The core of brand management: brand awareness to brand affect Brand as a product or service marks can be used to characterize and create similar products or services, the difference between the consumer is relying on the brand creates a feeling and experience to help them select or identify the product or service. Therefore, the core of brand management is how to brand recognition from consumers to the brand management of emotions. Brand management is for the brand business products and services, integrated use of corporate resources, through planning, organization, implementation, control to achieve corporate strategic objectives of the business brand management process. There are core brand positioning, brand personality, brand image, LOGO, ad performance style and image of the terminal. From the perspective of consumer psychology, brand recognition is how to produce a consumer brand and other brand differentiation feeling and emotional experience. From the perspective of information processing theory, brand awareness is to provide consumers with the brand differentiation and other symbolic information, such symbolic information, including voice, video, etc. elements. How to measure consumer brand awareness, academics generally agree with the current gradient to be established brand recognition. The specific brand awareness gradient is: First, the reference to recognition. It is without any prompting, they immediately think of a product category recall the brand, this brand impression in the minds of most consumers, the greatest impact, durable memorable. For example, to the computer, many consumers think of IBM, Lenovo, etc.. Second, not prompted awareness. It refers to the case in the absence of prompt can think of the brand, which already exists in people&#39;s memory, but not the first to be memory. For example, in reference to computer brand, the consumer can think of HP, Dell, etc.. Third, prompt recognition, it is through tips, consumers indicated awareness of the brand, but do not fully understand. When consumers see the example given in the computer brand, a talent that Founder, with the parties and other computer brands. Fourth, no recognition, it means a prompt, consumers still have no impression of the brand. Such as Acer&#39;s computer gives the brand, some consumers do not know. As can be seen from the above analysis, brand awareness is the basis of the relationship between the consumer and the brand is the consumer brand familiarity and understanding of reflection. Emotion is the consumer brand evaluation and brand experience is the core relationship between consumers and brands. Brand Affect is formed consumer brand experience, it is emotional level. Brand is the brand association of cognitive psychology that reflects the brand is a very important emotional aspects of brand association is the memory of any brand is linked with the things that people on the brand&#39;s ideas, feelings and expectations of such a series of collection reflects the brand personality and image. One of the most important thing is to provide consumers in our brand association grounds, in a series of consumer purchase decision process, the brand association network model composed of the memory is determining what to buy branded products included in the key final one. Construction of the brand in the minds of consumers by the memory of the network model, in which the number of positive associations and associations become more complete, consumers will be taken into account the greater the chance the collection. In the majority and the number of positive brand associations in the market share position to market advantages. The academic performance of the marketing and consumer research that the product has a strong brand association and correlation between. Brand management experience and studies have shown that to attract a new customer to pay the cost of keeping an old customer to spend 4 to 6 times. From brand loyalists who profits from the brand loyalty of the money of non-profits of 9 times. Brand loyalty by making business more profitable in the short term because the more buyers, the long term because of good word of mouth spread. Brand loyal customers as to ensure a stable future, the most direct impact on customer base and profits. As brand loyalty is the future value and potential, of course, the company&#39;s most valuable customer group in mind. From the above research results can be seen, brand loyal customers for the development of enterprises play a very important role. Many scholars from the brand purchase behavior to define brand loyalty. Also praised by the experts with actual purchase behavior to define brand loyalty, they believe that it is difficult to accurately grasp what is in the consumer in the end, only the consumer&#39;s behavior is the best brand loyalty statements and, if scholars define brand loyalty three times to buy the same brand as behavior. Some scholars think that loyalty is the number of consumers to buy a brand accounts for all types of products purchased in the ratio of the number, the higher the ratio, the higher the brand loyalty. But some scholars do not agree with this view that the external manifestations of sustained buying behavior can sometimes be ineffective as the consumers may be because the Xi Guan Huoshifangbian Er Zhongfu purchase, therefore, only from the consumer&#39;s repeat purchase on the inference De Chu brand loyalty or disloyalty is unwise. The latest theory is that brand management, brand loyalty is customer behavior through a series of out strongly with the target brand (company) attempt to maintain a relationship, including allocation of a higher share of wallet to specific service providers, and engage in good the spread of word of mouth and repeat purchase. Therefore, regardless of brand loyalty can be considered to promote environmental change and all sorts of brand switching behavior of the impact of marketing efforts and strong will always give priority to uphold the promise of repeat purchases of a product or service, leading to the same brand or same brand series of repeat purchase behavior or tendencies. This shows that brand loyalty is a multidimensional concept, including the following four areas: behavioral loyalty; affective loyalty; cognitive loyalty; intention of loyalty. In other words, in the sense of loyalty formation process, consumers will experience cognitive loyalty, affective loyalty, intentional loyalty, behavioral loyalty in four stages, while consumers at an earlier stage of a particular type of loyalty flu would affect the latter stages of their loyalty. 1. To establish the right brand awareness to consumers on the significance of brand identity Significant brand and brand in a variety of occasions, the consumer can be referred to the frequency and degree of difficulty, the extent to which the brand can be easily recognized by consumers and what associated factors is necessary, the degree of brand awareness have How much more convincing. Brand significant distinction between the key dimensions of brand breadth and depth of brand, brand depth refers to the brand recognized by consumers the ease; brand width refers to the brand when consumers think of when buying range 和 Consumption of a highly significant The brand enables consumers to buy and choose the full range always think of the brand. 2. In the creation of brand value, the key is to create high performance and good brand image brand Office equipment management theory that the brand value of recognition, from the functional point of view, mainly referring to the brand-related spending and performance results. Brand performance is a consumer product or service to meet the functional needs of the external manifestations. Including brand inherent characteristics of products or services, as well as products and services related to the elements, specifically, the dimension of brand performance based on the product package insert features and additional features reliability, durability and maintainability; services efficiency, effectiveness and service attitude: product style and shape. From the abstract point of view mainly refers to the brand image associated with consumer associations. These associations can be directly through their own experience and the formation of consumers and, through advertising or word of mouth spread of information is linked to information obtained. Another dimension of the value of network equipment is the image. Brand image and product or service linked to external assets, including the brand to meet consumer demand in the psychological or social needs such as abstract. Brand has four component elements. The consumer characteristics, personality and values, brand history, tradition and development process. 3. In the relationship between the consumer and the brand, the key is to create consumer brand resonance Resonance has assembled the computer can be decomposed into four dimensions. Behavioral loyalty refers to the frequency and the number of repeat purchase. Attitude attributes that consumers believe the brand is very special, unique, enthusiastic love of the brand and not converted into other similar brands. Sense of belonging that consumers generated by the brand contact a certain sub-cultural groups. Active involvement means that consumers can buy it for the brand outside also actively take the initiative to care for with the brand-related information, visit the brand website and actively participate in related activities. Only by taking into account the four aspects in order to effectively achieve consumer brand resonance.
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