The Realm And Consciousness Of Brand Management

The different brand worldview and methodology determine the different realm of the brand. From the process of brand growth, such as "right, cause, benefit, skill, method, and way", the brand management can be divided into six stages: "debut, body, knowledge, understanding, enlightenment, and road".

At the same time, the process of cognition and improvement of brand creation is divided into six stages: "understanding, perception, awakening, insight, Epiphany, and realization".

The "awareness" of brand recognition mentioned here refers to the process of brand building, from the beginning of confusion to the unknown meaning of the brand, to the process of understanding, understanding and improving the level of practice, which is similar to the process of understanding the true meaning of religion in religion, that is, the process of awareness.

Zhang Zai, a Neo Confucian scholar in the Northern Song Dynasty, said: "learning is noble and understanding is not good."

Similarly, the key to the process of brand realization is to introspection, self-consciousness and self-discipline in the heart, and sublime the brand as a responsibility and mission, not just a business operation.

Debut is just involved in an industry, muddleheaded, the concept of brand management is still confused, so for the "state of understanding", we can only grope for it while doing it.

Therefore, the meaning of "debut" is not in the Tao.

This stage of activity is not about brand strategy positioning, brand image building and so on, just for the survival of the company.

The brand survival status of this stage is basically an unknown brand, but only a brand.

Body road means that after a period of business exploration, some experience and experience have been explored, and some laws of marketing have been experienced, thus entering the stage of "body and road".

At this stage, the primary knowledge of brand building is initially perceived. Brand is not only a question of market visibility, but also a further understanding of consumers' understanding of brand.

Because popularity is not equal to influence. Only by establishing a complete understanding and cognition of consumers can we gain a certain market influence and appeal, so that we can create a well-known brand.

I know that through the grinding process, we have learned the way to enhance the brand, less impetuous and more resilience.

Because it takes two or three years to build a well known brand, and it takes two or three years or even longer to build a brand reputation and promote a famous brand to a national brand.

Understanding this is the way to understand or awaken the brand building.

This stage of awakening is of vital importance, which is the watershed of the brand spanning the initial stage of development.

Because the two stages of success from debut to physical education are mainly achieved by opportunism and enterprisers' courage and boldness. When we get a material foundation and stable development, that is, when we enter the two pioneering work, we can truly realize and realize or realize that talents, teamwork, professional human resources management, enterprise culture cohesion, as well as the research and respect for consumers, the management and consolidation of consumer brand relations and so on, all of their business activities only return to human nature and implement people-oriented, which is the key factor of enterprise, brand, management and further development.

So this is a stage of "knowing" and "awakening".

The way of raising and awakening the brand is actually the improvement process of business decision makers. Brand awareness and market operation level are promoted in the process.

Sometimes the level of cognition and consciousness can be advanced, but it is necessary to gradually develop and accumulate the strength of the enterprise and the consumer's cognition, understanding and habit preference to the brand. Just like children's physical growth, their growth time can not be crossed and premature.

This is a process of understanding and understanding. The process of understanding is the process of constantly exploring, deliberating, exploring and understanding the way of brand management.

This is a turning point to the profound realm.

It is the achievement of this stage to create a strong brand, to realize the monopoly of category (concept) and to occupy the leading brand position of the industry.

This achievement implies a marked improvement in brand influence, and the degree of product interest (i.e. consumer's attention to the product itself) is gradually decreasing.

Brand interest, emotional, spiritual and other intangible assets related to the improvement of interest, indicating that the degree of brand differentiation is greatly improving, which is the core element of brand building.

Because in the era of increasing homogenization of products, only cultivating and building brand differentiation is the core tool to attract and win consumers' favor.

The improvement of matching and supporting brand differentiation is often the continuous segmentation, enhancement and consolidation of consumer demand.

Such as service mode innovation, product mix innovation and so on.

The so-called service and product innovation here often refers to the combination of services or products of the same category or even across categories, such as grafting, Mashup, and moderate brand extension to achieve seasonal complementarity of products, etc. These are also innovations.

To attain the goal, cultivating core competitiveness can not only rely on product innovation, because pure innovation is very, very difficult. It requires not only the development of basic science, but also the long and arduous research and development, usually not the strength of a certain company.

Therefore, business model innovation and brand management process reengineering provide users with a more complete, stable, continuous and systematic demand solution, and have a large number of brand followers and loyal customers all over the world.

This is the stage of getting the insight of brand practice.

The "Tao" is a "no ego" state of "not to be pleased with things, but not to oneself". Only those who get the right way can enter the realm of "without me".

The realm of "without me" is to put the idea of "people-oriented" and "consumer centered" into practice in the relationship between brand consumers and integrate the brand with the target consumers.

That is to say, the brand has not only become an integral part of the life of the target audience, but also has become a symbol of their self expression, inner satisfaction, ostentatious and life value, thus making the consumption brand a dependency.

The way to change the Tao is to become the Tao itself, just as water is the embodiment of Tao, and the water changes with the terrain and the container. When the circle meets the circle, it meets the party side. It does not fight for fame and gain, but does not retreat to avoid evil. "It is good for all things but not for fighting. It is good for all people, good for the good, good for the heart, good for the good, good for the word, good for politics, good for the right, good for the right."

(Laozi, eighth chapters, forty-three chapters)

This is a realm that can be repaired but not sought. In this realm, brand training is perfected. The brand is pformed from external fashion, class and emotional expression to the spirit and belief of the target consumer, and becomes a culture, symbol and totem.

The target audience is as religious as their religious believers and worshiped. This is the super brand of Da Qidu.