Matrix Interpretation of brand awareness with brand.doc

 PAGE \* MERGEFORMAT 8 Matrix Interpretation of brand awareness with brand Along with the deepening of reform and opening up and market openness of the continuous improvement of China’s commodity on the market has become increasingly diverse, increasingly competitive, brand value and importance of the enterprise become more and more attention. Brand building is no longer just a marketing department to work, but has risen to corporate strategy level, and talent strategy, product strategy, channel strategy together, become a corporate CEO, the board’s decision-making content. Enterprise decision-makers have recognized: in order to build a strong brand, not a day, but a long-term, systematic, scientific process. Therefore, the ability to understand the business decision-makers grasp the rich theoretical knowledge of brand building has become a long-term development of enterprises can lead the important capacity. Of the last century 80’s, David Ike made ‘brand value’ concept, but also introduced a number of brand-building methods and concepts. Among them, there is wide recognition in the industry is the brand-building four blocks of mileage, namely: well-known brand - brand awareness - brand association - brand loyalty. This theory, in order to provide a brand building replicable models, namely: a successful brand, first of all should have a relatively high profile, and then the audience for the brand’s meaning, personality, and so have a more full understanding of, and this understanding of bring about the emotional resonance is positive, positive, and finally, the use of the product, recognized the value of the product, will you still repeat purchase, to become loyal consumers. In these four miles, the brand is well-known brand association, brand loyalty, are relatively easy to understand, because their evaluation systems are relatively simple. For example, the well-known evaluation index is either high or low, even if accurate, it is no more than through mar