品牌战略管理【外文翻译】

外文翻译

译文

标题：品牌战略管理

资料来源：品牌战略管理1998 作者：Kevin Lane Keller 一个品牌的衰落，它通常并不只是品牌意识深度的问题，因为消费者在某些情况下仍然能够轻易地就识别出或者会想起某些企业的品牌。然而，品牌意识的广度的确是品牌传播过程中的绊脚石，消费者想起某些品牌经常是通过一些比较狭窄的途径。因此，正如在第三章所提到的建议，建立一个品牌资产的最有力的手段，是提高品牌意识的广度，确保消费者不会忽视企业的品牌，当消费者想要购买时，品牌能够满足消费者的需求和欲望。

在本节中，我们将通过对战略的研究，以增加对寻找到的品牌的新用途的使用。假设一个品牌拥有一定程度的品牌意识和一个良好的品牌形象，也许最有效的方法是增加品牌的使用功能来作为创造新的品牌资产的来源。在很多情况下，增加使用的方法被认为是“阻力最小的道路”，因为在创建品牌形象时它们不存在潜在的困难和费用昂贵的改变，或者在进行品牌定位时，能在潜意识中尽可能多地实现品牌显著性和意识的改变。

增加使用可通过提高消费水平或者增加消费数量（即“有多少品牌可以进行消费”），或提高消费频率（即“过多长时间会进行品牌消费”）来实现。一般而言，相比较而言在同一时间内改变消费者所使用的产品量，增加消费者消费产品的次数显得更为容易一些。通过消费量的增减变化，具有显示出消费者就如何选择最好的产品持有特定信仰的功能。

万辛克定义为产品有弹性的需求函数，因为他们有高度的可替代性，或者因为他们能创造自己的需求变异时，以突出产品的使用性，比如，食品以及家用清洁剂。对于这些类型的产品，通过采取促销来增加消费者的储存量或者改变包装吸引顾客的营销策略，或许可以提高产品的突出性，从而吸引消费者消费该产品。比方说，较大的封装尺寸或价格折扣，降低了制品的单位成本，被证明会起到加速使用的效果。另一种潜在增加使用数量的方法就是减少由于增加使用程度所引起的不良后果。

例如，洗发水中所设计的柔顺功能足以满足人们日常生活所需，可以减轻那些认为每天洗头是不可取的消费者的疑虑，从而消除他们的错误倾向，以保证他们使用产品的数量。

确定其他新的机会来使用相同的基本方式的品牌或者确定新的以及完全不同的方式使用该品牌，保证品牌所谓使用越来越频繁。品牌使用频率变得越来越频繁，形成一个巨大的品牌市场，产品的领导者通常倾向于选择共享有特别吸引力的品牌。我们认为，通过这两种方法可以来提高产品的使用频率。

确认新的或额外的用法的机会

在某些情况下，品牌被视为只在某些地方是有用的，特别是在某些时候它具有较强的品牌联想力，能够联想到特定情况下的用途，甚至使用者的类型。一般情况下，确定额外的或新的机会，消费者尽管在相同的基本方式下使用该品牌，但品牌的营销计划在设计时应同时包括：

1．在适当的情况下，利用新形势下的品牌优势，加强与消费者的沟通。

2．提醒消费者实际选择品牌的时候尽可能靠近以下这些情况。

对于许多品牌，越来越多的功能可以简单地通过广告提醒来提高消费者对其的认识。（如：与V - 8蔬菜汁，其著名的“哇！我本来可以有一个V - 8的广告活动）。在其他情况下，更有创造性的线索类型可能是必要的。这些提醒可能是关键，因为消费者通常会认为品牌的功能是固定不变的，这样，他可以很容易地忽略传统的消费环境。

