百度与华通明略认为,消费者意识中感知与互联网活跃内容无缝结合,共同构成品牌资产。数字时代,消费者决策模式的改变带来了品牌存在方式的改变。在数字时代之前,消费者根据头脑中形成的,基于个人经验的品牌印象,在有限信息下做出相应的购买决策。而在数字化时代,消费者的决策模式已渐渐发生了改变。信息的膨胀和易获得性,使得人们已不再将所有的信息存储在自己的大脑中,而是越来越多地实时地通过互联网获 Baidu and China pass a clear idea that the perceived consumer awareness and Internet content seamless integration, together constitute the brand equity. In the digital age, changes in consumer decision-making patterns have brought about changes in the way brands exist. Prior to the digital age, consumers made their purchasing decisions with limited information based on personal experience-based brand impressions formed in their minds. In the digital era, the decision-making model of consumers has gradually changed. Inflation and accessibility of information have made it no longer possible for people to store all their information in their own brains, but more and more in real time via the Internet