基于品牌信用度的性质研究

Study on the Properties of the Brand Credit Degree

品牌信用度是指厂商通过排他性的符号,向目标消费者做出并做到某一品类承诺的程度,通过品牌信用度的提高可以有效地降低消费者的选择成本。消费者购买商品是按照单一品类的选择进行的,通过运用GEV模型,我们证明了品牌信用度提高时,消费者选择该品牌的概率增加,品牌的需求量增加,即品牌知名度的提高并不能转化为厂商实际的销售收入,只有品牌信用度才能使此转化变为现实。

Brand credit degree（Bc） means how much degree the enterprise has done to the category which it had promised to the target customer by exclusive symbol.The decrease of the Bc can reduce the choice cost.Customers choose goods through its single category.This article proves that the probability for customers to choose a brand increase as Bc increases through GEV model.In other words,brand popularity cannot transform to revenue,but only Bc could.