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本文我将解析两篇文章——“寻找至爱品牌：品牌的语义学结构”和“品牌的含义是什么”。这两篇文章都探讨了品牌意识对于消费者选择的影响。品牌真的能够影响消费者行为吗？他们会因此选择的更加容易快速，而不顾品质和价格差异吗？这就是我试图研究的东西，为了这一研究，我比较了作者观点的一致性和差异性。最后我将会总结评价文章的结论，并且给出我自己的观点。

第一篇文章——寻找至爱品牌：品牌的语义学结构——Article 1- “IN SEARCH OF LOVEMARKS: THE SEMANTIC STRUCTURE OF BRANDS”.

第一篇文章是美国广告学会在2007年写成。很有趣的是，作者在文章开头取笑消费者，生动展现了品牌对他们的影响。他在开头这样说：消费者们愿意花费5美元去买可口可乐，而事实上这个产品只不过相当于玉米糖浆和水的混合物，那本应是免费的。随后他进一步开玩笑说，下面我们来说一美元的矿泉水，如今我们愿意花一美元甚至更多，买一瓶Danasi，因为它是可口可乐旗下的品牌。但事实上Danasi不过是添加了少许矿物质的自来水。这部分让我比之前笑的还大声，因为自来水比玉米糖浆还容易获取，而且到处都有。仅通过这些我们就可以发现，品牌的确给商品和消费者观念带来了一些不同。

In this paper I will analyses two articles “IN SEARCH OF LOVEMARKS: THE SEMANTIC STRUCTURE OF BRANDS” and “What do Brands Mean”, both of them examine the role of brand awareness in the consumer choice process. Do brands really influence the consumer behavior? Do they make the choosing process faster and easier, despite quality and price difference? Well that’s what I will try to find out, and for that, I will start by pointing the most relevant aspects that each author enhances. I will then compare both coincidences and discrepancies between the author’s views. In the end I will summarize and evaluate the conclusions of the articles and I will present my own point of view.

第一篇文章——寻找至爱品牌：品牌的语义学结构——Article 1- “IN SEARCH OF LOVEMARKS: THE SEMANTIC STRUCTURE OF BRANDS”.

This first article was written by the “American Academy of advertising” in 2007. It is funny to see that the author starts the article by making fun of the consumers and the affect that “the brand” has on them. He starts by saying that consumers would pay 5 dollars for a case of coca-cola when the product is a little more than corn syrup mixed with water, which as he says it is “virtually free”. Then he goes even further with his joke and he says “Then came the 1 dollar bottle of water, Now we will pay 1 dollar or more for a bottle of Danasi, Coca-cola′s brand water. And Danasi is nothing more than filtered tap water with a few minerals added.” this part made me laugh even louder than the first one, because tap water its even easier to get than corn syrup and its mostly available anywhere. Just by these we can see that a brand really makes all the difference in a product and on consumer perception.

As the author says this is easily proved with some blinds tests, where people say to prefer one famous branded product like coca-cola because it tastes better or makes them feel better, and when subjected to the blind test they end up by choosing Pepsi or any other competitor brand. With this we can see that again brands make all the different then even make a consumer choose them instead of something they d本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。