Great Brands Must Be "Moving With Emotion".

Text: Zhang Jihuai, Professor of marketing at Jinan University

The brand is originally just an identification mark to facilitate customers to distinguish products or services from different sellers.

But with the development of Commerce, the functions of brands are gradually enriched.

David ogway believes that the brand is "an intricate symbol. It is the invisible sum of product attributes, names, packaging, prices, historical reputation, and advertising methods. The brand is also defined by consumers' impression of their use and their own experience".

Brand management can be divided into three realms: the lowest level is "information", as a sign different from competing products, the middle level is "trust", and the friendly relationship between the target customers is established to win their goodwill and trust; the highest level is "faith", as a carrier of dreams, to stimulate people's deep desire and pursuit, and to establish a spiritual bond between the target customers and the target customers.

Brand is an enterprise

Consumers are not robots, and their buying behavior contains quite a lot of emotional components.

therefore

It can be seen that the spirit of brand building is in the spirit, brand spirit is the business philosophy and values gradually precipitated in the long run business process, and is the core manifestation of brand culture.

Today, with the homogenization of products, the brand spirit has become the core competitiveness of the brand.

If an entrepreneur merely regards the brand as a profit making tool, the brand will become less human and will eventually suffer the alienation and abandonment of the customers.

Some entrepreneurs compare their business to "pig raising" instead of "raising their son". This attitude can never breed an idol brand.

The great brand has the additional functions of relieving pain, adding pleasure and carrying dreams. It can inspire customers' deep desire and demand and arouse customers' sympathy.

In order to excavate the essence of its brand, Nike launched a large-scale reflection.

What is Nike? What is the essence of Nike brand? Finally, the core of brand is "real sport quality".

In all the advertisements of Nike, it is a consistent style to dilute the product and highlight the spirit.

Nike brand has gone beyond a pair of sports shoes, and has become the spiritual pursuit that makes everyone close. Therefore, thousands of customers' hearts have responded and resonated.

Relying on the excellent public relations during World War II, Coca-Cola has become a representative of victory. It can give people a sense of unity and upsurge.

With the post-war economic revival in the United States, Coca-Cola praised the new American lifestyle with a series of advertisements that "keep cool moments".

Under the pressure of the cold war, the Coca Cola Co has launched the "Italy summit ad". It calls for the way of peace and singing among all the world's youth, calling for breaking through racial and national boundaries, mutual love, understanding and tolerance, making Coca-Cola a synonym for harmony, and a good medicine for easing racial, political and gender conflicts.

We call on people to overcome discrimination and isolation with optimism and indomitable spirit of the United States, creating a possibility and imagination to alleviate various social problems.

Brand building requires careful planning, targeting the target customers, and exploring attractive characteristics from Chinese and foreign cultures, such as heroism, such as rebellious spirit, such as youth fashion, such as elegance and dignity.

This spirit and image are similar to human personality, and do not require high quality. As long as real and penetrating, like lovers in love, the shortcomings of others will sometimes become very cute.

Then according to the industry characteristics and enterprise history, through a large number of collection, selection and testing work, we choose the brand spirit that is attractive to the target customers and different from the competitors.