Building Stronger Brands

N054_CNT_Building Stronger BrandsBrands exist in a constantly changing world. But the role brands play in people’s lives has not changed and people themselves change more slowly.

There is ample evidence to show that, even when conditions are in constant flux, the way humans gather and process information and make choices is more constant. For businesses, understanding people provides a relatively stable strategic anchor. There are also significant new approaches based on neuroscience and behavioural psychology that mean we know more about human decision processes than ever before.

Many of the questions businesses ask about their brands boil down to “how well are we doing” and “how can we do better?”

建立更強壯的品牌

品牌,生存在一個不斷變化的世界裡,但在人們生活中扮演的角色一直都沒有改變,而人們自身的變化,也逐漸趨緩。事實上,已有充分的證據證明,相較於起伏不定的外在條件,人類在蒐集及處理資訊,並根據這些資訊作出選擇和判斷的方式,是相對穩定和一致的。對於企業來說,充分瞭解消費者可以為企業帶來較穩定的基礎。此外,現在有許多以神經科學及行為心理學為基礎的研究方法被廣泛使用,說明現在的我們已經比以往更加瞭解人類的決策過程。

企業們會有許多和他們品牌相關的問題,而這些問題最終都可以歸結為:我們的品牌現在做的如何?我們該如何才能建立更好的品牌力?

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