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本篇paper代写- The core value of the brand讨论了品牌的核心价值。完整的品牌包括品牌的核心价值层和品牌的外延层， 品牌核心价值是一个品牌独一无二且最有价值的精髓所在，代表着品牌对顾客、消费者的终极意义和独特价值，品牌的外延层是指品牌的宣传语、标识等，品牌的核心价值决定着品牌的外延，品牌的外延反映品牌的核心价值。理性价值是感性价值的基础，感性价值只有建立在坚实可靠的理性价值的基础上，才更有意义和说服力。本篇paper代写由51due代写平台整理，供大家参考阅读。

Complete brands include two aspects: the content of the core value of brand and brand extension of layer, the core value of brand is a brand is unique and the most valuable essence, represents the brand the ultimate meaning and special value for customers, consumers, the brand of the epitaxial layer is refers to the brand slogan, logo, etc, the core value of the brand depends on brand extension, brand extension of reflect the core value of the brand.

The core value of the brand mainly contains two parts: rational value and perceptual value. Rational value is the basis of perceptual value, which is more meaningful and persuasive only when it is based on solid and reliable rational value.

Brand value is the foundation of the brand based on rational, focusing on functional benefit or related product attributes, such as efficiency, performance, quality, convenience, etc., can provide consistent, high quality and can be comparable to any competitor's product or service is successful brand essential factor, it is the foundation of most of the brands at the beginning of the brand and shelter.

Brand sentimental value to customers in the process of buying and using a certain feeling, this feeling and use the brand to consumers have given the deeper meaning and create a close relationship, perceptual tend to reflect the customer value, consumers to the brand on the emotional and psychological perception, this perception is the basis of establishing contact between customers, consumers and brand, brand represents culture and personality characteristics can influence the customers of the brand.

So where does the core value of a brand come from? The establishment of brand value is not a day's work, managers need to conduct in-depth exploration of brand value. In my opinion, the following four factors should be considered in both the rational value and the perceptual value of the brand:

The value basis of an enterprise includes the business mission and vision of the enterprise. The business mission of the enterprise is the fundamental reason for the existence of the enterprise. It defines the business scope of the enterprise, the products or services provided and their ways, as well as the value created for customers. The vision describes the future development direction of the enterprise, provides the target worth striving for for the internal stakeholders of the enterprise, and is willing to invest commitment and enthusiasm for this goal, which is the driving force of the enterprise's growth.

The development strategy of an enterprise refers to its strategic purpose and implementation path. The development strategy of the enterprise determines the focus of brand construction, brand structure and the category of refining the core value of brand. Enterprises can also develop different sub-brands and corresponding brand core values for different businesses.

Industry's core values is the key success factors of enterprise in the industry, is an important factor of successful operation of enterprises, refining on the core value of brands, enterprise managers need to understand what customers value factors, analyzing whether it consistent with the actual situation of enterprises, as a reference of choosing the core value of brand.

Consumers' brand knowledge consists of two elements: brand awareness and brand image. Brand awareness refers to the possibility and ease of thinking about a brand, which can be further divided into brand awareness and brand recall. The brand image reflects the brand association of a certain brand in consumers' mind, and the consumers' preference, intensity and uniqueness of the brand association are the important factors that make the brand knowledge differentiated and form the brand value. The brand knowledge of consumers is the starting point to reflect the brand performance of enterprises. Understanding the brand knowledge of consumers is an important way to test whether the core value of the brand is recognized by consumers.

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