第1个回答 2009-04-11
品牌是消费社会的主要文化表征。品牌形象在消费者行为和选择过程中发挥的导向力量。
1、消费者受到社会和文化的影响有多方面的情况，主要却表现为受到品牌符号体系的深刻影响。
2、品牌最初只是作为商标，表明商品的有关制造者、销售者、价格和品质的信息。现在，品牌有了更多的社会和文化的含义。
3、品牌被消费文化不断的定义和塑造，成为当代社会身份和文化价值的集中的表现形式，也就是成为消费社会的文化表征。（举例）
4、消费者在发生购买行为的过程中，在他的思想观念中，预先就有了关于品牌的知识和偏好。这个知识是商业社会和大众文化的结合体。消费者主要是通过广告等大众文化传播的形式，学习到关于品牌的知识，产生关于品牌的想象和情感。
5、不同的品牌，在不同的层面对于消费者发生不同的影响。对于消费者的购物决定往往起到主导作用。消费者不是购买一般意义的商品，而是购买某个特定牌子的商品。在这里，品牌是信誉和价值的保证。
6、在一般情况下，消费者在购买行为中会选择性的对待商品信息，因此仅仅依靠信息传达来说服消费者是远远不够的。但是在品牌形象建立以后，特别是品牌形象被一些社会公认的偶像人物来诠释之后，对于消费者就会具有无形的强大的说服力和感染力。品牌形象对于消费者是直接的说服形式。
Brand is the consumer society of the major cultural characterization. Brand image in consumer behavior and the selection process to play a guiding force.
1, consumers are social and cultural impact of a variety of circumstances, mainly manifested by the brand symbol of a profound impact on the system.
2, initially only as a brand trademark, indicating that the relevant goods manufacturers, sellers, price and quality information. Now, the brand has more social and cultural meaning.
3, the brand has been the definition of consumer culture and the shape and become the identity of contemporary society and cultural values of the concentrated form of expression, that is, become a consumer society and cultural characterization. (For example)
4, consumer buying behavior in the event of the process, in his ideas in advance on the brand will have the knowledge and preferences. This knowledge is the business community and a combination of popular culture. Consumers mainly through the dissemination of advertising and other forms of mass culture, to learn knowledge on the brand, resulting in on the brand of imagination and emotion.
5, different brands, at different levels for different effects occurred consumers. Shopping for consumers tend to play a leading role in the decision. General sense, not the consumers to buy goods, but to buy a particular brand of goods. Here, the brand is to ensure the credibility and value.
6, under normal circumstances, consumers will be buying behavior in the selective treatment of commodity information, the message alone to convince consumers it is not enough. However, after the establishment of brand image, particularly brand image recognized by some people to interpret the idol after the consumer will have the invisible influence of powerful and persuasive. Brand image for consumers to convince the form of direct.
第2个回答 2009-04-11
Brand is the consumer society of the major cultural characterization. Brand image in consumer behavior and the selection process to play a guiding force.
1, consumers are social and cultural impact of a variety of circumstances, mainly manifested by the brand symbol of a profound impact on the system.
2, initially only as a brand trademark, indicating that the relevant goods manufacturers, sellers, price and quality information. Now, the brand has more social and cultural meaning.
3, the brand has been the definition of consumer culture and the shape and become the identity of contemporary society and cultural values of the concentrated form of expression, that is, become a consumer society and cultural characterization. (For example)
4, consumer buying behavior in the event of the process, in his ideas in advance on the brand will have the knowledge and preferences. This knowledge is the business community and a combination of popular culture. Consumers mainly through the dissemination of advertising and other forms of mass culture, to learn knowledge on the brand, resulting in on the brand of imagination and emotion.
5, different brands, at different levels for different effects occurred consumers. Shopping for consumers tend to play a leading role in the decision. General sense, not the consumers to buy goods, but to buy a particular brand of goods. Here, the brand is to ensure the credibility and value.
6, under normal circumstances, consumers will be buying behavior in the selective treatment of commodity information, the message alone to convince consumers it is not enough. However, after the establishment of brand image, particularly brand image recognized by some people to interpret the idol after the consumer will have the invisible influence of powerful and persuasive. Brand image for consumers to convince the form of direct.
第3个回答 2009-04-11
Brand is the main cultural symbol in a society of consumption. The image and the reputation of the brand plays as a conductive power in consumer's behavior and choice.
1. Consumer is affected by society and culture in many differnt ways, but mainly, deeply affected by the brand symbol system.
2. Brands were used as trademark originally, just to show the information of the manufacturer, saler,price and quality.Nowadays, brand has been given more social and cultural meaning.
3. Brand has been redefined and reshaped continuously, and has become the core of current social identity and cultural value, in other word, the consumption society's cultural representation.
4. In the process of consumption, the consumers have already been set with knowledge and preferences on various brands presumably. This knowledge is a combinaton of commercial society anf folk culture. Basically, consumers learn about the the knowledge through advertisement and the mass media, meanwhile, the imagination and emotion on the brand is set inside the consumer.
5. Different brands have different affect on consumers of different level. And may have a decisive effect on consumer's purchase behavior. Here, the consumer is not buying the goods of a common sense, but buying the goods of a specific brand, and also, brand is the guarrentee of reputation and value.
6. Normally, consumers will be seletive to the information of goods when buying things, therefore, taking information delivering as the only way is not enough. But when the brand image is estblished, especially when the brand was redefined by the public-recognised
celebrities, this could be an intangiblly numerous persuasion and affection. Brand image is the most direct persuasion for the consumers.
第4个回答 2009-04-11
The brand is expends social the main cultural attribute. The brand image the guidance strength which displays in the consumer behavior and the choice process. 1, the consumer receive social and the cultural influence have various situation, mainly actually displays to come under the brand symbolism's profound influence. 2, the brand at first only take the trademark, indicates the commodity concerned manufacturer, distributor, price and quality information. Now, the brand had more social and the cultural meaning. 3, the brand are expended the cultural unceasing definition and the mold, becomes the contemporary society status and the cultural value centralized manifestation, is also becomes the expense society the cultural attribute. (example) 4, the consumer in has in the purchase behavior process, in his ideological concept, had in advance about the brand knowledge and by chance. This knowledge is the commercial society and the mass culture marriage. The consumer is mainly through mass culture dissemination and so on advertisement forms, studies about the brand knowledge, produces about the brand imagination and the emotion. 5, the different brand, has the different influence in the different stratification plane regarding the consumer. Regarding consumer's shopping decided that often plays the leading role. The consumer is not the purchase general sense commodity, but purchases some specific sign's commodity. In here, the brand is the prestige and the value guarantee. 6, generally, the consumer meets the selective in the purchase behavior treatment commodity information, therefore depends upon the information transmission to convince the consumer is not enough merely. But after brand image establishment, after specially the brand image is recognized by some societies the idol character who annotates, regarding the consumer will have the invisible formidable persuasive power and the power. The brand image is direct convinces the form regarding the consumer.