基于认知与行为过程的国家品牌设计策略

National Brand Design Strategy Based on Cognitive and Behavioral Processes

在全球化和信息技术高速发展的今天,人们对产品的需求已经不再局限于其功能性特征。同时,消费者也更加注重产品所带来的情感体验以及自我表达等非物质价值。因此,如何通过有效手段提升产品的附加值成为现代企业需要解决的重要问题之一。而作为一种特殊形式的“服务”,品牌形象不仅可以帮助企业建立良好的公众印象,还能够引导消费者产生积极的认同感并促进消费行为的发生。针对上述情况,本研究旨在探索一种基于认知与行为过程的国家品牌设计策略,以期为我国本土品牌的建设提供一定的理论支持和实践参考。

With today's rapid development of globalization and information technology,people's demand for products is no longer limited to its functional characteristics.At the same time,consumers also pay more attention to the emotional experience and self-expression and other non-material value brought by the product.Therefore,how to enhance the added value of products through effective means has become one of the important problems that modern enterprises need to solve.As a special form of“service”,brand image can not only help enterprises to establish a good public impression,but also guide consumers to have a positive sense of identity and promote the occurrence of consumer behavior.Aiming at the above situation,this study aims to explore a national brand design strategy based on cognitive and behavioral process,in order to provide certain theoretical support and practical reference for the construction of local brands in China.