在不少人看来,互联网就是一个建立强大品牌的好工具。事实也许恰恰相反:互联网正在让品牌变得越来越不重要。在买卖双方信息不对称的时代,更好的品牌往往意味着更好的产品。一旦某一品牌产品赢得了你的认可,你往往会认为该品牌的其余产品应该也能给你带来良好的用户体验。这就是所谓的品牌忠诚度。经济学家罗纳德·科斯认为品牌也是交易成本的一部分,一个顾客之所以愿意为所谓的品牌附加值多花些钱,是因为可以简化购买流程,降低机会成本。这种带有一定盲从性质的行为,不仅降低了 In many people’s opinion, the Internet is a good tool to build a strong brand. The truth may be the opposite: the internet is making brands less and less important. In an era of asymmetric information between buyers and sellers, a better brand often means a better product. Once a branded product has earned your approval, you tend to think that the rest of the brand should also give you a good user experience. This is the so-called brand loyalty. Economist Ronald Coase believes that brands are also part of the transaction costs. The reason why a customer is willing to spend more for the so-called brand added value is to simplify the buying process and reduce the opportunity cost. This kind of behavior with a certain degree of blindness has not only been reduced