Blind Spot And Misunderstanding Of Chinese Enterprises In Building Brand (2)

The blind pursuit of "better products, better quality and better technology"

--- product quality of cognitive attributes, PK physical attributes, product quality

Introduction: Based on the Internet, newspapers and magazines, radio and television, some experts, scholars, professors and government officials are detached from the essence of brand building. Some of them are out of context, equivocal, and some are insensitive and negative.

Therefore, it is very important to accurately explain, answer and clarify the essence of brand building and effectively spread it.

(author: Wu Chunfang)

The series of articles on "blind spots and misunderstandings" of Chinese enterprises' brand building are the most common and extensive common problems mentioned by the author in brand consultation, project training and forum speech.

It is hoped that a series of articles on "blind spots and misunderstandings" of Chinese enterprises will guide the practice of Chinese enterprises in brand practice, so as to realize the original intention of my writing.

Logically speaking, enterprises that produce higher quality and higher technology will succeed in the market and will be favored by consumers.

It is as faultless as motherly love, national flag, national freedom, fairness and justice.

However, the problem lies in:

1, what is

2, how will the consumer decide the quality of the product is better? The quality of the product is higher.

When consumers buy TV, when they buy a car, do they have to disconnect the relevant components to judge the quality of the product and the quality of the product? And consumers have such professional ability to judge the good or bad between the product and the brand? The answer is obviously negative.

3, why is the news of the world published in the UK for 168 years and the fate of Newsweek published in the United States for 76 years? Why is it eventually being stopped or sold? Is it because the quality of the articles, the content, the literary style, the writing skills and the style of the articles are not excellent enough to attract people? The answer is obviously negative.

4, is GM's fate of "bankruptcy protection" because its cars are not good enough?! the answer is also negative.

It can be seen that the better product and higher quality of physical property is a false proposition because it is unmeasurable.

In the process of building brand, the quality we refer to refers to the product quality perceived in the consumer's mind, rather than the so-called product quality managed by the national inspection department and the industrial and commercial department.

Although physical properties, the quality of products determined by the relevant departments of the state is the most basic requirement for brand building.

However, it should be pointed out that in the process of building brand, we build the product quality of consumers' mental cognition, creating a high quality product cognition, rather than relying on the so-called product quality of the traditional testing departments and national mandatory standards.

The establishment of high-quality product image is not built on this way.

What we need to clarify here is that we do not negate the role of relevant state departments. On the contrary, we need to affirm the role of relevant national testing departments in building brand processes.

Because quality is the most basic unit to build brand, quality is the most basic strategic element in building brand.

First, the asymmetric comparison of the quality ranking of the small cars in the United States and the market sales ranking (Reference: Trout plated books)

According to an authoritative organization in the United States, the quality evaluation of 16 cars is conducted.

Their quality criteria are tested on the basis of their reliability reports, car owners' repair records, car performance, engine performance, braking performance, fuel consumption and seat comfort.

1, Volkswagen's Jetta overall quality ranked first, but the sales volume of the market ranked twelfth.

2, the total ACUN quality of the public ranked second, but the sales volume of the market ranked ninth.

3, Volkswagen Golf overall quality ranked third, but the market sales ranked sixteenth.

4, Shennong overall quality ranked sixth, but the sales volume of the market ranked second.

5, the total quality of TOYOTA residents ranked seventh, but the sales volume of the market ranked third.

6, the overall quality of Ford guardians ranked sixteenth, but the market sales ranked first.

If we deduce according to our conventional thinking, the Volkswagen Jetta, which ranks the first in quality, should be ranked at the top three in the sales volume, and the Volkswagen ACUN, which ranks second in quality, should be ranked the top five.

The sixteenth ranking Ford guardians should not be ranked first, but at least 10.

Unfortunately, the fact that the quality ranking is really out of line with the actual market sales ranking is far too different.

We can see that there is asymmetry between reality and reality.

Two. Comparison of taste tests between Pepsi Cola and Coca-Cola

In the US, Pepsi Co has invested heavily in a taste comparison test of Coca-Cola brand.

