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一、为什么要进行品牌形象研究对于企业来讲,树立起了自己的品牌,也就是在市场竞争的大潮中树立起了自己的旗帜,也就意味着能获得较高的市场份额和巨额利润。从表面上看,品牌只是商品或劳务的名称、标识,但从本质上看,品牌是一个综合体,是一个由许多子系统复合而成的一个动态系统:如产品服务与功能(用途、品质、价格、包装……);企业及产品形象(内在形象、广告……);消费者心理(认知、态度、情感……)……。从更深层次上讲,品牌是一种品位、一种格调、一种理念和一种魂灵,它既包含
First, why should the brand image research For enterprises, set up their own brand, that is, in the tide of market competition to establish its own flag, which means that access to higher market share and huge profits. On the surface, a brand is simply the name or logo of a good or service, but in essence a brand is a complex that is a dynamic system of many subsystems: product services and functions (use, quality , Price, packaging ...); corporate and product image (intrinsic image, advertising ...); consumer psychology (cognition, attitude, emotion ...). From a deeper level, the brand is a taste, a style, a concept and a soul, which contains both