品牌的有效心理重现

发布时间：2018-05-03 21:07

本文选题：品牌重现 + 有效心理　；参考：《南京师范大学》2008年硕士论文

【摘要】： 品牌是企业的无形资产。进入二十一世纪,对企业而言,品牌的含义已经突破原有狭义的标记概念,逐步成为企业形象的抽象代表。各个企业的广告策略也因此由以前的单一宣传产品品质,过渡到企业优势品牌的宣传,企业的广告策略已经逐步完成了从产品宣传层面向品牌宣传层面的跨越。面对不断变换的市场环境和不断涌现的竞争对手,如何整合有限的市场资源,达到树立起有效的品牌优势的目标对于每个企业来说都至关重要。长期以来,较多的品牌研究方法多是着眼于企业的品牌传播策略及手段等。企业如何才能使消费者或潜在客户记住自己的品牌,如何才能在品牌宣传大战中脱颖而出呢?其实,品牌并不是仅仅属于企业的,同时也属于公众。在看待品牌的视角方面,本文采用了一个全新的视角,即用公众的研究来看品牌,用公众的大脑来思考品牌,用公众的标准来判断品牌等,跨越了传统“品牌重现”的企业视角,将“品牌重现”分解为包含品牌广告投放的有效频率和品牌在目标受众意识中的回顾或联想两个层次,并突破以往在使用认知心理学理论分析广告学问题时浅尝辄止的态度,深入认知心理学核心,结合品牌传播的特点,力图探索出企业品牌在消费者心中最有效的重现方法,实现传播效果和投资回报率的最大化。本文以同质产品并使用同样广告投放数量的假设为基础,应用了很多认知心理学领域的理论和模型,借鉴认知心理学已有的,同时又可以用以解释品牌传播现象的成果,得出的关于品牌有效重现的若干结论也是从认知心理学角度加以论证的。对人类实现对某一事物从认知到记忆的全过程进行研究,从而为企业提供有效品牌宣传策略。通过深入研究,关于“品牌的有效心理重现”问题,本文提出以下三条建议: 1、品牌传播效果的确是在第一次出现的时候达到记忆的最大值,但是受干扰理论的影响,品牌遗忘时刻都在发生。在近因效应还不能完全取代首因效应的情况下,更稳妥的办法是坚持品牌首尾重现和中间重现的结合。 2、品牌重现内容应是能够帮助消费者进行精细加工的内容,而不是简单的、机械的保持性重现,深耕深凿争取品牌重现内容的常换常新。 3、品牌重现的频率应从时间概念转向空间概念,兼顾深度和广度,争取实现目标消费者媒介接触的跟踪式覆盖。
[Abstract]:Brand is the intangible asset of an enterprise. In the 21 century, for enterprises, the meaning of brand has broken through the original narrow sense of the concept of marking, gradually become the abstract representative of corporate image. As a result, the advertising strategy of each enterprise has been transformed from the single product quality to the brand promotion, and the advertising strategy has gradually completed the leapfrog from the product promotion level to the brand promotion level. In the face of constantly changing market environment and emerging competitors, how to integrate the limited market resources and achieve the goal of establishing effective brand advantage is very important for every enterprise. For a long time, more brand research methods are focused on brand communication strategies and means. How can an enterprise make consumers or potential customers remember their brand, and how can they stand out in the brand publicity war? In fact, the brand is not only belong to the enterprise, but also belong to the public. In the perspective of the brand, this paper adopts a new perspective, that is, using public research to look at the brand, using the public brain to think about the brand, using the public standards to judge the brand, and so on. Transcending the traditional corporate perspective of "brand reproduction", "brand reproduction" is divided into two levels, which include the effective frequency of brand advertising and the reflection or association of brand in the consciousness of the target audience. And break through the previous attitude of using cognitive psychology theory to analyze advertising problems, go deep into the core of cognitive psychology, combine the characteristics of brand communication, and try to explore the most effective way to reproduce enterprise brand in consumers' minds. Maximize communication and return on investment. Based on the hypothesis of homogeneous products and the same amount of advertisements, this paper applies many theories and models in cognitive psychology, and draws lessons from the existing cognitive psychology, and at the same time, it can be used to explain the phenomenon of brand communication. Some conclusions about effective brand reproduction are also demonstrated from the perspective of cognitive psychology. The whole process of realizing a certain thing from cognition to memory is studied in order to provide effective brand propaganda strategy for enterprises. Through in-depth research, this paper puts forward the following three suggestions on the issue of "effective psychological reappearance of brand": 1. The effect of brand communication does reach the maximum of memory at the first time, but under the influence of interference theory, the moment of brand forgetting occurs. When the near-cause effect cannot completely replace the first-cause effect, it is safer to stick to the combination of brand reappearance and intermediate reproduction. 2, brand reproduction content should be able to help consumers to fine processing content, rather than a simple, mechanical retention of reproduction, deep ploughing for brand reproduction content often change new. Thirdly, the frequency of brand recurrence should be changed from the concept of time to the concept of space, taking into account the depth and breadth of the target consumer media contact tracking coverage.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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