Tear the two sides of the cola product shape paper package and cover the eyes of consumers and compare the taste.

A total of about 500000 samples were collected, and the results were: 1:1.3.

That is, Coca-Cola is 1, Pepsi Cola is 1.3.

Pepsi Cola tastes better than Coca-Cola by 0.3 percentage points.

Pepsi Cola used this test result to publicized, but no matter how Pepsi Cola worked hard, its market share still lagged behind Coca-Cola fifty percent.

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Three. Red Bull functional beverage

Before the market was launched, a market research was conducted. The result of the survey is that most consumers do not like the taste of Red Bull functional drinks, the packaging of Red Bull products and the names of Red Bull products.

But the president of the Red Bull company took the bull by the bull and pushed the Red Bull to the market and achieved great success.

It should be pointed out that for marketing, the important thing is not the fact, but the cognition in the minds of consumers which is consistent with reality or may not be true.

Marketing is cognition competition, perception competition, idea competition, category competition, not product competition, taste dispute, quality dispute and fact dispute.

However, quite a few of us still believe in the so-called "law of mass" and use the so-called facts to get consumers' approval.

Caught in the so-called "better products, higher quality, facts will prove everything" physical attributes of the cognitive trap.

In other words, the product quality of physical attribute and the product quality of cognitive attribute are two completely different concepts.

If the enterprises confuse the two completely different concepts and apply them to the basic practice of building the brand, the result is self-evident.

It should be reminded that better products, better quality and better technology exist in the brain of consumers, and exist in consumers' cognition, perception and perception of products / brands.

Facing the fierce competition market, there is no subjective fact, only objective reality.

In other words, mental cognition is brand fact, cognition guides facts, and others are false images.

Cognitive attributes of product quality, PK physical attributes, product quality -- a comparison between fact and reality

1, the reality is that higher prices mean better product quality, lower prices mean that the quality may not be guaranteed.

2, the reality is that consumers think ham from Jinhua is better and tastes better than ham produced elsewhere.

In fact, the quality of ham produced elsewhere is not necessarily bad.

3, the reality is that when you concentrate on one thing, the consumer will think that you are more professional than other companies. Consumers will think you are an expert in this field. Experts mean higher quality, more understanding, more professional and more reliable.

This is an important reason why we need to focus on brand development.

4, the fact is Xerox invented mouse, Ethernet, user graphic interface and flat panel display.

For the development of computer industry, revolutionary revolutionary technology is a very important thing.

Although Xerox invented these technologies, there is no place for Xerox in the computer industry.

Because in the mind of consumers, Xerox represents a photocopier rather than a computer.

This is not a question that Xerox can't do, whether it can do it or not, but how consumers perceive Xerox.

Mental cognition is brand fact, and cognition guides facts.

5, the fact is that Audi has done a lot of automotive technological innovation: such as four wheel drive technology, direct refueling technology, advanced dual door design, 12 cylinder, aluminum body, and so on.

But Audi still can't squeeze into the world's high-end luxury cars.

In the United States and other European markets, in consumer mental cognition, the public represents a small, cheap economy car, and Volkswagen is not professional enough in the production of high-end luxury cars.

That's why Audi car sales are more important than Mercedes Benz and BMW luxury cars.

Mental cognition is brand fact, and cognition guides facts.

6, the reality is that consumers think the first pick of Longjing tea is of better quality, better taste and more expensive price.

But the fact is that tea after Qingming is more flavored, better quality and lower price.

7, the reality is to move the production headquarters of the ham production in Hangzhou to Jinhua and hide the "identity" of Hangzhou, so as to meet the consumers' perception of the quality of their ham products.

The reality is that the production of ceramic products in Guangzhou will be based in Jingdezhen, and the identity of Guangzhou will be hidden, so that consumers can have a higher quality cognition of their ceramic products.

8, the reality is to have a high quality brand name, which means that its products are better and of higher quality, such as Wahaha pure water and King's battery.

