What Is Brand Meaning And Value From The Perspective Of Consumers?

< p > > a href= "http://sjfzxm.com/news/index_q.asp" > we < /a > know that different brands must have different styles, different experiences and different personalities.

How to excavate these things to let everyone know is very important for enterprises to build brands and achieve brand value.

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< p > consumers do not have many reasons to choose a brand, often with a sense of intuition.

Although consumers may agree that a brand may have some rational considerations, it is too late to think about it when making a decision. A small factor often becomes the reason for buying.

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< p > but this feeling has been accumulated for a long time, just like a boy falling in love with a girl at first sight. In fact, he can not tell why. Love is like it, but this feeling is enduring for a long time. It is a product of his life experience and aesthetic mind.

Consumers' understanding of brand is also based on their experience, culture and social class factors. Through the accumulation of brand awareness, they finally form a comprehensive image, which plays a key role in brand selection.

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< p > the essence of consumer brand psychological construction is to connect consumers with products or services.

If the product is like a circle, the consumer is also a circle. The brand is the place where the two circles intersecting. The more places it crossover, the higher the degree of consumer acceptance of the brand, the higher the brand's selectivity and loyalty. If the two circles are completely duplicated, the brand will become an indispensable part of the consumer's life.

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< p > consumers face brand thinking is actually the brand meaning and value, it is based on consumer brand association.

For example, K.L.Keller, a famous American brand theory expert, believes that brand meaning and value are the results of consumers' cognition of brands and are reflected by brand associations stored in memory.

Another famous brand expert, D.Aaker, believes that brand meaning and value are a series of associations organized by consumers in their minds according to certain purposes.

It can be seen that the two masters are consistent in terms of brand meaning and value.

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< p > > a href= "http://sjfzxm.com/news/index_q.asp" > consumer < /a > brand meaning and value are also affected by various factors in the process of brand communication, such as product quality, packaging, product use experience, logo, media advertisement, visual color, sound and sound, store image, etc.

In every aspect of brand meaning construction, every aspect of the consumer's contact with the brand will affect the brand feeling of consumers. These things will eventually form the image of the brand in the minds of consumers, and decide the degree of recognition of consumers, so the process of brand communication is very important for brand operators.

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From P's point of view, brand is the mark of product recognition, that is to say, brand reflects the identity of consumers, consumers of different classes and consumers of different personalities may use different brands.

Behind every brand, there will be a group of consumers with common characteristics. This group of people has the same consumption habits, cultural psychology, aesthetic taste and so on. They are in the same social class and share the same emotions and emotions. Remember that brands can only belong to a certain group of people. He can not represent everyone, let everyone agree with him, understand the identity of a person, just look at the brand he uses.

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< p > the birth of a brand is a systematic project.

Specifically, from the research of market demand, product concept, product positioning, product development, product process, product naming, product material, product packaging, product promotion and so on, every link needs careful planning and operation.

In a sense, it is a matter of rich people to play with the brand. Only when the income of the consumers increases, from the pursuit of the utilitarian pursuit of survival to the value pursuit of quality and sensibility, can brand consumption become possible.

That is why consumers in developed and medium-sized cities are more brand conscious than those in backward rural areas.

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< p > from the perspective of brand consumers, the use of branded goods is also an investment for consumers themselves. Consumer brands are an affirmation of themselves and an increase in self confidence.

The promotion of self-confidence will be accompanied by greater success in life. This investment is extremely valuable and necessary.

Conditional consumption of high quality brands means a kind of life achievement. It will bring you better feeling and make you get better.

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< p > brand investors, like brands running a company, must have the ability to make profits. Successful brands have strong earning power. In the valuation of brand assets, the maximum value of brand assets can reach 5 times the value of tangible assets, that is, considering the long-term profitability of brands. Therefore, investment in brands must have their own strategies, the establishment of an organizational structure and the establishment of a management system. From the positioning of the market, the planning of 3 years, 5 years or even longer years of brand, from the perspective of brand strategy, there is a planning and operability plan for promoting the brand's advertising, products and promotions.

At the same time, before a brand goes public, its market potential must be estimated, the expected earning capacity, and some possible risks.

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< p > in short, brand investment is long term, brand income is also long-term, and the value of brand is also accumulated for a long time. This requires brand investors to have patience of investment and needs a sustainable business philosophy.

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