品牌活化原理与决策方法探窥——兼谈我国老字号品牌的振兴

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。

An Elementary Study on Principles and Decision-making Strategie of Brand Rejuvenation——A Concurrent Discussion on the Revitalization of Chinese Old Brands

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.