论品牌情感性价值的创造

On the Creation of Brand Emotional Value

在 2 1世纪的市场营销中 ,竞争者越来越擅长于快速复制创新 ,产品和价格对品牌的竞争优势几乎不起作用 ,情感在交换的价值中所占的比例越来越多。因此 ,激起和满足目标顾客的情感需求 ,创造品牌独特的情感性价值正变得越来越重要。品牌情感性价值由三个要素即信赖、体验、精力组成。相对应地 ,创造品牌情感性价值 ,提高品牌忠诚度有三大策略 :保持品牌标识和品牌形象一致 。

During the marketing process of the 21 century, competitors are increasingly adept at fastcopying innovations. The proportion of emotion within the transacted value is ezperiencing an increast, which mearly makes product and price useless in constructing brand competitive advantages. Therefore, it is more and more important to motivate and satisfy target customer emotional needs so as to create brand special emotional value. It usually comsists of rhree factors——equity, experience and energy. Correspondingly, three tactics: to keep brand marks and brand images identical, to communicate deeply with customers and to concern valuable details, are essential to create brand emotional value and increase brand loyalty.