The evidence of dual conflict in the evaluation of brand extension:An event-related potential study

Brand extension is one of the central issues in marketing research.The current study employs event-related potentials(ERPs)to investigate the electrophysiological process when subjects make a decision to accept or reject a brand extension composed of two words(W1W2).W1 is always a beverage brand name,and W2 a product name among three product categories:household appliance product(extension type BH),snack product(BS),and beverage product(BB).The behavior and ERPs data showed that subjects found it easy to accept the brand extension in the BB condition,medium in the BS and hard in the BH situation.The negative slow waves in different cortexes suggested that there are two cognitive conflict processes in evaluating a brand extension in the W1W2 paradigm:the conflict between W1 and W2,and the conflict between the whole information of W1W2 and the information retrieved from memory about the products under the brand name in W1.

基于视觉销售的服装品牌延伸性设计

针对服装推广过程中市场定位、风格定位、服装廓形及风格特征之间区分日益弱化的趋势,指出服装品牌延伸性设计的重要性。从品牌的形象设计展示、产品的形象设计、服务内容设计3方面说明服装品牌延伸性设计的主要内容,分析了展示元素对服装品牌延伸性设计产生的影响及网络化视觉销售对品牌概念的延伸。说明品牌的外在表征即视觉销售的独特性已经逐渐模糊了品牌内容的区别,消费者更多的关注在品牌的符号特性上,在这种前提下品牌的视觉销售策略必然影响到品牌的生存环境。

品牌的符号化设计

本文提出以符号建构及符号传播相关理论和方法来塑造、经营品牌的观点,即走品牌符号化的道路。这在符号化消费的今天具有很强的导向意义。在此基础上,结合品牌符号的两大意指系统对品牌符号化的方法进行了初探,强调要使消费者在符号的认知、情感、反思中去认识品牌,增强品牌认知度与美誉度,最终达到树立形象鲜明、反响良好的品牌的目的。