Re-cognition brand value - to talk about the relationship between brands and consumers.doc

 PAGE \* MERGEFORMAT 8 Re-cognition brand value - to talk about the relationship between brands and consumers The brand concept and its value has long been generally accepted understanding of the value of the enterprise self-reflection or a reflection of a trademark interests. This idea created a lot of business from the unilateral creation of brand-name blindly, ignoring the relationship between brands and consumers from the brand value recognition. In recent years, the practice of foreign countries shows that a successful brand strategy: the brand is a consumer-centric concept, but no consumers, there is no brand, brand and consumer relationship is the best characterization of the brand value. Well-known American brand expert Kevin Lane Keller (Kevin Lane Keller, 1998) in long-term research based on the brand of consumer-based brand equity concept of value (Customer-based Brand Equity), the basic idea is from the consumer the relationship between person and brand awareness brand value, rather than from a financial point of view to measure brand value. This new view shows that: The reason why a strong brand with a higher value, because it not only has a higher visibility, more importantly, to establish a deep relationship with consumers, that allows consumers to experience what it stands for interests. Once the consumers will be able to get the brand and its tangible and intangible benefits closely linked, then consumers will take the initiative to purchase, brand loyalty, but also willing to pay a higher price. Therefore, the brand value is reflected in the brand and consumer relationship. Strong brand has been able to exist because it can create value for consumers and bring even greater benefits. Modern psychology studies suggest that people with pieces of information to identify objects and understand things, this is the so-called subjective perception. The brand as a product of the signs, which can be used to characterize and to create the difference b