基于顾客忠诚的品牌资产提升模型

从顾客的心理能级出发提出品牌资产由品牌认知度、品牌知名度、品牌联想度、品牌美誉度、品牌忠诚度构成。在顾客心理能级中最重要的是顾客的品牌忠诚度,它集中体现着品牌资产的价值。顾客品牌忠诚的形成是一个复杂的过程,可以用期望效用理论、满意度理论和刺激—反应的学习理论来解释。品牌忠诚一旦形成,就会对品牌资产产生影响。基于顾客忠诚,又提出了品牌资产提升的双循环模型。外循环着重提高顾客的品牌忠诚度,忠诚度的提高将会带动内循环各要素的协同作用,并向有利于品牌资产提升的方向变动,最终提升品牌资产。

Brand Assets Promotion Model based on Client Loyalty

From clients' mind level,the brand assets are made up of brand cognitive degree,brand awareness degree,brand association degree,brand beauty degree and brand loyalty degree.Brand loyalty degree is the most important one and epitomizes the value of brand assets.The forming of brand loyalty is a complex course,which can be explained with expectation utility theory,satisfaction degree theory and stimulation-reaction learning theory.When brand loyalty once forms,it will affect brand assets.Based on client loyalty,this paper also puts forward the bi-circulating model of brand assets promotion.External loop theory emphasizes on advancing the brand loyalty degree,which brings along the synergy of recycling elements,and which helps promote and finally enhance the brand assets.