品牌与消费者行为之间的关系: 客户需求（Customer need）

在客户的眼里似乎品牌的资本在于他们的认同,作为企业必须从战略上要永久性的占据消费者的消费观念,这个过程就像爬楼梯一样,是个一步一个脚印的过程.
While brand equity resides in the mind of the customer, so conviction has to be brought in strategy as to permanently occupy consumer mind space. The process is like climbing a ladder, one step at a time. And at each step an objective is achieved creating leading to a strong brand. First step is to establish a relation between customer need and product offering, meaning for given product the brand is the best customer can get. This is done by appropriate brand awareness and image. Second step is connection, by churning out predictable, reliable and quality performance during each purchase. This establishes imprint in customer’s mind, which further can be cemented by visual, logos, packaging, quality, customer service, warranty, etc. Next create emotional connection with customer using brand offering and brand image as to generate response from the customer. The emotional level response in form of positive reaction or opinion brand creates long term, sustainable and healthy relationship. When brand is able to achieve sense of oneness with its consumer then it can be said that strong brand has been created. Companies tend to benefit a lot, in terms loyalty, as consumer will stick to the brand no matter what price premium they have to shell out. These consumers become sort of brand ambassador and recommending usage of brand. There by creating consumer based brand equity.

品牌的忠诚度，可以根据过去的经验和互动发展的模式，来作为一个学习的经验，在单独的一小段时间里,看它的发展程度.

Brand loyalty may be based on past experience and interaction prior to development, because its development as a learning experience in a single period of time is often portrayed. Attribute as an experience, it is subject to any direct consumers (such as tests) and indirect contact (such as advertising, word of mouth) brand evaluation. Increase brand loyalty, which is extremely important to expand market share, an enterprise’s survival and development. Therefore, Brand loyalty is the core of the brand value. (Atilgan, Aksoy and Akinci, 2005). It is believed that brand loyalty, resulting in the marketing advantages and outcomes (such as lower marketing costs, premium, market share, greater trade leverage), and has been with the brand equity is closely related to the path.http://ukthesis.org/dissertation_writing/Marketing/

 

The image surrounding a company's brand is the principal source of its competitive advantage and is therefore a valuable strategic asset. Unfortunately, many companies are not adept at disseminating a strong, clear message that not only distinguishes their brand from the competitors', but distinguishes it in a memorable and positive manner. The challenge for all brands is to avoid the pitfalls of portraying a muddled or negative image, and instead, create a broad brand vision or identity that recognizes a brand as something greater than a set of attributes that can be imitated or surpassed. In fact, a company should view its brand to be not just a product or service, but as an overall brand image that defines a company's philosophies. A brand needs more than identity; it needs a personality. Just like a person without attention-grabbing characteristics, a brand with no personality can easily be passed right over. A strong symbol or company logo can also help to generate brand loyalty by making it quickly identifiable.#p#分页标题#e#

 

Brand is by far one of the most important factors influencing an item's success or failure in the marketplace, and can have a dramatic impact on how the "company behind the brand" is perceived by the buying public. In other words, the brand is not just a representation of a company's product; it is a symbol of the company itself, and that is where the core of brand loyalty lies. 

品牌定位

Brand position

Here is the example that the right brand position takes effect in the market. Seven-up soda advertisement position strategy is very successful. Seven-up’s slogan in 1975 in the advertisement is “It's 7 Up, it's uncola ", the short “uncola” advertise brand position, make Seven-up become an alternative drink between cola-type beverages, then the sales straight up, followed "Coca-Cola" and "Pepsi" become the world's third largest soft drinks. Why Seven-up success? First, it fully understand the "Coca Cola and Pepsi own a huge market share not only in United States, but also in the world. But at the same time they have limit that they are all cola. Elect its weaknesses and insufficiency to fill the vacancy in the market. “Habitual buying behavior exhibits little perceived difference between the possible brands and low consumer involvement. This is a product that consumers purchase often and they will typically buy a particular brand out of habit. Consumers do not extensively search for new product information because they buy based on brand recognition. Marketers of habitual products typically use lower prices and sales to stimulate the habit of buying their particular product.” (Bryan Cohen) “Uncola” give consumers a pleasant change and have another choice in the market. 

不同的社会和文化背景会导致品牌与消费者之间的不同的理解。在某种意义上，这将有对客户行为产生影响。

Different social and cultural background will cause different understanding of the brand between consumers. In some senses, that will have impact on customer behavior. In cross-cultural business, the people with different cultural backgrounds, they have diametrically opposite understandings of the same brand. For these reasons, led to many international famous brands misconstrued. Such as in the first half of 2003, Lenovo's "Legend" was changed to " Lenovo”, in order to prevent the cultural misunderstanding during internationalization of the Lenovo brand.

 

 “The image surrounding a company's brand is the principal source of its competitive advantage and is therefore a valuable strategic asset. In fact, a company should view its brand to be not just a product or service, but as an overall brand image that defines a company's philosophies. A brand needs more than identity; it needs a personality. Just like a person without attention-grabbing characteristics, a brand with no personality can easily be passed right over. A strong symbol or company logo can also help to generate brand loyalty by making it quickly identifiable.” (2011).#p#分页标题#e#

 

Based on Erikssoon and Wiedersheim-Paul (2006) the aim of the study is to describe the results of what is to be achieved and hoes the outcomes could be employed. In the light of Yin (2003) the design study has three stages: exploratory, descriptive and explanatory.

 

Exploratory studies are typically done for three purposes: to satisfy the researcher’s curiosity and desire for better understanding, to test the feasibility of undertaking a more extensive study, and to develop the methods to be employed in any subsequent studies.

 

Because of these differences above, the study may be classified as a descriptive study purpose, due to the fact that the study purpose is to analysis the relationship between the brand and customer behaviour after collect data from customers. The explanatory purpose of the study is used to from the beginning to explain what factors determine the customer behaviour, the conclusion is a causal relationship.