基于品牌概念地图的品牌联想研究——一种提高品牌价值的新方法

To Study on Brand Association Based on Brand Concept Maps——A New Way of Improving Brand Value

品牌形象通过各种联想与记忆中的品牌相联系。只有通过有效的营销,将顾客脑中丰富的联想形成良好且牢固的联想,企业才能提高顾客对品牌忠诚度。国外对品牌联想的研究早、成果多;但国内对于品牌联想的研究才刚刚起步,关于如何测量和描绘的研究更是几乎为零。结合国外最新的品牌联想测量工具——品牌概念地图,对新光饰品的品牌联想进行实证研究。通过描绘新光品牌的品牌联想结构,指出该品牌现有不足之处,并给出了相应的对策。

Brand image is linked through a variety of associations with the memories of the brand. It is only through the effective marketing actions for that the customers can build good and solid associations in the brain that enterprises can improve brand loyalty. There are a lot of products about the research of brand associations abroad. As for the domestic, the researchers have just started the research of brand associations. And there is no research of how to measure and profile the brand associations. In this paper, we take an empirical study of Neoglory based on the Brand Concept Map which is the latest method of brand association measurement.