Brand power - look at the brand from a psychological point of view.docVIP

 PAGE \* MERGEFORMAT 15 Brand power - look at the brand from a psychological point of view Preamble ‘Brand’ can be said that one of the most popular words, the world’s awareness of the brand marketing people who are quite different. Today’s marketing shift from product-based to consumer-based, we need to study is the brand of consumer psychology and behavior, like the ‘Marlboro’ made countless heroes Jingzhe Yao; ‘Chanel children’ so many women do enchanting ; ‘Nike’ to love sports for young people in love; ‘Sony’ to become synonymous with fashion and technology ... ... a great as a world-renowned brands, they are in a highly competitive market, center stage, changing consumer consumer psychology, and about the buying behavior of consumers, so that consumers of the soft spot. What is the strength of these brands to attract consumers by virtue of occupying the minds of consumers has become a prime choice as consumers do? Her energy come from? These questions have to study consumer psychology from the inside to find out. Brand interpretation With regard to the concept of the brand, presumably you have already contacted many months, can be called different opinions, but they describe essentially the same as the brand concept, but used different wording merely summarized the: brand is the consumer frame of mind in the perception and impression of the enterprise; the role of corporate information on the consumer’s heart, and the imprint left in the inner aggregate is a material world in the spiritual world where the active reflection. Here we can see that the brand is present in the minds of consumers a mental imprint only. The same brand in the minds of different consumers have different psychological mark, brand mark on the inner world because every consumer differ. So we can say: the brand is a purely psychological concept. Therefore, the enterprise is concerned, the most important thing is not how you make your ways, but should allow consumers to think how