略论品牌生命力的诚信前提

• 作 者: 孟昭洋 林芳
• 机 构: 福建金融职业技术学院,
• 出 处: 经济研究导刊
• 发表日期: 2009年36期
• 关键词: 品牌 诚信 品牌认同

随着消费社会的来临,品牌消费日益成为消费者的习惯,品牌也成为影响消费者产生购买行为的重要因素。品牌不仅代表一种名称,品牌其实更意味着一种承诺。因为消费者选择一品牌意味着对这个品牌的信任,相信拥有这一品牌的产品具有这一品牌所承诺的一切要素和特征,而品牌提供给消费者也应该是品牌所作出的所有的承诺。一个品牌生命力的源泉是建立在诚信前提下的这个品牌所代表的产品、服务和技术上的不断创新。

With the advent of the consumer society, brand consumption has increasingly become the habit of consumers, the brand has also become an important factor affecting consumers to purchase behavior. Brands not only represent a name, the brand actually means more of a promise. Because consumers choose a brand means that the trust of the brand, I believe that with this brand has all the elements promised by this brand and characteristics, and brand to consumers should also be made by the brand all the commitments. The source of a brand’s vitality is based on integrity under the premise of the brand represented by the product, service and technical innovation.