Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
构思、衡量和管理基于客户的品牌资产

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
作者从个体消费者的角度提出了一个品牌资产概念模型。基于消费者的品牌资产被定义为品牌知识对消费者对品牌营销反应的不同影响。当消费者对品牌营销组合中的某一要素的反应比对虚构或未命名的产品或服务的同一营销组合要素的反应更有利（更不利）时，该品牌就被认为具有正（负）的顾客品牌资产。根据联想网络记忆模型，品牌知识由两部分组成，即品牌意识和品牌形象（即一系列品牌联想）。当消费者熟悉品牌，并在记忆中拥有一些有利的、强烈的和独特的品牌联想时，就会产生基于消费者的品牌资产。本文讨论了建立、衡量和管理基于顾客的品牌资产的问题，以及未来的研究领域。

UCH attention has been devoted recently to the concept of brand equity (Aaker and Biel 1992; Leuthesser 1988; Maltz 1991). Brand equity has been viewed from a variety of perspectives (Aaker 1991; Farquhar 1989; Srivastava and Shocker 1991; Tauber 1988). In a general sense, brand equity is defined in terms of the marketing effects uniquely attributable to the brand-for example, when certain outcomes result from the marketing of a product or service because of its brand name that would not occur if the same product or service did not have that name.
最近，品牌资产的概念受到了广泛关注（Aaker 和 Biel 1992；Leuthesser 1988；Maltz 1991）。人们从不同的角度来看待品牌资产（Aaker 1991; Farquhar 1989; Srivastava and Shocker 1991; Tauber 1988）。从一般意义上讲，品牌资产是指品牌所独有的营销效果--例如，当某一产品或服务因其品牌名称而在营销过程中产生某些结果时，如果同样的产品或服务没有该品牌名称，就不会产生这些结果。

There have been two general motivations for studying brand equity. One is a financially based motivation to estimate the value of a brand more precisely for accounting purposes (in terms of asset valuation for the balance sheet) or for merger, acquisition,
研究品牌资产一般有两个动机。一个是基于财务动机，为了会计目的（资产负债表中的资产估值）或合并、收购，更精确地估算品牌价值、

or divestiture purposes. Several different methods of brand valuation have been suggested (Barwise et al. 1989; Wentz 1989). For example, Interbrand Group has used a subjective multiplier of brand profits based on the brand's performance along seven dimensions (leadership, stability, market stability, internationality, trend, support, and protection); Grand Metropolitan has valued newly acquired brands by determining the difference between the acquisition price and fixed assets. Simon and Sullivan (1990) define brand equity in terms of the incremental discounted future cash flows that would result from a product having its brand name in comparison with the proceeds that would accrue if the same product did not have that brand name. Based on the financial market value of the company, their estimation technique extracts the value of brand equity from the value of a firm's other assets.
或资产剥离的目的。人们提出了几种不同的品牌估值方法（Barwise 等人，1989 年；Wentz，1989 年）。例如，Interbrand 集团根据品牌在七个方面（领导力、稳定性、市场稳定性、国际性、趋势、支持和保护）的表现，使用主观的品牌利润乘数；Grand Metropolitan 公司通过确定收购价格与固定资产之间的差额，对新收购的品牌进行估值。西蒙和沙利文（Simon and Sullivan，1990 年）对品牌资产的定义是，拥有品牌名称的产品与没有品牌名称的产品相比，其未来现金流的贴现增量。根据公司的金融市场价值，他们的估算技术从公司的其他资产价值中提取了品牌资产的价值。

A second reason for studying brand equity arises from a strategy-based motivation to improve marketing productivity. Given higher costs, greater competition, and flattening demand in many markets, firms seek to increase the efficiency of their marketing expenses. As a consequence, marketers need a more thorough understanding of consumer behavior as a ba-
研究品牌资产的第二个原因是基于提高营销效率的战略动机。由于成本上升、竞争加剧以及许多市场的需求趋于平缓，企业都在寻求提高营销费用的效率。因此，营销人员需要对消费者行为有更透彻的了解，并将其作为营销的基础。
sis for making better strategic decisions about target market definition and product positioning, as well as better tactical decisions about specific marketing mix actions. Perhaps a firm's most valuable asset for improving marketing productivity is the knowledge that has been created about the brand in consumers' minds from the firm's investment in previous marketing programs. Financial valuation issues have little relevance if no underlying value for the brand has been created or if managers do not know how to exploit that value by developing profitable brand strategies.
它可以帮助企业在目标市场定义和产品定位方面做出更好的战略决策，在具体营销组合行动方面做出更好的战术决策。企业提高营销效率的最宝贵财富，或许就是企业在以往营销项目中的投资在消费者心目中形成的品牌知识。如果没有为品牌创造潜在价值，或者管理者不知道如何通过制定盈利性品牌战略来利用这种价值，那么财务估值问题就没有多大意义。

The goal of this article is to assist managers and researchers who are interested in the strategic aspects of brand equity. Specifically, brand equity is conceptualized from the perspective of the individual consumer and a conceptual framework is provided of what consumers know about brands and what such knowledge implies for marketing strategies. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. That is, customer-based brand equity involves consumers' reactions to an element of the marketing mix for the brand in comparison with their reactions to the same marketing mix element attributed to a fictitiously named or unnamed version of the product or service. Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory.
本文旨在为对品牌资产战略方面感兴趣的管理者和研究人员提供帮助。具体而言，本文从个体消费者的角度对品牌资产进行了概念化，并提供了一个概念框架，说明消费者对品牌的了解程度以及这些知识对营销战略的影响。基于消费者的品牌资产被定义为品牌知识对消费者对品牌营销反应的不同影响。也就是说，基于顾客的品牌资产是指消费者对品牌营销组合要素的反应，与他们对虚构的或未命名的产品或服务的相同营销组合要素的反应的比较。当消费者熟悉品牌，并在记忆中对品牌产生一些有利、强烈和独特的联想时，就会产生以顾客为基础的品牌资产。

Conceptualizing brand equity from this perspective is useful because it suggests both specific guidelines for marketing strategies and tactics and areas where research can be useful in assisting managerial decision making. Two important points emerge from this conceptualization. First, marketers should take a broad view of marketing activity for a brand and recognize the various effects it has on brand knowledge, as well as how changes in brand knowledge affect more traditional outcome measures such as sales. Second, marketers must realize that the long-term success of all future marketing programs for a brand is greatly affected by the knowledge about the brand in memory that has been established by the firm's short-term marketing efforts. In short, because the content and structure of memory for the brand will influence the effectiveness of future brand strategies, it is critical that managers understand how their marketing programs affect consumer learning and thus subsequent recall for brand-related information.
从这个角度对品牌资产进行概念化是非常有用的，因为它既为营销战略和战术提出了具体的指导原则，也提出了研究有助于协助管理决策的领域。这一概念化提出了两个重要观点。首先，营销人员应从广阔的视角看待品牌营销活动，认识到营销活动对品牌知识的各种影响，以及品牌知识的变化如何影响销售额等更传统的结果衡量标准。其次，营销人员必须认识到，一个品牌未来所有营销计划的长期成功与否，在很大程度上都会受到企业短期营销活动所建立的品牌记忆知识的影响。简而言之，由于品牌记忆的内容和结构会影响未来品牌战略的效果，因此管理者必须了解他们的营销计划如何影响消费者的学习，进而影响他们对品牌相关信息的记忆。

The next section provides a conceptualization of brand knowledge by applying some basic memory notions. Brand knowledge is defined in terms of two components, brand awareness and brand image. Brand awareness relates to brand recall and recognition performance by consumers. Brand image refers to the set of associations linked to the brand that consumers hold in memory. Then the concept of customer-based brand equity is considered in more detail by discussion of how it can be built, measured, and managed. After the conceptual framework is summarized, areas for future research are identified.
下一节将运用一些基本的记忆概念，对品牌知识进行概念化。品牌知识由两部分组成，即品牌意识和品牌形象。品牌知名度与消费者对品牌的回忆和识别有关。品牌形象是指消费者记忆中与品牌相关的一系列联想。然后，通过讨论如何建立、衡量和管理以客户为基础的品牌资产，对这一概念进行了更详细的探讨。在对概念框架进行总结之后，确定了未来的研究领域。

A brand can be defined as "a name, term, sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors" (Kotler 1991; p. 442). These individual brand components are here called "brand identities" and their totality "the brand." Some basic memory principles can be used to understand knowledge about the brand and how it relates to brand equity. The importance of knowledge in memory to consumer decision making has been well documented (Alba, Hutchinson, and Lynch 1991). Understanding the content and structure of brand knowledge is important because they influence what comes to mind when a consumer thinks about a brand-for example, in response to marketing activity for that brand.
品牌可以定义为 "一个名称、术语、标志、符号或设计，或它们的组合，旨在识别一个销售商或一组销售商的商品和服务，并将其与竞争对手的商品和服务区分开来"（科特勒，1991 年；第 442 页）。这些单独的品牌组成部分在这里被称为 "品牌标识"，而它们的整体则被称为 "品牌"。一些基本的记忆原理可以用来理解品牌知识及其与品牌资产的关系。记忆中的知识对消费者决策的重要性已被充分证明（Alba、Hutchinson 和 Lynch，1991 年）。了解品牌知识的内容和结构非常重要，因为它们会影响消费者对品牌的印象--例如，对品牌营销活动的反应。

Most widely accepted conceptualizations of memory structure involve some type of associative model formulation (Anderson 1983; Wyer and Srull 1989). For example, the "associative network memory model" views semantic memory or knowledge as consisting of a set of nodes and links. Nodes are stored information connected by links that vary in strength. A "spreading activation" process from node to node determines the extent of retrieval in memory (Collins and Loftus 1975; Raaijmakers and Shiffrin 1981; Ratcliff and McKoon 1988). A node becomes a potential source of activation for other nodes either when external information is being encoded or when internal information is retrieved from long-term memory. Activation can spread from this node to other linked nodes in memory. When the activation of another node exceeds some threshold level, the information contained in that node is recalled. Thus, the strength of association between the activated node and all linked nodes determines the extent of this "spreading activation" and the particular information that can be retrieved from memory. For example, in considering a soft drink purchase, a consumer may think of Pepsi because of its strong association with the product category. Consumer knowledge most strongly linked to Pepsi should also then come to mind, such as perceptions of its taste, sugar and caffeine content, or even recalled images from a recent advertising campaign or past product experiences.
大多数广为接受的记忆结构概念都涉及某种类型的联想模型表述（安德森，1983 年；怀尔和斯鲁尔，1989 年）。例如，"联想网络记忆模型 "认为语义记忆或知识由一系列节点和链接组成。节点是由不同强度的链接连接起来的存储信息。从节点到节点的 "扩散激活 "过程决定了记忆的检索程度（Collins 和 Loftus，1975 年；Raaijmakers 和 Shiffrin，1981 年；Ratcliff 和 McKoon，1988 年）。当外部信息被编码或内部信息从长期记忆中检索时，一个节点就会成为其他节点的潜在激活源。激活可以从这个节点扩散到记忆中的其他关联节点。当另一个节点的激活超过某个阈值水平时，该节点所包含的信息就会被唤醒。因此，被激活的节点与所有链接节点之间的关联强度决定了这种 "扩散激活 "的程度，也决定了能从记忆中检索到的特定信息。例如，在考虑购买软饮料时，消费者可能会想到百事可乐，因为它与该产品类别有很强的关联。与百事可乐联系最紧密的消费者知识也会随之浮现在脑海中，例如对其口味、糖分和咖啡因含量的看法，甚至是近期广告活动或过去产品体验中的回忆图像。

Consistent with an associative network memory
与联想网络记忆一致
model, brand knowledge is conceptualized as consisting of a brand node in memory to which a variety of associations are linked. Given this conceptualization, the key question is, what properties do the brand node and brand associations have? As developed here, the relevant dimensions that distinguish brand knowledge and affect consumer response are the awareness of the brand (in terms of brand recall and recognition) and the favorability, strength, and uniqueness of the brand associations in consumer memory. These dimensions are affected by other characteristics of and relationships among the brand associations. For example, factors related to the type of brand association (such as its level of abstraction and qualitative nature) and the congruity among brand associations, among others, affect the favorability, strength, and uniqueness of brand associations. To simplify the discussion, emphasis is placed on the brand name component of the brand identities, defined as "that part of a brand which can be vocalized" (Kotler 1991, p. 442), though other components of the brand identities (e.g., brand logo or symbol) are considered also
在这一模型中，品牌知识被概念化为由记忆中的一个品牌节点构成，与该节点相关联的是各种联想。根据这一概念，关键问题是品牌节点和品牌联想具有哪些特性？正如本文所阐述的，区分品牌知识并影响消费者反应的相关维度是消费者对品牌的认知度（从品牌回忆和认知的角度），以及消费者记忆中品牌联想的好感度、强度和独特性。这些维度会受到品牌联想的其他特征和关系的影响。例如，与品牌联想类型有关的因素（如品牌联想的抽象程度和定性）以及品牌联想之间的一致性等，都会影响品牌联想的好感度、强度和独特性。为了简化讨论，重点放在了品牌识别中的品牌名称部分，即 "品牌中可以发声的部分"（科特勒，1991 年，第 442 页），但也考虑了品牌识别的其他部分（如品牌标志或符号）。

The first dimension distinguishing brand knowledge is brand awareness. It is related to the strength of the brand node or trace in memory, as reflected by consumers' ability to identify the brand under different conditions (Rossiter and Percy 1987). In other words, how well do the brand identities serve their function? In particular, brand name awareness relates to the likelihood that a brand name will come to mind and the ease with which it does so. Brand awareness consists of brand recognition and brand recall performance. Brand recognition relates to consumers' ability to confirm prior exposure to the brand when given the brand as a cue. In other words, brand recognition requires that consumers correctly discriminate the brand as having been seen or heard previously. Brand recall relates to consumers' ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other type of probe as a cue. In other words, brand recall requires that consumers correctly generate the brand from memory. The relative importance of brand recall and recognition depends on the extent to which consumers make decisions in the store (where they potentially may be exposed to the brand) versus outside the store, among other factors (Bettman 1979; Rossiter and Percy 1987). Brand recognition may be more important to the extent that product decisions are made in the store.
区分品牌知识的第一个维度是品牌意识。它与记忆中品牌节点或痕迹的强度有关，反映在消费者在不同条件下识别品牌的能力上（Rossiter 和 Percy，1987 年）。换句话说，品牌标识的功能发挥得如何？具体而言，品牌名称认知度与品牌名称出现在脑海中的可能性以及出现的难易程度有关。品牌知名度包括品牌识别度和品牌回忆度。品牌识别度与消费者在品牌提示下确认先前对品牌接触的能力有关。换句话说，品牌识别要求消费者能够正确地辨别出该品牌是之前看到或听到过的。品牌回忆是指消费者以产品类别、产品类别所满足的需求或其他类型的探究为线索，检索品牌的能力。换句话说，品牌回忆要求消费者从记忆中正确地生成品牌。品牌回忆和品牌识别的相对重要性取决于消费者在店内（可能接触到品牌的地方）和店外做决定的程度，以及其他因素（Bettman，1979 年；Rossiter 和 Percy，1987 年）。如果产品决策是在商店内做出的，那么品牌认知度可能会更重要。

Brand awareness plays an important role in consumer decision making for three major reasons. First, it is important that consumers think of the brand when they think about the product category. Raising brand awareness increases the likelihood that the brand will be a member of the consideration set (Baker et al. 1986; Nedungadi 1990), the handful of brands that receive serious consideration for purchase. Second, brand awareness can affect decisions about brands in the consideration set, even if there are essentially no other brand associations. For example, consumers have been shown to adopt a decision rule to buy only familiar, well-established brands (Jacoby, Syzabillo, and Busato-Schach 1977; Roselius 1971). In low involvement decision settings, a minimum level of brand awareness may be sufficient for product choice, even in the absence of a well-formed attitude (Bettman and Park 1980; Hoyer and Brown 1990; Park and Lessig 1981). The elaboration likelihood model (Petty and Cacioppo 1986) suggests that consumers may base choices on brand awareness considerations when they have low involvement, which could result from either a lack of consumer motivation (i.e., consumers do not care about the product or service) or a lack of consumer ability (i.e., consumers do not know anything else about the brands). Finally, brand awareness affects consumer decision making by influencing the formation and strength of brand associations in the brand image. A necessary condition for the creation of a brand image is that a brand node has been established in memory, and the nature of that brand node should affect how easily different kinds of information can become attached to the brand in memory.
品牌知名度在消费者决策中发挥着重要作用，主要有三个原因。首先，消费者在考虑产品类别时必须想到品牌。提高品牌知名度会增加品牌成为考虑集（Baker 等，1986 年；Nedungadi，1990 年）成员的可能性，考虑集是指在购买时会认真考虑的少数品牌。其次，即使基本上没有其他品牌联想，品牌意识也会影响对考虑集中品牌的决策。例如，有研究表明，消费者会采取一种决策规则，只购买熟悉的、历史悠久的品牌（Jacoby, Syzabillo, and Busato-Schach 1977; Roselius 1971）。在低卷入决策环境中，即使没有形成良好的态度，最低程度的品牌认知也足以让消费者做出产品选择（Bettman 和 Park 1980；Hoyer 和 Brown 1990；Park 和 Lessig 1981）。阐述可能性模型（Petty 和 Cacioppo，1986 年）表明，当消费者的参与度较低时，他们可能会基于品牌认知度的考虑做出选择，这可能是由于缺乏消费动机（即消费者不关心产品或服务）或缺乏消费能力（即消费者对品牌一无所知）造成的。最后，品牌意识通过影响品牌形象中品牌联想的形成和强度来影响消费者的决策。建立品牌形象的一个必要条件是在记忆中建立一个品牌节点，而该品牌节点的性质应影响记忆中不同类型的信息与该品牌的关联程度。

