咯咯哒：鸡蛋品牌怎样破壳而出

市场问题 蛋品行业是一个历史悠久的传统产业，仅仅在中国，蛋品行业每年就有2000亿左右的大市场。虽然市场规模大，但是行业发展特别不平衡，市场竞争主要以价格为竞争手段，普通鸡蛋和品牌鸡蛋鱼龙混杂，品牌蛋里缺乏领导品牌，消费者对品牌鸡蛋的认知不足，品牌意识比较淡等等。咯咯哒作为中国蛋品行业唯一的一个驰名商标，仍面临着品牌形象不清晰，各区域市场竞争激烈等困境。     

小鸡蛋 大市场——咯咯哒蛋业品牌扩张之路

作为中国蛋品行业驰名商标，过去的一年的整合推广，已经建立起清晰的品牌形象。但是，面对日益激烈的市场竞争，如何抵御大量普通无品牌鸡蛋的低价冲击，如何让消费者认同品牌鸡蛋，如何占领更大的市场份额，成为咯咯哒实现品牌扩张必须解决的问题。     

即将爆炸的鸡蛋——圣迪乐村品牌建设

缘起铁骑军团 06年一个非常偶然的机会，我们接触到了圣迪乐的品牌负责人，在长达两个月的沟通后，促成了我们的第一次合作——共同推广圣迪乐蛋品，将其创造成为中国第一鸡蛋品牌。并在更长的时间，成为世界级的蛋品企业。     

消费者选择品牌鸡蛋消费意愿影响因素研究——以南京市场为例

本文的研究目的主要是意在了解目前消费者对于品牌鸡蛋消费意愿的总体概况,并且在此基础上运用LOGIT模型分析影响消费者对品牌鸡蛋的消费意愿。研究消费者对高品质鸡蛋的购买影响因素,无论对于品牌鸡蛋厂商的健康发展,还是鸡蛋市场的成长都具有非常重要的意义。     

英国：品牌鸡蛋细分四个等级

不知从什么时候开始，鸡蛋这种天然食品也有了品牌。与欧美等发达地区品牌化程度较高不同，在中国，鸡蛋品牌的出现只是近几年的事。品牌鸡蛋真比普通鸡蛋好吗？国外的品牌鸡蛋有哪些标准？中外消费者对品牌鸡蛋的接受程度有什么不同？《环球时报》记者发回了报道。     

浅析品牌鸡蛋的终端营销

鸡蛋品牌化的序幕已经拉开,市场需求趋势也非常乐观,由于品牌鸡蛋企业管理上粗放落后,营销手段比较简单,很难形成强势品牌。尽管终端在鸡蛋品牌营销中的重要地位已逐渐被厂家认可,但如何做好终端营销是迫切需要解决的一个问题。本文结合自身实践,探讨了品牌鸡蛋终端营销的一些策略,期望对企业有所帮助。     

北京市居民品牌鸡蛋消费行为影响因素研究

本文根据北京市大中型超市品牌鸡蛋消费行为的调研数据,将影响因素按照名义和有序变量性质分类并进行假设验证,以确定变量间的相关性。在此基础上对显著性相关变量进行理论解释,并使用多元选择模型进行消费者对品牌鸡蛋的认知水平及影响因素分析和消费者购买品牌鸡蛋的影响因素分析,发现:个人因素、家庭特征、营销因素以及消费者对品牌鸡蛋安全的认知等对消费者购买品牌鸡蛋存在影响。     

蛋品市场发展趋势

当前蛋品流通的主要途径与销售方式，仍是由大小养殖户把生产出来的鸡蛋拉到禽蛋市场批发销售，只有少数养殖场（企业）把产品直接供应到零售网点或面对终端消费者。未来蛋品流通销售的发展趋势主要有以下三个方向：     

中国玩具品牌现状分析

在国外品牌玩具充斥中国玩具市场的今天,国内自主品牌的流失已成为玩具行业发展的椎心之痛。如何开辟国内玩具品牌市场现已成为玩具行业急需解决的问题。主要从研究玩具品牌发展的现状出发,对比国内外玩具的品牌营销策略,指出中国品牌培育的核心所在。     

BtoB品牌破局:品牌建设不能等

中国市场是一个充满传奇色彩的市场,无论你身在相对成熟的行业,还是在刚刚起步的行业,都有改写历史的机会。在这个市场上,已经出现许许多多企业快速崛起、成为行业翘楚的先例。但是,不容忽视的是,许多企业在品牌方面还没有提上日程,即便是那些规模比较大,具有一定知名度的企业,在品牌方面,还缺少全面的整合。对于那些非一线工     

Effects of brand personality on brand trust and brand affect

Given the potential utility of brand personality for marketers, the present research conceptualizes and investigates the relationships between five brand personality dimensions and brand trust as well as brand affect. This research proposes that some brand personality dimensions relate more to brand trust, whereas other dimensions relate more to brand affect. The results suggest that Sincerity and Ruggedness brand personality dimensions are more likely to influence the level of brand trust than brand affect, whereas the Excitement and Sophistication dimensions relate more to brand affect than to brand trust. The Competence dimension appears to have similar effects on both brand trust and brand affect. The research findings are consistent with marketing and consumer researchers' assertions that brand personality can increase levels of brand trust and evoke brand affect, which in turn builds the level of brand loyalty. Theoretical and practical contributions and implications are discussed. © 2010 Wiley Periodicals, Inc.     

