How Does The Clothing Brand Become The Favorite Of Consumers In The Internet Era?

Here world Clothing and shoes The Xiaobian of the network gives you an introduction to how consumers understand the meaning and value of brand under the Internet.

With the rapid development of Internet and mobile internet marketing, in the past, the era of large numbers of advertisements affecting consumers has become a thing of the past. Nowadays people do not watch TV, newspaper or magazine advertisements, but watch mobile phones and social networks. People are more likely to believe in a big V or their friends in the community. Therefore, it is more and more important for consumers to understand the meaning and value of brand under the Internet. What is the meaning of brand under the Internet? What is the value or role of a brand? How can it be molded? Maybe these problems will have different answers due to different experience, culture and value orientation. But one thing is common, that is, everyone's choice of brand will be influenced by deep expectations.

When consumers choose a brand, there are not many reasons for it. It is often a kind of intuition or perception. Although there may be some rational considerations for a consumer to recognize a brand, it is often a small factor in a moment's decision that makes the decision to buy. But this feeling has been accumulated for a long time. It is based on their experience, information sources, culture and social class factors. Through a little accumulation of brand awareness, it finally forms a comprehensive image, which plays a key role in brand selection.

The brand psychology of consumers is achieved through cognition of products or services. If the commodity is like a circle, the consumer is also a circle. The brand is the place where the two circles intersecting. The more the cross places, the higher the degree of consumer acceptance of the brand. The higher the consumer's selectivity and loyalty to the brand, if the two circles are completely duplicated, the brand will become the expression of the consumer's self and life style, that is to say, the brand will become an indispensable part of the consumer's life.

　　 Consumer The recognition of brand is actually brand meaning and value. For example, K.L.Keler, a famous American brand theory expert, believes that brand meaning and value are the results of consumers' cognition of brands and are reflected by brand associations stored in memory. Another famous American brand expert, D.Aaker, believes that brand meaning and value are a series of associations organized by consumers in their minds according to certain purposes.

The traditional brand positioning theory is concerned with the form of brand language, and the best way to enter the minds of consumers under the Internet is not to rely on language but to use vision. The Internet era greatly simplifies visual output, especially video generation. At the same time, it is changing the way a company builds its brand in the minds of consumers. In the Internet era, the generation and dissemination of visual images become simpler and cheaper. We know that in the industrial age, it takes decades to build a brand. In the Internet age, a new brand can be successful in a short time. Social media in this area is especially important for consumers to understand brand value and choose brands.

Of course, the advent of the Internet or mobile Internet era has had a tremendous impact on the way the information is produced and disseminate, and the purchasing behavior of channels and consumers has also undergone great changes, but it has never changed the mental model of consumers. The "first law" in mental models continues to be effective. Looking at the information on the Internet today, it is easy to use "the strongest in history." Such a title. 40 years ago, the mind could not remember the second highest peaks in the world.

The brand meaning and value of consumer cognition are also affected by various factors in the process of brand communication, such as product quality, packaging, product use experience, visual color, logo, media advertising, voice, store image, etc. In every aspect of brand meaning construction, it will affect the brand feeling of consumers. So how to combine and play the role of various elements in the process of brand communication under the Internet is still very important.

Brand is the mark of product recognition, that is to say, brand reflects the identity of consumers, consumers of different classes and consumers of different personalities may use different brands. Behind every brand, there will be a group of consumers with common characteristics. This group of people has common consumption habits, cultural psychology, aesthetic taste and so on. They are in the same social class and share the same emotions. It can be said that a brand belongs to a certain group of people, to understand some people's identity, just look at the brand they use.

The birth of a brand is a systematic project. Specifically, from the research of market demand, product concept, product positioning, product development, product material, product technology, product naming, product packaging, product promotion and so on, every link needs careful planning and operation. In a sense, it is a matter of rich people to play with the brand. Only when the income of the consumers increases, from the pursuit of the utilitarian pursuit of survival to the value pursuit of quality and sensibility, can brand consumption become possible. That is why consumers in developed and medium-sized cities are more brand conscious than those in backward rural areas.

From the perspective of brand and consumer, use brand Commodities are also an investment for consumers themselves, and consumer brands are an affirmation of themselves and an increase in self confidence. The promotion of self-confidence will be accompanied by greater success in life. This investment is extremely valuable and necessary. For some consumers, conditional consumption of high quality brands means a kind of life achievement. It will bring you a better feeling and let people get better.