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Introduction To The Development Experience Of Time-Honored Brand

2014/2/12 12:41:00 34

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the source of youth of brand image /p >

brand image is not brand a href= "http://www.91se91.com/news/index_cj.asp" > asset < /a > part, but only consumers' perceptual cognition of brand, reflecting the situation of brand being on the road.

The survey is mainly qualitative, and the results are mostly described by adjectives. It is the reflection of the brand status in the minds of consumers, a reflection of brand equity, and a careful study of brand image is still of great practical significance.

brand image renewal is strategy and tactical requirement /p >

brand image aging has two meanings: /p >

generalized brand aging refers to the slow and gradual degradation of the brand itself.

The brand will not disappear in a short time, but always fade away as time goes on.

The brand was always full of vigor and vitality at the beginning, but most of its lack of continuous innovation and maintaining its inherent state would be regarded as "rigid, conservative or even arrogant" by consumers, and gradually dimmed from the consumers' mind.

Another meaning of "P" is the aging of brand consumer users.

Brands can't have life, but consumers of brands have, they grow up, they are also aging, is this brand still speaking to them? And they want to sell to the same people forever. Different times have different consumers. The young people in 1982 and 2002 are different. It is not feasible to communicate with young people in 20 years ago. If the old women in streets and lanes are dressed in Baleno, what is the image of Baleno in the hearts of young people?

on the issue of brand image, consciousness determines consciousness, that is, the consciousness of brand managers is used to decide or guide consumers' consciousness. Most of the aging of brand image is also caused by poor brand management. When managers themselves do little to the brand (products lack innovation, quality is unstable, and promotion is not timely, etc.), consumers' indifference to brand is natural.

brand managers tend to attach great importance to "how consumers want to see my brand" instead of focusing on "what consumers think of me now" and confusing brand image and brand assets, "what kind of assets do I accumulate in the minds of consumers"? These are two different concepts. Assets can be obtained through qualitative research. For a brand manager, studying the current brand image is more meaningful for guiding the next brand work.

If we look at the time coordinate, assets represent the past of the brand, the image represents the present, and the brand goal we set is ahead. The significance of brand image renewal lies in using assets and achieving the goal.

for a small brand, it may be too early to talk about brand image, because maintaining a good image can not bring disruptive sales miracles to them, but for a national strong brand, maintaining a good brand image will also promote stable and sustained sales growth.

strong > brand image aging will cause the following brand problems: /p >

affect sales.

The emergence of this problem is directly based on consumers' recognition of brands, especially those of some national brands.

The US RCA is the TV brand in the US. In 70s, due to the impact of Japanese products and its brand image of decades, it has been recognized as a grandparent brand. It has seriously affected sales, and once dropped to 5% of the market share. IBM has been abandoned by young consumers because of its aging brand image and "arrogant, stubborn and conservative" brand image, and its sales performance has plummeted.

brand equity.

There are different theories about brand equity, but there are two factors that affect the brand equity of old brand image: popularity and brand association.

Most of the brand image aging problems have a certain relationship with the reduction of brand promotion, which directly affects the popularity of brands in the consumer group. In addition, brand associations and image relationships are most closely related. A bad brand image will certainly not have good brand associations.

[b] brand image aging due to poor communication points, /p >

the brand image is established in the heart of < a href= > http://www.91se91.com/news/index_s.asp > consumer > /a > from consumers and brands. Public relations, promotion, television, radio, newspapers, POP, word of mouth, after sale service and so on are the contact points between consumers and brands. The purpose of brand communication is to find contact points - full contact - three-dimensional communication, carefully study and select these contacts, and convey the image of the brand to consumers with the best way of communication. This is the fundamental task of brand communication.

The poor communication between brands and consumers at contact points is the root cause of brand image aging.

contact point is a broad concept, not only refers to the form of media, contact points can also be developed and created, such as the treatment of beriberi medicine on the steps, fire fighting drugs appear in fire hydrants and so on, are innovative points of contact development.

there are mainly several cases of poor communication points:

1: communication reduction.

The brand managers who have such a situation basically have two kinds of mindset: the lack of attention and the reduction of communication budgets.

Many enterprises still have a hard understanding of communication with consumers, and they believe that the only function of advertising is to open up brand awareness. So it can be seen that many brands have disappeared almost after they have invested heavily in advertising and established a certain brand awareness, such as hand fruit and vegetable juice.

Of course, communication is not only confined to the level of advertising, but many enterprises have substantially reduced the cost of hard advertising, but they have invested in other consumer contacts, such as the tobacco industry. On the one hand, they are rigid restrictions on advertising regulations. On the other hand, managers have more and more reason to recognize the role of advertising, and advocate "communication and interaction" with consumers, so that consumers can participate in brand experience and brand movement. This is an active and more active way of communication.

