品牌的接触点管理（Brand contact point management）.docVIP

品牌的接触点管理（Brand contact point management） Consumer brand contact surface has a lot of levels, each level of experience will be different, to make these differences into a core interests in mind, is the center of the brand contact point management content. Three levels of brand contact points The first level is illusory; Consumers can only see and hear and not reach. The level of brand mostly through the enterprise spread out from the Angle of a single product information, they tend to put all of the benefits and interests, with exaggerated description to convey to consumers, and then let the consumer to think, to feel, to meet. The second level is the physical contact stage of the product. Consumers with the brand spread out fantasy elements to the practical experience of this kind of scenario, most consumers in the consumer, will experience the enterprise brand publicity when the artistic conception, sometimes may not realize, but as long as the gap is not big, when consumers see real products, will forget when the enterprise in the spread of brand is bright, and confused the enthusiasm of consumer. The third level is when consumers have the consumption and the second time for the first time, if the dreamland, with brand communication function and conform to the be fond of taste, it can form continuous consumption. At this time, the product of material function may not necessarily play a major role, and the core function is the brand association, which is the illusion of the brand. I always think that the brand is an illusion on the surface, which is actually a kind of experience, and the core is a relationship, which is finally reflected in the consumer behavior science of consumers. So, in such a relatively long consumption habit formation process, the enterprise brand has numerous contact with consumer, if there was a problem in a single point of contact, will have many adverse effects of a brand. In fact, all brand hope he is in contact with the target customers