1、1960单词，10200英文字符，3380单词（二）标题： Building Brand Equity Through Advertising 原文： Learning from Brand Equity Research to Build Ads That Build Brands Years of research have shown that consumer perceptions and attitudes - measured collectively, and commonly described as consumer Brand Equity - have a direct
2、 relationship to a brand's market position and business results. Marketers rely on advertising as one primary tool to develop and nurture Brand Equity. This paper will share some findings that look at advertising, as a contributor to Brand Equity - specifically, how Brand Equity measures can con
3、tribute to the development and evaluation of advertising at the pretest stage, in a copytest. Short-Term Impact and _ Long-Term Brand Equity Historically, pretest (copytest) measures are designed primarily to evaluate an ad's potential impact in the short term. We use standardized measures
4、 of the ad's potential to be noticed and remembered； to register the brand name and convey its message or image； to reinforce loyalty or preference among current buyers； and to persuade consumers to buy or use the brand. Previous studies, many of them presented at the ARF over the years, have va
5、lidated these pretest measures in relation to inmarket results - typically in terms of sales volume or share, and sometimes awareness, for the period during or immediately following the ad's run. So these pretest measures have a demonstrated ability to identify and quantify the short-term effect
6、iveness of individual ads. But marketers also want advertising to build their brands in the long term. Some studies have focused on the long-term effects of advertising, a year or more beyond the ad's run. They show that some ads are effective in the short term and the long term, while some are
7、effective only while they run. However, we have yet to see any evidence of ads that contribute to business results in the long term without any measurable short-term impact. So we could say that short-term effectiveness is necessary, but not sufficient, to produce long-term results. This raises the
8、obvious question, how can we measure an ad's potential to build the brand in the long term - to develop or reinforce Brand Equity? One approach comes from our learning about Brand Equity. To show how that applies to copytesting, we have to start at the other end: with measures of consumer Brand
9、Equity, in market. Measuring Brand Equity Our measure of Brand Equity comes from a model that uses a handful of standardized attitude measures that are generalizable across brands, business sectors, and markets. In a study representing 200 different brands from 40 different product and service categ
10、ories, comprising over 12,000 consumer interviews for over 200,000 individual brand assessments, these measures have been validated in relation to market variables and business outcomes - what we like to call "Brand Health." It is important to understand how the model works to measure Bran
11、d Equity. The overall construct that we call "Brand Health" depends on three major factors: Brand Equity perceptions, Consumer Involvement with the category, and Price/Value perceptions. These are derived measures, based on a series of standard rating scales. The Brand Equity measure
12、 summarizes consumer perceptions on five dimensions: Familiarity, Uniqueness, Relevance, Popularity, and Quality. Involvement reflects consumers' reported sensitivity to brand differences, how much brands matter to them in this category； and Price represents the perceived price/value relationshi
13、p. To line up these ratings with business results, we also need to account for brand size. The derived measure of Brand Health shows a strong correlation with consumers' reported brand loyalty, commitment, purchase intent ratings, and price sensitivity. At the brand level, we also find a strong
14、relationship to market share, and to five-year trends in share and profitability. Advertising and _Brand Equity This begs the question: "If Equity drives the Brand, what drives Equity?" We went looking for answers in a follow-up study, that we reported at last year's Week of Workshops3
15、. This study was more focused than the first one, concentrating on 79 brands from 20 different categories of FMCGs with a relatively high penetration - in all, over 2,700 consumers gave more than 10,000 brand assessments. Each brand was rated on our five Equity dimensions, and also on several factor
16、s that we thought should contribute to Brand Equity - including perceptions of the advertising. Specifically, we asked whether they recalled advertising for the brand and if so, whether they felt the advertising had a favorable impact on their opinion of the brand. Advertising was not the biggest fa
17、ctor contributing to Equity； product and package performance, the "look and feel" of the brand, and the brand name itself, each had a stronger correlation to Equity than advertising had. But favorable ad awareness also had a significant relationship to Equity. In particular, it contributed
18、 to ratings for Familiarity and perceived Uniqueness - qualities that have a logical relationship to advertising. But why is advertising correlated with Equity at lower levels than these other variables? One possibility is that advertising influences these other perceptions indirectly, but mor
19、e strongly than consumers think it does. And of course, the brands would vary in the level and quality of their advertising support. In any case, perceptions of the advertising are correlated with Equity. This confirms our belief that advertising contributes to Brand Equity, or at least, that it can
20、 - which points to the need for a way to measure an ad's potential contribution to Brand Equity, in a pretest. Copy Test Measures for_Brand Equity At around the same time as this study, we began to include the five Equity ratings in the Diagnostic segment of our copy test. Of course, "equit
21、y" is not a property of an individual ad； it's a property of the brand. But in a copy test that measures consumers' perceptions and reactions to an ad execution, we should be able to measure its potential to enhance or reinforce brand perceptions. Equity studies typically reference attr
22、ibutes specific to a brand or category, to identify the unique "equities" that position and differentiate individual brands. We often evaluate these in copytests, too. But by adding the validated, generalizable items from the Equity*Builder model, we should be able to assess ads at the pre
23、test stage in terms of their potential to build Brand Equity. Here's a quick summary of the copytest methodology that we call Next*TV: A nationally distributed sample is recruited to the survey by telephone, in the guise of a "program evaluation study." Qualified recruits get a packet in the mail with a VHS
