中外品牌比较
摘要
上世纪九十年代末以来,“品牌”已经成为中国广告、营销界最流行的词汇。尽管如此,关于品牌比较的研究仍不多见。已有的品牌比较研究大多从消费者文化差异的角度或不同市场对于不同品牌的发展进行比较,忽视了从不同市场环境下成长起来的强势品牌具有的共同特征。本研究采用案例比较法,选取国外和国内有代表性的强势品牌索尼和海尔为比较对象,依据贝尔品牌形象模型中的硬性属性和江明华、曹鸿星品牌形象模型中的企业纬度指标提出标准进行比较。
本研究从索尼、海尔两个品牌的客观发展情况出发进行比较,试图找到中外强势品牌的共同点,希望能为中国本土品牌提供有益借鉴。
结果发现,这两个品牌在以下方面存在共同点:(1)品牌名字简单、国际通用;(2)在市场上占据主导地位;(3)以质量和创新为基础的差异化品牌定位;(4)要有高识别性的品牌形象(CI);(5)持续不断的广告投放;(6)不断创新;(7)采用单一品牌、多元产品的品牌策略;(8)独特的品牌文化;(9)走国际化道路;(10)注重品牌权益保护;(11)长远持续的公关策略。
本研究对两个品牌的共同点进行了深入分析,总结了强势品牌的共同特征,并根据结果对本土品牌的发展提出了一些建议。
"Brand" is one of most fashionable words at the economic society. Researches of brand have not been for a long time, so it has a lack of the literature of brand comparative study. The subsistent comparative research of brand did almost study from the difference of culture or the diverse of brand developing in different market. These researchers paid attention to the factor of culture and customers, but neglected the common feature from strong brands, which developed under the different market environment. This study adopts method of comparative brand from the case of HAIER and SONY, because of their representative status in home electric appliances market. Integrating Bier-model's factor of rigid attribute and the business latitude of Jiang Minghua and Cao Hongxing, it brings forward the comparative standard to study.
Comparing from the developing of SONY and HAIER, this study will try to find out the common character of strong brand. It hopes that the results can supply useful experience for mainland brand of China.
The result shows some common character, that is: (1) a simple brand name, which can use in every country in the world; (2) the absolute leader of the market;(3) the unique brand position on foundation of excellent quality and innovative ideas;(4) the highly discriminating brand image; (5) the lasting advertisement; (6) the continual creativity; (7) the brand tactics of single brand name but multiplicate products; (8) the unique brand culture; (9)determinate entering the international market; (10) paying attention to the protection of brand rights; (11) the lasting PR policy.
It deeply analyses the common character of the two brands in this research. The author brings forward some advice for mainland China brand from the results.
本研究从索尼、海尔两个品牌的客观发展情况出发进行比较,试图找到中外强势品牌的共同点,希望能为中国本土品牌提供有益借鉴。
结果发现,这两个品牌在以下方面存在共同点:(1)品牌名字简单、国际通用;(2)在市场上占据主导地位;(3)以质量和创新为基础的差异化品牌定位;(4)要有高识别性的品牌形象(CI);(5)持续不断的广告投放;(6)不断创新;(7)采用单一品牌、多元产品的品牌策略;(8)独特的品牌文化;(9)走国际化道路;(10)注重品牌权益保护;(11)长远持续的公关策略。
本研究对两个品牌的共同点进行了深入分析,总结了强势品牌的共同特征,并根据结果对本土品牌的发展提出了一些建议。
"Brand" is one of most fashionable words at the economic society. Researches of brand have not been for a long time, so it has a lack of the literature of brand comparative study. The subsistent comparative research of brand did almost study from the difference of culture or the diverse of brand developing in different market. These researchers paid attention to the factor of culture and customers, but neglected the common feature from strong brands, which developed under the different market environment. This study adopts method of comparative brand from the case of HAIER and SONY, because of their representative status in home electric appliances market. Integrating Bier-model's factor of rigid attribute and the business latitude of Jiang Minghua and Cao Hongxing, it brings forward the comparative standard to study.
Comparing from the developing of SONY and HAIER, this study will try to find out the common character of strong brand. It hopes that the results can supply useful experience for mainland brand of China.
