摘要
当消费者与品牌之间建立了情感关系,消费者就有了对品牌的忠诚度,从而有了支撑品牌生存的根本。阐述了女装强势品牌更应定位于情感;情感定位要求发展品牌个性;定位于情感的女装品牌能否成功的关键在于"文化";女装品牌如何与消费者发生情感共鸣。
After established relationship between customer and brand, customers have loyalty to brand, and have fundamental to support brand survival. Expounds the apparel brand should more locate in emotional, emotional positioning require to develop the brand personality, the apparel brand of located in emotional success or not is critical to the ＂culture＂, how to take place emotional resonance between the apparel brand and the customer.
出处
《山东纺织经济》
2011年第3期24-27,共4页
Shandong Textile Economy
关键词
女装品牌
情感定位
品牌文化
品牌个性
情感共鸣
women apparel brand
emotional positioning
brand culture
brand personality
emotional resonance
