The purpose of this stage is to let many

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Section: Cognitive Tools and Action Tools. In the cognitive stage, the tool of communication is: advertising. People know about your brand and your brand value ( the carriers can be TV commercials, Douyin, Taobao, etc.). It is useless to use promotional tools at this stage. Promotional tools are used to promote to customers and increase product sales after you have customers .


Therefore, advertising is a cognitive tool and promotion is an action tool. In the sales process, there are many ways to spread the word, not just short-term promotions, but also many other ways. This is a common and number database diverse marketing activity. 3 ) Use secondary association leverage If existing brand associations are insufficient to a certain extent, then an indirect way to create brand equity is to " borrow " . Consumers have knowledge structures of other entities in their brains, so we can associate brands with these entities. Because of this connection, consumers can assume or infer that some of the characteristics of these entities may be possessed by our brand.



Country or other geographical area ( by identifying the origin of the product). Distribution channel (borrowing the name of the channel merchant / for example, my products are sold in a certain shopping mall ). Other brands (and influential brand alliances). Spokesperson (borrowing his own influence). Events (such as sponsorships). Building secondary brand associations is a quick and effective way to strengthen your brand. But associating your brand with other people or things is risky because anything that happens to that other entity