品牌的阴阳二重性——品牌形象的市场研究方法

品牌形象研究一直以来都是市场研究中最重要的领域之一。然而,品牌形象如何运作,它与品牌资产的关系是怎样的,它的组成要素以及形成来源是什么,这些问题作为品牌形象研究的前提,首先必须解决。本文旨在解决这些问题,并对品牌形象研究从定性及定量研究角度提供了一些具有代表性的方法。

The Yin and the Yang of Brands: How to Conduct Brand Image Research

As one of the most important domains in marketing research, brand imagery research has been heavily perplexing some researchers because of complicated statistic techniques and quickly developing brand image theory. Based on the author's experience in brand imagery research, this thesis identifies the premise of the Yin and the Yang of brands, stresses the importance of both "hard attributes" and "soft attributes", clarifies the composition and sources of brand imagery, and finally summarizes some qualitative and quantitative techniaues for brand imagery research.