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Term |
Definition |
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Brand |
The brand was referred to as the identification market of the business that helps the consumer to diversify and identify the product and differentiation from other businesses. 品牌被称为企业的识别市场，帮助消费者多样化和识别产品以及与其他企业的差异化。 The brand was also the Intangible Assets and image of
the company; A good brand usually means a good sale for the business. This is
because the brand was the first approach how consumers recognize and understand
your product. 品牌也是公司的无形资产和形象； 一个好的品牌通常意味着对企业的良好销售。 这是因为品牌是消费者识别和理解您的产品的第一种方式。
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Component of Brand creating |
Element 1.)
Logo / packaging / designing / quality / Symbol quality
/ Function and other more which can represent the product.
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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 electricity) 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 The basic characteristic necessary for the
functioning of the product (e.g., Power bank should be able to recharge,
support, and be compatible with a different types 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 the 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 provides to
consumers 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 functional power banks) 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） |
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Effect 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。
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Effect 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。 |
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Branding challenges |
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Information of material exposure ·
Pressure on Prices and cost · Competition from competitors 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 |
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How to measures brand performance |
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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 |
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