Though brand image long has been recognized as an important concept in marketing (e.g., Gardner and Levy 1955), there is less agreement on its appropriate definition (Dobni and Zinkhan 1990). Consistent with definitions by Herzog (1963) and Newman (1957), among others, and an associative network memory model of brand knowledge, brand image is defined here as perceptions about a brand as reflected by the brand associations held in consumer memory. Brand associations are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for consumers. The favorability, strength, and uniqueness of brand associations are the dimensions distinguishing brand knowledge that play an important role in determining the differential response that makes up brand equity, especially in high involvement decision settings. Before considering those dimensions, it is useful to examine the different types of brand associations that may be present in consumer memory.
尽管品牌形象早已被认为是市场营销中的一个重要概念（如 Gardner 和 Levy，1955 年），但人们对其适当的定义却不太一致（Dobni 和 Zinkhan，1990 年）。根据赫尔佐格（1963 年）和纽曼（1957 年）等人的定义以及品牌知识的关联网络记忆模型，品牌形象在此被定义为消费者记忆中的品牌联想所反映的对品牌的认知。品牌联想是与记忆中的品牌节点相关联的其他信息节点，包含了品牌对消费者的意义。品牌联想的好感度、强度和独特性是区分品牌知识的维度，在决定构成品牌资产的差异反应方面发挥着重要作用，尤其是在高参与度决策环境中。在考虑这些维度之前，有必要研究一下消费者记忆中可能存在的不同类型的品牌联想。

Types of brand associations. Brand associations take different forms. One way to distinguish among brand associations is by their level of abstraction (Alba and Hutchinson 1987; Chattopadhyay and Alba 1988; Johnson 1984; Russo and Johnson 1980) - that is, by
品牌联想的类型。品牌联想的形式多种多样。区分品牌联想的一种方法是看它们的抽象程度（Alba 和 Hutchinson，1987 年；Chattopadhyay 和 Alba，1988 年；Johnson，1984 年；Russo 和 Johnson，1980 年）--也就是说，看它们的抽象程度。
how much information is summarized or subsumed in the association. Along this dimension, brand associations can be classified into three major categories of increasing scope: attributes, benefits, and attitudes. Several additional distinctions can be made within these categories according to the qualitative nature of the association.
联想中概括或包含了多少信息。根据这一维度，品牌联想可分为三大类，范围不断扩大：属性、利益和态度。在这些类别中，还可以根据联想的定性性质做出其他一些区分。

Attributes are those descriptive features that characterize a product or service-what a consumer thinks the product or service is or has and what is involved with its purchase or consumption. Attributes can be categorized in a variety of ways (Myers and Shocker 1981). Here, attributes are distinguished according to how directly they relate to product or service performance. Product-related attributes are defined as the ingredients necessary for performing the product or service function sought by consumers. Hence, they relate to a product's physical composition or a service's requirements. Product-related attributes vary by product or service category. Non-product-related attributes are defined as external aspects of the product or service that relate to its purchase or consumption. The four main types of non-product-related attributes are (1) price information, (2) packaging or product appearance information, (3) user imagery (i.e., what type of person uses the product or service), and (4) usage imagery (i.e., where and in what types of situations the product or service is used).
属性是描述产品或服务特征的描述性特征--消费者认为产品或服务是什么或具有什么，以及购买或消费产品或服务涉及到什么。属性有多种分类方法（Myers 和 Shocker，1981 年）。在这里，属性是根据其与产品或服务性能的直接相关程度来区分的。与产品相关的属性被定义为实现消费者所追求的产品或服务功能所必需的成分。因此，它们与产品的物理构成或服务的要求有关。产品相关属性因产品或服务类别而异。非产品相关属性是指与产品或服务的购买或消费有关的外部方面。与产品无关的属性主要有四类：(1) 价格信息，(2) 包装或产品外观信息，(3) 用户形象（即什么类型的人使用产品或服务），(4) 使用形象（即产品或服务在什么地方、什么情况下使用）。

Because product-related attributes are more commonly acknowledged, only non-product-related attributes are elaborated here. The price of the product or service is considered a non-product-related attribute because it represents a necessary step in the purchase process but typically does not relate directly to the product performance or service function. Price is a particularly important attribute association because consumers often have strong beliefs about the price and value of a brand and may organize their product category knowledge in terms of the price tiers of different brands (Blattberg and Wisniewski 1989). Similarly, packaging is considered part of the purchase and consumption process but, in most cases, does not directly relate to the necessary ingredients for product performance. User and usage imagery attributes can be formed directly from a consumer's own experiences and contact with brand users or indirectly through the depiction of the target market as communicated in brand advertising or by some other source of information (e.g., word of mouth). Associations of a typical brand user may be based on demographic factors (e.g., sex, age, race, and income), psychographic factors (e.g., according to attitudes toward career, possessions, the environment, or political institutions), and other factors. Associations of a typical usage situation may be based on the time of day, week, or year, the location (inside or outside the home), or the type of activity (formal or informal), among other aspects. User and usage image attributes can also produce brand personality attributes. Plummer (1985) asserts that one component of brand image is the personality or character of the brand itself. He summarizes research demonstrating that brands can be characterized by personality descriptors such as "youthful," "colorful," and "gentle." These types of associations seem to arise most often as a result of inferences about the underlying user or usage situation. Brand personality attributes may also reflect emotions or feelings evoked by the brand.
由于与产品相关的属性更常见，这里只阐述与产品无关的属性。产品或服务的价格被视为非产品相关属性，因为它代表了购买过程中的一个必要步骤，但通常与产品性能或服务功能没有直接关系。价格是一个特别重要的属性关联，因为消费者通常对一个品牌的价格和价值有着强烈的信念，并可能根据不同品牌的价格等级来组织他们的产品类别知识（Blattberg 和 Wisniewski，1989 年）。同样，包装也被认为是购买和消费过程的一部分，但在大多数情况下与产品性能的必要成分并无直接关系。用户和使用意象属性可以直接来自消费者自身的经验和与品牌用户的接触，也可以通过品牌广告或其他信息来源（如口碑）对目标市场的描述间接形成。典型品牌用户的联想可能基于人口统计因素（如性别、年龄、种族和收入）、心理统计因素（如对职业、财产、环境或政治机构的态度）和其他因素。典型使用情况的关联可能基于一天、一周或一年的时间、地点（室内或室外）或活动类型（正式或非正式）等方面。用户和使用形象属性也能产生品牌个性属性。Plummer（1985）认为，品牌形象的一个组成部分是品牌本身的个性或特征。 他总结的研究表明，品牌可以用 "年轻"、"多彩 "和 "温柔 "等个性描述来表征。这些类型的联想似乎最常见于对潜在用户或使用情况的推断。品牌个性属性还可能反映品牌所唤起的情感或感觉。

Benefits are the personal value consumers attach to the product or service attributes-that is, what consumers think the product or service can do for them. Benefits can be further distinguished into three categories according to the underlying motivations to which they relate (Park, Jaworski, and MacInnis 1986): (1) functional benefits, (2) experiential benefits, and (3) symbolic benefits. Functional benefits are the more intrinsic advantages of product or service consumption and usually correspond to the product-related attributes. These benefits often are linked to fairly basic motivations, such as physiological and safety needs (Maslow 1970), and involve a desire for problem removal or avoidance (Fennell 1978; Rossiter and Percy 1987). Experiential benefits relate to what it feels like to use the product or service and also usually correspond to the product-related attributes. These benefits satisfy experiential needs such as sensory pleasure, variety, and cognitive stimulation. Symbolic benefits are the more extrinsic advantages of product or service consumption. They usually correspond to nonproduct-related attributes and relate to underlying needs for social approval or personal expression and outerdirected self-esteem. Hence, consumers may value the prestige, exclusivity, or fashionability of a brand because of how it relates to their self-concept (Solomon 1983). Symbolic benefits should be especially relevant for socially visible, "badge" products.
利益是消费者对产品或服务属性赋予的个人价值，即消费者认为产品或服务能为他们做什么。根据与之相关的基本动机，利益可进一步分为三类（Park、Jaworski 和 MacInnis，1986 年）：(1）功能性利益；（2）体验性利益；（3）象征性利益。功能性利益是产品或服务消费的内在优势，通常与产品的相关属性相对应。这些利益通常与相当基本的动机有关，如生理和安全需求（马斯洛，1970 年），并涉及消除或避免问题的愿望（Fennell，1978 年；Rossiter 和 Percy，1987 年）。体验性利益与使用产品或服务的感觉有关，通常也与产品的相关属性相对应。这些利益满足了体验性需求，如感官愉悦、多样性和认知刺激。象征性利益是产品或服务消费的外在优势。它们通常与非产品相关属性相对应，与社会认可、个人表达和外在自尊等潜在需求相关。因此，消费者可能会看重品牌的声望、独特性或时尚性，因为这与他们的自我概念有关（所罗门，1983 年）。象征性利益对于社会可见的 "徽章 "产品尤为重要。

Brand attitudes are defined as consumers' overall evaluations of a brand (Wilkie 1986). Brand attitudes are important because they often form the basis for consumer behavior (e.g., brand choice). Though different models of brand attitudes have been proposed, one widely accepted approach is based on a multiattribute formulation in which brand attitudes are a function of the associated attributes and benefits that are salient for the brand. Fishbein and Ajzen (1975; Ajzen and Fishbein 1980) proposed what has been probably the most influential multiattribute model to marketing (Bettman 1986). This expectancy-value model views attitudes as a multiplicative function of (1) the salient beliefs a consumer has about the product or service (i.e., the extent to which consumers think the brand has certain attributes or benefits) and (2) the
品牌态度的定义是消费者对品牌的总体评价（Wilkie，1986 年）。品牌态度之所以重要，是因为它们往往是消费者行为（如品牌选择）的基础。尽管人们提出了不同的品牌态度模型，但一种广为接受的方法是基于多属性的表述，即品牌态度是品牌的相关属性和显著利益的函数。Fishbein 和 Ajzen（1975 年；Ajzen 和 Fishbein，1980 年）提出了可能是对市场营销影响最大的多属性模型（Bettman，1986 年）。这一期望价值模型将态度视为以下两个因素的乘法函数：（1）消费者对产品或服务的显著信念（即消费者认为品牌具有某些属性或优势的程度）；（2）消费者对品牌的期望值。

evaluative judgment of those beliefs (i.e., how good or bad it is that the brand has those attributes or benefits).
对这些信念的评价性判断（即品牌具有这些属性或优势的好坏程度）。

Brand attitudes can be related to beliefs about product-related attributes and the functional and experiential benefits, consistent with work on perceived quality (Zeithaml 1988). Brand attitudes can also be related to beliefs about non-product-related attributes and symbolic benefits (Rossiter and Percy 1987), consistent with the functional theory of attitudes (Katz 1960; Lutz 1991), which maintains that attitudes can serve a "value-expressive" function by allowing individuals to express their self-concepts. Because it is difficult to specify correctly all of the relevant attributes and benefits, researchers building multiattribute models of consumer preference have included a general component of attitude toward the brand that is not captured by the attribute or benefit values of the brand (Park 1991; Srinivasan 1979). Moreover, as noted previously, research also has shown that attitudes can be formed by less thoughtful decision making (Chaiken 1986; Petty and Cacioppo 1986)-for example, on the basis of simple heuristics and decision rules. If consumers lack either the motivation or ability to evaluate the product or service, they may use signals or "extrinsic cues" (Olson and Jacoby 1972) to infer product or service quality on the basis of what they do know about the brand (e.g., product appearance such as color or scent).
品牌态度可能与产品相关属性的信念以及功能性和体验性利益相关，这与感知质量方面的研究成果一致（Zeithaml，1988 年）。品牌态度还可能与非产品相关属性和象征性利益的信念有关（Rossiter 和 Percy，1987 年），这与态度的功能理论（Katz，1960 年；Lutz，1991 年）相一致，该理论认为态度可以通过允许个人表达其自我概念而起到 "价值表达 "的作用。由于很难正确说明所有相关的属性和利益，建立消费者偏好多属性模型的研究人员将品牌的属性或利益价值所无法体现的对品牌态度的一般组成部分纳入其中（Park，1991 年；Srinivasan，1979 年）。此外，如前所述，研究还表明，态度可以通过不那么深思熟虑的决策形成（Chaiken，1986 年；Petty 和 Cacioppo，1986 年）--例如，基于简单的启发式和决策规则。如果消费者缺乏对产品或服务进行评估的动机或能力，他们可能会使用信号或 "外在线索"（Olson 和 Jacoby，1972 年），根据他们对品牌的了解（如产品外观，如颜色或气味）来推断产品或服务的质量。

Thus, the different types of brand associations making up the brand image include product-related or non-product-related attributes; functional, experiential, or symbolic benefits; and overall brand attitudes. These associations can vary according to their favorability, strength, and uniqueness.
因此，构成品牌形象的不同类型的品牌联想包括与产品相关或非产品相关的属性；功能性、体验性或象征性利益；以及整体品牌态度。这些联想因其好感度、强度和独特性而各不相同。

Favorability of brand associations. Associations differ according to how favorably they are evaluated. The success of a marketing program is reflected in the creation of favorable brand associations- that is, consumers believe the brand has attributes and benefits that satisfy their needs and wants such that a positive overall brand attitude is formed.
品牌联想的有利程度。联想的好坏取决于对联想的评价。营销计划的成功体现在创造了有利的品牌联想，即消费者认为品牌的属性和利益能够满足他们的需求和愿望，从而形成积极的整体品牌态度。

MacKenzie (1986) summarizes research evidence suggesting that the "evaluative judgment" component of expectancy-value models of attitude (i.e., consumer perceptions of the favorability of an attribute) is both conceptually and empirically related to attribute importance. Specifically, attribute importance has been equated with polarity of attribute evaluation (Ajzen and Fishbein 1980; Fishbein and Ajzen 1975). In other words, consumers are unlikely to view an attribute or benefit as very good or bad if they do not also consider it to be very important. Hence, it is difficult to create a favorable association for an unimportant attribute.
MacKenzie (1986)总结的研究证据表明，态度的期望值模型中的 "评价性判断 "部分（即消费者对某一属性的好恶的看法）在概念上和经验上都与属性的重要性有关。具体来说，属性重要性等同于属性评价的极性（Ajzen 和 Fishbein，1980 年；Fishbein 和 Ajzen，1975 年）。换句话说，如果消费者不认为某项属性或利益非常重要，他们就不可能将其视为非常好或非常坏。因此，很难对不重要的属性产生有利的联想。
Not all associations for a brand, however, will be relevant and valued in a purchase or consumption decision. For example, consumers often have an association in memory from the brand to the product or package color. Though this association may facilitate brand recognition or awareness or lead to inferences about product quality, it may not always be considered a meaningful factor in a purchase decision. Moreover, the evaluations of brand associations may be situationally or context-dependent and vary according to consumers' particular goals in their purchase or consumption decisions (Day, Shocker, and Srivastava 1979). An association may be valued in one situation but not another (Miller and Ginter 1979). For example, speed and efficiency of service may be very important when a consumer is under time pressure but may have little impact when a consumer is less hurried.
然而，并非所有的品牌联想都与购买或消费决策相关并受到重视。例如，消费者往往会在记忆中将品牌与产品或包装颜色联系起来。虽然这种联想可能会促进品牌识别或认知，或导致对产品质量的推断，但在购买决策中并不总是被视为有意义的因素。此外，对品牌联想的评价可能取决于情境或背景，并根据消费者在购买或消费决策中的特定目标而变化（Day、Shocker 和 Srivastava，1979 年）。一种联想可能在某种情况下受到重视，但在另一种情况下却不受重视（Miller 和 Ginter，1979 年）。例如，当消费者面临时间压力时，服务的速度和效率可能非常重要，但当消费者不那么匆忙时，服务的速度和效率可能影响不大。

