1、中文 1750 字， 950 单词， 5300 英文字符 出处： Henderson P W, Cote J A, Leong S M, et al. Building strong brands in Asia: selecting the visual components of image to maximize brand strengthJ. International Journal of Research in Marketing, 2003, 20(4):297-313. 原文 Building strong brands in Asia: selecting the visu
2、al components of image to maximize brand strength PW Henderson， JA Cote， SM Leong， B Schmitt Companies in developing countries increasingly recognize the benefits of building strong brands, such as surviving adverse economic conditions, enjoying greater longevity, exerting greater power in distribut
3、ion channels, expanding sales beyond small domestic markets, becoming more competitive in hiring and retaining staff, and increasing profits Goad, 1999, Kotler et al., 2003, Parrott, 2001, Rabano, 2000 and Temporal, 2001. The development of strong brands is especially important in Asia. Asian compan
4、ies face several challenges in building strong brands including the presence of strong international brands and perceptions by some that Asian brands are inferior Jacob, 1993, Schmitt & Pan, 1994 and Schutte & Ciarlante, 1998. Visual stimuli are a critical part of any branding strategy. These stimul
5、i include the logo, signage, packaging, product design, advertisements, and web sites. Hutton , Schmitt and Simonson and others argue that visual stimuli can assist in building strong brands by differentiating products, creating loyalty, allowing for premium pricing, cutting through clutter, and pro
6、tecting against competition. These propositions are supported by recent research showing a high correlation between the design quality of visual stimuli and financial performance of the company. Visual stimuli may be effective because they are learned faster and remembered significantly longer than verbal stimuli. In addition, the visual aspects of image can create quality perceptions critical for building strong brands in the absence of verbal material. However, most research on Asian bra
