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消费者对品牌个性认知过程的分析在品牌的构成要素中,以品牌形象最为重要。在消费者的头脑中,品牌形象包含两个方面的内容:第一方面是品牌的功能性认识,即与品牌产品或服务相联系的特征;第二方面是品牌的独特魅力,是营销者赋予品牌的,并为消费者感知、接受的个性特征。前者是有形的内容,是品牌产品或服务能满足其功能性需求的能力;而后者是无形的内容,主要反映了人们的情感,显示了人们的身份、地位、心理等个性化要求。品牌形象的这一有形内容是最基本的,是生成形象的基础。品牌形象的有形内容把产品或服务提供给消费者的功能性满足与品牌形象紧紧联系起来,使人们一接触品牌,便可以马上将其功能性特征与品牌形象有机结合起来,形成感性的认识。
Consumer perception of the process of brand personality analysis of the elements in the brand, the most important brand image. In the consumer’s mind, the brand image contains two aspects: the first is the functional awareness of the brand, that is, the characteristics associated with the brand product or service; the second is the unique charm of the brand, which is given by the marketer Brand, and consumer perception, to accept the personality traits. The former is tangible content, is the ability of brand products or services to meet their functional needs; the latter is invisible content, mainly reflects people’s emotions, showing people’s personal status, status, psychological and other personalized requirements. This tangible content of the brand image is the most basic and is the basis for generating the image. The tangible content of the brand image connects the functional satisfaction provided by the product or service to the consumer closely with the brand image so that once people contact with the brand, they can immediately combine their functional characteristics with the brand image to form an emotional awareness .