But the fact is that the pure water of Wahaha is a part of tap water that is filtered through (reverse osmosis membrane technology) and does not contain any minerals, and does not contain any trace elements of human body.

Even if the farmer's mountain spring is really rich in minerals and trace elements needed by human body, it is difficult to compete with the "stagnant water" of Wahaha.

9, the reality is that the larger the sales of your products, the more consumers will think your products are of better quality.

Otherwise, consumers will be puzzled: if your product quality is not the best, how can you sell the highest? But in fact, many enterprises' strategy is to become the first in the industry through mergers and acquisitions (such as the title of "Haier China first appliance".

This made Haier comfortable for a long time.

(unfortunately, many companies rarely use this strategy).

10, the reality is that many lecturers or consultants have received many applause from the audience through the speech skills and consulting skills, and gained the recognition of entrepreneurs.

As a matter of fact, when you operate according to his methodology, the result is totally different from the track, wasting enterprise resources.

So I often say that entrepreneurs' ability to identify knowledge is very important.

11, the fact is that if Xiao Shenyang didn't appear on the CCTV party, he would probably be in the 500---1000 forever.

But when Xiao Shenyang appeared on the CCTV evening, his appearance fee immediately rose to more than 100 thousand yuan.

12, the fact is that most watches are punctual, but the reality is that the minds of consumers believe that watches made in Switzerland are of higher quality and are more accurate.

13, in fact, Chrysler carried out a series of major technological innovations.

Such as power steering wheel, power brake, alternator, electric window and other technical innovations.

But the reality is that Chrysler's major technological innovations have been copied and used by general motors.

14, in fact, there is no Volvo in the "ten big safety car brands" assessed by the authoritative institutions of the United States, but consumers still think Volvo is the safest car.

Marketing is a contest of cognition, perception, argument and race.

Instead of product disputes, quality disputes, price disputes, technology disputes.

Mental cognition is brand fact, cognition guides facts, others are false images.

A large number of marketers or entrepreneurs are committed to studying the market to get "facts". They analyze the market situation to prove the fact that they are on their side; then they confidently step into the marketing field to make sure that they have better products and that the best products will win in the market.

In fact, this is an illusion.

No objective facts, nor the best products.

What exists in the world of marketing is nothing more than the perception or perception of consumers or potential consumers.

Perception is reality.

Note: interested readers can refer to my article: blind spots and erroneous zones for Chinese enterprises to create brands.

1, when we see or hear former US President Clinton and former US President George W. Bush choosing Cadillac as their mounts, we have a better product, quality and taste brand recognition for Cadillac.

2, similarly, when we saw Hu Jintao taking the homemade "red flag" saloon car to carry out the National Day parade in the Tiananmen square, we produced a better product and higher quality cognition for the "red flag" saloon car.

3, when the consumer sees or hears, your product / brand is designated as the special product of the Great Hall of the people, gets the title of "national inspection free product", "China well-known trademark", "China famous brand product", the Olympic / World Expo designated product, or is endorsed by the influential endorsement.

4, when we listen to Dong Mingzhu on television, we can see that their GREE air conditioners can be guaranteed for 6 years. When we listen to "Tsingtao Brewery", our beer produces an annual "one West Lake"; when we listen to "Wenzhou Buli" enterprises, they say that the chains they produce can circle the earth 5 times.

We have a better quality and better product recognition for their products / brands.

5, when Chen Shuibian was campaigning for the "President of Taiwan", he declared that he had gained the status through his own efforts by the red stricken poverty and had made legal defense for the "beautiful island incident" in Taiwan. When he was called "the son of Taiwan", he had produced a "higher quality and better product" cognition for Chen Shuibian.

Cai Yingwen, who competes with Ma Ying-Jeou in the 2012 competition for Taiwan, is also known as "the daughter of Taiwan".

6, when Ma Ying-Jeou and Xie Changting competed for Taiwan's "President", Ma Ying-Jeou was called "non stick pot", while Ma Ying-Jeou was Jiang Jingguo's secretary. Taiwan's voters produced Ma Ying-Jeou's "heir"'s "better product and better quality" cognition.

