让品牌更具亲和力

• 作 者: 马克态
• 机 构: 中国政法大学商学院,
• 出 处: 中华商标
• 发表日期: 2011年05期
• 关键词: 亲和力 品牌亲和力 品牌知名度 广告宣传 海尔 市场竞争 品牌个性 企业与消费者 广告诉求 短期

品牌建设是企业参与市场竞争的一个重要方面。良好的品牌建设成就了一大批国内外知名的企业,如海尔、联想、丰田、苹果等。由于许多企业对品牌的理解存在片面性,急功近利,企图通过短期的广告宣传等手段,采取所谓“信息轰炸”、“标新立异”等方式,让品牌快速出名,对品牌的长期建设却重视不够。有的品牌知名度是有了,可是消费者仍然不认可,更谈不上什么满意度、忠诚度,究其原因之一就是品牌缺乏亲和力。

Brand building is an important aspect of enterprises participating in market competition. Good brand building achievements of a large number of well-known enterprises at home and abroad, such as Haier, Lenovo, Toyota, Apple and so on. Because many enterprises have one-sided understanding of the brand, quick success, attempt to short-term advertising and other means, the so-called “information bombing ”, “unconventional ” and so on, so that the brand quickly became famous, the brand’s long-term construction is valued not enough. Some brand awareness is there, but consumers still do not recognize, let alone what satisfaction, loyalty, one of the reasons is the lack of brand affinity.