The Core Value Of Local Brands Is Blurred.

Refining a highly differentiated and personalized one.

Throughout the history of world brand development, all successful brands have a common character, that is, they all have distinct personality.

However, there are many local brands against the audience. Many brands lack clear core value of the brand. Some enterprises even regard the value and corporate culture of the enterprise as the core value of the brand.

Although some enterprises have established the core value of the brand, they give people a very vague impression, which is incomprehensible.

The core value of the brand lies only in the level of slogans and slogans. Although slogans are loud and clear, the connotation is empty and tasteless.

Take shampoo as an example, many local shampoo brands lack a deep understanding of the core value of the brand, leading to the serious vacuity of the brand.

What is the advantage of this shampoo? What is special about it compared with other brands?

Qiao Qiao: "taking the essence of heaven and earth, moistening infinite hair" looks great. But do you understand its brand appeal?

LaFang: "love life, love LaFang", why do consumers love LaFang? What unique selling point does it make consumers love?

Good guy, "Hello, everyone is really good. What kind of shampoo is good"? What is the difference between it and other competitive brands?

Gone with the wind: "floating shadow, more confident". What promises of interest can the floating consumer make the consumers confident?

...

It is not hard to see that many local shampoo brands rarely go deep into the market to understand the real demands of consumers. Therefore, the core value of the brand is large and empty, lacking distinctive and unique personality. Such empty brands can hardly capture the hearts of consumers.

Transnational daily chemical companies will never adopt this kind of incomprehensible brand strategy.

P & G's five brands of shampoo, Head and Shoulders, rejoice, PANTENE, icard and VS, each brand has a clear appeal point, vivid personality, such as dandruff, compliant, nutritious, herbal and so on, fully meet the individual needs of different consumers, coupled with Procter & Gamble skilled brand operation means, so that each brand has strong competitiveness.

In 2007, Unilever launched Qingyang shampoo. When it appeared, it explicitly told consumers that Qingyang was dandruff targeted at male consumers. Unilever invested 500 million yuan in the promotion fee to emphasize this sentence repeatedly, so that it can be branded in the minds of consumers.

The inherent shortage of brand core value is actually equal to the problem of the foundation of high-rise buildings. This also causes the local shampoo brand to be in a weak position in the game with international brands.

In the shampoo market of nearly 30 billion yuan cake, Procter & Gamble's Head and Shoulders, rejoice and PANTENE three brands occupy more than 60% market share. Unilever holds second seats. Besides the overlord can compete with foreign brands, the sales performance of other brands is getting more and more lonely. Good, beautiful, beautiful, beautiful, beautiful, celebrities and so on can only survive in the two or three line market at a low price for a long time, and now extend to the rural and village markets.

Long term occupy the bottom market is bound to brand branded low-grade goods, and when the enterprise is bigger, and then want to enhance the brand image, it will find it difficult to reverse the inherent low-grade impression of consumers.

Take the local beverage brand as an example.

In the past few years, local beverage brands, such as coke, fenhuang cola and coke, appeared in a bid to challenge international giants Coca-Cola and Pepsi Cola.

However, these three kinds of local Cola brands do not seem to be more innovative except to emphasize that they are "Chinese own Cola". They also have vague questions about the positioning of the core value of the brand.

Take fenhuang Cola as an example. In those days, fenhuang Cola told the news media that after tens of thousands of consumers blind tests showed that fenhuang Cola is more suitable for Asian population than Coca-Cola and Pepsi Cola because they are coke produced by foreigners.

However, fenhuang Cola has neglected one of the most crucial problems. Coke's beverage, except carbonated saccharin, is simply water quality, and has no amazing product quality at all.

Coca-Cola and Pepsi Cola can be brilliant for hundreds of years. Rather than the success of their products, they are the success of brand culture communication, which is the soft rib of Fen Huang cola.

Fenhuang Cola has broadcast two TV advertisements - "dragon boat" and "anti friction".

The content of the Dragon Boat Festival is: when people sweat and sweat to carry the dragon bone, a pot of Fen Huang Cola appears. Cheng Long opens it and drinks it up. Then there is a sentence "Fen Huang cola, everybody Qi Huanle".

The content of "beating the paper" is that after Jackie Chan was robbed of the fenhuang Cola in the little boy's hands, the heroic Jackie Chan appeared. He helped the little boy to take back coke. The little boy admired Jackie Chan's Kung Fu and threw the Fen Huang Cola in his hand and asked for another visit.

Analyzing these two TV advertisements, we can easily find that the former advertisement seems to be advertising for Jackie Chan's Kung Fu instead of Fen Huang cola. It is difficult for consumers to comprehend the connotation of Fen Huang Cola's brand personality from advertisements.

The latter advertisement is nothing more than explaining a question: Fen Huang cola can quench thirst, especially when it dripping sweat. What is the difference and advantage compared with other cola?

It can be seen that fenhuang Cola's brand appeal is vague and empty, and has no distinctive features. This greatly weakened the influence of the brand, let alone its own unique brand culture.

Although Fen Huang Cola only paid 150 million yuan for TV advertising in 1998, it accounted for 23% of the advertising expenses of the year, and nearly 6% of Coca-Cola advertising.

However, after just two years of scenery, fenhuang Cola still faded out of people's sight.

In addition, the core value of Wahaha's very Cola brand is not clear. The beginning of the slogan is "Chinese Cola", playing the national brand, and later said, "young without fail", which seems to be similar to Pepsi's "new generation of choice", giving people the same impression.

Take Wang Laoji for example, Wang Laoji had been obscurity before 2002, and had been working for more than 7 years.

The fundamental reason for its indifference is that the brand personality is blurred. Its original slogan "health eternity, forever global brand network" is a rather vague concept. It does not answer what Wang Laoji really is and lacks due impact.

In 2002, Wang Laoji asked a professional consultant company to plan, finally determined the new appeal of "preventing excessive internal heat" and refined the concise slogan "afraid of getting angry and drinking Wang Laoji".

The brand of "prevention of excessive internal heat" has distinct personality and unique personality. It avoids the frontal collision with Coca-Cola and other domestic and foreign beverage giants, and quickly detonates the herbal tea market.

In fact, the core value of the brand is vague and empty, which has become a common problem of many local brands. The blurring of the core value of the brand makes many local brands unable to clearly answer who I am.

Although Wuliangye is the real leader of liquor industry, it is a "king of Chinese liquor industry" for a while. It is "wine making enterprise in twenty-first Century" and "your life's choice" for a short time, so that consumers can not yet clearly understand its personality connotation.

After the implementation of Wuliangye's brand expansion, Wuliangye's five grain spring, five grain alcohol, heaven and earth spring compared to the three, apart from the price difference, what is the difference of the product's personality connotation?

In the short term, Wuliangye's success conceals other deficiencies of the brand, but in the long run, the core value of the brand is still a problem that Wuliangye can't avoid.

Dong Jiu is one of the top eight famous liquor in China. It is classified by the state as the secret ingredient of more than 140 famous medicinal herbs. The technology and formula of Dong Jiu are very different.

But Dong wine's advertisement is: "do not drink Dong wine, do not understand wine", can you perceive its personality?

Jiugui Liquor claims to be "the guide of Chinese wine culture". However, wine culture is a broad concept.

Hongta's famous brand, the slogan of "outside the sky, Hongta group" seems to express a core value of "humility and comity". But in its advertising picture, the rush of the Yellow River and the majestic the Great Wall seem to interpret a magnificent and confusing way.

It can be said that the bruising of brand personality has become an important factor that restricts the development of local brands. If you want to create a hundred year golden signboard, first of all, let your brand personality be distinctive and unique.