为了能够更好地了解品牌如何在购买过程中对消费者发挥作用,麦肯锡公司曾做过一项庞大的研究项目,目的是全面了解品牌效能的现状,以及品牌健康的决定因素。该研究覆盖了26个产品、服务门类的220个品牌,调查了6000个消费者,了解如消费者态度、使用情况、品牌认知度等内容。该研究主要集中于各行业“赢家”的品牌性能,并设计了三 In order to better understand how a brand can make a difference to consumers during the buying process, McKinsey & Company has done a massive research project to gain a full understanding of the current status of brand performance and the determinants of brand health. The research covers 220 brands in 26 products and services and surveys 6,000 consumers on consumer attitudes, usage, brand awareness, and more. The research focuses on the brand performance of “winners” in various industries and has designed three