The core of brand management: brand awareness to brand affect by fdjerue7eeu


									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'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'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'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'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'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'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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