For example, if you spend five yuan on an electronic watch, it must be to tell the time, while you spend 70,000 to 80,000 yuan on a watch. If it is to tell the time, it must be rustic. Because usually the value of such products has gone beyond the function of watching time, more is to let the owner tell others: I spent 70,000 to 80,000 yuan on this watch, and my identity and status are obvious and self-evident.
In addition, there is another brand that can make customers "I am very satisfied". For example, milk, mineral water or paint for painting walls can be bought by people who are not very rich. No one will tell others after drinking milk in the morning. The Mengniu milk I drank in the morning is the special milk for China astronauts. I have great status and taste. When there are guests at home, it is impossible for the host to show off the bright colors of the Nippon paint used at home.
So what this brand can bring to consumers is commitment, which makes people trust, like and rest assured. Why do you want to know about this brand? After you know it, you can understand the inner activities of consumers and know how to communicate and communicate when communicating, because the creation of a brand is to win the inner recognition of consumers. In the mind of your brand consumers, there is a brand ladder. If he agrees with you, he will have the desire and behavior to buy. Therefore, brands that enjoy themselves will have sales opportunities as long as they can communicate well with consumers.
Although this "smug" brand needs to be everywhere and available everywhere, it also needs strong advertising support. Because there is too much information. To give a simple example, when Mengniu started, there was nothing, no well-known trademark in China and no famous brand in China. It is simply the pure milk of Mengniu. In the Shenzhen market, the supermarket can't get in because it has no money, but it still has to be a market. What do we do? Because they understand consumers' psychology, consumers won't give it to others-you see, I drank an unknown milk called Mengniu pure milk, and consumers will buy it as long as they feel fit. Therefore, Mengniu went to the community in Shenzhen to sell, set up a stall to sell, printed a leaflet, and wrote a paragraph on the back: "When you mention Shenzhen, you will think of high-rise buildings and high technology; When you mention Inner Mongolia, you will think of blue sky, white clouds, lambs, and the pure fragrance of milk floating from distant times. It's your fault that you haven't tasted it for thousands of kilometers. It's our fault you didn't drink it. Good milk can certainly explain the problem. " Consumers are right when they listen. The milk produced in Inner Mongolia must be good. If you communicate with the consumer, he thinks he will take it back to drink. He will buy it again when he feels better. This is the marketing strategy of this kind of brand.
Why Coca-Cola dares to compete with Coca-Cola; Hualong instant noodles dare to challenge Master Kong? In fact, there are many opportunities in the China market. As long as we communicate well, we can still create miracles. For example, a young man wants to associate with a girl. If you don't talk, there will be no expression, so how can girls understand you? Therefore, enterprises should constantly communicate with consumers "-give me a reason to choose you and a reason to love you. You must have a reason! So enterprises should study the psychology of consumers. What do consumers think? For example, there is a brand leaflet with the words "women are not beautiful, men are half responsible" printed on the back. Is the enterprise doing this to let female consumers go home with this leaflet to settle accounts with their husbands? The answer is no, according to the company's after-the-fact investigation, married women basically take this leaflet home, not to get even with their husbands, but because they think it makes sense, and several paragraphs of it are written like this-"An excellent woman is more and more provocative, and her man must be disappointing, forcing her to make a difference; A woman who was originally pure has become more and more enchanting. It must be that her man is too timid. She wants to move on. Women who are arrogant are becoming more and more vicious. It must be that her male class is not high. On the contrary, an ordinary woman looks more and more lovely, her eyes are more and more brilliant, her speech is more and more elegant, and her gestures are more and more elegant. Needless to say, she has a good man. " So this leaflet is good for everyone, and this is the brand in the eyes of consumers.
What effect does the brand have on consumers? Theodore levitt, a famous marketing guru, once put forward a classic view: "The competition of modern enterprises lies not in what they produce, but in what people value to their products." So, what role does the brand play in the process of consumers' "self-satisfaction"?
1. Brand brings more added value to consumers.
In order to win in modern competition, enterprises should not only focus on their own advantages, but also understand the needs of consumers and focus on what added value their products can bring to consumers.
The added value of brand means that brand products have higher utility than general products. These effects are rooted in consumers' emotions and come from the relationship between consumers' needs and brands, which makes consumers feel the difference between them and similar products and ultimately affects their purchase decisions.
From the consumer's point of view, the added value is the content of technology, quality, culture and service contained in brand products, which brings them satisfaction and value for money. From the operator's point of view, the added value is due to their investment in technology, quality, culture, marketing, service, communication and other elements, so that their brand products can get more income in the market than ordinary products, thus bringing greater benefits to enterprises.
A survey of 1025 consumers aged 20-50 by an authoritative social and economic research company in China shows that 64.5% of the respondents said that they don't care whether they are well-known brands when buying general goods, but they pay great attention to brands when buying durable consumer goods or more expensive goods. Another information consulting company found in the notebook computer market survey that almost everyone regards brand as an important factor in choosing to buy notebook computers. This shows that the brand attracts consumers' attention with its high added value.
2. Brands can meet the spiritual needs of consumers.
Research shows that consumers will form a connection between a specific brand and a specific spiritual connotation according to their own preferences. When consumers buy a brand product, they meet specific spiritual and cultural needs through a specific connection experience. Through the interpretation of the brand, consumers give the brand personalized meaning or arouse specific emotions and emotions, and this psychological connotation even helps them create, maintain or reshape themselves. A brand represents gender significance, social status, national spirit, lifestyle and so on. At the same time, it also conveys pleasure, loyalty, purity, warmth and aesthetic taste. Are instilled in the hearts of consumers in some way. For example, buying a BMW or Mercedes-Benz car means the identity and success of consumers, while drinking Pepsi represents youth and passion.
If the product meets the needs of consumers, it may be chosen by consumers. Psychologist Maslow divides human needs into five categories: physiological needs, safety needs, communication needs, respected needs and self-realization needs. According to Maslow's theory, people's needs develop from low level to high level. If a person's needs are close to being met, then such needs will disappear.
2/kloc-a survey at the beginning of the 20th century showed that compared with the beginning of the reform and opening-up, the consumption habits and lifestyles of China people have undergone qualitative changes, and the subsistence consumption pattern has been gradually replaced by the enjoyment consumption pattern and the development consumption pattern. Pursuing fashion, paying attention to comfort, showing individuality and developing oneself have gradually become the aspirations and needs of people, especially the younger generation. This means that if modern enterprises only pay attention to product price and functional value, they can no longer adapt to the overall situation of current marketing, and enterprises have to consider giving products more added value to meet consumers' higher spiritual needs.
3. The brand plays the role of shopping guide.
Nowadays, emerging brands often make consumers feel at a loss. In the face of increasingly rich products, on the one hand, consumers are more picky than before, and demand higher and higher quality, style and function of products; On the other hand, consumers are becoming more and more "ignorant" and it is becoming more and more difficult to choose when buying.
Brand conveys leading technology, excellent quality, scientific marketing and thoughtful service. This is a promise, and it is easy to gain the trust of consumers. It has become a common phenomenon to choose goods according to brands. For consumers, brand recognition is a time-saving and labor-saving scientific choice, which can reduce the purchase risk and make the choice easier and more satisfactory.
Han Le, chairman of J&J Johnson, once said, "If you have a brand that you know and trust in your heart, it will help you make a choice easier and faster when shopping." This shows that in today's highly homogeneous products, brands reflect the differences between products. Consumers choose their favorite and trusted brands among many products according to their personal preferences and needs.