Brand is the symbol that distinguishes one commodity from another, and it is the representative of the unique personality of the commodity. As a commodity is gradually loved by consumers, its brand is becoming more and more popular. Brand is not only a symbol representing a product, but also reflects the intrinsic value of the product. A good brand reputation is the most important intangible asset of an enterprise. With the social progress and economic development, people's living standards have been continuously improved, and the consumption structure has undergone great changes. When the material consumption of maintaining physiological needs, such as food, clothing, housing and transportation, is basically met, people's spiritual consumption needs become more and more prominent; Consumers pay more attention to psychological and emotional satisfaction when buying goods than before. In these aspects, the role of brand is becoming more and more important.
Specifically, the role of the brand can be summarized as follows: first, recognition. The brand itself has clear meaning, clear goals and strong pertinence. As long as a brand is mentioned, it can evoke memories and associations, feelings and emotions in consumers' minds, and at the same time realize what it refers to; The second is information concentration. Brand name, logo and logo language are rich in meaning, profound, humorous and specific, and appear in the form of overall information about the brand held by consumers; The third is safety. A well-known brand, especially a famous brand, enjoys a high reputation in the long-term market competition, which brings confidence and protection to consumers and can meet the material, functional and psychological interests that consumers expect. The fourth is added value. Added value refers to what consumers appreciate beyond the basic functions of products. In a word, the function of brand is to provide consumers with all kinds of premium enjoyment except the goods themselves.
2. Analysis of the psychological law of consumer behavior.
Many consumers in the market follow certain psychological laws in their behavior. First, through various channels, a preliminary cognition is generated, and then with the strengthening of cognition, attention is generated. At this time, everyone's different psychology is combined to generate desire; People's desires are varied, but only by combining with actual desires can effective demand be generated. Usually, people are not clear about their desires, or they know clearly, but it is not convenient to express them clearly. Therefore, the demand generated on the basis of desire is often unknown to consumers themselves, let alone businesses. What do you want, consumer? This is not a simple question. For consumers under different conditions and markets under different environments, there is no definite answer.
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As far as the psychological law of consumers' brand cognition is concerned, it can be preliminarily summarized as such a process: brand information-> attention-> perception-> memory-> association-> purchase motivation-> trial-> evaluation-> attitude. What should attract our attention is that in each of the above steps, it is not inevitable, there are too many uncertain factors, or the effect of a certain step is greatly reduced, or this step. How to effectively control the process of consumers' psychological law of brand awareness requires a deep understanding of the relationship between consumer behavior and brand.
3. Analysis of the influence of brand on consumer behavior under different conditions;
3. 1 When there is no strong brand in a specific market, when a brand appears as a strong brand, the strong brand has great influence on consumers. This can explain that in the late 1980s and early 1990s, in many fields, with the emergence of strong brands of multinational corporations, many national brands in China were defeated one after another. This phenomenon is still repeated in various fields and regions of China.
This is because a strong brand has an impact on consumers' psychology, giving people the feeling that they want to try it. That is, the brand information in the process of so-called psychological law quickly reaches the stage of association, purchase motivation and trial; Once you try, because of the good practice effect, you can get a good evaluation, a good attitude and a good reputation, and finally achieve trust, reinforcement and emotion. It should be said that the influence of strong brands on consumer behavior is the most general situation of brand influence on consumer behavior. All brand strategies are ultimately aimed at achieving such an effect.
3.2 When the first brand has been mastered by competitors in a specific market, the competitive strategies of other brands are more complicated. One of the more ingenious things is that promoting yourself as a second brand can often achieve unexpected results.
For example, Avis Taxi Company of the United States has been losing money from the establishment of 1952 to 1962, and by the end of 1962, the loss has reached1250,000 US dollars. At that time, the taxi industry had a market of $250 million a year, among which Hertz Car Rental Company had an absolute advantage, with a turnover of $64 million, while AVIS had only $65.438+0.8 million. In order to change this situation, Avis invited the most acclaimed DOB advertising company in new york to design advertisements for it. After careful investigation and repeated research, DOB company put forward a great advertising plan: we are No.2 (we are No.2). In advertising, enterprises often flaunt themselves as the first, the best, the better, and so on. No one has ever publicly said that they are the second and inferior to others. This is undoubtedly a very unique idea. Ives approved the plan and explained the advertisement to the heads of more than 80 branches across the country. Make use of various media to carry out publicity, and ask all employees to practice the spirit embodied in advertisements. Now, whenever there is an important party, the employees of the company will shout in unison like children in kindergarten: "Avis is only N 0.2 in the car rental industry, so we have to refuel!"
