Business School: Seven Elements Of Brand Building

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1, promote product sales.

In the market, the most important criterion for testing brands is whether they can produce substantial value gains. The brand that can not create sales and profits is meaningless, that is, it can be defined as a failed brand.

Therefore, the success of a brand is determined by the market, determined by sales volume, and sales is the first measure of brand value.

The average global intake of 4000 cups of Nestle coffee per second is increasing, and the brand influence is so strong. The taste of its products is not significantly different from that of other coffee, nor even more appetites than the coffee made by itself.

2, the ability to resist market risks

The boss of Coca-Cola said: "even if the Coca-Cola factories are burned overnight, they can resume their normal production and sales within 1 months."

Why do Coca Cola Co bosses have such confidence? Because banks can make loans for second days.

Why? Because of the four words "Coca-Cola", the global distributors will not hesitate to continue to sell their products first and then sell goods. Why? Similarly, because of the four words "Coca-Cola", consumers will continue to buy, why? Or "Coca-Cola" four words, these four words represent the reputation, value and consumers want, this is the value of the brand.

3, a large number of highly loyal customers.

Consumer loyalty is the most desired for every brand, but it is also the most difficult to get. Behind every good brand, there are a lot of loyal customers following.

Take Microsoft as an example.

Almost every computer user in the world has used Microsoft's operating systems or programs and software.

While 95% of the computer users in the world use Microsoft Windows operating system, this is a technology leading factor, but when it comes to Microsoft, it makes computer users trust and hesitate to buy their products, mainly because of the charm of its brand.

Microsoft's brand value is more than 50 billion dollars, according to the latest global brand list.

After knowing the criteria of a good brand, how can we build such a brand next?

1. Having quality products.

Product is the basis of brand, brand is the foundation of product, product is like body, brand is like soul, body without soul is walking corpse, conversely, soul without body can not rely on it.

It is a prerequisite to build an excellent brand with excellent product quality.

If we rely too much on advertising, promotion and other means, without good products as support, we will never have long-term loyal customers and good reputation.

So before we build a brand, let's take a look at whether our products are good enough, or at least reach the market access threshold.

If your product quality is not only excellent but also unique, it will be very helpful for brand building.

President of Samsung Electronics Group of Korea has said, "the quality of products is our life", making the former three only small electronics company become the giant of today's electronics industry.

While GE and other famous enterprises praised the six sigma (SixSigma) quality management tools, they also showed their pursuit of quality, while ignoring quality products for more than second years is one of the main reasons why Chinese enterprises are short of life.

Some marketers often put forward the idea that products, whatever products, can create famous brands and make products sell well through packaging, publicity and other means.

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In fact, such a good seller will not last long. Such a brand will soon fall like a meteor.

For example, the famous three events, because of the quality of the product, overnight, the brand collapsed, and the business of more than ten million people collapsed.

The reason why many enterprises know that the brand will not last long without the end of the book will be happy because it will bring huge profits to the eyes.

The yield of porcelain produced by a porcelain company in the UK is only 25%, while the quality of the other 75% porcelain products is also excellent, reaching the international standard, but it has been smashed as a defective product. Because of this insistence on quality, the brand is famous, the product price is 6 - 20 times of the same product, and the order has been ranked 2 years later.

I used to listen to a person on the train: he used water to pretend to be mineral water, a bottle cost only a few cents, and took a loud brand name: "sweet spring", but after a few months, it has never seen the brand of mineral water.

With such a mentality of quick success and instant benefit, it is impossible to have evergreen brand.

Excellent product quality is the first step to build an excellent brand.

2, building brand mission

What is the meaning of a brand? What value can it create for customers and society? When a brand can create value for customers and society, even if it does not advertise, it will be remembered by consumers.

For example, some pharmaceutical companies set the brand's mission to relieve their pain for customers.

Microsoft decides the mission of the brand to enable every computer in the world to use its operating system and change people's way of life.

Disney gave the brand the mission of creating happiness for human beings.

This has made it undergo decades of social changes, and the industry has fallen down.

Because people need it, society needs it, and only the brand that we need can survive for a long time.

What do you think of WAL-MART's three words? Cheap, save money, yes, that's the mission of WAL-MART brand. This mission has made a small grocery store that only has 20 square meters become the retail giant of today's global chain stores with over 3000 sales.

Brand mission is not a slogan. After setting up a brand mission that is in line with its own characteristics, it must aim at this goal and make unremitting efforts for it. Only when the mission and value of the brand are realized, can this mission be established.

And the way to achieve it is to solve practical problems for customers.

3. Design a good brand story.

Designing an interesting brand story can enhance the impression and satisfaction of customers.

Brand story is the most emotional part of brand culture. Interesting or touching brand stories can give customers a deep memory.

Brand story must be positive, highly positive with product and relative to customer's thinking.

Try to avoid conflicts involving religion, race and culture and are easy to understand and easy to remember.

Evian mineral water sold for dozens of yuan, just because it has a good understanding, attractive, and has a very positive correlation with the product brand story: the majestic the Alps behind the town of Evian is the source of Evian water, from the alpine snow melt and mountain rain in the alpine hinterland after 15 years of natural filtration and glacial sand mineralization to form Evian water......

1789 a French aristocracy suffered from kidney stones.

One day, when he took a walk to the nearby Evian Town, he took some of the local water and persisted in drinking for some time. He was surprised to find that his illness miraculously healed.

This amazing story spread rapidly, and experts made special analysis and proof of the efficacy of Evian water.

Since then, a large number of people have come to Evian town to experience the magic of Evian water, and doctors have included it in the prescription.

