Good Brands Of Textile And Clothing Are Better Than Good Ones.

Here world

The little editor of the net introduces Ai Chis: good brand is better than good product.

There is no such thing as "facts" in the world.

The fact that people think is only their own perception.

There is no so-called better product in the world, but some consumers perceive a product better, which is what consumers think of "the right facts".

In the field of marketing, there has been a two school faction, the product school and the brand school. The struggle between the two universities has never stopped.

The people of the product school believe that the ultimate winner of every marketing campaign must belong to those better products.

From this analogy, a conclusion reached by the product school is that a company's marketing plan focuses on highlighting the characteristics and advantages of its products and making it stand out from a crowd of competitors.

In fact, almost every young person in marketing has a tendency to join this camp.

At least when I was young.

Because the product school's reasons are very good: a very simple reason -- the product school's viewpoint confirms everyone's facts.

Who is the best functional drink?

The answer is no doubt Red Bull.

Who is the best coffee? Starbucks, of course.

Who is the best smartphone? The answer is obviously iPhone.

Therefore, according to the product school's point of view, if you want to become a market leader like red bull, Starbucks and iPhone, you need to develop and produce better products or services, and hire the best advertising agency to convey product information to consumers, which shows that your products are better than those of other brands.

Since the product school is well founded, why do people still believe that good brands are better than good products? The key to the problem lies in the perception of consumers.

In fact, there is no such thing as "facts" in the world.

The fact that people think is only their own perception.

There is no so-called better product in the world, but some consumers perceive a product better, which is what consumers think of "the right facts".

For example, the grass we usually see is not green, and the sky is not what we think is blue.

Because there is no color in nature.

The so-called color is only a certain wavelength of light entering the human eye after reflected by the grass, the sky and the heavy snow, and a perception formed in people's mind.

Perception is very stable.

There is no doubt that in the minds of consumers, Red Bull has become the best functional drink, Starbucks is the best coffee and iPhone is the best smartphone perception.

What do we not know about perception?

Perception is not easy to change. Once a person has a strong perception of a brand, this perception will not be changed easily.

It is not impossible to make coffee that tastes better than Starbucks.

But it is not so simple to create a better perception than Starbucks in the minds of consumers.

In fact, this is almost impossible, unless Starbucks is going to do something stupid.

Remember, perception is not easy to change.

Just imagine, when was the last time you changed your mind? How many Democrats switched to the Republican Party within a week? The answer is obvious.

Timing is important.

The product school usually does not consider the best time to launch the brand.

They will think that in order to have more time to develop better products, even postponing the release of brands will not matter.

But brands do not think so.

Because perception is not easy to change, it is essential for the brand to catch up with the competitors before grabbing the minds of the consumers and giving consumers the first impression of the brand.

This is why a leading brand in an industry is usually the first to enter the industry.

The motto of the brand school is that its products are better than brands.

Differentiation

But in fact, only a small number of brands can seize the opportunity. Is there any chance to replace the industry leader for those backward brands? The answer of the brand school is: differentiation.

The American Car Rental Inc Enterprise Rent-A-Car may not be better than the other car rental company Hertz, but it's absolutely different.

The vast majority of car rental companies, such as Hertz, Avis, National and so on, will place the car rental counter at the airport terminal when they choose the location, but Enterprise Rent-A-Car has chosen another way to choose the address in the suburbs.

Until now, Enterprise has surpassed Hertz to become the largest car rental company in the United States.

The motto of the brand school is that it is better to be different than its product.

Unless you are already the boss of an industry, you may not be able to buy your product, but consumers may not buy it.

But if you are already the leader of the industry, you don't have to blow your own horn, because consumers will naturally think that the market leader is the best product.

Even if you are already second or third of the industry, you say you are the best, and it is not believable.

If a brand is really as good as what it says, consumers will ask themselves, why are you not the market leader? Because everyone knows that better products will win the market.

In fact, all consumers belong to the product school.

Many people will say that brands do not have any influence on them when they buy products.

The only thing they care about is the quality of the product.

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After a long time, consumers' perception is further strengthened, and it is becoming more and more difficult for a backward brand to catch up with the leading brands.

Taking touchscreen smart phones as an example, there is no doubt that Apple's iPhone is the market leader in touchscreen smart phones, and has been leading the market in the United States.

Samsung has entered the field very early, and now it has become the second industry.

At this time, Amazon will launch its Fire smart phone, no matter how good its product is, it will not lift much of the storm in the industry.

So why is Amazon Fire smart phone advertising in full swing, potential consumers are indifferent? Because their minds have long been dominated by two big brands, Apple's iPhone and Samsung.

Robert Galbraith vs.J.K. Rowling

When we talk about J.K. Rowling, we all know.

She was the first writer to rank among the billionaires by writing books. Her "Harry Porter" series of magic novels has been plated into 55 languages, and its total sales volume exceeds 450 million in 200 countries and regions around the world.

But when J.K. Rowling wrote a new book, TheCuckoo's Calling, and published it in the name of Robert Galbraith in 2012, what happened?

Despite the constant acclaim of the book, the occasional vacancy has been sold for less than 1000 copies.

But when the news came out, the incidental gap was actually written by J.K. Rowling, author of Harry Porter, which soon came to the top of the bestseller list.

A few months later, the "accidental vacancy" sold 1 million 100 thousand copies.

Which is more important, the book itself and the author? Which is more important, product or brand?

Speaking of which school do you belong to?

According to historical experience, I believe this article will not change your attitude, because people's perception is usually not easy to change once it is formed.

Ai Chis is famous.

Strategist, one of the founders of "positioning theory"