Qiao Chunyang'S Brand Awareness And Brand Sentiment

A brand is to enter into people's life through emotional communication and form a deep and lasting connection with people.

Emotional elements provide brand growth

Emotion can maintain brand loyalty. If a brand can not arouse the emotional resonance of consumers, it will be difficult for the brand to win the trust of consumers.

It is because of the existence of brand emotion that the product has both use value and cultural value. It has become a spiritual product with personality, life, charm and charm, which can connect with consumers.

Brand emotion endows the brand with a kind of spirituality, bringing spiritual experience and wonderful illusion to consumers, satisfying the emotional needs of consumers.

The innovation of SONY, the rugged of Marlboro, the romance of France, the elegance of Starbucks, and the amazing charm, passion and noble spirit of Tiger Wood are all attacking our imagination all the time, providing us with new ideas and inspiring and pushing us forward from the feeling of Wood.

As Mark Gober, President of d/g international, said in emotional brand, "in the sea of such a commodity, all products are fighting for every dollar in the same consumer's pocket. The most important and essential differences among all brands are emotional contact and collision.

Building a proper emotion is an important investment you can make for a brand.

It's what you do to consumers.

Mark Gober believes that there are essential differences between emotional brand and traditional brand concept.

He made a comparison between the two and put forward the ten requirements of "emotional brand".

The ten requirements are:

(1) from consumers to people.

Consumers buy, people live.

In the circle of communication, we usually regard consumers as the "enemies" that we must attack.

That is to say, we (manufacturers, retailers and their exchange agencies) are opposed to them.

Terms like "defeating their defense lines, breaking their language, developing strategies to win wars" are still everywhere in everyday life.

In fact, there is no need to do this. We can create a desire for consumers in a positive way in a better way, rather than controlling or belittling them.

We can achieve our goal through a win-win and cooperative way on the basis of mutual respect.

(2) from product to experience.

Products satisfy needs and experience satisfy desires.

In order to attract more customers and keep customers interested in products, the most important thing is to create new brands, increase the emotional content of brands, and give customers room for association.

Only in this way can the product resonate with consumers and maintain fresh vitality.

(3) from honesty to trust.

Honesty is expected. Trust is exciting and intimate.

In today's business society,

(4) from quality to preference.

Today, it is natural to raise the quality of goods at a fair price.

But creating sales volume is no longer a quality, but a consumer preference.

If you want to stay in business, you have to improve your quality. This is what consumers expect. You'd better not let them down.

And a brand preference is the key to success.

(5) from

(6) from logo to personality.

Identification means cognition, personality is about characteristics and magic.

(7) from function to feeling.

The function of a product is only about practical or superficial quality, while perceptual design is about experience.

If the appearance and performance of the product are merely designed to satisfy the function without considering the consumer's feelings, the function itself is unlikely to maintain the attractiveness of the product for a long time.

Design is about human solution, its foundation is creativity, and creativity reflects a new set of perceptual experience.

Product identity can be achieved by emphasizing the benefits that products can bring to consumers. Only when the product's creativity is fresh and excited to consumers can it achieve its goal.

Absolute brand vodka, Apple Computer and Gillette razor are all brands that focus on promoting new products and consumers' emotional experience.

(8) from flooding to display.

Flooding means everywhere, and emotional display is perceived by consumers.

The display of brands can have a strong impact on consumers.

It can form a stable and lasting connection with people, especially when it is carefully planned into a fashion program, it is easier to reach emotional agreement with consumers.

(9) from communication to dialogue.

The purpose of communication is to inform that the purpose of dialogue is to share.

Many companies communicate with consumers mainly about information, which is usually a one-way proposal, "I hope you will accept it and enjoy it".

True dialogue means a two-way communication, which is a meeting between manufacturers and consumers.

Now the development of digital media has provided us with the technological conditions for two-way communication, and will eventually help create a satisfactory partnership between people and manufacturers.

(10) from service to relationship.

Service is a kind of sales behavior, and relationship means acknowledgement and appreciation.

In business pactions, services involve a basic efficiency.

The good or bad of the service can also contribute to the destruction of a business.

But relationships mean that brand representatives are truly committed to understanding and understanding what kind of people their customers are.

Speaking of creating a romantic atmosphere for customers, Howard Schulz, chief executive of Starbucks, said: "if you greet customers, talk to them for a few words, and then accurately deploy the tastes they need, then they will be eager to come back here again."

At the same time, Mark Gober also put forward the four pillars of emotional brand:

(1) relationship.

Relationships are about building a complex and deep connection with your customers, showing respect for your customers, and giving them the emotional experience you really need.

(2) emotional experience.

This is a huge area to be explored. It is a potential brand gold mine in twenty-first Century.

Research shows that providing a multi-level perceptual brand experience may be an extremely effective brand tool, and its effectiveness may exceed people's imagination.

Providing consumers with a perceptual experience about a brand is the key to getting that kind of memorable emotional brand contact.

This emotional brand contact will create a preference for the brand in the eyes of consumers, and create loyalty to the brand.

(3) imagination.

Brand design and production is the key step to make the emotional brand program a reality.

The imaginative design of products, packaging, retail stores, advertising and websites enables the brand to break through smoothly, surpass customers' expectations, and reach the customers' heart in a new and unique way.

Tomorrow's brand war will be an effort to find a way that is both "overbearing" and subtle, and constantly brings surprises and joy to consumers.

(4) foresight.

This is the most important factor in the long term success of the brand.

The brand will experience a natural life cycle in the market. In order to create and maintain competitive advantage in today's market, the brand must constantly renew itself and create itself.

This requires a powerful brand concept, a profound understanding of brand and foresight and sagacity.

Of course, the establishment of brand sentiment is not a matter of doing nothing. It needs a process and requires certain skills.

The most common way is to stimulate the "emotional link" in the minds of consumers, and take advantage of the strong emotions that have already taken root in order to integrate them with brands.

Brand should be combined with innovative products. They are culturally related, conform to the trend of progress, and have social sensitivity. They can be seen everywhere in people's lives and communicate closely with people.

But more importantly, brand design, to establish brand design is about the "spirit and emotion resonance" thought.

Some people think of brands and consumers as two people, and after two people get acquainted, they become lifelong friends through friendship and form an everlasting friendship.