论文部分内容阅读
企业生产的是产品,而消费者购买的是品牌。品牌能有效地影响消费者的购买决策,是企业利润的来源。企业进行市场营销的重要使命就是构建强势品牌,也就是打造具有一定资产的品牌。何谓品牌资产,根据美国品牌管理专家Kevin的研究,基于顾客的品牌资产就是:顾客品牌知识所导致的对营销活动差异化反应。这样的认识说明品牌资产有三个主要部分:第一是品牌知识;第二是差异化;第三是顾客对品牌的反应及行为。
Enterprises produce products, and consumers buy the brand. The brand can effectively influence consumer buying decisions, is the source of corporate profits. An important mission of business marketing is to build a strong brand, which is to create a certain brand of assets. What is brand equity? According to Kevin, a U.S. brand management expert, customer-based brand equity is the differentiated response to marketing campaigns caused by customer brand knowledge. This understanding shows that there are three main components of brand equity: the first is the brand knowledge; the second is the difference; the third is the customer’s response to the brand and behavior.