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For a long time, many small partners are actually a little confused about the concept of "brand". Today, we will sort out the information on the internet and synthesize such a manual, hoping to give you a deeper understanding of the brand and a practical methodology. In the Internet era, the products operated are not well-known and the promotion conversion rate is not high. Everything points to an important concept-brand. In this era of fragmentation and rapid information iteration, as long as we build a successful brand with great influence, we can not only break through this troubled times, but also have good sustainable development potential. But how much do you know about brand? Brand is a kind of logo? An advertisement? A place? A specific image? A brand is an advertisement. Does that require a lot of money? Now is the era of eyeball economy, can brands still rely on it? The more attention is scarce, the more important the brand is. This paper will start with a series of processes from the essence of the brand to the creation of the brand, and explain the essence and creation method of the brand for you. First, the essence of the brand PhilipKotler, a famous American marketing scholar, is known as the "father of modern marketing". His definition of brand is: "A brand is a name, term, logo, symbol or design, or a combination of them. Its purpose is to identify the products or services of a seller or a group of sellers and distinguish them from those of competitors. " However, the author believes that "brand is the sum of consumer cognition and experience". This includes the following meanings: 1. Brand is centered on "consumers" and exists in consumers' minds and experiences, not from enterprises. For example, enterprises label their brands as "the interesting choice of small fresh meat after 1990s", but small fresh meat people don't buy it, that is, they think this brand is "the wise choice of 40+ players". Then the latter is the actual connotation of your brand. 2. Brand is a tangible and intangible thing based on consumers' "cognition and experience", which will affect consumers' "cognition and experience" and is a part of brand management. Therefore, the brand has the following two characteristics: 1) The brand exists all the time: the brand exists from the establishment of the company, product development and trademark registration. Every step and thing of the company will affect consumers' cognition and experience of the brand. Therefore, no matter the size of the company, whether there is a professional brand agency or not, we need to clearly realize that we are a brand company. 2) Brands are everywhere: successful brand operation involves all relevant business processes-internal and external logistics, manufacturing, marketing, sales and service; Also participate in supporting activities, such as product design and technology research and development, human resource management, integrated management, etc. Everything tangible and intangible that consumers know and experience, from an enterprise envelope to an advertisement, will affect consumers' impression of the brand. To sum up, brand is the impression that consumers combine all their cognition and experience in mind and body into a "sum"! So, what is the role of the brand? Why is it worth our investment? Second, the meaning and function of the brand I think it should be interpreted from two angles, one is the enterprise angle and the other is the user angle. Enterprise perspective: From the enterprise perspective, the brand is a beacon, guiding all employees to do everything and work hard in one direction. For example, Alibaba's philosophy is: let there be no difficult business in the world. This leads all products and services developed by Alibaba to focus on the core appeal of "no hard business", and also makes consumers/users and society think that "Alibaba makes business easier". This not only can have a unified external image, but also has a great incentive effect on the internal team, which will make the team members have a sense of honor and mission in the specific work, which is the ultimate motivation for everyone to persist in innovation and strive hard every day. User's point of view: From the consumer's/user's point of view, the role of brand is that consumers/users can remember when they have needs. This requires consumers/users to remember your brand deeply in the noisy market voice and think of your brand in the noisy and numerous brands. Therefore, no matter from the enterprise's own strategy and benefit, or from the memory and perception of consumers, brand building is a work that must be paid attention to. So, how can we build a brand? How to build a brand in a more efficient way? In my opinion, in order to understand this matter, we need to know how emerging brands became popular in a short time, which also reflects the choice of current brand values. Third, brand building methodology: positioning-brand building-relationship with users-communication 1. Find your users-after understanding the characteristics of people on the Internet, you should find your customer orientation among these people. From the perspective of your products, which groups are your products aimed at? Find and identify them, and find out from the age and preferences of your products. 