品牌使用者形象的控制管理之道（Control and management of brand user image）.docVIP

品牌使用者形象的控制管理之道（Control and management of brand user image） Control and management of brand user image When a Nike Xifeng stately fans to explain the world cup; when the baby to eat the disgusting Oreo cookies; when the brand is negative group large-scale use and widely exposed, whether you think the dislocation image of the target consumers and users may cause the brand to no longer place? I and Zhao remind brand: time to clean up your brand. Reference groups for finding user images Baer brand image model is still an important reference in brand management. The model points out that brand image is a three-dimensional combination of corporate image, product image and user image. The author thinks that both the corporate image and the product image belong to the interior of the enterprise, so they are within the controllable scope of the enterprise. But as far as user image is concerned, enterprises can not restrict their products to be purchased by others and can not control how users use them. Therefore, the brand is relatively passive. Generally speaking, the role of user image in brand image is achieved through the stereotype of users. If you have the experience of buying clothes, you must often hear something like this. This dress looks like a clown. the dress you picked looks really star.. The kind of person or group that consumers often use as a reference when shopping, and we call it a reference group. According to peoples positive and negative aspects of the group, they can be divided into positive and negative groups. In terms of brand, it is people yearning for related groups the group identity, lifestyles and values, hoping to become a member of the group, such as Regal group, star group, Peking University Alumni Association and so on are all positively related groups; negative correlation group is the group of people to avoid, such as clowns, Satsuki, Xifeng etc.. If the negative group such as small month becomes a reference group for consumers in shoppin