摘要
品牌是一种蕴含丰富内容的差异化象征,从一定意义上来讲,品牌是企业和消费者共同作用的结果。品牌偏好源于消费者对品牌的认知产生的好感和信任,这种好感和信任是通过企业建设高质量的品牌关系和带给消费者的美好体验产生的,这一切须以企业精准的品牌形象定位为基础,企业的品牌形象定位应使品牌个性与消费者自我概念相一致。新创企业由于各种因素限制,其品牌偏好的构建需要在遵循一般的品牌偏好构建逻辑思路的基础上,创新品牌偏好构建策略,以更高的效率和更好的效果突出重围,使企业品牌脱颖而出。
A brand of an enterprise is a symbol with a lot of senses which is different from other companies. In a sense, the brand is the result of joint action of consumer and enterprise. Brand preference comes from favorable impressions and beliefs of consumers generated from brand perception. The favorable impressions and beliefs of the consumers are the results of building good brand relationship and giving the consumers satisfying experience by enterprises. All the above must be based on accurate brand image positioning, which must be consistent with the self-conceptian of the enterprise＇ s consumers. There are so many lim- itations in the course of a new venture＇ s brand construction. Therefore, a new venture needs a lot of innovative strategies in order to build its brand preferences with more efficiencies and better results so as to make its brand stand out from the crowd.
出处
《企业经济》
北大核心
2013年第12期56-59,共4页
Enterprise Economy
基金
河南省高等学校青年骨干教师资助计划项目"基于中部地区创业型经济发展的中小企业持续创新模型研究"(批准号:2010GGJS-211)
关键词
品牌偏好
新创企业
品牌策略
品牌建设
创业
brand preference
new venture
brand strategy
brand construction
entrepreneurship