例如，有些品牌被认为是只适合特殊场合。那么这些品牌的策略可能会被重新定义为一种特殊的营销手段。例如，芝华士在1988年遇到的主题是为苏格兰威士忌做平面广告，“你保存芝华士为了什么？”的广告，显示在不同的场景不同的人，包括标题，例如：“有时生活开始时，保姆到达”，“您的苏格兰威士忌和您的威士忌苏打一样棒”和“如果您认为人们可能认为你为了华士炫耀，也许是你想得太多”。同样，纳贝斯克公司的战略，使用Poupon芥末的高档品牌，通过流行电视广告显示穿过尊贵的劳斯莱斯的车窗来观看它，突出其产品的优良性和高贵性。“Poupon马铃薯沙拉”和“课堂上的冷战可爱”提出被鼓励作为一个新的品牌广告得以广泛使用。对于这些运动不是“工作”，但是，至关重要的是，品牌能够保持其“溢价“的品牌联想，一个公平的关键点，而且还能够说服消费者养成在同一时间更广泛的使用习惯。

另一个潜在的机会是增加其使用的频率，当消费者他们使用的观念与其使用的现实不相符时，消费者面对许多产品的寿命短的问题没有任何办法，因为消费者往往会低估了生产使用的长度和产品的更新度。一个战略，如加快产品更新换代的速度其目的是为了适应产品的更换，那是一天的事件，或者一整年的行为。例如，一些品牌在春季时就搞促销活动目的就是为打开其夏季市场做铺垫。另外一个策略可能是为了提供更好的市场信息，比如消费者第一次使用产品该怎样选择，何时需要更换产品，或者对产品性能有什么要求。举例来说，现在在内置电池中提供仪表，用来显示它们还剩下多少电力。

最后，也许是最简单的方法，就是提高产品的使用率，当一种产品的实际使用情况不够理想或者不如介绍所说时的那样。在这种情况下，必须向消费者强调产品的优质性能，也需要让消费者克服因为产品的不足产生的不满心理。对于产品的不足，可以通过产品的包装和设计来进行弥补。

确定新的和完全不同的使用方式的品牌

第二种为了提高品牌的使用频率的方法是确定新的和完全不同的使用方式。例如，食品公司一直标榜的新食谱，在他们的品牌产品上使用完全不同的投放方式。经过多年百分之三至百分之四的销售下滑，当Cheez-Whiz每年以百分之三十五的速度增长时，它被作为一个奶酪产品的新广告推广用于微波炉产品。也许在找到产品具有创意新用途的典型的例就子是Arm&Hammer的小苏打，它的除臭属性，已经引出了许多同类的品牌。

其他很多品牌也从Arm&Hammer的典型例子中学到了东西：高乐氏已投放的广告，强调它的漂白的许多好处，比方说，如何消除厨房的异味，箭牌口香糖也已投放广告吹捧自己作为香烟替代他们的产品;吃药投放广告其产品的抗酸性能够促进钙的吸收。新的使用程序可能需要的不仅仅是新的广告系列。通常情况下，新用途可上升到新包装。例如，Arm&Hammer介绍了他们的天然小苏打的特别设计——“冰箱、冷冻包”，是为了更方便地对冰箱和冰柜进行清新、除臭。麦斯威尔速溶咖啡和Folgers速溶咖啡都是为了适应顾客的需求，消费者可以在没有咖啡壶时就能喝到可口的咖啡。

万辛克描述了许多不同的方法来鉴定和表达新的使用情景，产生潜在的扩展机遇的一个最重要的出发点是涉及了大量的忠实的用户和不太忠诚的集中小组。对比两个群的优先权和行为能够找出潜在的使用用途与方式，因此能够产生一双慧眼。

同样地，广告机遇也进一步增长。另外，他还特别指出如何通过聚类分析或其他多元统计方法使潜在的相关产品和情况的感知不会发生太大的变化。

万辛克还说，成功的媒体广告扩张战略活动通常是以高明的意图和时机掌握为基础的。他指出，一小部分品牌是如何通过广告的新包装和标签来更有效的满足目标客户群体的。例如，特里克斯谷物利用侧板使那些能洒在特里克斯上的附加产品（比如奶油、酸奶和混合果蜜饯）得到注意。墨菲肥皂膏公司在没有包装的滞销品下面印制了它的许多不同的用途贴在它的喷雾瓶上。同样，罗伊罗杰斯餐厅利用它放置的菜单来安插它的八种情况的广告，比如舞会，野餐和聚会上，顾客可以享受他们带来的食物。从时机掌握来说，万辛克指出，广告曝光最理想是与当最高成功迹象的品牌选择和使用被创造出来的局势相一致。例如，金宝汤的广告只是在午餐和晚餐的时间段播出。

