According to Keller’s opinion, this model is developed to answer the following two questions: first, which elements help build a strong brand? Second, how can a corporation build a strong brand? Based on CBBE model, it takes four steps to build a strong brand. The four steps have a temporal and logically precedence relation: building brand identity, create brand meaning, guiding correct brand response, and building a relation between the brand and the consumers. In the mean time, the above four steps rely on the six dimensions of brand building: brand salience, brand performance, brand imagery, consumer judgment, and consumer feeling and consumer resonance. Among them, brand salience corresponds to brand identity; brand performance and brand imagery correspond to brand meaning; consumer judgment and consumer feeling correspond to brand response; consumer resonance corresponds to brand relation.Step1. Brand Intensity –Who are you?First of all, to build a correct brand identity needs to build brand significance based on consumers. Brand significance is also closely related with the following issues: the frequency and easiness of this brand to be mentioned by consumers indifferent situations; how easy is this brand to be recognized by consumers; and the persuasiveness of the brand awareness. The two critical dimensions to differentiate brand significance are brand depth and brand breadth. Brand depth means easiness of a brand to be recognized by the consumers; brand breadth means the purchasing scale or consuming situation when the consumers think about this brand. A highly significant brand is able to make consumers purchase adequately, and always think this brand within the selective scale.Step2. Brand Meaning –What are you?Secondly, about how to create a suitable brand meaning, the key is to create a high brand performance, build a good brand image and a brand salience based on consumers. The identification of brand meaning, from the function perspective, refers to consumer association related to brand performance; from the abstract perspective, it refers to consumer association related to brand image. These associations can be formed through the consumers’ own experience,or through the information in the advertisement or word-of-mouth communication.Brand performance refers to product or service’s outward manifestation, which is to satisfy consumers’ functional requirements. It includes brand internal product or service features, and varied elements related to product or service. Specifically, brand performance includes the following dimensions: the primary and supplementary features of the product; product reliability, durability and serviceability; service efficiency, effect and the attitude of the service provider; product style and model; price.Brand performance. Brand performance refers to the way the product or service satisfies the consumers’ functional requirements, which is an inherent brand quality and the benefi ts provided to consumers’ by these qualities. Different products have different brand performance qualities, and provide different benefits to consumers. Generally, a brand has five important qualities and thus five kinds of benefits provided to consumers by these qualities. They establish the foundation of brand performance.Brand performance features(1)Primary and supplementary features of product. Product primary features are the preconditions to satisfy consumers’ requirements and desire, and the basi s of consumers’ expectancy on product performance level. For example, the hospitality is supposed to provide beds; restaurants are supposed to provide food; automobiles are supposed to be driven; etc. Meanwhile, besides these basic features, consumers also expect for some supplementary features: for example, they might hope the beds in the hospitality should be comfortable, and it would be better if there is a TV set, or the train, bus or passenger ticket booking service is available.（2）Product reliability, durability and serviceability. Reliability means consistency of product performance during a certain period. Durability refers to product economic expectancy. Serviceability means the convenience of product maintenance. Products provided to consumers should possess reliability, durability and serviceability. Therefore, consumers’ recognition toward product performance is influenced by the following factors: the timeliness and politeness of customer service and training.