引言:提到某一个品牌,人们常常会首先想到该品牌的商品或者服务,其实,品牌的魅力除了这些物性的内涵要素,还有更重要的情感内涵,即情感魅力。真正进入人们内心的品牌一定是“被情感化”的品牌,在人们心目中留下具有情感倾向的印迹。一个品牌如何能在众多竞争对手中占据消费者心智体系的核心位置,如何与消费者进行良好沟通,建立更为深入的品牌情感,这是品牌在情感营 Introduction: When it comes to a certain brand, people often think of the brand’s products or services first. In fact, the brand’s attractiveness has more important emotional connotations than the intrinsic elements of these physical properties. The real brand into the hearts of people must be “being emotional ” brand, in the minds of people leave the impression of emotional bias. How a brand can occupy the core position of the consumer’s mental system in many competitors, how to communicate well with consumers and establish a more in-depth brand emotion, which is the brand in the emotional camp