A Little Woman On "Brand Culture And Brand Strategy"

　　 "Further discussion on brand culture and brand strategy positioning"

Author: Chairman of the small woman enterprise: Xu Ting yuan

Core positioning: brand culture positioning is based on the establishment of a clear brand positioning, on the basis of brand positioning, the use of various internal and external channels to form a high degree of recognition of the audience's brand spirit, thus forming a cultural atmosphere, forming a strong customer loyalty through this cultural atmosphere. This article discusses the importance of brand culture positioning and the implementation of brand culture positioning strategy.

At this stage, many management experts or advertising planners regard brand as the core factor of survival and development. However, with the increasing popularity of international and local brand marketing, coupled with local brand price war and other comprehensive factors, what consumers often do in China is to abandon one brand and turn to another brand. In the competition of Chinese market, the loyalty of consumers to many brands has not really formed. Therefore, any effort to promote the brand is very likely to establish prestige for themselves, win public trust and stand out from competition.

How to make consumers loyal to the brand and how to make the brand sublime to consumers is a belief that guides the needs of consumers. This is the ultimate mission of every brand. Therefore, this article advocates the understanding of brand from a strategic perspective, taking brand culture as the entry point of brand strategy, and building a brand from the perspective of macro culture from the perspective of high-end brand understanding. This is the inevitable way for a great brand to grow and succeed. To create a strong brand culture, the most important thing is to locate the brand culture. This is the core of every brand strategy. Though not all the construction of the ultimate brand culture is conscious of brand culture orientation from the beginning, but in the process of implementation, it has noticed the problem of brand culture positioning and solved it reasonably and successfully.

　　 Importance of brand culture orientation

The so-called brand culture positioning refers to the injection of a certain cultural connotation into the brand to form cultural brand differences. Its importance lies in the following aspects: improving the brand's taste.

Brand positioning not only enhances brand taste, but also makes brand image unique. By conveying cultural values, moral cultivation, literature, content and so on, it can inspire associations, guide vision, establish mental models, balance aesthetic feeling and so on, form certain taste, become a symbol of consumers' cultural taste at a certain level, so as to get consumers' recognition, so that they can get emotional and rational satisfaction. Such as Rolls-Royce positioning "Royal aristocratic rides"; Goldlion stands for "charming men"; SONY "never follow the footsteps of others, catch up with others and create a new field that no one is interested in", and become a world-famous "pioneer of innovation".

　　 Improve brand value, maintain and expand market share.

Emotion is the link to maintain brand loyalty. If a brand can not arouse the emotional resonance of consumers deeply, it will be difficult for consumers to win the trust of consumers. By enhancing the brand culture implication, we should cultivate consumers' brand sentiment by emotional marketing, so that consumers will have a special liking for corporate brand, and enhance the brand's human creativity and aesthetic characteristics. The mind arouses consumers' associations and emotional resonance, thereby arousing interest and promoting purchase.

　　 Make brand image get consumers' recognition and loyalty.

Grove, former president of Intel, once said: "the whole world will fight for the eye, and whoever can attract more attention will become the master of twenty-first Century." Products that are unable to attract attention will not be able to withstand the stormy waves of the market and are doomed to lose in competition. Only a unique and personalized brand culture positioning will be different from similar products, which can arouse consumers' curiosity.

"Behind the brand is culture", "culture is tomorrow". Different brands adhere to different specific cultures, and enterprises should pay attention to and use their cultural orientation.

　　 Brand culture positioning strategy

Many entrepreneurs and experts have discussed many aspects about how to carry out the brand culture orientation. But according to the author's view, the core is the following four points:

　　 Focus on the core value of brand culture

The main misunderstanding of brand strategy is that the value activities of enterprises do not focus on a core. The core value of brand culture is the main part of brand equity. It should help consumers identify and remember brand interests and personality, and get consumers' approval, love and affection. If it is also a shower gel and Canon, "effective bacteria removal", the value of six spirits represents "herbal essence, cool and best use in summer". It is also a famous car, BMW is "driving fun" and Volvo is positioned in "safety". Because of their clear core values and personalities, these gold signboards have built up their own fixed consumer groups and occupy the highest share in their respective districts. The consumer also has a good association with the brand because of its recognition of the core value and loyalty to the brand.

