战略品牌管理——创建、评估和管理品牌资产外文翻译.docVIP

外文翻译 原文 Strategic Brand Management：Building, Measuring, and Managing Brand Equity Material Source: Publisher: Prentice Hall, 2 edition (September 3, 2002) Author: Kevin Lane Keller Ⅰ. Designing a Branding Strategy Even within any one firm, different branding strategies may be adopted for different products. For example, although Miller has used its name across its different types of beer over the years with various sub-brands (e.g.,Miller High Life, Miller Lite, and Miller Genuine Draft), it carefully branded its no-alcohol beer substitute as Sharps with no overt Miller identification. Similarly, although Toyota adopted a branding strategy that used its corporate name combined with individual brand names and modifiers for most of its cars and trucks, it chose to brand its top-of-the-line cars as Lexus, deliberately avoiding using the Toyota name. Thus, it is important to note that the brand hierarchy may not be symmetric. Because of considerations related to corporate objectives, consumer behavior, or com petitive activity, there may sometimes be significant deviations in branding strategy and how the brand hierarchy if organized for different products or for different markets. Therefore, the challenge in setting up the brand hierarchy and arriving at a branding strategy is to: 1. Design the proper brand hierarchy in terms of the number and nature of brand elements to Use at each level. 2. Design the optimal supporting marketing program in terms of creating the desired amount of brand awareness and type of brand associations at each level. Ⅱ. Designing The Brand Hierarchy Designing a brand hierarchy involves decisions related to: 1. The number of levels of the hierarchy to use in general 2. How brand elements from different levels of the hierarchy are combined, if at all, for any one particular product 3. How any one brand element is linked, if at all, to multiple product We consider issues related to these three main decisions in turn and also suggest ways to s