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Theoretical Analysis and Application Research on Factors of Brand Experience

Author: ZhouLiang
Tutor: YangDeLin
School: Tsinghua University
Course: Business Administration
Keywords: Brand Brand Management Brand experience Experience elements Notebook computers
CLC: F273.2
Type: Master's thesis
Year: 2010
Downloads: 251
Quote: 1
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Abstract


The contemporary economy , competition among enterprises , the competition between the products is increasingly reflected in competition between brands . Create a strong brand , increase brand competitiveness has become a major topic of the modern enterprise . The brand is built up through the process of contact with consumers , consumers experience in brand contact points to form judgments of the brand , which ultimately affect the brand satisfaction and loyalty . This article reviewed the meaning of the brand and brand value brand is actually the minds of consumers feel this feeling it is through the \This article will then experience the meaning of the review, the exposition come to the definition of a \After they proposed the concept of brand contact points , brand point of contact is the contact between brands and consumers , link to resonate with consumers . Brand contact points so that consumers the carrier brand experience , which we call the elements of the brand experience . Draw on the research of scholars in the past , we proposed six brand experience elements , people, products , services , brand identity, communication and terminal . These six elements were described in detail , noting that the brand in order to obtain a high degree of satisfaction and loyalty , you need to do a good job in which all the elements are on the point of contact in each brand gave consumers a good feeling . Laptop brand empirical research and case studies . Through a combination of two research methods found in the experience of the laptop brands , products, services , communication and terminal were the most important of the four elements . Those loyal brand is not in some ways the most outstanding brand, but in four areas have done a relatively good brand . This study will not only enrich the study of the theory of brand , but will also have the actual brand management practices play an important guiding significance .

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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