Question 1: What is brand concept? Brand concept: 1. Product. A product refers to anything that can be provided to the market, used and consumed by people, and can meet certain needs of people, including tangible items, intangible services, organizations, concepts or their combinations. Products can generally be divided into three levels, namely core products, form products, and extended products. The core product refers to the direct benefits and utility that the overall product provides to buyers; the form product refers to the physical appearance of the product in the market, including the product's quality, features, shape, trademark and packaging; the extended product refers to the overall product A series of additional benefits provided to customers, including delivery, installation, maintenance, warranty and other benefits given to consumers in the consumer field.
2. Trademark. Trademark is a legal term that is used by producers and operators on the goods or services they produce, manufacture, process, select or distribute. In order to distinguish the source of goods or services and have distinctive features, it is generally composed of words, graphics or other signs. Combination composition. Trademarks approved and registered by the state are "registered trademarks" and are protected by law. The trademark registrant enjoys the exclusive right to use the trademark.
3. Famous Brand. The most popular understanding of famous brands is well-known brands. The emergence of the word "famous brand" precedes the concept of brand. It is a product of my country's specific environment.
4. Brand Equity. Brand equity is a series of assets and liabilities associated with a brand, brand name and logo that can increase or decrease the value of the products or services sold by the company. It mainly includes 5 aspects, namely, brand loyalty, brand awareness, brand perceived quality, brand association, and other proprietary assets (such as trademarks, patents, channel relationships, etc.). These assets are provided to consumers and businesses in a variety of ways. Provide value.
5. Brand Identity. Brand identity is an association that brand marketers hope to create and maintain that can arouse people's good impression of the brand. These associations imply some kind of commitment from the company to consumers. Brand identity will guide the entire process of brand creation and communication, so it must have a certain depth and breadth.
6. Brand symbol (BrandSymbol). Brand symbols are the basic means to distinguish products or services, including names, logos, basic colors, slogans, symbols, spokespersons, packaging, etc. These identifying elements form an organic structure that exerts influence on consumers. It is the basis for forming the brand concept. A successful brand symbol is an important asset of the company and plays a role in the interaction between the brand and consumers.
7. Brand Personality. Brand personality is a series of human characteristics possessed by a specific brand, that is, the personality qualities displayed by the brand. It is an important part of brand identity and can humanize an inanimate product or service. Brand personality can bring about strong and unique brand associations and enrich the connotation of the brand.
8. Brand Positioning (BrandPositioning). Brand positioning is the process of establishing a unique brand image that is consistent with the original product on the premise of comprehensively analyzing the target market and competition, and designing and disseminating the overall image of the brand, so as to occupy a unique value position in the hearts of target consumers. or action. The focus is on the psychological feelings of the target consumers, and the approach is to design the overall image of the brand. The essence is to design product attributes and spread the brand value based on the characteristics of the target consumers, thereby forming a unique position of the brand in the hearts of the target consumers.
9. Brand image (BrandImage). Brand image refers to the total impression of the brand formed in the brain by consumers based on the brand information they have access to through their own selection and processing. Brand image and brand identity are both different and related. The difference between the two is that brand identity is how brand strategists want people to view the brand, while brand image is how people in reality view the brand; the connection between the two is that brand identity is the source and basis for the formation of brand image, while brand image is the source and basis for the formation of brand image. Partly a result of executing brand identity.
