人大教授王菲：中国品牌不缺表达，缺的是可让消费者常住的故事世界

Core Insights - The core issue facing Chinese brands is not a lack of expression but rather a deficiency in a meaningful structure that consumers can engage with over time [3][4]. Brand Building - Brand construction should transcend traditional "positioning" theories, shifting from mere storytelling to creating a stable brand narrative world [4][5]. - Current brand marketing struggles with fragmented cognition, where brands invest heavily in emotional communication but often produce content that is abundant yet hollow, leading to rapid but unstable growth [4]. Brand Narrative Model - A new model called the "Brand Narrative Octagram" is proposed, which operates across eight dimensions: core values, social context, emotional benefits, functional benefits, sensory recognition, personality, facts, and consumer roles [6]. - This model aims to address three fundamental issues: the purpose of the brand, the role of the consumer, and how to maintain consistency over time [6]. Case Studies - Analysis of brands like Nike, Guansha, Tesla, and Haier illustrates that Nike's cohesive narrative world is supported by the strong activation of its "Just Do It" value, while Guansha builds a stable sensory world through its core value of "Eastern restraint and mind-body unity" [6][7]. - Some brands, despite having dense product narratives, fail to maintain a stable core value or consumer role projection, leading to a collapse of their narrative world [7]. Brand Stability Assessment - The "CIRPOT Hexagram" model is introduced to evaluate brand world stability based on six dimensions: clarity of core values, completeness of worldview, role projection, product synergy, openness, and temporal stability [6][7]. Conclusion - The ultimate goal of brand building is not merely to determine what to communicate but to create a meaningful world where consumers are willing to "reside" long-term [7].