A Research Of Brand Identity Model Based On Consumer Study

Consumers as the main body of brand identity,through studying to understand and accept all kinds of brand information,so the intrinsic factors of brand identify should be consumer study.Then whether the consumer study has a role in brand recognition should be a new direction for enterprises.In theoretical research and practice,we understand that enterprises often tend the media resources or other channels to spread their brand information,but we can not guarantee that consumers will be able to receive information,even worse,sometimes consumers have no sense to receive information,they will directly filter out the information.Therefore,the enterprise only focuses on publicity of brand itself is relatively narrow,once the consumer comes into contact with the brand,it may just skip and will not recognize it.Exactly how do consumers identify,how do according to the factors that affect the brand identify to put forward targeted brand strategy.These should be the main direction of our research.The article for this problem,from the perspective of consumer study,to establish the factors influencing brand identity as research objects.Using consumer utility function theory to demonstrate the factors of consumer study and study methods,and build brand identity model based on consumer study.During the process of empirical research,using the questionnaire survey to obtain data,and use SPSS software to test the correctness of the brand identity model,like principal component analysis,factor analysis,correlation analysis,regression analysis.The article is divided into six parts.The first part describe the research background,the theoretical and practical significance,the domestic and foreign brand recognition theory review,research innovation,research ideas,research methods,etc.The second part comb and review the domestic and foreign brand identity model,and the definition of the relevant theories.The third part research the inherent mechanism of consumer study and brand identity.It mainly describes the various methods of consumer study the brand identity of the intrinsic link.It is pointed out that consumers main difference in brand awareness is mainly from study,and consumer study has become an intrinsic variable that affects brand identity.Building brand identity model based on consumer study and expounding its behavior process.The fourth part is empirical research.First we select brand industry as a research object.Second we send the full questionnaire after used the questionnaire to conduct pre-survey.Third we process and analysis the data obtained.Forth we use factor analysis method and main components analysis method to arrive at the main explanatory variables of consumer study in five methods.and return analysis method analysis classical conditional reflex,operational conditional reflex,image-based mechanical learning,vicarious learning and imitation,reasoning impact on brand identity.Last we get conclusion.The fifth part we can put forward corresponding brand strategies according to methods of consumer study.The sixth part is summary.We re–comb and highly summary the main content of the article,point out the deficiencies in the research.