The Strategy Of Creating Brand Temperament; &Nbsp; How To Make Consumers Heartbeat.

So how to create brand temperament so that the target consumer group of heartbeat?

First of all, we should study the aesthetic tastes and values of the target consumers, and then plan the brand temperament that matches their aesthetic tastes and values.

This is very important. The failure of Wahaha yogurt in Shanghai is a typical case.

If a middle and low grade liquor sold to the public class, too much injection of "luxury" elements, it will make consumers stay away from it.

And an elegant coffee bar, watch, graphic advertisement screen is dull, without aesthetic feeling, it will also cause the target consumer to reject.

Brand temperament recognition

The newly launched "3C" advertisement by Xu Jinglei endorsed the brand new image of "happy creating C life".

Therefore, we should constantly test in marketing communication activities.

Prevention and coping strategies for brand aging

A brand's Association is "downhill, old-fashioned, outdated, and no future". It shows that the brand's temperament is beginning to grow old. No one will like the brand of "downhill, old-fashioned, outdated, and no future", so brand aging is the cancer of brand.

The causes of brand aging are often caused by the following reasons:

1, sales and market share declined, giving brand name no sunset.

2, products and technologies have not been upgraded for a long time.

3, aesthetic fatigue - no innovation in product packaging and advertising creativity and performance.

4, for a long time did not send a strong voice to the market.

Therefore, a good brand manager should be good at addressing the above causes of brand aging, and actively prevent and deal with brand aging.

1, technological breakthroughs and product upgrading

Technology upgrading and product upgrading are the symbol of consumer confidence and the rising brand.

Changhong's "Jing Xian" color TV has swept Changhong's consistent soil and obsolete old fashions, giving the brand fashionable and youthful flavor.

Technology and product upgrading should grasp the rhythm and not throw off the most advanced technology at once, which will lead to new problems within a few years.

For industries without substantive technological innovation, the frequency of new products should also be maintained on the basis of limited product upgrading, and vitality can be injected into the brand through conceptual marketing and dissemination amplification.

For example, PANTENE shampoo has more than 98% of the product components of each generation. But through concept marketing and first-rate communication, people feel that this is much better than before.

2, change new clothes - New VI and packaging.

If products do not have room for innovation, they can reduce the harm of aesthetic fatigue by updating VI and packaging.

In recent years, Coca-Cola has changed its LOGO and packaging design, and the shampoo has changed its bottle type and packaging design.

In recent years, Coca-Cola has changed its LOGO and packaging design.

3, the performance of advertising communication keeps pace with the times.

Although brand core values and basic identification should be stable, advertising performance must change at the right time.

Consumers will be very tired of not changing advertisements for a long time. The brand will give people a sense of obsolescence, rigidity, no fashion and lower grades, which will lead to brand aging.

Therefore, in order to keep the brand strategic positioning unchanged, with the customer's aesthetic preference

4, give a strong voice to the market at the right time.

There are two ways to make consumers feel strong voice, one is intensive advertising after a period of time; the two is to launch a shocking event and news hype, such as Lenovo's acquisition of IBM's PC business department to make people feel Lenovo with Lenovo. Originally, DELL's aggressive attack would lead to the decline of Lenovo's judgment.

Strong voice makes consumers feel brand strength, new atmosphere and growth.

5, constantly convey to the market their vibrant and thriving information.

The rapid growth of sales, technological progress, talents coming and going, capital market grabbing pet constantly market pmission, showing its vitality.

The United States was once in a predicament. In the 97 year, the sales revenue of the US group was less than 3 billion yuan, which was almost purchased by Kelon.

In the past 99 years, a turnover has been made, and the main business air conditioning entered the industry's top three. The information on the rapid and healthy growth of performance has been pmitted to consumers through news reports and other channels. It has become the focus of public relations propaganda in the United States, greatly improving consumer confidence in the United States. In 2000, it broke through 10 billion yuan to 10 billion 500 million yuan, and reached 14 billion yuan in 2001. After that, the United States entered a rational cycle and sold 18 billion 320 million yuan in 2006.

The US semi annual report 2006 shows that under the background of the overall depression of the air conditioning industry, the main business profit margin of the United States is 17.185% and the sales net interest rate is 2.605%. It is the most profitable enterprise in the listed air conditioning enterprises, much higher than other air-conditioning counterparts, and the whole financial structure is very healthy and stable, and the indicators of advance payment, inventory and liabilities are also in a fairly low range.

In the white paper on China's household air conditioning market released by the National Information Center in 2006, the air conditioner in the United States has included the "2006 (frozen)" annual air conditioner.

6, brand extension, Wei Wei Zhao Zhao to enhance brand vitality

The aging of some brands is because the market capacity of the original dominant industry has been relatively stable, and its market share has been relatively high, so it has encountered the ceiling of growth.

For example, Lenovo, with the maturity of the PC market of the main product, plus the business model with more competitive DELL and lower market share, Lenovo feels downhill.

If you do something about PC, Lenovo wants to get the market share in the middle and low market and DELL competition, which is very difficult.

And through the strategy of strengthening the brand by extending the strategy of "Wei Wei Zhao", we will exert efforts in the fields of mobile phones and MP3. Through the success of these fashionable digital products, we can create the brand's fashion and vitality and effectively enhance the attraction of the brand to customers to fight against DELL.

In fact, Samsung laptop sales are good, mainly rely on mobile phones, MP3 to create excellent brand image.