Positioning and fully maintaining and promoting the core value of brand culture has become the consensus of international first-class brands, and is the secret to create the golden signboard of the century. The influence of core value on brand is just like the influence of genes on human beings. The difference between human and gorilla genes is only 1%, but this is because of 1% differences. It can be seen that if there is no clear positioning of the brand's core value, a brand can not grow into a strong brand. If the core value is inferior to the competitive brand, the profitability of the brand may be hundreds or thousands of times.

　　 Personalized positioning

Larry Light, a famous brand strategist, said: "the main focus of the brand information should be on the difference, rather than on how cheap the brand is," Riley said. As the saying goes, if you want to win the favor of all, then you can only end up being isolated from each other. The culture of being too broad and abstract and mediocre is no culture. Only the unique and ingenious brand culture can be deeply rooted in the hearts of the people. Such as "seven wolves" has become the pursuit of achievement, courage and challenge, the age of 30 to 40 years old men as the main target consumer group of men's fine image, this personality highlights the male spirit of the brand culture, so that the seven wolf brand with its profound cultural quality, has achieved the male group consumer life spokesman status. Through the accurate grasp of the male spirit, the seven wolves company integrated the clothing, liquor, tea products and other industries in the "male culture", and around this brand culture, developed and positioned all kinds of products; clothing self confidence, heavy weight; liquor - chic, bold and unrestrained; tea products - quiet and reverie. The phenomenon of integrating all the main character traits of men into the various industries involved is very rare in Chinese enterprises, thus forming great competitiveness.

Successful brand culture positioning is to show its individuality. The purpose of attracting consumers is to determine the unique image of a brand by shaping the brand personality.

　　 Resonating with target consumers

The recognition and resonance of consumers is the key to product sales. Positioning needs to grasp consumers' purchase psychology and purchase motivation, and stimulate consumers' emotion. The key to success is to be concise, to grasp the main points, not to mention all the advantages of the product, but to point out the difference. Two, it should arouse consumers' sympathy. Positioning should be targeted to target consumers' concerns and their appreciation level. Three, positioning must be felt by consumers. If consumers can not be regarded as a standard for assessing quality, positioning will lose their meaning. Lining successfully created the "Lining" sports brand with the image of Prince of gymnastics. Ma Yun successfully built the Empire of Ali with the legend of "Alibaba". "HUAWEI" created HUAWEI science and technology empire with Chinese success.

The brand culture of any product must be guided by the consumer. It should be based on the way of thinking and psychology that consumers accept information, break through the barriers of information communication and communication, and place the positioning information in the minds of consumers. As the saying goes, "gold cups and silver cups are not as good as word-of-mouth, gold and silver awards, not as praised by ordinary people". The success of cultural positioning of brand management depends on the judgement of the public or target consumers. Only by accurately expressing the culture of consumers' voices can consumers be tempted. Brand culture must come from the call of the consumer and return to the consumer's mind. We must consider the characteristics of the target consumer group and match the needs of the target consumer group. For example, the "quiet bean" brand is to grasp the unique psychological characteristics of children and adults. It is famous for its simple advertisement appeal, "quietly beans, do not eat quietly". Therefore, if an enterprise wants to create a brand, it must target consumers' demand psychology, cultural background, consumption concept, aesthetic value, cultural value and their specific needs, and adapt to its cultural value orientation and aesthetic orientation, so as to successfully locate its target consumers.

　　 Excavating the essence of traditional national culture

Only the national is the world. Such as "Jingtai Lan" and "Remy Martin" in France, carrying the national cultural characteristics; Wuxi's "red bean" clothing brand and Shaoxing's "Xian Heng" Hotel, excavating the precipitation of Chinese culture with the famous works of Cao Zhi and Lu Xun, which are already familiar with and loved by people, and the underwear brand of Taiwan's "Little Women" is ingenious and flexible in the five thousand years' traditional virtues of women. So as to become a household name and familiar. Again, "Jinliufu - the Chinese people's blessing wine", this positioning has raised the brand culture of Jinliufu to the source of a nation's "happiness". For example, Moutai has been built as a high-end liquor because of the preference of the Prime Minister of the Republic of China, Zhou Enlai.

After such a positioning, the cultural connotation of a brand is basically established. As for the ultimate success of a brand culture, different brands have different interpretations, but in any case, the positioning of brand culture is a necessary step for every enterprise to work hard to accomplish.