辽宁科技大学本科生毕业设计(论文) 第22页
致 谢
本文之所以能够顺利完成，很大程度上得益于我的指导老师姜鹤对我的细心指点和帮助。从论文选题到定稿的整个过程，姜老师都以认真严谨的治学态度、高标准的学术要求，对我的论文提出了许多宝贵的修改意见，使我受益匪浅。在此，我对姜老师的倾心指导表示衷心的感谢!
同时，我要感谢我的论文审阅老师唐老师，感谢她倾心指导和教诲。我也要感谢马佳老师给予我论文英文摘要翻译的帮助。我还要向工商管理学院的老师们说声谢谢，感谢他（她）们这四年来给予我精心教育，使我能够顺利完成学业。在这儿里我亲切地说一声：老师您辛苦了！老师谢谢您！
撇不开的四年大学生活，撇不开的四年师生情。老师的辛苦，学生的汗水，才凝结了今天的这篇论文。一声老师辛苦了，一声谢谢，是说不完我对老师的感激和我对辽宁科技大学工商管理学院的热爱的。但我最后还是要用“谢谢”来表达我对老师的感激和大学的热爱。
感谢我的老师，我的辽宁科技大学！
辽宁科技大学本科生毕业设计(论文) 第23页
参考文献
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[6] 戴贤远译．塑造品牌特征[M] ．北京：清华大学出版社，1999年，1-24． [7] （美）科特勒（Philip Kotler）．营销管理：英文－影印本[M] ．北京：清华大学出版社，1997，443．
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http://c38.cnki.net/kns50/detail.aspx?QueryID=17&CurRec=1，2006-04-02/2007-4-30． [9] 杨为民，吴春霞，郑小平等著．现代企业营销创新[M] ．北京：中国时代经济出版社，2004,132．
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http://www.assme.com.cn/new_view.asp?id=72510，2007-6-8/2007-6-9． [14] 邓小彬．家乐福签约开设鞍山店[N] ．鞍山日报，2007-5-16（A1）．
[15] 屈云波．品牌营销[M] ．北京：企业管理出版社，1996，（181-214，276-349）． [16] Edward G．Brierty，Robert R．Eckles，Robert R．Reeder．Business Marketing－3rd
Edition[M] ．Prentice Hall, Inc，1999．
[17] 刘宇．顾客满意度测评[M] ．北京：社会科学文献出版社，2003.8．
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附 录
附录A 英文原文
What is a Brand?
Philip Kotler
Perhaps the most distinctive skills of professional marketers are their ability to create, maintain, protect, and enhance brands. Marketers say that “branding is the art and cornerstone of marketing.” The American Marketing Association defines a brand as follows:
A brand is a name, term, sign, symbol, or design, or a combination of them, intend to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
In essence, a brand identifies the seller or maker. It can be a name, trademark, logo, or other symbol. Under trademark law, the seller is granted exclusive rights to the use of the brand name in perpetuity. Thus brands differ from other assets such as patents and copyrights, which have expiration dates.
A brand is essentially a seller’s promise to consistently deliver a specific set of features, benefits, and services to the buyers. The best brands convey a warranty of quality. But a brand is even a more complex symbol. A brand can convey up to six level of meaning:
? Attributes: A brand first brings to mind certain attributes. Thus, Mercedes suggests
expensive, well built, Well engineered, durable, high prestige.
? Benefits: Attributes need to be translated into functional and/or emotional benefits. The
attribute “durable” could translate into the functional benefit, “I won’t have to buy a new car every few years.” The attribute “expensive” might translate into the emotional benefit, “The car helps me feel important and admired.”
? Values: The brand also says something about the producer’s value. Thus, Mercedes stands
for high performance, safety, and prestige. Culture: The brand may represent a certain culture. The Mercedes represents German culture: organized, efficient, high quality. ? Personality: The brand can also project a certain personality. Mercedes may suggest a
no-nonsense boss (person), a reigning lion (animal), or an austere palace (object).
