品牌建设之路外文翻译

品牌建设之路外文翻译内容摘要：

ssociation related to brand image. These associations can be formed through the consumers’ own experience, or through the information in the advertisement or wordofmouth munication. Brand performance refers to product or service’s outward manifestation, which is to satisfy consumers’ functional require ments. It includes brand internal product or service features, and varied elements related to product or service. Specifically, brand performance includes the following dimensions: the primary and supplementary features of the product。 product reliability, durability and serviceability。 service efficiency, effect and the attitude of the service provider。 product style and model。 price. Brand performance. Brand performance refers to the way the product or service satisfies the consumers’ functional requir ements, which is an inherent brand quality and the benefits provided to consumers’ by these qualities. Different products have different brand performance qualities, and provide different benefits to consumers. Generally, a brand has five important qualities and thus five kinds of benefits provided to consumers by these qualities. They establish the foundation of brand performance Brand performance features 1Primary and supplementary features of product. Product primary features are the preconditions to satisfy consumers’ requirements and desire, and the basis of consumers’ expectancy on product performance level. For example, the hospitality is supposed to provide beds。 restaurants are supposed to provide food。 automobiles are supposed to be driven。 etc. Meanwhile, besides these basic features, consumers also expect for some supplementary features: for example, they might hope the beds in the hospitality should be fortable, and it would be better if there is a TV set, or the train, bus or passenger ticket booking service is available. (2)Product reliability, durability and serviceability. Reliability means consistency of product performance during a certain period. Durability refers to product economic expectancy. Serviceability means the convenience of product maintenance. Products provided to consumers should possess reliability, durability and serviceability. Therefore, consumers’ recognition toward product performance is influenced by the following factors: the timeliness and politeness of customer service and training (3)Service effectiveness, efficiency and empathy. Service is the extension of product。 it is an important ponent to realize product function and satisfy consumers’ requirements and desire. Therefore, brand product and its service are tightly integrated。 service influences consumers’ brand association. Service effectiveness refers to how effective the brand satisfies consumers’ service requirements。 service efficiency refers to the speed to provide service。 service empathy means that the service provider has a sincere attitude and considers the consumers’ interest all the time. Therefore, service is a important aspect to build brand equity. The reason why Haier stand outs among so many electrical appliance brands with higher prices is due to its high efficiency and personalized service (4)Style and design. Consumers’ association of a product does not only e from its function, but also from the aesthetic perspective like the size, shape, material and color of the product. Different products should have different styles and patterns toward different consumer groups to satisfy different requirements. Brand style and pattern depends on consumers’ perception, especially their perception during the purchasing process. Therefore, observations should be conducted to understand and。