Three Classic Ways To Create Brand Names

How can a successful brand be built? For a brand worker, this is a proposition for every one of us.

This is indeed a very secure undertaking, but this kind of value creation way relying on running cheap labor force is bound to go into a dilemma in the continuous development of society, and many of us do not realize this.

So we can see that the textile enterprises from the Yangtze River Delta are shutting down their jobs, and the appliances and toy manufacturers in the Pearl River Delta have been forced to close down. The Chinese enterprises have fallen behind in front of this financial crisis. Why is that? In addition to relying too much on export trade, enterprises do not even own their brands, so no one wants to sell them.

Therefore, it became the most worthless 1 of Mr. Lang Xianping's 61 value chain and was abandoned by the world.

In this economic environment, brand management has become the common goal of every entrepreneur. Having his own brand means having his own future, because at least it can sell the product at a good price, or allow the enterprise to have the basis of negotiation financing.

So how do we build a successful brand? Many people or many entrepreneurs think that building a brand requires a lot of money. In fact, if you equate brand building with advertising, then you really don't know the brand, nor can you run or build a brand.

In fact, it is not difficult to create a successful brand. The success of many international brands is nothing more than three ways. If we can integrate these three ways, the brand will naturally succeed.

The following are the three ways that I have summed up for you to discuss with one another.

Creating legend: the way to create leader brand

This is the way to build a leader brand. Any leader brand must have many legendary stories, such as creating a category, creating a milestone in the development of the industry, creating the pinnacle of the technology of the industry, and having many legendary consumer stories, all of which are the look of the brand.

Consumers' concern and trust for brands, brand legends are the most addicting and obsession, such as the story of Coca-Cola recipes, the story of Marlboro's reviving and the story of Microsoft's opening windows. These are not only the reasons for attracting consumers' attention, but more importantly, they are outstanding brand performance, have a huge reputation effect, and can be constantly copied and amplified through the media's mouth.

Insisting: the way of creating the backbone brand

This is the easiest and the least easy to do.

In the process of brand building, enterprises need to be determined and able to persist.

Entrepreneurs used to say that I knew 50% of the advertising cost was wasted, but I don't know where it was wasted.

Well, I can tell you that most of them are wasted on enterprises.

Input-output oriented business operators often naturally stop advertising or brand input without seeing output or lagging behind.

This is the need of business operation, but the resources that have been invested are wasted in vain.

In addition, because of changes in business managers and adjustment of management ideas, the brand direction that should have been adhered to has not been persisted, or the quality and technology that should be adhered to have not been persisted. As a result, brand building has been artificially subjected to a surgical operation, so how can we make the brand grow healthily?

Stick to your brand values and stick to your brand strategy. This is one of the keys to create a successful brand.

I once read a story about a Japanese textile enterprise in a book. I originally wanted to search its name for your reference, but there seems to be no such story on the Internet.

The author of the book introduced his visit to Japan, visited a Japanese textile enterprise, a hundred years old shop, and provided cloth for the Japanese royal family. It can be said that in Japan, globrand.com is a prominent position.

There is a torn cloth in the door of the enterprise. Maybe someone will not feel the same way: if a piece of rotten cloth is hung in the hall, will it affect the image of the company? If you think so, it is wrong. This cloth is the soul of the enterprise. This enterprise adhered to the quality of the gods.

During the first World War, because of the evil between Japan and Germany, the workers of this company secretly used the Japanese dyestuffs of poor quality to produce cloth when they lacked German dyestuffs. Later, the boss discovered that he was very angry, and he tore up all the cloth that was out of order.

In order to warn employees to stick to their quality, the boss hangs a cloth of their own torn cloth in the factory hall, so that employees who come in and out from work here every day can see it.

Because the seeds of this insistence on quality are sown, the staff of this company always uphold the principle of quality first.

The retired employees volunteered to form a quality supervision team and return to the company to continue to care for their quality and products.

Because of this persistence and persistence in quality, they have become a long-term supplier of the royal family in Japan, and will not fail for a century.

Focus: the way to create excellent brands

This is the most patient thing to do.

If a brand can always focus on a particular business and constantly improve itself through its efforts and promotion, it can also succeed.

This approach is most suitable for small and medium-sized enterprises.

In the big way, the competition is incandescence, and focus can enhance the brand space.

But many enterprises often do not have this patience, resulting in the homogenization of competition, either defeated by competitors, or collapsed because of poor management.

Galanz's microwave oven has been focused on the microwave oven business in the early years, making the Galanz microwave oven the first brand of the world's microwave oven. In the competition of China's microwave oven market, Galanz has successively defeated the international brand trying to enter the world, and has become the king of the world's microwave oven.

Because of this spirit of dedication, Galanz has also become a banner of Chinese brands in the world.

In the early stage of brand growth, we should concentrate on the development of brand. We must insist on the development period of the brand. If the brand can persist in its own development direction and communication idea when it focuses on a certain category and a certain cause, and constantly create and surpass the competitors in the technological R & D and enterprise development, and achieve the legend of the industry, the brand development speed will accelerate, and continuously release endless energy to help enterprises achieve the leap of brand quality.

Often a brand without legend can be an excellent brand in the industry and have its own place if he can focus on a cause and bring the unskilled business to the extreme, and the quality of the product and the quality of the sales channel will become superior because of his concentration.

Over time, when this focus becomes an advantage, the brand has gained the survival space, and the brand has entered the development stage.

This requires that we know how to stick to it, stick to our profession, stick to our focus and avoid blindly applying a very professional brand to cover more industries or products, resulting in the split and loss of brand value.

A brand that knows how to focus and will persist will be a core brand of leftover after a long process of brand incubation. When other brands in the industry fall into the trap of market when they are ready to fall into trouble, when the leaders in the market can not resist the temptation to make mistakes, they will be able to take advantage of the situation and constantly create their own brand legends, becoming the leader brand in the industry.

In fact, many successful brands all over the world.

Jay's success is not only that, but it is also worth mentioning that Jay is the only American manufacturer who has always insisted on producing petrol lighters so far. With its simple design and unique hinged rotary shaft technology, it has created a unique patent.

Outstanding technology and dedicated brand spirit have made Jay become an excellent brand, and more importantly, it has become the patron saint of US soldiers in the battlefield.

The story of the crash aircraft crew illuminating the aircraft instrument and flying the airplane safely, and the legend of helping the soldiers stop the bullet in the battlefield, and the praise of Eisenhower, made him worthy of being the king of the lighter.

As the first, the soldiers can be felt in the bloodshed.

Let's take a look at the eternal pike pen, how can a small pen make the world so amazing, how can Parker become the leader of the pen? From the humble experience to the design of pike pen, from the humble birth to the admiration, Parker has won the world with his excellent quality, and has also written a legend for himself. Conan Doyle has molded Holmes by Parker. Henry has signed the contract for buying The Empire State Building with Pak pen.

In the course of more than 100 years of development, it has not only provided the writer with the most reliable writing tool, but more importantly, it has been closely linked with the world.

These legends make pike worthy of being the king of writing the world pen industry.

It is not just Jay or Parker, but a hundred years' brand, with its legendary past, brilliant and dedicated technology, and its persistent efforts to achieve its centennial foundation. Any brand's success needs to have the character of focusing and persistence, and at the same time create a legendary style. Otherwise, it will not be possible to have such a brilliant brand achievement or to achieve such a brilliant brand achievement. All the successful brands in the world insist on persistence, create legend in upholding, and build a brand building in legend. This is the three magic weapon of brand success. It is not easy to look simple, because if you can do it, it is a legend in itself.