Point of contact between the brand management.docVIP

 PAGE \* MERGEFORMAT 9 Point of contact between the brand management Consumers face contact with the brand there are many levels with each level of experience will be different, to make the core of these different interests into a common feeling is that the brand management of central contact points. The three levels of brand contact points The first level is unreal scene; consumers can only see and hear, but also out of the reach. Most of this level of the brand through the business out of a single point of communication of product information, they tend to put all the benefits and interests, with exaggerated descriptions to convey to consumers, and then let the consumers to imagine and understand, to cater to. The second level is the product of the stage of substantive engagement; consumers with a brand communication out to all the fantasy elements of the actual experience of this scenario, most consumers in the consumer, it will experience the corporate promotional branding mood, and sometimes may also be does not understand that, but as long as the gap is not that consumers see the real product, they will forget about brand enterprises in the spread of the brilliant scene, and confusion which have been enthusiastic consumption. The third level is that when consumers have the first and second consumer spending, if the spread of illusion and the brand is not very different, functional and consistent with taste preferences, which will form a continuous consumption. This time, material and function of products may not necessarily play a major role, in both the central role of the brand associations, which is the brand of illusion. I always think that the brand appeared to be an illusion, is actually an experience, the core is a relationship, the ultimate expression of consumer spending and behavioral science. So, in such a relatively lengthy process of consumption habit formation, corporate brands have millions of points of contact with consumers, if a p