2. Brand building-F4 brand building equation is not about consistency and so on. What I want to introduce is a brand building method. Fact: "We provide" here is the manufacturer's point of view, telling us the core features of our products or services. There is no doubt that these characteristics exist and have differentiated competitive advantages. This is why advertising companies or brand departments often say "rational to believe/"/trust us, such as what exclusive technology you have, what high-quality ingredients you have and so on. Function (rational value): "It can bring you" Here we need to change our perspective, from the manufacturer's point of view to the user's point of view: What kind of unique value can our products/services transform into for users? What practical problems can people solve and what practical needs can they meet? For example, if you are a battery manufacturer, how do you turn it into a consumer's perspective? Feeling (emotional value): "It can also make you feel". How will you feel when some actual needs are solved? This is what people often call emotional added value. Compared with the measurable rational value, the emotional value of this feel is not easy to be accurately measured, and the premium space of the brand is also different. When you are paying for a certain feeling, the consideration of price is irrational. Therefore, many advertisements of big brands or luxury goods are designed to create a certain desire or feeling for you, rather than selling you a certain fabric. For example, many advertisements in LV: belief (brand belief): "We all believe from the heart". At this time, once again, the angle is changed from the previous user's point of view to the common belief and belief of users and brands, that is, users and brands are really tied together. If the brand can do this, users will become your fans (fans in the real sense) and users will become your brand ambassadors. "sneakers, I only wear Nike!" "Soda, I only drink Coca-Cola!" 3. Let your brand have a relationship with your users. A. Know your users, carefully analyze and dig, know your users, and even become like them! When you find your users by. It is necessary to analyze and explore the characteristics, pursuits and habits of this ethnic group in more detail. Only in this way can we find their preferences! B. product innovation according to the needs of your users, adjust your products to meet their needs. The functional value of the brand is mainly reflected in the product. If you can't meet the needs of users, there is no doubt that your brand will not succeed. User habits in the Internet age: simple, convenient, fast and affordable. Your product should satisfy these habits. And according to the analysis of target users, continue to optimize your products. C. Image design According to the analysis of psychologists, 85% of people's information is obtained from vision. The time left for users is only 3.8 seconds. As a commercial form of art, visual design inherits the appeal of art. Good vision can quickly make users interested in products and even fall in love with brands. Thereby completing the first relationship with the user within 3.8 seconds. D. Collect users' feedback, publish content integrated into customer context, and create what users like with creativity! Content marketing is one of the core viewpoints of online marketing with attitude, which was first put forward by Dianji Online. Attitude network marketing includes four concepts: precision marketing, whole network marketing, content marketing and attitude marketing. E. Interacting with users The brand should always keep interacting with users to keep the brand fresh. The emergence of social marketing media (Weibo, WeChat, etc.). ) and interactive tools (H5, etc. ) Make the interaction between brands and users easier and more frequent. In this era, if you can't keep interacting with users, you are likely to be forgotten by users soon. And good interaction can directly drive sales! F. feedback to modify user feedback is the main basis for brand adjustment. Do it well, and the brand will have its own user database! Repeated reflection: Are your main users the users you originally targeted? Are your users satisfied with your products? Do your users like your brand? Will your users still use you? What advice did your users give you? 4. How to communicate well in the Internet age? There are seven suggestions: determine the theme of communication, why users choose you, and what is the reason for choosing you? Choose platform publishing, that is, which media platforms do consumers pay attention to? Understand the user context, that is, what are some of their buzzwords? Finding communication hotspots is the hottest topic they pay attention to; Creating and spreading ideas, good ideas will make people remember deeply, which is the brand in the minds of consumers mentioned above; Making and publishing communication content is based on the appeal practice; Interaction is very important. Do your users like your products? As a result of interaction, users are the biggest driving force for your progress! Of course, the most important thing is to respect your consumers! Whether it is brand building or brand communication, the most important thing is to respect your consumers! When you do this, your brand has been successful. It is written at the end, so to sum up, enterprises need to have a clear plan for their own brands in the early stage of starting a business, gain insight into users' inner preferences and channel changes in the Internet era, so as to create a unique brand in a targeted manner, make the brand connotation a beacon to guide the internal work of enterprises, keep the brand connotation in the minds of consumers/users consistent with the brand connotation planned by enterprises, and let consumers/users remember your brand when necessary. After high-quality and effective management, the brand will become the driving force and engine for the internal growth of the enterprise, making seemingly ordinary things become dazzling stars! Generate brand value that far exceeds the cost of products/services! Make the enterprise develop quickly, orderly and effectively! Need to remind everyone that brand management is a systematic project, and it is not enough to just hand it over to the marketing department. It is necessary for enterprises to make overall arrangements, all staff to participate and work together to make decisions and actions in every link of the whole business process. Finally, quote a sentence from Jobs: Make it easy for your consumers to remember who you are and how you can change their lives. Pay attention to Houchang Zhao Yang and continuously update more marketing management dry goods!