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很多人都有这样的购物经历,面对某类商品的众多品牌,几乎不加思索就指牌购买。问其原因,给出的解释可能是“其它品牌的质量不行、功能不全、外观不美”云云。听起来挺有道理,果真如此吗?有人曾做过一个可乐品尝测试,将可口可乐与非常可乐的包装对调,几乎所有品尝者都认为“可口可乐”(实际内装非常可乐)的口味要更好些。测试结果的确很可笑,但却说明了一个不争的事实:两种可乐口味相差无几,然而可口可乐的品牌吸引力远大于非常可乐。现代商战表现在价格、功能、促销、广告等各领域,而归根结底却是品牌之战。一直以来,商家为能拥有一个消费者认可的品牌而苦心经营、费尽
Many people have this kind of shopping experience. Faced with many brands of a certain type of goods, they almost buy it without thinking. Asked the reason, the explanation given may be “other brands of quality is not enough, incomplete function, appearance is not beautiful ” so. It sounds reasonable, but is it true? Someone once did a cola tasting test, swapping the packaging of Coca-Cola and Coca-Cola, and almost all the tasters thought that the taste of “Coca Cola” (which actually contained very coke) was better . The test results are indeed ridiculous, but it shows an indisputable fact: two kinds of cola tastes are almost the same, but Coca-Cola’s brand appeal is far greater than the Coke. Modern business warfare is manifested in various fields such as price, function, promotion, and advertising, but in the final analysis it is a brand battle. For a long time, businesses have tried hard to manage and have spent enough money to have a consumer-recognized brand.