你的品牌有多少资产（How much assets do you have in your brand）.docVIP

你的品牌有多少资产（How much assets do you have in your brand） When the enterprise has established a brand, always eager to know whether the brand success, whether really occupy the consumer big mental resources? How do you judge your brand equity? 1, brand awareness Brand awareness is the starting point of brand equity. Because brand assets are produced by consumers feelings and buying behavior of brands, so obscure brands are not able to talk about brand equity. Brand awareness is a product of the degree to which a consumer thinks or identifies a brand when he thinks of a particular category. For example, when you think of coffee, you think of Nestle; when you think of cigarettes, you think of marlboro. Generally speaking, the brand awareness level is divided into four steps: the first mention of visibility for non tip visibility for - tip visibility for non - visibility Consumers in the face of many brands of choice, have been tempted too much, there will inevitably be some wavering, want to change the taste, or try something fresh. But consumers change and change, often confined to the mind can think of the brand, rather than choose the brand without certainty. Because brand awareness is a kind of security for consumers, the transfer of brands, consumers often have to take a certain risk. 2, brand loyalty Brand loyalty is the core and most valuable content of brand equity. It is shown as consumers continue to care, to a brand to continue to purchase emotion and behavior, even in the face of product features, better and more convenient and cheaper prices and many other attractions, adhere to the brand. Te put paging gap can threaten tons when sewing, according to the level of the order can be arranged as follows: the commitment of consumers -- emotional buyers, buyers, buyers, no satisfactory habit of brand loyalty 3, brand association ? Brand association is the sum total of all the impressions, associations, and meanings that consumers evoke when they think of a brand. Su