How To Build Brand Attention Based On The Psychological Characteristics Of Consumers?

Today's

It is an age of "emotion" and "experience" that spawned "glamour products".

The consumer is not a God, not a fool, but a person with genuine feelings and longing for himself.

How to build a warm and attractive brand according to the psychological characteristics of consumers is the most noteworthy event in the industry. It can be started from the following three aspects.

One is to consumers.

Subjective pformation of impressions.

In the face of complicated

Especially in the consumer context, consumers are more inclined to the cognitive way of the economy, paying the greatest amount of information with minimal cognitive resources.

For example, categorizing and remembering brand personality is one of the shortcuts, that is, to generalize a brand with some adjectives. The brand can be p regional, but only with similar brand personality, it can be aggregated together.

For example, Pepsi, M-zone, i-Pod and NIKE are divided into young, dynamic, explorer and fun. Nestle, IKEA and OLAY are included in the warm and caring category.

The direct consequence of economic cognitive style is polarization and integration, that is, a brand represents only one brand personality, and in the process of processing, it shields information which is contrary to the established personality, and consummate and fill in the missing information.

Perhaps Pepsi only said: the younger generation likes to drink, but in the eyes of consumers, it endows all the 80 and 90's characteristics of Pepsi. Maybe BMW will become the first choice for young and successful people. As a result, all the young successful people are endowed with BMW.

All these benefits the brand by strengthening the brand's unique and distinctive personality. The danger lies in opening one door while closing all the windows.

The two is to let the symbolic meaning of the brand dominate the choice of consumers.

In essence, businesses and consumers are totally win win relations. They are not fighting against the precise strike or the advantage bombing.

Even if tens of thousands of people buy a LV bag and spend hundreds of times on Starbucks only for a cup of coffee, consumers will not gain economic value or functional interest, but the psychological satisfaction of brand symbolism.

The fundamental difference between the brand and the product is that the former satisfies the consumer's psychological needs with a unique personality, so as to establish an emotional connection with the consumer and meet the needs of the consumer's self image promotion.

The three is to reduce prejudice and maintain consumer loyalty.

Before the formation of brand attitude, if the information is missing and the objective environment is misled, consumers who are accustomed to generalizing the processing brand are likely to be prejudiced against the brand.

The new listing of coke is reminiscent of fenhuang, Tianfu, Shaolin and so on. Similarly, even if the best quality and inexpensive products are broadcast directly through TV, the effect will be greatly reduced after Lai's total play. Before we can have prejudice, we should know what to avoid and what to focus on.

The strengthening of positive attitude has made brand loyalty. When some people still believe that brand loyalty has vanished due to the acceleration of small brand selection, Neville DELL has claimed that nearly 70% of Coca-Cola's global sales in 2007 were driven by brand loyalty.

Severe loyalty is the biggest source of profit for enterprises, while moderate loyalists are free among several brands, while those who frequently convert their brands may have a larger proportion, but their contribution to corporate profits is minimal. Therefore, maintaining stability of the core target group is the top priority.

To sum up, it is very important to create a warm brand.

First, in the creative level, we need to make the brand personality distinct, and we can lose a little or set up a contact point, but we should leave room for aftertaste.

Such as BMW's series of advertisements, whether love theme, tender theme, quality theme, safety theme, in the last 3-5 seconds, when logo appears, there will be a steady, deep and empty bell.

Only the brand personality formed by the two sides is more appealing.

The key is to grasp the blank or touch points, such as sound as a contact point, Sprite in the summer, and voice through the throat to give consumers full imagination.

To arouse the consumer's emotion, we should express the ideal self.

This reality has been successfully applied to the successful brand application. The skin of OLAY's model is always white and tender, and BMW's riders are always in the same boat. Once again, the "group fickle" is used cautiously, the brands with similar personality and similar strength can really reinforce each other, but it is also one of the glory and glory, and all of them are damaged. Once KFC came out of Sudan red, the brand preference for the same period also dropped by 12%.

Combined with the characteristics of consumers' cognition of brands, making more efforts in creativity is the basis for close contact with consumers.

Second, the appropriate distance between media delivery will be more beautiful.

According to the online survey of China Youth Daily, 73.9% of people hate the advertisement because it is "pervasive, people have to passively accept information", 71.7% of people think it "plays too frequently, affects other information", and another 66.6% think that advertising is rampant and disturbs people's normal life.

This is the result of precision strikes and even bombardment. Proudly printed on the subway door, "still want to squeeze? Buy a car", which results in public repugnant disgust, which contains discrimination against the public and runs counter to the concept of environmental protection.

Therefore, we should go beyond the demands of positioning, strike, high-dose delivery and bombing. We should respect consumers more, increase the audience's choice and control of news, and guide audiences to get information through interactive networks such as the Internet.

Imagine a beautiful, humorous, interesting scene or ethereal, relaxing and elegant music in the "five slices of the top," "wash more healthily", "send your grandmother to send your aunt to your uncle".

{page_break}

Third, the use of public opinion and the design of terminal.

The media is not only a carrier, but also the use of media for brand building. At the same time, it is necessary to clarify false or even distorted reports.

When Starbucks entered the movie industry, when the placement of ads became more popular, when the placement of scene props, white implantation, plot implantation, and shooting skills were applied skillfully, public opinion became more and more talked about.

As a result, popularity increased, and the intimate psychological connections in the wonderful art trip were also established.

In terminal selling skills, it is also necessary to contact consumers' perception habits on the spot, such as a brand store selling casual clothes in the best location, and look at the "jumping price" and "big sale" around them. The price promotion is like drugs. The next time we want the same effect, we must have a bigger dose, and the fact is that Wang Ding will not flourish.

However, the store did not take advantage of the way to promote sales. Instead, the store was designed as a shopping mall. The whole store was divided into five main themes: sports, cowboys, fashion, lovers and leisure. They designed different game promotions, flying markers, dice, rings, sweepstakes, etc. the prizes included lovers' group photo, brand mascot, endorser posters, mobile phone pendants and so on, so that consumers enjoyed their sales and sales increased naturally.

Daily sales exceed 40 thousand, while total activity investment is only 30 thousand.

Increasing brand experience is also an effective way to attract consumers.

One of the experience marketing is to create customer satisfaction value, the two is to do a good job of customer database processing to adapt to 1 to 1 personalized marketing.

Marketing practice shows that a good brand experience (or a bad brand experience) is much more powerful than a positive or negative brand image.

Whether a product has market competitiveness, apart from its obvious difference with its competitors, it also needs some unique value recognized by customers.

For example, a cosmetics marketing has touched many fans' hearts through the theme of "finding the most beautiful smile in the country".

Nowadays, enterprises attach great importance to the construction of customer database, and enterprises can create new value by understanding the changing needs of customers.

On the basis of the database, it subdivides the intrinsic buyers and potential purchasers in the database, then carries on the information analysis, clearly defines the best time to communicate with them, so as to subdivide the existing customer groups, and learn to identify which factors can support the customers to maintain the original status or change the buying behavior.

Let the consumer fall in love with your brand, we must learn to close the psychological distance with consumers in the name of warmth.

Let consumers take the initiative to accept the brand, rather than just passively receive the brand information, so that the brand and consumers are seamlessly butted, rather than trying to occupy them, so that consumers can receive information in a relaxed state, rather than the inflexible and inflexible instillation.