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企业要长盛不衰,必须认真做好品牌的传播工作。很多企业虽然在品牌宣传方面不惜投入重金,却未能收到很好的成效。究竟应该如何传播品牌,从而显著地提高销售业绩?消费者之所以喜欢某种商品,是因为他相信它比其它竞争产品能给他带来更大的价值。这种“价值”更多地取决于消费者对该商品感知到的“潜在的”质量,而越来越少地依赖于它的事实上的质量。
Business to be enduring, we must seriously do a good job brand communication. Although many enterprises invested heavily in brand promotion, they failed to receive good results. How to spread the brand, which significantly improve sales? The reason why consumers like a product because he believes it than other competing products give him more value. This “value” depends more on the “potential” quality perceived by the consumer for the good and less and less on the de facto quality of the good.