Brand Concept Development And Management Scientist'S Thinking
Brand is to modern consumers, just as love is to human beings. Nowadays, pursuing brand has become the purchasing instinct of consumers. The behavior of people buying cards undoubtedly sends a strong signal to marketing managers. Only by building strong brands can we get the votes of consumers' currencies.
Since reform and opening up, China's economy has made considerable progress.
However, we are more about the improvement of the total economic volume, rather than the improvement of quality. The world recognised that China is a big manufacturing country and a big manufacturing country, and has to admit that it is a small brand country and a weak brand country.
In particular, there has been no fundamental change in the proportion of brand equity in the total economy.
The key to solve this problem is that our managers must learn to understand the development of brand concept from the perspective of consumers and enhance brand management capability.
As LarryLight, a famous American brand theory expert, said, "the future marketing is the brand war. The only way to have the market is to have the brand with the competitive edge of the market first.
The ultimate goal of market competition is the contest of brands, and the contest of brand management thinking of operators. Excellent brand management needs excellent thinking.
Since the 80s of last century, the concept of "famous brand" began to appear in our media, such as famous brands such as "national excellence, ministerial excellence and provincial excellence".
It can be said that this is the earliest form of brand concept in mainland China.
Brand is popularity. It can be said that people knew brand in those days.
Operators mainly expand the visibility of their enterprises or products through various media.
Soon, due to product and service problems, most of the famous products in that era disappeared.
After the 90s of last century, people's understanding of brand began to change, and gradually realized that the brand and product quality and service began.
A number of brands have emerged through improving product quality and service.
Since twenty-first Century, some of the brand days that originally rely on product quality and service have been getting worse and worse. The reason is that they do not have a good understanding of the connotation of brand building.
Today, the significance of the brand is more emphasis on communication with consumers. Brand means trust and reliability. The deep reason for consumers to pursue brands is that the brand can bring them emotional communication and personal life quality.
Brand building needs not only publicity but also brand connotation.
A brand without connotation is without vitality and can not withstand any blow.
In other words, brand is not only a symbol of a commodity or service that distinguishes itself from another commodity or service, but also represents a unique personality and communication with consumers.
From the perspective of consumer psychology, brand can arouse memories and associations, feelings and emotions in the minds of consumers, and realize what it symbolizes.
All these indicate that brand development should be understood from the angle of communication with consumers.
This is the key to brand building in the past 10 years.
For example, Shanghai customs statistics show (2002): foreign watches imported about 120 thousand from Shanghai port, the value of goods is about 11 million U. S. dollars, while the same period from the Shanghai port exported about 2000000 domestic watches, the value of goods is only 2 million dollars.
Why is there a difference of 100 times the value? Where is the problem? Many people will say that it is a brand problem. However, we must deeply understand this problem and analyze it from the perspective of brand psychology, so as to find out the way of our brand development in the future.
In the era of information overload, people often identify objects and know things by means of fragments information. This is called subjective cognition.
Brand, as a symbol of products, can be used to represent and create the difference characteristics between similar products. Consumers are relying on brand characteristics to create a sense and experience to help them select or identify products.
Psychology calls this phenomenon brand cognition. It forms an invisible recognizer in the minds of consumers. Its basic function is to reduce the energy, risk and time when people choose to buy goods.
The latest research also shows that brand cognition can also be reflected in people's expression of brand sentiment, because a brand reflects a way of life, attitude towards life and consumption concept, and it resonates with consumers emotionally.
That is to say today
brand
In the minds of people, it represents the kind of identity, status and personality of users.
More importantly, the brand can give consumers a cultural added value, so that they can feel the corresponding identity, status, honor and self-confidence, so as to get some psychological satisfaction and experience, and enhance the effectiveness of consumers.
For example, when people drink Coca-Cola, they not only use thirst to quench their thirst, but also a psychological experience that people consciously or unconsciously satisfy the enjoyment of American culture.
Under the market condition that products tend to be homogenized, it is particularly important for consumers to understand the symbolic meaning of brand.
Such as "Rolls-Royce" brand is a symbol of a person's status, and the "Cadillac" brand is a symbol of success.
It can be seen that the same is all about cars, but the symbolic meaning of the brand is absolutely different.
Market research shows that in China, about 30% of consumers tend to purchase goods that are higher than their actual consumption ability in a certain sense. It shows that the symbolic meaning of the brand is very important in the actual marketing.
The meaning construction of brand concept needs to be understood with the consumer as the center. Without consumers, there will be no brand.
Therefore, the latest brand management idea in the world is the management of brand equity appreciation.
That is, consumers will react differently to a specific product or service because the brand assets can give consumers additional value beyond their functions.
Brand equity is essentially a source or consumer based asset.
The brand behavior of consumers is driven by its brand psychological function.
