An Empirical Analysis of brand image.docVIP

 PAGE \* MERGEFORMAT 5 An Empirical Analysis of brand image Brand image is one of the factors constitute the brand recognition to confirm how consumers look at brands and build brand recognition is undoubtedly a very important element, the following brand image we give an analytical method to explore together with you. 1. Determination of brand awareness Well-known test is to recognize that consumer familiarity with the brand. Determined in accordance with the following scale: Never heard heard of know a bit about just know a lot of very familiar with Criterion: to answer limited to the first two, brand current mission is to build up their reputation Two . Determination of degree of brand love If consumers are familiar with the brand, the next to determine the extent of consumers love the brand. Measured with the following scale: No opinion not very popular very popular very popular more popular Criterion: select the first 3 to answer, then the business must understand the reasons consumers do not like. For example, surveys A, B, C, D four home appliance brands to consumers on their familiarity with and love for an average calculation, the results are as follows: A brand most people know and love; B Most people are not familiar with the brand, but people are familiar with love; C brand people are familiar with a negative attitude, fortunately not many people are familiar with; D brand is very bad. Thus, they face different tasks: A brand to maintain the existing degree of visibility and favorite; B brand to win more people’s attention; C brands to understand the negative attitude of consumers of its causes and efforts to improve; D Brand faces great difficulties, to improve many different fronts. Three . Determine the content of brand image That is, to determine the precise view of consumer brands, find love or do not like the real reason. Commonly used method is the semantic differential method, semantic differential method is the opposite mean