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1、湖北第二师范学院独立本科段（论文）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： 14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
2、可借鉴的案例，开阔了企业家的视野。但大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 und
3、erstand the role of 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 pro
4、paganda , leading to 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
5、 .They can learn from 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 China
6、s brand name uncharacteristic 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 marketi
7、ng in the companies, 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
8、 brand names are the 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
9、 affects the consumers 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. IntroductionBr
10、ands are an organization 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;custome
11、r loyalty.Brands were 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 comp
12、etitive and financial 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
13、 is defined by brand 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
14、 an implied promise 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. Th
15、e value of the brand 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 tan
16、gible brand names , 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 1
17、3 years.Today, Gatorade 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,crisp
18、ertaste aimed at expanding 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 market
19、ing Gatorade illustrates 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 coheProp
20、er rence between what 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,
21、in turn, indicate an 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 sin
22、ce the Ford Explorer 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
23、 aging Taurus, which 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. I
24、n a surprise announcement, 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
25、car to compete in the 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
26、widely publicised troubles 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 marketin
27、g researchers have 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 Gil
28、lette,Nike,Gatorade,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
29、 for $203 million.This 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 im
30、age enables a manufacture 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
31、 the firm, as deprived 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
32、basis of projected 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 c
33、ompetingBy their brand 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 produ
34、cts and helps a company 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 advertisin
35、g)are likely to be 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,throug
36、h the wise choice of 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 with
37、in three months of 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 pr
38、ovider, need to be 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 rivalr
39、y of competitors in 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 importa
40、nt ,therefore,to understand 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
41、 marketing effects 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
42、 consumers decisionsResearch 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 tha
43、t implies quality fruit 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
44、efficient shoppers. 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 tele
45、vision advertising 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
46、 Marketing Communication 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-n
47、ame placement decisions 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.