Strength of brand associations. Associations can be characterized also by the strength of connection to the brand node. The strength of associations depends on how the information enters consumer memory (encoding) and how it is maintained as part of the brand image (storage). Strength is a function of both the amount or quantity of processing the information receives at encoding (i.e., how much a person thinks about the information) and the nature or quality of the processing the information receives at encoding (i.e., the manner in which a person thinks about the information). For example, the levels- or depth-of-processing approach (Craik and Lockhart 1972; Craik and Tulving 1975; Lockhart, Craik, and Jacoby 1976) maintains that the more the meaning of information is attended to during encoding, the stronger the resulting associations in memory will be. Thus, when a consumer actively thinks about and "elaborates" on the significance of product or service information, stronger associations are created in memory. This strength, in turn, increases both the likelihood that information will be accessible and the ease with which it can be recalled by "spreading activation."
品牌关联的强度。联想的特征还包括与品牌节点的联系强度。联想的强度取决于信息是如何进入消费者记忆（编码）以及如何作为品牌形象的一部分被保留下来（存储）。联想强度既是信息在编码时所接受的处理量或数量（即一个人对信息的思考程度）的函数，也是信息在编码时所接受的处理的性质或质量（即一个人对信息的思考方式）的函数。例如，层次或深度加工法（Craik 和 Lockhart，1972 年；Craik 和 Tulving，1975 年；Lockhart、Craik 和 Jacoby，1976 年）认为，在编码过程中对信息的意义关注越多，记忆中产生的联想就越强。因此，当消费者积极思考并 "阐述 "产品或服务信息的意义时，记忆中就会产生更强的联想。这种联想的强度反过来又会增加信息被获取的可能性，并通过 "扩散激活 "使其更容易被唤起。

Cognitive psychologists believe memory is extremely durable, so that once information becomes stored in memory its strength of association decays very slowly (Loftus and Loftus 1980). Though "available" and potentially retrievable in memory, information may not be "accessible" and easily retrieved without strongly associated reminders or retrieval cues (Tulving and Psotka 1971). Thus, the particular associations for a brand that are salient and "come to mind" depend on the context in which the brand is considered. The larger the number of cues linked to a piece of information, however, the greater the likelihood that the information can be recalled (Isen 1992).
认知心理学家认为，记忆是非常持久的，因此信息一旦储存在记忆中，其关联强度的衰减就会非常缓慢（洛夫特斯和洛夫特斯，1980 年）。尽管信息在记忆中是 "可用的 "和潜在的可检索的，但如果没有强烈的联想提醒或检索线索，信息就不一定是 "可访问的 "和容易检索的（Tulving 和 Psotka，1971 年）。因此，对某一品牌的特定联想是否突出并 "浮现在脑海中"，取决于考虑该品牌的背景。然而，与某一信息相关联的线索越多，该信息被回忆起的可能性就越大（Isen，1992 年）。

Uniqueness of brand associations. Brand associ-
品牌联想的独特性。品牌联想
ations may or may not be shared with other competing brands. The essence of brand positioning is that the brand has a sustainable competitive advantage or "unique selling proposition" that gives consumers a compelling reason for buying that particular brand (Aaker 1982; Ries and Trout 1979; Wind 1982). These differences may be communicated explicitly by making direct comparisons with competitors or may be highlighted implicitly without stating a competitive point of reference. Furthermore, they may be based on product-related or non-product-related attributes or functional, experiential, or image benefits.
其他竞争品牌可能有，也可能没有。品牌定位的精髓在于品牌具有可持续的竞争优势或 "独特的销售主张"，为消费者提供购买该品牌的令人信服的理由（Aaker，1982 年；Ries 和 Trout，1979 年；Wind，1982 年）。这些差异可以通过与竞争对手进行直接比较来明确传达，也可以在不说明竞争参照点的情况下隐晦地强调。此外，这些差异可能基于与产品相关或非产品相关的属性或功能、体验或形象优势。

The presence of strongly held, favorably evaluated associations that are unique to the brand and imply superiority over other brands is critical to a brand's success. Yet, unless the brand has no competitors, the brand will most likely share some associations with other brands. Shared associations can help to establish category membership (MacInnis and Nakamoto 1991) and define the scope of competition with other products and services (Sujan and Bettman 1989). Research on noncomparable alternatives (Bettman and Sujan 1987; Johnson 1984; Park and Smith 1989) suggests that even if a brand does not face direct competition in its product category, and thus does not share productrelated attributes with other brands, it can still share more abstract associations and face indirect competition in a more broadly defined product category. Thus, though a railroad may not compete directly with another railroad, it still competes indirectly with other forms of transportation, such as airlines, cars, and buses.
一个品牌成功的关键在于它是否具有强烈的、受到好评的联想，这些联想是该品牌所独有的，并意味着优于其他品牌。然而，除非该品牌没有竞争对手，否则该品牌很可能会与其他品牌共享某些联想。共同的联想有助于确定类别成员资格（MacInnis 和 Nakamoto，1991 年），并界定与其他产品和服务的竞争范围（Sujan 和 Bettman，1989 年）。对不可比替代品的研究（Bettman 和 Sujan，1987 年；Johnson，1984 年；Park 和 Smith，1989 年）表明，即使一个品牌在其产品类别中不面临直接竞争，因而不与其他品牌共享与产品相关的属性，它仍然可以共享更抽象的关联，并在更广泛定义的产品类别中面临间接竞争。因此，尽管一条铁路可能不会与另一条铁路直接竞争，但它仍然会与其他运输形式（如航空公司、汽车和公共汽车）间接竞争。

A product or service category can be characterized also by a set of associations that include specific beliefs about any member in the category in addition to overall attitudes toward all members in the category. These beliefs include many of the product-related attributes for the relevant brands, as well as more descriptive attributes that do not necessarily relate to product or service performance (e.g., the color of a product, such as red for ketchup). Certain attributes or benefits may be considered "prototypical" and essential to all brands in the category, and a specific brand may be considered an "exemplar" that is most representative of the product or service category (Cohen and Basu 1987; Nedungadi and Hutchinson 1985; Rosch and Mervis 1975; Ward and Loken 1986). For example, consumers might expect a running shoe to provide support and comfort, be built well enough to last through repeated wearings, and so on, and they may believe that Nike or some other leading brand best represents a running shoe. Similarly, consumers might expect a bank to offer a variety of checking and savings accounts, provide branch and electronic delivery services, and so on, and they may consider Bank of
一个产品或服务类别还可以通过一系列关联来描述，这些关联除了对类别中所有成员的总体态度外，还包括对类别中任何成员的具体信念。这些信念包括相关品牌的许多产品相关属性，以及与产品或服务性能不一定相关的描述性属性（例如，产品的颜色，如番茄酱的红色）。某些属性或优势可能被认为是 "原型"，是该类别中所有品牌的基本属性，而某个特定品牌可能被认为是 "典范"，最能代表该产品或服务类别（Cohen 和 Basu，1987 年；Nedungadi 和 Hutchinson，1985 年；Rosch 和 Mervis，1975 年；Ward 和 Loken，1986 年）。例如，消费者可能希望跑鞋具有支撑性和舒适性，结构合理，可以反复穿着，等等，他们可能认为耐克或其他领先品牌最能代表跑鞋。同样，消费者可能希望银行提供各种支票和储蓄账户，提供分行和电子交付服务等，他们可能会认为美国银行是他们的最佳选择。
America or some other market leader to be the best example of a bank.
美国或其他一些市场领导者是银行的最佳典范。

Because the brand is linked to the product category, some product category associations may become linked to the brand, either in terms of specific beliefs or overall attitudes. Product category attitudes can be a particularly important determinant of consumer response. For example, if a consumer thinks banks are basically "unfriendly" and "bad," he or she probably will have similarly unfavorable beliefs about and attitude toward any particular bank simply by virtue of its membership in the category. Thus, in almost all cases, some product category associations that are linked to the brand are shared with other brands in the category. Note that the strength of the brand associations with the product category is an important determinant of brand awareness (Nedungadi and Hutchinson 1985; Ward and Loken 1986).
由于品牌与产品类别相关联，一些产品类别联想可能会与品牌相关联，无论是在具体信念方面还是在总体态度方面。产品类别态度可能是决定消费者反应的一个特别重要的因素。例如，如果消费者认为银行基本上都是 "不友好的 "和 "坏的"，那么他或她很可能仅仅因为某家银行属于产品类别而对该银行抱有类似的不利观念和态度。因此，几乎在所有情况下，与品牌相关的一些产品类别联想都会与该类别中的其他品牌共享。需要注意的是，品牌与产品类别关联的强度是品牌意识的重要决定因素（Nedungadi 和 Hutchinson，1985 年；Ward 和 Loken，1986 年）。

Competitive overlap with other brands associated with the product category does have a downside, however, in terms of possible consumer confusion. For example, Keller (1987) and Burke and Srull (1988) have shown that the number of competing brands advertising in a product category can affect consumers' ability to recall communication effects for a brand by creating "interference" in memory. Keller (1991b) also showed that though these interference effects can produce lower brand evaluations, they can be overcome through the use of ad retrieval cues-that is, distinctive ad execution information that is present when a consumer actually makes a brand evaluation (e.g., at the point of purchase).
然而，与产品类别相关的其他品牌的竞争重叠也有其弊端，即可能造成消费者的混淆。例如，Keller（1987 年）和 Burke 与 Srull（1988 年）的研究表明，在某一产品类别中做广告的竞争品牌的数量会在记忆中产生 "干扰"，从而影响消费者对某一品牌传播效果的回忆能力。Keller（1991b）还表明，尽管这些干扰效应会降低品牌评价，但可以通过使用广告检索线索来克服，即当消费者实际进行品牌评价时（例如，在购买时）出现的独特的广告执行信息。

Interaction among characteristics of brand associations. The level of abstraction and qualitative nature of brand associations should affect their favorability, strength, and uniqueness. For example, imagerelated attributes, such as user type or usage situation, may easily create unique associations. Abstract associations (e.g., benefits and especially attitudes), in contrast, tend to be inherently more evaluative because of the embedded meaning they contain. Because of this evaluative nature, abstract associations tend to be more durable and accessible in memory than the underlying attribute information (Chattopadhyay and Alba 1988). In fact, brand attitudes may be stored and retrieved in memory separately from the underlying attribute information (Lynch, Mamorstein, and Weigold 1988)
品牌联想特征之间的相互作用。品牌联想的抽象程度和定性性质会影响品牌联想的好感度、强度和独特性。例如，与形象相关的属性，如用户类型或使用情况，很容易产生独特的联想。相比之下，抽象联想（如利益，尤其是态度）因其所包含的内在含义，往往在本质上更具评价性。由于这种评价性，抽象联想在记忆中往往比基本属性信息更持久、更易获取（Chattopadhyay 和 Alba，1988 年）。事实上，品牌态度在记忆中的存储和检索可能与基本属性信息分开（Lynch、Mamorstein 和 Weigold，1988 年）。

One important reason for considering brand attitudes to be a brand association is that they can vary in strength (Farquhar 1989). Attitude strength has been measured by the reaction time needed to evaluative queries about the attitude object (Fazio et al. 1986). Individuals who can evaluate an attitude object quickly are assumed to have a highly accessible attitude. Re-
将品牌态度视为品牌联想的一个重要原因是，品牌态度的强度可能不同（Farquhar，1989 年）。态度强度是通过对态度对象的评价性询问所需的反应时间来衡量的（Fazio 等人，1986 年）。能够快速评估态度对象的人被认为具有高度易接近的态度。再
search has shown that attitudes formed from direct behavior or experience are more accessible than attitudes based on information or indirect forms of behavior (Fazio and Zanna 1981). Highly accessible brand attitudes are more likely to be activated spontaneously upon exposure to the brand and guide subsequent brand choices (Berger and Mitchell 1989; Fazio, Powell, and Williams 1989).
研究表明，与基于信息或间接行为形式的态度相比，由直接行为或经验形成的态度更容易被接受（Fazio 和 Zanna，1981 年）。高易接近性的品牌态度更有可能在接触品牌时被自发激活，并指导后续的品牌选择（Berger 和 Mitchell，1989 年；Fazio、Powell 和 Williams，1989 年）。

Figure I summarizes the dimensions of brand knowledge.
图 I 概括了品牌知识的各个维度。

Congruence of brand associations. The favorability and strength of a brand association can be affected by other brand associations in memory. Congruence is defined as the extent to which a brand association shares content and meaning with another brand association. The congruence of brand associations should affect (1) how easily an existing association can be recalled and (2) how easily additional associations can become linked to the brand node in memory. In general, information that is consistent in meaning with existing brand associations should be more easily learned and remembered than unrelated information-though the unexpectedness of information inconsistent in meaning with the brand sometimes can lead to more elaborate processing and stronger associations than even consistent information (Houston, Childers, and Heckler 1987; Myers-Levy and Tybout 1989; Wyer and Srull 1989). That is, consumers may have expectations as to the likelihood that a product or service has a particular association given that it has some other association (Bettman, John, and Scott 1986; Sujan 1985). These expectations should affect consumers' ability to learn new brand information. For example, if a running shoe has a brand association with "very durable and long-lasting," presumably it would be easier to establish an association with "all weather" than with "stylish." As noted subsequently, these expectations also may result in the formation of inferred brand associations. Thus, the strength of an association should depend on how its content relates to the content of other associations for the brand.
品牌联想的一致性。一个品牌联想的好感度和强度会受到记忆中其他品牌联想的影响。一致性被定义为一个品牌联想与另一个品牌联想在内容和意义上的共享程度。品牌联想的一致性会影响：（1）现有联想是否容易被回忆起；（2）其他联想是否容易与记忆中的品牌节点联系起来。一般来说，与现有品牌联想含义一致的信息应该比不相关的信息更容易被学习和记忆--尽管与品牌含义不一致的信息有时会出乎意料地导致更精细的加工和更强的联想，甚至比一致的信息更容易被学习和记忆（Houston、Childers 和 Heckler，1987；Myers-Levy 和 Tybout，1989；Wyer 和 Srull，1989）。也就是说，消费者可能会对产品或服务产生某种特定联想的可能性有所预期，因为它还会产生其他联想（贝特曼、约翰和斯科特，1986 年；苏扬，1985 年）。这些期望会影响消费者学习新品牌信息的能力。例如，如果一款跑鞋的品牌联想是 "非常耐用、经久耐用"，那么与 "时尚 "相比，"全天候 "可能更容易建立联想。如后文所述，这些期望也可能导致推断品牌联想的形成。因此，联想的强度应取决于其内容与品牌其他联想内容之间的关系。

The congruence among brand associations determines the "cohesiveness" of the brand image-that is, the extent to which the brand image is characterized by associations or subsets of associations that share
品牌联想之间的一致性决定了品牌形象的 "凝聚力"，即品牌形象在多大程度上是由具有共同特征的联想或联想子集构成的。

FIGURE 1 图 1

Dimensions of Brand Knowledge
品牌知识的维度

Customer-Based Brand Equity / 7
基于客户的品牌资产 / 7
meaning. The cohesiveness of the brand image may determine consumers' more holistic or gestalt reactions to the brand. Moreover, a "diffuse" brand image, where there is little congruence among brand associations for consumers, can present several potential problems for marketers. First, consumers may be confused as to the meaning of the brand and, because they do not have as much information to which new information can be easily related, new associations may be weaker and possibly less favorable (Heckler, Keller, and Houston 1992). Moreover, because any one association shares little meaning with other associations, brand associations may be more easily changed by competitive actions. Finally, another problem with a diffuse brand image is the greater likelihood that consumers will discount or overlook some potentially relevant brand associations in making brand decisions. For example, research on "part-list cuing effects" has shown that recall of information can inhibit and lower the recall of other information from memory (Alba and Chattopadhyay 1985a,b, 1986; Hoch 1984; Keller 1991a). Hence, only some of the potentially retrievable brand associations actually may be recalled when the brand image is not cohesive and consistent.
意义。品牌形象的凝聚力可能会决定消费者对品牌的整体反应或酝酿反应。此外，"分散 "的品牌形象，即消费者对品牌的联想很少一致，会给营销者带来一些潜在的问题。首先，消费者可能会对品牌的含义感到困惑，而且由于他们没有那么多的信息可以很容易地将新信息联系起来，因此新的联想可能会比较薄弱，也可能不那么有利（Heckler、Keller 和 Houston，1992 年）。此外，由于任何一种联想与其他联想的共同意义不大，品牌联想可能更容易被竞争行为所改变。最后，品牌形象分散的另一个问题是，消费者在做出品牌决策时更有可能忽略或忽视一些潜在的相关品牌联想。例如，对 "部分列表提示效应 "的研究表明，对信息的回忆会抑制和降低对记忆中其他信息的回忆（Alba 和 Chattopadhyay，1985a,b, 1986 年；Hoch，1984 年；Keller，1991a 年）。因此，当品牌形象不连贯、不一致时，只有部分潜在的可检索品牌联想可能会被回忆起来。

