毕业设计（论文）商标在产品营销中的作用全英文论文.doc

《毕业设计（论文）商标在产品营销中的作用全英文论文.doc》由会员分享，可在线阅读，更多相关《毕业设计（论文）商标在产品营销中的作用全英文论文.doc（18页珍藏版）》请在三一办公上搜索。

1、毕业论文题 目： 商标在产品营销中的作用 The effects of brand names in marketing 学生姓名： 准考证号： 系 别： 班 级： 届 别： 指导教师： 摘 要 关于商标的话题在新闻媒体中屡屡被提起，原因之一是很多企业对商标的作用认识不太清楚，没有把商标看得很重要，致使企业在营销过程中由于商标遭抢注 或者被买走后束之高阁而受到很大损失。还有一些企业对产品的商标的宣传力度不够，导致产品市场占有率下降甚至退出市场。为此，我们应重新审视商标的作用。 近年来介绍商标的书籍和讨论“商标战略”的文章日渐多了起来，这为我国企业发展提供了可借鉴的案例，开阔了企业家的视野。但大

2、多数仅是一些著名商标个案发展史的罗列，或者是站在传统营销观念上探讨商标内在的机制问题，难以找到关于我国现阶段市场特征的商标作用的文章。为了解决这个问题，本论文在分析国内外多企业在商标成败的基础上，结合我国实际，阐释了商标在产品营销中对企业、消费者以及产品本身的作用。关键词 商标；企业；消费者； 产品；作用Abstract Brand names on the topic in the media has repeatedly been raised, one of the reasons is that many companies did not understand the role of

3、 the brand names clearly, did not know the importance of the brand names resulting in the marketing business in the course of being registered as trademarks or being bought The companies have been shelved after huge losses. There are also business-to-product brand names of the propaganda , leading t

4、o market share dropped even withdraw from the market. To this end, we should re-examine the role of brand names. In recent years many articles introduced the trademarks of books and discuss trademark strategy, the article increased more, this is the development of Chinas companies .They can learn fr

5、om the case, the broad vision of the entrepreneur. But the majority only in some cases well knew brand names of the history of the development list, or the traditional marketing concepts trademark of the internal mechanisms.It is difficult to find the market at this stage of Chinas brand name unchar

6、acteristic of the role of the article. To solve this problem, this article learnt from more than the analysis of domestic and foreign enterprises in the success or failure on the basis of trade mark, with Chinas reality,illustrates the effects of the brand names in product marketing in the companies

7、, consumer and the product itself . Key words Brand names ；companies；consumers；products； effectsCONTENTS1.Introduction.12.The effects of brand names on company.12.1. The brand names represent the image of a company.1 2.2. The brand names are intangible assets to a company.22.3.The brand names are th

8、e arms for a company when company3 3.The effects of brand names on consumers.43.1.The brand names affect the consumers decisions .43.2.The brand names bring the consumers awareness.53.3.The brand names creates the consumers loyalty.5 3.3.1.Consumers loyalty.6 3.3.2.The brand names affects the consum

9、ers loyalty.64. The effects of brand names on products.74.1.The brand names are one of the figures of the products.84.2.The brand names and the products are inseparable.8 4.3. The brand names suggest advertising recall on products.95. Conclusion.10Bibliography.11 1. IntroductionBrands are an organiz

10、ation uses a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors.There are many advantages to businesses that build successful brands.these include:higher prices;higher profit margins;better distribution;customer loyalty.Brands we

11、re originally developed as labels of ownership: name, term, design, symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financi

12、al markets, and indeed become the organizations most valuable assets.2. The effects of brand names on company Brands are important aspects of any business, but unlike money or bricks, mortar and paper clips, a brand is an intangible aspect of business. It lives in people heads and is defined by bran

13、d advertising and all of that person contacts with a company. Improving a brand is, therefore, one of the best marketing tools available because it involves your whole company and in the end, creates happier customers, more loyalty and higher market place. Marketers see a brand as an implied promise

