【正文】 兩種類型的品牌意識 :品牌識別和品牌回應 ,這將取決于購買時的選擇情況。林奇定義了這些不同的選擇情況 (所有相關的品牌和屬性信息在場的情況下 )，基礎記憶 (那里的所有 相關的信息必須被回憶起 )和混淆的選擇 (現(xiàn)場的商品信息與記憶中的信息 )。麥克唐納來自紐卡斯爾大學管理部； 拜倫這兩種類型的意識在混淆選擇時會發(fā)生。消費者可以確定一種商品的品牌，根據(jù)它在商店的位置或其包裝的形狀 (“六角形瓶番茄醬為海因茨牌” )。其次，品牌的個性還表現(xiàn)在品牌形象的個性化塑造上。在市場競爭白熱化的今天，高明的營銷活動是品牌通向消費者的橋梁，因為只有通過開展一系列營銷活動，才能使產(chǎn)品符合市場需要，達到一定的知名度和較高的市場占有率。 科技與人才的投入。質量是品牌的生命，消費者對品牌的認可，首先是對產(chǎn)品質量的認可，質量得不到保證的品牌，根本無市 場競爭力，因此，進行品牌運營的企業(yè)，首先要把產(chǎn)品的質量看作是第一生命要素。 如何進行品牌運營。而很多企業(yè)，只顧眼前利益，缺乏企業(yè)長期的發(fā)展戰(zhàn)略規(guī)劃，不能嚴格把好質量關，損害消費者利益的事情時有發(fā)生。其表現(xiàn)為之下幾個方面： 產(chǎn)品觀念落后，固守狹隘的產(chǎn)品觀念，而不是始終圍繞市場需求的發(fā)展變化。企業(yè)中缺乏競爭 ,沒有品牌意識 ,沒有把品牌看作影響企業(yè)長期競爭力的有價值的無形資產(chǎn) ,這種觀念和市場意識上的落后 ,往往比產(chǎn)品落后更可怕。商品的豐富和多元化 ,消費者綜合素質提高 ,信息傳播的充分性極大地增強了消費者行為的理性色彩。這就迫使企業(yè)不得不把競爭的焦點放在創(chuàng)造品牌 ,增強品牌強度上 ,以求建立起其在消費者心目中的突出地位與獨特形象。簡單法則特別容易發(fā)生在消費者低度參與的情況下 ,其最低限度的品牌意識可能就足夠提供選擇。消費者會按照一個購買模式 (決策規(guī)則 )去買熟悉的知名品牌。一個品牌被消費者購買，是因為消費者對其印象最深刻，這一點是一般人沒有注意到的。娜羅 1969)。品牌意識不能形成 ,購買就不能發(fā)生 ,除非品牌意識發(fā)生 (羅斯特和珀西 1987；羅斯特 1991)。本文討論了品牌意識理論的發(fā)展并嘗試解釋品牌意識所發(fā)揮的作用，最后列舉了關于一位澳大利亞的管理經(jīng)理，用調查結果證實品牌意識的重要性的案例。 mere recognition of the brand in the store, “Hey that’ s the new banana flavoured milk” may be sufficient for purchase to occur. Lynch and Srull (1982) defined these different choice situations as stimulusbased (where all the relevant brand and attribute information is physically present), memorybased (where all relevant information must be recalled from memory) and mixedchoice (where some of the information is physically present, and some must be recalled from memory). Obviously, brand recognition occurs in stimulus based situations, and recall occurs in memorybased situations. Both types of awareness would occur in mixedchoice situations. The objective of this study was to determine the level of understanding of brand awareness amongst marketing practitioners, and their use of it as a measure of their marketing effectiveness. Author affiliation： Emma Macdonald is from the Department of Management, Newcastle University Byron Sharp is from the Marketing Science Centre, University of South Australia 7 培養(yǎng)品牌意識是一種重要的管理思想 艾瑪s prehensive ability. Brand is a systematic concept, the brand is a systematic longterm operation of the project, how the fierce petition to create their own brands, and continuously improve its image, not by an opportunity to bring the two accidental, but rather rely on their ability to enhance the prehensive obtained. 5 (1) high quality. Quality is the life of the brand, the consumer brand recognition, first, the recognition of product quality, quality can not be guaranteed brand, there is no market petition, so the brand operation of enterprises, First, as should the quality of life elements 1 .. (2) the quality of services. Good brand needs good service, brand petition, an important way to service petition. The quality of services not only requires businesses to meet customer expectations of the potential psychological services, and, but also be able to seek service innovation, introduction of unique services, beyond a general psychological expectations of consumers, the public left a deep and good impression. (3) technology and talents. In science and technology of today, the technology content of the brand petitiv