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品牌联想是指消费者想到某一品牌时能记起的与品牌有关的事,它是品牌资产的重要组成部分。1.品牌联想的内容品牌联想多种多样,其内容可概括为以下几种:产品类别的联想。一个品牌与它所代表的产品种类相联系时,意味着当消费者想到产品时也会想到该品牌。如提到可乐,就会想到可口可乐;提到可口可乐,就会想到可乐。产品特征的联想。每个产品一般都有自己的特征,如果这些特征能满足消费者的要求,符合消费者的利益,那么品牌联想便成为消费者购买的理由。如高露洁牙膏使消费者联想到防止龋齿,海飞丝使消费者想到去头皮屑等。产品用途的联想。通过宣传将产品与具体的应用过程联系起来,一旦消费者处于某种环境中就会想到该品牌。如麦氏咖啡与一个温情
Brand associations are the brand-related things consumers remember when they think about a brand, and are an important part of the brand equity. 1. The content of the brand association Lenovo brand variety, its content can be summarized as the following: the product category Lenovo. When a brand is linked to the type of product it represents, it means that the brand is also remembered when consumers think of it. If you mention Coke, think of Coca-Cola; mention Coca-Cola, think of Coke. Product Features Lenovo. Each product generally has its own characteristics, if these features to meet the requirements of consumers, in line with the interests of consumers, then the brand association has become the reason for consumers to buy. Such as Colgate toothpaste that consumers think of to prevent dental caries, Head & Shoulders make consumers think of dandruff and so on. Lenovo for product use. By communicating the product to a specific application process, the brand is remembered once the consumer is in an environment. Such as Max's coffee with a warmth