Brand is based on product, quality and taste. A brand should have the reputation of consumers, and the premise of reputation recognition is the experience and feelings of consumers. Consumers' word-of-mouth recognition of products includes the recognition of interest value and emotional value in the process of consumption. Consumers or customers are the ultimate confirmers of brands and the real "judges" and "arbiters" of brands.
Brand is a symbol of value in consumers' minds. Only through interaction, communication, cooperation and win-win with consumers can producers or product suppliers leave a good impression on consumers and become the fulcrum of brand birth. Only products rooted in consumers' souls will become good brands, and they are expected to become heritage brands. Looking at the century-old shop, it is based on the trust and recognition of users. Today, consumption power, especially consumption quality, has become an important criterion for the development of productive forces. Without consumption, there is no production; Without consumption, the labor and resources consumed in production will not be compensated, which means waste. De-stocking and de-capacity means customized production, customized production and personalized production from both the supply side and the demand side, provided that it is based on information symmetry and big data support. In today's fierce consumer competition, brands play an important role in leading consumption and promoting consumption. Therefore, brand is not only a kind of strength, but also a kind of productivity.
Brands need to be evaluated and certified by third-party organizations or platforms. Third-party organizations should conduct all-round authoritative evaluation and certification from the perspectives of justice, science, morality and rule of law to show their scientificity and credibility. Third-party evaluation and certification institutions are the credit bridge between manufacturers or suppliers and consumers, and an important path for suppliers and consumers to recognize each other. Why "Wang Po sells melons and boasts herself" has been criticized because enterprises can't be both athletes and referees, or because enterprises lack sufficient credit, that is, the basis of trust and recognition. Evaluation and certification are professional behaviors and authoritative recognition based on objective standards and scientific attitudes. At present, some brand certification and credit certification in society are not mature enough, and even utilitarian behavior is big enough to become a benchmark or yardstick, which requires the overall planning and effective supervision of the government, law, ethics and professional institutions.
Brands should be spread through the media and "widely advertised". Although brands can't be smashed by advertisements alone, and some people do think that brands are smashed by advertisements, it is a big mistake to equate advertisements with brands. However, brands are not "made" behind closed doors. It is not advisable to exaggerate advertisements or deny their functions. There used to be a saying that "the fragrance of wine is not afraid of the depth of the alley", but in today's era of mobile Internet big data, the fragrance of "wine" should be "moved" from the depths of the alley to let more customers know and experience it, otherwise it will either lose the market or be replaced by better products or brands. Whoever ignores this will fall behind or even "fall".
Recognition generates word of mouth, evaluation generates public trust, and advertising generates popularity. Recognition is the foundation, evaluation is the guarantee, and advertising is the thrust.
Brand tempering is based on * * *, and it is based on individuality and innovation. Brand building follows the brand road, which means that brand building has its own regularity and universality. Brand covers all fields of industry and runs through the whole process of design, production, circulation and service, and needs the support of system, science and technology, humanities and quality.
The basic elements of a brand are quality, technology, standards, culture and reputation; The basic components of a brand are quality, taste and personality; The basic spirit of the brand is the spirit of model workers, craftsmen and entrepreneurs. Brand building takes innovation as its soul, science and technology as its support, quality as its life, intellectual property as its core, capital as its support, credit as its link and talent as its foundation.
Brand tempering not only follows the brand * * *, but also is based on personality and its innovation, thus forming its brand taste and positioning.
First of all, any real brand has its inherent stipulation, which is manifested in the differences, uniqueness and uniqueness between brands. Brand is the organic coupling of various factors, which constitutes the external and internal factors of a unique brand and its internal diversity relationship, and is the real internal cause of the brand's unrepeatable.
Secondly, any real brand has condensed and accumulated its unique brand culture. Entrepreneurs' thoughts, values, wisdom, culture, cultivation, courage and personality all have an important influence on the birth, incubation, cultivation and construction of corporate brands, which are different among different entrepreneurs. This also explains why the brand reputation and popularity of similar enterprises are different, and its essence lies in the different ideas and wisdom of entrepreneurs; At the same time, it explains why the same enterprise, run by different entrepreneurs, will have completely different results.