14、 that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the bran

15、d is determined by the amount of profit it generates for the manufacturer. 2.1. The brand names represent the image of a companyA company image is an intangible item (you cant touch it or feel it), but its as important, if not more so, than the raw materials you fashion into a tangible brand names ,

16、 machinery you use to make brand names or your brand names inventory. Here is an example of Gatorade.The thirst for Gatorade is unquenchable as far as Sue Wellington is concerned.She should know. Wellington has forged a brilliant marketing career nurturing the Gatorade brand for 13 years.Today, Gato

17、rade is a brand power house that command 85% of the U.S sports believe market.Gatorade is sold in 47 countries in North America,Europe,Latin America,Africa,and Asia and has become a global brand.Brand development has been a key factor in Gatorade Frost in 1997,with a lighter,crispertaste aimed at ex

18、panding the brands reach beyond participants in organized sports to other usage occasions that she terms intense sweaty situations.We are a brand for the active thirst market,anytime anybody is hot and parched.Gatorade Frost has been racking up annual sales $200 million.The marketing Gatorade illust

19、rates brand management in a dynamic marketplace. Brand marketing is probably one of the most important things a company who is trying to break into a market and billions of dollars could be spent to try and make this happen.Successful brand names often stems from a strong coheProper rence between wh

20、at the companys top management seek to accomplish (their strategic vision), what the companys employees know and believe (lodged in its organizational culture), and how its external stakeholders perceived the company (their image of it). Misalignments between these three factors, in turn, indicate a

21、n underperforming brand. Here is another example: In the early 2000s in North America, the Ford Motor Company made a strategic decision to brand all new or redesigned cars with names starting with F. This aligned with the previous tradition of naming all sport utility vehicles since the Ford Explore

22、r with the letter E. The Toronto Star quoted an analyst who warned that changing the name of the well known Windstar to the Freestar would cause confusion and discard brand equity built up, while a marketing manager believed that a name change would highlight the new redesign. The aging Taurus, whic

23、h became one of the most significant cars in American auto history would be abandoned in favor of three entirely new names, all starting with F, the Five Hundred, Freestar and Fusion. By 2007, the Freestar was discontinued without a replacement, and Ford announced record losses. In a surprise announ

24、cement, the discarded Taurus nameplate would be re-used on an improved Five Hundred which had disappointing sales and whose nameplate was recognized by less than half of most people, but an overwhelming majority was familiar with the Taurus. Although the intention was to create a car to compete in t

25、he growing compact luxury segment, many believed the impression of it being a gussied up version of the Chevrolet Cavalier with which it shared its underpinnings severely undermined Cadillacs image. The consequent failure of the Cimarron in the marketplace coincided with numerous widely publicised t

26、roubles affecting engines installed in Cadillacs traditional full-size lines, in what is considered to be the least distinguished period in the marques history.2.2. The brand names are intangible assets to a companyThe study of brand equity is increasingly popular as some marketing researchers have

27、concluded that brands are one of the most valuable assets that a company has measures the total value of the brand to the brand owner, and reflects the extent of brand franchise.Brands provide a financial advantage for the brand owner.successful,established brand names,such as Gillette,Nike,Gatorade

28、,and Nokia,have economic value.They are intangible assets.The recognition that brands assets is apparent in the decision to buy and sell brands.Foe example,Procter&Gamble bought the Hawaiian Punch brand from Del Monte in1990 for $150 million and sold it to Cadbury Schweppes in1999 for $203 million.T

29、his example illustrates that brands can increase in value when effectively managed.Brands enable a firm to achieve economies of scale by producing a brand in mass quantities and create barriers to entry for competitors who might want to introduce their own brands.A strong brand image enables a manuf

30、acture to gain leverage vis-a-vis retailers and other marketing intermediators. Firm level approaches measure the brand as a financial asset. In short, a calculation is made regarding how much the brand is worth as an intangible asset. For example, if you were to take the value of the firm, as depri