As noted, brand equity has been defined in a variety of ways, depending on the particular purpose. Because the goal of this article is to facilitate the development of more effective marketing strategies and tactics, the focus is on brand effects on the individual consumer. The advantage of conceptualizing brand equity from this perspective is that it enables managers to consider specifically how their marketing program improves the value of their brands. Though the eventual goal of any marketing program is to increase sales, it is first necessary to establish knowledge structures for the brand so that consumers respond favorably to marketing activity for the brand. The preceding section provides a detailed framework of brand knowledge. In this section, that framework is used to consider in more detail how knowledge affects consumer response to the marketing of a brand by defining customer-based brand equity and examining how it is built, measured, and managed.
如前所述，品牌资产的定义多种多样，取决于特定的目的。由于本文的目的是促进制定更有效的营销战略和战术，因此重点在于品牌对个人消费者的影响。从这个角度构思品牌资产的优势在于，它能让管理者具体考虑他们的营销计划如何提高品牌价值。尽管任何营销计划的最终目标都是提高销售额，但首先必须建立品牌的知识结构，使消费者对品牌的营销活动做出有利的反应。上一节提供了一个详细的品牌知识框架。在本节中，我们将利用这一框架，通过定义以顾客为基础的品牌资产，研究如何建立、衡量和管理品牌资产，从而更详细地探讨知识如何影响消费者对品牌营销的反应。

Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. Three important concepts are included in the definition: "differential effect," "brand knowledge," and "consumer response to marketing." Differential effect is determined by comparing consumer response to the marketing of a brand with the response to the same marketing of a fictitiously named or unnamed version of the product or service. Brand knowledge is defined in terms of brand awareness and brand image and is conceptualized according to the characteristics and relationships of brand associations described previously. Consumer response to marketing is defined in terms of consumer perceptions, preferences, and behavior arising from marketing mix activity (e.g., brand choice, comprehension of copy points from an ad, reactions to a coupon promotion, or evaluations of a proposed brand extension).
基于顾客的品牌资产被定义为品牌知识对消费者对品牌营销反应的不同影响。该定义包含三个重要概念："差异效应"、"品牌知识 "和 "消费者对营销的反应"。差异效应是通过比较消费者对某一品牌营销的反应和对虚构的或未命名的产品或服务的相同营销反应来确定的。品牌知识是根据品牌意识和品牌形象来定义的，并根据前文所述的品牌联想的特征和关系进行概念化。消费者对营销的反应是指消费者对营销组合活动（如品牌选择、对广告文案要点的理解、对优惠券促销的反应或对拟议品牌延伸的评价）所产生的感知、偏好和行为。

Thus, according to this definition, a brand is said to have positive (negative) customer-based brand equity if consumers react more (less) favorably to the product, price, promotion, or distribution of the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Favorable consumer response and positive customer-based brand equity, in turn, can lead to enhanced revenue, lower costs, and greater profits. Brand knowledge is central to this definition. In particular, the favorability, strength, and uniqueness of the brand associations play a critical role in determining the differential response. If the brand is seen by consumers to be the same as a prototypical version of the product or service in the category, their response should not differ from their response to a hypothetical product or service; if the brand has some salient, unique associations, those responses should differ. The actual nature of how the responses differ depends on consumers' evaluations of these associations, as well as the particular marketing mix element under consideration. Thus, establishing brand awareness and a "positive brand image" (i.e., favorable, strong, and unique brand associations) in consumer memory creates different types of customer-based brand equity, depending on what marketing mix element is under consideration. A brief discussion highlighting some relevant considerations for each of these elements follows.
因此，根据这一定义，如果消费者对品牌的产品、价格、促销或分销的反应比对同一营销组合要素的反应更有利（更不利），而该要素被归因于一个虚构的或未命名的产品或服务版本，则该品牌被称为具有正（负）顾客品牌资产。反过来，消费者的良好反应和以顾客为基础的积极品牌资产又能带来更高的收入、更低的成本和更大的利润。品牌知识是这一定义的核心。特别是，品牌联想的好感度、强度和独特性在决定差异化反应方面起着至关重要的作用。如果消费者认为该品牌与同类产品或服务的原型相同，那么他们的反应就不应该与他们对假设产品或服务的反应不同；如果该品牌有一些突出的、独特的联想，那么这些反应就应该不同。反应不同的实际性质取决于消费者对这些联想的评价，以及所考虑的特定营销组合要素。因此，在消费者记忆中建立品牌意识和 "积极的品牌形象"（即有利的、强烈的和独特的品牌联想），会产生不同类型的基于顾客的品牌资产，这取决于所考虑的营销组合要素。下文将简要讨论每个要素的相关注意事项。

Fundamentally, high levels of brand awareness and a positive brand image should increase the probability of brand choice, as well as produce greater consumer (and retailer) loyalty and decrease vulnerability to competitive marketing actions. Thus, the view of brand loyalty adopted here is that it occurs when favorable beliefs and attitudes for the brand are manifested in repeat buying behavior. Some of these beliefs may reflect the objective reality of the product, in which case no underlying customer-based brand equity may be present, but in other cases they may reflect favorable, strong, and unique associations that go beyond the objective reality of the product (Park 1991).
从根本上说，高水平的品牌认知度和积极的品牌形象应能提高品牌选择的概率，并能提高消费者（和零售商）的忠诚度，降低易受竞争性营销行为影响的程度。因此，本文采用的品牌忠诚度观点认为，当对品牌的好感和态度体现在重复购买行为中时，就会产生品牌忠诚度。其中一些信念可能反映了产品的客观现实，在这种情况下，可能不存在基于顾客的潜在品牌资产，但在其他情况下，它们可能反映了超越产品客观现实的有利、强烈和独特的联想（Park，1991 年）。

High levels of brand awareness and a positive brand image also have specific implications for the pricing,
高品牌知名度和积极的品牌形象对定价也有具体影响、
distribution, and promotion activities related to the brand. First, a positive image should enable the brand to command larger margins and have more inelastic responses to price increases. The most important aspect of the brand image that affects consumer responses to prices is probably overall brand attitude. Consumers with a strong, favorable brand attitude should be more willing to pay premium prices for the brand (Starr and Rubinson 1978). Similarly, a positive image should result in increased consumer search (Simonson, Huber, and Payne 1988) and a willingness to seek out distribution channels for the product or service. Finally, high levels of brand awareness and a positive brand image can increase marketing communication effectiveness. All aspects of the brand image are relevant in determining consumer response to advertising and promotion. For example, several authors note that advertising response and decay patterns are a function of consumers' attitudes and behavior toward the brand (Ray 1982; Rossiter and Percy 1987). They maintain that consumers who are positively predisposed toward a brand may require fewer ad exposures to meet communication objectives. Similarly, one could argue that strong attribute or benefit associations for the brand require less reinforcement through marketing communications.
与品牌有关的分销和促销活动。首先，积极的品牌形象应能使品牌获得更大的利润空间，并对价格上涨作出更无弹性的反应。影响消费者对价格反应的品牌形象的最重要方面可能是整体品牌态度。具有强烈、良好品牌态度的消费者应该更愿意为品牌支付高价（Starr 和 Rubinson，1978 年）。同样，积极的品牌形象也会增加消费者的搜索量（Simonson、Huber 和 Payne，1988 年），并愿意为产品或服务寻找销售渠道。最后，高水平的品牌意识和积极的品牌形象可以提高营销传播的有效性。品牌形象的各个方面都与决定消费者对广告和促销的反应有关。例如，一些作者指出，广告反应和衰减模式是消费者对品牌的态度和行为的函数（Ray，1982 年；Rossiter 和 Percy，1987 年）。他们认为，对品牌有积极倾向的消费者可能需要较少的广告曝光来达到传播目的。同样，我们也可以认为，对品牌的强烈属性或利益联想需要较少的营销传播强化。

In these different ways, customer-based brand equity is enhanced by creating favorable response to pricing, distribution, advertising, and promotion activity for the brand. Moreover, a familiar brand with a positive brand image can also yield licensing opportunities (i.e., the brand name is used by another firm on one of its products) and support brand extensions (i.e., a firm uses an existing brand name to introduce a new product or service), two important growth strategies for firms in recent years. Licensing can be a valuable source of royalty income, as evidenced by the substantial merchandising efforts in recent years, and typically has been employed when brand associations have strong user imagery or brand personality attributes. A more substantial investment and risk profile for the company, however, is required with brand extensions. Because of their potentially lasting effects on consumer knowledge and the effectiveness of future marketing activity, brand extensions are considered in more detail in the section on managing customer-based brand equity.
通过这些不同的方式，以客户为基础的品牌资产通过对品牌的定价、分销、广告和促销活动产生有利的反应而得到加强。此外，一个具有正面品牌形象的熟悉品牌还能带来许可机会（即其他公司在其产品上使用该品牌名称）和支持品牌延伸（即公司使用现有品牌名称推出新产品或服务），这是近年来公司的两个重要增长战略。授权可以成为有价值的特许权使用费收入来源，近年来大量的商品销售活动就证明了这一点，而且通常是在品牌联想具有强烈的用户形象或品牌个性特征的情况下采用的。然而，品牌延伸需要公司投入更多的资金和承担更大的风险。由于品牌延伸可能会对消费者的认知和未来营销活动的有效性产生持久影响，因此我们将在 "基于客户的品牌资产管理 "一节中对品牌延伸进行更详细的讨论。

Building customer-based brand equity requires the creation of a familiar brand that has favorable, strong, and unique brand associations. This can be done both through the initial choice of the brand identities, such as the brand name, logo, or symbol, and through the integration of the brand identities into the supporting marketing program.
要建立以客户为基础的品牌资产，就必须创建一个人们熟悉的、具有良好、强烈和独特品牌联想的品牌。这既可以通过最初选择品牌识别（如品牌名称、标识或符号）来实现，也可以通过将品牌识别整合到配套营销计划中来实现。
Choosing brand identities. To see how the initial choice of the brand identities can affect brand equity, consider the choice of a brand name. A variety of criteria have been suggested for the selection of a brand name (e.g., Aaker 1991; Kotler 1991; Robertson 1989). They generally can be classified according to whether they help enhance brand awareness or facilitate the linkage of brand associations.
选择品牌标识。要了解最初选择品牌标识如何影响品牌资产，可以考虑选择品牌名称。关于品牌名称的选择，已经提出了多种标准（例如，Aaker 1991；Kotler 1991；Robertson 1989）。这些标准一般可根据是否有助于提高品牌知名度或促进品牌联想的联系进行分类。

Alba and Hutchinson (1987) give an extensive discussion of psychological principles that can be useful in understanding how the choice of a name affects brand recall and recognition processes. Some criteria often noted by other researchers are that brand names should be simple, familiar, and distinctive, along the following lines. To enhance the likelihood of successful processing at encoding, the brand name should be easy to comprehend, pronounce, and spell. In fact, market researchers sometimes evaluate the "flicker perception" of brand names (i.e., how quickly a brand name can be perceived and understood when exposed only for an instant) to assess consumer learning of candidate brand names (Dolan 1985). To improve consumer learning of the brand, mnemonic factors (e.g., One-A-Day) and vivid words are often employed that have rich evaluative or experiential imagery (Robertson 1987; but see Myers-Levy 1989). Similarly, the use of a familiar word should be advantageous because much information is present in memory to which the name relates. Finally, a distinctive word is often sought to attract attention and reduce confusion among competing brands.
Alba 和 Hutchinson（1987 年）对心理学原理进行了广泛讨论，这些原理有助于理解名称的选择如何影响品牌的回忆和识别过程。其他研究人员经常提到的一些标准是，品牌名称应简单、熟悉和独特，具体如下。为了提高编码处理成功的可能性，品牌名称应易于理解、发音和拼写。事实上，市场研究人员有时会评估品牌名称的 "闪烁感知"（即品牌名称在瞬间被感知和理解的速度），以评估消费者对候选品牌名称的学习情况（Dolan，1985 年）。为了提高消费者对品牌的学习能力，通常会使用具有丰富评价或体验意象的记忆因素（如 One-A-Day）和生动的词语（Robertson，1987 年；但见 Myers-Levy，1989 年）。同样，使用一个熟悉的词也是有利的，因为在记忆中存在许多与名称相关的信息。最后，一个与众不同的词往往能吸引注意力，减少竞争品牌之间的混淆。

These different choice criteria for a brand name are not necessarily mutually compatible, and it may be difficult to choose names that are simple, familiar, and distinctive. Moreover, factors affecting the ease with which a brand name is recalled differ from factors affecting the ease with which a brand name is recognized. For example, past research suggests that high frequency words (according to conventional use in language) are easier to recall than low frequency words, but low frequency words may be easier to recognize than high frequency words (Gregg 1976; Lynch and Srull 1982). This finding suggests that choosing a familiar word representing a well-known concept or some other common object or property as a brand name may facilitate brand recall, but that choosing a more unusual or distinctive word may facilitate brand recognition. Deciding whether to emphasize recall or recognition properties in choosing a brand name depends on managerial priorities concerning the extent of consumers' in-store processing for the product, the nature of the competitive environment, and so on.
这些不同的品牌名称选择标准并不一定相互兼容，可能很难选择既简单、熟悉又有特色的名称。此外，影响品牌名称记忆难易程度的因素与影响品牌名称识别难易程度的因素也不尽相同。例如，过去的研究表明，高频词（根据语言中的传统用法）比低频词更容易回忆，但低频词可能比高频词更容易识别（Gregg，1976 年；Lynch 和 Srull，1982 年）。这一研究结果表明，选择一个代表众所周知的概念或其他一些常见物体或属性的熟悉词作为品牌名称可能有助于品牌的回忆，但选择一个更不寻常或更独特的词可能有助于品牌的识别。决定在选择品牌名称时是强调回忆性还是识别性，取决于管理者对消费者在店内对产品的处理程度、竞争环境的性质等方面的优先考虑。

The choice of a brand name may also affect the favorability, strength, and uniqueness of brand associations. The suggestiveness or meaningfulness of the brand name should affect how easily brand associa-
品牌名称的选择也会影响品牌联想的好感度、强度和独特性。品牌名称的暗示性或意义性会影响品牌联想的容易程度。
tions are created. The brand name can be chosen to suggest semantically (1) the product or service category or (2) important attributes or benefits within that category. The first consideration should enhance brand name awareness and the identification with the product category. The second consideration affords two important benefits. First, even in the absence of any marketing activity, the semantic meaning of a suggestive brand name may enable consumers to infer certain attributes and benefits. For example, consumers could assume on the basis of the names alone that Daybreak cereal is wholesome and natural, Chief laundry detergent removes tough stains, and Diamond toothpaste whitens and brightens teeth. Second, a suggestive brand name may facilitate marketing activity designed to link certain associations to the brand. Ideally, the brand name can be effectively supported through marketing communications and a distinctive slogan that ties together the brand name and its positioning.
品牌名称的选择品牌名称的选择可以在语义上暗示：(1) 产品或服务类别；(2) 该类别中的重要属性或优势。第一个考虑因素应能提高品牌名称的知名度和对产品类别的认同感。第二个考虑因素有两个重要好处。首先，即使没有任何营销活动，暗示性品牌名称的语义也能让消费者推断出某些属性和好处。例如，消费者仅凭品牌名称就可以推断出 "早餐麦片 "有益健康、纯天然，"酋长 "洗衣粉可以去除顽固污渍，"钻石 "牙膏可以美白牙齿。其次，一个具有暗示性的品牌名称可以促进市场营销活动，将某些联想与品牌联系起来。理想情况下，品牌名称可以通过营销传播和独特的口号得到有效支持，将品牌名称与其定位联系在一起。

Similar choice criteria apply to the other brand identities, such the brand logo or symbol. Moreover, another important objective is to choose the various brand identities to be mutually reinforcing so that they interact positively to satisfy these criteria. Nevertheless, although the judicious choice of brand identities can contribute significantly to customer-based brand equity, the primary input comes from supporting marketing activities for the brand and the various product, price, advertising, promotion, and distribution decisions, as discussed next.
类似的选择标准也适用于其他品牌标识，如品牌标志或符号。此外，另一个重要目标是选择能够相互促进的各种品牌标识，使它们能够积极互动，以满足这些标准。然而，尽管对品牌标识的明智选择能极大地促进以顾客为基础的品牌资产，但主要的投入还是来自品牌的辅助营销活动以及各种产品、价格、广告、促销和分销决策，这一点将在下文中讨论。

