Contemporary Young Men'S Cognition Of Sports Shoes Brand

First, the research on brand cognition, the study of brand at home and abroad has gone through the marking period, trademark period and brand period. Now it has entered the period of famous brand or strong brand. Therefore, there are many brand theories, and there are different opinions on the definition of brand. In this article, brand refers to consumers' understanding of brands, organizations or things that only have visual identification, such as names, markers, or related desires and psychological tendencies of the audience, as well as organizations or things that are simply promoted in the field of communication and advertising. Brand cognition refers to the degree of consumers' understanding, understanding and understanding of brands. However, domestic scholars have different understanding of brand cognition. There are mainly: (1) brand awareness refers to the degree of brand awareness and reproduction by the public, in a sense, refers to the extent to which consumers are aware of brand characteristics and functions. (two) brand recognition is an important part of brand loyalty, which is the cognitive state of consumers' brand. It refers to consumers' understanding, cognition and familiarity with brands. Generally speaking, four sub criteria are used to express: (1) the proportion of the first brand in the same kind of competing goods is first associating; (2) the recall rate of the brand in the absence of prompting, that is, no prompting popularity; (3) the recall rate of the brand in the prompting state, that is, prompt awareness; (4) disseminating the media status and characteristics of the brand. The function of the product is the degree of consumer use (3) the function, characteristics and appearance of the brand products (4) the quality of the brand products (4) the brand's commitment to the quality of the brand (5) the brand's commitment to the quality of the consumers (6) the durability of the brand products (7), the brand service (8), the development and innovation of the brand products in quality (9) the performance status of the brand products in different consumers (10), the competitive brand's brand awareness and its main reasons (10), the main method of improving the awareness of the competition brand, and the main advocacy and expression concept (the consumer) getting the information source of brand recognition. The famous brand theory expert David Aaker of the US believes that awareness is a key component of brand equity. (three) the main assessment indicators of brand awareness are: (1) the degree of brand product's function for consumers; (2) brand According to Aaker's explanation, brand awareness refers to the firmness of brand in the minds of consumers. There are two levels of Brand awareness, namely brand recall (recall) and brand recognition (recognition). Brand recall means that when the brand name of a product is given to the respondents, the brands that are said to have brand recall; and brand recognition refers to the brand recognition when the brand name is given to the specific product category, and the brand name of the said brand is asked when the respondents say what brand they have heard before. According to Aaker, brand recognition should be part of brand association, because cognition of product or service is also related to brand memory. But Kevin Keller takes brand image as part of brand knowledge. He seems to think that brand image is a series of associations organized according to a certain purpose. But he added attribute factors to the types of brand associations, including non product related attributes and product related attributes. It can be seen that brand association defined by Keller includes brand association and quality cognition defined by Aaker. At the same time, Keller distinguishes non product related attributes in brand association into image description of price, user and use, brand personality and feeling and experience. In building brand equity framework, Aaker did not take the brand reputation into account. Keller regards brand reputation as part of the brand image. To sum up, brand cognition is the degree of consumers' understanding, understanding and control of brands, first of all, consumers' awareness of brands, that is, brand awareness (brand awareness). There are two levels of brand awareness, one is brand recall (brand recal1), the other is brand identification (brand recognition), which is consistent with the definition of Aaker and Keller. The second is the degree of consumers' understanding of brands, or the impression that brands leave to consumers, that is, brand image. Brand cognition includes three aspects: brand external mark, brand association and brand image, which are two aspects: brand awareness and brand image. It is represented by the following subsystems: (1) the brand is first compared with the first brand in the same kind of competing goods; (2) the recall rate of the brand in the prompting state, that is, no prompting popularity; (3) the recall rate for the brand in the prompting state, that is, prompt awareness; (4) disseminating the media status and characteristics of the brand. Among them, as the first brand is linked to the brand's external