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心理学是品牌传播的基础。本文结合品牌传播的实践,从心理学的角度对品牌传播进行分析,认为:(1)品牌存在的基础是满足心理需求,心理需求的满足是衡量生活水平高低的标准。(2)物质需求与心理需求不能截然分开,满足物质需求的产品同时附加了满足心理需求的功能,品牌传播可以无限拓展心理需求空间。(3)品牌不能脱离消费者独立存在,品牌是消费者心里的认知,有效的品牌传播是互动沟通。(4)品牌一旦契合了消费者的心理需求,就可以产生高额的附加经济效益,品牌竞争的核心是争夺心理资源。
Psychology is the basis of brand communication. Based on the practice of brand communication, this article analyzes the brand communication from the perspective of psychology. It holds that: (1) The foundation of brand existence is to meet the psychological needs, and the satisfaction of psychological needs is the standard to measure the living standard. (2) material needs and psychological needs can not be completely separated, to meet the material needs of products at the same time attached to meet the psychological needs of the function, brand communication can unlimited expansion of psychological needs space. (3) The brand can not exist independently from the consumers, the brand is the cognition of consumers, and the effective brand communication is interactive communication. (4) Once the brand meets the psychological needs of consumers, it can generate a high additional economic benefits, the core of brand competition is to compete for psychological resources.