Brand Management is to Manage Consumer Cognition

Abstract

This paper is to discuss how consumer cognition plays an important part in brand marketing strategy and process by creating the value recognition of a brand in the minds of consumers. And through dividing consumer cognition into four underlying elements, further analyze the internal mechanism of value chain and proposed three research paradigms of branding concept to manage customer cognition.

Keywords: perceived value, consumer cognition, brand-concept paradigm, brand management

DOI: 10.7176/EJBM/11-11-01

Publication date: April 30^th 2019