Emotions from the brand experience to the brand value.docVIP

 PAGE \* MERGEFORMAT 13 Emotions from the brand experience to the brand value Brand: left rational, right-handed emotional What is the brand? We randomly selected a few questions: Q: What is Coca-Cola to remind you of? A: The hot summer, freezer to take out of Coke, ice, stretch down to drink on a word - cool. Q: In your heart, NIKE represent? Answer: fashion, health, sports, vigor. I wore the shirt with NIKE running shoes, passion Yang Yi, sweat great success, ‘Just do it’. ... ... Through this survey we can easily find: Brand is not alone based on functionality, on the basis of sexual identity, but rather rely on their own customer information received, perceptual cognition-oriented, rich associations and imagination constitute. In the process of brand awareness, customers will be delivered by the spirit of the brand, attitude, through their own understanding of their own lives into scenes to form a unique brand definition and emotion. Brand and product difference is: the brand is the crystallization of customer emotions, the basis of its existence and meaning and emotional needs of consumers are closely related and interlocking. Brand carrier: product is real, objective and rational. And customers have different emotions through the experience, multiple stacking, the cumulative, becoming the customer’s emotions. When a particular emotion is constantly brewing in the customers spread through the market, word of mouth, the brand came into being. It is based on emotion, image and cultural basis. Therefore, enterprises want to establish a brand, promoting brand, extending the brand, while the left is the reason, the right hand is a sensibility both hands grasp with both hands: There is no reason checking the quality and establish a strict system that does not rely on emotion, loss of ownership, ring hollow lying. The loss of emotional agitation and leap, rational inevitably become boring and tedious arrangement of data. Emphasis on rational commitment