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? User: The brand suggests the kind of consumer who buys or uses the product. We would
be surprised to see a 20-year-old secretary driving a Mercedes. We would expect instead to see a 55-year-old top executive behind the wheel.
If a company treats a brand only as a name, it misses the point of branding. The challenge in branding is to develop a deep set of meanings for the brand. Marketers must decide at which level(s) to deeply author the brand’s identity. One mistake would be to promote only the brand’s attributes. First, the buyer is not interested in the brand attributes as much as the brand benefits. Second, competitors can easily copy the attributes. Third, the current attributes may become less valuable later, hurting a brand that is too tired to specific attributes.
Promoting the brand solely on one or more of its benefits can also be risky. Suppose Mercedes touts its main benefit as “high performance.” Suppose several competitive brands emerge with high or higher performance. Or suppose car buyers start placing less importance on high performance as compared to other benefits. Mercedes needs the freedom to maneuver into a new benefit positioning.
The most enduring meanings of a brand are its values, culture, and personality. They define the brand’s essence. The Mercedes stands for high technology, performance, success. This is what Mercedes must project in its brand strategy. It would be a mistake for Mercedes to market an inexpensive car bearing the name Mercedes. Doing so would dilute the value and personality that Mercedes has built up over the years.
Brand Equity
Brands very in the amount of power and value they have in the marketplace. At one extreme are brands that are not known by most buyers in the marketplace. Then there are brands for which buyers have a fairly high degree of brand awareness .Beyond this are brands with a high degree of brand acceptability. Then there are brands that enjoy a high degree of brand preference. Finally there are brands that command a high degree of brand loyalty. Tony O’Reilly, CEO of H.J. Heinz, proposed this test of brand loyalty: “My acid test . . . is whether a housewife, intending to buy Heinz tomato ketchup in a store, finding it to be out of stock,
辽宁科技大学本科生毕业设计(论文) 第 III页
will walk out of the store to buy it elsewhere or switch to an alternative product.”
Few customers are as brand-loyal as O’Reilly hopes Heinz’s customers will be. Asker distinguished five levels of customer attitude toward their brand, from lowest to highest: 1. Customer will change brands, especially for price reason. No brand loyalty. 2. Customer is satisfied. No reason to change the brand. 3. Customer is satisfied and would incur costs by changing brand. 4. Customer values the brand and sees it as a friend. 5. Customer is devoted to the brand.
Brand equity is highly related to how many of a brand’s customers are in classes3, 4, or 5. It is also related according to Asker, to the degree of brand-name recognition, perceived brand quality, strong mental and emotional associations, and other assets such as patents, trademarks, and channel relationships.
Certain companies are basing their growth on acquiring and building rich brand portfolios. Grand Metropolitan acquired various Pillsbury brand, Green Giant vegetables, Haagen-Dazs ice cream, and Burger King. Nestle acquired Rowntree (U.K.). Carnation (U.S.), Stouffer (U.S.), Buitoni-Perugina (Italy), and Perrier (France), making it the world’s largest food company. In fast, Nestle paid $4.5 billion to buy Rowntree, five times its book value. These companies do not normally list brand equity on their balance sheet because of the somewhat arbitrariness of the estimate. (For example, one measure of brand equity value is the price premium the brand commands times the extra volume it moves over what an average brand would command.)
The word’s 10 most valuable brands, according to the 1994 Financial World survey of brand value, are (in rank order):Coca-Cola, Marlboro, Nescafe, Kodak, Microsoft, Budweiser, Kellogg’s, Gillette, and Bacardi. According to the survey, Coca-Cola’s brand equity is$36 billion, and Nescafe’s is$11.5 billion.
High brand equity provides a number of competitive advantages:
? The company will enjoy reduced marketing costs because of the high level of consumer
brand awareness and loyalty.
? The company will have more trade leverage in bargaining with distributors and retailers