The Usual Strategies In Brand Image Building Process

　　 The usual strategies in brand image building process

Emotional introduction strategy

　　 brand It is by no means the name of icy symbol. It has its own personality and expressive power. It is a bridge to communicate the feelings between the enterprise and the public. People are thirsty for sincere and beautiful feelings in their hearts. Therefore, if the brand can occupy a place in the consumer's mind instead of the brain and occupy the emotional space of one side, the shaping of the brand is successful. For example, Bobbi melison Roberts, known as the Bobbi doll, is 44 years old, but it is still popular all over the world, and has sales in most countries and regions of the world. Known as the bestselling toy in the United States for many years by the famous American toy magazine, Bobbi was one of the ten best selling toys in the United States in the 90s when electronic toys were popular. In the hundred strong products of the world, Bobbi was the only toy product. What makes Bobbi dolls so attractive? Apart from her beautiful appearance, more importantly, the company gives Bobbi the image of affection. They use advertisements to set up Bobbi's personification and emotional image, open Bobbi's paradise and Bobbi's mailbox in the TV and newspapers, take Bobbi cartoons and organize Bobbi collection, so the image of Bobbi has opened the hearts of girls.

Psychological positioning strategy

Philip Kotler, a famous marketing expert, puts forward that consumption The change of behavior can be divided into three stages: the first stage is the quantity consumption, the second stage is the qualitative consumption, and the third stage is the perceptual consumption stage. In the third stage, what consumers pursue is the degree of closeness between the product and themselves, or just to get emotional satisfaction, or to match the ideal between the product and the ideal. Therefore, enterprises should adapt to the change of consumer psychology and arouse the resonance of consumers' minds with proper psychological positioning and establish a unique brand image. For example, BMW motor's positioning is "giving pleasure to driving". It emphasizes the sensibility and romantic color, and has won the love of many young consumers. Mercedes Benz pays attention to reason and practicality, so it is favored by people who are prudent and prudent.

Culture introduction strategy

Brand culture is the brand image, brand characteristics and the corporate culture and the philosophy of management that are formed on the basis of the historical tradition of enterprises and products. Brand needs culture. Brand culture is the core of corporate culture. Brand culture can enhance brand image and bring high added value to brand. If an enterprise wants to create an international brand, it needs more profound historical and cultural accumulation rooted in its own country. For example, the Marlboro cigarettes represent a rough, free and masculine man, whose success is mainly due to the introduction of "masculine culture", which makes the brand image unique. Mild seven, another cigarette brand in Japan, shows a completely different atmosphere. It is the ice and snow world wrapped in silvery, giving people a cool feeling, which implies its softness and sweetness. Every brand should focus on shaping a differentiated brand culture with cultural appeal.

Professional authority image strategy

The professional authority image strategy can highlight the leading position of the brand in a certain field, enhance its authority and enhance its trustworthiness. For example, the famous toothpaste brand "Colgate", which is emphasized in the advertisement, is recommended by the Chinese Stomatological Association and the Chinese Preventive Medicine Association. The Procter & Gamble Company also has outstanding performance in this aspect. In its toothpaste brand "Crest" series advertisements, the appearance of a middle-aged dental professor has appeared many times. Through explaining the knowledge of tooth protection to the children, she affirms the effect of toothpaste that does not wear teeth and moth proofing, and also has the certification and authority of the Crest Medical Association.

　　 Quality Assurance strategy

There are many factors that affect brand image, including product quality, function, safety, innovation, price and so on. But the most basic thing should be the quality of the product. The image of Japanese products in the world is mainly due to the importance of quality management. As early as 1949, Japan implemented the industrial standard law. In the past second years, the JIS standard system has been promulgated and promulgated according to this law. Subsequently, with the help of the specification Association and brand management promotion unit, the Japanese industrial specifications are more comprehensive and used, which not only meets the needs of operators, but also takes into account the interests of consumers, indirectly improving the brand image of Japan. Although some brands have already had a good image in the minds of consumers, once the quality problems arise, the brand advantage will vanish in an instant. "Nanjing Guan Sheng Yuan incident" is a typical example. "Guan Sheng Yuan" was founded in 1918 by Xian Guan, a brand founded in Shanghai. The branch and subsidiary company which was gradually established throughout the country before liberation was an excellent brand with great reputation both in the north and the south. In September 4, 2001, CCTV's "news 30 points" program exposed the events of Nanjing Guan Sheng garden's recycling of the next year's fillings, which made the beloved old Chinese brand time-honored and discredited. Even the brand of Guan Sheng Yuan in other areas without its assets relations was deeply implicated. The events of Guan Sheng garden may bring us a lot of inspiration. But because of the quality of products, it is thought-provoking to smash the lessons of nearly 100 years old.

brand image Spokesman strategy

The spokesperson in marketing refers to the special personnel who perform information dissemination services for the profit objectives of enterprises or organizations. As early as the early twentieth Century, there were pictures of movie stars in the print advertisements of lux soap. The successful use of brand image spokesperson strategy can expand brand awareness and awareness, and communicate with the audience at close range. The audience's love for the spokesperson may contribute to the occurrence of buying behavior, and establish brand reputation and loyalty.

In China, brand image spokesperson strategy is also widely applied, among which sports shoes, cosmetics and clothing industry are the most prominent. Most of the advertisements for sports shoes use brand image spokesmen, including a small number of excellent athletes spokesmen, to emphasize the brand's pursuit of superb competitive standards and never say die sports spirit, and the use of image spokesperson is a singer or movie star. This is because the target consumers of sports shoes are mainly teenagers and young people, and this consumer group is in the age of love and worship for celebrities. Businesses just want to use these popular stars' influence and appeal to attract consumers. Young people are immature in buying psychology. They tend to buy goods out of the love of brand spokesmen rather than really value the products themselves.