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产品品牌不仅是一个名称、符号、象征和设计,更是产品的无形资产。它有自己特别的含义,具有描述产品的优势,而且能用于使消费者识别区分某种特定产品与其同类竞争产品。因此它的价值不可估量。品牌的名称是消费者建立品牌认知的基础。消费者首先是因品牌名称所提供的信息提示进行联想;接着通过营销者的宣传、推广及促销等活动形成品牌概念;经过购买和使用经验后,建立品牌形象;最后由于营销者不断地通过各种宣传促销方式唤起消费者对该品牌的重复记忆而建立品牌忠诚;从而给该产品带来不可估量的品牌资产。所谓“好的开头是成功的一半”,品牌的重要性可见一斑。
Product brand is not only a name, symbol, symbol and design, but also the intangible assets of the product. It has its own special meaning, has the advantage of describing the product, but also can be used to enable consumers to distinguish between a particular product and its competing products. Therefore, its value is immeasurable. The name of the brand is the basis for consumers to establish brand awareness. Consumers first associate themselves with the information prompts provided by the brand name; then they form the brand concept through marketing, promotion and promotion of marketers; establish the brand image through the purchase and use of experience; and finally, as marketers continuously pass each Promote promotional methods to arouse consumers' repeated memory of the brand while establishing brand loyalty; thus bringing immeasurable brand equity to the product. The so-called “good beginning is half the success,” the importance of the brand is evident.