品牌资产构成.docx

Brand vision:品牌视觉Superior brands have a clear vision. They stand for something important and relevant to their target audiences, and they do so consistently. This does not happen by accident; managers should establish the leadership values for their brands with clarity and consistency.Brand identity:品牌识别Brand identity includes all elements by which the brand communicates with the world around it. Brand identity primarily focuses on the three integral components of brand identity - brand name, logo, and slogan.Brand awareness:品牌意识At the lowest level, brand awareness is a consumer's ability to identify a brand as a member of the product category when provided with a list (aided recall). Although this is a minimal level of brand awareness, it can still make a difference, particularly in low-involvement purchase situations where brand choice is made at the point of sale.Brand image:品牌形象Brands have many associations linked in memory. A brand's image is a set of associations that is organized in such a way as to produce a global impression.Brand loyalty:品牌忠诚度Brand loyalty is a measure of how often a customer is inclined to choose the same brand when buying from the product class. If most customers are indifferent to brand names and buy primarily on the basis of features, price, and convenience, then very little brand equity exists. If, on the other hand, they continue to purchase a brand even in the face of competitors with superior features, price, and convenience, substantial brand equity exists.Price premium:高价策略Most brands that have positive equity should be able command a premium price. For the most part, these brands should compete on dimensions other than price. It is important to differentiate between the ability to command a price premium versus a premium price. While the latter suggests following a high price strategy, the former implies being able to command a premium over and above what an equivalent product would receive without the benefit of a brand name.