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留学作业:什么是品牌资产营销

时间:2016-02-13 17:35来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
什么是品牌资产营销

品牌是当今市场的一个基本组成部分。我们可以看到,在任何地方,有名品牌和强大的品牌都成功地跨越了各种各样的产品类别(坎贝尔,2002)。其目的是识别某个销售者或群销售者的产品或服务,使美国市场营销协会区别竞争对手(坎贝尔,2002;杰文斯,2002;贝尔曼,2005)。 然而,对一个品牌客户的角度是不同的,一个制造商可能被定义为“他/她所有的总积累经验,并且与客户接触点的建立”(卡普费雷,2004,引用VEL et al.,2011)。消费者的知识和信任的概念是建立一个品牌的核心。
 
目前,品牌不仅仅是给一个品牌名称。品牌是企业和品牌版面,因此,它是任何组织的营销功能的一部分。 品牌是一个很有创意的过程,这是品牌先锋沃尔特·兰道说的,产品在工厂中进行,但品牌是在头脑中创造(VELetal.,2011)。 品牌,是市场细分和产品差异化战略的结果。每一个品牌都尝试在产品的范畴中识别自己,然后试着去控制它。 在当今世界,有各种各样的形状,大小,质地和其他差异化特征的基础上我们在口味和传统上的选择;这从我们所驾驶的车到我们所消费的食物表现明显。这些品牌是为了使消费者的脑海里出现价值,这取决于产品持有的个性。 每一个品牌都有自己鲜明的个性来吸引不同的消费者(Sheena and Naresh,2012)。

What Is Brand Equity 
 
Brand is a fundamental part of todays market place. Anywhere we look, there are brands and strong brands are the ones which successfully come across a wide variety of product categories (Campbell, 2002). It has been described as "a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of the competitors" by The American Marketing Association (Campbell, 2002; Jevons, 2005; Bellman, 2005). However, the customer point of view of a brand is different from that of a manufacturer and could be defined as "the total accumulation of all his/her experiences, and is built at all points of contact with the customer" (Kapferer, 2004, cited by Vel et al., 2011). The two concepts of consumer knowledge and trust are at the heart of building up a brand.
 
At present, branding is much more than just giving a brand name. A brand is rather the face of the company and branding is therefore, a part and parcel of marketing function of any organisation now. Branding is a very creative process and as said by Branding pioneer Walter Landor "products are made in the factory, but brands are created in the mind‟ (Vel et al., 2011). Brands, actually, are a result of the strategy of marketing segmentation and product differentiation. Every brand tries to identify itself completely with the category of the product and then tries to have a control over it. In the current world, there are brands of variety of shapes, sizes, texture and other differentiating features based on our choices, tastes and traditions; which is evident from the cars we drive to the food we consume. These brands are meant to arise interests in the minds of the consumers, depending on the personalities they hold. This is how every brand has its own distinct personality that appeals to different consumers in different ways (Sheena and Naresh, 2012).(责任编辑:anne)


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