10. Brand Culture (BrandCulture).
Brand culture refers to the cultural accumulation gradually formed in the operation of a brand. It represents the interest recognition and emotional belonging of enterprises and consumers. It is the sum of brand, traditional culture and corporate personality image. Different from the internal cohesion of corporate culture, brand culture highlights the company's external publicity and integration advantages, effectively conveys the corporate brand concept to consumers, and then captures consumer...>>
Question 2: What is the brand concept? The brand concept is a value system that is widely recognized by society, embodies the individual characteristics of the enterprise, promotes and maintains the normal operation and long-term development of the enterprise, and reflects the clear business consciousness of the entire enterprise. Composition of brand concept Brand concept consists of three parts: corporate mission, business philosophy and code of conduct: 1. Corporate mission. Corporate mission refers to the mission based on which the company carries out various business activities. It is the most basic starting point of the brand concept and the driving force for corporate actions. 2. business ideas. Business philosophy is the concepts, attitudes and thoughts that guide business activities. Business thinking directly affects the company's external business attitude and service attitude. Different business management ideas will produce different business postures, which will give people different impressions of corporate image. 3． Code of Conduct. Code of conduct refers to a series of codes of conduct and rules that employees within an enterprise must adhere to in business activities. It is a restriction and requirement for employees. The function of the brand concept: Establishing and integrating the brand concept has strategic functions and effects on the overall operation and healthy operation of the enterprise. Specifically, the brand concept has the following main functions: 1. Guidance function. Brand concept is the value goal and behavior advocated by the enterprise, which guides the pursuit of employees. Therefore, a strong brand concept can guide employees to strive for it in the long term. 2. Incentive function. The brand concept is not only the business purpose, business policy and value pursuit of the company, but also the highest goal and principle of the behavior of the company's employees. Therefore, the recognition of the brand concept and employees' value pursuit constitutes great psychological satisfaction and spiritual stimulation for employees. It has a persistence and depth that cannot be truly achieved by material incentives. 3． Cohesion function. The determination of the brand concept and the general recognition of employees will inevitably form a strong centripetal force and cohesion in an enterprise. It is a kind of glue within the enterprise that can integrate employees' goals, ideals, beliefs, sentiments and styles in a targeted way, and create and stimulate employees' group consciousness. The enterprise, that is, the behavioral goals and value pursuits of employees, are the driving force behind employee behavior. Therefore, once the brand concept is recognized and accepted by employees, employees will naturally have a strong sense of belonging to the enterprise, and the brand concept will have strong centripetal force and cohesion. 4. stabilization function. A strong brand concept and spirit can ensure that an enterprise will never decline due to certain changes in the internal and external environment, thereby enabling an enterprise to have sustained and stable development capabilities. Maintaining the continuity and stability of the brand concept and strengthening the identity and integration of the brand concept are the keys to enhancing corporate stability and technological development. The brand concept is the unified identification mark of the enterprise, but it must also indicate its unique personality, that is, highlight the difference between the enterprise and other enterprises. To build a unique brand concept, the following goals need to be achieved: First, the brand concept must be consistent with the characteristics of the industry and the unique culture of the industry; secondly, when planning the corporate image, the original brand concept of the company should be fully explored and endowed with Its characteristics and personality of the times make it a powerful internal force to promote the business development of the company; thirdly, the brand concept must be able to distinguish it from competitors and reflect the company's own style.
Question 3: What is the clothing brand concept? It is the starting point of your brand, the meaning of the brand, and the overall idea. The brand concept can explain your clothing and the founder's ideas, and can also extend to the meaning of the clothing. Hope it helps.
Question 4: Introduction to brand concept Brand concept refers to a concept that can attract consumers and build brand loyalty, thereby creating a brand (and market) advantageous position for customers.
Question 5: Definition of brand concept. Brand concept should include core concepts and extended concepts. The unity and integrity of the brand concept concept must be maintained, specifically including corporate business areas (industry, main products, etc.), corporate image ( Transnational, local, etc.), corporate culture (rigorous, enterprising, conservative), product positioning (high-end, mid-range, low-end), product style (fashion, trendy, dynamic), etc.
The brand concept is a value system that is widely recognized by society, embodies the individual characteristics of the enterprise, promotes and maintains the normal operation and long-term development of the enterprise, and reflects the clear business awareness of the entire enterprise
Question 6: Brand What is the concept? Brand concept refers to the concept that can attract consumers and build brand loyalty, thereby creating a brand (and market) advantageous position for customers. The brand concept is a value system that is generally recognized by society, embodies the individual characteristics of the enterprise, promotes and maintains the normal operation and rapid development of the enterprise, and reflects the clear business awareness of the entire enterprise.
Question 7: What is the concept of brand culture? Different companies have different cultures. I don’t know if you want to study theory or a specific company.
I recommend a short article to you:
Corporate culture and brand culture are inseparable from culture. Their form and content are closely related to culture. If you think about it, the shaping of corporate culture can also be divided into three levels: core concept (spirit), Institutions and behaviors (carriers), cultural groups (different functional departments)? Does brand culture also include three aspects: brand spirit, brand communication (carrier), and target consumers (group)?
Corporate culture and brand culture are similar
The culture of a company is the embodiment of the company's values, beliefs and behavior. To use an image metaphor, if we regard the company as As a person, when you meet this person for the first time, his or her clothes will give you the first impression. This is the company's VI (visual identity), including the company's architecture, office environment, office equipment, LOGO and other surfaces. An intuitive tangible entity; through his words and deeds, you can also understand his style of doing things. This is a specific manifestation of corporate culture, but what exactly determines this person's words and deeds? This depends on his inner values ??and beliefs. Similarly, for an enterprise, it is culture that determines the system and behavior of the enterprise. The core of this culture is what we often call the corporate philosophy and corporate core values.
