Good Brands Should Be Beautiful And Smart.

brand

It's the ideal of every entrepreneur.

How to create world-class brands?

First class products are far from enough.

If the brand appearance is used to attract consumers' eyeballs, the core value of the brand is to move.

value

。

Functional value performance

The same is Coca-Cola, why sugar free is more expensive than sugar?

The reason is simple, because relatively, sugar free Coca-Cola emphasizes more healthier than sugar.

Value is the choice of core values from the perspective of product entities.

It is different from other similar products from the aspects of product quality, function, style design and so on, which must be based on the unique selling point of enterprise products themselves.

The so-called "unique selling point" must have three conditions: the product is first or exclusive; the selling point is a specific commitment, which is not or not raised by competitors; this promise can impress thousands of consumers and have a strong pmission power.

From the perspective of substance, refining the core value of a brand is the most effective strategy to link a brand with the brand characteristics and give consumers a reason to buy your product. This reason is condensed in a simple word or phrase and forms a concept of differentiation with competitors, thus forming a strong brand association and shaping a unique brand image.

"Think about it or small good", Volkswagen's short slogan, Pu Jing has won the favor of countless consumers.

Back in 1960s in the United States.

All along, the car market is the world of large cars, the public's beetle has just entered the United States when there is no market at all. Through in-depth investigation of the market, we find that consumers do not exclude a small car.

As a result, Volkswagen put forward the brand idea of "think or small". By using the power of advertising, Americans changed their ideas and made Americans realize the advantages of small cars.

Since then, Volkswagen's small car has been firmly holding the bull market of the US car market until Japanese cars enter the US market.

Mental or emotional value performance

Looking at world famous brands, we can easily find that some products have no obvious advantages or uniqueness in terms of quality and function, but they can become recognized brands all over the world.

In this case, however, the refining of its core value has shifted to gaining consumer mental, psychological and emotional identification.

Based on the characteristics of the product, we can see clearly that the unclear spirit and emotional needs in the minds of consumers can provide a broader space for the brand image and personality shaping of enterprises.

This is because when consumers enter a state of life from a state of life, consumers purchase goods not only to pursue the value of goods, but also to focus on the "symbolic value" that can fully reflect the emotional and personal characteristics of buyers.

The reason why "Coca-Cola" makes people all over the world follow the feeling is that "Coca-Cola" is not only a thirst for drink, but also a part of young people's unrestrained, lively and enthusiastic way of life. The advertisement has already made "you drink a cup of 'Coca-Cola' to increase your enthusiasm."

It is true that many people, especially young people, have been unable to copy Coca-Cola's worship. They only drink Coca-Cola.

Similarly, the famous jewelry brand De Beers has nothing special compared with the quality of other famous products, but many consumers only like it.

The reason is very simple. Therefore, Day Beers's concept of "eternal value of diamond forever" has been deeply rooted in the hearts of the people, and has resonated deeply with consumers. Many consumers choose it just because they like this sentence.

Therefore, some people jokingly said: Day Beers's sentence is worth more than the diamond sold.

Satisfying ego performance

In many Asian countries, young white-collar workers and managers are willing to spend months of disposable income to buy a brand-name new handbag, wallet or pair of sunglasses.

All these goods are marked by luxurious brands, giving them the opportunity to show off when they have the opportunity.

In the capital of Seoul, some young people buy a new LV handbag to save money. They prefer to eat instant noodles for only a few months.

It can be imagined that the strength of the brand has become an unshakeable and irreplaceable belief in the minds of some consumers.

According to statistics: in Tokyo, Japan, 94% of the more than 20 year old women have Louis Vuitton packages (a large proportion of people have more than two), 92% of them have Gucci, 57% of them have PRADA, 51% of them have Chanel......

For people to scramble for some expensive luxuries?

The reason is simple, because expensive luxuries can bring themselves a show of satisfaction.

In fact, when the brand becomes a carrier for consumers to express their personal values, wealth and status, the significance of the brand has surpassed the essence of the business.

Rolls-Royce represents the "Royal noble's Mount"; Mercedes Benz represents "power, success and wealth", Rolex can give consumers unique spiritual experience and express "dignity, achievement, perfection" and other self-image.

The core value of a brand can be either a functional interest or an emotional and self expressive interest.

For every industry, the core value belongs to different places, and brands in different industries will focus on different value points.

But for a specific brand, which is the main value of its core value, it mainly depends on the principle that the brand value has the greatest appeal to the target and makes a distinct difference from the competitor.

Therefore, when delineating the core value of a brand, we should make an in-depth study based on the goal, the brand of competitors and the advantages of this brand.