本土低端品牌如何实现蝶变？(国外英文资料).docVIP

本土低端品牌如何实现蝶变？ Local low-end brand how to realize the butterfly? How important is a brand? Are big brands like LV and GUCCI just quality and practical features that attract consumers? The answer is clearly negative, the same work and materials, if not printed on the big LOGO, the value will fall several times - this is the charm of the brand. No, this isnt exactly right. It should be the brand of the brand perceived by the consumer. The enterprise passes a lot of information to pass the specific brand image, show the brand personality, and the consumer will also make subjective evaluation to the information, and then locate the personality of the brand in the mind. Among them, advertising plays a very important role in the process of brand building, such as helping companies shape brand personality and forming consumer expectations of brands. Because of the importance of advertising to brand publicity, the excessive publicity of advertising is also worth paying attention to. In order to make consumers interested, advertising often use exaggeration, this must be false propaganda? For brand personality, should advertising be described objectively or exaggerated? The communication distance of brand personality communication Consumers often use simple, clear words to describe their familiar brands, such as Pepsi Cola is young and dynamic, and Coca-Cola is realistic and credible. Marketing personnel often through advertising appeals and brand positioning to strengthen this feature, so that the brand in the minds of consumers more vivid image. Although the brand individuality is the man-made products with anthropomorphic characteristics of information, but this kind of personification can narrow the brand and the consumer distance, help the formation of consumer product cognition and perception: brand personality will affect consumers to self judgment, and further affect the brand image and brand attitude. In turn, the social desirability reaction will also play a moderat