（3）Service effectiveness, efficiency and empathy. Service is the extension of product; it is an important component to realize product function and satisfy consumers’ requirements and desire. Therefore, brand product and its service are tightly integrated; service influences consumers’ bra nd association. Service effectiveness refers to how effective the brand satisfies consumers’ service requirements; service efficiency refers to the speed to provide service; service empathy means that the service provider has a sincere attitude and considers the consumers’ interest all the time. Therefore, service is a important aspect to build brand equity. The reason why Haier stand outs among so many electrical appliance brands with higher prices is due to its high efficiency and personalized service.（4）Style and design. Consumers’ association of a product does not only come from its function, but also from the aesthetic perspective like the size, shape, material and color of the product. Different products should have different styles and patterns toward different consumer groups to satisfy different requirements. Brand style and pattern depends on consumers’ perception, especially their perception during thepurchasing process. Therefore, observations should be conducted to understand and grasp consume rs’ preferences of product style and pattern, and communications should be made through corresponding media to instigate consumers’ association.（5）Price. In his Marketing Management, Philip Kotler pointed out that consume delivered value refers to the difference between the total value the consumer got and the total expenditure the consumer made. The major part of the expenditure is the currency expenditure, i.e. the price. Therefore, price is a standard of comparison consumers use to evaluate if the product or service they buy deserves its price; it is also a critical aspect that determines if consumers are satisfied after purchasing, and if brand loyalty could be established in the end. In the mean time, price can also create consumers’ brand association: for instance, associations like that a high price means a high value, a good taste and a high level. Among the same category products, the price position and fluctuation frequency of a brand name product will impact its brand association. For example, a high and stable priced product will associate consumers with a high quality of the product.Another dimension of brand meaning is brand image. Brand image is related to the product or service’s external assets, including abstract requirements such as the brand satisfying consumers’ psychological and social requirements. The brand image mentioned in the CBBE model is composed by four elements: consumer characteristics, purchasing channels and using conditions, specific characters and values, brand history, tradition and developing history.Step3 .Brand Response- What do I think or feel about you?Consumer Brand Resonance.In addition, efforts should be made in two aspects to guide correct brand response. Brand judgment refers to that the firm should focus on consumers’ opinion on the brand. Consumers’ judgment of a brand mainly included its quality, credibility, purchasing consideration, and superiority.Consumer Feelings. Brand feelings refer to consumers’ sensitive feelings toward a brand, including warmth, fun, excitement and security.Step4 .Brand Relationship- What kind of association and how much of a connection would I like to have with you?Last but not least, on building an appropriate consumer-brand relation, the key is to generate consumer resonance toward a brand. Brand resonance is composed of four dimensions: behavioral loyalty, which refers to the frequency and number of repeated purchasing; attitude attachment, which means that consumers think this brand is very special and unique, they love this brand, and they won’t swift to another brand selling the same-category product; sense of community refers to the connection between consumers by using product of this brand, and forming a subculture group; active engagement means that besides purchasing this brand, consumers are actively concerned about information of this brand, visit its website and actively participate related activilities.出处：David Aker. The road of brand construction[J].《Marketing》.2005.47(2)标题：品牌建设之路译文：品牌建设。
品牌建设的英语作文
