Managing Treasure: Brand Building

And many international frontline brand For a long time, different generations of professional managers and brand housekeepers are struggling to create brand processes. Most of the brands in the domestic market rely on "knowledge and trust" to become a regional or even national brand in a short time.

Let more consumers know and let more consumers trust. This is the two most important factor in the success of domestic brands in a short period of time. In Huatai planning, we call reputation and credibility the resultant force.

[consumer spending formula]

I know you + I trust you = I choose you.

What steps have been taken by consumers to buy a brand name product or service? Let us find out the core of the problem directly from the tedious psychology and market formulas. Let's take a look at the following three short cases.

A: instant noodles, I like to eat Kangshifu. I know many brands such as "unity", "Fu Fu Da" and "Jin Ma Lang". I don't like to change tastes. When I went to university, I had a habit of eating Kangshifu.

B: vitamins, I think 21 Jin Wei he is more cost-effective, and Ni Ping endorsement, Ni Ping image is more righteous, before the CCTV host, it should be good quality. If the vitamin is given, I will choose a gold partner. The advertisement says "the only recommended product of the Chinese Nutrition Society". It should be quite regular.

C: of course, herbal drinks. Wang Lao Ji It is the first brand to make herbal tea. In the 08 year, Wenchuan also donated more than one billion. Such enterprises and products like this are trustworthy.

Through these three cases, it is not difficult to find that when consumers choose products, the first is to understand their brand awareness. The more well-known enterprises, the greater the likelihood that their products will be chosen by consumers.

In addition, the phrase "worthy of my trust" mentioned in the case is: in fact, this is a word that decides the brand's life and death -- because consumers know the brand, but they do not necessarily buy it. In many homogeneous products, who can best trust the consumer, consumers will often choose it. On the contrary, a brand loses the trust of consumers will lose the market. The three oral liquid, Sanlu milk powder and Ju Nenggai are all consumers' trust yesterday.

In essence, knowing power is the fundamental problem of selling goods. Because the ultimate goal of marketing is to sell goods, and the most basic way to sell is to let more people buy goods and make more people repeat consumption.

[reputation building formula]

　　 Popularity = continuous advertising + intermittent news.

It's easy to see that the brand in your brain is mostly washed out by advertisements and news.

Wahaha, Kangshifu, farmer mountain spring, green arrow and Coca-Cola - these fast food products have been rooted in your brain through more than ten years of continuous advertising. When you need to drink water, drink fruit juice and drink cola, these brands will jump out of your brain and let you choose the basis.

Brain platinum, Yang Sheng Tang, stache, Daknin, golden voice - these health care products, also through decades of uninterrupted advertising, has let you know who they are, what is their use, when you need to give gifts, need to cure stomach disease, treat beriberi or people to protect their voice, can easily know who to choose.

In addition to continuous advertising, intermittent news is also one of the best tools to create fame. Compared to advertising, it may cost less and have more effect.

Vanke's advertisement is small, but Vanke's Wang Shi can be regarded as a news figure. Climbing Mount Everest, economic figures and other news will closely connect Wang Shi and Vanke, so that people who are familiar with Wang Shi will know Vanke. {page_break}

The advertising of HUAWEI is almost zero -- but the success of HUAWEI's Ren Zhengfei and HUAWEI has become a commercial teaching material circulating in the public, and the enterprises by news myth do not need to advertise.

Chunqiu Airlines basically did not advertise, but "China's first private aircraft license", "price butcher in the air" and so on, let the airline that only rise for 35 years has wide popularity.

Of course, continuous advertising and intermittent news can be used simultaneously to enhance popularity. Haier's Zhang Ruimin, Mengniu's Niu Gensheng and Alibaba's Ma Yun are the leaders of China's marketing field.

Haier electric advertising can be traced back to the early 90s. Haier's advertising was done early and the advertising industry did well. Zhang Ruimin himself is the darling of the news media. Even CCTV's 1 sets are displayed in the news broadcast. In addition, the news of Haier's development is often seen in the media such as television, newspapers, and the Internet.

Mengniu's advertising has been quite a lot these years. At the same time, Niu Gensheng's momentum is also very strong, constantly on the news, as a judge, to appear on large and medium media, and constantly create public opinion influence. This is a news for the rise of a company that has risen many years later than Erie and light.

Alibaba is strong in addition to Taobao and Alibaba advertising, the head of the Ma Yun is the focus of news, rough entrepreneurial experience, a miracle of tax payment of 1 million every day, the first Alipay trading mode and other news, so that Ma and his Alibaba, Taobao network get the title.

[confidence formula]

Trustworthiness = trust experience + trust propagation

After several food safety incidents in recent years, the word "trust" has been used and mentioned more and more in recent years in China lacking commercial integrity. The degree of trust is different from the reputation that marketing often says. Reputation is the side that enterprises display their reputation and stands in the position of enterprises. Trust degree is a kind of emotion that consumers believe and rely on with brand or product. It is an emotion perceived by consumers in consumption experience and acceptance.

Know is quantity change, trust is qualitative change, first quantity change, and qualitative change, brand will go farther and farther away.

In the light of what is worth the trust of others, usually enterprises can solve trust problems from two aspects, one is the experience of trust.

When you go to a hypermarket to buy batteries, if you meet a salesperson of XX brand battery, do not wear everyday clothes, then talk about promotion, and the products on terminal display are messy, the price tag is chaotic, and the product packaging is poor. Can this kind of consumer experience make you trust this brand?

For example, when you walk into any Starbucks, you will feel that Starbucks is worthy of your trust. It will make you feel comfortable whether it is shop decoration, store display, lighting, cups and staff clothing. The results of all these sensory experiences make you feel formal and professional, and gradually create a sense of trust in your mind.

Apart from knowing you in advertising, the most direct understanding of you is the terminal, which is like a blind date. The first dirty look is bound to create a bad impression. Therefore, when the advertising cost is low, the terminal will be vivid and operate to meet consumers in a formal and professional manner. This will create a good consumer experience for consumers. A good consumption experience is a prerequisite for establishing trust.