Build A Great Brand

There are thousands of brands in the market competing for your attention every day, rushing to occupy a corner in your head.

It has even been pointed out that at least 10000 new brands are born every day in the world. No matter what the accuracy of these data is, there is one truth: there are countless new and old brands in the market, but few are known as "great brands".

I also believe that every business manager will boast that his brand is the most famous brand. Is this really the case?

Now let's discuss this interesting topic together.

How can we call it a great brand?

Engrave your brand name or logo on the consumer's skin, and then make a big hit in the best selling magazine.

It doesn't have to be so. Just like Nike Ju sports shoes, Geely shaving razors and Coca-Cola, the most favorable impression is put into the consumer's head.

The definition of "greatness" lies not in the great achievements made by the brand in the past, but in the ability to use the brand advantage to bind consumers with emotional factors and create the long-term interests of products or services.

In other words, a super brand should not only convey the emotional interests, but also the functional interests.

You may as well ask yourself:

"Does my brand have a shocking advantage to affect sales and market share?"

If there are difficulties in assessing occupancy, try comparing the industry or main competitors and their sales volume.

"Can my brand appeal impress the target customers and create their loyalty?"

If you answer: Yes, then we should congratulate you, you have the basic conditions, become a great brand, it will also be your company's most valuable asset.

Coca-Cola's core brand and its sub brands have accumulated a value of US $68 billion 900 million, which is known as the most valuable brand in the world.

The name "Pan America" is priced at more than 40 million dollars, and the name of rolls is also worth 66 million dollars.

As long as Coca-Cola rented out its name, it could earn billions of dollars for it.

Therefore, the creation and operation of brand is a serious undertaking and a complex of science and art.

No matter whether you are strong or weak brand, it is impossible to go all the way to the "great" road. But inevitably, you must go through the process of storing, remembering and remembering in the minds of consumers. In the past 15 years, the industry and academia have made great achievements in this field, and have made great contributions to the brand and marketing nowadays.

In short, the brand is usually great, and must be tested strictly by consumers, especially the brand positioning for the psychological level of consumers.

When consumers think of you and the same product category, what beliefs do you have in their minds?

Are they good or bad memories that enter their hearts?

For example, the direct association of a law firm for some people may be a painful memory of divorce or family disruption.

Therefore, under the noise interference, how to break out of the brand and leave a deep impression on their memory becomes a problem that we must ponder deeply.

Outstanding brands are often able to separate a suitable space for themselves in the market, and exert enough effort in this space to attack target customers and let them directly or indirectly affect sales.

For example, the target market of brewers is to set up heavy users in beer drinkers, and then expand their influence on other moderate and light drinkers.

The famous Marlboro cigarette in the United States is purely free and heroic, rather than "cowboy" itself.

The great part of a brand is not its momentum or size, but its ability to penetrate the hearts of the community and resonate.

Great brands create sales and create repeat sales.

What does a business want to cultivate a great brand?

Nothing else. It just adds more sales from fierce competition.

For marketers, engaging in brand activities is a very interesting and challenging job, but don't obscure the original focus. The focus is on brand success and enterprise growth, which comes from constantly increasing sales and keeping profits. In addition, attracting or retaining the best marketing talents, maintaining staff, suppliers, channels, shareholders, and even good social relations.

If the brand is tied up, this relationship chain will not only benefit the long-term development of the brand, but also leave a good impression on the customers' mind.

Therefore, once the target market is finalized, outstanding brands usually focus their firepower on one or two unique interests recognized in the consumer's mind, as if the flash flashes suddenly, and immediately becomes the focus of attention.

At the same time, the brand positioning strategy begins to spread the power of communication at various contact points and customers, such as products, advertising, retail outlets, Internet, product display, telephone hotline, public relations and so on.

For large enterprises, the most difficult obstacles to overcome are three:

(1) management executives' mastery of market trends and bias are only afraid of branding.

(2) there is no consistency in communicating brand messages with customers at various contact points.

(3) the implementation of brand activity marketing or brand manager's personnel pfer leads to the maintenance of brand consistency.

Nike Ju sports shoes (Nike) is one of the few brands in the world that can expand to this scale. Its brand positioning strategy relies on the 360 degree of all-round long-term communication power and has accumulated huge brand asset effect.

For example, during the 90s, Nike Ju used "black power and beauty" as one of the communication themes, and conveyed the ability of human beings to surpass the limit by means of surreal expression. They felt the thrilling appeal everywhere in the TV media, the Atlanta Olympic Games, or in the Internet (Internet) and Nike Ju sporting goods stores.

It took less than 10 years to squeeze Nike Ju's hooks into the world's super brands.

Generally speaking, in the past years, the Italy automobile was not good enough to launch in the cold and wet winter. Japan's electronic products were cheap and unreliable. It is a common impression that today they are no longer inferior to Wu, because they have the absolute ability to develop the same product technology and management technology, and try their best to reverse the bad impression of the past through the brand globalization strategy.

Tangible products can produce almost the same functional interest points and high trustworthiness quality. Today's brands must compete with competitors in invisible interests, such as customer service and brand maintenance.

Because of the rapid evolution of science and technology, product function is easy to imitate, homogeneity is serious, "psychological emotional appeal" is often the most effective way to highlight brand personality.

Aurench (Orange), a mobile phone company in Europe, is also one of the few super brands in the first Century who despising the communications market. Although the product itself represents the meaning of mobile phone service, it is different from other competitors, which avoids the product oriented appeal. The message conveyed by the brand is entirely focused on the theme of "meaning of life", and the impression that is embedded in the consumer is the personalized mobile phone with "meaning of life".

In fact, the so-called "super brand" has surpassed the value of the product itself. Coca-Cola has already crossed the category of water, syrup and bubbles. Who cares what Coca-Cola is made today?

Coca-Cola is Coca-Cola. When people's memories fade away, their feelings are still there. This is the great brand!

Ye Zhenggang, Taipei, Taiwan, China, UK TheRobertGordon, University of Aberdeen business school, master of marketing management, brand marketing and retail marketing experience for 16 years, commercial real estate planning for 5 years, customer experience mode + service chain 7P marketing mix strategy development mode.

Mobile phone: 00-86-15801748290

E-mail:jeffreyck@hotmail.co.uk