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品牌:市场营销专家菲利普·科特勒博士对此阐述道,品牌是一种名称、术语、标记、符号或图案,或是它们的相互组合,用以识别企业提供给某个或某群消费者的产品或服务,并使之与竞争对手的产品或服务相区别。口碑:指人们口头上的赞颂,泛指众人的议论、群众的口头传说。从上述可以理解品牌是一种识别,企业可以根据自己的经营理念来诠释和塑造自己的品牌,是企业自主思想导致的结果并用来引导客户及使用者的认知倾向,是主动概念的范畴;口碑的塑造主体是客户及使用者,是企业的理念通过一定的手法表达后,客户及使用者对此的认知并形成一种认知被口头传播。虽然,品牌及口碑形成的基石都是企业经营理念和文化,但品牌是一种企业的主动行为占主导的结果,口碑则是一种需求者主动行为占主导的结果。主动和被动的不同,创造了品牌和口碑最大的不同点:品牌随时可以中止,口碑却可以在品牌停止后呈惯性持续产生影响。从某种意义上说,口碑是品牌的最高境界,所以,客车行业应该抛却单纯的品牌行销概念,向口碑,这个品牌塑造的最高境界努力。有例为证:西沃很少进行一般意义上的品牌推广活动,但西沃“安全,稳定”的产品和品牌内涵几乎得到了所有客户和消费者的认同和传播,正是因为西沃作为欧系品牌给人的一种“安全,稳定”的感觉,再加上近10年来西沃客车良好的安全稳定性能,形成了西沃客车良好的口碑。
Brand: Dr. Phillip Kotler, Marketing Specialist, explains that a brand is a name, term, mark, symbol, or pattern, or a combination of these, that identifies a business offering to a group or group of consumers Of your product or service and differentiate it from your competitor’s product or service. Word of mouth: refers to people’s praise orally, refers to everyone’s argument, the masses of oral legends. From the above you can understand the brand is a recognition, companies can interpret and shape their own brand according to their business philosophy is the result of independent business ideas and used to guide the cognitive tendency of customers and users is the concept of the initiative; The main body of word-of-mouth is the customers and users, is the concept of business through a certain way of expression, customers and users of this understanding and the formation of a cognitive spread. Although the cornerstone of the formation of brand and reputation are both business philosophy and culture, brand is the dominant result of a company’s initiative. Word of mouth is the result of a dominant demand-side initiative. Different from active and passive, it creates the biggest difference between the brand and the word of mouth: the brand can be stopped at any time, and word of mouth can continue to have an impact on the inertia after the brand stops. In a sense, word of mouth is the highest level of the brand, so the bus industry should abandon the concept of pure brand marketing to word of mouth, the highest level of branding efforts. There are examples of evidence: Sever rarely carry out the general sense of the brand promotion activities, but Sever “safe and stable” products and brand content almost all customers and consumers agree and disseminate precisely because of Sever as European brand gives a “safe and stable” feeling, coupled with the past 10 years Xiwo bus good safety and stability, the formation of a good reputation Siwo bus.