将自主品牌打造为世界知名品牌-2005中国企业商标人物马纯济侧记

2005年12月9日，中国重型汽车集团有限公司董事长马纯济当选年度中国企业商标人物，中国重汽斯太尔重卡系列商标成为国内最具影响力的著名商标。     

品牌依恋、品牌隔离、品牌断裂三者之区别

品牌依恋、品牌隔离、品牌断裂都是描述消费者与品牌之间的关系,但三者的内涵、测量方法及所描述的情感关系各不相同,本文从定性和定量两个角度试图厘清三者之间的关系。     

Creating brand personality with brand names

As the elemental building block of the brand, the brand name represents a potential starting point for creating brand personality. Drawing on theory and research from sound symbolism, this study investigates how brand names can be formed to create brand personality, as defined by Aaker's (1997) Brand Personality Scale. Results indicate that brand names with back vowels better create a Ruggedness personality, while brand names with front vowels better create Sophistication and Sincerity personalities.     

Consumer-based brand equity and brand performance

The relation between consumer-based brand equity and brand performance was investigated across 15 product categories in Brazil and the UK. Brand equity was conceptualized as related to the level of social benefit offered by each brand and was measured with a simple questionnaire that asked consumers to rate brands with respect to their familiarity and quality levels. These measures were then related to brand market share and revenue. Results showed that the relation between consumer-based brand equity and brand performance varies across product categories, indicating that products differ with respect to their level of brandability and suggesting ways to measure it.     

公司品牌和个人品牌PK的杀戮

公司维护品牌利益是正确的，个人品牌要发展要膨胀也没有错，向上看，就是出路。     

The differential roles of brand credibility and brand prestige in consumer brand choice

This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the combinatory mechanism of brand credibility and brand prestige materialize across multiple product categories. The proposed model of six latent constructs is tested with structural equation modeling analysis: brand credibility, brand prestige, perceived quality, information costs saved, perceived risk, and brand purchase intention. The results suggest that both brand credibility and brand prestige positively influence brand purchase intention through perceived quality, information costs saved, and perceived risk under different product categories representing the high and low self‐expressive nature. Several implications for advertising messages and brand positioning strategies are discussed. © 2010 Wiley Periodicals, Inc.     

The role of brand experience,brand resonance and brand trust in luxury consumption

Consumption of luxury brands has been rising significantly, particularly in emerging economies.While some aspects of luxury consumption may be consistent across cultural settings, certain key differences may prevail; with particular attention to the relational and experiential aspects that characterize consumer-brand engagements. The purpose of the current research is to address this previously underexplored area and study the impact of consumer-brand dyadic attributes – incorporating brand experience, brand resonance, brand trust, and consumer involvement on the pursuit of luxury brands within the Indian context. Data was gathered using a survey distributed to 413 luxury brand consumers in four major metropolitan cities in India, employing Smart-PLS for analysis. In addition to the main effects, the moderating impact of gender, geographic location, and generation were explored. The results reveal that brand experience and brand resonance are both essential for luxury consumption, with an additional moderating role of generation and gender. Furthermore, consumer involvement is found to mediate the relationship. Implications for scholarship and practice are discussed.     

Effects of television brand placement on brand image

A survey as well as an experiment was conducted to study the effects of television brand placement on brand image. The studies showed that the integration of a brand into the editorial content of a program had a significant effect on brand image: As people watched more episodes, the brand image became more in agreement with the program image. These results confirm the applicability of learning and human associative memory theories to brand placement. Another important finding is that brand memory and brand image were not related. Thus, brand image became more positive regardless of viewers' memory of the brand placements, which implies that brand image was implicitly affected. This has important theoretical implications for the understanding of the working of brand placement. © 2007 Wiley Periodicals, Inc.     

Modeling the brand extensions' influence on brand image

Brand-extension strategies enhance success chances of new products, even though they expose brand image to dilution risks. The present work analyzes how brand-extension evaluation can affect the current brand image and proposes a theoretical model formed by five main factors related to brand associations, extension congruency and extension attitude. The model estimation includes structural equation analysis using data from 699 surveys developed under market conditions. The results verify that extension attitude influences brand image, whereas initial brand associations and perceived fit between the new product and either the remaining products (category fit) or the brand image (image fit) are able to strengthen consumer attitude. The study also explains the role of consumer innovativeness as a moderating factor, suggesting that the characteristics of consumer personality could be more important than expected.