A Theoretical Research On Mechanism Of Brand Force Formation And Dynamic Model Of Brand Force

21st century is the age of information. With the rapid development of media technology and the popularity of Internet, people living in the ocean of information are overwhelmed by the bombing of information. Time, attention and belief have become the scarcest resources. 21 st is the age of Homogenization Products. Because of the rapid development of science & technology and the significant improvement in productivity, the gaps between products are getting narrower. Consequently, customers have a hard time in making a distinction between similar products and making a right choice.How to distinguish a company from other ones that make similar products? And how to distinguish a product from similar products in 21st? It is the brand that not only makes a product special but also distinguishes itself from its similar products, why some product gains favor with customers and makes customers feel proud of having it, while some fails to draw customers' attention? It is the brand force that differs customers' attitudes toward different products.Then what is brand force? How does it come into being? In which way does it draw customers' attention? This paper will focus on these points.Currently, there is still no authoritative definition on the concept of brand force and not much particular research has been done into it in the academic world. Under such circumstances, the writer first comes up with a definition of brand force, then builds a Mechanism Model of brand force formation and analyzes the related influencing factors about the model. On this foundation, the writer creatively puts forward a new concept of the brand force model and makes a comprehensive theoretical analysis. These fruits of research will somehow shed light on related researches on brand and act as a guideline for companies to strengthen their products' brand force.The paper consists of six chapters:Chapter One is a Prolegomenon, which gives a brief introduction to the background, the main content and the innovation of the paper.Chapter Two is concerned with a summary of some concepts that are related to brand force.Chapter Three is about the Mechanism Model of brand force formation. In this chapter, the writer builds a mechanism model of brand force formation, and makes a comprehensive analysis of related influencing factors.Chapter Four is about the dynamic model of brand force. The writer establishes a dynamic model and analyzes every key factor in detail.Chapter Five is about how to strengthen brand force. Inspired by the Mechanism Model of brand force formation, the writer puts forward some ideas for companies to strengthen brand force.Chapter Six is a conclusion of the whole paper. In this chapter, the writer also points out the unavoidable shortcomings in the paper and states his directions in future research.