Developing supporting marketing programs. Marketing programs are designed to enhance brand awareness and establish favorable, strong, and unique brand associations in memory so that consumers purchase the product or service. Brand awareness is related to brand familiarity. Alba and Hutchinson (1987) define brand familiarity as the number of productrelated experiences that have been accumulated by the consumer (through product usage, advertising, etc.). Greater brand familiarity, through repeated exposures to a brand, should lead to increased consumer ability to recognize and recall the brand. Thus, the appropriate marketing strategy to increase brand awareness and familiarity is clear from the definition-anything that causes the consumer to "experience" or be exposed to the brand has the potential to increase familiarity and awareness. Frequent and prominent mentions in advertising and promotion vehicles can intrusively increase consumer exposure to the brand, as can event or sports sponsorship, publicity, and other activities.
制定配套营销计划。营销计划旨在提高品牌知名度，在消费者的记忆中建立良好、强烈、独特的品牌联想，从而购买产品或服务。品牌知名度与品牌熟悉度有关。Alba 和 Hutchinson（1987 年）将品牌熟悉度定义为消费者（通过产品使用、广告等）积累的与产品相关的经验数量。通过反复接触品牌，消费者对品牌的熟悉程度越高，其识别和回忆品牌的能力就越强。因此，从定义中可以清楚地看出，提高品牌知名度和熟悉度的适当营销策略--任何导致消费者 "体验 "或接触品牌的行为都有可能提高品牌的熟悉度和知名度。在广告和促销活动中频繁、突出地提及品牌，可以增加消费者对品牌的接触，对活动或体育的赞助、宣传和其他活动也是如此。

Favorable, strong, and unique associations can be created by the marketing program in a variety of wellestablished ways that are only highlighted here. The product or service specifications themselves are the primary basis for the product-related attribute associations and determine a consumer's fundamental understanding of what the product or service means. Similarly, the pricing policy for the brand directly creates associations to the relevant price tier or level for the brand in the product category, as well as its corresponding price volatility or variance (e.g., in terms of the frequency and magnitude of discounts).
营销计划可以通过多种行之有效的方式建立有利、强烈和独特的联想，在此仅作重点介绍。产品或服务规格本身是产品相关属性联想的主要基础，决定了消费者对产品或服务含义的基本理解。同样，品牌的定价政策也会直接产生与该品牌在产品类别中的相关价格层级或水平，以及相应的价格波动或差异（如折扣的频率和幅度）相关的联想。

The marketing communication efforts by the firm, in contrast, afford a flexible means of shaping consumer perceptions of the product or service. At times, marketers may have to translate attributes into their corresponding benefits for consumers through advertising or other forms of communication. Marketing communications also may be helpful in creating user and usage imagery attributes. The strength of brand associations from communication effects depends on how the brand identities are integrated into the supporting marketing program-for example, the position and prominence of the brand identities in a television ad (Keller 1992). Though delaying brand identification until the end of a television commercial may increase attention levels during commercial exposure, resulting in many communication effects being stored in memory (e.g., ad execution and brand claim information, as well as affective and cognitive responses to that information), it may also produce weak links from these effects to the brand. Finally, wordof-mouth and other social influences also play an important role, especially for user and usage imagery at tributes.
相比之下，企业的营销传播工作则是塑造消费者对产品或服务看法的灵活手段。有时，营销人员可能需要通过广告或其他形式的传播，将属性转化为消费者的相应利益。营销传播还有助于创造用户和使用意象属性。传播效果所产生的品牌联想的强度取决于品牌识别如何融入辅助营销计划--例如，品牌识别在电视广告中的位置和显著性（Keller，1992 年）。虽然将品牌识别推迟到电视广告结束时进行可能会提高广告曝光时的注意力水平，从而将许多传播效果储存在记忆中（例如，广告执行和品牌诉求信息，以及对这些信息的情感和认知反应），但这也可能会产生这些效果与品牌之间的薄弱联系。最后，口碑和其他社会影响也发挥着重要作用，尤其是对用户和使用形象的影响。

Leveraging secondary associations. The definition of customer-based brand equity does not distinguish between the sources of brand beliefs (Fishbein and Ajzen 1975)-that is, whether beliefs are created by the marketer or by some other source of influence such as reference groups or publicity. All that matters is the favorability, strength, and uniqueness of brand associations which, combined with brand awareness, can produce differential consumer response to the marketing of a brand. Nevertheless, it is worthwhile to consider in greater depth how belief associations about the attributes and benefits of the brand arise.
利用次级联想。以顾客为基础的品牌资产的定义并不区分品牌信念的来源（Fishbein 和 Ajzen，1975 年），即品牌信念是由营销者创造的，还是由其他影响来源（如参考群体或宣传）创造的。重要的是品牌联想的好感度、强度和独特性，它们与品牌意识相结合，可以产生消费者对品牌营销的不同反应。尽管如此，我们还是应该更深入地思考有关品牌属性和利益的信念联想是如何产生的。

One way belief associations are created is on the basis of direct experience with the product or service. A second way is by information about the product or service communicated by the company, other commercial sources, or word of mouth. Of the two, direct experience may create stronger associations in memory given its inherent self-relevance (Hertel 1982). These episodic memory traces (Tulving 1983) may be especially important for user and usage image attribute associations. A third important way that belief associations are created is on the basis of inferences
产生信念联想的一种方式是基于对产品或服务的直接体验。第二种方式是通过公司、其他商业渠道或口口相传的产品或服务信息。在这两种方式中，直接经验由于其固有的自我相关性，可能会在记忆中产生更强的联想（Hertel，1982 年）。这些偶发记忆痕迹（Tulving，1983 年）可能对用户和使用形象属性关联尤为重要。建立信念联想的第三个重要途径是推论
from some existing brand associations. That is, many associations are assumed to exist for the brand because it is characterized by other associations. The type and strength of inferencing are a function of the correlations perceived by consumers among attributes or benefits (Ford and Smith 1987; Huber and McCann 1982). For example, some consumers in certain categories may infer a high level of product or service quality from a high price, as well as infer specific attributes or benefits such as prestige and social status. Dick, Chakravarti, and Biehal (1990) refer to these types of inferences as based on "probabilistic consistency." They note that "evaluative consistency" inferences may also occur, as when consumers infer the favorability of a brand attribute or benefit on the basis of their overall brand attitude or their evaluation of some other perceived attribute or benefit.
从现有的一些品牌联想中提取。也就是说，假定品牌存在许多联想，因为它具有其他联想的特征。推断的类型和强度是消费者所感知的属性或利益之间相关性的函数（Ford 和 Smith，1987 年；Huber 和 McCann，1982 年）。例如，某些类别的消费者可能会从高价格中推断出高水平的产品或服务质量，以及推断出声望和社会地位等特定属性或利益。Dick、Chakravarti 和 Biehal（1990 年）将这类推断称为基于 "概率一致性 "的推断。他们指出，"评价一致性 "推断也可能发生，比如消费者根据其对品牌的整体态度或对其他一些感知属性或利益的评价来推断品牌属性或利益的可取性。

Another type of inferred association occurs when the brand association itself is linked to other information in memory that is not directly related to the product or service. Because the brand becomes identified with this other entity, consumers may infer that the brand shares associations with that entity, thus producing indirect or "secondary" links for the brand. These secondary associations may lead to a transfer of global associations such as attitude or credibility (e.g., expertise, trustworthiness, and attractiveness) or more specific attributes and benefits related to the product or service meaning. Secondary associations may arise from primary attribute associations related to (1) the company, (2) the country of origin, (3) the distribution channels, (4) a celebrity spokesperson or endorsor of the product or service, or (5) an event.
另一种推断联想是指品牌联想本身与记忆中与产品或服务没有直接关系的其他信息相联系。由于品牌被其他实体所识别，消费者可能会推断出品牌与该实体有相同的关联，从而产生品牌的间接或 "次级 "联系。这些次级关联可能会导致全球性关联的转移，如态度或可信度（如专业知识、可信度和吸引力），或与产品或服务意义相关的更具体的属性和利益。次级联想可能来自与以下方面有关的主要属性联想：(1) 公司；(2) 原产国；(3) 分销渠道；(4) 产品或服务的名人代言人或代言人；或 (5) 某一事件。

The first three types of secondary associations involve "factual sources" for the brand (i.e., who makes it, where it is made, and where it is purchased). This information is almost always potentially available to consumers, but its strength of association with the brand depends on the emphasis it receives. First, the brand may vary by the extent to which it is identified with a particular company. Establishing a connection with a company may cause existing associations for that company to become secondary associations for the brand (e.g., perceptions of company reputation and credibility). The branding strategy adopted by the company making the product or providing the service is the most important factor affecting the strength of the company's association with the brand. Three main branding strategies are possible (Kotler 1991). First, companies may choose individual brand names for different products and services without any explicit mention of the company (e.g., Procter & Gamble with Tide, Bold, Dash, Cheer, Gain, Oxydol, and Duz laundry detergents). Second, companies may choose their name for all of their products or services (e.g., General Electric and Heinz). Third, companies may choose a hybrid or sub-brand strategy whereby they combine their company name with individual brand names (e.g., Kellogg's Corn Flakes and Courtyard by Marriott). The latter two types of branding strategies should facilitate access to consumers' overall attitudes toward the company. The sub-brand strategy offers an additional potential benefit in that it can allow for the creation of more specific brand beliefs.
前三类二次联想涉及品牌的 "事实来源"（即谁生产、在哪里生产、在哪里购买）。消费者几乎总能获得这些信息，但其与品牌关联的强度取决于其受到的重视程度。首先，品牌与特定公司的关联程度可能不同。与某一公司建立联系可能会使消费者对该公司的现有联想成为品牌的次级联想（如对公司声誉和信誉的看法）。生产产品或提供服务的公司所采取的品牌战略是影响公司与品牌联系强度的最重要因素。主要有三种品牌战略（科特勒，1991 年）。首先，公司可以为不同的产品和服务选择单独的品牌名称，而不明确提及公司（例如，宝洁公司的汰渍、Bold、Dash、Cheer、Gain、Oxydol 和 Duz 洗衣粉）。第二，公司可以为其所有产品或服务选择自己的名称（如通用电气和亨氏）。第三，公司可以选择混合或子品牌战略，将公司名称与单个品牌名称相结合（如 Kellogg's Corn Flakes 和 Courtyard by Marriott）。后两类品牌战略应有助于了解消费者对公司的整体态度。子品牌战略还有一个潜在的好处，那就是可以创建更具体的品牌信念。

Similarly, a brand may be associated with its "country of origin" (i.e., the country in which the company makes the product or provides the service) in such a way that consumers infer specific beliefs and evaluations (Erickson, Johansson, and Chao 1984; Hong and Wyer 1989, 1990). For example, French wines, German automobiles, and Japanese electronics probably all benefit from such inferences. Finally, the distribution channels for a product may also create secondary associations. Consumers can form "brand" images of retailers (Jacoby and Mazursky 1984) on the basis of their product assortment, pricing and credit policy, quality of service, and so on. These store images have associations that may be linked to the products they sell (e.g., prestige and exclusivity vs. bargaindriven and mass appeal). Similar types of images may be formed for catalogs and other forms of direct marketing.
同样，一个品牌可能与其 "原产国"（即公司生产产品或提供服务的国家）相关联，从而使消费者推断出特定的信念和评价（Erickson、Johansson 和 Chao，1984 年；Hong 和 Wyer，1989 年，1990 年）。例如，法国葡萄酒、德国汽车和日本电子产品可能都得益于这种推断。最后，产品的销售渠道也会产生次级联想。消费者可以根据零售商的产品种类、定价和信贷政策、服务质量等形成对零售商的 "品牌 "印象（Jacoby 和 Mazursky，1984 年）。这些商店形象可能与其销售的产品相关联（例如，声誉和独家经营与廉价和大众吸引力）。目录和其他形式的直销也会形成类似的形象。

The final two types of secondary associations occur when the primary brand associations are for user and usage situation attributes, especially when they are for a particular person or event. Consider the case in which advertising creates an association between a brand and a celebrity endorser (Rossiter and Percy 1987). As a result, other associations for the celebrity may become related to the brand. Ideally, one such association would be a favorable attitude toward the celebrity-for example, a well-known person could lend credibility to product or service claims because of his or her expertise, trustworthiness, or attractiveness. Additionally, more specific beliefs may be involved (Kahle and Homer 1985; McCracken 1989). Thus, consumers have images of celebrity endorsors in their minds as a result of observing the celebrities in their own field of endeavor or as a result of media coverage. A celebrity invariably has some personality attribute associations, as well as possibly some productrelated attribute associations, that may become linked to the brand. Similarly, a brand may also become associated with a particular event. Again, that event may be characterized by a set of attribute and attitude associations in memory. When the brand becomes linked with the event, some of these associations with the event may become indirectly associated with the brand. Finally, as noted previously, identification with the product category itself can also result in inferences producing secondary associations.
当主要品牌联想是针对用户和使用环境属性时，尤其是针对某个特定的人或事件时，就会产生最后两种类型的次级联想。例如，广告在品牌和名人代言人之间建立了联系（Rossiter 和 Percy，1987 年）。因此，名人的其他联想也可能与品牌相关。理想情况下，这种联想之一是对名人的好感--例如，一个知名人士可能会因为其专业知识、可信度或吸引力而使产品或服务声明具有可信度。此外，还可能涉及更具体的信念（Kahle 和 Homer，1985 年；McCracken，1989 年）。因此，消费者脑海中的名人代言人形象是他们在自己的工作领域观察名人或媒体报道的结果。名人必然会有一些个性属性联想，也可能有一些与产品相关的属性联想，这些联想可能会与品牌联系在一起。同样，品牌也可能与某一特定事件相关联。同样，记忆中的一系列属性和态度联想也可能是该事件的特征。当品牌与事件联系在一起时，其中一些与事件的关联可能会间接地与品牌联系在一起。最后，如前所述，对产品类别本身的认同也会导致产生次级联想的推论。

Secondary brand associations may be important if
次要品牌联想可能很重要，如果
existing brand associations are deficient in some way. In other words, secondary associations can be leveraged to create favorable, strong, and unique associations that otherwise may not be present. Choosing to emphasize the company or a particular person, place, or event should be based on consumers' awareness of that entity, as well as how the beliefs and attitudes about the entity can become linked to the brand (see chapter 11 of Rossiter and Percy 1987 for an excellent discussion). Such a strategy makes sense if consumers already have associations for the company, person, place, or event that are congruent with desired brand associations. For example, consider a country such as New Zealand, which is known for having more sheep than people. A New Zealand sweater manufacturer that promotes its product on the basis of its New Zealand wool presumably could more easily establish strong and favorable brand associations because New Zealand may already mean "wool" to many people. Secondary brand associations may be risky, however, because some control of the brand image is given up. The company, person, place, or event that makes up the primary brand association will undoubtedly have a host of associations of which only some smaller set will be of interest to the marketer. Managing the transfer process so that only the relevant secondary associations become linked to the brand may be difficult. Moreover, these images may change over time as consumers learn more about the entity, and new associations may or may not be advantageous for the brand.
现有的品牌联想在某些方面存在不足。换句话说，可以利用次要联想来创造有利的、强烈的和独特的联想，否则这些联想可能不会出现。选择强调公司或某个特定的人、地点或事件，应基于消费者对该实体的认识，以及有关该实体的信念和态度如何与品牌联系起来（见 Rossiter 和 Percy 1987 年著作第 11 章的精彩论述）。如果消费者已经对公司、个人、地点或事件产生了与期望的品牌联想相一致的联想，那么这样的战略就是有意义的。例如，新西兰以羊多于人而闻名。如果一家新西兰毛衣生产商以新西兰羊毛为基础进行产品推广，可能会更容易建立强大而有利的品牌联想，因为新西兰对许多人来说可能已经意味着 "羊毛"。然而，二级品牌联想可能有风险，因为它放弃了对品牌形象的某些控制。构成主要品牌联想的公司、个人、地点或事件无疑会有许多联想，而营销者只对其中较小的一组感兴趣。要管理好转移过程，使只有相关的次要联想与品牌联系起来，可能会很困难。此外，随着时间的推移，这些形象可能会随着消费者对实体了解的增多而发生变化，新的关联可能对品牌有利，也可能不利。