The result shows some common character, that is: (1) a simple brand name, which can use in every country in the world; (2) the absolute leader of the market;(3) the unique brand position on foundation of excellent quality and innovative ideas;(4) the highly discriminating brand image; (5) the lasting advertisement; (6) the continual creativity; (7) the brand tactics of single brand name but multiplicate products; (8) the unique brand culture; (9)determinate entering the international market; (10) paying attention to the protection of brand rights; (11) the lasting PR policy.
It deeply analyses the common character of the two brands in this research. The author brings forward some advice for mainland China brand from the results.
引文
[1]保罗·斯图伯特主编.品牌的力量[M].北京:中信出版社,2000.1
[2]Aaker,D.A.Building a brand:The Satum story.California Management Review,1994,(2):114
[3]Lewis,C.,Vickerstaff,A.Beer branding in British and Czech companies A comparative study.Marketing Intelligence & Planning.2001,(19):341
[4]范秀成,陈洁.品牌形象综合测评模型及其应用[J].南开学报哲社版,2003,(3):65-71
[5]Kustin,Alan,R.A cross-cultural study of a global product in Israel and Australia.International Marketing Review,1993,(10):4
[6]O'Cass,A.,Lim,K.Understanding the younger Singaporean consumers' views of western and eastern brands.Asia Pacific Journal of Marketing and Logistics,2002,14(4):54
[7]Alpert,F.,Kamins,M.,Sakano,T.,Onzo,N.,John,G.Retail buyer beliefs,attitude and behavior toward pioneer and me-too follower brands A comparative study of Japan and the USA.International Marketing Review,2001,18(2):160
[8]Aaker,D.A.奚卫华,董春海译.管理品牌资产:capitalizing on the value of a brand name[M].北京:机械工业出版社,2006,1
[9]Biel,A.L.How Brand Image Drives Brand Equity.Journal of Advertising Research,1993,(6):6-12
[10]江明华,曹鸿星.品牌形象模型的比较研究[J].北京大学学报(哲社版),2003,40(2):107-114
[11]Murphy,J.Assessing the Value of Brands.Long Range Planning,1990,23(3):23-29.
[12]Motameni,R.,Shahrokhi,M.Brand Equity Valuation:A Global Perspective.Journal of Product and Brand Management,1998,7(4):275-290
[13]Simon,C.J.,Sullivan,M.W.The Measurement and Determinants of Brand Equity:A Financial Approach.Marketing Science,1993,(12):28-52.
[14]Srull,T.K.,Robert,S.,Wyer,Jr.Category Accessibility and Social Perception:Some Implications for the Study of Person Memory and Interpersonal Judgments.Journal of Personality and Social Psychology,1980,38(6):841-856
[15]Hong,F.C.,Pecotich,A.,Schultz,C.J.II.Brand name translation:Language constraints,product attributes,and consumer perceptions in East and Southeast Asia.Journal of International Marketing,2002,(10):29
[16]Howard,D.J.,Kerin,R.A.,Gengler,C.The effects of brand name similarity on brand source confusion Implications for trademark infringement.Journal of Public Policy & Marketing,2000,19(2):250
[17]Fiedler,Klaus.Mood-Dependent Selectivity in Social Cognition.European Review of Social Psychology,1990,(1):1-32.
[18]Keller,K.L.李乃和,李凌,沈维,曹晴译.战略品牌管理[M].北京:中国人民大学出版社,2003,3-113.
[19]Keller,K.L.Strategic Brand Management:Building,Measuring,and Managing Brand Equity.Upper Saddle River,1998,NJ:Prentice-Hall.
[20]Bower,G.H.Mood and Memory.American Psychologist,1981,(36):129-148.
[21]Devavrat,P.,Srivastava,J.Effect of Manufacturer Reputation,Retailer Reputation,and Product Warranty on Consumer Judgments of Product Quality:A Cue Diagnosticity Framework.Journal of Consumer Psychology,2001,10(3):123-134
[22]Niedenthal,Paula,M.,Marc,B.S.Emotion Congruence in Perception.Personality and Social Psychology Bulletin,1994,20(8):401-411
[23]Light,L.At the center of it all is the brand.Advertising Age,1993,29:22
[24]John,C.Competitive Marketing Strategy.Upper Saddle River,1992,NJ:Prentice Hall.