If SEVENMILD is sponsoring cross-country race, it is also a pleasure to watch the game even under the blue sky and white clouds and the green hills and green waters. Moreover, the sponsorship activities are exactly the same as the brand spirit of SEVENMILD, which is "pure feeling".

Second: products are single and obsolete.

The innovation of the product includes two parts: the core part and the outer part. The core is the function and quality of the product, the periphery is the packaging of the product and so on.

But over the years, a single product structure and promotion method has led to the impression of "bureaucratic, mechanical and monotonous". Many years ago, the popular dance music, because of its low product quality and single structure, can only remain in the memory of history. The contribution of packaging to the brand is sometimes enormous. Pepsi Cola has made great success by constantly adjusting its packaging. From the earliest 12 ounces of capacity loaded to Coca-Cola, the main tone of the brand packaging has been unified to blue, and constantly adjusted and adjusted. It not only kept the brand new image of Pepsi "new generation", but also greatly promoted the sales of products, and won the hearts of the vast majority of young people! what is the brand image of P's sub brand, Santana, though it also launched Santana 2000?

in addition, there is a danger that only one product under the brand will be "one will lose and the whole army will be annihilated".

Third: promotion execution is out of date.

There are two kinds of situations in brand promotion: lack of performance and execution fatigue.

Brand does not exist in a static time capsule. It always adjusts along with the market, consumers and competitors. Due to the different industries, the frequency and time of adjustment will be very different. The general industry will adjust the brand strategy for about 2-3 years, but there are some industries, such as liquor, which must adjust the brand strategy every year because the change is too fast and the competition is too fierce.

The fatigue of execution will also affect the brand image. "The spirit of new era", "high quality enjoyment", "leap the new century", "the gospel of * * *" and so on are not uncommon. Too much, too much old language is often the cause of creating bad brand image.

Fourth: the brand is not well expressed.

Many of them are caused by cultural differences between corporate culture and consumer demand.

GE was once neglected by consumers because they were too strict and stubborn.

What kind of impression does the corporate brand like China Telecom and ICBC bring to people? Bureaucracy, machinery, inefficiency and indifference. Even if ICBC asks you to "bank around you", you still feel that banks around you are not convenient at all. If you want to say so, you have to do so. The brand idea comes from the brand itself, and adds points to the brand. If the brand expression and behavior are out of line, it will only make the brand image worse.

looking for the source of brand youth: /p >

in brand image renewal, it can be divided into two brand types, one is the brand concerned with consumers, such as Wahaha, and real silk. These brands must emphasize young, must be attractive to young people, outdated is fatal injury, and the other is high-tech and durable consumer goods brands. Most of these brands take technology as the core competitiveness, such as Lenovo, Changhong and so on. Most of them will appeal to high-tech and product advantages, and lack of emotional factors, which will also be perceived by consumers as lack of affinity and slow response.

to change the brand image of aging, the following methods can be adopted: /p >

First: create symbols to renew brand image.

Symbols can be divided into intrinsic symbols and extra symbols.

Such as packaging color, shape, LOGO and so on are brand born symbols, which can affect consumers' cognition of brands through adjustment and change. For example, the new logo of the Hongta mountain concept has won the favor of many consumers.

Wall's (Wall`s) belongs to the ice cream brand of Unilever group, which has a market share of 36%. However, wall's has found that although wall's's old logo (red Wall`s) has a higher knowledge level, wall's believes that wall's brand lacks human touch, is too cold and not fashionable, and is not enough to express the relationship between brands and consumers. Therefore, the logo is adjusted to "double hearts" with red and yellow collocation. Warm colors give people a warm and cordial feeling, which makes consumers feel that the ice cream eaten is cold, while the heart is hot, and the logo is more modern, which is consistent with the majority of consumers.

extra symbols can be divided into words and words, .

"P" > air conditioner 96 years ago, although it was well sold, it was still not a strong brand. After the survey, it found that there was a lack of affinity between the United States and the United States. Moreover, consumers did not recognize the professionalism of the United States. So the United States created a high-tech bear with the beauty of the description and the products of the Xiong family, which was adorable and adorable. After 99 years of pmission, the United States jumped to the top three in the air conditioner, and completely changed the image of the United States, becoming the most abundant and humanized air conditioner brand in the minds of consumers.

the success stories in another area are Lenovo. In the early advertisements of Lenovo, no one has ever appeared. All the models are used by experts or middle-aged people. In order to change this situation, Lenovo actively develops new products. On the other hand, it implements the strategy of endorsement, brings up figures in consumer propaganda, and invites Zhang Ziyi to bring words to encourage young people to buy. Now there is a younger F4 joining. Lenovo has become a fashion brand that advocates technology and has strong affinity.

Second: change location, update image.

Consistent positioning will bring the accumulation effect to the brand, but if a positioning can not adapt to the times or the market, it should make corresponding adjustments.

