在品牌健康检验中,会常有这样的现象:某个品牌拥有极高的知名度,但真正选择购买它的消费者却很少。我们暂且撇开高级奢侈品牌不论,这种现象只是“走近”了消费者,却还没有“走进”他们。有些品牌拥有可观的购买者,却很少人会继续使用它。这样即便“走进”他们的世界,却没能在那里留驻下来。当你手头有足够多的钱,并且不在意它可以为你带来的效益时,你当然可以肆意花费只为取得高的品牌知名度。但事实上,每个客户都希望用最少的钱带来最大的效益,尤其是广告预算越来越少的今天,这就需要依靠品牌的力量。而成功品牌的意义应该远远超越于一个知名的品牌。几乎所有在建立品牌的人都在呐喊:消费者是我们的出发点。然而要真正做到却并非易事。 In the brand health test, there will often be such a phenomenon: a brand has a high reputation, but the real choice to buy it consumers are few. For the time being, aside from the luxury brands, this phenomenon is only “approached” consumers, but not “into” them. Some brands have significant buyers, but few will continue to use it. So even if “into ” their world, but failed to stay there. When you have enough money on hand, and you do not care about the benefits it can bring you, you can of course wantonly spend only high brand recognition. But in fact, each client wants to bring the most benefit with the least amount of money, especially with less and less advertising budget today, which depends on the strength of the brand. The meaning of a successful brand should be far beyond a well-known brand. Almost everyone who builds a brand is crying out: Consumers are our starting point. However, it is not an easy task.