Interpretation Of The Ten Leading Brands In The US: Customer Centred

The United States' "20 thousand and 70 leading brands" is coming out recently, which is based on the performance of 2500 kinds of American products in the market in the past 2003-2006 years. It tells us that the success of business lies in whether it can understand the rational and emotional motives of consumers at the same time, and clearly reveals the main trend of marketing world, such as brand strategy cooperation.

WPP group's Landor Associates (Landor Associates) announced the third US top ten beat brands list (The 2007 Breakaway Brands) at the beginning of the year.

The most prominent feature of the list in the marketing world is that, in addition to the rigid index of the brand's contribution to the total business revenue, it is more important that every brand list will bring new blood.

Although the scope of the selection is only covered by the United States, and there are only 10 brands on the winning list, but behind these 10 lying names is a dynamic business story, which enables us to learn how to create brand reputation, how to polish and develop the old brand, and let the brand drive business pformation.

Brand rule: customer centered

Customer centred, this sentence has been repeated many times, but this is a marketing principle that cannot be emphasized. It is still at least in this stage.

Customers are undeniably dominant in any industry - this has been going on for quite some time.

Those who categorize target consumers according to their basic demographic status and household income believe that competition from only one category of marketing has become history.

Today, everything in business success lies in whether we can truly understand consumers' rational and emotional motives.

John Hines, chief marketing officer of American Express, recently pointed out that "when I first entered the industry in, I was..." (John)

Our whole challenge is to let consumers understand something new.

Today, the situation has changed 180 degrees.

Consumers have more advanced ideas than most enterprises.

You can interpret it as a threat or an opportunity.

The winners of this year's fast track brands can quickly respond to the complex needs of consumers and flexibly use strategies that draw consumers closer.

TJ Maxx, which is the top brand innovation this year, was founded in 1976, and is currently the largest discount clothing and commodity store in the United States.

Discount stores are not a new concept, but this retail giant has discovered an interesting phenomenon in recent years through close research on customers. That is, saving is no longer just a habit of middle and low income groups. More and more wealthy customers are also very happy to save money and buy good products.

So, in 2004, Maxx announced the opening plan of 282 jewelry and accessories stores to cater to the consumption needs of high-end customers.

Costco, another retail discount shop on the list, has also made some achievements in satisfying the needs of customers to buy more high-end goods. Its slogan is: save a little every day, you can buy luxury items with limited budget.

The shopping mall finds out the most high-quality high-end products in a large number of goods sold, from diamond ornaments to exotic holiday trips, then offers attractive discounts and streamlines the purchase process.

Costco not only mastered the needs of customers, but also knew the customers' dreams, and turned these dreams into something that could be realized and sent them to the customers' eyes.

As a matter of fact, TJ Maxx and Costco are very appropriate to take advantage of the consumer psychology, but this does not show that other categories of brands can't take advantage of this phenomenon.

When iPod first launched in October 2001, it was priced at between $400~500. In the following year, it was trying to keep itself closer to the larger crowd. The trick was to launch a cheaper Mini, Nano, and last 1GB Shuffle with a smaller size but less capacity, and its pricing has been as low as $75.

Nowadays, iPod has established the same customer loyalty in different customer groups, because it allows people to buy the luxury goods with very little money.

This strategy called "affinity innovation" will only enhance people's love for "I" products.

Experts on establishing partnerships: iPod

The topic of iPod has not yet been finished. It has become the only brand in the top ten list. The reason is only one: Apple Corp, under the leadership of Jobs, has not ceased to innovate one day since the birth of iPod.

Nowadays, the number of iPod owned by Americans is more than any other MP3 product, and iPod has been integrated into quite a part of people's lifestyle. This is almost the ultimate dream of most brands in the world.

On this basis, iPod aligns with other brands and expands the target market on the one hand, mainly in order to combine iPod with more new and more exciting technologies.

Athletes can now record motion data with Nike shoes and play it instantly through iPod.

After the initial cooperation with BMW, iPod's stereo system was installed on Mercedes Benz, Volvo, Nissan, Ferrari, Acura, Audi, Honda and Volkswagen.

Consumers are quite smart now, and many people have learned the theory of big sets.

Because of this, enterprises must be able to develop strategic cooperation projects intelligently. This cooperation must be able to add value to the brand and bring real benefits to customers.

BlackBerry's success is based on the omnipotent e-mail system on the wireless phone network because it provides a truly unique tool for professionals: the interface is simple, workaholics can really work at any time and anywhere.

BlackBerry has rapidly soared to become one of the business elite's logo.

Within a few years, BlackBerry has found that products have become saturated in the business world. If they want to improve sales again, brands must find new customers and markets.

At this point, cooperation is undoubtedly smart and natural.

They aligned themselves with Cingular, Verizon, Sprint and other US carriers, so BlackBerry not only touched more customers, but also enhanced trust in the brand through cooperation with wireless carriers.

Then, blackberry began working with YAHOO and AOL to jointly provide mobile phone for instant messaging software.

The success of PepsiCo's Gatorade sports brand Propel Fitness Water can be said to be closely related to McDonald's cooperation activities.

As we all know, this fast food giant has been striving to create a breakthrough image since the new century. It has tried every means to promote healthy lifestyle through brand and product improvement.

This cooperation allows people not only to see Propel on the supermarket shelves, but to taste the taste of the new beverage with 12 flavors, and at the same time, it also smoothly implanted the healthy image of the brand into the impression of consumers.

The biggest challenge for brands: evergreen

The giant companies like GE and Microsoft are unlikely to appear on the coolest brands list, but the style is not right.

So what made these two dinosaur heavyweight companies come on the list?

Experts pointed out that Microsoft Corp did a few pretty things in this respect.

Microsoft's main product Office series is doing well, which seems to be hard to impress, but Xbox is different. The improved version of Xbox is popular after the launch, because the product is well done in customer tastes.

The Gates couple foundation, which won $37 billion in Warren Buffett's money, has performed well, and has also scored enough for Microsoft's image pr.

Finally, Microsoft's key score lies in the softness of the overall public image of the company.

Although some top figures of Microsoft do not want to admit it, the fact is that Microsoft has been somewhat discolored in the minds of people in the minds of people. The image of tough and aggressive monopolies has been fading. With the emergence of the new strong rival Google, Microsoft's performance on the Internet has made people feel that this is the image of an oppressed.

Ge Corp's brand improvement is more affinity.

The most famous market activity "Environmental Imagination" launched by the company is aimed at more environment-friendly technologies such as energy-saving refrigerators and wind engines. The company's research and development funding will increase from 700 million US dollars in 2005 to US $1 billion 500 million in 2010.

Last year, 45 products and services in this area were invested in US $12 billion.

"They are trying to drive the entire big ship of the company using environmentally-friendly energy."

Langtao chief marketing officer Hines Ross (Hayes Roth) commented.

In fact, the new brand can hardly open the situation through the advertising activities of large scale or very new places that are willing to spend money, and let some brand change positioning that has already formed a fixed impression in people's minds, even if only 1% changes, the cost will be much greater and the risk will be even more difficult to predict.

The success of Microsoft and GE's pformation has been ranked among the top ten brands. From another perspective, it may provide more reference and role models to the business world than the top eight brands.

Here, it may be most appropriate to quote a paragraph from langtao's research report as the end of this article.

"Today's business world is changing rapidly. This is why companies must be more conscientious to gain the trust of users. Only in this way can they succeed.

More importantly, like business and life, trust is to win and money can not be bought.

The success of the top ten brand companies this year is not only to establish connections and trust with customers, but to pform the hidden relationships in the brand into reality.