基于品牌共鸣视角的烟草品牌建设分析

On cigarette brand building from a perspective of brand resonance

为了推进品牌发展上水平，利用品牌共鸣模型来描述强势品牌的构建过程，分析了品牌共鸣视角下的烟草品牌建设困境，提出了烟草品牌建设路径。建立卷烟品牌的核心价值，强化卷烟品牌的情感体验，构建独特的品牌区隔，抓住品牌发展的“长尾”，从而走出价值缺失、途径偏颇、被动模仿和消费约束的困境，最终实现“532”、“461”品牌发展战略目标。

Brand resonance is the highest goal of brand building. The essence for a brand to become a strong and leading brand lies in constructing strong brand recognition, thus to activate strong brand resonance among customers. Cigarette brand building must be based on a perspective of brand resonance： building the core value of brand, strengthening customers＇ per- sonal experience, building a unique brand segmentation, holding the ＇long tail＇ of brand development. By so doing to avoid the dilemma of losing value, biased construction path, passively copy and consumption constraint, and finally achieves the strategy goal of brand development in programme codenamed ＇532＇ and ＇461＇ .