There are two basic approaches to measuring customerbased brand equity. The "indirect" approach attempts to assess potential sources of customer-based brand equity by measuring brand knowledge (i.e., brand awareness and brand image). The "direct" approach attempts to measure customer-based brand equity more directly by assessing the impact of brand knowledge on consumer response to different elements of the firm's marketing program. The indirect and direct approaches to measuring customer-based brand equity are complementary and should be used together. The indirect approach is useful in identifying what aspects of brand knowledge cause the differential response that creates customer-based brand equity; the direct approach is useful in determining the nature of the differential response. Though detailed descriptions and critiques of the many specific techniques behind these two approaches are beyond the scope of this article (see Aaker 1991 for additional discussion), it is worthwhile to highlight them briefly.
衡量客户品牌资产有两种基本方法。间接 "方法试图通过衡量品牌知识（即品牌意识和品牌形象）来评估顾客品牌资产的潜在来源。而 "直接 "方法则试图通过评估品牌知识对消费者对企业营销计划不同要素的反应的影响，更直接地衡量客户品牌资产。衡量客户品牌资产的间接法和直接法是相辅相成的，应同时使用。间接法有助于确定品牌知识的哪些方面会导致产生顾客品牌资产的不同反应；直接法则有助于确定不同反应的性质。虽然对这两种方法背后的许多具体技术的详细描述和评论超出了本文的范围（更多讨论见 Aaker 1991），但还是值得简要强调一下。

Indirect approach. The first approach to measuring customer-based brand equity, measuring brand knowledge, requires measuring brand awareness and the characteristics and relationships among brand associations. Because any one measure typically captures only a particular aspect of brand knowledge, multiple measures must be employed to capture the multidimensional nature of brand knowledge.
间接方法。衡量基于顾客的品牌资产的第一种方法是衡量品牌知识，这需要衡量品牌意识以及品牌关联的特征和关系。由于任何一种测量方法通常只能捕捉到品牌知识的一个特定方面，因此必须采用多种测量方法才能捕捉到品牌知识的多维性。

Brand awareness can be assessed effectively through a variety of aided and unaided memory measures (see Srull 1984 for a review) that can be applied to test brand recall and recognition. For example, brand recognition measures may use the actual brand name or some perceptually degraded version of the brand name (Alba and Hutchinson 1987). Brand recall measures may use different sets of cues, such as progressively narrowly defined product category labels. Besides correctness, the ease of recall and recognition performance can be assessed with more subtle measures such as response latencies to provide a fuller picture of memory performance with respect to the brand (Fazio 1987). Brand recall can also be coded in terms of the order of recall to capture the extent to which the name is "top of mind" and thus strongly associated with the product category in memory.
品牌认知度可以通过各种辅助和非辅助记忆方法（见 Srull 1984 年的综述）进行有效评估，这些方法可用于测试品牌回忆和识别。例如，品牌识别测量可以使用实际的品牌名称，也可以使用品牌名称的某些感知降级版本（Alba 和 Hutchinson，1987 年）。品牌回忆测量可使用不同的线索集，如逐步缩小的产品类别标签。除了正确性之外，还可以通过反应潜伏期等更微妙的测量方法来评估回忆和识别的难易程度，从而更全面地反映与品牌有关的记忆表现（Fazio，1987 年）。品牌记忆还可以根据记忆顺序进行编码，以反映名称在记忆中的 "首要地位"，从而与产品类别紧密联系的程度。

There are many ways to measure the characteristics of brand associations (i.e., their type, favorability, and strength). Qualitative techniques can be employed to suggest possible associations. For example, free association tasks can be used whereby consumers describe what the brand means to them in an unstructured format, either individually or in small groups. Specifically, consumers might be probed in terms of "who, what, when, where, why, and how" types of questions about the brand. Projective techniques (Levy 1978,1981 , 1985) such as sentence completion, picture interpretation, and brand personality descriptors may also be useful, especially if consumers are unwilling or otherwise unable to express their feelings.
衡量品牌关联特征（即关联类型、好感度和强度）的方法有很多。可以采用定性技术来提出可能的联想。例如，可以使用自由联想任务，让消费者以个人或小组的形式，描述品牌对他们的意义。具体来说，消费者可能会被问到有关品牌的 "谁、什么、何时、何地、为什么和如何 "等问题。投射技术（Levy，1978 年、1981 年、1985 年），如句子完成、图片解读和品牌个性描述也可能有用，尤其是当消费者不愿意或无法表达自己的感受时。

These indirect measures, however, may not adequately capture the favorability or strength of associations, and more direct measures often are necessary to provide additional information. For example, Ajzen and Fishbein (1980) give a detailed description of how beliefs and evaluations of attributes and benefits can be scaled and how attitudes can be measured through a structured format, providing an illustrative example in a consumer setting. As noted previously, response time measures of attitudes have been used as a proxy for attitude strength.
然而，这些间接测量方法可能无法充分反映关联的有利程度或强度，通常需要更直接的测量方法来提供更多信息。例如，Ajzen 和 Fishbein（1980 年）详细描述了如何对属性和利益的信念和评价进行标度，以及如何通过结构化的形式对态度进行测量，并提供了一个消费者背景下的示例。如前所述，态度的反应时间测量被用作态度强度的代表。

Relationships among brand associations can be measured by two general approaches: (1) comparing the characteristics of brand associations in some way and (2) directly asking consumers for information relevant to the congruence, competitive overlap, or leverage for the brand associations. Congruence is the extent to which brand associations are shared. Congruence can be assessed by comparing the pattern of associations across consumers to determine which as-
品牌联想之间的关系可以通过两种一般方法来衡量：（1）以某种方式比较品牌联想的特征；（2）直接向消费者询问与品牌联想的一致性、竞争重叠或杠杆作用相关的信息。一致性是指品牌联想的共享程度。一致性可以通过比较不同消费者的联想模式来评估，以确定哪种联想模式与其他消费者的联想模式相同。
sociations are common or distinctive. Additionally, consumers could be asked directly their conditional expectations for attribute, benefit, or attitude associations (i.e., the likelihood that a product or service has one association given that it has another).
关联是常见的还是独特的。此外，还可以直接询问消费者对属性、利益或态度关联的条件预期（即产品或服务在具有某种关联的情况下具有另一种关联的可能性）。

Competitive overlap of brand associations is the extent to which brand associations are linked to the product category (i.e., identification) and are or are not shared with other brands (i.e., uniqueness). Identification can be assessed by examining how consumers respond to brand recall tasks with product category or some other type of cues. Uniqueness of brand associations can be assessed by comparing the characteristics of associations of the focal brand (i.e., their type, favorability, and strength) with the characteristics of associations for competing brands. Additionally, consumers could be asked directly (1) how strongly they identify the brand with the product category and (2) what they consider to be the unique and shared aspects of the brand. Multivariate techniques such as multidimensional scaling also can be employed (Aaker and Day 1986).
品牌联想的竞争重叠是指品牌联想与产品类别的关联程度（即识别性），以及是否与其他品牌共享（即独特性）。识别性可以通过研究消费者对带有产品类别或其他类型线索的品牌回忆任务的反应来评估。品牌联想的独特性可以通过比较重点品牌的联想特征（即其类型、好感度和强度）与竞争品牌的联想特征来评估。此外，还可以直接询问消费者：(1) 他们对品牌与产品类别的认同程度；(2) 他们认为品牌有哪些独特和共同的方面。还可以采用多维标度等多变量技术（Aaker 和 Day，1986 年）。

Leverage is the extent to which other brand associations linked to a brand association become secondary associations for the brand. Leverage can be assessed by comparing the characteristics for the particular company, person, place, event, or product category with those characteristics for the focal brand according to their type, favorability, and strength. Additionally, consumers could be asked directly what inferences are made about the brand on the basis of knowledge of the particular person, place, event, company, or product category.
杠杆作用是指与某一品牌相关联的其他品牌联想成为该品牌次级联想的程度。可以通过比较特定公司、个人、地点、事件或产品类别的特征与焦点品牌特征的类型、好感度和强度来评估杠杆作用。此外，还可以直接询问消费者，根据对特定人物、地点、事件、公司或产品类别的了解，会对品牌做出哪些推断。

Direct approach. The second approach to measuring customer-based brand equity, directly measuring the effects of brand knowledge on consumer response to marketing for the brand, requires experiments in which one group of consumers responds to an element of the marketing program when it is attributed to the brand and another group of consumers responds to that same element when it is attributed to a fictitiously named or unnamed version of the product or service. By attributing the marketing element to an unfamiliar or anonymous product, consumers should interpret it with respect to their general knowledge about the product or service, as well as prototypical product or service specifications and price, promotion, and distribution strategies. Comparing the responses of the two groups thus provides an estimate of the effects due to the specific knowledge about the brand that goes beyond basic product or service knowledge
直接方法。第二种测量顾客品牌资产的方法是直接测量品牌知识对消费者对品牌营销反应的影响，这就要求在实验中，一组消费者对归属于品牌的营销项目元素作出反应，另一组消费者对归属于虚构的或未命名的产品或服务的营销项目元素作出反应。通过将营销要素归因于一个陌生或匿名的产品，消费者应该根据他们对产品或服务的一般了解，以及产品或服务的原型规格和价格、促销及分销策略来解释它。因此，对两组消费者的反应进行比较，就能估算出对品牌的具体了解所产生的影响，而这种了解超出了对产品或服务的基本了解。

The classic example of this approach is the socalled "blind" test in which consumers evaluate a product on the basis of a description, examination, or actual consumption experience, either with or without brand attribution. Past research of this type has shown that knowledge of the brand affects consumer perceptions, preferences, and choices for a product (e.g., Allison and Uhl 1964; Jacoby, Olson, and Haddock 1971). Blind tests could be used to examine consumer response to other elements of the marketing mix such as proposed pricing, promotion, and channels of distribution changes.
这种方法的典型例子是所谓的 "盲测"，即消费者根据描述、检查或实际消费体验对产品进行评估，无论是否有品牌归属。过去的此类研究表明，对品牌的了解会影响消费者对产品的认知、偏好和选择（例如，Allison 和 Uhl，1964 年；Jacoby、Olson 和 Haddock，1971 年）。盲测可用于考察消费者对营销组合中其他要素的反应，如建议的定价、促销和分销渠道的变化。

One important consideration with the direct approach is the experimental realism that can be achieved when some aspect of the marketing program is attributed to a fictitiously named or unnamed version of the product or service. Detailed concept statements can be employed in some situations when it may be otherwise difficult for consumers to examine or experience the marketing mix element without being aware of the brand. Thus, concept statements may be useful in assessing customer-based brand equity when consumers make a product choice or evaluate a change in the product or service composition, judge a proposed brand extension, or respond to a proposed price or distribution change. Assessing customer-based brand equity with marketing communications presents a bigger challenge with the direct approach (e.g., consumer response to a proposed new advertising campaign). In this case, storyboards and animatic or photomatic versions of an ad could be used rather than a finished ad to allow for the necessary disguise of the brand. Though this approach should work well with "informational" ads, it probably would be less appropriate for "transformational" ads emphasizing user, usage, or some other type of imagery, in which production values are a critical ingredient in achieving communication goals (Rossiter and Percy 1987).
直接方法的一个重要考虑因素是，当营销计划的某些方面归属于虚构的或未命名的产品或服务时，可以实现实验的真实性。在某些情况下，消费者可能很难在不了解品牌的情况下考察或体验营销组合要素，这时可以采用详细的概念陈述。因此，当消费者做出产品选择或评估产品或服务构成的变化、判断拟议的品牌延伸或对拟议的价格或分销变化做出反应时，概念陈述可能有助于评估基于顾客的品牌资产。通过营销传播评估基于顾客的品牌资产，对于直接方法（如消费者对拟议的新广告活动的反应）来说是一个更大的挑战。在这种情况下，可以使用广告的故事板、动画或图片版本，而不是广告成品，以便对品牌进行必要的伪装。虽然这种方法在 "信息性 "广告中效果不错，但对于强调用户、使用或其他类型图像的 "变革性 "广告来说，可能就不那么合适了，因为在这些广告中，制作价值是实现传播目标的关键因素（Rossiter 和 Percy，1987 年）。

Finally, another potentially useful approach for directly assessing customer-based brand equity is conjoint or tradeoff analysis (Green and Srinivasan 1978, 1990; Green and Wind 1975). Conjoint analysis can be used to explore the main effects of the brand name (i.e., differences in preference or choice for the brand) and interaction effects between the brand name and other marketing mix elements such as price, product or service features, and promotion or channel choices (i.e., differences in perceptions for the brand). For example, Rangaswamy, Burke, and Oliva (1990) use conjoint analysis to explore how brand names interact with physical product features to affect the extendability of brand names to new product categories. Note that if conjoint analysis is employed, care must be taken that consumers do not evaluate unrealistic product profiles or scenarios that violate their basic expectations for the product or brand (Park 1991; Srinivasan 1979).
最后，另一种直接评估客户品牌资产的潜在有用方法是联合分析或权衡分析（Green 和 Srinivasan，1978 年，1990 年；Green 和 Wind，1975 年）。联合分析可用于探索品牌名称的主要影响（即对品牌偏好或选择的差异），以及品牌名称与其他营销组合要素（如价格、产品或服务特征、促销或渠道选择）之间的交互影响（即对品牌认知的差异）。例如，Rangaswamy、Burke 和 Oliva（1990 年）使用联合分析法探讨了品牌名称如何与实际产品特征相互作用，从而影响品牌名称对新产品类别的扩展性。需要注意的是，如果采用联合分析法，必须注意不要让消费者评价不切实际的产品概况或违反他们对产品或品牌基本期望的情况（Park，1991 年；Srinivasan，1979 年）。

Table 1 summarizes the different measurement alternatives for customer-based brand equity.
表 1 总结了以顾客为基础的品牌资产的不同衡量方法。

TABLE 1 表 1

Measurement of Brand Knowledge Constructs Related to Customer-Based Brand Equity
与基于客户的品牌资产相关的品牌知识结构的测量

This table describes the indirect approach of assessing potential sources of customer-based brand equity by measuring brand knowledge. The direct approach to measuring customer-based brand equity involves measuring the effects of brand knowledge on consumer response to marketing-for example, by conducting experiments in which one group of consumers respond to an element of the marketing mix when it is attributed to the brand, and another group of consumers respond to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service.
本表介绍了通过测量品牌知识来评估顾客品牌资产潜在来源的间接方法。衡量顾客品牌资产的直接方法包括衡量品牌知识对消费者营销反应的影响--例如，在实验中，一组消费者对归因于品牌的营销组合要素作出反应，另一组消费者对归因于虚构的或未命名的产品或服务的相同营销组合要素作出反应。

According to the definition of customer-based brand equity, no single number or measure captures brand equity. Rather, brand equity should be thought of as a multidimensional concept that depends on (1) what knowledge structures are present in the minds of consumers and (2) what actions a firm can take to capitalize on the potential offered by these knowledge structures. Different firms may be more or less able to maximize the potential value of brand according to the type and nature of marketing activities that they are able to undertake. Nevertheless, six general guidelines based on the preceding conceptual framework are presented here to help marketers better manage customer-based brand equity.
根据以顾客为基础的品牌资产的定义，没有一个单一的数字或衡量标准可以捕捉品牌资产。相反，品牌资产应被视为一个多维概念，它取决于：（1）消费者心智中存在哪些知识结构；（2）企业可以采取哪些行动来利用这些知识结构所提供的潜力。不同的企业可能会根据其能够开展的营销活动的类型和性质，或多或少地将品牌的潜在价值最大化。尽管如此，本文还是根据上述概念框架提出了六条一般性指导原则，以帮助营销人员更好地管理以客户为基础的品牌资产。

First, marketers should adopt a broad view of marketing decisions. Marketing activity for a brand po- tentially can create value for the brand by improving consumers' ability to recall or recognize the brand and/ or by creating, maintaining, or changing the favorability, strength, or uniqueness of various types of brand associations. By influencing brand knowledge in one or more of these different ways, marketing activity can potentially affect sales.
首先，营销人员应从广义上看待营销决策。一个品牌的营销活动可以通过提高消费者回忆或识别品牌的能力，或通过创造、维持或改变各类品牌联想的好感度、强度或独特性，为品牌创造价值。通过上述一种或多种不同的方式影响品牌知识，营销活动就有可能影响销售。

Second, marketers should define the knowledge structures that they would like to create in the minds of consumers-that is, by specifying desired levels of awareness and favorability, strength, and uniqueness of product- and non-product-related attributes; functional, experiential, and symbolic benefits; and overall attitudes. In particular, marketers should decide on the core needs and wants of consumers to be satisfied by the brand. Marketers should also decide the extent to which it is necessary to leverage secondary associations for the brand-that is, link the brand to the
其次，营销人员应确定他们希望在消费者心目中建立的知识结构，即明确产品和非产品相关属性的预期认知度和好感度、强度和独特性；功能性、体验性和象征性利益；以及总体态度。特别是，营销人员应确定消费者希望品牌满足的核心需求和愿望。营销人员还应决定在多大程度上有必要利用品牌的次级联想，即把品牌与消费者的需求联系起来。
company, product class, or particular person, place, or event in such a way that associations with those entities become indirect or "secondary" associations for the brand.
在这种情况下，与这些实体的联系就成为品牌的间接联系或 "次级 "联系。

