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【Abstract】Brand attributes are important factors influencing the brands development. This paper reviews the previous studies on brand attributes and the relevant models， mainly consisting of the models of Keller （2013） and De Chernatony et al.
【Key words】Brand attributes; awareness， image， quality， value
【作者簡介】潘杏兰，陈志凤，黎兴金，林德有，Eddie P.，贺州学院。
【基金项目】本文系广西大学生创新创业项目“醉美贺州书画苑”（编号：201811838157）成果。
Brand attributes are greatly helpful in creating strong brand. In other words， brand attributes can be regarded as the brand characteristics that make the brand unique and competitive， which is a core element in brand development. With the understanding of brand attributes， brand owners and managers can understand about why the product or service can meet customers’ needs and why customers are satisfied. Keller maintained that brand attributes， such as logos packaging， personalities， events， word of mouth， and brand image， are important drivers in brand equity development.
Brand attributes refers to those descriptive features that characterize a product or service， which are perceived in a variety of ways in customers’ beliefs from their experience， such as from online surfing， consumers reports， and word of mouth， etc. It can provide functional benefits and sometimes emotional benefits for customers. Brand attributes， according to De Chernatony et al. include a series of brand associations in six dimensions， namely， awareness， image， perceived quality， perceived value， personality， and organizational association. These dimensions affect consumer purchasing behavior and consumer satisfaction. Aaker， an expert on brand research， describes the four dimensions of the brand， in which he described a brand as a product， a brand as an enterprise， a brand as a person （or personality）， and a brand as a symbol.
Keller recognized the limitation of Aaker’s model on brand attributes which has mainly studied the manifestation of brand image and ignored human’s cognitive aspect， so he developed a brand attribute model that is different from that of Aaker. Keller states that it is necessary to further study both the product-related attributes and non-product-related attributes.
【Key words】Brand attributes; awareness， image， quality， value
【作者簡介】潘杏兰，陈志凤，黎兴金，林德有，Eddie P.，贺州学院。
【基金项目】本文系广西大学生创新创业项目“醉美贺州书画苑”（编号：201811838157）成果。
Brand attributes are greatly helpful in creating strong brand. In other words， brand attributes can be regarded as the brand characteristics that make the brand unique and competitive， which is a core element in brand development. With the understanding of brand attributes， brand owners and managers can understand about why the product or service can meet customers’ needs and why customers are satisfied. Keller maintained that brand attributes， such as logos packaging， personalities， events， word of mouth， and brand image， are important drivers in brand equity development.
Brand attributes refers to those descriptive features that characterize a product or service， which are perceived in a variety of ways in customers’ beliefs from their experience， such as from online surfing， consumers reports， and word of mouth， etc. It can provide functional benefits and sometimes emotional benefits for customers. Brand attributes， according to De Chernatony et al. include a series of brand associations in six dimensions， namely， awareness， image， perceived quality， perceived value， personality， and organizational association. These dimensions affect consumer purchasing behavior and consumer satisfaction. Aaker， an expert on brand research， describes the four dimensions of the brand， in which he described a brand as a product， a brand as an enterprise， a brand as a person （or personality）， and a brand as a symbol.
Keller recognized the limitation of Aaker’s model on brand attributes which has mainly studied the manifestation of brand image and ignored human’s cognitive aspect， so he developed a brand attribute model that is different from that of Aaker. Keller states that it is necessary to further study both the product-related attributes and non-product-related attributes.