情感品牌的经济分析兼述评

Economic Analysis and Review on Emotional Benefit Brand

情感利益是消费者从物质当中获取的心理满足程度，情感品牌能够利用某种情感因素刺激目标消费者产生条件反射。本文通过将情感品牌与现有的品牌理论进行比较和结合，发现情感品牌更易被消费者所依恋，更易被厂商所激活，在同样物质利益的条件下，高情感利益的品牌其需求曲线会更陡；如果品牌的单一品类更加靠近顾客的终极利益形态时，其品牌的持续性也会更强。

Emotional benefit is the degree of consumer＇ s psychological satisfaction from the goods. Emotional brand could stimulate the target consumers＇ conditioned reflex by some kind of emotional factors. Comparing the emotional brand with the existing brand theory, this article shows that consumers prefer to the emotional brand, that firms activate an emotional brand easily, and that under the condition of the same material interests, the demand curve of the high emotional brand is steeper. If the brand＇ s single category is closer to the ultimate benefit of customers, the brand will be more persistent.