摘要
认知心理学和社会心理学是西方品牌活化理论的两个角度,“品牌活化矩阵”(BRM)在此基础上提出。认知心理视角以基于顾客的品牌资产为核心,认为品牌活化应该从品牌意识和品牌形象两个方面进行;社会心理视角则以消费者-品牌关系为核心,提出品牌活化在品牌故事、理想化的品牌社群、品牌精髓和品牌悖论等四个方面的考虑。同时,归纳总结了品牌活化的一般决策方法,讨论如何把“品牌活化矩阵”用于中国老字号和老品牌的复苏和振兴。
The principles of western brand rejuvenation are explained from two perspectives： the cognitive psychology and the social psychology, based on which Brand Rejuvenation Matrix （BRM） is presented. The perspective of cognitive psychology, centered with customer-based brand equity, proposes that brand rejuvenation should proceed from two aspects： brand awareness and brand image. The perspective of social psychology, centered with customer-brand relationship, proposes that brand rejuvenation should consider four aspects： brand story, ideal brand community, brand essence and brand paradox. Meanwhile, this paper sums up the general decision-making strategies of brand rejuvenation and discusses how to revitalize and prosper the Chinese old brands with BRM.
出处
《北京工商大学学报（社会科学版）》
CSSCI
北大核心
2006年第6期50-55,共6页
JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES
基金
国家自然科学基金重点项目"中国本土品牌成长与创新研究"(项目编号:70632003)。
关键词
品牌活化
品牌资产
品牌意义
品牌活化矩阵
brand revitalization
brand equity
brand meaning
brand rejuvenation matrix
