广告在品牌塑造中有四大基础功能:品牌忠诚度、品牌知名度、品质认知度、品牌联想。它们共同构成品牌资产、品牌价值。不容否认,广告在建立品牌忠诚中扮演重要角色,有研究表明:三分之二成功广告的效果是增加品牌忠诚。品牌忠诚其实是品牌资产中最重要的资产。如果没有忠诚的品牌消费者,品牌不过是一个没有价值的平面构成,仅供识别的符号罢了。广告对品牌忠诚的影响,国内外营销学者的研究很多,结论也基本上 Advertising has four basic functions in brand building: brand loyalty, brand awareness, quality awareness, and brand association. Together they constitute brand equity, brand value. Admittedly, advertising plays an important role in building brand loyalty. Studies have shown that: Two-thirds of successful advertising is to increase brand loyalty. Brand loyalty is actually the most important asset in brand equity. If there is no loyal brand consumer, the brand is nothing but a flat composition with no value, only a symbol for identification. The influence of advertising on brand loyalty, domestic and foreign marketing scholars have many studies, and the conclusions are basically