Brand: Powerful Force That Affects People'S Lives.

When an individual drives an expensive Bentley car to appear in front of people, I believe everyone's eyes will focus on the owner of the car and guess his identity.

"In fact, brand is not only the value of goods, but also the extension of brand value, such as seeing a person sitting in a world-class car, and immediately associating with his success."

Ma Hongbo, assistant general manager of Shenyang Vanke Real Estate Development Co., Ltd. explains the brand.

When goods enable customers to produce associative cognition and expectations for tangible products and intangible value attached to products, it can be used as a brand.

Who affects our lives?

Floyd likened the soul to an iceberg. What surfaced was a small part, representing consciousness, and most of it buried beneath the surface of the water was the unconscious.

In fact, there are always some successful people in our life who won our admiration, and these people's personal charisma, extensive knowledge and good habits affect our lives.

Under their influence, they even change their habits.

From the perspective of consumer psychology, brand represents the identity, status and personality of users in people's mind.

A successful case of China Mobile is the introduction of the "dynamic zone". The "dynamic zone" chose the new Jay Chou who was popular with young people as a spokesperson.

The head of the Mobile Corporation said that the "dynamic zone", a 15 year old ~25 year old young person who pursues fashion and emphasizes unique personality, has created the "short message" subdivision brand.

Facts have proved that the "dynamic zone" has achieved great success in the short message service through Jay Chou's influence in the youth.

"The way to enhance self-esteem and self-image is an effective way to build brand image" has become a common truth among businessmen.

A large number of advertisements aim at helping the target consumers to form the concept of the recommended brand: to choose the same brand with the similar people, because the brand matches their preferred self image to enhance their sense of self-esteem.

Psychologists believe that advertisements everywhere show the importance of this.

By studying different segments of people's values and lifestyles, it reflects the different self-esteem and self-image of consumers. Especially in the era of close competition with product quality approaching, this kind of influence is more easily accepted by consumers.

The brand is made in this way.

In a rapidly changing era, the brand is constantly developing new technology and launching new products, which has brought a lot of convenience to life.

But it is also facing new problems. So many brands are launching so many new products every year. How to choose brand products and services?

"Any industry is the same, the initial stage of products, do not exclude price advantage competition, after that, is to make the brand."

Yin Fushan, director of Shenyang Guang Mei Department of Gome, said.

As someone has put forward, "identity is just the beginning. When consumption becomes a habit, it is time for the brand to be established."

According to the survey, the ratio of real brand to total merchandise is less than 3%%, but the market share of branded goods is more than 40%%, and sales account for about half of market sales.

In fact, no consumers say that they have a psychological and emotional value for their brand to consume.

Goodwill is only part of the emotional value, but also accumulates more emotional values to achieve the overall recognition of the brand.

This view has been recognized by Ma Hongbo, assistant general manager of Shenyang Vanke Real Estate Development Co., Ltd.

It shows that simple interest identification is the use value, and is the consumer's need for product interests.

The need for brand interest is the emotional needs and desire needs in the social environment.

In fact, whether it is real estate business leader Wanke, or other well-known brands believe that the brand has a feature: brand is a manifestation of individuality.

That is to say, differentiated consumer demand, for example, the "Rolls-Royce" brand is a symbol of status; "Cadillac" brand is a symbol of success, both are cars, but their symbolic meanings are different.

Brand new journey of change

Brand seems to be a symbol of status and status for consumers, but the brand function is slowly changing now, and consumers are beginning to require the brand to become a symbol of culture and connotation.

When consumers buy and consume high-quality and reliable brand goods, they should also feel the comfort brought by brand culture.

"If you ask a first-line star to do the endorsement of the company, this is just a superficial phenomenon of shaping the brand. I think the deeper brand building is still in the service of humanity."

Yin Fushan analyzed the connotation of brand building.

It revealed that Gome will start a deeper strategic cooperation with the manufacturers in the after sales link. Consumers who buy home appliances in other shopping malls can also go to the repair shop of Gome shop for repair, so that consumers can be maximally satisfied.

Ma Hongbo also believes that in fact, products should be a solution to life.

In this program, the consumer personality and corporate culture are embodied.

In fact, Vanke, as a real estate company, is also seeking the humanistic appeal in the brand.

There will be some soft concepts extending in Vanke's products.

Almost all of the projects, with the entire community facilities, and its life fun, a good brand will assess how much green outside the house?

How much privacy will there be in the house?

Will there be a good parking space in the house?

Is there a separation between people and cars in this district?

Is travel convenient?

Is the plot safe?

These are extensions of its high-end concepts, and are also more humanized designs. They are services for people.

"When consumers choose a project brand, they choose not only a house but also a house."

Ma Hongbo said, "in the process of urbanization and fashion, people are paying more and more attention to the brand extension of style. The existence and development of brands are changing people's lives."