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一个简单的日常消费范例,将向我们显示品牌是如何发生作用的。就在前几天,有朋友从外地到成都,打来电话时我刚好要下班,于是大家约好一起吃晚饭叙叙旧。我要讲的关于品牌的故事就这样顺理成章发生了成都餐饮业十分发达,要我立即在电话中确定一家就餐其实是很为难的。由于和朋友多年前同在媒体共事,我们的小聚既不需要太正式的场合,却也不能过于随意,当时我能作出的最佳选择是,从每天上下班沿途要经过的数家宾馆饭店中选了太升路上的那一家,因为它的商号是我熟悉的,印象中也与我想的档次吻合。接下来的情况是这样的,就餐的环境、服务和餐厅经理推荐的菜品都让大家满意,饭后余兴未了我们到了宾馆的茶坊品茗聊天,还未分手时朋友又改变了事先要去另一家宾馆住宿的主意,决定就在这家宾馆下榻。
A simple example of daily consumption will show us how brands work. Just a few days ago, when a friend came from a field to Chengdu, I was just off duty when I called. So we had an appointment to dine together for dinner. The story of the brand I want to talk about has taken place. The Chengdu restaurant industry is very developed. It is very difficult for me to immediately identify a meal on the phone. Since friends and friends worked together in the media many years ago, our small gathering does not require too formal occasions, but it can’t be too casual. The best option I could make at that time was to go through several hotels and restaurants that I had to go through on and off duty every day. The one on Taisheng Road was chosen because its trade name was familiar to me and the impression was consistent with the grade I thought. The following situation is like this: the dining environment, service, and dishes recommended by the restaurant manager make everyone satisfied. After a meal, we haven’t had a chat with the hotel’s tea shop. When we haven’t broke up, my friend has changed beforehand. The idea of staying at another hotel decided to stay at this hotel.