Kotler (cited in limopna hospital, chalit 2546:192) as the era of market-specific (Niche Market) focused on a specific target group, which is a small market, but can only make a profit, and continued business. He doesn't have to compete with big business, focused on the mass market (Mass Market) after the end of the 20th century, the 21st century up until the present era of said that as the market focuses on a relationship (Relationship Marketing: RM) was the era of the need to create a relationship with the customer, which is a matter of technique and technology come to help to overcome the clients and trying to maintain a customer for as long as possible to keep a lifetime (Lifetime Customer) the better. At the same time, in addition to marketing and creating a good relationship or above customer expectations, and then another that marketers in the current era, the importance is greater than in the past: the story of "branding" (Brand), which can be considered as the heart of this medieval market (Bond and Kirshenboum, 2000:207) so many marketers said the current market into the era brand called "Age" Brand (witwat Chai pani, 2546:4). As a result, that the market environment has changed. A variety of more items.A lot of brands. In addition, the use of different media for advertising, or publishing information about a product to consumers, it added. While the product classification (Market Segmentation) Digest A large number of customer consumption behavior gradually changed. Consumers have more choice in the selection of each type of product to which the consumer has a lot of branding and brand (Brand) has become an important base for the selection of consumer goods. Brand said that as of the reasons and emotions causes the decision to purchase items which one is greater than another brand brand brand (Ludlow and Schmidt, 2002:1). So branding (Branding) is more important in markets around the world because it can create a brand recognition and consumer hearts, at all times shall have a continuous comparison than other brands in the same product, and most certainly shall result in the growth of sales items.Therefore, the brand (Brand) and branding (Branding) is something that every business marketers to look at good and strong brand can generate added value (Value Added) to a product or service, and that business has been very mayomhasan. For example, the case of Coca Cola With the calculation of the value of the brand is a part of the book value as the market price (Market Capitalization) found that 51 per cent of the value of the company, or are quoted approximately 72500 million United States as the value of the brand (Brand) (Translation by nathokmon D'Alessandro, 2001 merit salvation take niche, 2545 (2002): introduction). Or the case of the Mekong and other liquor brand under the production of the liquor factory, which when bangyikhan 2542 (1999) Bidding is open, it appears that the plant is high in price to 8 auctions, 251 million, which, if broken, experts analyzed that the value of plant and machinery, it was found that approximately 5, 000 million baht in value as the value of the brand the brand liquor in the Mekong and the production lines of the plant alcohol bangyikhan (2544 (2001) witwat to succeed,: 70). This is why the brand is a property, the owner of the goods, or the marketer will need to preserve and maintain the brand (Brand), is remembered for a long time as long as the customer (witwat Chai pani, 2546 (2003): 4).The above is part of the marketplace. Business travelers. Student branding Audience as well as the owner of the goods, we see the value of travel and branded as the value of the assets of the Organization and try to keep branding to occupy an area in the brain, and the mind of the consumer, to result in the behavior of their brand purchases. In particular, if ekapong occurs the consumer brand (Brand Loyalty) is good and indicate the success of branding them as well, so the owner of the goods, or the marketer must try to make the media item to the consumers Golden Bull + every man. With the various international strategies (Strategy), with a wide variety of media (Media/Tool) with the message (Message) that dominate the consumer mind and charm. Therefore, on the part of consumers as users of products and brands, so as a victim is to strain to hit with the cue or any other information about many brands to penetrate China into pole and brain, heart, consumers should consider and how will consumer branding, grasp or referred to as "Brand Literacy" to not be dominated by those substances (Message) for various types of branded range of chess rather than to auditory senses of consumers. Until may, the consumer decides to purchase a product or service because of the flavor of the brand that offers a neglected take into account travel until you have functional or actual value of the goods and services more than response. Love mood or emotion to Flash suddenly, evil with the brand. The issue about "know as ' paradise" is an issue (Brand Literacy), one of a handful of determined to help raise the guard to protect the rights of consumers and to help remind consumers to understand the brand (Brand) seriously and not to be as fascinated with Maya.The value of the cargo owners or marketers to make their offer anymore. However, before it can be discussed in detail above. The author will discuss the meaning and elements of the brand (Brand), as well as to create and route of the brand to become understandable in the beginning before it issues towards creating "Brand Literacy" here.Best Alex Goslar (2546:129) discusses the elements of the Brand, which is known as the heart of Goslar Brand consisting of four features: 1.) by mainly describe the items in each brand. And sometimes the duty of media can be good with emotions.2) is something that explains the differences that are not just superficial, but it is something tangible, and compare.3. the nature of individuality is the Brand) to reflect the.
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