看向世界SpotWorld: 品牌管理笔记Brand Management Simple Note Part 1 (含华语翻译与解释）

Term	Definition
Component of Brand creating	Element 1.) Logo / packaging / designing / quality / Symbol quality / Function and other more which can represent the product.
5 Level for Meaning for a product	Core benefit level核心利益 Fulfill the basic needs / benefit to the consumer / Main solution provide to consumer (e.g., power bank should be able to store the electric) 满足消费者的基本需求/利益/提供给消费者的主要解决方案（例如，移动电源应该能够储存电力） Generic product level基础产品 Basic characteristic which necessary for the functioning of the product (e.g., Power bank should be able to recharge, support and compatible of different type of cable) 产品运行所必需的基本特性（例如，移动电源应能够充电、支持和兼容不同类型的电缆） Expected product level预期产品 The expectation of product from the consumer. (e.g., Power bank should have larger capacity and long-lasting use) 消费者对产品的期望。（例如，移动电源应该有更大的容量和更持久的使用） Augmented product level附加产品 The additional feature or benefit that provide to consumer to obtain advantages and differentiation purpose. (e.g., After-sales services, delivery, installation) 提供给消费者以获得优势和差异化目的的附加特征或利益。（例如，售后服务、送货、安装） Potential product level潜在产品 The future possibilities of the product development and potential (e.g., smaller and more function power bank) 产品开发的未来可能性和潜力（例如，更小和更多功能的移动电源）
Affect of Brand to Consumer	Reputation / Credibility / Recognition / Identifying and lead to an impact of purchasing decision and behavior. 声誉/信誉/认可/识别并导致购买决策和行为的影响。
Affect of Brand to Firm	Decreasing the risk in terms of functional, physical, financial, social psychological, cost and time. 降低功能、物理、财务、社会心理、成本和时间方面的风险。
Branding challenges	· Information of material exposure · Pressure on Prices and cost · Competition from competitor and industry · Media visibility and transformation · Cross cultural and nation border · Disintermediation / reintermediation · Connection with consumer · Unexpected change of situation such as trends and technology · Partner performances
How to measures brand performance	· Degree of Brand awareness品牌知名度 · Sales and repurchase销售和回购 · Brand loyalty品牌忠诚度 · Brand advocacy品牌宣传 · Consideration and purchase intent考虑和购买意向