How To Extract Brand Core Value?

< p > brand core value is the most important asset of a brand. It is the most important association of consumers to brand attributes and interests. It generalizes the 3-5 most important characteristics of a brand, usually it is the brand specificity that consumers first think of when it comes to a brand. For example, when it comes to BMW, people first think of "driving pleasure". When it comes to Volvo, the first thing to think is safety. Core value is the most important force to drive consumers to love a brand. Therefore, all brand marketing activities of enterprises should focus on core values. But where does the core value come from? What is it made of? How to extract it? What's the function and how to apply it? < /p >
< p > strong > 1. Where does the brand core value come from? What constitutes? < /strong > < /p >
< p > brand > a href= "http:// www.91se91.com/news/index_c.asp" > core value < /a > is essentially a brand association of consumers, that is, when it comes to a brand, what is the first thing and image in the minds of consumers? For example, when we mention Nike brand, we first think of top sports stars such as Jordan, Woods and Agassi. These attributes can be categorized as "top stars". Besides, we may also think of the characteristics of sports attributes, including sports shoes, sportswear, sports equipment, sports stars, and so on. Comfort attributes include the comfort brought by product quality and the comfort Association brought by brands. < /p >
< p > core value mainly includes functional value, emotional value and experiential value. Functional value is a function attribute that is inherent as a brand and as a fact. < a href= "http:// www.91se91.com/news/index_c.asp" > emotional value < /a > is the emotional satisfaction that consumers acquire during the process of buying and using a brand. Experiential value is the unique impression of a consumer in the consumer's mind, which marks the consumer's life style and personal values. For example, the core value of OLAY's brand is "the beauty from inside to outside, which achieves the perfect life of women". This is the core value of OLAY. This core value is expressed by the consumer's language from the beginning of the experience of OLAY's experiential value. The experiential value is extracted from the emotional value of consumers: whitening and freshening, and the functional value of OLAY contains whitening and anti-aging function, which supports the "surprise from the skin" started by OLAY. < /p >
< p > < strong > two, how to abstract < a href= "http:// www.91se91.com/news/index_c.asp" > brand < /a > core value < /strong > /p >
< p > enterprises often need to refine the brand core value in the process of brand strategic planning, then plan the brand positioning and recognition system on the basis of the core value of the brand, pass the brand core value to consumers through brand communication, form the resonance of consumers, and become the brand mark of the consumers. The core value of a brand derives from the brand association of consumers. Therefore, refining the brand core value first asks the consumers' Association and expectation of the brand. Accurate inquiry into the consumers' hearts and pursuit of brand interests is the premise of accurately refining the core value. In addition, brand core value needs to be distinguished from competitors. It is a unique and differentiated brand asset. Therefore, brand core value needs to reflect consumers' differences in brand competition. At the same time, core value can not be arbitrary layout of a castle in the air, it is a functional value support that needs to be a fact. Therefore, refining the core value of a brand needs to consider the resources and capabilities of the enterprise itself, while taking into account the expectations of the employees in the enterprise on the brand of the enterprise. < /p >
< p > there are some basic principles for refining the core value of the brand. One is the highly differentiated and distinctive personality; the two is that the core value of the brand should have broad tolerance and expansion; the three is that the core value of the brand should be infectious and arouse the resonance of the main stakeholders; four, the high brand premium capability is needed; and the five is the commitment of the enterprise resource capability to achieve all knowledge. < /p >
< p > < strong > three, what is the role of brand core value and how to apply it? < /strong > /p >
< p > (1) brand core value is the basis of brand positioning < /p >
< p > brand positioning is the unique value position of an enterprise in designing its products and services and in the minds of its target customers. From the perspective of brand association and competitive brand differences, brand value is the basis of brand positioning. Positioning needs to start from the value. Brand positioning can be summed up in a few words or a paragraph to illustrate the ideal core value of the brand that should be recognized by consumers. < /p >
< p > (two) brand core value is the core of brand identification < /p >
< p > brand recognition refers to the "symbolic" brand association that can be moved from the definition of products, enterprises, people, symbols and so on, which can impress consumers and distinguish from competitors. "Symbolization" illustrates the identifiability and visualization of brand recognition, and visualize and identify the abstract meaning of brand core value. Brand core value is the core of brand identification. < /p >
< p > (three) brand core value is the core of brand promotion < /p >
< p > a strong brand often has a brand slogan familiar to consumers, such as BMW's "driving fun", Goldlion's "charming man", Disney's "fun family entertainment" and "soft". These brand slogans are brand motto which reflects the spirit of brand positioning and brand positioning. The core of brand promotion is that brand core value is the core of brand promotion. Moreover, sticking to the core value of the brand as the core of the promotion can bring huge rewards to the enterprise and build a strong and unique brand image. For example, SONY's color TV has been focusing on the core value of imaging technology. In early 90s, SONY promoted the "single gun electron beam". In the middle of 90s, it mainly publicized the "TLI lung tube". In the past few years, it publicized "Gui Xiang color TV (more advanced TL)", the latest "four speed drive technology", and the four speed drive technology is mainly giving the SONY color TV smooth motion picture performance, the core is the imaging technology. SONY now has a leading position in the LCD HD field. < /p >