Napoleon III and his Empress are very fond of the mineral water of Evian town. In 1864, the town was officially named the Evian Town, and Evian mineral water went to the world.

The brand story of Starbucks coffee shop is also interesting: Starbucks, an excellent seamen on a merchant ship...

The story of a brand must be reasonable, and it can not give people the feeling of making up a mess. It's best to combine events, history and culture.

Haier group Mr. Zhang Ruimin smashed the refrigerator incident is a good brand story.

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4, easy to remember brand logo

Logo is the visual pmission of a brand. A good logo can make people memorable and have good feelings. Improper design is not only hard to remember, but also may cause rejection.

Like a brand of sausage, its logo is a rough honeybee pattern. It looks like a fly on the sausage. If the customer has this idea, he naturally has no interest in buying it.

Excellent brand recognition can increase brand affinity and enhance consumer recognition.

It is natural to give us a sense of safety and reliability when we see that the brand logo which uses the shield as the main design element.

Good logo needs to be systematized, that is, the overall CI recognition system design, from thought to behavior to visual expression.

And the mascot cartoon image design is very helpful to shorten the distance between customers and enhance their impression.

Such as Rising antivirus software, that cute little lion Kaka, chef Kong Instant Noodle Chef, Wangwang food's image of wangzi, etc.

If we can see a logo as soon as we can see the national emblem when we see the national emblem, then the brand is the most successful.

5, let the brand become a category representative.

Let the brand become a category representative will have a great help in brand building and development. For some time, when we bought instant noodles, it might not be to say that we would like to bowl instant noodles, but that when eating "bowls", when buying "mineral water", we directly said that "Wahaha" became the pronoun of instant noodle products, and Wahaha became synonymous with mineral water products.

In the early years, we call a rope "nylon rope". Many people think that the name of this line is called nylon rope. In fact, "nylon" is the name of a brand. A brand can represent a category. When we want to buy this kind of goods, the first thing we think of naturally is it, which is undoubtedly very helpful to promoting sales.

Many people may think that only after becoming a well-known brand or industry leader can they have the same sense of class representation as Kangshifu and Wahaha.

In fact, it is not the case. Only by working hard to represent the category is it easier to become a well-known brand and industry leader. For example, many enterprises adopt the communication strategy such as "first", "experts" and so on, so that consumers think that your product is the first or expert in the category. As time passes, your brand will really become the first or expert and become the leader and pronoun of this category.

For example, "refrigeration expert", "tooth protection expert", "the first XX", "the first to adopt XX technology", "the only XX" and so on, all adopt a preconceived way to leave a representative image of a certain category in the minds of consumers.

Designing a location that can represent a certain category and persisting in spreading will become a representative of this category one day.

6, refining popular advertising slogans.

"This year, the new year will not receive gifts, and the gift will only be collected from the brain." "fill the blue bottle with the Xin", "throat dry throat pain, please use golden throat throat treasure", "men will be ruthless to themselves", "Crane Dance Baisha, my heart fly" these familiar advertising slogans can make you easily remember and produce identity.

The success of brand language needs 3 elements: (1) brand language should be maintained with the product's function, characteristics or perceptual level.

This allows consumers to have a consistent feeling and solidify and deepen their recognition. (2) advertising language uses distinctive, easy to memorize and catchy language.

Because no one will take the initiative to memorize the content of an advertisement, only the easy to read and memorable advertising language may be unintentionally remembered by the consumer (3) insist on spreading.

Successful brand language is just like idioms. When these words are spoken, consumers will immediately think of the meaning behind them. If they can do so, it is necessary to insist on extensive dissemination.

When a brand slogan is known to everyone, it will become a popular phenomenon, which is often quoted by you. For example, a crosstalk sketch often refers to familiar advertising slogans.

Let's take a look at a fragment of life: when a man wants to buy a laptop that he has long been fond of, but because it is too expensive to play chess, his colleagues jokingly say, "buy it, men will be ruthless." at this time, brand advertising slogans, like wings, can be propagate among consumers and save a lot of advertising fees.

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7, create a pleasant brand contact point.

The link between brand and consumer is the contact point of brand, finding out all the brand contacts and optimizing them, leaving the consumers with a good impression and memory, can make the brand succeed, otherwise, bad brand contact impression will also ruin a brand.

As a food company, its trucks are very dirty. Such a truck with corporate logo runs on the road for years. It is hard for consumers to forget the food produced by their enterprises, leaving a negative impression.

Although these problems are very small and often ignored by us, they may have a huge impact on the brand, and even the small brand contact points of the leaflets can not be taken lightly. Once a famous printer brand has made such mistakes, a batch of product leaflets are not accurate in color printing, resulting in blurred, double shadows and poor picture quality.

Consumers get such a leaflet, even if the above talk about the hype, consumers are also very difficult to produce desire to buy.

Although these leaflets are not printed by printer, they are not related to the quality of the products. However, the wonderful association can cause consumers to have a negative brand impression.

Perhaps these leaflets are not issued by the corporate headquarters. They may be made by the dealers themselves, but in any case, they have already had a negative impact on the brand and products. Only when we do not relax the contact point of any brand can we create a brand that consumers love.

Starbucks coffee shop, McDonald's fast food, IKEA home company, Disney Park and other excellent enterprises are very concerned about the shape of these brand contacts, therefore, these brands have high brand affinity and popularity.

After the above 7 points, we must constantly optimize and strengthen it.

A lot of enterprises have done a lot of good work, but they can't persist in implementing them consistently. Brand positioning keeps changing and the core of communication is changing.

To do well and stick to the 7 points mentioned above, your brand will go step by step toward excellence and excellence.