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Term |
Definition |
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Marketing Advantages of Strong Brands |
Improved perceptions of product
performance 改进对产品性能的看法 Greater loyalty 更高的忠诚度 Less vulnerability to competitive
marketing actions 不易受到竞争性营销活动的影响 Less vulnerability to marketing crises 不易受到营销危机的影响 Larger margins 更大的利润 More inelastic consumer response to
price increases 消费者对价格上涨的反应更加缺乏弹性 More elastic consumer response to price
decreases 消费者对价格下降的反应更具弹性 Greater trade cooperation and support 加强贸易合作和支持 Increased marketing communication
effectiveness 提高营销传播效率 Possible licensing opportunities 可能的许可机会 Additional brand extension opportunities 额外的品牌延伸机会 Building Of entry barrier 构造进入壁垒 Increasing value in Stock market. 股票市场的增值。 Increasing market influence 增加市场影响力 |
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Consumer-Based
brand equity (CBBE) CBBE模型 |
CBBE model use to answer two questions:
How to form build strong brand: 1.)
Establish correct brand identity 2.)
Create appropriate brand meaning 3.)
Lead to suitable brand response 4.)
Enhance appropriate consumer-brand relationship
Four step dependencies on the six
dimensions of brand building: 1.)
Significance 2.)
Performance / Image 3.)
Judgments / Feelings 4.) Brand Resonance  *
Brand salience 品牌显著性
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Component
of Brand |
Brand awareness品牌知名度 The popularity of brand. Brand awareness refer to
the degree of recognition of brand by the public, which was the
characteristic of the brand. It does able to divide into three different
awareness in different field which is public visibility, industry visibility,
and target audience visibility. 品牌的人气。品牌知名度是指公众对品牌的认可程度，是品牌的特征。 它确实能够将不同领域的知名度分为三种不同的知名度，即公众知名度、行业知名度和目标受众知名度。
Brand Image 品牌形象 The appearance of brand. Refer to how consumer can
remember and understand about the brand, or the function, characteristic of
the product. Brand Image does reflect in term of accuracy of recognizing the
brand and recalling the brand. 品牌外观。 指消费者如何记住和理解品牌或产品的功能、特性。 品牌形象确实体现在识别品牌和回忆品牌的准确性上。
Brand performance品牌表现 Refer to how consumer is likely to have the product
and its characteristic, and how much does the product has fulfill the
consumer demand, needs, and give consumer satisfaction. 指消费者如何可能拥有该产品及其特性，以及该产品在多大程度上满足了消费者的需求、需要并让消费者满意。 |
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Brand
Portfolio. |
https://spotthewrld.blogspot.com/2021/11/different-strategies-of-portfolio.html |
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