Five Main Approaches To Brand Image Building

Five main approaches to brand image building

1, strengthen brand management

Strengthen

Management first requires high-level leaders to personally ask brand questions.

As a priority issue for enterprises, as a strategic issue for the development of enterprises, we should grasp the brand image as well as product quality.

This is more conducive to the combination of brand image and corporate vision and business philosophy, or to reflect the vision and business philosophy of the company on brand image.

Secondly, we should establish the brand awareness of all employees, so that employees can share brand knowledge, familiar with brand identification, understand brand concept, and express their brand image.

When employees understand the importance of shaping brand image, they will have a sense of responsibility and mission, and then form cohesion and combat effectiveness.

Another key issue in strengthening brand management is to establish a unique concept and operation mechanism within the enterprise, and establish a scientific organizational structure and strict rules and regulations. This is the organizational guarantee for the implementation of brand management.

Finally, because of the long process and many links in the brand image, people, things and things must be included in every aspect of the enterprise. It is a three-dimensional, multi-dimensional, dynamic and complex social system engineering, and therefore needs the whole brand management.

2, attach importance to products and services.

Quality is the cornerstone of brand, and the most notable feature of all strong brands is quality.

According to a poll, 90.6% of Chinese believe that famous brands are "good quality products".

Rolls-Royce is recognized as the best car in the world, the crown of a famous car.

It can be said that no one doubts.

So, what is the quality of it? Every Rolls-Royce is carved artwork.

It does not count on work, nor does it aim at perfection.

In general, cars can be delivered, leaving the production line and leaving the factory door.

Even high-end cars like Cadillac are only tested for 4 hours.

And every car of Rolls-Royce has to be debugged and tested for 14 days.

Today, Rolls-Royce, no matter which kind of car, travels at a speed of 100 kilometers per hour, the silver coins placed on the water tank can not be shaken down for a long time. Sitting in the car can not hear the sound of the motor, only the sound of the clock pointer moving in the car can be heard.

The reason why Rolls-Royce has become a world famous brand is due to its super first-class product quality and service quality.

In terms of quality, enterprises should always walk in front of market demand and walk ahead of consumers.

In order to improve the quality of products and services, enterprises should establish a sound quality assurance system.

The quality certification carried out by Chinese enterprises in recent years is part of this work.

A perfect quality assurance system will strengthen brand image and form a good brand reputation.

3., pay attention to brand positioning.

Because brand positioning is the action that makes the brand occupy a unique and valuable position in the public mind, that is, it outlines the brand image, so we can imagine the impact of brand positioning on brand image.

Brand positioning is too high, positioning is too low, positioning ambiguity or positioning conflict will endanger brand image.

We can take Nestle coffee as an example to illustrate the significance of brand positioning in shaping brand image.

Nestle coffee (Nescafe) is the largest food company in the world and Switzerland's largest enterprise. It was founded in 1867 by HenriNestle, a scholar based food technician in Switzerland.

Nestle uses his own name "Nestle" as the brand name of his product, and takes the bird's nest pattern as the trademark pattern.

"Nestle" has the meaning of "comfortably settled" and "snuggle" in English.

Because of the specific meaning of its name, it must be related to the word "Nest" (Nestle), which is the same root in English.

The Nestle pattern as a brand design will also remind people of babies, mothers who love to be fed, and healthy and nutritious Nestle products.

Nestle brand name and graphics are closely matched, showing differences in general, showing great difference and uniqueness.

It is close to life, close to consumers, and brings people a lot of association.

Nestle brand fully meets the basic requirements of brand positioning, fully embodies the specific functional orientation and emotional positioning.

The essence of functional positioning is to highlight the new value of commodities, emphasize the differences and advantages of similar commodities, and bring benefits to consumers.

Nestle milk powder and coffee (global brand network) have the connotation and quality of "Nestle", bringing the healthy growth of infants after nurturing, bringing the comfort and comfort of many consumers.

Emotional positioning highlights the symbolic meaning of products to consumers, and uses it to arouse consumers' sympathy, trust and love, so that consumers can resonate with them.

Nestle brand name and graphics of emotion and image, set up a good brand image.

4. optimize brand design

Designing brand names, signs and packaging is the only way and effective way to highlight brand personality, enhance brand awareness and embody the beauty of brand form. It is an essential step in shaping brand image.

We should not only carefully plan and design the elements of brand identification, but also coordinate and match all the elements to form a complete brand recognition system and produce the best design effect.

Kodak is the largest photographic equipment company in the world. In the brand logo design, the first letter "K" is echoed with the name "KODAK", and the red letter method is used to create a strong contrast ratio, resulting in good information dissemination and visual recognition effect.

The logo highlights a word "K", which is characterized by its shape, decoration, character, graphics, striking, strong and simple, with strong uniqueness and significance.

The word "K" is rich in glamour, giving people a hint of upward and forward actions and stimulating consumers.

It is such a brand logo with outstanding personality, unique style, originality and identification, which has made an indelible contribution to the establishment of Kodak's brand image.

5. pay attention to the public, do public relations and advertisement well.

Public relations and advertising for brands, such as two wings of birds, two wheels of the car, its importance is self-evident.

The brand image should ultimately be established in the eyes of the public, and ultimately depends on the brand's reputation, reputation and public's trust and loyalty to the brand.

Therefore, the whole work of brand image building includes public relations and advertising, facing the public, taking the public as the core and paying great attention to the public's response.

For example, many strong brands are good at using public relations to win the favor and trust of the public.

Of course, public relations should be good at catching the psychology of consumers, otherwise it will backfire.

In June 7, 1992, the "SpiritofHennessy" arrived at the port of Whampoa in Shanghai, opening the prelude to Hennessy's public relations promotion in China in June 7, 1992.

Then, through the holding of Hennessy exhibition, Hennessy cinema and all kinds of cultural awards, the company set up the image of a cultural communicator and successfully entered the Chinese market.

The five aspects mentioned above are far from the whole work of brand image building. For example, technology is the forerunner of brand, culture is the soul of brand, innovation is the vitality of brand, and so on.

Brand image

And the formation of charm is by no means an overnight effort. It needs long-term accumulation and massive investment.

But as long as the method is correct and coupled with long-term and unremitting efforts, there will be substantial returns.