2018-12-17

Have you ever thought about what truly defines a "brand"? A brand isn’t just a logo or a slogan—it carries layers of meaning that go beyond the surface.

Brands can be viewed from two dimensions: the physical and the emotional. On the physical level, a brand represents the tangible products or services it offers. On the emotional level, it embodies the experience and feelings it creates for consumers. In essence, while a brand’s driving force comes from its physical offerings, its deeper influence stems from its cultural and emotional values.

But where do consumers actually connect with brands? What are the touchpoints that allow a brand’s physical and emotional elements to work together and deliver the ultimate experience?

At Atlas Branding, our answer is clear: The key to driving a brand’s success lies in precisely capturing the User Experience (UX) and transforming consumer insights into actionable strategies.

Curious about more facets of branding? Stay tuned to “Atlas Perspectives” as we continue exploring the world of branding together!
 

品牌觸擊點 User Experience

大家有沒有想過「品牌」到底包含哪些面向？
品牌不單單只是一個logo或是slogan就可以含有全部的「意義」。
品牌雖然為一個產品或是企業的象徵，卻也可以分成物理性與精神性兩個層面來看待。
就如字面上的解釋一般，品牌的物理性代表品牌提供的實質商品或服務，而品牌的精神性可以說是品牌提供消費者的體驗或是感受。
我們也可以說品牌推動力來自具體物理性的產品或服務，而品牌影響力來自精神文化的深層價值。
但消費者與品牌的觸擊點又在哪裡呢？
品牌的物理性與精神性層面要如何同時應用？執行品牌要如何互相兩者輔助來為消費者提供最優質的體驗呢？

天圖的答案揭曉是：推動品牌最大的助力，是要從精準抓取的User Experience（使用者經驗）開始，
進而將消費數據轉化為執行戰略。

品牌還有哪些層面呢？
不妨繼續關注「天圖觀點」，與我們一起探索品牌吧！