了解消費者如何選擇品牌以推動品牌成長--章節1/2

當品牌變得突出之後,它在消費者有限的心理網路中,就成功地佔下了一席之地,而下一步就是成為首選,也就是與其它品牌相比,消費者進行選擇時,品牌必須具有最高的感知價值。而BVC模型可以讓我們了解消費者的心理網路,幫助品牌挖掘出變得與眾不同的機會。 BVC will help you understand where lack of saliency is the key challenge for your brand. Exploration of the mental networks around the category will help you identify opportunities for your brand to become more distinctive.

了解消費者如何選擇品牌以推動品牌成長--章節1/2

The author(s)

  • Keith Glasspoole Ipsos Connect, UK
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我並不一定「熱愛」某棕醬的牌子,也不會在社群媒體上與它「互動」,但因為我確實喜歡這個牌子的棕醬味道,所以我會一再購買。用更學術的方式來表達的話就是,我會根據我腦中已建立的心理網路,繼續對棕醬品牌作出習慣性的選擇,也就是我不需要經過思考就會這樣選擇,而其他的棕醬品牌將必須付出更大的努力才能影響這個選擇過程。不過,透過品牌評估,以及了解人們如何選擇品牌,其它品牌就能夠找到適合的品牌增長機會。而益普索BVC(Brand Value Creator)就是以這樣的基礎來測量品牌資產的研究方法。
BVC的計算是以受訪者對品牌的實際評估作為依據,有助於發長品牌成長的決策,且目前市面上還沒有比BVC更能夠反映市場佔有率及成長潛力的工具。BVC研究運行了10年,已經建立了龐大的數據庫,能讓我們從中瞭解品牌成長戰略。該數據庫反映了人們在不同品牌之間做出選擇的方式,以及隨著時間推移的演變。
I don't necessarily "love" the brand of brown sauce, and I certainly don't want to "engage" with it on social media – but I do love the way it tastes on a bacon sandwich, so I will buy it again. To put that in more academic language – I will continue to make a habitual brand choice of brown sauce, based on my established mental network. I will do this to the extent that I will not give it a moment's thought - and other brands of brown sauce will have to work pretty hard to disrupt that process.
By basing your brand evaluation around people, and the reality of how they choose brands – which is still governed by "analogue" mental networks, even if those networks can be digitally disrupted these days – then you can find the best strategy for growth.

The author(s)

  • Keith Glasspoole Ipsos Connect, UK