The Hidden Rules Behind The Brand

A net shop without a brand is like a young man with hair coloring. In a tattered railway station full of instant noodles and feet smelly, spitting everywhere, a quilt wrapped in a snake skin bag is crowded into the aisle with the faces of the migrant worker brothers who are sassy, giddy, and smoked with cheap cigarettes.

Looking out of the window, the neon lights had the envy of the eyes, but the MP3 stuck in the ears was, "finally you have been someone else's little three, and I know it's not because of love, love ~ ~" vulgar songs.

Branded

Let's imagine that the guy who made the train was dressed up with a famous brand, and he could not carry it with Bentley.

Because the brand is not packaged out, is stewed out, but they were born in a wealthy family, aristocratic primary and secondary school graduation, Harvard University MBA, Wall Street brewing for several years.

The network needs to be a brand, a bit of a nonsense. The Internet only has pictures and words, that is, the pictures are made more creative. The details page of the merchandise is more than 3 meters, and even let the international first-class advertising companies operate. It is not just making the brand, but just packaging. Moreover, the Internet brand has the longest age of 5 years, and has stewed for so many years, how to achieve the brand?

The highest level of brand is not fame, not reputation, which is important, but not the most critical. The most important thing is that the brand of cattle is playing the role of social relations quietly, which is more powerful than playing the brand of culture.

Most of the high-end car sales in Jiangsu and Zhejiang provinces are mostly bought by private owners and wealthy people in order to show their faces and compete with each other. Others buy Mercedes Benz, I buy BMW, others buy BMW, and I buy Rolls Royce...

The Chinese people do business and attach importance to relations, and the traditional ethics and morality that maintain the relationship have been lost. Therefore, only eating, drinking, whoring, gambling and comparing each other are the rules and criteria for the existence and maintenance of this business circle.

So why is Rolls-Royce bull? It's because he has become the "synonym" and "status symbol" of high-end cars.

Why do you eat Shaxian County snacks downstairs when you are hungry, but you go to the French restaurant with your girlfriend? Because in your mind, though Shaxian County snacks can be fruit, but after all, it represents the low-end food brand.

Therefore, in the entity, pricing and location determine the location, and location determines.

Another example is your girlfriend's birthday, you send your chocolates and roses, but you don't send the traditional Chinese sachets, because you know that girlfriends are very petty bourgeoisie. You can give your mother brain platinum in the new year, although the brain is very vulgar, but you know that your mother will not blame you, as long as your mind is on the OK.

Have you noticed that this involves subtle social relationships between people? You have a different way of looking at your girlfriend and your mother, showing that you have a subtle difference in social relationship with your girlfriend and mom.

Everyone will shoot the brick and say, "must the brand be?"

OK, come back to Daddy.

According to me, pricing decides positioning, positioning determines grade, and taste determines social status.

The brand that increases 1~2 times, basically takes light textile market and Cheap Road, small profits but quick turnover, brand is just a trademark and privatization symbol account number, can make money desperately is the key;

The brand that costs 2~3 times is basically going to supermarkets and low-end stores. It is a good trademark brand. The channel is king. Pervasive penetration is king. Most of them are necessities, and there is not much social communication potential and value. You won't show off because you bought mineral water from farmer's spring.

Price competitiveness, quality and ubiquitous convenience are the core competitiveness.

A brand that costs 3~8 times can walk around the joint store of a department store, or toss a store. All the money is invested in channel construction, shop training, customer service and experience, shopping malls, and there is little money for premium marketing and advertising, but there is a prototype of the brand because of a consistent brand image, good merchandise that embodies the brand appeal, good customer experience and service, clear market positioning and a certain market share, and also something worth talking about occasionally when friends are gathering, beginning to have the value of certain social relations.

The brand with a price increase of 8~20 times will basically create a high profile and create a brand image. Through the power of advertising, especially public relations, it will permeate into the social relationship and become a symbol of certain symbols and identities. They do not have to expand their channels themselves, because some channel providers are seeking to buy goods, and some brands even regard hoarding as a marketing strategy.

But we may have to know that the price increase 8~10 times, may have 4~5 times to do the public relations, the famous celebrity, the star, the media, the high-end gathering, frequently penetrated into the high-end activities, so as to create a huge brand potential energy, and finally poured down, the profits came, but perhaps not the huge profits, cost results and Strategies of different ears.