品牌已不再是纯粹的标识，而是竞争力的重要体现。它作为一种无形的资产，代表着企业或其提供产品服务的形象和素质，是影响消费者选购商品的重要因素。在现代企业市场营销中，品牌是一个以消费者为中心的概念。企业要想打造成功的品牌，必须了解消费者对品牌的认知程度，从而运用具体措施来提高品牌竞争力以及客户忠诚度，更好的进行品牌培育。本文从品牌的相关理论分析出发，提出提高客户品牌认知度的具体方法，并选择一汽奔腾品牌为对象，通过调查问卷的方式分析客户对此品牌认知度的提高会给企业在忠诚度、核心竞争力和声誉等方面产生的作用。进而分析我国企业在品牌培育方面存在的不足，从而对中国本土品牌培育的实施提出几点粗浅的建议。【关键词（本论文范文的主要论点）】品牌客户品牌认知品牌培育
Abstract
A brand is no longer a pure logo, but the important embodiment of competitiveness. As a kind of intangible assets, the brand is representing the image or status of enterprises and products/services. It is also the important factor of consumer goods. In the modern marketing arena, the brand is a concept which considering consumers as the center issue. Enterprises willing to build a successful brand must have a thoroughly understanding regarding the brand awareness theories as well as the consumers’ attitudes toward brands, and then adapt effective and specific methods to increasing competitive capabilities and strengthening brand cultivation in order to achieve consumers’ loyalty. In this thesis, it will demonstrate the specific methodologies to promote customer brand cognitive according to the relative theories of brands. It selects Besturn as the target brand to do the survey and proves that enterprises can promote their brands loyalty and image, the core-competitive capability, as well as the reputation of the enterprises by increasing the customer brand cognitive. Meanwhile, it also analyzes the limitation of brand cultivation in China, and provides some suggestions for Chinese enterprises.
Keywords: brand customer brand cognitive brand cultivation
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