从品牌心理功能看品牌建设策略（Brand building strategy from the perspective of brand psychological function）.docVIP

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从品牌心理功能看品牌建设策略（Brand building strategy from the perspective of brand psychological function）.doc

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从品牌心理功能看品牌建设策略（Brand building strategy from the perspective of brand psychological function） Shanghai customs statistics show that: (2002) foreign watch through the ports in Shanghai imported about 120 thousand, the value of approximately $11 million; while exports from Shanghai port about about 2000000, the value of $2 million. Why the value is more than 100 times? What is the problem, many people will say is the brand. But a deeper understanding of the problem was analyzed from the brand psychological function, and then find the strategy of brand construction. From the perspective of cognitive psychology, the face information overload era, people are often with fragments of information to identify objects and understand things, this is the so-called subjective cognition. As the product of the brand logo, which can be used to characterize and create the differences between similar products, the consumer is by virtue of a feeling and experience of the brand characteristics, help them choose or identify the product. Psychology believe that this phenomenon is the brand cognition, it forms a recognizer invisible in the minds of consumers, its basic function is to reduce the cost of the people in the purchase of goods, energy and time risk. Further study also found that brand awareness can reflect the people of brand emotion, because a brand reflects a way of life, life attitude and the concept of consumption, it is with consumers to resonate emotionally. Now affect the success of the brand to consumers is that, with high reputation, high strength, high impact information, to induce consumers to focus on brand products, and guide consumers to purchase products. A survey shows that the ratio of total brand brand is less than 3%, but the proportion of brand-name goods market share as high as 40%, sales accounted for about half of the sales market. From the perspective of consumer psychology, brand represents the user with the kind of identity, status and personality in th