[25]Sujan,M.Consumer Knowledge:Effects on Evaluation Strategies Mediating Consumer Judgements.journal of Consumer Research,1985,12:31-46
[26]John,D.R.,Loken,B.,Joiner,C.The Negative Impact of Extensions:Can Flagship Products be Diluted.Journal of Marketing,1998,62:19-32
[27]Aaker,D.A.Building Strong Brands[Z].New York:Free Press,1996:380
[28]Douglas,S.P.,Craig,C.S.,Nijssen,E.J.Executive insights:Integrating branding strategy across markets:Building internatinal brand architecture.Journal of International Marketing,2001,9(2):97
[29]Alcock,L.,Paul,C.,Ch'ng,H.M.,Hodson,S.Building strong brands.Journal of Brand Management,2003,11(2):115
[30]张永安,黎小林.中外品牌竞争分析[J].南方经济,1998,(5):37-38
[31]吕筱萍.中外连锁超市若干比较分析[J].商业研究,2000,217(5):98-100
[32]张海燕.中外零售商业的比较及营销策略[J].商业研究,2003,(18):102-104
[33]李明武.中外零售业比较及其启示[J].经济经纬,2004,(3):119-121
[34]原惠群.本土企业与跨国公司品牌竞争比较分析[J].商业时代理论,2005,(27):57-58
[35]张伟峰,万威武.国内外知名品牌价值之比较[J].商业经济文萃,2004,(2):46-49
[36]王卫红.消费者对中外零售品牌的态度比较研究[J].商业经济与管理,2004,156(10):11-15
[37]宋永高,水常清.国内消费者对本国品牌的态度及其改变的可能性研究[J].南开管理评论,2004,7(2)41-45
[38]张秀升.品牌管理:海尔和TCL的比较研究[J].商业研究,2003,269(9):49-51
[39]黄合水.品牌建设精要:打造品牌之不二法门[M].厦门:厦门大学出版社,2004
[40]索尼传媒中心.索尼源流[M].北京:华夏出版社,1999
[41]索尼的历史[E].http://www.sonygallery.com.cn/beijing/history/35_4.asp
[42]颜建军,胡泳.海尔中国造[M].海南:海南出版社,2001:231-233
[43]de Chematony,L.,McDonald,M.Creating Powerful Brands.Butter worth Heinemann,1994
[44]Luh,S.S.孙彦译.索尼之路——最富于创新的电子产品巨人的经营秘诀[M].北京:中国人民大学出版社,2004:4-48
[45]——,索尼之路[J].中国科技信息,2002,(18)
[46]索尼公司介绍[E].http://www.tech-ex.com/premium/sony/home.html#company,2006
[47]中国电子工业年鉴编辑委员会.中国电子工业年鉴[M].北京:电子工业出版社,2004
[48]海尔公司简介[E].http://www.haier.com/cn/haier/about/index.asp,2006
[49]Keller,K.L.Building customer-based brand equity.Marketing Managemen,2001,10(2):14
[50]Aaker,D.A.Positioning Your Brand.Business Horizons,1982,(25):56-62
[51]Keller,K.L.,Aaker,D.A.Managing the Corporate Brand:The Effects of Corporate Image and Corporate Brand Extensions.working paper,1995
[52]魏铭炎.索尼公司背景资料[J].家用电器科技,2000,(5)
[53]龙艺鑫.国际家电企业成功经验探析[M].厦门:人文学院新闻传播系,2005
[54]2005年度广电行业专业期刊广告投放分析[E].http://www.ad126.com/article/html/2006-5-12/8785.shtml,2006,5
[55]冯帼英.朱海松.海尔背后:海尔广告全面代理纪实[M].广东:广东经济出版社,2004:10
[56]纪华强,杨金德.公共关系的基本原理与实务[M].厦门:厦门大学出版社,1992:18
[57]Erdem,T.,Swati,J.Brand.equity ad a signaling phenomenon.Journal of Consumer Psychology,1998,7(2):131-157
[58]丁俊杰,董立津.品牌:企业核心价值的开发[M].北京:中国工商出版社,2005,(6):270-111
[59]唐·舒尔茨.海蒂·舒尔茨著.高增安.赵红译.唐·舒尔茨论品牌[M].北京:人民邮电出版社,2005:121
[60]Anonymous.Developing a truly international brand and company International.Journal of Physical Distribution & Logistics Management.1996,26(7):19
[61]海尔集团简介[E].http://www.mhaq.cn/pro/gsjj2.htm,2006
[62]李毅.索尼:日本一代人的神话[M].兰州:兰州大学出版社,1997:270
[63]Campbell,M.C.Building brand equity.International Journal of Medical Marketing,2002,2(3):208
[2]Aaker,D.A.Building a brand:The Satum story.California Management Review,1994,(2):114
