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1、標(biāo)題：Theroadofbrconstruction原文：BrbuildingBrEquityThereisnounifmdefinitionofbrequitytillnow.Thereareseveraldifferentmodelsofbrequity.Keller(1993)wroteanarticleaboutbrequityonJMmadecommentarystudyontheconceptofbrequity.Farqu

2、har(1990)definedbrequityastheaddedvalueaddedbenefitthatbroughtbyabrtotheproductwhichexceedstheusevalueoftheproduct.DAaker(1991)believedthatbrequitybelongstoaseriesofassetsdebtsincludingbrnamelogosymbolwhichcouldincreased

3、ecreasethevaluesofcrespondingproductservicetothecompanycustomers.Keller(19931998)definedbrequityfromthecustomers’perspectivebelievedthatthenatureofbrequityiscustomers’differentresponsetowardbrmarketingbasedontheirexistin

4、gbrknowledge.Althoughscholarsdefinedbrequityfromdifferentperspectiveswithdifferentfocusestheydidn’tescapethescaleofthefollowingperspectives:brequitybasedoncustomersbrequitybasedonthemarketeffectsbrequitybasedontheoutputo

5、fthefinancialmarket.In1993KellerdevelopedtheCBBEmodelwhichbecamethebiggestmilestoneofbrequitystudy.Brequitystudybasedoncustomershasbecomethemainstreamtrend.Inadditionbrrecognitionbrassociationarethetwoelementsthatimpact“

6、BrEquity”themost...BrawarenessBrawarenessreferstothetwowayassociationstrengthbetweenthebrelementsproductcategiesincustomers’memyinfmationofpurchasingdecisions.Thissubjectcanbedescribedfromtheperspectiveofitsdepthitsbread

7、th.Brawarenessdepthmeansthepossibilityeasinessofabrtoappearinthecustomers’memywhichisrelatedtothepossibilityofabrtoberememberedrecognizedbrawarenessbreadthmeansnumberwhichwillbuildingtheyof“brdesignmarketingmix”.Mecompre

8、hensivelyspeakingthestartingpointgoalofthinkingshouldbeconsumers’valueperception.Kellerbelievedthatabrbuildingprocessisonethatintegratesthesetools(input)impactsconsumers’knowledgebrassociationofabr(transfmationprocess)th

9、enfinallycreatesbrvalue(output).Astrongbrawellknownbrisonewithhighbrvalue.Kellerbelievedthefollowingeightaspectsshouldbeusedtoevaluatethefinaleffectsofbrbuilding:brloyaltynotvulnerabletocompetitivemarketinglargermarginpr

10、ofitsflexibilityofpricecuttingconsumers’nonsensitivitytowardpricerisingincreaseofmarketingcommunicationresultefficiencypossiblepermissiveprofitsmeactiveresponsetowardbrextension.TheCBBEmodelconsistsoffourstepssixblocksfc

11、reatingastrongbr.InCBBEmodeltherearefourstepssixblocksfbrbuilding.AccdingtoKeller’sopinionthismodelisdevelopedtoanswerthefollowingtwoquestions:firstwhichelementshelpbuildastrongbrSecondhowcanacpationbuildastrongbrBasedon

12、CBBEmodelittakesfourstepstobuildastrongbr.Thefourstepshaveatempallogicallyprecedencerelation:buildingbridentitycreatebrmeaningguidingcrectbrresponsebuildingarelationbetweenthebrtheconsumers.Inthemeantimetheabovefoursteps

13、relyonthesixdimensionsofbrbuilding:brsaliencebrperfmancebrimageryconsumerjudgmentconsumerfeelingconsumerresonance.Amongthembrsaliencecrespondstobridentitybrperfmancebrimagerycrespondtobrmeaningconsumerjudgmentconsumerfee

14、lingcrespondtobrresponseconsumerresonancecrespondstobrrelation.Step1.BrIntensity–WhoareyouFirstofalltobuildacrectbridentityneedstobuildbrsignificancebasedonconsumers.Brsignificanceisalsocloselyrelatedwiththefollowingissu

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