Avis' novel and clear advertising positioning has greatly attracted consumers, and the sincere and modest spirit in Avis' advertisements has strongly won the trust and praise of consumers. The thoughts and actions of all employees in the company have been unified as never before, and everyone is working harder. Claiming to be "second", the result is a situation of competing for the first place.
Judging from the psychological law of brand's effect on consumers, the brand strategy in this case can also attract consumers' attention, and the improvement of actual work quality can make the psychological law process happen smoothly. This example vividly shows that if a weak brand can't be a strong brand, it can also do something, as long as it can attract the attention of consumers, and then the process of psychological law will happen smoothly.
3.3 Different brand positioning has a great influence on consumer behavior. The psychological needs of the public are individual, but they can also be divided into different classes from the perspective of * * * *, thus creating a positioning problem for marketing work. Different groups of people are often only interested in goods with specific positioning. It is difficult for commodities that do not conform to the psychological orientation of specific groups to produce the psychological law flow that merchants hope.
In the field of goods related to fashion, identity and status, the influence of brand positioning on consumer behavior is particularly obvious. Rolls-Royce and Mercedes-Benz are very attractive to rich people, while BMW mainly attracts rich women. Marlboro cigarettes are full of charm for urban men and women who pursue a free and easy life.
The great effect of brand positioning on consumers is also manifested in the beverage market: the advertising positioning strategy of American "7-up" soda is very successful. "7-up soda, not coke. "7-up: the cola", a short "non-cola" advertising positioning, makes "7-up" soda another choice besides cola drinks, and its sales have soared, making it the third largest refreshing drink in the world after Coca-Cola and Pepsi. What is the secret of the success of 7-up? First, fully understand the huge market share of "Coca Cola" and "Pepsi Cola" in the United States and even the world. On average, for every three bottles of cold drinks consumed, two bottles are coke. Being able to "borrow a boat for a long trip" has the great advantage of "hitchhiking" At the same time, it is clear that they have one shortcoming: they are all cola-type. So as to choose its weaknesses and deficiencies to enter and fill the market gap. Coke is a must, and consumers have another choice. In this respect, the advertising appeal of "very cola" beverage of China Hangzhou Wahaha Group has the same effect. Coca-Cola and Pepsi-Cola are cokes from other countries, while Wahaha produces and sells China's own cokes, which caters to the national psychology of China people and has a good positioning effect.
How to divide the market and position the brand is of great significance to consumers' marketing. Good brand positioning comes from creativity and also from a deep understanding of social group psychology. Consumers themselves often can't clearly know their psychological needs relative to a certain kind of goods, and it may be a way of thinking to position themselves by combining the psychology and goods existing in a certain society or life.
3.4 Different social and cultural backgrounds also make consumers have different understandings of brands. In cross-cultural enterprise management, people with different cultural backgrounds have different understandings of the same brand. For example, there is a Japanese car brand called NOVA, which is understood as "immovable" when it is sold to Latin America. As for many brands related to animal names in Asia, they are often not correctly understood in Europe and America. For example, China's Jinji brand shoe polish is hard to sell in Europe and America, because the words related to chicken have obscene meanings in Europe and America.
It is these reasons that lead to the emergence of many international famous brands. Enterprises often just let brands have a simple symbolic difference. For example, in the first half of 2003, Lenovo's "Legend" was changed to "Lenovo" to prevent accidental cultural misreading in the process of Lenovo's brand internationalization.
3.5 The visual image of the brand has a very obvious effect on consumers.
According to the analysis of psychologists, 85% of people's information is obtained visually, so establishing a good brand visual image is the first choice for competition.
The visual image of the brand must be unified and stable. This is one of the important conditions for brands to attract consumers. A research report of stanford graduate school of business 1996 on the most famous brands in the world 100 shows that famous brands are still strong after being founded for a hundred years. Such as Procter & Gamble (1837), Johnson & Johnson (1886) and IBM( 19 1 1). The unity and stability of brand visual image are mainly manifested in four aspects: (l) Characters, such as Sony and Tong Ren Tang, have remained unchanged for decades or even hundreds of years, forming a unified and stable inherent image; (2) Graphics, Haier's brother graphics and Coca-Cola's variant graphics strongly show the charm of the brand; (3) Colors, such as broad and harmonious blue adopted by IBM and passionate, elegant and energetic red adopted by Li Ning brand, all symbolize the vitality of the brand; (4) The combination of words, graphics and colors, with illustrations and pictures, reflects the stereoscopic visual image of the brand.
Judging from the psychological law of the brand's function on consumers, the brand's visual image can play an obvious role in the process of this psychological law: it can attract attention, stimulate association, and finally produce emotional identification with the visual image, that is, realize loyalty to the brand.
