论文部分内容阅读
品牌不仅是企业的无形资产,也是整个社会的精神财富。品牌的价值构成主要包含两个层面,一是体现在产品身上的物质价值,这种价值以其优良的品质给予消费者真实的、客观的物质利益感受;二是体现在产品身上的精神价值,它通过在产品定位、传播、营销过程中所体现出来的功利、个性、时尚等因素,来满足人们潜意识中的精神需求。作为彰显产品差异的重要载体,品牌精神价值所凝聚的意义,以及消费者由此产生
Brand is not only the intangible assets of enterprises, but also the spiritual wealth of the entire community. The value of the brand consists mainly of two aspects, one is the material value embodied in the product, which gives consumers real and objective material benefits with its excellent quality; the second is the spiritual value embodied in the product, It meets people's subconscious spiritual needs through factors such as utilitarian, personality and fashion embodied in product positioning, communication and marketing. As an important manifestation of product differentiation, the meaning of the value of the brand spirit, as well as consumers