用品牌矩阵解读品牌认知(国外英语资料).docVIP

用品牌矩阵解读品牌认知(国外英语资料)With the deepening of reform and opening up and the constant improvement of market opening, the commodities in Chinese market become more and more abundant and the competition is more and more fierce. The value and importance of brand have been paid more and more attention by enterprises. Brand building is no longer just a marketing department, but has risen to the level of enterprise strategy, together with the strategy of talent strategy, product strategy, channel has become the decision of the board of directors of CEO, the contents of enterprise. Corporate decision-makers have realized that not in a day to establish a strong brand, but a long-term, systematic and scientific. Therefore, whether the enterprise decision-makers can understand and enrich the theoretical knowledge of brand building can become an important ability to lead the long-term development of enterprises.In the 80s of last century, David AIKE put forward the concept of brand value, and also introduced a number of brand building methods and ideas. Among them, in the industry is widely recognized is the four stages of brand building, namely: brand awareness - brand recognition - Brand Association - brand loyalty.This theory provides a reproducible pattern for brand building is a successful brand, first of all should have a relatively high visibility, and have a full understanding of the audience of the brand connotation, character and so on, and this understanding brings emotional resonance is positive, in the end, the use of the product, recognized the product value, will again repeat purchase, become loyal consumers.In these four miles, brand awareness, brand association, brand loyalty are relatively easy to understand, because their evaluation system is relatively simple. For example, the reputation of the evaluation index is either high or low, even if accurate, but also through market research, sampling, quantification to percentage only, and its latitude is a single evalu