D.Aaker, a brand management expert, believes that the value of brand assets and the huge profits they can create for enterprises are due to their four core characteristics, which are broad and highly well-known, good and consistent product perception quality, strong and positive brand association (stability) and stable loyal consumers (customers).
In other words, brand awareness, brand perceived quality, brand association and brand loyalty are important sources of brand equity.
Brand equity can increase or reduce value for customers, because brand equity helps explain and process information about products and brands stored by consumers, and can also enhance consumers' confidence in making purchase decisions. But more importantly, quality awareness and brand association can improve customer satisfaction with goods, which plays an important role in training loyal customers.
At the same time, brand equity can also provide value to enterprises.
If it can enhance the efficiency and effectiveness of the marketing plan, enhance customer loyalty, enhance the premium capability to increase marginal profit, expand the influence of the brand extension, and leverage the distribution channel.
From the point of view of consumer psychology, managing brand equity is to develop the deep relationship between brand and consumer.
Independent
Individuals understand how brands relate to consumers' self-concept, lifestyle and personality.
Specifically, it is to observe consumers' values and beliefs, behavior preferences and interests and what they have, that is, to understand what they are, what they do and what they want, and so on, so as to understand in depth three ways why they do so.
Our manager knows little about this, which is the fundamental reason why our brand is not as strong as foreign brands.
In twenty-first Century, our managers should understand the future brand building from the perspective of brand concept development.
Specifically,
First, perceived brand perception quality.
This is a subjective perception of the quality of a brand product.
Perceived quality is not only the basis of brand existence, but also affects the operation effect of enterprises.
The higher the brand perceived quality, the more likely it is to cause.
purchase
The higher the market share is, the more reason consumers find themselves.
The main factors that affect brand perceived quality include product quality factors, including performance, characteristics, reliability, durability and applicability, and service quality factors including tangible, service capability, response speed, and the ability to provide personalized service to customers.
It should be pointed out that the actual quality of products is the basis of perceived quality, but the two are sometimes not the same.
This is because the consumer's judgment or request for quality is often different from that of brand managers.
The more perceived quality of a brand, the higher its perceived quality.
Therefore, in brand management, to improve the brand perceived quality of consumers, the key is to find the criteria for judging the perceived quality of consumers, or consumers' requirements for product quality, and then improve them according to the consumer's judgment standard, and consumers will be satisfied with the use of brand products.
On this basis, we will further establish a high-quality brand image by developing appropriate product prices, designing effective sales channels and establishing a sincere commitment to service.
Second, analyze the characteristics of consumers.
Brand management should study the characteristics of loyal consumers belonging to the brand, so as to determine its location in the market.
For example, from the consumers who buy Colgate, most of them are middle income, many children (large families) and healthy families, which accurately set the target market for Colgate Co.
And learn to analyze the consumer characteristics that are pferred from their brands.
By examining customers pferred from their brands, we can learn about the weak links in brand marketing so that they can be corrected.
If the number of pfers is increasing, companies must attract them by changing sales methods. However, it is not easy to do so.
There should be a series of ways to understand and understand the changing characteristics of consumer demand.
Because the products that fail in the market today are not entirely the quality of the products themselves, but the consumers do not know what is special about the brand (products) and other competitors.
This requires us to constantly understand the change and development of today's consumer values.
Only when there is a high consistency between brand and consumer values, such products or brands can be accepted by the market and the market will be faster.
Third, enhance brand image.
The concept of "brand image" has been put forward in the 50s of last century, but so far, no concept of brand image has been established.
Philip Kotler, a famous marketing theory expert in the United States, believes that the brand image is the belief of consumers in a brand. The brand is not only used to distinguish goods, it is also a symbol, far beyond the meaning of the text itself.
Kevin Keller, a famous American brand management expert, believes that brand image is a comprehensive result of consumers' cognition of brand.
In the minds of consumers, the brand image mainly includes two aspects: first, the functional cognition of the brand, that is, the characteristics that are related to the brand product or service; the two is the unique charm of the brand, which is the symbolic characteristic (meaning) that the manager gives the brand and perceiving and accepting the brand image for the consumer.
Brand image formation mechanism is brand association.
It mainly includes three aspects: functional interest Association, emotional interest Association and experience interest Association.
For example, when people think of "Shu Fu Jia", they think of its function of killing fungi. When they think of McDonald's, they will think of the cordial, friendly service and standardized fast food that they feel when they eat at McDonald's.
Specifically, with the help of brand association, it helps the brand cognition, and makes a brand differentiate from the competitive brand, so as to create a niche market for its differentiation and avoid direct competition with the brand of similar products.
In short, the Chinese market in twenty-first Century is increasingly emphasizing consumers' personalization, sensibility and fashion. Brand building must start with the psychological grasp of consumers. Only when we truly recognize the interaction and changing relationship between brand building and consumer behavior, will we take a lot of detours and wrong paths on the road of brand building.
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