到了現(xiàn)代，品牌成為影響我們選擇商品和服務(wù)的重要因素。它通過品牌識別系統(tǒng)與獨(dú)特的消費(fèi)體驗(yàn)讓企業(yè)建立起無形的品牌資產(chǎn)，使企業(yè)具備強(qiáng)大的影響力。優(yōu)秀品牌形象配合其傳播策略可以讓消費(fèi)群體快速形成廣泛的認(rèn)知，并且可以通過建立品牌價(jià)值認(rèn)同，形成對品牌其他產(chǎn)品愛屋及烏式的信任。

為什么品牌會對人產(chǎn)生影響呢？

人類之所以從萬物中脫穎而出并成為地球上的主宰，主要得益于認(rèn)知革命。認(rèn)知革命讓人類產(chǎn)生了虛構(gòu)故事的能力。虛構(gòu)故事讓智人獲得了前所未有的凝聚力，得以突破群體人數(shù)限制。隨著故事越編越大，越編越精細(xì)，越編體系越完備，于是有了信仰、體制、主義、道德準(zhǔn)則。這些人類虛構(gòu)的，不是真實(shí)存在的理論，只要人人相信，就可以讓上億人凝結(jié)成融合的群體。

如今，人們虛構(gòu)故事的能力進(jìn)一步提升，發(fā)展出了“想象社群”，民族”和“消費(fèi)大眾”就是典型的“想象社群”。所謂的消費(fèi)大眾，即消費(fèi)市場的想象社群，這一群人雖然彼此并不相識，卻有相似的審美觀和消費(fèi)行為，從而形成身份認(rèn)同，被定義為一個群體。

品牌的消費(fèi)群體同樣也是典型的“想象社群”之一。品牌以及其背后的企業(yè)我們是如何衡量他們的存在的？如果將蘋果公司所有的產(chǎn)品、工廠、總部辦公大樓都摧毀，蘋果公司會依然存在，蘋果公司的核心品牌價(jià)值與資產(chǎn)不存在于物質(zhì)實(shí)體中。赫拉利教授認(rèn)為，企業(yè)實(shí)際上是沒有確切實(shí)體的存在的，而是人們集體的想象。這就是“想象中的現(xiàn)實(shí)”的力量，它不僅成就了公司，還構(gòu)建了當(dāng)代社會其他有價(jià)值的東西：民族、民主思想、人權(quán)、社會規(guī)則、法律、社交禮儀等。認(rèn)知革命讓智人生活在自己構(gòu)建的雙重現(xiàn)實(shí)之下：一方面擁有土地、河流、山林、牲畜、建筑等客觀現(xiàn)實(shí)；另一方面則虛構(gòu)故事，構(gòu)建信念相同的國家、社會、企業(yè)。

因此，對于企業(yè)來說，要創(chuàng)建一個強(qiáng)有力的核心資產(chǎn)，就必須在產(chǎn)品之上構(gòu)架一個有說服力的故事，讓目標(biāo)消費(fèi)群體相信其品牌的價(jià)值。例如，使用GUCCI、Hermes、LV產(chǎn)品的人們走在街頭，他們會因?yàn)閾碛羞@些品牌而感到自己獲得了時尚、高貴的身份識別。越強(qiáng)大的品牌，越能讓消費(fèi)群體對其構(gòu)建的品牌價(jià)值和故事深信不疑。現(xiàn)代商業(yè)社會發(fā)展的重要特點(diǎn)就是注重塑造具備差異化的品牌價(jià)值。

企業(yè)利用品牌形象和營銷策略，建立與眾不同的品牌聯(lián)想，從而為產(chǎn)品賦予了一層品牌價(jià)值，品牌由此產(chǎn)生了溢價(jià)效應(yīng)。品牌價(jià)值的共同想象，讓消費(fèi)者進(jìn)行產(chǎn)品或服務(wù)體驗(yàn)的時候增加了一層精神層面的愉悅感，甚至成為了消費(fèi)者身份品位、審美認(rèn)同、階層的象征。一個強(qiáng)勢的品牌形象可以發(fā)揮出強(qiáng)大的魔力，讓該企業(yè)的產(chǎn)品在市場中脫穎而出，從而形成用戶黏性。

在市場競爭白熱化的現(xiàn)今社會，供應(yīng)鏈、生產(chǎn)手段日益透明化，很多企業(yè)經(jīng)營和銷售都舉步維艱、利潤率下降。企業(yè)在消費(fèi)者認(rèn)知中樹立品牌形象與價(jià)值的重要性已經(jīng)不容忽視，沒有成功構(gòu)建品牌資產(chǎn)的企業(yè)很容易陷入低端價(jià)格戰(zhàn)的泥潭中。

In modern times, brands have become a crucial factor influencing our choices of goods and services. They achieve this by establishing intangible brand assets through brand identity systems and unique consumer experiences, granting enterprises significant influence. A strong brand image coupled with strategic communication can quickly form widespread recognition among consumers and foster a transferable trust in the brand's other products through the establishment of brand value identification.

Why do brands have such an impact on people?

The emergence of Homo sapiens as the dominant species on Earth can largely be attributed to the cognitive revolution, which endowed humans with the ability to craft fictional narratives. These narratives provided Homo sapiens with unprecedented cohesion, enabling them to break through the limitations of group sizes. As these stories grew larger, more detailed, and more systematic, they gave rise to beliefs, institutions, ideologies, and moral codes. These are human constructions, theoretical entities that do not exist physically, but as long as people believe in them, they can unite millions into cohesive groups.

Today, the human capacity to create stories has further evolved, leading to the development of "imagined communities," where 'nations' and 'consumer masses' serve as prime examples of such communities. The term 'consumer mass' refers to a market segment where individuals, though strangers to one another, share similar aesthetic views and consumption behaviors, thus forming an identity and being defined as a group.

The consumer base of a brand is also a typical example of an "imagined community." How do we measure the existence of a brand and the companies behind them? If all of Apple Inc.'s products, factories, and headquarters were destroyed, Apple would still exist because its core brand value and assets do not reside in physical entities. Professor Yuval Noah Harari argues that enterprises are essentially intangible entities, existing in the collective imagination of people. This is the power of "imagined realities," which not only create companies but also build other valuable aspects of contemporary society: nations, democratic ideals, human rights, social rules, laws, social etiquette, etc. The cognitive revolution allows Homo sapiens to live under a dual reality: one that includes tangible elements like land, rivers, mountains, livestock, buildings, etc., and another that constructs shared beliefs and narratives within nations and societies.

Therefore, for enterprises to create a powerful core asset, they must construct a compelling narrative around their products, making the target consumer base believe in the brand's values. For example, people using GUCCI, Hermes, or Louis Vuitton products often feel a sense of fashion and nobility when seen in public with these brands. The stronger the brand, the more its consumer base believes in the constructed brand value and narrative. A significant characteristic of the development of modern commercial society is the emphasis on shaping differentiated brand values.

By utilizing brand image and marketing strategies, enterprises establish distinctive brand associations, thereby endowing products with a layer of brand value, creating a premium effect. The shared imagination of brand value provides consumers with an additional layer of spiritual satisfaction during product or service experiences, even becoming a symbol of consumer identity, taste, and aesthetic alignment. A strong brand image exerts considerable power, making the enterprise's products stand out in the market and fostering user stickiness.

In today's fiercely competitive society, where supply chains and production methods are increasingly transparent, many businesses face operational and sales challenges, leading to declining profit margins. Establishing a brand image and value in the minds of consumers has become indispensable. Enterprises that fail to build brand assets risk falling into the trap of low-end price wars.