Brand image, it is a brand the integral impression in user intelligence and typical feature, it is equal to a product to result from on certain level the core of gene sells a site, for instance of Woerwo's safety, BMW hold accuse, the batteries of the engine of this luxurious, cropland that run quickly, Biyadi... in consumer onefold demand intense or the circumstance with each respect balanced ability leaves the product, outstanding brand image can help brand and adversary photograph area lie between directly.
That is in China, like the figure that whether pays close attention to with consumer does the digital brand form that place of car look forward to communicates agree? On April 25, the socialization of artificial intelligence drive and have an insight into solution provider AdMaster expresses, be based on Social Master gregarious database, AI + HI (Human Intelligence) is united in wedlock, use model and algorithm, at the same time complement decides artificially, will 2019 Q1, the gregarious content cent related 86 cars brand is have representative, without nature of commercial purpose consumer sound reachs commercial hair post (PGC) , consider to discover through contrast: The brand sells the consumer that nod ≠ urticant site, there is notable difference between the form that the brand delivers and consumer attention figure.
Combine analysis of gregarious big data and automobile industry to study experience, adMaster compose was built exclusive a collection of illustrative plates of knowledge of digital brand image of automobile industry, layer upon layer run the drilling tool into the well analysed the index of brand image multistage of 86 brands, pass Natural Language Processing, differentiate negative reach neuter public feelings.
Be based on this, adMaster discovery: 2019 Q1, besides in " it is good by the experience to drive " " design sense is strong " " the exterior is pleasing to the eye " " have intense emotion " " motive force is powerful " wait for image of a few brand to go up, brand and consumer give height consistently attention outside, other form is nodded, brand and consumer are put in apparent difference.
For instance, the brand travels energetically " lead tide " " consideration client " " science and technology is banner " etc " lofty on " keyword, all discharge under one's name to swim in the attention of consumer, in the meantime, before consumer pays close attention to a rank to lean " security is high " " performance is outstanding " " wear well " " young " " use save worry " " interior trim is delicate " " ground connection is enraged " the key that waits for a keyword to be not a brand to publicize.
Besides the difference on integral figure acknowledge, to single brand image, the explanation of the brand also has bigger difference with the expectation of consumer.
Suffer for instance chase after hold in both hands " intelligence is changed " , the keyword that the brand transmits is general focusing " drive automatically " science and technology of this one forward position, and the intelligence that consumer thinks is more concern " auxiliary " this one practical function.
Meanwhile, be based on afore-mentioned data, observe discovery from another flank, current, the competitive posture with car deeply anxious look forward to is in of brand image deliver on have reflect racily.
Can discover, center at transmission in most car look forward to " drive the experience is good " " design sense is strong " " the exterior is pleasing to the eye " " have intense emotion " " intelligence is changed " etc a few a few " sell a site " when, the attention dot of consumer is more dispersive and multivariate, their demand bearing is more stereoer than the transmission of the brand. The result that this brings about: It is difference of brand transmission lack, bring about competition to deeply worried, 2 because did not satisfy the cognitive requirement of consumer,be, bring about product attention to spend low.
This discovers the inspiration of pair of car look forward to depends on, when the brand is transmitting his brand image, compare affectionate ego monologize, more important, it is to holding to brand image characteristic while, set out from consumer angle, formulate transmission strategy with consumer perspective and consumer language, let communicate thereby more efficient.
In addition, observe the PGC index of 86 cars brand and consumer index, can discover the brand follows customer to the acknowledge of ego apparent to also existing between the acknowledge of the brand chasm. On some brand image PGC ranks banner brand, its are ranked mediumly in consumer acknowledge not tall, and in brand transmission, did not emphasize the brand of some brand image particularly, it is however in the acknowledge of consumer, having not the expression of common.
For instance, about " the design feels strong " , adMaster discovery, PGC index ranks the A brand of the 1st, its consumer index is discharged only the 4th, PGC ranks the brand of the 11st, its consumer index is jumped however litre the 1st, in the brand of TOP15 of PGC index rank, be as high as 6 to drop gave consumer index TOP15, and the brand of unknown a dark horse on a list of names posted up of TOP15 of index of a PGC, its consumer index is ranked actually the 5th.
AdMaster passes word cloud analysis, found a reason, namely the difference of attention focus existence of the transmission language of the brand and consumer. Because be in,explain " the design feels " when, major brand " the exterior " and " move feeling " transmit a dot as core, and in consumer intelligence, "The design feels " more is to point to " costly move " build and " classical " inheritance.
Visible, if do not pay close attention to consumer nature lung-power, the brand is immersed in extremely easily " find oneself is good " error.
AdMaster has an insight into copartner Shen Saiyong (Albert Sim) express, "Brand image " to any brands, it is crucial, it affected customer directly not only the manner to the brand, also controlled them buy an option. In automobile industry, the consideration buys the customer of the car, online go up after seeking their favorite brand and type, final decision often differs with first thought. Accordingly, the health that resembles for form of guaranty card number develops, the proposal of AdMaster is: It is not to want Ren Jifa to exhibit in an attempt to to change, want however active, actively manages and control digital brand image; 2 it is for accuse it, the brand must have " global perspective " , mere fiducial the contest that assumes in a few a few surely tastes a body to go up, have a risk, because the hypothesis of the brand is likely incorrect, more plan to always cannot catch up with change now what is more,the rather that; 3 it is to be communicated effectively, the brand is OK the angle from consumer, the language that uses them expresses same point of view, go after all one-way communication mode is already complete now invalidation.
