To Be Successful, A Brand Must Have Character.

A brand must have its own character. It is hard for consumers to remember the brand with different character.

Many brands in China need to think about shaping their distinctive character and realizing the sustainable development of brand in the background of globalization. Because many brands in China are "shouting" rather than the operation of the system, the growth of China's advertising market is fast, but the quality of Chinese brand advertising has not been improved. Many TV advertisements are mainly peddling, or products are the core.

Heart, so that in the entire marketing community slowly formed a habit, it seems that the more direct selling type of advertising, seems to be able to promote the growth of sales, and even marketing experts often say that effective advertising is to talk about consumer annoying advertising, which blurs the eyes of many brand managers.

Many enterprises often aim to achieve short-term sales, rather than building a brand that can be developed for a long time. This makes the Chinese market full of products, not brands.

For example, the sales of melatonin are very successful, but the melatonin model does not apply to how to build a sustainable brand, because the selling style of advertising can not form a brand personality. In the short term, people will cry more loudly than others because your brand is louder than others.

From this perspective, the brand behavior that only focuses on short-term interests will seriously damage the core value of the brand.

Brand is the monopoly and possession of consumer preference, and this kind of possession comes from the character of the brand. If the brand does not have its own character, it is hard for consumers to have a preference for it, and it is difficult to form a popular fashion, which makes it difficult to form a brand context or even a brand culture.

Throughout the world, many successful brands will find that their common feature is a core personality proposition. This brand advertisement or brand symbol appears in the consumer's perspective, consumers will soon feel its existence, and will soon establish some kind of value relevance.

From this perspective, the brand is to stimulate consumer demand, not just to meet the needs of consumers, because many times consumer demand is generated in the subconscious, and these subconscious needs you to dig deep, many international brands will often be against the tide, anti mainstream, alternative, the core of which is that the brand can stimulate consumers' hidden consumption consciousness by discovering some unique values in the social and cultural symbols system.

Highlighting the culture of the young people and displaying them through entertainment is a way to make young people look at their own brands. This is always the case, which makes it possible to fight against Coca-Cola. NIKE's brand appeal often shows a strong concept of self assertion, which makes many fashionable sports consumers very popular. All the advertisements of the jeans brand LEVI 'S are alluring to all sentient beings, sexy and independent, making consumers feel the temptation of their subconscious, resulting in the desire to consume and possess this brand. LV's public demand and the high-end image that can not be reached can make Chinese consumers have such a brand that can save and frugal. A distinctive brand is easier to establish a leading position in the market, such as Pepsi Cola.

All of these brands have distinct characteristics. This is just like a person's love and hate. The brand's personality highlights its core value proposition. What's worth noting is that these brands are bold enough to express their individuality in every brand proposition, so that their brand's tonality can be sustained, thus giving consumers long-term trust.

Excellence, which is related to the sense of moderation in Chinese culture, is also related to the conservative consciousness of many brand managers, such as being afraid of taking risks, being afraid of being out of bounds, worrying about the brand character being too prominent to control the direction of the brand, and so on. This has led to many brands in shaping the character of the brand, too inclined to the middle of the road, and it is difficult to stand out. For example, many suits have the same demands and striving for success. The sportswear brands are invariably demanding, energetic and enterprising. The IT brand is often a concept of high technology content. Cause China's brand is not enough

Just like sponsors' Olympic marketing, they are always passionate Olympic Games, high-tech Olympics and Humanistic Olympics, but ignore the Olympic concern and spiritual value of consumers. Finally, many Olympic marketing activities have been held, but little effect has been achieved, and even more like Heng Yuan Xiang, the 12 zodiac Hawking ads at the expense of brand reputation, so that consumers are afraid to avoid it.

The shaping of a brand's character starts from culture and starts from the mind consciousness of consumers, rather than starting from products.

Therefore, we must be bold in shaping brand personality. We must dare to go forward and challenge the authority. We must not fall into the stereotypes of people. We should dare to create a cool, avant-garde, sexy brand instead of a conservative and dreary brand.

In addition, after the tone of the brand is set, it is necessary to persist in this direction to disseminate, rather than say one set today, and say another one tomorrow.

The brand growth space of Chinese market is very large, because there are many subcultures, group culture and regional culture inside Chinese culture. The value differences in these cultures can achieve many brands' unique values and aspirations, and the key is whether brand managers can touch consumers' minds and unique eyesight.