基于消费者心智资源开发的品牌优势塑造

Brand Strength Mold Based on the Consumers' Mental Resources Development

在“心时代”阶段,品牌是一个以消费者为中心的概念,其本质是企业与消费者之间无形的心理契约,该契约的标的是消费者心智资源,它是一种具有价值性和稀缺性的认知性资源。本文根据消费者心智资源个体与群体的分布演变关系,建立了一个基于消费者心智资源占有份额差异,反映品牌优势强弱的量化指标BMi,而BMi值的大小取决于两个因素——品牌差异性和品牌代表性,这两个属性分别从高、低层面,两两组合形成了现实中的四类品牌,由此为企业提升品牌优势提供了策略性思路。

In the heart age stage,the brand is a concept centered consumers.Its essence is invisible psychological contract between enterprises and consumers,the subject of contract is the consumer s mental resources.it is a valuable and scarce cognitive resources.According to the evolution of groups and individual consumer mental resources distribution,this article establishes the quantitative index BMi based on a share difference of the consumer mental resources.And the BMi index depends on two factors——brand diffe...