31、ved by its market capitalization - and then subtract tangible assets and measurable intangible assets- the residual would be the brand equity. One high profile firm level approach is by the consulting firm Interbrand. To do its calculation, Interbrand estimates brand value on the basis of projected

32、profits discounted to a present value. The discount rate is a subjective rate determined by Interbrand and Wall Street equity specialists and reflects the risk profile, market leadership, stability and global reach of the brand.2.3.The brand names are the arms for a company when competingBy their br

33、and names, companies can gain widespread distribution(for example by retailers who want to sell the brand)and build customer loyalty.Good examples include Microsoft,Panasonic and Mercedes.Brands deliver higher sales and profits have the potential to work their magic on other products and helps a com

34、pany enter new product categories more easily.Distributors may perceive there is less risk with a new product if it carries a familiar brand name.If a new food product carries the Their brand,it is likely that customers will buy it. Promotional launch costs(particularly advertising)are likely to be

35、substantially lower.Through brand names,a company can create excitement,elegance,exclusiveness,and influence customersperceptions and attitudes.For example,99 percent of the customers of Polo brand clothing have never seen nor will ever play a match of Polo,yet Ralph lauren,through the wise choice o

36、f the Polo name ,was able to endow this brand with a high-status cachet.Pizza Hut selected late 1990s to suggest ,in addition to size,an attitudefor which New York is known.This product was the most successful in Pizza Huts history,with 40 million consumers trying the product within three months of

37、its introduction.The name JetBkue provides this company with a memorable name unlike any other in the airline industry. In a market economy where two or more suppliers compete for the same customers, with a similar product, then items differentiating the service offered by each provider, need to be

38、defined. Competition is generally in the public interest and encourages providers to improve quality, work efficiently and provide products and services at lower prices.In a competitive market a single supplier will lack?market power?, since the supplier must respond to the rivalry of competitors in

39、 order to remain in business.3.The effects of brand names on consumersThe main importance of brands is that ,done well it permits a business to differentiate its products,adding extra value for consumers who value the brand,and improving profitability for the company.It is important ,therefore,to un

40、derstand what brands are and why they are important.McDonalds sums this up nicely in the following quote emphasizing the importance of brands:“it is not factories that make profits,but relationships with customers,and brand names with secure those relationships.”At the root of the marketing effects

41、is consumers knowledge. In other words, consumers knowledge about a brand makes consumers respond differently to the marketing of the brand.In this chapter, the writer will discuss the effects of the brand names in product marketing in the consumers .3.1.The brand names affect the consumers decision

42、sResearch shows that consumers often assign personality traits to productstraditional,romantic,rugged,sophisticated,rebelliousand choose brands that are consistent with their own or desired selfimage.First,brand equity provides a competitive advantage,such as the Sunkist label that implies quality f

43、ruit and the Disney name that defines childrens entertainment.A second advantage is that consumers are often willing to pay a higher price for a product with brand equity.Consumers may benefit most from branding.Recognizing competing products by brand names allows them to be more efficient shoppers.

44、 This research is concerned specifically with the role of one exceptional factor in strengthening the association between the brand name and consumers reactions to advertising: the temporal placement of the brand name within television advertising. A field study of prime-time television advertising

45、across the major national broadcast networks found that 24% of ads wait until the very end of an advertising message to reveal the brand name, and only 6% of advertisements actually present it at the very beginning of spots before the presentation of content (Centre for Integrated Marketing Communic

46、ation Research Brief 2004). Creative directors interviewed felt that withholding presentation of the brand name in this manner is intentional and appropriate. As one director put it, the offer needs to be mentioned first and then the brand. Most interviewees expressed that brand-name placement decis

47、ions are purely execution-driven, which suggests that little consideration is given to cognitive and social psychology principles of learning. If creative directors believe that there is an advantage to withholding the advertised brands identity until the end of the spot, it begs the question, Is there theoretical and empirical evidence to back up this practice? We believe not. On the other hand, we be