【正文】 minds of consumers longterm land a seat. Operational status of the country brand Enterprises lack the brand awareness. China39。 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)。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。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。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。其表現(xiàn)為之下幾個方面： 產品觀念落后，固守狹隘的產品觀念，而不是始終圍繞市場需求的發(fā)展變化。 如何進行品牌運營。 科技與人才的投入。其次，品牌的個性還表現(xiàn)在品牌形象的個性化塑造上。這兩種類型的意識在混淆選擇時會發(fā)生。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 )。品牌個性是同類產品中相互區(qū)分的主要標志。好的品牌需要好的服務，品牌競爭的一個重要途徑就是服務競爭。 競爭觀念落 后。牌運營是個復雜的系統(tǒng)工程 ,它包括品牌的質量戰(zhàn)略 ,服務戰(zhàn)略，市場營銷戰(zhàn)略等系列系統(tǒng)，綜合的工作；它是指以構筑和實現(xiàn)名牌戰(zhàn)略為目的，以名牌產品 為核心，有效運作品牌無形資產的過程。因此 ,對品牌的培育和保護 ,就成為企業(yè)的必然之舉。索耶在研究中發(fā)現(xiàn) ,用于購買 ,如 :咖啡、牙膏和人造黃油等商品 ,消費者花了平均 12 秒，從第一次看見貨架上的貨物 ,到最后把該貨物放在他們的購物車中。消費 者購買某個品牌產品的數(shù)量是購買其他品牌產品數(shù)量的一個函數(shù) ,例如 ,消費者決定購買一個品牌的產品，則另外一個品牌的產品被購買的幾率會大大降低。沒有品牌意識的產生 ,任何其他的溝通是沒有意義的。s personality personalized products, different brands of products to meet the individual needs of different consumers , but also for enterprises to expand the market space. Secondly, the brand39。 Mackay 1990).In such situations, the consumer may lack the motivation or the ability to judge between brands (Petty amp。s mind measured by unaided recall, the higher the purchase intention and the higher the relative purchase of the brand. In another study, increases in brand awareness were shown to increase the probability of choice even without any acpanying change in attitude or perceptions (Nedungadi 1990). Brand awareness as a heuristic Brand awareness can also affect decisions about brands within the consideration set (Hoyer amp。 Resister et al. 1991). In memory theory, brand awareness is positioned as a vital first step in building the “bundle” of associations which are attached to the brand in memory (Stokes 1985). The brand is concept unlisted as a node in memory which allows other information about the brand to be “anchored” to it ( Asker 1991b). The concept ululation of a work of brand associations in memory with the brand as a central core has been put forward by many others (. Keller 199