A concept proposed by brand equity from the perspective of brand management

Source: Internet
Author: User
Keywords Internet mobile
Tags added based behavior brand image brand management brand name channel communication

Brand Equity (brandequity) is a concept proposed by Western management academia from the perspective of brand management in the 80 's. The concept of brand equity has an impact on the main points:

The American Marketing Research Institute (MSI,1990) defines brand assets as "brand customers, channel members, parent companies, etc. for the brand association and Behavior, these associations and actions so that products can be compared to the brand name in the absence of more sales or profits, can give the brand more powerful than competitors, Lasting and differentiated competitive advantage "

Peter, professor of Carnegie Mellon University, USA. Farquhar (1989) believes that brand equity refers to "the added value of the brand to the enterprise, distributor or consumer."

University of California, Berkeley Professor D. Aaker (1991) believes that brand equity refers to "a range of assets or liabilities associated with a brand, brand name and brand identity, which can increase or decrease the value of a product or service to an enterprise or customer".

With the development of brand equity research, it is generally accepted that the brand is a consumer-centric concept, without consumers, there is no brand. In other words, the definition of brand assets from the consumer psychological point of view, because the market is composed of consumers, brand equity is essentially a source or based on consumer assets, and brand equity appreciation is driven by consumer brand psychology.

K.keller (1993) is the first from the consumer point of view to complete the concept of brand equity based on consumers, he believes that the brand is important for businesses and distributors, the fundamental reason is that the brand is valuable to consumers.

"The nature of internet marketing-lighting The Community" was published by the 2009 American internet marketing expert Chuck Brymer's new book. The book further explores the changes in the concept of brand marketing under the Internet and mobile interconnection. He believes that internet marketing is changing the way we live, behave, and especially think and manage. In the age of interconnection, let the consumer's community (group) become stronger, the development of mobile interconnection will make the relationship between enterprises and consumers become more closely. This idea has also changed the concept and approach of brand equity appreciation under the Internet.

Chuck bryme that internet marketing can not be one-way or simple two-way communication should be interactive, because for the digital community, the traditional one-way propaganda is not so strong, more interactive, spontaneous, rapid transmission can affect the online community. The core of communication is the need to find the right impact point, in the right time to affect those who have influence in the community, has reached the lever effect that brand equity value. In other words, the root cause of brand equity appreciation and the reasons for the appreciation of the classic brand assets have changed radically.

Internet and mobile interconnection everything is defined by the consumer. In the past two years with the mobile Internet under the continuous emergence of new media, SNS, micro-bo, micro-letter and so on constantly refresh the concept of people, but also constantly refresh the concept of Enterprise brand equity appreciation. Since the internet has not left the user. such as user registration number, active rate, etc. are accompanied by various Internet products, to SNS, micro-bo, micro-letter products appear, users have become a platform to measure the impact of one of the important indicators. Therefore, the value of brand equity can not be separated from the user's attitude and behavior changes. What are the main factors that affect user attitude and behavior under the Internet?

We believe that the key to increase the value of the brand based on internet and mobile interconnection is to cultivate the consumers ' belief in the brand, the cooperation between the stakeholders and the innovative power of the brand concept and value representation.

The persuasive power shows that the most important thing to communicate on the Internet is trust and reliance. It represents the degree of your brand strength. Building confidence requires linking the brand image to the needs of the community, spreading a desired lifestyle or value through your brand. Brand equity adds value when your brand is strong enough (representing lifestyle or values) to attract consumers and to keep them loyal to your brand.

Collaboration (communication) it reflects the need to work with consumers (stakeholders) to share capabilities in this networked era. To this end in the Internet and mobile brand equity value-added to do two: first, to comply with consumers, provide what they need and a platform for communication, the second is to learn to listen and adopt the collective wisdom of consumers (view) Brand marketing.

Innovation it reflects the brand's attention to the digital community and your brand creativity (lifestyle and values) are attractive enough because the brand represents the consumer. To do this, you must do the following: 1. Brand image to make consumers have a sense of intimacy 2. Brand elements should have a sense of freshness 3. Increase contact with consumers through the necessary free stuff 4. Brand consumption should have a sense of pleasure 5. Businesses and consumers should have the opportunity to show.

In short, accurate grasp of user psychology, in-depth excavation of the user's intrinsic needs and preferences, will interact with the user, integration to play to the extreme, in order to maximize the guidance of its participation, so that brand assets continue to add value. Remember: In the Internet and mobile interconnection only three forces synergy and play to the extreme to create its brand equity value. This is not the same as the classic brand equity value-added approach, operators you know!

Wen/Ding Jiayong

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