So what is brand culture? We say that a person's heart is revealed over time. After a long relationship with a person, you find that he may be an honest, lively, and cheerful person. You have an understanding of his personality. You feel that you like to associate with him, and you may become a confidant. . For an enterprise, the psychological feeling and psychological identity that the enterprise gives to consumers is brand culture or brand connotation. It connects the psychological needs of consumers and the balance of the enterprise? Look at the leveling ㄉ璧斖硡哓cone danger? Kang Ne sheath melon? When you go to Qiaojiao?span class=yqlink>McDonald’s, you will think of the affable Ronald McDonald, his dining environment with clear windows and clear tables, and the personalized slogan “I just like it”. These are all It is the concrete embodiment of McDonald's brand culture, a representative of American culture that is convenient, clean, comfortable and dynamic, and also the embodiment of its corporate culture. KFC is also fast food, but its brand connotation is slightly different. The positioning of "Come to KFC, life will taste good" and "Based in China, integrate into life", it can be seen that KFC places more emphasis on products and life. In addition, we found that HP's brand connotation of "HP Technology, Achieve the Future" is also a reflection of its corporate culture.
The connotations of corporate culture and brand culture must be consistent
For example, Coca-Cola Company’s dynamic *** and personalized brand culture, then Coca-Cola Company’s corporate culture must not be separated from** * , innovation, it is difficult to imagine that a group of conservative and steady people can lead the Coca-Cola Company. The Haier brand gives people the impression of high quality, sincerity and responsibility, and its corporate culture is also centered on sincerity and innovation. Lenovo's acquisition of IBM's notebook division can be said to be the perfect embodiment of its entrepreneurial spirit. At the same time, it is consistent with the cultural connotation of its brand "As long as you want it". The original brand slogan of Hongta Group was "There is a sky outside the sky, Hongta Group", but now it has been changed to "The mountains are high and people are the peaks", which is very consistent with the connotation of corporate culture and highlights the humanistic atmosphere.
Through this analysis, we found that corporate culture and brand culture cannot be separated from the company's products and operations, and must serve the development of the company. Therefore, their core meanings should be consistent or connected. . However, corporate culture and brand culture are obviously different in terms of concepts, functions, focus and construction methods.
The core meanings of corporate culture and brand culture are different
Corporate culture is the sum of values, beliefs and behaviors formed by an enterprise that is uniformly adhered to. The focus is on corporate values, corporate The shaping of ideas and behaviors is the guiding ideology for enterprise production and development. Brand culture focuses on the shaping and promotion of brand personality and spirit, so that the brand has cultural characteristics and humanistic connotations. The focus is to make these consumers identify with the spirit embodied in the brand through various strategies and activities, and then form a loyal brand consumer group.
What are the cultural characteristics of a brand? The cultural characteristics of the brand must not only have spiritual connotation, but also be integrated from various aspects such as marketing planning, promotional activities, advertising, customer relations, etc., so that consumers can experience... >>
< p> Question 8: Lay’s brand philosophy Lay’s brand philosophy is “to be a brand that makes people smile”. Diverse flavors make you smile. Lay's diverse fresh flavors and multi-layered rich textures continue to enchant consumers' taste buds, bringing an unprecedented delicious experience. The pleasure of taste makes consumers unconsciously raise the corners of their mouths and smile happily. The relaxed and joyful brand personality makes you smile. "Have fun every moment" is Lay's consistent brand slogan. From happiness-oriented marketing strategies, to brand spokespersons with sunny images, to various relaxed and happy brand advertisements, Lay's always presents a joyful brand personality. Not only that, Lay's also hopes that people can feel the happy concept conveyed by the brand while enjoying delicious potato chips - delicious moments are happy moments. Advocating a happy attitude towards life and making you smile and be happy is an attitude towards life. In the heart of the Lay's brand, the source of happiness is the irresistibly delicious potato chips, which can bring physical and mental pleasure to consumers. A small potato chip cannot change the world. However, the happy life attitude advocated by Lay's is of great significance. Leshi is eager to integrate into every happy moment of Chinese people’s lives. Whether it is a person's enjoyment, a gathering of friends, or a family reunion, having fun can always add happiness to every time! Thin potato chips, wonderful taste, also carry the taste of Chinese humanity and the taste of happiness . Have fun every moment!