Third, marketers should evaluate the increasingly large number of tactical options available to create these knowledge structures, especially in terms of various marketing communication alternatives. For example, the recent growth of "nontraditional" media, promotions, and other marketing activity (e.g., sports and event sponsorship; in-store advertising; "minibillboards" in transit vehicles, on parking meters, and in other locations; and product placement in movies and television shows) is appropriate from the perspective of customer-based brand equity. As noted previously, the manner in which a brand association is created does not matter-only the resulting favorability, strength, and uniqueness. Thus, many of these new alternatives can offer a cost-effective means of affecting brand knowledge and thus sales, especially to the extent that they complement more traditional marketing tactics. Regardless of which options are chosen, the entire marketing program should be coordinated to create congruent and strong brand associations. Different marketing tactics with the same strategic goals, if effectively integrated, can create multiple links to core benefits or other key associations, helping to produce a consistent and cohesive brand image. Marketers should judge the consistency and cohesiveness of the brand image with the business definition in mind (Levitt 1960) and how well the specific attributes and benefits that the product or service is intended to provide to consumers satisfy their core needs and wants (Kotler 1991; Park, Jaworski, and MacInnis 1986).
第三，营销人员应评估可用于创建这些知识结构的越来越多的战术选择，特别是在各种营销传播选择方面。例如，从基于客户的品牌资产的角度来看，最近 "非传统 "媒体、促销和其他营销活动（如体育和赛事赞助；店内广告；公交车辆、停车计时器和其他地点的 "迷你广告牌"；电影和电视节目中的产品植入）的增长是适当的。如前所述，创建品牌联想的方式并不重要，重要的是由此产生的好感度、强度和独特性。因此，这些新方法中的许多都能提供一种影响品牌认知度并进而影响销售额的经济有效的手段，尤其是在与更传统的营销策略相辅相成的情况下。无论选择哪种方式，都应协调整个营销计划，以创造一致而强烈的品牌联想。具有相同战略目标的不同营销策略，如果能有效整合，就能与核心利益或其他关键联想建立多重联系，从而帮助塑造一致而有凝聚力的品牌形象。营销人员在判断品牌形象的一致性和凝聚力时，应考虑到商业定义（Levitt，1960 年），以及产品或服务旨在为消费者提供的具体属性和利益在多大程度上满足了他们的核心需求和愿望（Kotler，1991 年；Park、Jaworski 和 MacInnis，1986 年）。

Fourth, marketers should take a long-term view of marketing decisions. The changes in consumer knowledge about the brand from current marketing activity also will have an indirect effect on the success of future marketing activities. Thus, from the perspective of customer-based brand equity in making marketing decisions, it is important to consider how resulting changes in brand awareness and image may help or hurt subsequent marketing decisions. For example, the use of sales promotions involving temporary price decreases may create or strengthen a "discount" association with the brand, with implications for customer loyalty and responses to future price changes or non-price-oriented marketing communication efforts.
第四，营销人员应从长远角度看待营销决策。当前营销活动所带来的消费者对品牌认知的变化，也会间接影响到未来营销活动的成败。因此，在制定营销决策时，从基于顾客的品牌资产角度出发，必须考虑由此产生的品牌认知和形象变化对后续营销决策的帮助或伤害。例如，采用临时降价的促销方式可能会产生或加强对品牌的 "折扣 "联想，从而影响客户忠诚度以及对未来价格变化或非价格导向营销传播努力的反应。

Fifth, marketers should employ tracking studies to measure consumer knowledge structures over time to (1) detect any changes in the different dimensions of brand knowledge and (2) suggest how these changes might be related to the effectiveness of different marketing mix actions. To the extent that a more precise assessment of customer-based brand equity is useful, marketers should also conduct controlled experiments. Consumer knowledge of competitive brands should be similarly tracked to provide information on their sources of customer-based brand equity. Experiments with consumer response to marketing activity for competitive brands can also provide a useful benchmark-for example, to determine the uniqueness of brand associations.
第五，营销人员应采用跟踪研究来测量消费者在不同时期的知识结构，以便：（1）发现品牌知识不同维度的变化；（2）提出这些变化与不同营销组合行动的有效性之间的关系。如果对基于顾客的品牌资产进行更精确的评估是有用的，营销人员还应该进行对照实验。同样，也应跟踪消费者对竞争品牌的了解程度，以提供有关消费者品牌资产来源的信息。消费者对竞争品牌营销活动的反应实验也可以提供有用的基准--例如，确定品牌联想的独特性。

Finally, marketers should evaluate potential extension candidates for their viability and possible feedback effects on core brand image. Given their potential importance to long-term brand value, brand extension decisions are considered in detail in the rest of this section from the perspective of customer-based brand equity and other relevant research.
最后，营销人员应评估潜在延伸候选品牌的可行性以及对核心品牌形象可能产生的反馈效应。鉴于品牌延伸对长期品牌价值的潜在重要性，本节接下来将从基于顾客的品牌资产和其他相关研究的角度，对品牌延伸决策进行详细讨论。

Brand extensions capitalize on the brand image for the core product or service to efficiently inform consumers and retailers about the new product or service. Brand extensions can facilitate acceptance of the new product or service by providing two benefits. First, awareness for the extension may be higher because the brand node is already present in memory. Thus, consumers should need only to establish a connection in memory between the existing brand node and the new product or service extension. Second, inferred associations for the attributes, benefits, and overall perceived quality may be created. In other words, consumers may form expectations for the extension on the basis of what they already know about the core brand. These inferences can lower the cost of the introductory campaign for the extension-for example, by increasing advertising efficiency (Smith and Park 1992).
品牌延伸利用核心产品或服务的品牌形象，有效地向消费者和零售商宣传新产品或服务。品牌延伸可以通过两个好处促进新产品或服务的接受。首先，由于品牌节点已经存在于记忆中，对延伸产品或服务的认知度可能会更高。因此，消费者只需在记忆中建立现有品牌节点与新产品或服务延伸之间的联系即可。其次，消费者可能会对产品或服务的属性、益处和整体感知质量产生推断联想。换句话说，消费者可以根据自己对核心品牌的了解，对延伸产品或服务形成预期。这些推断可以降低延伸品牌的推介活动成本--例如，提高广告效率（Smith 和 Park，1992 年）。

Keller and Aaker (1992) review relevant literature to provide a conceptual model of how consumers use their knowledge to evaluate a brand extension. They maintain that extension evaluations will depend on the salience of the core brand associations in the extension context, how relevant consumers perceive this information to be to their extension evaluations, and how favorable inferred associations are in the extension context. In other words, extension evaluations will depend on what kind of information comes to mind about the core brand in the extension context, whether this information is seen as suggestive of the type of product or service that the brand extension would be, and whether this information is viewed as good or bad in the extension context in comparison with competitors.
Keller 和 Aaker（1992）回顾了相关文献，提供了一个消费者如何利用其知识评价品牌延伸的概念模型。他们认为，延伸评价将取决于核心品牌联想在延伸情境中的突出程度、消费者认为这些信息与他们的延伸评价的相关程度，以及推断联想在延伸情境中的有利程度。换句话说，延伸评价将取决于在延伸情境中，消费者会想到关于核心品牌的哪类信息，这些信息是否被视为对品牌延伸产品或服务类型的暗示，以及与竞争对手相比，这些信息在延伸情境中被视为是好是坏。

The salience or accessibility of the core brand associations depends on their strength in memory, as well as the retrieval cues provided by the extension context. Some associations may be salient when consumers evaluate some extensions but not others. The relevance of the salient core brand associations depends, in part, on their perceived similarity to the pro-
核心品牌联想的显著性或可及性取决于其在记忆中的强度以及延伸语境提供的检索线索。当消费者对某些延伸产品进行评估时，某些联想可能比较突出，而对其他延伸产品则不然。突出的核心品牌联想的相关性在一定程度上取决于这些联想与延伸品牌的相似性。
posed extension product or service (Feldman and Lynch 1988). When overall similarity is high, consumers are more likely to base their extension evaluations on their attitude toward the core brand (Boush and Loken 1991; Boush et al. 1987; Herr, Farquhar, and Fazio 1990). Overall similarity judgments could be made in different ways (Loken and Ward 1990), though researchers typically assume that they are a function of salient shared associations between the core brand and the extension product category. These similarity judgments could be based on product-related attributes, as well as non-product-related attributes such as user type or usage situation (Bridges 1990; Park, Milberg, and Lawson 1991). When overall similarity is not very high, consumers are more likely to consider specific attributes and benefits involved. If relevant, the favorability of inferred attribute and benefit beliefs will depend on how they are valued in the extension context. Though these evaluations will generally correspond to the favorability of the core brand associations, they can differ, and in fact be negative, even if the core brand associations themselves are positive (Aaker and Keller 1990). Moreover, even if positive attribute and benefit associations for the core brand lead to inferences of positive brand extension associations, inferred negative associations may still emerge (Bridges 1990). Finally, when overall similarity is very low, consumer evaluations also will be very low.
消费者对延伸产品或服务的态度（Feldman 和 Lynch，1988 年）。当整体相似性较高时，消费者更有可能根据他们对核心品牌的态度来评价延伸产品或服务（Boush 和 Loken，1991 年；Boush 等，1987 年；Herr、Farquhar 和 Fazio，1990 年）。总体相似性判断可以通过不同的方式做出（Loken 和 Ward，1990 年），但研究者通常认为它们是核心品牌和延伸产品类别之间显著的共同关联的函数。这些相似性判断可以基于与产品相关的属性，也可以基于与产品无关的属性，如用户类型或使用情况（布里奇斯，1990；帕克、米尔伯格和劳森，1991）。当整体相似度不是很高时，消费者更倾向于考虑具体的属性和相关利益。如果相关，推断出的属性和利益信念的可取性将取决于它们在延伸语境中的价值取向。虽然这些评价通常与核心品牌联想的好感度相对应，但也可能有所不同，甚至是负面的，即使核心品牌联想本身是正面的（Aaker 和 Keller，1990 年）。此外，即使核心品牌的正面属性和利益联想会导致推断出正面的品牌延伸联想，但推断出的负面联想仍可能出现（布里奇斯，1990 年）。最后，当整体相似度很低时，消费者的评价也会很低。

When multiple product or service extensions are associated with the brand, the congruence among their associations becomes an important determinant of the consistency and cohesiveness of the brand image. It is often argued that an extension can help the core brand image by improving the favorability and strength of associations and clarifying the business definition and core benefits for the brand. Aaker (1991) claims that brand extensions helped to fortify the brand images of Weight Watchers and Sunkist. Keller and Aaker (1992) found that the successful introduction of a brand extension improved evaluations of a core brand that originally was perceived to be of only average quality, although in their research setting consumers did not have strongly held attitudes toward the core brand and the company adopted a family branding strategy that raised the salience of its name (and thus perceptions of its credibility)
当多个产品或服务延伸与品牌相关联时，其关联之间的一致性就成为品牌形象一致性和凝聚力的重要决定因素。人们通常认为，品牌延伸可以提高联想的好感度和强度，明确品牌的商业定义和核心利益，从而有助于品牌核心形象的塑造。Aaker（1991）声称，品牌延伸有助于巩固Weight Watchers和Sunkist的品牌形象。Keller 和 Aaker（1992 年）发现，尽管在他们的研究环境中，消费者对核心品牌的态度并不强烈，而且该公司采用了家族品牌战略，提高了其名称的显著性（从而提高了对其可信度的看法），但品牌延伸的成功引入改善了人们对核心品牌的评价。

It has also been argued that successful brand extensions may potentially harm the core brand image if they weaken existing associations in some way. If a brand becomes associated with a disparate set of products or services, product category identification and the corresponding product associations may become less strong. For example, Pepperidge Farm, Cadbury, and Scott Paper have been accused of "overextending" by introducing too disparate products. Dilution effects, with potentially adverse profit implications, may be especially likely when the existing associations for the core brand are already fairly weak. For example, the successful introduction of the Miller Lite beer in the U.S. may have accentuated perceptions of the flagship Miller High Life beer as a "less hearty" beer because that perception had already been created in consumers' minds by its clear bottle (in contrast to Budweiser's dark bottle). As another example of a potential dilution effect, successful extensions for brands with an exclusivity and prestige image that effectively broaden the target market may produce negative feedback effects on the brand from members of the original consumer franchise who resent the market expansion. For example, the introduction of the lower priced Cadillac Cimaron model is thought to have led to declines in image and sales for the entire Cadillac division (Yovovich 1988).
也有人认为，成功的品牌延伸如果在某种程度上削弱了现有的联想，就有可能损害核心品牌形象。如果一个品牌与一系列不同的产品或服务联系在一起，产品类别识别和相应的产品联想可能会变得不那么强烈。例如，佩珀里奇农场（Pepperidge Farm）、吉百利（Cadbury）和斯科特纸业（Scott Paper）就曾因推出过于不同的产品而被指责为 "过度扩张"。当核心品牌的现有联想已经相当薄弱时，稀释效应尤其可能产生，并可能对利润产生不利影响。例如，米勒清淡型啤酒在美国的成功推出，可能会加重人们对旗舰产品米勒高寿啤酒 "不那么丰盛 "的印象，因为这种印象已经通过其透明瓶子（与百威的深色瓶子形成对比）在消费者心目中形成。另一个潜在稀释效应的例子是，一些具有独占性和声誉形象的品牌，其成功的延伸有效地扩大了目标市场，但可能会产生负面的反馈效应，即原消费群体成员对市场扩张的反感。例如，低价凯迪拉克 Cimaron 车型的推出被认为导致了整个凯迪拉克部门形象和销量的下降（Yovovich，1988 年）。

Though these different types of dilution effects may occur, multiple product or service extensions may not be as harmful to certain abstract associations such as brand attitudes and perceived quality. In other words, although the brand may not have the same specific product or service meaning because of multiple extensions, consumers may still see the brand as representing a range of products or services of a certain quality.
尽管可能会出现这些不同类型的稀释效应，但多重产品或服务延伸可能不会对某些抽象的联想（如品牌态度和感知质量）造成伤害。换句话说，尽管由于多重延伸，品牌可能不再具有相同的具体产品或服务含义，但消费者仍可能认为该品牌代表了一系列具有一定质量的产品或服务。

An unsuccessful brand extension, in contrast, can harm the core brand image by creating undesirable associations. Such effects are most likely when there is little difference between the original brand and the extension. For example, Sullivan (1990) conducted an econometric analysis that showed how the perceived "sudden acceleration" problem of Audi's 5000 model "spilled over" and reduced demand for its 4000 and Quattro models. Roedder John and Loken (1990) found that perceptions of quality for a core brand in the health and beauty aids area decreased with the hypothetical introduction of a lower quality extension in a similar product category (i.e., shampoo). Quality perceptions of the core brand were unaffected, however, when the proposed extension was in a dissimilar product category (i.e., facial tissue). Similarly, Keller and Aaker (1992) found that unsuccessful intervening extensions in dissimilar product categories did not affect evaluations of the core brand (also see Romeo 1990).
相反，不成功的品牌延伸可能会产生不良联想，从而损害核心品牌形象。当原品牌与延伸品牌之间差异不大时，这种影响最有可能发生。例如，Sullivan（1990 年）进行了一项计量经济学分析，显示了奥迪 5000 车型的 "突然加速 "问题是如何 "蔓延 "开来，并减少了 4000 和 Quattro 车型的需求量。Roedder John 和 Loken（1990 年）发现，在健康和美容用品领域，一个核心品牌的质量感知会随着类似产品类别（如洗发水）中质量较低的延伸产品的假设引入而下降。然而，当拟议的延伸产品属于不同的产品类别（如面巾纸）时，核心品牌的质量感知则不受影响。同样，Keller 和 Aaker（1992 年）发现，在不同的产品类别中，不成功的干预性延伸不会影响对核心品牌的评价（另见 Romeo 1990 年）。

In summary, marketers should evaluate potential extension candidates for their viability and their feedback effects on core brand image by (1) identifying possible extension candidates on the basis of core brand associations (especially with respect to brand positioning and core benefits) and overall similarity of the extension to the brand, (2) evaluating extension candidate potential by measuring the salience, relevance, and favorability of core brand associations in the proposed extension context and the favorability of any inferred associations, and (3) considering the exten-
总之，营销人员应通过以下方法评估潜在延伸候选品牌的可行性及其对核心品牌形象的反馈效应：（1）根据核心品牌关联（尤其是与品牌定位和核心利益相关的关联）以及延伸品牌与品牌的整体相似性，确定可能的延伸候选品牌；（2）通过衡量核心品牌关联在拟议延伸背景下的显著性、相关性和可取性以及任何推断关联的可取性，评估延伸候选品牌的潜力；（3）考虑延伸品牌对核心品牌形象的反馈效应。
sion's potential feedback effects on the core brand image and the favorability, strength, and uniqueness of core brand associations.
这些因素会对核心品牌形象以及核心品牌联想的好感度、强度和独特性产生潜在的反馈效应。

