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品牌识别与消费者互动三个联系意义

品牌识别或品牌特性（brandIdentity）是指确定品牌应具有什么价值主张，锁定哪些消费人群，从而建立起具有产品特性的客户群体。具体说，企业若能让品牌识别或特性越明显，传达更多具有目标性的元素、信息，即让品牌识别与消费者互动，那么对于消费者行为的推动力就越强。这对那些只想通过改动商标、换名或是广告推广的企业品牌来说，是无法取得或达到这种效果的。

研究表明品牌识别或特性与消费者互动主要构成以下三个联系。

一是品牌识别与消费者心理形成密切关系。当你的产品或服务能给市场带来的潜在价值，其实就是消费者心智感知价值及其体验感知价值的综合。消费者对品牌的所有品牌认知及互动，形成了品牌识别或特性。消费者决定着这些品牌认知和互动对于自己具有什么意义。也就是说，是消费者确立了某一行业品类中各种品牌产品的意义。

如今企业产品面临的难题是由于品牌产品众多，消费者对品牌不会有太多的关注度，甚至消费者还不相信或者轻易就忘记了品牌的相关信息。即使是最令人难忘的品牌，也面临如何影响消费者购买行为的挑战。再加之我们正处于数字化网络时代，搜索引擎等工具能够立即连接起客户和品牌之间的对话。因此，传统的增强品牌形象和企业认知度的传播方法已不能适应今天的市场。当消费者一心要回避你的品牌信息时，你别指望还能通过常规的方式争取到他们。市场上同一品类的品牌太多了，没有人想看到太多不相关的品牌信息。正因为这样，品牌识别或特性与消费者心理联系显得格外重要。记住：如果企业想影响消费者购买行为，那么企业的品牌识别或特性就必须与消费者心理形成密切的关系。

二是品牌识别或特性对消费者生活方式具有重要的影响力。在品牌管理中，许多企业忽视了一个事实，那就是在购买产品和服务的过程中，消费者是企业唯一的客户。因为企业往往会从地域角度去考虑，而不是考虑消费者购买行为。许多品牌管理活动都和消费者真实的购物情景脱离。除了这种不一致之外，现在消费者购物行为非常多样化。购买人群会基于他们获得的产品信息，以及所在社区人群对产品的认同度进行购买，同时他们还会进一步和社区人群分享产品信息。人们更注重购买到好产品之后，和人们共享优质产品信息，而不是为拥有比邻居们更好的产品而沾沾自喜。人们不只会购买那些能够改善自我形象的产品，同时成为某社团的一部分，实现附加价值，提升、创造价值，让自己的生活和所在的社区变得与众不同等驱动力也非常重要。记住：对于营销者而言，若能让品牌识与消费者的生活密切相关，

就会让自己的品牌更有影响力，这比传统的优惠促销以及包装设计都要有效而且时效更长。

三是品牌识别或特性影响消费者品牌消费观念。消费者认识品牌主要思考以下三个问题：你是谁？你提供的价值是什么？消费者能通过与你的品牌互动获得怎样的体验？品牌识别在和每一个消费者的互动过程中，这三点都必须保持高度的一致性。要想提高品牌营销的影响力，关键在于促进品牌与消费者心理、行为和情感上的互动行为，而不仅仅是提升消费者品牌认知度。若想真正促进品牌与消费者互动，你的品牌识别不能太抽象，要能够传递出关于消费者行为的信息，只有这样才能提升品牌信任度、品牌忠诚度和市场份额。这也正是品牌营销所期望的，你说不是吗！

Brand identity or brand characteristics (brandIdentity) refers to determine what brand should have a value proposition, lock which consumer groups, so as to set up customers with product characteristics. Specific said, if the enterprise can make brand identity or nature, the more obvious, convey more information elements, with targeted, which let the brand recognition to interact with customers, then the stronger the driving force for the consumer behavior. That for those who just want to change, change the name or advertising to promote enterprise brand, is unable to get or achieve this effect.

Research shows that brand identity or nature interacting with customers mainly form the following three links.

One is the brand recognition and consumer psychology form a close relationship. When your product or service can bring potential value to the market, is consumers' perceptions of value and its mental experience the synthesis of perceived value. All consumers to the brand of brand awareness and interaction, form the brand identity or nature. Consumers decide the brand recognition and interactive for what he has. That is to say, is the consumer has established a business category, the meaning of all kinds of brand products.

The challenges faced by the enterprise product is now with many brand products, consumers to the brand will not have too much attention, consumers don't even believe or easily forget the relevant information of the brand. Even if the brand is the most unforgettable, also faces the challenge of how to influence consumer buying behavior. Plus we are in the digital network age, the search engine and other tools to be able to immediately connect conversation between customer and brand. As a result, the traditional enhance awareness of brand image and enterprise spread method already can not adapt to today's market. When consumers are trying to avoid your brand message, don't expect you can through the usual way to them. The same category of the brand on the market too much,

no one wants to see too many brand information. Because of this, brand identity or characteristics and consumer psychology is particularly important. Remember: if the enterprise wants to influence consumer buying behavior, enterprise's brand identity or nature must and consumer psychology form a close relationship.

2 it is brand identity or characteristics have important influence to consumer lifestyle. In brand management, many enterprises ignore the fact, that is in the process of buying products and services, consumer is the only enterprise customers. Because companies tend to be from the perspective of geography to consider, rather than consider consumer buying behavior. Many brand management activities and consumer shopping scene from real. In addition to this inconsistency, now very diverse consumer shopping behavior. Will buy people based on their access to product information, population and community to purchase of the products were, at the same time they also will further share product information and community groups. People pay more attention to buy the good product, and high quality products for people to share information, rather than for a better product than the neighbors smug. People not only can buy those products can improve self-image, become a part of a community at the same time, realize the additional value, improve and create value, make their own lives and communities become different driving force is also very important. Remember: for marketers, if can let the brand knowledge is closely related to the lives of consumers, will make your brand more influential, than the traditional discount sales promotion as well as the packing design is effective and time longer. https://www.doczj.com/doc/de16353625.html, https://www.doczj.com/doc/de16353625.html, https://www.doczj.com/doc/de16353625.html, https://www.doczj.com/doc/de16353625.html, https://www.doczj.com/doc/de16353625.html, https://www.doczj.com/doc/de16353625.html,

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Three is brand identity or characteristics affect consumer brand consumption idea. Consumers know the brand mainly think about the following three questions: who are you? What is the value of your offer? Consumers can interact with your brand for what kind of experience? Brand identity in the process of interaction and each consumer, these three points must maintain a high level of consistency. If you want to increase the influence of the brand marketing, is the key to promote the brand and consumer psychology, behavior, and emotional interaction, rather than just enhance consumer brand awareness. To truly promote the brand to interact

with customers, your brand identity can't be too abstract, to be able to convey information about consumer behavior, only in this way can promote the brand trust and brand loyalty and market share. This is the desired brand marketing, you said right!