摘要
品牌美学是强势品牌获胜的重要原因,品牌美学策略在感性消费环境下产生,是一种感性与理性相结合的营销方式。品牌美学可以从物理性与心理学两个方面来表现,起到提高顾客美誉度和忠诚度、产生品牌的溢价效益、打造竞争壁垒的作用。在品牌管理中运用美学的策略包括:把握消费者的审美需求、确立品牌的美学主题与风格、利用形式美元素提升品牌价值、营造独特的审美意境、创造客户体验、用真善突出广告传播中的内容美。
The brand aesthetics is the important cause of strong power brand winning. The brand aesthetics tactics comes into being under perceptual consumption environment, which is the combination of perceptual and reason. The brand aesthetics can be showed from the two aspects, such as physics and psychology, it can improve customer good reputation and loyalty, produce the brand premium beneficial result and make the barrier of competition. Brand tactics based on brand aesthetics visual angle include appreciation of grasping consumer needs of the beauty, establishing brand aesthetics subject and style, making use of form of aesthetics to promote value of brand, building distinctive appreciation of the beauty, creating customer experience and emhasizing the reality and honesty in propagation.
出处
《经济与管理》
2008年第10期89-92,共4页
Economy and Management
关键词
品牌美学
品牌策略
感性消费
brand aesthetics
brand tactics
perceptual consumption