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7, when Zhu Yuanzhang rescued the "Xiaoming master", he later executed the "Xiaoming master" secretly in the river, and got the cognition of the legitimate legitimate heirs of the blue army.

No matter how other opponents fight against Zhu Yuanzhang, it will be useless.

Because Zhu Yuanzhang has gained the appeal and influence as a "legitimate legitimate successor".

8, when we look up at the stars and explore the planets, we have infinite hopes and dreams.

But when we discovered that the bright stars at night were originally a "smelly and hard" stone, the mystery disappeared and a psychological gap came into being.

This is the true reflection of the "red Jocie Guo" incident of the Red Cross Society of China at present. This is also a true reflection of the "three chloramine cyanide incident" of the "Sanlu milk powder" brand obtained by the title of "China exemption product" and "China famous trademark".

It should be put forward that most marketing errors originate from the assumption that you are carrying out a product war based on reality.

It is mistaken that products are the protagonists of marketing, and erroneously believe that your success or failure in the market is due to the merits or faults of the product.

So it happened:

1, Apple launched the Macintosh, DEC launched three incompatible PC series (Rainbow 100, partners, professional 325 and 350) and IBMPC competition, and ultimately failed.

2, IBM launched IBMjr to attack apple at Apple's 1/3 price, free refurbished keyboard and $100 million in marketing expenses. After 18 months of market promotion, it lost 150 million US dollars and eventually IBMjr withdrew from the market.

3, Wahaha launched a very Cola competition with Coca-Cola and Pepsi, and it is also very difficult to compete.

This is why natural, logical, product based marketing is always the reason for mistakes.

In marketing process, what is important is not fact, but the cognition in the minds of consumers that may be consistent with reality or not.

1, the reality is that if "Volvo" takes away the hat of "safety", it will become an ordinary car.

2, the reality is that if Head and Shoulders takes off the hat of "Dandruff", it will become another common shampoo product.

3, the reality is that if "Red Bull" takes off the cap of "functional beverage", it becomes a common thirst for thirst.

4, the reality is that if "Coca-Cola" takes away the hat of "authentic" and Pepsi Cola takes away the cap of "drinks for young people", they will also become another common drink.

5, the reality is that if Wahaha takes away the hat of "pure water", it will become an ordinary thirst quenching product.

Luckily, these brands have completed the cognitive registration in the minds of consumers. They can't get rid of these caps temporarily or in a period of time.

Unless they are scrambling or breaking the rules of building brands, or competitors design a better tactical creativity or concept than them.

Unfortunately, there are not many such opportunities.

The reason why enterprises blindly pursue "better products, better quality, better technology and facts will prove everything" is based on a kind of "Fascination" about quality or physical property "quality law", and some so-called experts, non professional brand experts and some related books are blindly promoting and promoting the "quality law".

They have expanded the quality of this strategic element in the process of building brand, and even reached the point where they are in the limbo.

This is very harmful to enterprises.

In the process of building brand, enterprises need to create a high quality product cognition.

To create a high quality product cognition is accomplished through moderate high price, high quality product / brand names, shrinking the focus of enterprises, shrinking brand focus and other series of methods to create high quality products.

There is a popular saying on the Internet: don't "infatuation" brother, brother is just a legend.

In the process of building a brand, we can use this sentence to illustrate that we should not be obsessed with the so-called product quality of physical attributes, but should be obsessed with the product quality of consumers' cognitive attributes; the "quality law" of physical properties is only a legend.

Author: Wu Chunfang brand consultant, brand strategy researcher.

Director, chief brand consultant and lecturer of brand strategy research center, Kasen brand communication agency, Hangzhou.

First, create the theory of "asymmetric asymmetric brand competition" and "brand building pearl chain".

Statement: This article is the author's original article, and other media reprint, must note the author's introduction and related statements.

The content of this article is for reference only.

Mr. Wu 13115714045 mail box: wcf218@126.com