一个产品成本相对于其售价并不会很高,为什么成本和售价之间有那么大的差距呢,其实这里面包含了一个营销的成本,这一营销成本在创造了客户的需求之余还增加了产品的价值。产品是所有可以触摸得到的相关的有形静物,而品牌则是消费者对产品本身及其相关事物,组织整体具有的一些感性的认同。包括个性,包括信任,包括社会地位等。譬如,百事可乐,它倡导它是新生代的选择,如果你认同此一新生代的年轻人价值观,那么你就可能选择百事可乐,当然如果你认同可口可乐“随时随地振奋一下”的感觉,你就可能去喝可口可乐,所以,基本上是对个性的认同会促进消费者选择一个品牌。我们再来看社会地位,现在要买车的话,只要花几十万就可以买一辆,但为什么有人愿意花上百万去买一辆奔驰呢?原因可能是这位消费者希望通过这辆奔驰来体现他自己的成功,这就是我们所说的体验式的认同。创造一个品牌已经不仅仅是一个产品的关系,而是牵涉到了一种感受性的关系。 A product cost relative to its price will not be high, why there is such a big gap between cost and price, in fact, which contains a marketing cost, the cost of marketing in creating the customer's needs Also increased the value of the product. The product is all tangible, still-life-related objects that can be touched and touched, while the brand is the consumer's perception of the product itself and its related things and the organization as a whole. Including personality, including trust, including social status. For example, Pepsi, which advocates it as a new generation of choice, if you agree with this new generation of young people's values, then you may choose Pepsi, of course, if you agree with Coca-Cola, “feel excited whenever and wherever you are” feeling Coca-Cola may go drink, so basically the identity of personality will promote consumers to choose a brand. Let us look at the social status, and now to buy a car, as long as hundreds of thousands can buy a car, but why some people are willing to spend millions to buy a Mercedes-Benz? The reason may be that the consumer hopes that through the Mercedes-Benz To reflect his own success, this is what we call experiential identity. Creating a brand is more than just a product's relationship, but involves a sensual relationship.