On June 26th, IPGMediabrands, a world-renowned media management company, published the "Global Brand Vigor 100 Top Ranking", and Samsung Electronics became the third most dynamic brand in the world after Google and Amazon. Nike, Intel, NASA, BMW, Mercedes-Benz, Audi and Lenovo ranked fourth with 10 respectively. This survey is different from the past, mainly reflected in four aspects: brand sensitivity, responsiveness, innovation and sociality.
Establish brand sensitivity and touch a keen sense of market smell
Keen observation and insight into the market development trend, for any brand, making changes in line with the market one step ahead will often bring unexpected results and feedback.
Being young, unique and individual is synonymous with expressing oneself and showing one's space. When Adidas' "green tail" shoes once again swept the world; When Nike continues to play its local style, it will use the big Chinese character "Nike" as a decorative element; When emoji expression bottles can be seen everywhere as an outlet for exchanging feelings; When everything was "just right", Samsung GalaxyC came into our sight with a fashion show focusing on young people. It must be said that the market tests the sensitivity of the brand, and the success and success of the brand are all shown in the market.
Give full play to the brand response ability, and timely understand the needs of consumers.
As an enterprise, it is only a matter of time before it actively listens to consumers' needs, optimizes product functions and sincerely serves them. If it only lives in its own world, it is only a matter of time before it dies.
Pampers set up a brand house on the Baby Tree media platform from the mother's point of view, providing corresponding services and care for mothers from the life form, answering various "questions" of mothers' parenting and making changes that meet their needs; Microsoft's Windows system is constantly upgrading because it actively listens to consumers' needs, accepts their suggestions and solves their problems. Samsung introduced the function of AddWash into the washing machine. Simple function adjustment meets the needs of consumers to add missing clothes at any time in the laundry process, which is both environmentally friendly and fashionable. Not only that, many touching small designs in life are designed to respond to the needs of consumers, and the original intention is to make life better.
Adhere to brand innovation and develop a new industrial growth model.
Innovation is the soul of an enterprise. Without innovation, enterprises cannot survive. Just as Google's driverless cars are constantly optimized in exploration, the century-long decisive battle between Li Shishi and AlphaGo illuminates the unknown field of artificial intelligence; Amazon, which has invested in drone technology for a long time, hopes to open the drone delivery service to the United States one day, and even deploy "Taobao trucks" on the streets of cities to provide mobile retail services. Let the experience move, the design of Samsung curved screen has changed our traditional cognition of the screen. Recently, SamsungPay, which has become more and more popular, has changed the way of saving money and found the correct answer to convenient mobile payment.
Only innovation based on industrial chain has full confidence. Those patented technologies that seem far away from our daily life are actually endowed with products and functions to make suggestions for changing our lives. Patent Observation Report on Internet Technology Innovation (20 15) ranks the patent applications of technology-based enterprises, including Samsung, Huawei, Sony, Lenovo and BAT. All entered the top 20, trying to "realize" better experience and technology.
Pay attention to brand socialization and enhance brand activity.
Sociality is the popularity and participation of brand audience in social media, which shows consumers' attention to the brand in their daily lives, and it is also the only data collected through social media in vitality assessment. Nissan used to collect customers' technical suggestions on the special version of JukeNISMO on Twitter, and interacted closely with consumers. Coca-Cola launched a daily Q&A on social media, which fully aroused the curiosity of fans. In 20 13, Samsung mobile phone actively created a large number of social content interacting with consumers on social media such as Facebook, Twitter and Youtube, which enabled it to add140,000 friends and 4 million loyal fans on Facebook and Twitter again, and created more than 86 million video hits on Youtube. Establishing interaction is already a necessary element of benign communication between brands and consumers.
In the past, the biggest brand with the longest history can usually maintain its market position, but now in this fast-paced and closely related market, not only the existing brands are brought forth new ideas, but also new brands are constantly emerging. Only by making the brand energetic is the last word of development.
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