“品牌信仰”的再思考  

Rethinking Brand Belief

作　　者：王世龙[1] Wang Shilong

机构地区：[1]辽宁师范大学文学院

出　　处：《现代广告》2023年第5期31-35,共5页Modern Advertising

摘　　要：品牌是企业的营销战略核心和重要无形资产。当前传统营销面临诸多困局。品牌的价值不仅在于物质层面,更在于消费者心理和精神层面的认同和信仰。本文以品牌为原点,基于消费者心理、精神层面和哲学视角,提出建立品牌信仰的五大要点:信仰力、价值观、精神性、仪式感和符咒化。The brand is the core of an enterprise's marketing strategy and an important intangible asset.At present,traditional marketing faces many difficulties.The brand value lies not only at the material level,but also in the consumer recognition and belief levels in terms of psychological and spiritual perspectives.This article raises five aspects of building brand belief based on an integrated analysis of consumer psychology,consumer spiritual demand,and philosophical perspective:belief power,values,spirituality,ritual,and Incantation.

关 键 词：品牌信仰 信仰力 符咒化 仪式感 

分 类 号：F27[经济管理—企业管理]