澳洲作業代寫-百事可樂的成功模式

澳洲作業代寫-百事可樂的成功模式
因此，百事成功地說服了這些消費者，並努力瞄准他們，使他們成為自己的消費者。百事可樂一直在用兩種發展模式構建品牌資產，一種是認知模式，即品牌意識的深度和廣度;第二個是關注，關注的問題是當人們想到百事可樂時是什麼感覺?(Kish, Riskey and Kerin, 2001)。百事瞄準了人們正確的心理共鳴，並在將其打造成一個擁有一系列信仰和經驗的全球品牌方面取得了重大進展。有些消費者喝百事可樂僅僅是因為想要體驗百事可樂所展示的體驗，這表明品牌有能力說服個體消費者改變他們的感知，他們的決定，做出不同的選擇，違背他們之前的意願和決定(Kotler and Armstrong, 2012)。 Thompson, Rindfleisch and Arsel(2006)談到了情感品牌，以及如何在創造一個與之相似的品牌形象時出錯，同時也破壞了情感品牌的潛力。情感品牌策略被耐克、IBM、麥當勞、蘋果和星巴克等多個品牌所使用，許多學者已經開始接受情感品牌策略的好處，以及它的反應能夠產生的後續效應(Atkin, 2004;羅伯茨,2004)。
當品牌信息與消費者的身份和生活融為一體時，這些品牌策略就會奏效。品牌進入消費者個人的生命價值通過觸摸系統,日常的感覺愛,仇恨情緒,保健,激情,和與這些感覺有親密關係與消費者引起強烈反應。這些品牌已經成功地引起了個人消費者的強烈興趣，他們往往與他們長期聯繫。然而，這種關聯往往會隨著消費者的價值體係發生變化而改變，品牌進入一種被視為違反某種倫理或道德準則的模式。品牌是喚起情感反應的全球機器，通過這樣做，他們贏得了他們的座右銘:從銷售中獲得更多的銷售和利潤。它們被設計成經久耐用，並進入與這些品牌相關的人們的生活。他們能夠說服他們使用心理學理論輸入和情感品牌。

澳洲作業代寫-百事可樂的成功模式

Thus, Pepsi wins in convincing such consumers and makes a striving effort of targeting them and then make them their consumers. Pepsi has been building its brand equity with two models of development, one is recognition, which asks how deep and broad the brand awareness is; and second is regard, which asks how do people feel when thinking about Pepsi? (Kish, Riskey and Kerin, 2001). Pepsi has targeted the right psychological chord of people and have made significant progress into making it a global brand with a set of beliefs and experiences. There are consumers how have drunk Pepsi only because the wanted to feel the experience that was displayed by Pepsi, indicating that brands have the power to convince individual consumers to change their perception, their decision, and make different choices against their previous will and decision (Kotler and Armstrong, 2012). Thompson, Rindfleisch and Arsel (2006) speaks about emotional branding and how it can go wrong in creating a doppelganger brand image and also undermine the potential of emotional branding. Emotional branding strategies are used by multiple brands such as Nike, IBM, McDonalds, Apple, and Starbucks among many and academic scholars have come to accept the benefits of emotional branding strategies and the after effects it is able to create with its response (Atkin, 2004; Roberts, 2004).
These branding strategies work when the brands message becomes integrated with the consumers’ identity and lives. The branding enters the individual consumers’ life by touching the value systems, the everyday feeling of love, hatred, emotions, care, passion, and get intimate with those feelings to arouse a strong response with consumers. These brands have been successful in arousing sharp interest from individual consumers and they tend to associated with them for long term. However the association often changes depending on the value system changes that take place in consumers and the brand getting into a mode which is seen as a violation of some kind of ethical or a moral code. Brands are global machines of arousing emotional response and by doing thus, they win in their motto of garnering more sales and profit from the sales. They are built to last for long and enter into the lives of people who then associated with these brands. They are able to convince them with their usage of psychological theory inputs and emotional branding.

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