品牌是什么?从笔者的研究来看,品牌就是活在消费者心目中的一种消费情结。这种情结,不是产品强加给消费者的,也不是企业强加给消费者的,而是消费者在不断地消费过程中自觉或不自觉地集聚起来的。 而打动消费者聚集这种情结的,不是商品,不是企业,是服务,是文化,是享受,是实际使用价值到心灵感悟价值的升华。没有这一升华,就不会有浓郁的消费情结的聚集,更不会有忠诚消费、忠诚顾客的出现。消费者的消费情结在消费选择的那一刻,也就终结了,没有影响,没有记忆,更不会有不断的,甚至是无休 What is the brand? From the author’s research, the brand is living in the minds of consumers in a consumer complex. This complex is not imposed on the consumer products, nor imposed on the consumer business, but consumers consciously or unconsciously accumulated in the process of consumption together. Impressed consumers to gather this complex, not a commodity, not a business, service, culture, is to enjoy, is the actual use of value to the spiritual perception of the sublimation of value. Without this sublimation, there will be no accumulation of strong consumer sentiment, nor will there be loyal consumers, the emergence of loyal customers. Consumption of consumers in the consumer choice of the moment, it is over, no effect, no memory, there will be no constant, or even endless