品牌认知再定义

Redefinition of Brand Recognition

品牌认知的定义,不仅有“知识说”,而且有“能力说”及“过程说”,莫衷一是。但从信息运动视角来看,“过程说”“知识说”及“能力说”的侧重点不同,分别揭示了三段不同的品牌信息运动,并能无缝对接形成完整品牌信息运动,因此,这应是再定义的目标指向。从逻辑学来看,品牌认知属典型前偏后正的“名+名”结构,即“品牌”词项对“认知”词项形成限制关系。所以,在整合“过程说”“知识说”与“能力说”基础上运用逻辑方法提出定义:消费者利用已有知识结构对外部作为刺激的品牌信息进行加工时建构品牌知识的过程。

The definition of brand cognition includes not only“knowledge theory”but also“ability theory”and“process theory”.Opinions vary from person to person and no unanimous conclusion can be reached.However,from the perspective of information movement,“process theory”,“knowledge theory”and“ability theory”have different emphases,which respectively reveal three different brand information campaigns and can seamlessly form a complete brand information campaign.Therefore,it should be the target orientation of redefinition.From the logic point of view,“brand cognition”is a typical“noun+noun”structure,that is,the term“brand”forms a restrictive relationship to the term“cognition”.Therefore,based on the integration of the“process theory”,“knowledge theory”and“ability theory”,the definition of brand cognition is proposed by a logical method as follows:the process of consumers'use of existing knowledge structure to process external brand information as a stimulus and thus to construct brand knowledge.