品牌运营：2025年品牌心智影响力价值研究白皮书-上篇

Core Insights - The report emphasizes the importance of building meaningful differentiation in brand perception as China transitions to a high-quality economy and the consumer market gradually recovers [1][5]. Group 1: Economic and Market Trends - China's economy is transitioning towards high-quality development, with a gradual and moderate recovery in consumer demand [1][10]. - The GDP growth rate is expected to maintain around 5% from Q1 2024 to Q1 2025, indicating resilience in the economic transformation process [10][11]. - Consumer sentiment is cautiously optimistic, with a notable shift towards differentiated brand offerings to meet diverse consumer needs [12][19]. Group 2: Brand Strategy and Social Media - Brands are encouraged to leverage social media insights to connect emotionally with consumers and establish a differentiated brand mindset [1][5]. - New brands facing product homogenization can utilize consumer insights to identify unique selling propositions, while established brands can convert consumer pain points into selling points through social media engagement [1][12]. - The report introduces a data model for assessing brand mindshare impact, combining social media data and consumer emotional metrics to evaluate brand performance [1][5]. Group 3: Consumer Behavior and Brand Perception - There is a growing divergence in consumer preferences, with an increasing focus on quality and value for money, leading to a demand for brands to refine their strategies [12][19]. - Brands must adapt to changing consumer attitudes by enhancing product quality and offering value-driven options to capture market share [12][19]. - The report highlights the significance of social media in shaping brand narratives and consumer perceptions, particularly through the use of trending topics and emotional connections [1][5].