外文文献原文

Title:Strategic Brand Manangement

Material Source：Strategic Brand Manangement 1998 Author：Kevin Lane Keller With a fading brand,often it is not the depth of brand awareness that is a problem-consumers can still recognize or recall the brand under certain circumstances.Rather ,the breadth of brand awareness is the stumbling block –consumers only tend to think of the brand in very narrow ways. Therefore ,as was suggested in chapter 3,one powerful means of building brand equity is to increase the breadth of brand awareness ,making sure that consumers to not overlook the brand and think of purchasing or consuming it in those situations where the brand can satisfy consumers’needs and wants.

In this section we consider strategies to increase usage of find new uses for the brand.Assuming a brand has a reasonble level of awareness and a positive brand image ,perhaps the most appropiate starting point to creating new sources of brand equity is with ways that increase usage.In many cases ,approaches to increase usage represent the “path of least resistance”because they do not involve potentially difficult and costly changes in the brand image or positioning as much as potentially easier-to-implement changes in brand salience and awareness.

Usage can be increased by either increasing the level or quantity of consumption (i.e., “how much the brand is used”)or increasing the frequency of consumption(i.e., “how often the brand is used”).In general,it is probably easier to incr ease the number of times a consumer uses the product than it is to actually changes the amount used at one time .Consumption amount is more likely to be a function of the particular beliefs that the consumers holds as to how the product is best consumed.A possible exception to that rule is for more “impluse”consumption products whose usage increases when the product is made more available,such as soft drinks and snacks.

Wansink defines usage variant products as products that have elastic demand

functions because they have a high degree of substitutability or because they are able to creat their own demand when salient,for example,food and household cleaning products.For these types of products,marketing strategies to increase consumer stockpiling-promotions or changes in packing-may increase the salience and thus usage of the product.For example,larger package sizes and prices discounts,by lowering the perceived unit cost of the product,have been shown to accelerate usage.Another potential way to increase the quantity used is to reduce the undesirable consequences of an increased usage level.For example,a shampoo designed to be gentle enough for daily use may alleviate concerns from those consumers who believe that frequent hair washing is undesirable and therefore eliminate their tendency to conserve the amount of product they use.

Increasing frequency of use ,on the other hand ,involves either identifying additional or new opportunities to use the brand in the same basic way or identifying completely new and different ways to use the brand .Increasing frequency of use is a particularly attractive option for large market-share brands who are leader in their product category.We consider both of these approaches to increasing the frequency of product usage in turn.

Identifying New or Additional Usage Opportunities

In some cases ,the brand may be seen as useful only in certain place and at certain times,especially if it has strong brand associations to particular usages situations or user types. In general,to identify additional or new opportunities for consumers to use the brand more-albeit in the same basic way-a marketing program should be designed to include both:

https://www.360docs.net/doc/8d11853267.html,munications to consumers as to the appropriateness and advantage of

using the brand more frequently in existing situation or in new situations.

2.reminders to consumers to actually use the brand as close as possible to those

situations.

For many brands, increasing usage may be as simple as improving top-of mind awareness through reminder advertising(e.g.,as with V-8 vegetable juice and its famous “Wow!I Could Have Had a V-8 ad campaign).In other cases,more creative types of retrieval cues may be necessary . These reminders may be critical as consumers often

adopt “functional fixedness”with a brand such that such that it can be easily ignored in nontraditional consumption settings.