品牌建设的英语作文The Essence of Brand Building.In the dynamic and competitive business landscape, brand building has emerged as a crucial aspect of corporate strategy. A strong brand not only enhances a company's market presence but also acts as a powerful tool for differentiation and customer loyalty. This essay delvesinto the intricacies of brand building, exploring its fundamental principles and the strategies that contribute to its success.The foundation of any brand is its identity. A clear and distinctive brand identity is crucial for setting a company apart from its competitors. This identity is shaped by a combination of factors, including the company's mission, values, products, and services. It is essentialfor brands to have a clear understanding of their core strengths and to communicate these effectively to their target audience.One of the most significant steps in brand building is the creation of a strong brand image. This involves developing a visual identity that is instantly recognizable and resonates with the target audience. A well-designed logo, consistent color palette, and typography can significantly contribute to the overall brand image. Additionally, the brand's tone of voice and messaging should align with its identity, creating a coherent and memorable experience for customers.Brand positioning is another crucial aspect of brand building. It involves determining how a brand wants to be perceived by its target audience and positioning it accordingly in the market. Understanding the competition and identifying unique selling points is essential for effective brand positioning. By highlighting its differentiating factors, a brand can carve out a niche in the market and establish itself as a preferred choice for consumers.The quality of a brand's products or services is alsointegral to its success. A brand cannot rely solely on marketing and branding efforts to sustain itself in thelong run. The products or services must meet or exceed the expectations of the target audience, creating a positive brand experience that encourages repeat purchases and brand loyalty.Customer engagement is another key aspect of brand building. Brands need to establish meaningful connections with their customers to create loyal brand followers. This can be achieved through various strategies, such asproviding exceptional customer service, engaging with customers on social media, and organizing events and campaigns that resonate with the target audience. By fostering a sense of community and belonging, brands can create a loyal customer base that acts as brand ambassadors, promoting the brand to their networks.Brand extension and franchising can further enhance a brand's reach and market share. By licensing the brand name and identity to other companies or individuals, a brand can expand into new markets and product categories, leveragingits existing brand equity. However, it is crucial forbrands to exercise caution when considering brand extension, ensuring that the extension aligns with the core brand values and does not dilute the brand image.In conclusion, brand building is a multifaceted process that requires a comprehensive understanding of the market, target audience, and competition. It involves creating a strong brand identity and image, positioning the brand effectively, delivering high-quality products or services, engaging customers, and considering strategic extensions.By committing to these principles and executing them consistently, brands can establish themselves as powerful and enduring presences in their respective markets.。
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品牌建设策略摘要：品牌建立在有形产品和无形服务的基础上。
有形是指产品的新颖包装、独特设计、以及富有象征吸引力的名称等。
而服务是在销售过程当中或售后服务中给顾客满意的感觉，让顾客体验到做真正“上帝”的幸福感。
让他们始终觉得选择买这种产品的决策是对的。
本文通过对品牌建设策略的阐释，指导企业建立自己独特的品牌。
关键词：品牌，品牌建设1品牌建设的定义是品牌管理和IMC运动的主要关切。
每一位营销者应该追求长期股权，注重每一个细节的战略。
因为一个小的消息失调会导致品牌延伸的巨大失败。
另一方面，他在消费者心中的心理过程。
干扰变数是一个有用的指标，以评估消费者对品牌延伸评估。
在整个分类理论和联想网络理论，消费者是否有能力处理成有用的知识，成为他们的信息。
他们将通过测量和比较核心的品牌，适合质量类别，以往的经验和知识，使困难的核心品牌之间的差异及延伸产品。
因此，在这篇文章中可以推断什么是消费者对品牌延伸评价的几点：1、核心品牌质量创造了一个品牌和低消费的影响评估适合的强势地位。
2、核心品牌之间的相似性和延伸，是消费者对适合知觉的主要关切。
较高的相似性是适合高的看法。
3、消费者的知识和经验影响评价之前，延伸产品踪迹。
4、更多的延伸产品创新时，可以感觉到更大的积极配合。
一个成功的品牌战略依赖于信息沟通和一致的清晰的品牌形象。
品牌延伸的负面影响将导致对母品牌及品牌系列极大的损害。
从管理和营销的角度来看，一个品牌应该保持在一个长期的一致性和连续性的品牌信息的方式和协会的运作。
由于从品牌延伸的影响，负面影响是巨大的，久治不愈。
每一个消息或品牌延伸可以稀释性的品牌。
品牌延伸或品牌延伸是一种营销策略，其中一个公司的营销与发展良好的形象的产品用于不同的产品类别中的同一品牌名称。
新产品被称为剥离。
组织使用这一战略，以增加和利用品牌权益（定义：净资产，距离著名的名称长期可持续性）。