3.6 The impact of brand dilution on consumer behavior. With the development of economy, the scale of enterprises is getting larger and larger, and diversification is often the choice of enterprises, so enterprises continue to extend their brands, thus diluting the original personality of brands.
"Goldlion" has always been the leading brand in high-end men's wear brands. "Goldlion, a man's world" is a well-known advertising slogan, which conveys the brand name and brand positioning to consumers simply and clearly in only eight words. However, in recent years, Goldlion is no longer a "man's world" because it has introduced women's wallets and accessories to the market. According to the traditional marketing theory, enterprises adopt brand extension strategy, that is, using existing well-known brands to jointly promote a series of products. The advantage of adopting this strategy is that it can save the advertising cost of cultivating new brands, but it is often easy to go astray in actual operation and fall into the "cake trap" of well-known brands. Exquisite women's handbags have impacted men's world, making Goldlion a brand for men and women, diluting the pride of men in the Han Dynasty and failing to win the favor of ladies who pursue femininity. This is because famous brands represent special significance and have a fixed position in consumers' minds. However, inappropriate brand extension strategies upset this positioning and weaken the brand's personality.
3.7 Brand names have a great influence on consumers' psychology.
In the market, we found that. Some brands are unforgettable, while others are bland and unattractive. A good brand name can stimulate the direct imagination of the public to the maximum extent, make people leave a deep impression in a short moment, and thus have a positive impression on the goods.
Bad brand names usually have a negative impact on consumers. One of the manifestations: sameness, lack of personality; For example, in Henan, "Shaolin Temple" is the brand name of more than 200 enterprises; The second performance: boring meaning, lack of association; Even people have bad associations; A pharmaceutical factory registered the trademark of "Wen Yao", which is easily associated with "Wen Yao".
A good brand name is as follows: 1 creative; The famous French brand "POISION" perfume is translated into "Cupid" in Chinese, and the original English meaning of the word "poison" is surprising. However, it is this strange idea that attracts many "curious people" and makes "poison" perfume popular all over the world. 2. conceive the image; China United Communications Co., Ltd.' s "Unicom" mobile phone, the brand "Unicom" makes people think of using mobile phones, which can connect all directions and all corners of the country. Its advertising slogan, Unicom Mobile, takes you to "play around" the world and exaggerates the utility function of mobile phones. 3 beautiful rhyme; Brands should be catchy, do not use words that are difficult to pronounce and rhyme, do not use words that are difficult to write and identify, and do not use words that are not beautiful in appearance, unclear in meaning or poorly transliterated. 4 with feelings; Psychological research has found that emotional names are helpful to memory, and brand names should first use words with emotional colors that can induce consumers' beautiful imagination. For example, "Wuliangye" in Yibin, Sichuan, formerly known as "miscellaneous grains wine", has a tacky name and no aesthetic feeling. "Wuliangye" not only shows that it is brewed from five kinds of grains, but also shows that its wine quality is like nectar and jade, which makes people famous all over the world and spreads all over the world under this name.
4. The interaction between consumer behavior and brand image is mutual.
Consumer behavior itself will have an effect on brand image, and then the changed brand image will have an impact on other consumers.
A specific brand image is closely related to the users of the brand. In the market, the brand positioning of enterprises is often distorted, and the distorted brand image affects the behavior of consumers. A typical example is the Shanghai Volkswagen hatchback POLO sedan that entered the market in 2002. Before the launch of this car, Shanghai Volkswagen made a lot of publicity for male car lovers. However, because of its exquisite appearance, POLO is considered by the market as a "mobile boudoir" only for women. This kind of market positioning deviation of POLO cars has surprised Shanghai Volkswagen. Therefore, the actual performance of the market is also the performance of this market positioning. Men rarely choose this car for themselves, and the buyers are mostly women. Although Shanghai Volkswagen has done a lot of market public relations work to correct the "wrong" market positioning, the effect is very limited.
In this sense, the brand image of goods is very complex and dynamic. Controlling consumers of specific brands is very important for maintaining brand image. From the perspective of brand building and maintenance, it is also reasonable to put out advertisements that "China people are not welcome to enter" in entertainment places that serve foreign customers.
In a word, the China market in 2 1 century has increasingly emphasized consumers' individualization and sensibility, so it is more and more important and complicated to grasp consumers' psychology. From the complex relationship between brand and consumer behavior, we can see the complexity of brand building and the interactive relationship between brand building and consumer behavior. A deep understanding of this will help us to avoid many detours and make many mistakes in the process of brand building and maintenance.