对品牌价值创新的思考（Thoughts on brand value innovation）.docVIP

对品牌价值创新的思考（Thoughts on brand value innovation） A brand is a name, term, mark, symbol or design, or combination of them, to identify a particular seller or group of sellers of products or services, and the competitors products and services to distinguish. Paying attention to brand consciousness, implementing brand strategy and brand management have become an important magic weapon for enterprises to meet the market challenge under the fierce competition environment. Brand is the sum of how consumers feel about products. It has the attributes of personality, trust, reliability, confidence, status, shared experience, even a friend and a culture. Specific it is mainly reflected in the sales documentation, color, texture, media environment, direct marketing, staff uniforms, weight, promotions, car appearance, distribution and advertisement, telephone manners, price, font, complaint, competitors, music, brand share and so on. The level of abstraction is how users approach brands, their daily experiences, friendships and feelings, ideas and attitudes, needs and desires, and so forth. The advantage of the brand is that it can participate in the consumption of customers with clearer characters, more frequent frequency and more lasting influence. When customers buy or use a product, it is necessary to transfer their own quality concept to the brand, so that the brand constitutes the actual object of customer evaluation, which adds an additional value invisibly. A product that meets customer needs with its quality will lead to a broad and enduring trust and loyalty to the brands associated products. However, due to the development of technology, the change of customer demand and the transformation of market competition, enterprises must pay attention to the innovation of brand value at all times. The so-called brand value innovation, is in a certain range of cost, based on the continuous improvement of products and services, with a new brand value to satisfy the customer highe