This article introduces the concept of customer-based brand equity, defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity if consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Brand awareness consists of brand recognition and brand recall. Brand associations are conceptualized in terms of their characteristics by type (level of abstraction and qualitative nature), favorability, and strength, and in terms of their relationship with other associations by congruence, competitive overlap (identification and uniqueness), and leverage. Customer-based brand equity occurs when the consumer is aware of the brand and holds some favorable, strong, and unique brand associations in memory. The different types of customer-based brand equity are discussed by considering the effects of these dimensions of brand knowledge on brand loyalty and consumer response to product, price, promotion, and distribution strategies.
本文介绍了 "基于顾客的品牌资产 "这一概念，它被定义为品牌知识对消费者对品牌营销反应的不同影响。如果消费者对品牌营销组合中某一要素的反应比对同一营销组合要素的反应更有利（更不利），而该要素被归因于虚构的或未命名的产品或服务版本，则该品牌被称为具有正（负）顾客品牌资产。根据联想网络记忆模型，品牌知识由两部分组成，即品牌意识和品牌形象（即一系列品牌联想）。品牌认知包括品牌识别和品牌回忆。品牌联想的概念包括品牌类型（抽象程度和定性）、好感度和强度等特征，以及品牌联想与其他联想的一致性、竞争重叠（识别性和独特性）和杠杆作用等关系。当消费者意识到品牌并在记忆中保留了一些有利的、强烈的和独特的品牌联想时，就会产生基于顾客的品牌资产。通过考虑品牌知识的这些维度对品牌忠诚度以及消费者对产品、价格、促销和分销策略的反应的影响，讨论了不同类型的基于顾客的品牌资产。

The article also explores some specific aspects of this conceptualization by considering how customerbased brand equity is built, measured, and managed. Building brand equity requires creating a familiar brand name and a positive brand image-that is, favorable, strong, and unique brand associations. Strategies to build customer-based brand equity are discussed in terms of both the initial choice of the brand identities (brand name, logo, and symbol) and how the brand identities are supported by and integrated into the marketing program. Two basic approaches to measuring customer-based brand equity are outlined. The indirect approach measures brand knowledge (brand awareness and elements of brand image) to assess the potential sources of brand equity. The direct approach measures the effects of the brand knowledge on consumer response to elements of the marketing mix. Examples of both types of approaches are provided. Finally, six guidelines for the management of customerbased brand equity are discussed. These guidelines emphasize the importance of taking a broad and long- term view of marketing a brand; specifying the desired consumer knowledge structures and core benefits for a brand; considering a wide range of traditional and nontraditional advertising, promotion, and other marketing options; coordinating the marketing options that are chosen; conducting tracking studies and controlled experiments; and evaluating potential extension candidates.
文章还通过考虑如何建立、衡量和管理以客户为基础的品牌资产，探讨了这一概念的一些具体方面。建立品牌资产需要创造一个耳熟能详的品牌名称和一个积极的品牌形象，即有利的、强有力的和独特的品牌联想。本文从品牌识别（品牌名称、标识和符号）的最初选择，以及品牌识别如何得到营销计划的支持并与营销计划相整合两个方面，讨论了建立基于客户的品牌资产的策略。本文概述了衡量客户品牌资产的两种基本方法。间接法衡量品牌知识（品牌意识和品牌形象要素），以评估品牌资产的潜在来源。直接方法是衡量品牌知识对消费者对营销组合要素反应的影响。本文提供了这两种方法的实例。最后，还讨论了基于顾客的品牌资产管理的六项准则。这些指导原则强调了以下几个方面的重要性：从广阔而长远的角度看待品牌营销；明确所需的消费者知识结构和品牌核心利益；考虑各种传统和非传统的广告、促销和其他营销方案；协调所选择的营销方案；开展跟踪研究和控制实验；以及评估潜在的推广候选方案。

In the presentation of a conceptual framework of customer-based brand equity, several constructs and relationships are discussed. Consequently, additional research is necessary both to refine this framework and to suggest other implications for marketing strategies and tactics. Undoubtedly, much previous research may be useful in this effort. Because this research was most likely conducted with a different purpose in mind, however, additional insights may be gained by considering it from the potentially broader perspective of customer-based brand equity. In closing, some research priorities for building, measuring, and managing customer-based brand equity are identified.
在介绍以客户为基础的品牌资产概念框架时，讨论了若干结构和关系。因此，有必要开展更多的研究，以完善这一框架，并提出对营销战略和策略的其他影响。毫无疑问，以前的许多研究可能会对这项工作有所帮助。然而，由于这项研究很可能是出于不同的目的而进行的，因此从基于顾客的品牌资产这一潜在的更广阔视角来考虑这项研究，可能会获得更多的见解。最后，我们确定了建立、衡量和管理基于顾客的品牌资产的一些研究重点。

There are several important research questions about how to build customer-based brand equity. First, better choice criteria should be established for the brand identities (brand name, logo, and symbol). For example, remarkably little empirical research has systematically examined brand name considerations as they pertain to enhancing brand awareness and building favorable, strong, and unique brand associations. Such research should recognize the numerous tradeoffs in choice criteria by suggesting when certain characteristics of the brand identities should be emphasized. For example, memory retrieval considerations that arise from associative strength and part-list cueing theories in psychology imply that a meaningful, "suggestive" brand name may facilitate initial positioning, but a nonsuggestive or neutral brand name may more effectively accommodate later repositioning. Support of this hypothesis would imply that firms may be better off adopting more flexible branding strategies, using more neutral brand names, if they anticipate needing to reposition the brand later. In developing contingency-based choice criteria, it also will be necessary to clarify the roles of various brand identities by considering more explicitly how brand names, logos, symbols, slogans, and other trademarks can contribute differentially to building customer-based brand equity. This line of research could consider visual and verbal properties of these brand identities and how they might affect brand awareness and the favorability, strength, and uniqueness of brand associations
关于如何建立以顾客为基础的品牌资产，有几个重要的研究问题。首先，应为品牌标识（品牌名称、标识和符号）制定更好的选择标准。例如，在提高品牌知名度、建立有利、强大和独特的品牌联想方面，系统研究品牌名称的经验非常少。此类研究应认识到选择标准中的诸多权衡，提出何时应强调品牌识别的某些特征。例如，心理学中的联想强度和部分列表提示理论所产生的记忆检索考虑因素意味着，一个有意义的、"暗示性 "的品牌名称可能会促进最初的定位，但一个非暗示性或中性的品牌名称可能会更有效地适应以后的重新定位。支持这一假设就意味着，如果企业预计以后需要对品牌进行重新定位，那么最好采用更加灵活的品牌战略，使用更加中性的品牌名称。在制定基于权变的选择标准时，还有必要通过更明确地考虑品牌名称、徽标、符号、口号和其他商标如何对建立基于客户的品牌资产做出不同贡献，来澄清各种品牌标识的作用。这一研究方向可以考虑这些品牌标识的视觉和语言特性，以及它们如何影响品牌意识和品牌联想的好感度、强度和独特性。

In terms of understanding how the supporting mar-
在了解支持性市场营销活动如何
keting program builds customer-based brand equity, two particular research directions could be pursued. First, factors influencing the favorability, strength, and uniqueness of brand associations, a focus of much past research, should continue to be explored, but along several different lines. Are certain types of associations inherently more favorable, stronger, or unique in memory? Which types of associations are more easily created by a particular marketing or communication mix element? Which types of associations are more likely to influence consumer response with respect to a particular marketing mix element? Finally, what are the tradeoffs involved in creating favorable, strong, and unique brand associations? For example, it was suggested previously that benefits can be more memorable than attribute information, but attributes may have to be communicated to persuade consumers and create favorable benefit associations. It was also suggested above that non-product-related or image attributes, such as user type or usage situation, may create unique associations, but under some circumstances they may not be favorably received or strongly linked to the brand in memory.
要想通过品牌营销项目建立以客户为基础的品牌资产，有两个特别的研究方向值得探究。首先，应继续探索影响品牌联想的好感度、强度和独特性的因素，这是过去许多研究的重点，但应沿着几条不同的路线进行。在记忆中，某些类型的联想是否天生就更有利、更强或更独特？哪些类型的联想更容易通过特定的营销或传播组合元素产生？哪些类型的联想更有可能影响消费者对特定营销组合要素的反应？最后，在创造有利的、强烈的和独特的品牌联想时，需要做出哪些权衡？例如，前文提到，利益可能比属性信息更容易让人记住，但可能必须通过传播属性信息才能说服消费者并产生有利的利益联想。上文还提到，与产品无关的属性或形象属性，如用户类型或使用情况，可能会产生独特的联想，但在某些情况下，它们可能不会被消费者接受，也不会在记忆中与品牌产生强烈的联系。

Second, the costs and benefits of leveraging secondary associations should be explored. For example, how and under what conditions should a firm increase the salience of source factors related to the brand (i.e., the company, country of origin, and distribution channel)? All of these source factors have their own set of associations. How do consumers merge or combine these associations with other brand associations? In other words, how do these source and brand images interact? Another important issue is when and how a brand should attempt to become associated with a particular person or event. For example, Rossiter and Percy (1987) offer the following criteria for choosing a presenter in advertising: (1) visibility, (2) credibility (expertise and objectivity), (3) attraction (likability and similarity), and (4) power. These criteria could be adapted to address when and how a brand should become identified with an event.
其次，应探讨利用次级关联的成本和收益。例如，企业应如何以及在什么条件下提高与品牌相关的来源因素（即公司、原产国和分销渠道）的显著性？所有这些来源因素都有自己的一系列关联。消费者如何将这些联想与其他品牌联想融合或结合起来？换句话说，这些来源和品牌形象是如何相互作用的？另一个重要问题是，品牌应在何时以及如何尝试与特定的人或事件建立联系。例如，Rossiter 和 Percy（1987 年）提出了以下选择广告主持人的标准：(1) 知名度，(2) 可信度（专业知识和客观性），(3) 吸引力（可亲性和相似性），(4) 权力。这些标准可用于解决品牌何时以及如何与活动相联系的问题。

One important research priority is to develop valid benchmarks for the direct approach to measuring customer-based brand equity-that is, plausible descriptions of the relevant activity (advertising, promotion, product, pricing, etc.) with no or fictitious brand identification. Another useful contribution would be to design efficient and effective approaches to conducting tracking studies. This would entail considering the pros and cons of different qualitative and quantitative approaches to measuring brand knowledge of consumers.
一个重要的研究重点是为直接测量客户品牌资产的方法制定有效的基准，即对相关活动（广告、促销、产品、定价等）进行似是而非的描述，同时不进行或虚构品牌识别。另一个有用的贡献是设计出高效的跟踪研究方法。这就需要考虑不同的定性和定量方法在衡量消费者品牌知识方面的利弊。

Several research questions are relevant for managing customer-based brand equity. What strategies are effective in creating strong brand associations? How can different marketing mix elements be integrated to create strong and congruent brand associations and a consistent and cohesive brand image? This line of research should clearly examine how traditional and nontraditional marketing options interact. Effective strategies for integrating marketing communications in terms of advertising, promotion, publicity, direct marketing, and package design are especially needed. For example, how can advertising be coordinated across broadcast and print media to enhance brand awareness and strengthen brand associations? These research studies might consider memory principles and theories of encoding and retrieval.
有几个研究问题与基于客户的品牌资产管理相关。什么样的战略能有效地创建强大的品牌联想？如何整合不同的营销组合要素，以创建强大而一致的品牌联想以及一致而有凝聚力的品牌形象？这一研究方向应明确研究传统和非传统营销方案如何相互作用。尤其需要在广告、促销、宣传、直销和包装设计等方面制定有效的营销传播整合战略。例如，如何协调广播媒体和印刷媒体的广告，以提高品牌意识和加强品牌联想？这些研究可以考虑记忆原理以及编码和检索理论。

Also, how should the consistency and cohesiveness of a brand image be managed over consumer segments (including geographic boundaries) and over time? A diffuse brand image with weaker and less favorable brand associations may be particularly evident when a brand attempts to reposition itself (e.g., switching to a new target market) (Heckler, Keller, and Houston 1992). Are there ways in which a brand image can be "flexible" and appeal to different consumer segments? To manage the brand image better over time, more precise guidelines as to the "indirect" effects of current marketing activity on the success of future marketing activity are needed-for example, by achieving a better understanding of how brand knowledge influences consumer response.
此外，品牌形象的一致性和凝聚力应如何在消费者群体（包括地理边界）和时间上加以管理？当一个品牌试图重新定位时（如转向一个新的目标市场），品牌形象的分散性以及较弱和较差的品牌联想可能会尤为明显（Heckler、Keller 和 Houston，1992 年）。品牌形象是否可以 "灵活 "地吸引不同的消费群体？为了更好地长期管理品牌形象，需要就当前营销活动对未来营销活动成功的 "间接 "影响提供更精确的指导--例如，通过更好地了解品牌知识如何影响消费者的反应。

Finally, broader implications of customer-based brand equity should be explored by considering aggregation issues associated with brand knowledge effects on market segments or the customer franchise as a whole, as opposed to effects on an individual consumer. An aggregate analysis also could consider the implication of customer-based brand equity for sales, market share, and profits. This more extended analysis should consider aspects of the company (e.g., its strengths and weaknesses) and the competitive nature of its markets. Similarly, it may also be useful to incorporate some of the concepts that relate to customerbased brand equity to address other management questions pertaining to branding-for example, to develop a financially based conceptualization of brand equity.
最后，应通过考虑品牌知识对细分市场或整个客户专营权的影响，而不是对单个消费者的影响，来探讨以客户为基础的品牌资产的更广泛影响。综合分析还可以考虑基于顾客的品牌资产对销售、市场份额和利润的影响。这种更广泛的分析应考虑到公司的各个方面（如优势和劣势）及其市场的竞争性质。同样，将与顾客品牌资产相关的一些概念纳入到与品牌相关的其他管理问题中也可能是有益的--例如，发展一种基于财务的品牌资产概念。

The goal of this article is to present a conceptual framework that would provide useful structure for managers developing brand strategies and researchers studying brand equity. In particular, the article builds a theoretical foundation based on past research in consumer behavior that should be helpful in addressing some of the new challenges in developing brand strategies that have arisen because of changes in the marketing environment (e.g., from the proliferation of brand extensions and the growth of new, alternative promotional and media alternatives).
本文旨在提出一个概念框架，为制定品牌战略的管理者和研究品牌资产的研究人员提供有用的结构。特别是，文章以过去对消费者行为的研究为基础，建立了一个理论基础，这将有助于应对由于营销环境的变化（例如，品牌延伸的扩散以及新的、可供选择的促销和媒体手段的增长）而在制定品牌战略时出现的一些新挑战。

Though many of the ideas expressed in this con-
尽管本报告中表达的许多思想
ceptual framework may be familiar to managers, its value is in integrating these various notions to provide a more comprehensive picture of how marketers can create value for a brand. For example, marketers may agree that they should take a broad and long-term view of marketing decisions for a brand, but how they should do so may not be obvious. By recognizing that marketing activity can potentially enhance or maintain consumers' awareness of the brand or the favorability, strength, and uniqueness of various types of brand associations, the customer-based brand equity framework may provide the perspective that will enable marketers to take better short-term and long-term marketing actions. Moreover, this framework may also suggest some considerations that have been otherwise overlooked. Thus, this broader context can help managers can make more insightful and informed brand decisions.
虽然管理者们可能对概念框架并不陌生，但它的价值在于整合这些不同的概念，为营销人员如何为品牌创造价值提供一个更全面的图景。例如，营销人员可能会同意，他们应从广阔而长远的角度来看待品牌的营销决策，但如何做到这一点可能并不明显。基于客户的品牌资产框架认识到，营销活动有可能提高或保持消费者对品牌的认知度，或各种品牌关联的好感度、强度和独特性，从而提供了一种视角，使营销人员能够采取更好的短期和长期营销行动。此外，这一框架还可能提出一些被忽视的考虑因素。因此，这种更广泛的背景可以帮助管理者做出更有洞察力和更明智的品牌决策。

For researchers, the value of the framework is in suggesting areas where managerial guidance is needed but academic guidelines are currently lacking. As suggested by the large number of suggested future research directions identified, much work needs to be done.
对于研究人员来说，该框架的价值在于提出了需要管理指导但目前缺乏学术指南的领域。正如所确定的大量未来研究方向建议所表明的那样，还有许多工作要做。

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