品牌金字塔（brand pyramid）.docVIP

品牌金字塔（brand pyramid） Pyramid in the minds of consumers In a psychological study of the brand in Pyramid, we found the phenomenon not only exist in the market, but also exists in the minds of consumers, like state shows the hierarchical ladder, clear boundary, spire tower, tower bottom. We asked the experimenter what brands he would flash in his mind if he bought beer Participants told us: Yanjing, Qingdao, Budweiser, blue ribbon, Harbin and so on. These brands are hierarchical arrangement, the test will first buy the first brand, namely in the spire brand, not the case, then will consider the brand, if he in the minds of these brands are not, he is likely to be at a loss what to do or to abandon the purchase. This experiment tells us, brand not only to enter the market in Pyramid, but also to enter the minds of consumers in Pyramid, and become spire brand. Brands that do not enter the consumers mind are not within the scope of consumer considerations. Further research found that the Pyramid structure of some products will be relatively stable, such as cigarettes, wine, this kind of product can form a dependency, satisfy peoples emotional needs, consumer loyalty is generally higher, so the mind in Pyramid will be relatively stable. And some fashion products, such as beverages and cosmetics, the structure of Pyramid is more active, brand replacement is more frequent, so enterprises need to spend more energy to strengthen work. Spire brand classification Policy monopoly type: Global Communication In 2002, the number of China Mobile telephone users reached 200 million, most of which were also occupied by China Mobiles global communications. However, China Mobiles global communications can become the pinnacle of mobile communications brands, largely due to policy support and the industry is not open, rather than fair market competition. Another example, the Hongta mountain in the tobacco industry, CNPC and Sinopec in the oil industry, has always been protected by the sta