A brand is a symbol used to distinguish different products. In addition to the external symbol, the brand also has hidden meanings. When the intangible assets with hidden meanings accumulate to a certain extent, the brand becomes a famous brand.

Effect on consumers

Effect on manufacturers

High market share and high visibility

International brand development status

Domestic brands

The development gap between domestic and foreign brands

substance

significance

Features

definition:

Extension of brand equity

Ike model

Simon and Sullivan model (ss model)

interbrand model (IB model)

Motamendi and Sheroksi model (MS model)

S&S model

Kohler model

Cognitive model (Huang Heshui)

The role of brand awareness

The role of brand attitude

The role of brand association

Brand naming is the prerequisite for the formation of brand assets

Marketing and communication activities are the guarantee for the formation of brand assets

Consumer product experience is the key to the formation of brand equity

Get more loyalists

Reduce the impact of competitor marketing campaigns

Reduce the impact of marketing crises

Reduce the negative impact of price changes on consumers

Get bigger profits

Obtain greater trade cooperation and support

Increase the effectiveness of marketing campaigns

Provide franchising opportunities

Increase opportunities for brand extension

What is brand awareness

Level or type of brand awareness

Brand awareness is the basis for the formation of brand knowledge

Brand awareness prompts consumers to make favorable inferences

Brand awareness determines which brands consumers will consider when making purchases

Brand awareness influences which of the brands consumers choose to consider

Brand awareness is a clue to popular brands

Brand awareness affects product price added value

Recognition measurement

recall test

familiarity test

Develop an effective brand identity system

Import CIS

Strengthen product display

Increase opportunities for consumers to use or trial

Increase advertising investment

Design and publish ads based on memory rules

Anything in memory that is associated with a brand. The collection of all associations about a brand in a consumer's memory is brand knowledge. Among various brand associations, some of them are organized in a certain way. These associations are called Brand

Product Category

company

price

product properties

quality

Serve

Benefit

Place of Origin: Cao County, Heze, Shandong Province 666

Channel: specialty stores and night markets

Packaging: Jiang Xiaobai Copywriter

spokesperson

advertise

manner

User: Mercedes Benz corresponds to capital, QQ corresponds to petty bourgeoisie

Usage scene: coffee, afternoon tea scene, etc.

subjective popularity

Brand history: time-honored brand

subjective popularity

Competing brands

reputation

other and so on

The greater the number of brand associations, the richer the brand meaning.

Advantages of Lenovo:

Lenovo’s Uniqueness: National Liquor Moutai

Lenovo's direction

strength of association

brand abstraction

Creation of Lenovo

Lenovo maintenance

Characteristics of brand personality

Dimensions of brand personality

The role of brand personality

Factors influencing brand personality

Building brand personality

For details, see Introduction to Advertising and Psychology

Brand attitude, brand association, brand awareness

Brand identity elements: brand name, logo, symbols, symbols, colors and even slogans

Brand related information: brand personality, positioning, product functions, product quality, etc.

VI

advertisement

public relationship

Promotions

interpersonal communication

message strategy

media strategy

Brand naming method

Brand naming principles

Branding is the process of designing a brand for a product and using it

General products and branded products

Manufacturer Brand vs. Distributor Brand

Individual brands and family brands

Exclusive and co-branded

sub-brand

Concept: Putting a brand name on a new product category or a new member of an original product category.

The purpose of corporate brand extension

The influence of parent brand on extended products: beneficial sales promotion

The impact of extension products on the parent brand: Strengthening

Conditions for successful brand extension

What is brand alliance

What is the role of brand alliance?

Factors affecting the effectiveness of brand alliance

Brand loyalty is a measure of a customer's attachment to a certain brand, reflecting the likelihood that a customer will move from one brand to another, especially when product prices or features change; brand loyalty is linked to consumers' brand purchases, The increase or decrease in brand loyal consumers directly reflects the rise and fall of a brand.

Classification

Brand transfer: Brand transfer occurs when consumers are dissatisfied with a certain brand or are attracted by another brand and switch to buying or using another brand.

product

time

area

number of competitors

consumer factors

Reduce marketing costs

Promote sales

Attract new customers

Provide time for companies to react to competitive actions

Conducive to self-identity and self-image maintenance

Helps reduce purchasing risk

Helps reduce time pressure

Enhance brand value connotation

Prioritized product experience

Benefit:

Create transfer costs: reward brand loyalists, etc.

Offer additional gifts or services

Build and maintain consumer attitudes toward the brand

Understanding Customer Satisfaction: Survey

Give consumers confidence support

Treat consumers right: pay attention to consumer feedback

As the name suggests, it is a good or bad reaction to the brand

1. Brand attitude is learned, not innate

2. Brand attitude is directional

3. There are strong and weak differences in brand attitudes.

4. Brand attitude includes three components: cognition, emotion and intention.

Influence consumers’ brand purchasing intentions and purchasing behavior

Influence brand communication effect

Influence consumers’ understanding of other aspects of the brand: Aiwujiwu

See Advertising Psychology for details

Product trials or promotions

Public relations: Readers trust reports more and the persuasion effect is ideal.

Let consumers fully understand the advantages, features and benefits of the product

Be careful to refute information that is detrimental to the brand

Influencing brand attitude through advertising attitude

Proper use of brand ambassadors

Combine branding with a good corporate image

Satisfy consumers