[3]Lewis,C.,Vickerstaff,A.Beer branding in British and Czech companies A comparative study.Marketing Intelligence & Planning.2001,(19):341
[4]范秀成,陈洁.品牌形象综合测评模型及其应用[J].南开学报哲社版,2003,(3):65-71
[5]Kustin,Alan,R.A cross-cultural study of a global product in Israel and Australia.International Marketing Review,1993,(10):4
[6]O'Cass,A.,Lim,K.Understanding the younger Singaporean consumers' views of western and eastern brands.Asia Pacific Journal of Marketing and Logistics,2002,14(4):54
[7]Alpert,F.,Kamins,M.,Sakano,T.,Onzo,N.,John,G.Retail buyer beliefs,attitude and behavior toward pioneer and me-too follower brands A comparative study of Japan and the USA.International Marketing Review,2001,18(2):160
[8]Aaker,D.A.奚卫华,董春海译.管理品牌资产:capitalizing on the value of a brand name[M].北京:机械工业出版社,2006,1
[9]Biel,A.L.How Brand Image Drives Brand Equity.Journal of Advertising Research,1993,(6):6-12
[10]江明华,曹鸿星.品牌形象模型的比较研究[J].北京大学学报(哲社版),2003,40(2):107-114
[11]Murphy,J.Assessing the Value of Brands.Long Range Planning,1990,23(3):23-29.
[12]Motameni,R.,Shahrokhi,M.Brand Equity Valuation:A Global Perspective.Journal of Product and Brand Management,1998,7(4):275-290
[13]Simon,C.J.,Sullivan,M.W.The Measurement and Determinants of Brand Equity:A Financial Approach.Marketing Science,1993,(12):28-52.
[14]Srull,T.K.,Robert,S.,Wyer,Jr.Category Accessibility and Social Perception:Some Implications for the Study of Person Memory and Interpersonal Judgments.Journal of Personality and Social Psychology,1980,38(6):841-856
[15]Hong,F.C.,Pecotich,A.,Schultz,C.J.II.Brand name translation:Language constraints,product attributes,and consumer perceptions in East and Southeast Asia.Journal of International Marketing,2002,(10):29
[16]Howard,D.J.,Kerin,R.A.,Gengler,C.The effects of brand name similarity on brand source confusion Implications for trademark infringement.Journal of Public Policy & Marketing,2000,19(2):250
[17]Fiedler,Klaus.Mood-Dependent Selectivity in Social Cognition.European Review of Social Psychology,1990,(1):1-32.
[18]Keller,K.L.李乃和,李凌,沈维,曹晴译.战略品牌管理[M].北京:中国人民大学出版社,2003,3-113.
[19]Keller,K.L.Strategic Brand Management:Building,Measuring,and Managing Brand Equity.Upper Saddle River,1998,NJ:Prentice-Hall.
[20]Bower,G.H.Mood and Memory.American Psychologist,1981,(36):129-148.
[21]Devavrat,P.,Srivastava,J.Effect of Manufacturer Reputation,Retailer Reputation,and Product Warranty on Consumer Judgments of Product Quality:A Cue Diagnosticity Framework.Journal of Consumer Psychology,2001,10(3):123-134
[22]Niedenthal,Paula,M.,Marc,B.S.Emotion Congruence in Perception.Personality and Social Psychology Bulletin,1994,20(8):401-411
[23]Light,L.At the center of it all is the brand.Advertising Age,1993,29:22
[24]John,C.Competitive Marketing Strategy.Upper Saddle River,1992,NJ:Prentice Hall.