品牌延伸的一个例子是果胶，明胶果冻布丁创造持久性有机污染物。
它增加了从多个产品类别的产品品牌名称的认识，提高盈利能力。
一个品牌的“可扩展性”有多强，取决于消费者协会是该品牌的价值观和目标。
在20世纪90年代，81品牌延伸用于引进新品牌，创造销售推出新产品新产品％，不仅费时，但也需要一个大的预算，创造意识，促进产品的延伸，是一有利的品牌和新产品开发战略，可以减少使用母品牌名称，以提高消费者的知觉，由于核心品牌资产的财务风险。
虽然可以在品牌延伸战略的重大利益，也可能有重大风险，在稀释或严重受损的品牌形象造成的。
品牌延伸选择不当可能会淡化和恶化的核心品牌，损害品牌权益。
绝大多数的文献集中于消费者对母品牌的评价和积极的影响。
在实际情况下，品牌延伸的失败是在高于成功率。
一些研究表明，负面影响可能会淡化品牌形象和权益。
在品牌延伸，负相关和错误的沟通战略的积极影响，但损害母品牌甚至品牌家族。
产品扩展是同父产品版本满足了目标市场，并增加了提供多种。
产品延伸的一个例子是，在同一产品的汽水可乐类主场迎战健怡可乐。
采取这种策略是由于品牌的忠诚度和品牌意识，他们享受的消费者更倾向于购买一个新产品上有一个审判和值得信赖的品牌名称。
这意味着市场是因为他们接受一个他们信任的品牌产品和可口可乐是因为他们可以增加他们的产品组合，他们有一个更大的市场举行了中，他们表演英寸照顾照顾2品牌延伸的类型品牌延伸的研究主要集中于推广和消费者对母品牌态度的评价。
首先，在“补”的是，消费者需要两个产品（延伸和母品牌产品）类作为补充，以满足其特定需求。
其次，“替补”表示两种产品是相同的用户情况，并满足他们，这意味着产品类很相似，所以，可以互相替代，相同的需求。
最后，“转让”是延伸产品和制造商之间的“反映了企业经营的任何知觉在第一类产品的能力，在第二类产品”的关系。
前两个措施，着眼于消费者的需求，最后一个对企业的能力为主。
品牌并不总是遵循一个合理的路线。
一个错误可能会损坏所有的品牌资产。
一个典型的例子是扩展失败可口可乐在1985年推出“新可乐”。
尽管最初接受了对“新可乐”的反弹很快出现在消费者。
可口可乐不仅没有成功地开发新的品牌，但原有的风味销售也有所下降。
可口可乐不得不做出巨大努力恢复谁已变成百事可乐的客户。
研究表明，品牌延伸是一个冒险的策略，以增加销售或品牌资产。
它应该考虑的母品牌没有什么类型的推广使用质损伤。
为例。
BIC的笔试图生产的BIC连裤袜。
首先，在“补”的是，消费者需要两个产品（延伸和母品牌产品）类作为补充，以满足其特定需求。
其次，“替补”表示两种产品是相同的用户情况，并满足他们，这意味着产品类很相似，所以，可以互相替代，相同的需求。
最后，“转让”是延伸产品和制造商之间的“反映了企业经营的任何知觉在第一类产品的能力，在第二类产品”的关系。
前两个措施，着眼于消费者的需求，最后一个对企业的能力为主。
从线路延伸到品牌延伸，然而，有许多不同的方式推广，如“品牌联盟”，联合品牌或“品牌的延续”。
塔伯（1988）提出七个战略，以确定诸如产品与母品牌的利益，有不同的价格或质量等在他的建议，它可以扩展成两个相同的产品的类别延伸宗，与产品相关的延伸和关联非产品的品牌延伸相关association.Another形式，是有执照的品牌延伸。
如果品牌拥有者的合作伙伴（有时与竞争对手）谁需要对制造商和新产品的销售责任，支付使用费每一个产品销售的时间。
3分级理论研究人员倾向于使用他们的基本理论，探讨关于品牌延伸的联系“范畴论”。
当消费者面对成千上万的产品，他们不仅初步混乱和无序考虑，不过也可以尝试进行分类的品牌联想，或与现有的内存映像。
当两个或更多的产品出口在消费者面前，他们可能会重新回忆帧品牌形象，对新引进的概念。
消费者可以判断或评估其类别内存扩展。
他们划分为特定的品牌或产品类标签的新的信息和储存。
这个过程不仅关系到消费者的经验和知识，而且还参与和品牌选择。
如果品牌协会是密切相关的扩展，消费者可以感知的品牌延伸契合度之间。
一些研究表明，消费者可能忽视或克服扩展名从失调，尤其是旗舰产品，是指不符合旗舰稀释股权的感知的低。
品牌延伸失败文学与品牌延伸的负面影响是有限的，结果发现不一致的揭示。
阿克尔和凯勒的早期作品（1990年）发现没有明显的证据表明，品牌名称可以通过品牌延伸成功稀释。
相反，洛肯和Roedder，约翰（1993年）表明，稀释效果确实发生时，在产品的品类和品牌的信念不一致的延伸。
可拓失败可能来自与母品牌，一个熟悉的相似性和缺乏信息和不一致的法团校董会连接困难。
“综合导向的品牌资产可稀释显着功能和非功能属性基变量”，这意味着确实发生在稀释品牌延伸到母品牌。
推广这些失败使消费者产生负的或新的协会，甚至涉及到母品牌的品牌家族或扰乱和混淆的原品牌形象和意义。
此外，马丁内兹和Chernatony（2004）分类两种类型的品牌形象：一般品牌形象和产品品牌形象。
他们认为，如果品牌名称强劲，耐克和索尼足够的负面影响并没有对一般品牌形象具体损害和“稀释效应是对产品品牌形象大于对一般品牌形象”。
因此，消费者可以维持他们对母品牌属性和感情有关的信仰，但是他们的研究确实表明，“品牌延伸冲淡了品牌形象，改变信仰和消费者心中协会”。
旗舰产品是摇钱树一个确定的。
营销花费的预算和时间来创造最大的曝光和对产品的认识。
从理论上说，旗舰产品通常有最高的销售其产品种类和最高的认识。
在阿克尔和Keller（1990）的研究报告说，尽管这些名牌不是从失败的扩展危害，一些证据表明，有很大的稀释效应和即时的损害的主打产品及品牌系列。
尽管如此，一些研究表明，尽管整体亲子信念是稀释;的旗舰产品将不会受到伤害。
此外，品牌延伸也是“关于减少品牌[西文]消费者的感情和信仰。
”建立一个强大的品牌，有必要建立一个“品牌阶梯”。
参考文献[1] 亨利·阿塞尔．消费者行为和营销策略．机械出版社．1999．[2]菲利普·科特勒．市场营销学[M]．北京：华夏出版社．2003．[3]菲利普·科特勒．新竞争[M]．北京：中国商业出版社．1998．[4] 菲利普·科特勒著．营销管理．中国人民大学出版社．2000．[5] 安妮·T·科兰等．营销渠道．北京：电子工业出版社．2004．Brand building strategyABSTRACT：Brand in tangible products and intangible service basis. Tangible product is the innovative packaging, unique design, as well as symbolic attractive names. And the service is the sales process or after-sales service to customers satisfied with the feeling that allow customers to experience the real "God" feeling of happiness. Let them feel that the choice to buy the product of the decision. Based on the elaborate brand strategy to guide enterprises to establish their own unique brands.Keyword: brand，brand buildingBrand buildingBrand equity is defined as the main concern in brand management and IMC campaign. Every marketer should pursue the long term equity and pay attention to every strategy in detail. Because a small message dissonance would cause great failure of brand extension. On the other hand, consumer has his psychology process in mind. The moderating variable is a useful indication to evaluate consumer evaluation of brand extension.Throughout the categorisation theory and associative network theory, consumer does have the ability to process information into useful knowledge for them. They would measure and compares the difference between core brand and extension product through quality of core brand, fit in category, former experience and knowledge, and difficulty of making. Consequently, in this article may conclude some points about consumer evaluation of brand extension:1. Quality of core brand creates a strong position for brand and low the impact of fit in consumer evaluation.2. Similarity between core brand and extension is the main concern of consumer perception of fit. The higher the similarity is the higher perception of fit.3. Consumer’s knowledge and experience affect the evaluation before extension product trail.4. The more innovation of extension product is, the greater positive fit can perceive.A successful brand message strategy relies on a congruent communication and a clear brand image. The negative impact of brand extension would cause a great damage to parent brand and brand family. From a manager and marketer’s perspective, an operation of branding should maintain brand messages and associations within a consistency and continuum in the long way. Because the effects of negative impact from brand extension are tremendous and permanently. Every messages or brand extension can dilute the brand in nature.Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category. A brand's "extendibility" depends on how strong consumer's associations are to the brand's values and goals.In the 1990s, 81% of new products used brand extension to introduce new brands and to create sales Launching a new product, is not only time consuming but also needs a big budget to create awareness and to promote a product's benefits.Brand extension is one of the new product development strategies which can reduce financial risk by using the parent brand name to enhance consumers' perception due to the core brandWhile there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity. Most of the literature focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family.Product extensions are versions of the same parent product that serve a segment of the target market and increase the variety of an offering. An example of a product extension is Coke vs. Diet Coke in same product category of soft drinks. This tactic is undertaken due to the brand loyalty and brand awareness they enjoy consumers are more likely to buy a new product that has a tried and trusted brand name on it. This means the market is catered for as they are receiving a product from a brand they trust and Coca Cola is catered for as they can increase their product portfolio and they have a larger hold over the market in which they are performing in.Types of brand extensionBrand extension research mainly focuses on the consumer evaluation of extension and attitude of the parent brand.First of all, the “Complement” is that consumer takes two product (extension and parent brand product) classes as complement to satisfy their specific needs. Secondly, the “Substitute” indicates two products have same user situation and satisfy their same needs which means the products class is very similar so that can replace each other. At last, the “Transfer” is the relationship between extension product and manufacturer which “reflects the perceived ability of any firm operating in the first product class to make a product in the second class”. The first two measures focus on the consumer’s demand and the last one focuses on firm’s ability.Branding does not always follow a rational line. One mistake can damage all brand equity. A classic extension failure example would be Coca Cola launching “New Coke” in 1985. Although initially accepted a backlash against “New Coke” soon emerged among consumers. Not only did Coca Cola not succeed in developing a new brand but sales of the original flavour also decreased. Coca Cola had to make considerable efforts to regain customers who had turned to Pepsi cola.Although there are few works about the failure of extensions, literature still provides sufficient in depth research around this issue. Studies also suggest that brand extension is a risky strategy to increase sales or brand equity. It should consider the damage of parent brand no matter what types of extension are used. Example. BIC Pens tried to produce BIC pantyhose. You can read some more hereFirst of all, the “Complement” is that consumer takes two product (extension and parent brand product) classes as comp lement to satisfy their specific needs. Secondly, the “Substitute” indicates two products have same user situation and satisfy their same needs which means the products class is very similar so that can replace each other. At last, the “Transfer” is the re lationship between extension product and manufacturer which “reflects the perceived ability of any firm operating in the first product class to make a product in the second class”. The first two measures focus on the consumer’s demand and the last one focuses on firm’sFrom the line extension to brand extension, however, there are many different way of extension such as "brand alliance", co-branding or “brand franchise extension”. Tauber (1988) suggests seven strategies to identify extension cases such as product with parent brand’s benefit, same product with different price or quality, etc. In his suggestion, it can be classified into two category of extension; extension of product-related association and non-product related association.Another form of brand extension, is a licensed brand extension. Where the brand-owner partners (sometimes with a competitor) who takes on the responsibility of manufacturer and sales of the new products, paying a royalty every time a product is sold.Categorisation theoryResearchers tend to use “categorisation theory” as their fundamental theory to explore the links about the brand extension. When consumers face thousands of products, they not only are initially confused and disorderly in mind, but also try to categorise the brand association or image with their existing memory. When two or more products exit in front of consumers, they might reposition memories to frame a brand image and concept toward new introduction. A consumer can judge or evaluate the extension by their category memory. They categorise new information into specific brand or product class label and store it. This process is not only related to consumer’s experience and knowledge, but also involvement and choice of brand. If the bra nd association is highly related to extension, consumer can perceive the fit among brand extension. Some studies suggest that consumer may ignore or overcome the dissonance from extension especially flagship product which means the low perceived of fit doe s not dilute the flagship’s equity.Brand extension failureLiterature related to negative effect of brand extension is limited and the findings are revealed as incongruent. The early works of Aaker and Keller (1990) find no significant evidence that brand name can be diluted by unsuccessful brand extensions. Conversely, Loken and Roedder-John (1993) indicate that dilution effect do occur when the extension across inconsistency of product category and brand beliefs. The failure of extension may come from difficulty of connecting with parent brand, a lack of similarity and familiarity and inconsistent IMC messages.“Equity of an integrated oriented brand can be diluted significantly from both functional and non-functional attributes-base variables”, which me ans dilution does occur across the brand extension to the parent brand. These failures of extension make consumers create a negative or new association relate to parent brand even brand family or to disturb and confuse the original brand identity and meaning.In addition, Martinez and de Chernatony (2004) classify the brand image in two types: the general brand image and the product brand image. They suggest that if the brand name is strong enough as Nike or Sony, the negative impact has no specific damage on general brand image and “the dilution effect is greater on product brand image than on general brand image”. Consequently, consumers may maintain their belief about the attributes and feelings about parent brand, however their study does show that “bra nd extension dilutes the brand image, changing the beliefs and association in consumers’ mind”.The flagship product is a money-spinner to a firm. Marketer spends budget and time to create maximum exposure and awareness for the product. Theoretically speaking, flagship product is usually had the top sales and highest awareness in its product category. In spite of Aaker and Keller’s (1990) research which reportsthat prestigious brands are not harmed from failure of extensions, some evidence shows that the dilution effect has great and instant damage to the flagship product and brand family. Still, some studies suggest that even though overall parent belief is diluted; the flagship product would not be harmed. In addition, brand extension also “diminish[es] consumer’s feelings and beliefs about brand name.” To establish a strong brand, it is necessary to build up a “brand ladder”.Reference[1]Henry. A Seer consumer behavior and marketing strategy machinery Press, 1999[2]Philip. Kotler Marketing [M] Beijing: China Press, 2003[3]Philip. Kotler new competition [M] Beijing: China's Commercial Press, 1998[4]Philip Kotler of the Chinese People's Marketing Management University Press, 2000[5] Anne. T. Kelan marketing channels such as Beijing Electronics Industry Press, 2004。