Abstract Starting from the brand prototype of consumers in city migration, and by the use of hermeneutic approach, this study finds that social class differentiation has the impact on process of the brand cognition of consumers, which underlies the brand prototype. The results suggest that social class differentiation has no effect on the formation of prototype construct. The same impact of the information cues also needs to be further tested. By this study, the paper has discovered that consumers have a general holistic cognition of brands-the prototype of brands. In the process of brand cognition, the brand prototype as a reference point includes three dimensions as marketing status, social statement, and performance ability, which, affect consumers perception and evaluation of brands and their attitudes toward brands.
2016, Vol. 13 