There are two ways to change positioning: pfer positioning and expand positioning.

Marlboro was originally PhilipMorris "a href=" http://www.91se91.com/news/index_c.asp ">" /a "> aimed at the" lost generation "launched specifically for women's cigarettes, the original slogan is even" cherry red mouthpiece with red lips ", but sales are not as good as expected. In 1954, Leo Burnett made a survey and found that the female market was not as big as imagined, so the image of the classic Marlboro cowboy image was rebuilt, that year sales increased by 3 times, and became the second largest cigarette brand in the United States, which is the great achievement of brand positioning shift!

Johnson moisturizer is originally a product specially designed for infants. In order to expand the use of products, Johnson has positioned the brand as "you can have baby skin" and positioned the target group as those who dream of having babies' skin, mainly female adults. The market has proved that the strategy adjustment is very successful. At present, Johnson products have very loyal users in adults, and Shu Fu Jia has asked children to "effectively remove Ascaris eggs" for children, so as to expand consumers' awareness of the brand's "removal of bacteria".

Third: promote the image of new products.

Product is the specific form of communication between brand and consumer, and it is the brand image that can give consumers the most direct impression.

Brand can maintain a good brand image by constantly introducing new products.

There are two forms of new products: new products with improved function of original products and brand new products.

"P > Shanghai Jahwa is an old state-owned brand. It has been unable to communicate with consumers for many years. Liushen bath liquid inherits some primary impressions left by Shanghai Jahwa to consumers, such as family, family ties, affinity, etc., with a pair of mothers and daughters to deduce the brand proposition of" cool, refreshing and comfortable family sharing ", emphasizing the brand's sense of the times and fashion, and reversing the impression that Shanghai Jahwa is outdated in people's mind through the adjustment of packaging.

By P, Volkswagen also changed the consumer's impression of public car bureaucrats and official cars through the fashion and avant-garde performance through its "silver bullet" beetle vehicle. "Think or small good" made Volkswagen suddenly become the ideal brand of modern young people.

Fourth: update the image by spreading slogans.

A slogan represents a brand's proposition, and can even become a spiritual symbol and cultural symbol of an era. For example, "pigments and pigments have two brushes", "we have been working hard", "Nestle coffee is delicious," and so on.

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GE has always emphasized its high technology before P. Before 70s, people thought GE was a technology research organization and lacked affinity with life. In order to reverse this image, GE continuously carried out the promotion activities based on "technology brings better life", "for people to pursue progress" and "we bring good things to life". Technology is not GE purpose, it brings people better life. In the minds of consumers, GE has become a brand that cares about life, cordial and easy-going, and striving for excellence in technology.

"P" Pepsi also passed the Pepsi new generation communication strategy in 60 and 70s, and once overtook Coca-Cola!

fifth: update the image by changing the brand name.

Sometimes an old brand name is very stubborn to consumers, and even difficult to change other ways, so that we can consider changing the brand name to pform the brand image.

Haier (Haier) is a well-known brand that is simple, striking, easy to read and easy to remember. But the earliest it was called "Qin Dao Liebherr", the name was too long to memorize, so the method of gradual disconnection was finally identified as "Haier". Although it had no special meaning, it was easy to remember, and the name of Haier also passed the world. This name is also important for the success of the brand.

P, one of the largest express companies in the world, the Federal Express, the Federal in the name FederalExpress, appears to be somewhat militaristic and government flavour. It may even be confused with the US postal service express. Therefore, the name is adjusted to FedEx, which is more streamlined and contemporary, and more acceptable to the public. It also has the global leadership style.

Motorola has always been less concerned about young people because of the deviation of the positioning crowd. The global brand image seems to be aging and gradually losing vitality. So the strategy of "MOTO wholeheartedly for you" arises at the historic moment. The name MOTO is more natural and relaxed than Motorola, which is more in line with the mentality of the young people and is more conducive to the spread.

sixth: promote image through integration.

In fact, the renewal of brand image will be an integrated promotion, but the emphasis of promotion will be different.

The bad reputation of IBM in P > 90s has led to its declining reputation. It is regarded as an old, arrogant, indifferent and hopeless tail after a new generation of high-tech companies. However, no brand can have global advantages in land resources, talents and channels, just like IBM. It must convey a completely different IBM, "the solution of small planets", talk about IBM in a warm and emotional way, and emphasize that IBM has the global product and service guarantee. From then on, IBM becomes a person, a humorous, kindly, smiling soul person!

we know that brand is only consistent in order to seek long-term stable development, but it is not stick to the rules and immutable. Brand management needs to be combined with invariance, reservations and abandonment, and advocates "sublation". This is the application of philosophical dialectics in < a href= "http:// www.91se91.com/news/index_f.asp" > brand < /a > management.

"Continuous innovation in development" is the secret recipe to maintain brand youthful forever!