markings and brand image, brand recall rate also includes brand external markings, brand image and brand media and other aspects of brand association. Two, contemporary young people (men) survey and analysis of brand recognition of sports shoes. In this study, brand cognition includes: (1) the proportion of the first brand in the same kind of competing goods is first associating; (2) the recall rate of the brand in the absence of prompting, that is, no prompting popularity; (3) the recall rate of the brand in the state of prompting, that is, prompt awareness; (4) disseminating the media's status and characteristics of the brand, because recognition includes two aspects of brand recognition and brand reappearance, and these two are easy to interact with each other. The questionnaire in the no prompting state is mainly used for brand reappearance of consumers, mainly concerned with brand awareness. The questionnaire with hints is mainly used for two aspects: brand recognition of consumers, brand awareness and brand image. The object of this study is today's young men. Some of the 80's are working, and some are college students. The male after 90 is mainly in the junior high school stage according to the normal situation. 1 no prompting state: Table 1: the first brand's recall state under no prompting condition: the overall situation of the first brand, the post-80s, the post-90s, the students, the first brand, Nike (24, 13), Lining (22, 13) Adidas (8, 1) Anta (4, 2), the double star (1, 1), the precious bird (1), the MIZUNO (XTEP), the XTEP ( Nike (12, 8), Lining (10, 6), Adidas (7, 5), Anta (1), double star (1), Nike Nike (3, 1), Lining (3, 3), Anta (3), precious man (birds), MIZUNO (3), (Lining). The memories of the brand are two, 27, Nike (21), Lining (20), Anta (19), Jordan (8), 361 (8), back to back (7), PEAK (5), MIZUNO (5) Reebok (5), Reebok (MIZUNO), (celebrity), (New), new (100), (New), "("), "("), "("), "("), "("), "(") "," (")," (")," ("))," high "(") "," high "("), "(") "," (")," (")," (")," good ". Table two: no prompting, other 阿迪達斯（13）、耐克（13）、李寧（13）、安踏（11）、喬丹（1）、361°（3）、背靠背（1）、匹克（3）、美津濃（1）、銳步（3）、特步（1）、匡威（1）、名人（1）、新百侖（1）、茵寶（1）森馬（1）、阿迪達斯（5）、耐克（3）、李寧（1）、安踏（1）、喬丹（1）、361°（1）、背靠背（1）、彪馬（1）、特步（1）、銳步（1）、匡威（1）阿迪達斯（9）、耐克（5）、李寧（6）、安踏（7）、喬丹（6）、361°（4）、背靠背（4）、匹克（2）、美津濃（4）、銳步（1）、特步（2）、匡威（1）、高邦（1）、別克（1）、貴人鳥（1） 這一狀態采用的是發放問卷的形式。 A total of 175 questionnaires were issued, 90 after 80, and 85 in the post-90s. Among them, one answer is regarded as an invalid questionnaire. 其結果大致如下： 在第一印象品牌的回答中，有四份未回答，90后的85份問卷中，有一份無效，80后的90份問卷，有2份未回答第一品牌，結果表四： 表四：有提示狀態下，第一印象品牌回憶情況 總體80后90后第一印象品牌耐克（86，73）、李寧(40,37)、阿迪達斯（20，8）、安踏（6，6）、銳步（5，2）、361°（3，2）、喬丹（2，0）、匹克（1，0）、阿迪王(1,0)、沃特（1，1）、雙星（1，1）、美國駱駝（1，0）、彪馬（1，0）、回力（1，0）、鱷魚（1，0）。 1,1, ADI (King), American Camel, 25,24, Nike, Lining, Nike, Jordan, and crocodile. Nike (46, 40), Lining (15, 12), Adidas (12, 6), Anta (3, 3), Reebok (3, 0), 361 degree (361, 361), Voight (361) It is also known that the original production countries are Nike, Lining, Anta, Xtep, 361 degrees, Doublestar and Peak. Advertising language also has a high reputation for Nike, Adidas, Lining and Xtep. Among the 80s, the overall brand awareness was higher than those of Nike, Xtep, Lining, Adidas, Peak and Anta. After 90, Nike, Lining, Anta, Adidas and Xtep were in the middle. After 80, brand names, production countries and advertising slogans have a much higher awareness of each brand than the latter. In terms of information sources, 5 respondents did not answer. One of the 85 questionnaires was invalid after 90, 90 questionnaires after 80, 2 did not answer, and five were specific. In the aspect of brand information channel, the TV media attached more importance to Nike, Lining, Adidas, 361 degrees and Anta. More emphasis was placed on Nike, Lining, Adidas, Reebok, Xtep and PUMA in newspapers and magazines. The information channel cognition front row is: Nike, Adidas, Lining, Reebok, Anta. More information comes from TV after 1990s, and other areas are more dispersed. After 1980s, the degree of concentration of TV is still higher, but obviously lower than that of post-90s, and the degree of dependence on product promotion is obviously lower than that of post-90s. Generally speaking, the post-80s generation has better performance in information channels. Specifically to the brand, Peak, 361 degrees, Anta and Spalding have different degrees of cognition between the 80 and the 90s. In terms of advertising form, sports stars endorse high recognition rate of Nike, Adidas, Reebok, Lining and Anta. There was no significant difference between 80 and 90. The cognition of brand image is better: Nike, Adidas, Reebok, Lining, PUMA, CONVERSE, 361 degrees. Brand image for the vitality of sports are: Nike, Adidas, Reebok, MIZUNO, CONVERSE, Spalding, Lining, Xtep, 361 degrees, ERKE, Doublestar, Peak. The brand image is PUMA, Kappa and 361 degrees for youthful fashion. Anta's brand image is cost-effective. After 80, the 6 brands were identified as a factor of youth fashion. They considered the domestic brands to be cost-effective. Compared to the 90's, only 2 brands (all domestic brands) were considered to have the characteristics of cost-effective, and the 12 brands had a sense of youth fashion. 80, after 90 to Kappa, S