培養(yǎng)品牌意識是一種重要的管理思想英文文獻(xiàn)及翻譯-預(yù)覽頁
【正文】 advertising effectiveness. Keywords: Brand Awareness The Role of Brand Awareness Resister and Percy (1987) describe brand awareness as being essential for the munications process to occur as it precedes all other steps in the process. Without brand awareness occurring, no other munication effects can occur. For a consumer to buy a brand they must first be made aware of it. Brand attitude cannot be formed, and intention to buy cannot occur unless brand awareness has occurred (Resister amp。 Holden 1993。 Mahayana amp。Brown 1990。ve heard of39。 Cacioppo 1986). Goods bee increasingly petitive. Technology, munication, sharing of knowledge resources, so that technical barriers to market entry significantly reduced, to induce a significant increase in petitors, and a large number of same kind of petition, making room for more expansion of consumer choice . This is forcing panies have to focus on the creation of petitive brands, enhance the brand strength, and in order to establish its prominence in the minds of consumers with unique image. overall surplus in the supply market, survive down Only the best brands. Therefore, the fostering and protection of the brand to bee an inevitable move. Chinese enterprises to participate in international petition, based on the needs of the world. With the speeding up of China39。s influence and market share. How to brand operation. To enhance the brand39。s personality is also reflected in the brand image of the shape on the individual. But brand image must be based on personalized products, from the kind of product features and quality, onesided pursuit of publicity image will only lead to 1, namemaking role, not a long time, consumers will make the right judgments, dressed in 5 color coat will be nowhere to hide the poor quality of products. Why is brand awareness misunderstood? Rossiter and Percy (1987) claim that the difficulty lies in that there are two types of brand awareness: brand recognition and brand recall, and which of these occurs will depend on the choice situation. Brand awareness does not 6 necessarily require recall of the brand name. The consumer may identify a brand by its location (”the store on the corner”) or its packaging or shape (”the hexagonal bottle for Heinz tomato sauce”). Furthermore, brand recall may not be necessary for purchase。品牌意識的培養(yǎng)存在于大多數(shù)廣告文本中，營銷經(jīng)理稱它為影響廣告效果的核心部分，是廣告要達(dá)到的一個(gè)重要的目標(biāo)。讓消費(fèi)者去購買一個(gè)品牌的產(chǎn)品 ,必須先 讓他們對品牌產(chǎn)生一定的印象。 品牌意識與購買過程 品牌意識在購買過程中扮演著重要的角色，品牌之間的微小區(qū)別會影響消費(fèi)者的整個(gè)購買過程 (霍華德和四角及馬克 1975。 在這樣一個(gè)情形下 ,因?yàn)橄M(fèi)者認(rèn)知的品牌眾多 ,有加之時(shí)間有限 ,他或她就不可能花費(fèi)大量的精力去關(guān)注不熟悉的品牌的信息。 8 品牌意識對我們的啟發(fā) 品牌知名度也能影響決策。在許多情況下 ,消費(fèi)者會盡量減小決策的成本和時(shí)間 ,運(yùn)用簡單的法則 ,如“買我聽說過的品牌”?？萍嫉膫鞑ィR資源的共享，使企業(yè)進(jìn)入市場的技術(shù)壁壘大大降低，誘使競爭者大量增加，而大量同類同質(zhì)的競爭 ,使得消費(fèi)者的選擇余地更為擴(kuò)大。 消費(fèi)者行為的理性化需要企業(yè)建立品牌意識。 企業(yè)缺乏品牌意識。而我國的絕大部分企業(yè)，還缺乏系統(tǒng)的品牌運(yùn)營意識。質(zhì)量是企業(yè)的生命，是品牌的生命，沒有過硬的質(zhì)量作為后盾的品牌，無異于無水之源，無本之木。由于還沒有擺脫計(jì)劃經(jīng)濟(jì)體制下企業(yè)運(yùn)作模式的影響，很多企業(yè)在品牌的創(chuàng)立和提升中，缺乏長期系統(tǒng)的戰(zhàn)略和戰(zhàn)術(shù)，面對市場機(jī)遇無所作為，不能實(shí)施積極有效的競爭手段，擴(kuò)大品牌的影響和市場占有率。 過硬的質(zhì)量。完善的服務(wù)不僅要求企業(yè)提供切合顧客潛在心理期望的服務(wù)，而且，還要能謀求服務(wù)創(chuàng)新，推出有特色的服務(wù)，超越消費(fèi)者的一般心理預(yù)期，給公眾留下深刻而美好的印象。 高明的營銷手段 。品牌的物質(zhì)載體是產(chǎn)品，因此，品牌的個(gè)性首先表現(xiàn)在產(chǎn)品的個(gè)性上，不同個(gè)性品牌的產(chǎn)品滿足著消費(fèi)者不同的需求，也為企業(yè)拓展了市場空間。品牌意識 ,未必需要品牌名稱的回應(yīng)。很明顯 ,品牌認(rèn)同發(fā)生在選擇的時(shí)候 ,和發(fā)生在基礎(chǔ)記憶召回的情況下。山普來自南澳大學(xué)營銷科學(xué)中心
公司管理相關(guān)推薦
鄂ICP備17016276號-1