For example,some brands are seen as only appropriate for special occasions. An effective strategy for those brands may be to redefine what it means for something to be “special”.For example,Chivas Regal ran a print ad campaign for its Blended Scotch in 1988 with the theme, “what are you saving the Chivas for?”the ads ,showing different people in the different scenes,included headlines such as: “sometimes life begins when the bab y sitter arrives”, “Your Scotch and soda is only as good as your Scotch and soda”,and “if you think people might think you order Chivas to show off,maybe you’re thinking too much.”Similarly,Nabisco’s strategy of making Gray Poupon mustard a premium brand-supported by popular TV commercials showing stuffy aristocrats passing the product through the windows of their Roll-Royces-worked a little too well:Comsumers tended to reserve it for special occasions. A new ad campaign encouraging broader usage of the bra nd suggested “Poupon the Potato Salad”and “Class Up the Cold Cute.”For either of these campaigns to “work”，however,it is essential that the brand is able to retain its “premium” brand association, a key soure of equity ,but also be able to convince consumers to adopt broader usage habits at same time.

Another potential opportunity to increase frequency of use is when consumers’perceptions of their usage differ from the reality of their usage. For many products with relatively short life spans,consumers may fail to replace the product in a timely manner because of a tendency to underestimate the length of productive usage.one strategy to speed up product replacement is to tie the act of replacing the product to a certain holiday,event,or time of year. For example,several brands have run promotions tied in with the springtime switch to daylight savings time. Another strategy might be to provide consumers with better information as to either when the product was first used or would need to be replaced or the current level of product performance. For exmaple,batteries now offer built-in gauges that show how much power they have left.

Finally,perhaps the simplest way to increase usage is when actual usage of a product is less than the optimal or recommended usage.In this case ,consumers must be persuaded of the merits of more regular usage,and any potential hurdles to increased usage must be

overcome.In terms of the latter,product designs and packaging can make the product more conveninent and easier to use.

Identifying New and Completely Different Ways to Use the Brand

The second approach to increase frequency of use for a brand is to identify completely new and different usage applications. For example,food product companies have long advertised new recipes that use their branded products in entirely different ways .After years of sales declines of 3 percent to 4 percent annually,sales of Cheez-Whiz rose 35 percent when the brand was backed by a new ad campaign promoting the product as a cheese sauce accompaniment to be used in the microwave oven. Perhaps the classic example of finding creative new usage applications for a product is Arm&Hammer baking soda,whose deodorizing and properties have led to a number of new uses for the brand.

Other brands have taken a pag e from Arm&Hammer’s book:Clorox has run ads stressing the many benefits of its bleach,for example, how it eliminates kitchen odors;Wrigley’s chewing gum has run ads touting their product as a substitute for smoking ; and Tums has run ads for its antacid promoting its benefits as a calcium substitute. New usage applications may require more than just new ad campaigns. Often, new uses can rises from new packaging. For example, Arm&Hammer introduced a “Fridge-Freezer Pack” for their natural baking soda that w as especially designed to better freshen and deodorize refrigerators and freezers.Maxwell House Filter Pack Singles and Folgers Coffee Singles were both an attempt to accommodate consumers’desires to drink ground roast coffee without brewing an entire pot.

Wansink describes a number of different ways identify and communicate new usage situation.an obvious starting point for generating potential expansion opportunities is with brainstroming meetings or focus groups involving loyal or heavy users and less loyal or light users.Contrasting the preferences and behaviors of the two groups can yield insights into potential barriers in perceptions and usage that must be overcome,as well ad opportunities for further growth.Additionally,he also notes how perceptions of potentially related products and situations could be unconvered through cluster analysis or other multivariate statistical approaches.

Wansink further argues that successful media strategies for expansion ad campaigns are often based on clever targeting and timing.He notes how small share brands can more affordably target users of their brands by advertising new uses on their packages and labels.For example,Trix cereal used a side panel to note complementary products(e.g.ice cream,yogurt,and trail mix) on which Trix could be sprinkled.Murphy’s Oil Soap printed a series of different usage ideas under peel-off stickers that had been affixed to its spray bottles.Similarly ,Roy Rogers restaurants used its paper placement to advertise eight situations,such as parties ,picnics,and meetings,where consumers could eat their carry-out chicken.In terms of timing,Wansink notes that advertising exposure ideally would coincide with situations when brand choice and usage has the highest likelihood of being made.For example,Compbell schedules radio ads for its soups to be broadcast just prior to lunch and dinner to be top-of-mind at the most opportune moment.