[25]Sujan,M.Consumer Knowledge:Effects on Evaluation Strategies Mediating Consumer Judgements.journal of Consumer Research,1985,12:31-46
[26]John,D.R.,Loken,B.,Joiner,C.The Negative Impact of Extensions:Can Flagship Products be Diluted.Journal of Marketing,1998,62:19-32
[27]Aaker,D.A.Building Strong Brands[Z].New York:Free Press,1996:380
[28]Douglas,S.P.,Craig,C.S.,Nijssen,E.J.Executive insights:Integrating branding strategy across markets:Building internatinal brand architecture.Journal of International Marketing,2001,9(2):97
[29]Alcock,L.,Paul,C.,Ch'ng,H.M.,Hodson,S.Building strong brands.Journal of Brand Management,2003,11(2):115
[30]张永安,黎小林.中外品牌竞争分析[J].南方经济,1998,(5):37-38
[31]吕筱萍.中外连锁超市若干比较分析[J].商业研究,2000,217(5):98-100
[32]张海燕.中外零售商业的比较及营销策略[J].商业研究,2003,(18):102-104
[33]李明武.中外零售业比较及其启示[J].经济经纬,2004,(3):119-121
[34]原惠群.本土企业与跨国公司品牌竞争比较分析[J].商业时代理论,2005,(27):57-58
[35]张伟峰,万威武.国内外知名品牌价值之比较[J].商业经济文萃,2004,(2):46-49
[36]王卫红.消费者对中外零售品牌的态度比较研究[J].商业经济与管理,2004,156(10):11-15
[37]宋永高,水常清.国内消费者对本国品牌的态度及其改变的可能性研究[J].南开管理评论,2004,7(2)41-45
[38]张秀升.品牌管理:海尔和TCL的比较研究[J].商业研究,2003,269(9):49-51
[39]黄合水.品牌建设精要:打造品牌之不二法门[M].厦门:厦门大学出版社,2004
[40]索尼传媒中心.索尼源流[M].北京:华夏出版社,1999
[41]索尼的历史[E].http://www.sonygallery.com.cn/beijing/history/35_4.asp
[42]颜建军,胡泳.海尔中国造[M].海南:海南出版社,2001:231-233
[43]de Chematony,L.,McDonald,M.Creating Powerful Brands.Butter worth Heinemann,1994
[44]Luh,S.S.孙彦译.索尼之路——最富于创新的电子产品巨人的经营秘诀[M].北京:中国人民大学出版社,2004:4-48
[45]——,索尼之路[J].中国科技信息,2002,(18)
[46]索尼公司介绍[E].http://www.tech-ex.com/premium/sony/home.html#company,2006
[47]中国电子工业年鉴编辑委员会.中国电子工业年鉴[M].北京:电子工业出版社,2004
[48]海尔公司简介[E].http://www.haier.com/cn/haier/about/index.asp,2006
[49]Keller,K.L.Building customer-based brand equity.Marketing Managemen,2001,10(2):14
[50]Aaker,D.A.Positioning Your Brand.Business Horizons,1982,(25):56-62
[51]Keller,K.L.,Aaker,D.A.Managing the Corporate Brand:The Effects of Corporate Image and Corporate Brand Extensions.working paper,1995
[52]魏铭炎.索尼公司背景资料[J].家用电器科技,2000,(5)
[53]龙艺鑫.国际家电企业成功经验探析[M].厦门:人文学院新闻传播系,2005
[54]2005年度广电行业专业期刊广告投放分析[E].http://www.ad126.com/article/html/2006-5-12/8785.shtml,2006,5
[55]冯帼英.朱海松.海尔背后:海尔广告全面代理纪实[M].广东:广东经济出版社,2004:10
[56]纪华强,杨金德.公共关系的基本原理与实务[M].厦门:厦门大学出版社,1992:18
[57]Erdem,T.,Swati,J.Brand.equity ad a signaling phenomenon.Journal of Consumer Psychology,1998,7(2):131-157
[58]丁俊杰,董立津.品牌:企业核心价值的开发[M].北京:中国工商出版社,2005,(6):270-111
[59]唐·舒尔茨.海蒂·舒尔茨著.高增安.赵红译.唐·舒尔茨论品牌[M].北京:人民邮电出版社,2005:121
[60]Anonymous.Developing a truly international brand and company International.Journal of Physical Distribution & Logistics Management.1996,26(7):19
[61]海尔集团简介[E].http://www.mhaq.cn/pro/gsjj2.htm,2006
[62]李毅.索尼:日本一代人的神话[M].兰州:兰州大学出版社,1997:270
[63]Campbell,M.C.Building brand equity.International Journal of Medical Marketing,2002,2(3):208