Breaking Through Creativity And Accelerating Corporate Decline

In the Oxford dictionary, the brand is interpreted as "used to prove ownership, as a sign of quality or other uses", that is, to distinguish and prove quality.

With the passage of time, the business competition pattern and the form of retailing industry are changing. The meaning of brand carrying capacity is becoming more and more abundant, and even a special research field -- branding.

Based on the above description, people define the following:

A brand is an intangible asset that brings premium and value to its owner. Its carrier is the name, terminology, symbol, symbol or design and its combination used to distinguish products or services from other competitors. The source of increment comes from the impression of carriers in the minds of consumers.

The generic brand definition acceptable to the public:

1. a general definition: a brand is a name, noun, symbol or design, or a combination of them, whose purpose is to identify the product or service of a seller or a group of sellers, and distinguish them from competitors' products and services.

2., as the definition of brand strategy development, brand is a kind of image recognition which is formed through the above factors and a series of market activities. The perception, quality cognition and customer loyalty displayed through these are generally intangible assets.

So this time, a brand appears as an intangible asset.

I do not comment on the above definition.

Personally, the word "brand" should have the commonality of "development" in dialectics, that is, "brand" is a developing, positive and promising enterprise, product and service.

This is a good example.

At the same time, it should also be a matrix of "famous brand".

For example, in real life, Zhang three bought a piece of clothing 1000 yuan. After watching Li Si, he shouted: although it is expensive, but a brand, value ah!

From the point of view of customary expression, Li Si's "brand" is the interpretation of "development" in the concept of brand.

Since a product or service is a brand, it means that its reputation is as high as its praise and responsibility.

That is to say, whether you are an enterprise, a product or a service, the higher praise you have, the wider popularity, the greater responsibility you should assume in the consumer's mind.

There are many examples that happen to us. I do not mention many of them here. I only solve a brand named Sanlu once because of an advertisement.

Sanlu, rich in melamine in blood: the stone crisis behind the lovely and lovely

In August of 08, the Beijing Olympic Games had not yet been opened, and the Olympic advertising video of Sanlu infant formula was shown on all the buses in Guangzhou: "the applause" Sanlu's TV advertisement, which lasted for one minute, did not know how many poor parents had been killed. Several healthy, happy, lively and loving children with white skin were dancing in the warm applause, the last picture, a child's "making" means "stronger" posture, an arc across: Sanlu infant formula.

In this regard, Sanlu products and Olympic spirit are established here.

The first time I saw this advertisement, I couldn't help cheering on its advertising creativity and deepening loyalty to Sanlu brand.

After looking at it several times, he thought to himself that if he had a child, he must drink Sanlu milk powder.

The ingenious advertising originality and excellent advertising performance have brought the symbol of Sanlu brand to the hearts of thousands of parents with enthusiastic applause.

All this is due to the high memory and high resonance of excellent creativity. Under the function of efficient communication means, advertising information will maximize the pmission of advertising information under the function of creativity, so as to achieve the purpose of advertising itself.

Perhaps this excellent advertising idea has killed more lovely babies and cute children.

It not only aggravated the spread of melamine toxin in more children, but also exacerbated the destruction of Sanlu brand.

Melamine incident, if the big Sanlu brand collapsed, leaving only a zombie like body!

Sanlu is a brand, a responsibility, a high reputation entity, all of which has aggravated the destruction of Sanlu under its excellent advertising creativity.

This is a manifestation of human security needs. "

"From the hierarchy of needs, we can see that safety demand is a lower demand and a consumer's bottom line."

(facts prove that Sanlu challenges not only simple security, but the pition between life and death.

From the perspective of demand, Sanlu's death is also in the dark.