For a long time people in the concept of the brand and its value is generally recognized that the value of their own business reflects the value or reflects a trademark rights. This concept caused many companies blindly from the unilateral investment in the creation of the brand, according to which one day to become a brand name, ignoring the relationship between brand and consumer awareness of brand building and brand value. In recent years, the practice of successful foreign brand strategy shows that: brand is a consumer-centric concept, there is no consumer, there is no brand, brand and consumer relationship between the development and maintenance of the brand value is the best characterization.

Well-known American brand research expert Kevin? Ryan? Kevin Lane Keller (1998) based on the long-term brand research based on the consumer brand-based brand value concept (Customer-based Brand Equity), the basic idea is from the consumer and brand relationship awareness brand value, and Not from the financial point of view to measure the brand value. This new point of view shows that the strong brand has a high value because it not only has a higher visibility, more importantly, the brand and the consumer has established a deep relationship, that allows consumers to experience what it represents interest. Once consumers connect the brand to tangible and intangible benefits, consumers will take the initiative to buy, be loyal to the brand, and be willing to pay a higher price for it. Therefore, the brand value is reflected in the relationship between the brand and the consumer. A strong brand can exist because it can create value for consumers, bring greater benefits.

Modern cognitive psychology research that people rely on fragments of information to identify objects and understanding things, the so-called subjective cognition. It is subject to individual values, lifestyle and living conditions and other factors. The brand as a product of the logo, it can be used to characterize and create the difference between similar products, consumers are by virtue of the brand to produce a feeling and experience (subjective cognition) to help them choose or identify the product. This is the brand awareness. This is an important aspect of the value of brand equity.

Research shows that brand awareness in the minds of consumers to form an invisible identifier, its basic function is to reduce the people in the purchase of goods when the energy and time spent. At a deeper level, the brand is the expression of the emotional demands of people, it reflects a way of life, life attitude and consumer attitudes. Brand is the case for consumers, it is high reputation, high strength, high impact of the information, to induce consumers to focus on branded goods, and guide consumers to buy branded goods. Branded goods all reflect a way of life and its values.

Brand goods in the minds of people on behalf of the user has that kind of identity, status and personality. More importantly, the brand can give consumers a cultural added value, to the community to spread a concept, consumers buy and consume high quality and reliable brand of goods, can feel the corresponding identity, status, honor and self-confidence, to obtain Psychological some kind of satisfaction and experience, enhance the effectiveness of consumers. For example, when people drink Coca-Cola, in addition to for thirst, more people are consciously or unconsciously to meet the enjoyment of American culture, a psychological experience.

Brand awareness is the basic form of consumer brand loyalty. In the marketing, the introduction of a new brand's original purpose is to make the brand is widely recognized, so as to achieve brand awareness.

Brand preference is reflected in the depth of a brand preference, this time consumers can clearly like a sign, exclusion of other competitive brands, as long as they can buy, he will buy this brand. However, if this brand can not buy, consumers may also accept its alternative brand, and will not spend more energy to find, buy this brand of products. For marketers, as long as a considerable number of customers to establish a specific brand preferences, they will be able to effectively compete in the market.

Brand perseverance or brand belief reflects the consumer strongly favored a brand, unwilling to accept alternatives, and willing to get this brand of products to spend a lot of time and effort. If a consumer who is dedicated to a brand goes to a store and finds that there is no sign of what he wants, he will not buy a substitute brand. Brand dedication is the highest level of brand loyalty.

So the brand building design should pay attention to the following aspects:

First, there must be a series of ways to understand and understand the characteristics of consumer demand changes. Because the maximum extent to meet the consumer brand value experience is the core content of brand marketing.

Second, there should be a corresponding marketing strategy, continue to strengthen the brand differences. Because the failure of the product in the market a little bit, not the quality of the product itself, but consumers do not experience this product or brand and competitors have anything special.

Third, we must continue to understand today's consumer values change and development. Because only when the product or brand and consumer values have a high consistency between such a product or brand is likely to accept the market, the faster the market to the market.

Based on the above point of view the current implementation of effective brand strategy to strengthen the three aspects of awareness:

First, learn to analyze the characteristics of loyal consumers.

Brand marketing to study the characteristics of loyalty to the brand, to determine the positioning of its market. From the purchase of Colgate consumers found that the majority of loyalty is the middle income, many children (larger family) and pay attention to good health of the family, which Colgate company to accurately determine the target market.

Second, learn to analyze the characteristics of consumers who move away from their own brands.

By examining the customers who have moved away from their own brands, you can understand the weak links in brand marketing so that they can be corrected. If the number of transferers is increasing, the company must attract them by changing sales, but it is not easy to do that.

Third, to learn to analyze the consumer purchase decision-making process, which can be found brand marketing strategy.

The so-called analysis of consumer purchasing decision-making process mainly refers to: analysis of who is buying? Why buy? What to buy (brand)? What time to buy? Where to buy? And how to buy? and many more.