Difference Between Brand Equity and Brand Image

关键区别 - 品牌权益与品牌形象

品牌资产和品牌形象之间的区别在于每个概念的广泛性。Brandingis a complex concept, and it is becoming an essential marketing scheme. In simple terms, a brand is considered to be a distinguishing symbol, logo, word, sentence, mark or a combination of these items which is used by companies to distinguish their product or service from others in the market. But, brand management is a broad concept which houses a number of related concepts. Brand management provides strategy for the company to increase the perceived value of a brand in the longer run. It provides sustainability and growth for the company through increasing perceived value. Thus, a brand reflects the complete experience of customer interaction with that specified brand. In brand management,brand公平是一个重要而广泛的概念，品牌形象是品牌权益的组成部分。我们将详细讨论每个概念。

什么是品牌权益

品牌权益从接收方的角度处理品牌或接收器如何吸收公司的营销信息。Ailawadi，Lehmann和Neslin（2003，P1）将品牌权益定义为：“Outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name”。It can be simply understood as the brand’s commercial value which is derived from the consumer perception. Though brands mostly provide a premium on commercial value over a generic product, it does not need to be so.

根据Keller和Lehmann（2006）的说法，品牌权益是通过影响三个初级影响所产生的价值。这些是客户市场，产品市场和金融市场。这些是形成期间的活动和反应brand。最初，卖方引起了一项产品，从而导致客户心理反应（洞察力, belief, attitudes, etc.). If this mental response stimulates the willingness to pay, it initiates a customer behavior in the product market (sales). This process adds value to the seller via increase of goodwill, market capitalization (stock value increase), etc. This process reflects the three primary levels described by Keller and Lehmann (2006). The customer mindset is the customer market; the sales is the product market while the value sense is the financial market. This process aids us in understanding the formation of brand equity and its complexity. The customer mindset is the most complex part of brand equity. The mindset consists of two components; brand awareness and brand image.

品牌意识– It’s the memory of a consumer, whether he is able to recognize and recall the brand.

品牌形象- 根据协会对品牌的感知

What is Brand Image

品牌形象可以定义为独特的协会群体，从而产生了有关目标客户思想中的产品的感知。品牌形象是客户对品牌的当前心态。它反映了品牌目前在客户心态中的代表。客户对品牌的信念为品牌形象创造了基础。客户对产品的看法转变为品牌形象。它可以按照卖方策略一致的计划定位，也可以是由围绕客户的环境因素形成的，例如口口相传，竞争对手广告，用法评论等。品牌形象不一定是心理形象；它也可以具有添加的情感属性。这是与客户拥有的品牌的一系列功能和心理联系。品牌形象通常不会创建；它是自动形成的。 The brand image can include to products’ appeal, ease of use, functionality, fame, and overall value from a customer viewpoint.

The associations in the minds of customers shape the brand as well as the character of the organization which the brand is associated to. These associations form by contact and observation by elements which are internal or external to an organization. Internal communication reflects the organizationalmission以及一个积极的口号描述了品牌的关键价值观。外部沟通可以通过建议，同行评审，在线民意调查等。这些塑造了对客户思维中有关品牌的品牌形象或感知。例如，红牛以即时能量而闻名。法拉利或兰博基尼与赛车和运动驾驶有关。沃尔沃是为了安全的。感知是主观的，并且在个人之间可能有所不同。

他们说产品是由公司制造的，品牌是由客户制造的。因此，客户在购买通用产品的品牌时期望更多。因此，公司应始终使用积极和独特的交流工具（例如advertising, packaging, etc. These messages should assist the customer to easily differentiate the brand from competitor offerings. A positive brand image can improve品牌价值for an organization which will boost its goodwill.

What is the difference between Brand Equity and Brand Image?

Brief introductions of both brand equity and brand image have been discussed above. Now let’s compare and contrast the two to highlight the difference between brand equity and brand image.

品牌权益和品牌形象的特征：

广泛：

Brand equity:Brand equity has a broad scope and brand image is part of the brand equity in calculating the value of a brand.

品牌形象：品牌形象只处理即时客户塞ption.

Measurability:

Brand equity:Brand equity is measurable as it attempts to provide a commercial value for a brand. It incorporates all brand building exercises and statistics to reveal the real benefit of the brand to the organization.

品牌形象：品牌形象是主观的，并且根据个人客户而异。它涵盖了品牌的功能和情感属性。因此，很难衡量。

不同的观点：

Brand equity:Brand equity is the organizational viewpoint of a brand.

品牌形象：品牌形象is the customer viewpoint of a brand.

积极的品牌形象将为品牌权益增加价值。因此，公司应投资增强积极的品牌形象以取得成功。了解品牌形象与品牌权益之间的相互作用对于组织的可持续性和生存至关重要。

参考：

凯勒（K.L.）和D.R. Lehmann（2006）。品牌和品牌：研究结果和未来优先事项。Journal of Marketing Science. Vol. 25 (6), pg. 740 – 759.

Ailawadi，K.L.，Lehmann，D.R。和Neslin，S.A。（2003）。Revenue Premium as an Outcome Measure of Brand Equity。Journal of Marketing. Vol. 67 (October), pg. 1 – 17.

Image Courtesy:

“Brand Name Coffee” by特里·约翰斯顿（CC由2.0）viaFlickr

Izzy Stangl的“接触点轮” - 自己的工作，(CC BY-SA 4.0)viaCommons Wikimedia