品牌价值及传播增值对策

华中科技大学硕士学位论文品牌价值及传播增值对策姓名：李春梅申请学位级别：硕士专业：传播学指导教师：汪佩伟20041001IIIAbstractWiththepaceoftechnicaldevelopmentofmodernsciencegettingfasterandfasterandtheinformationdisseminationmediagettingricherandvarious,themarketcompetitionistobefiercedaybyday,thehomogeneitytrendofserviceofgoodsismoreandmoreoutstanding.It’snowverydifficultfortheoriginalproductsandservicetoguaranteetheiruniquedifferencesforalongtime.Inaddition,thedevelopmentofmarketeconomyandimprovementofmasses'educationallevelhavepromotedthedevelopmentofconsumer'sindividualcharacterconsciousnessgreatly.Theconsumptiondemanddemonstratesdiversifiedcharacteristicsdaybyday.Underthiskindofsituation,itistheonlyoutlettoentrusttothebrandfortheproducts.Andwiththedevelopmentofthemodernsocietyandcommodityeconomyrunsatfullspeed,themarketcompetitionhasalreadyenteredabrand-newdevelopmentandcompetitionstage--CompetitionEraoftheBrand.Theadditionalvaluewithextremelyhighenormousmightandbiginfluenceofthebrandletsbusinesscirclesallfallovereachothertoputintoresearchanddevelopmenttothebrand.Inthecompetitioneraofthebrand,thefocusofenterprises’operationalandmanagerialactivitiesistodecidehowtomouldthegoodenterprisebrandimage,createandincreasethevalueofbrands.Thevalueofthebrandisownedtogetherbytheenterpriseandconsumer.Theconsumer'sloyaltytoabrandisakindofvalue,whichcanbringprofitstoenterprises.Thehighvalueofabrandcaninturnbuythecostsparinglyforthecustomersandreducetheriskofbuying.Therefore,brandappreciationisthecommonaspirationsofenterpriseandconsumer.Enterprisesregardcustomer’sdemandasthestartingpoint,offerproductsandservicemakingconsumerssatisfied,regardbrandappreciationasthegoal,structureasystemiccourseforcreatingthebrandvaluethroughaseriesofstrategicplanandconcretespreadcountermeasures,itisthekeyofthistext.Tillnow,therehasnotexistedaunifiedviewonthedefinitionandthekeyelementsofthebrandvalue.Chaptertwoofthethesisstartsfromtheformulationbackgroundofthebrandvalue.Afteranalyzingandappraisingthedisputeaboutthebrandvalue,thethesisIIIexplainstheintensionandkeyelementsofbrandvalue;clarifiestherelationbetweenbrandvalueandbrandassets.Themainpointofchapterthreeandfouristheargumentationaboutthebrandappreciation:Chapterthreedescribesthestrategicplansofbrandappreciationintermsofmacroscopic,chapterfourexplainstheconcretetacticsforpropagatingbrandappreciationfromthemicroaspect.Keywords:BrandBrandValueCommunicationBrandAppreciation_____1170015010003250100696112311.11.1.11.1.241.21.2.152LynnBUpshaw32002219961LynnBUpshaw220021113200211161.2.21.2.2.112002111650.772200223200024042842000933()()5199982460961.2.2.21.31.41.4.11.4.2101.4.31122.12.1.11234567891042.1.2brand(DavidOgily)420031121978Levy51985(RelationshipMarketing)20DavidAAaker2.22.2.12.2.1.120802.2.1.252002146132.2.1.32090FinancialWorld19952.2.22.2.2.11999733342.2.2.2.199962730142.2.2.32003114162.2.2.4(ThomasCook)700800,152.2.32.2.3.162.2.3.27121236E20016172003134445162.32.3.182.3.1.1InterbrandPaulStobart2.3.1.2,820004192117(Aaker,Keller,1990;Pitta,Katsanis,1995)2.3.1.3(Keller,1993;Blackston,1995)Aaker2.3.2DavidAAaker211821BrandStar20021112.3.2.1(BrandAwareness)122BrandLoyaltyOtherAssetsBrandAwarenessBrandAssociationPerceivedQualityBrandEquity19222002122.3.2.2(PerceivedQuality)1abc22.3.2.3(BrandAssociation)2012.3.2.4BrandLoyalty211232320021(1)(2)(3)(4)22(5)220%80%5%25%85%2.3.2.5(OtherAssets)2.42.4.12392.4.22.52.5.19200041921242.5.2(Interbrand)2.5.2.1InterbrandRHM198876203131100%1.Leadership25%2.Stability15%3.Market10%4.Internationality25%5.Trend10%6.Support10%7.Protection5%252002Interbrand()1Coca-Cola69.6372Microsoft64.0913IBM51.1884GE41.3115Intel30.8616Nokia29.9707Disney29.2568McDonalds26.3759Marlboro24.15110Mercedes21.010Interbrand12102.5.2.219928002013(32)32(93)26190230%312274()60%51454655%2.7073624.308224.309()31%10897.531181016.77126202013111233520009342.5.2.31995P=M+S+DPMSD2003271530.002()460.003269.004268.055267.636TCLTCL267.127267.068121.509107.6210100.902.5.2.42832990%10310WTO2003717517730113.2.2.1WINDOWSWINDOWS98WINDOWS2000WINDOWSXPWALKMAN3.2.2.211200211131500101/3123.2.2.3199312WTO2003717517732500131)1413WTO2003717517714200043537332)3)4)3.4.1.1343.4.1.2.3.4.1.31710153.4.2.11520034353.4.2.2163.4.2.3116200311361723.4.3.117200331375181)2)3)4)5)3.4.3.219(1)181999111920021038(2)(3)(4)/39()404411948whosayswhatthroughwhichchanneltowhomwithwhateffectW5W422060412344320123212020012572119931442232220032454.3.1.14.3.1.2AIDA4610474.3.2.1234.3.2.2//2320011148///43437.38.27.88.38.57.48.78.58.27.98.27.39.18.78.96.29.38.26.97.17.49.17.66.95.26.75.49.06.24.3I2000275198576494.3.3.124IBMIBM4.3.3.22420021502002622[1]...2003(1)[2]...2003.1(1)[3]...2000.5(1)[4]E,,..2001.6(1)[5]..2002.11(1)[6]..2002.1(1)[7]..2001.1(1)[8],.,.2002.1(1)[9],...2003.1(1)[10],,,,.2003.8(1)[11],,,.,2000.1(