Huang Zi Hao'S Brand Culture Positioning Strategy

At this stage, many management experts or advertising planners regard brand as the core factor for the survival and development of enterprises.

However, with the increasing popularity of international and local brand marketing, coupled with local brand price war and other comprehensive factors, what consumers often do in China is to abandon one brand and turn to another brand.

In the competition of Chinese market, the loyalty of consumers to many brands has not really formed. Therefore, any effort to promote the brand is very likely to establish prestige for themselves, win public trust and stand out from competition.

How to make consumers loyal to the brand, how to make the brand sublime to consumers and guide the needs of consumers is the ultimate mission of every brand.

Therefore, this article advocates the understanding of brand from a strategic perspective, taking brand culture as the entry point of brand strategy, and building a brand from the perspective of macro culture from the perspective of high-end brand understanding. This is the inevitable way for a great brand to grow and succeed.

To create a strong brand culture, the most important problem is to locate the brand culture. This is the core of every brand strategy. Although not all the construction of the ultimate brand culture is conscious of brand positioning from the beginning, but in the process of implementation, they have noticed the positioning of the brand culture and solved it reasonably and successfully.

Importance of brand culture orientation

The so-called brand culture positioning refers to the injection of a certain cultural connotation into the brand to form cultural brand differences.

Its importance lies in the following aspects:

Improving brand taste

Grove, former president of Intel, once said: "the whole world will fight for the eye, and whoever can attract more attention will become the master of twenty-first Century."

Products that are unable to attract attention will not be able to withstand the stormy waves of the market and are doomed to lose in competition.

Only a unique and personalized brand culture positioning will be different from similar products, which can arouse consumers' curiosity.

"Behind the brand is culture", "culture is tomorrow's economy". Different brands adhere to different specific cultures, and enterprises should pay attention to and use cultural orientation.

Brand culture positioning strategy

Many entrepreneurs and experts have discussed many aspects about how to carry out the brand culture orientation. But according to the author's view, the core is the following four points:

Focus on the core value of brand culture

The main misunderstanding of Chinese brand strategy is that the value activities of enterprises do not focus on one core.

The core value of brand culture is the main part of brand equity. It should help consumers identify and remember brand interests and personality, and get consumers' approval, love and affection.

If it is also a shower gel and Canon, "effective bacteria removal", the value of six spirits represents "herbal essence, cool and best use in summer". It is also a famous car, BMW is "driving fun" and Volvo is positioned in "safety".

Because of their clear core values and personalities, these gold signboards have built up their own fixed consumer groups and occupy the highest share in their respective districts.

The consumer also has a good association with the brand because of its recognition of the core value and loyalty to the brand.

Positioning and fully maintaining and promoting the core value of brand culture has become the consensus of international first-class brands, and is the secret to create the golden signboard of the century.

The influence of core value on brand is just like the influence of genes on human beings. The difference between human and gorilla genes is only 1%, but this is because of 1% differences.

It can be seen that if the core value of the brand is not clearly defined, a brand can not grow into a strong brand.

If the core value is inferior to the competitive brand, the profitability of the brand may be hundreds or thousands of times.

Personalized positioning

LarryLight, a Brand Strategist, said: "the main focus of brand information should be on the difference, rather than on how cheap a brand is," Riley said.

As the saying goes, if you want to win the favor of all, then you can only end up being isolated from each other. The culture of being too broad and abstract and mediocre is no culture.

Only the unique and ingenious brand culture can be deeply rooted in the hearts of the people.

Such as "seven wolves" has become the pursuit of achievement, courage and challenge, the age of 30 to 40 years old men as the main target consumer group of men's fine image, this personality highlights the male spirit of the brand culture, so that the seven wolf brand with its profound cultural quality, has made the Chinese male group fashion consumption life spokesperson status.

Through the accurate grasp of the male spirit, the seven wolves company integrated the clothing, liquor, tea products and other industries in the "male culture", and around this brand culture, developed and positioned all kinds of products; clothing self confidence, heavy weight; liquor - chic, bold and unrestrained; tea products - quiet and reverie.

The phenomenon of integrating all the main characteristics of men into all sectors of the industry is very rare in China's industrial enterprises, thus forming a huge competitive power.

Successful brand culture positioning is to show its individuality.

The purpose of attracting consumers is to determine the unique image of a brand by shaping the brand personality.

Resonating with target consumers

The recognition and resonance of consumers is the key to product sales.

Positioning needs to grasp consumers' purchase psychology and purchase motivation, and stimulate consumers' emotion.

The key to success is to be concise, to grasp the main points, not to mention all the advantages of the product, but to point out the difference.

Two, it should arouse consumers' sympathy.

Positioning should be targeted, aiming at the concerns of target consumers and their appreciation level.

Three, positioning must be felt by consumers. If consumers can not be regarded as a standard for assessing quality, positioning will lose their meaning.

The brand culture of any product must be consumer oriented and targeted by consumers.