Brands

我們都知道，一個能夠搧動情緒的故事比較容易被記住，而這些故事也常常能夠影響我們的行為，因此，以情感為基礎的廣告通常比較能達到廣告效果。不過，一個真正有效的廣告，需要的不只是一個好的故事。
本文將概述廣告商是如何巧妙地運用情感刺激來影響消費者在品牌之間作的選擇。我們檢視人們如何去注意經過我們設計的情感刺激、如何將其保存於記憶中、之後又是如何從記憶中進行檢索，最後基於這些結果來分析其中的相互作用是如何帶來人們對品牌的取得意願。
We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story.
This paper outlines how advertisers can make optimal use of emotional stimuli with the aim of influencing people’s brand choices. To do that, we look at how people pay attention to, and both encode into memory and later retrieve, emotion- linked stimuli. Finally, we look at this evidence in the context of advertising to draw some conclusions about how these interact to deliver desired brand outcomes.

我們都知道，一個能夠搧動情緒的故事比較容易被記住，而這些故事也常常能夠影響我們的行為，因此，以情感為基礎的廣告通常比較能達到廣告效果。不過，一個真正有效的廣告，需要的不只是一個好的故事。
We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story.

面對訊息傳播快速的網路世界，以及不同投保通路的快速發展，保險業者應該建立更鮮明的品牌形象。不論是透過強化第一線人員與消費者間的互動關係，或是設立標準的服務流程等方式，業者應該努力讓消費者在每一次的互動中，留下對該品牌的正面印象。In face of this fast-information-spreading world and fast development of different channels, insurance companies should make more effort to build distinctive brand image in a comprehensive way. To strengthen delivered brand image, insurance companies should pay more attention to the moment that customers interact with insurance companies.

長久以來打造品牌差異化是許多品牌的終極目標，但在成熟的產品市場，太多競爭者都能滿足相同的消費者需求，差異化不再是能長久經營的策略。打造一流的品牌資產，才是讓品牌致勝的關鍵！
Differentiation has for a long time been the ultimate goal for brands. However, in mature markets where so many competitors meet the same consumer needs, differentiation is rarely sustainable. Getting brand assets right is a more sustainable way to continue to stand out from competitors and drive your brand to success.

比起良好的產品表現，品牌親近度更是區分品牌、讓一個品牌成為消費者首選的關鍵。BVC模型能夠幫助企業了解他的品牌是否擁有該品牌規模應有的品牌取得意願，有效地將成長潛力最大化，或是將損失最小化。
Compared with performance, closeness is more likely to discriminate brands and push a band into being high ranked first. BVC (Brand Value Creator) helps you understand whether your brand has as much desire as it should, relative to its size. It can lead you to the best ways to maximise the growth potential, or minimise losses.