Famous Brand Clothing In China -- FIRS (Nine)

The brand name of Shan Shan: 　

1, main requirements

A, reflecting the personality characteristics of Shanshan brand

　　
B, solve the problem of the brand personality of Shan Shan: the brand personality of Shan Shan is lack of clarity, confusion, unawareness of consumers, lack of differentiation, and lack of competitiveness. It can not reflect the brand concept of "Shan Hai Hai, challenge the future" and the vision of the company that wants to take the road of internationalization.

　　
C, coincide with the personality characteristics of the main target consumer groups of Shanshan: it can represent consumers' thoughts, pursuits and spirits of buying products and services; it is a resonance for customers to produce a sense of identity and satisfy the emotional needs of consumers, and it also shortens the distance between brands and consumers.

　　
D, refining differentiation and finding opportunities: we can see that YOUNGOR is a mature man, Roman is an elegant man, and a good bird is a fashionable man. But between mature men and fashionable men, there is a man who is a group of men who are changing and advancing. They have broad vision, long-term vision, and enterprising spirit. They still have dreams and goals, for dreams, pursuits, continuous struggles, innovations, and they will never satisfy their achievements. At the same time, they are also a group of very responsible men, who are actively shouldering the pressure and responsibility of family and career. They are perceptual and rational, pioneering and responsible, energetic and steady, flexible and principled, developing and pragmatic. They are the elite of modern society.

2, Shan Shan brand personality portrait (diagnostic point of view):

Shan Shan brand personality portrait: Shan Shan -- modern man

　　
Shan Shan - he, 25 - 35 years old, dynamic, rational, international, modern man in development.

　　
Refine:

　　
He is a man with a goal and development: pursuing, dreaming, and goal; constantly challenging the future, being positive and innovative, and never satisfied.

　　
He is a dynamic, modern man: they have broad vision, strategic vision, taste, internationalization, full of modern sense and vitality.

　　
He is a responsible and rational man. While developing and advancing, they are also a group of men who are very responsible. They are actively shouldering the pressure and responsibility of family and career. They are perceptual and rational, pioneering and responsible, energetic and steady, flexible and principled, developing and pragmatic. They are the elite of modern society.

　　
Looking at the world, any brand creation and management success enterprise is good at establishing the brand personality with the personality of the target customer group. The matching of the two personalities greatly increases the probability of success.

Brand is the relationship between products and consumers, and it is a consumer experience. If the brand is to be truly exceptional, it must establish a connection with consumers. If the brand not only establishes a rational relationship with consumers, but also enables them to feel strong emotional connections, then brand creation can be successful. Today, with the increasing homogenization of product function, quality and service, it is necessary to distinguish different brands by additional emotional connections. More often than not, consumers will be able to control their consumption as long as they have mastered the emotional needs of consumers. The establishment of brand personality is the main embodiment of this emotion. The establishment of brand personality is to create a symbol, which can represent consumers' thoughts, pursuits and spirits of purchasing products and services; it can embody consumers' sympathy, produce a sense of identity, satisfy the emotional needs of consumers, narrow the distance between brands and consumers, enhance the reasons for consumers' purchase, enhance brand competitiveness, loyalty and reputation, thus making the brand develop and enhance.