Fashion Thinking: Pay Attention To The Shaping Of Brand Ethnic Groups

Now there are tens of millions of products around the world, and we can only get dozens of names, but only a dozen or so are well known. In the vast brand stars, why can a few brands be dazzling, and most brands are dull? Nowadays, there are many brands of bombing advertising, but few years, brand assets have not accumulated obviously.

Some rely on event marketing and gimmick hype, although the popularity is very high, but the contribution rate of such brand to sales is not obvious, brand will soon disappear from the public's vision. The reason is that these brands are only at the early stage of brand building -- a well-known brand.

The brand hierarchy can be divided into three stages: popularity, reputation and loyalty. The first stage is easy to achieve. As long as there is enough media to spread or create some marketing events, it can become a household word. However, consumers know that your brand does not mean that you must consume your products, so simply being famous can not create positive for the company. brand The brand that accumulates and sells can not enter the ranks of excellent brands.

The second level is reputation, which can be achieved with good merchandise and good corporate reputation. Though this brand has some help in resisting market risks and word of mouth, its sales promotion effect is not obvious.

Only third levels, loyalty, are the characteristics of a super brand. Brand loyalty can withstand strong market risks and continue to promote sales.

Though excellent Top brands They all have strong strength, products spread all over the world, and the media spread more widely. However, these top brands have all come from a small brand that is unknown. Therefore, having a large amount of resources, wide market share and high density transmission can not become the reason for the success of these excellent brands, because these resources and advantages are only owned after their success.

So what did they do to make the brand bigger and stronger at the beginning? A closer analysis shows that the more important a characteristic is, the more successful a brand is, the more loyal customers are, the less it is. Loyal customers mean not only unswervingly buying a brand product, contributing to its profits, but also promoting publicity for the brand free of charge, so that the brand can develop rapidly.

Therefore, having a large number of highly loyal customers is a necessary feature of an excellent brand, which is also the foundation for their rapid growth and improvement.

A brand that can obtain consumer loyalty has many elements, such as excellent product quality, beautiful brand story, unique brand culture, etc. However, there is an important aspect which is often ignored by us, that is, the division of brand ethnic groups.

Nowadays, tens of thousands of brands in the market seem to be chaotic. In fact, they are like natural species, having attributes and ethnic groups. Apart from the physical attributes, this classification is more important for the sensibility of consumers in mind.

The author divides the brands in the existing market into four categories: fashion, honorable, elegant and general. A good brand is both sociable and special.

The so-called "gregarious" means that consumers will instinctively look for their own brand communities. Therefore, our brand should choose a large brand category and then join it so that consumers of this group can find you. The "special" refers to a brand that wants to exceed or distinguish other brands in this group. It is necessary to create a special and charming brand image to attract and gather consumers of their own brand brands.

There are many brands in the brand community. Only the brand that is full of individuality and excellence can satisfy the needs of consumers' physical properties while meeting their personalized emotional needs. This brand can avoid competition among other brands in the same clan and stand out. Only such brands can continue to gather high loyalty consumers.

When it comes to brand ethnic group classification, we have to mention the problem of positioning. Brand community classification is different from product positioning, and product positioning is based on rational product function attributes. The division of brand ethnicity is based on the separation of brands from the perceptual level, and then the specific consumer groups are identified from the emotional level, while satisfying their physical attributes and satisfying their emotional needs.

But this is also different from brand positioning, because we are relatively subjective and independent in brand positioning, without clear ethnic consciousness. The lack of awareness of brand perceptual groups leads to the function of brand positioning only on the basis of distinguishing other brands, and can not bring advantage of ethnic agglomeration to bring marketing advantages.

Now many brands have good product quality, accurate product positioning, unique brand positioning and strong communication, so sales are good, but it is hard to aggregate higher customer loyalty, that is, long-term repeat purchase and introduction.

The reason is Brand ethnic group The vagueness of positioning is the appeal of the brand while sometimes it emphasizes the refined taste, sometimes emphasizes the noble taste, but the product is the image of fashion. This is free from all ethnic groups, although consumers may temporarily buy your products, but consumers can not find a sense of belonging in your brand. They think you are not the "organization" they want to find from the perceptual level.

This will not naturally lock you into his long-term pursuit. Loyalty is even more impossible. Such brands cost a lot of communication costs and valuable time, but the results are not ideal. In contrast, those brands with clear brand positioning do not cost much more than the market average, but because they are more likely to capture ethnic groups and make them loyal, making brand loyalty very high and brand growth fast.

Just imagine that we are looking for friends from certain ethnic groups to find it easy to go to the tribes of this ethnic group, or to find them all over the world. Similarly, we struggle to find friends of these ethnic minorities and let them settle in our cities for a long time. But it is not easy for them to stay away from their homes for a long time. It is not so easy for us to go to their tribes to settle down.

China Mobile's brand building is a clear distinction between the various ethnic groups, in addition to the division of product level, the emotional level is also in place, so the brand stickiness is very high. For the distinguished customers, the "global com" brand product price is at the high end, but the product function, service and image are also top level, signal global coverage, 24 hours VIP service and so on. The modes of communication are symbols of successful business people, and advertisements are also put on high-end newspapers.

The marketing methods include business clubs, related parties, lectures and other interactive activities. For the popular fashion group, the brand of the "dynamic zone" is completely in line with the taste of the fashionable young people. The products mainly focus on young people's favorite SMS and GPRS Internet access.

In order to highlight the brand image of fashion, hire celebrities like Jay Chou and other young people to make brand endorsements. Put advertisements in popular magazines, websites, celebrities and entertainment programs. We often organize various competitions, SMS games, prizes and competitive guessing activities, while the "Shenzhou line" launched by the popular group has a balanced product function and no personalized image to meet the needs of the mass users without individuality.

This group has the largest number of people, so the main reason for grabbing market share depends on this brand. Because the first factor affecting the buying of the popular group is the price, the tariff is relatively cheap. Publicity is to find popular celebrity endorsements, such as ge you.

The channels of transmission are mass media and TV programs. The three ethnicity brands are different from product function to external image, emotional connotation to communication means and ways, so that the corresponding ethnic group members can find organizations quickly.