Clothing Brand: Affecting Consumers To Realize Their Own Value

What is the essence of brand? If I have to say in a word, I think brand is the meaning and value that consumers can identify and feel in the process of buying.

A brand is not a trademark. A trademark is only a symbol of a brand. It is like a person's name. A person named "Gao Da Qiang" does not really grow tall and mighty.

What is the significance of brand to enterprises depends on the actual cognition of consumers at different stages.

That is to say, the value of a brand is not an enterprise, but a consumer's mind.

So in Trout

In theory, we emphasize the "mental occupation" of consumers.

In traditional Chinese business, most SMEs recognize the brand as "advertising channels for endorsement."

This is not wrong at a specific stage.

Because consumers' perception of brand value is changing with the competition between brands of the same category.

With a simple model, the brand has three levels of meaning to consumers, the first level is "popularity", a well-known brand is not necessarily a brand that the public can identify, for example, mountain and wood training; the second level is "trust", that is, on the basis of "knowing", it believes that the product quality and service of a brand are "trustworthy"; the third level is "love and recognition"; in a sense, consumers are especially fond of and even loyal to the brand; they are willing to choose the product of the brand, and even feel proud and proud of their choice.

I often compare brand marketing to pickup girls.

If there is no fame, the consumer has no sense of familiarity, just like a girl's chatting up to a strange boy, the first reaction is to guard against it; when the boy swam in front of the boy all day long, the girl will gradually feel familiar, and the sense of readiness will also gradually decrease. But establishing the next relationship requires safety and trust. A girl will go shopping with a trusted boy, and watch a movie, but not necessarily willing to go further. The most important thing is not to regard this boy as the only choice; therefore, if the girl wants to be loyal, she must love the girl.

There are also cock silk and rich handsome in the brand.

Gao Fushuai's brand often has excellent history, pure lineage and haughty character, just like rich handsome, driving a sports car Zoom-Zoom passing by, natural legs behind the long legged beauty to keep up.

These local brands are hard to learn and are not part of the discussion.

We are studying the local cock wire brand, how to soak up the girl.

The strength of the brand will have a comprehensive impact on the entry rate, bag rate and gross profit.

Whether a brand has comparative advantage depends on whether a specific group can have more influence than its competitors.

In a time when we are all unknown, famous brands will have advantages over unknown ones. In the era of well-known people, the trust caused by brand quality and service word-of-mouth will cause relative advantages. But when quality and service are not the main contradiction among many competitors, the level of competition will rise to the consumer's love and approval.

The reason why many of our enterprises are confused about brand marketing in recent years is that the market's contradictions have shifted, and the brand value that has been molded by popularity and quality can no longer become the main competitiveness.

For many standardized categories, brand value will be cut off to "trust". The difficulty of creating "love" is very high, which is determined by the characteristics of the category itself.

But the non standard category represented by clothing is a kind of "Pan culture" commodity. The essence of culture lies in identification. Creating a "love and recognition" is a must for any strong brand.

So how do we influence consumers and let them "love and identify" our brand?

We need to have a deeper and more thorough understanding and understanding of consumers.

In the last blog, I mentioned that in the post industrial era, the characteristics of consumers are the satisfaction of spiritual needs, and at this stage, the needs of consumers are often vague, inaccurate and need to be led.

A cultural product only satisfies the deeper desire of consumers, helps them get rid of bondage, release pressure and dreams in order to get consumers' recognition and love.

This is like a girl who never had a "Nirvana". Boys need to satisfy their girls' inner desires instead of what they can express in words.

Lang Xianping mentioned in the book "Chinese enterprises no play?" a great brand is "hitting the collective character of a generation".

That's what it means.

If we want to attract customers in the brand's mind, we must rely on "fashion", "style" or even "discount". It's like winning a girl to dinner and watching a movie.

We can often see some brands, and even some Internet brands, self serving advertising and doing PR, thinking that they have affected consumers, but did not expect micro-blog to curse.

This is because the era of Trout's life is an era of one-way media monopoly. The brand conveys its concept to consumers through one-way media, and consumers have no right to speak, but also to have opportunities to interact with brands.

In the age of social media, every consumer will become a self media, whether it is self serving or deceiving oneself.

Consumers are ridiculed.

When consumers become self media, they can freely voice their own voice, from a technical point of view to be able to interact with the brand in an era of free interaction. The core of the brand is to change the way of thinking and ways of communication between consumers and consumers. We need to have the ability to anticipate the feelings of brands in the minds of consumers and the reactions that may arise.

All this is based on more respect and thorough understanding of consumers.

Since the media age is a challenge and an opportunity, it can easily turn the brand that does not understand or respect consumers to a naked prototype, or let consumers who understand and make consumers agree and love brands do not rely on monopoly media, and rise rapidly through the spread of the media.

With the development of the times, online communities and social networks have enabled consumers to cross the boundaries of time and space and gather similar groups in different regions.

With the gradual satisfaction of material needs, the pursuit of spiritual needs promotes consumer segmentation.

For a newly established brand, consumers with a certain lifestyle or emotional appeal are more likely to create high degree of recognition and preference and get differentiated.

This is what we call "small and beautiful".

In this market, small and beautiful though it is difficult to achieve a large scale, but in a limited space, bigger and more competitive.

Of course, if we want to talk about the establishment of brand and throw away the category of brand, it is of no significance to generalizations.

The reason is that consumers do not agree with different categories of cognition, demand and choice logic.

Therefore, in view of each specific brand, how to operate, still needs to be discussed.

The only thing that remains is that we have to do a thorough understanding of the lifestyle, attitude and expectations of consumers.