In the article "Goods Without Brands-Personal Misunderstanding of Brands by China Kung Fu Tea Industry", it is pointed out that different registered trademarks are equal to brands, and only famous brands cannot be called brands. At present, the very popular "Gong * * * brand" in the industry is really just a product (category) title rather than a brand. The misinterpretation of the brand in the industry is far more than these three aspects. Instead of listing brands in a "not what" way, it is better to talk about them from three aspects from the perspective of consumers.
First of all, brand is a kind of trust. When consumers buy products (including services as tangible products), they must first believe that your production, quality and quantity meet the fundamental norms such as national norms or industry norms. If the product can't meet the basic quality specifications, how can consumers buy it? Even if I accidentally bought a different product, it was because of negligence that I wouldn't buy it again. If you don't continue to buy, you may not be able to attract consumers to buy, then there is no brand. For example, when consumers buy a refrigerator, they must first confirm whether the refrigeration function of the refrigerator is up to standard, otherwise they will not buy it; For another example, when consumers buy a car, they must first believe that the safety goal of the car is up to standard, otherwise they will not buy it; In the same way, when consumers buy kungfu tea, they must first believe that the quality and quantity of the kungfu tea you sell can meet the national standards-for example, pesticide residues and heavy metals are not beyond the standard, otherwise they will not buy it.
In this trust relationship, consumers' concern about the physical performance of products is secondary. As consumer enterprises, they need to ensure that they have passed good quality assurance measures, including strict raw material inspection, qualified consumption technology, good consumer site management and qualified storage and transportation, so as to ensure that the quality and quantity of enterprises are qualified. In other words, the brand first needs qualified and high-quality products, and needs qualified and high-quality products to establish a trust relationship with consumers. As a consumer enterprise, we must resolutely establish the principle of honest management. Any deception, mystifying and nonsense can't last long. Any lucky idea and small move may break the trust relationship established by the industry, which will lead to serious consequences. A few years ago, the moon cake incident in Nanjing Guanshengyuan and the quality and quantity of SK ⅱ cosmetics produced by Procter & Gamble clarified this point.
If consumer enterprises apply the trust of consumers and hold the mentality of "buying a nest is better than selling a nest of essence", they may be holding the mentality of "fishing for a handful", which is tantamount to shooting themselves in the foot, eating the food of future generations and isolating their ancestors. The great price difference between the famous and excellent kungfu tea from China and the similar famous and excellent kungfu tea from other countries, the upsurge of Pu 'er Kung Fu tea in recent years and the fact that Pu 'er Kung Fu tea is "old in art" have questioned and tortured some people's conscience in practice. If you can't really be artistic and sincere, if you can't strictly guarantee the quality, if you can't really respect and guarantee the interests of consumers, then don't talk about building a brand. Secondly, brand is a kind of difference. Nowadays, social art has entered an era of material richness.
. When you walk into any large supermarket or department store, beautiful goods always dazzle you. Qualified production, quality and quantity are only the conditions for consumers to buy, but when you are faced with so many qualified products, how should consumers choose? At this time, which product or products can stand out from a pile of products, which product or products can become consumers' preferred choice when buying. To stand out from a bunch of products means to be different. These differences can include but are not limited to the following three aspects:
First, the differences in product appearance, packaging and price. For example, the product price is low. For some consumers who are absolutely sensitive to price, it is cost-effective. This low price can often come from large consumption and large circulation on the basis of economies of scale. Sometimes, the high price of products will become an indicator or a boasting parameter, thus making a difference. For example, consumers buy Rolex watches, not only for timing, but also to show their identity.
Second, the differences in product functions. For another example, a bunch of refrigerators with little difference are put together, and one is called "the most energy-saving", which makes a difference; When a bunch of air conditioners with little difference are put together, and one of them is called "the quietest", this brand of air conditioner constitutes a difference.
Third, the difference between fame and fame. When a bunch of certain products are put together, your first concern must be the product that impresses you the most or is probably the most famous. For example, you saw an advertisement for shampoo on CCTV. When you are faced with a pile of shampoo outside a shopping mall, and the products of that brand happen to be among them, you will definitely pay attention to it first and consider it first. Even if you don't choose that brand, you can choose other brands consumed by enterprises that consume that brand. When you want to buy a product, but you have heard the names of several brands, then the brand with high popularity or good reputation will become your first choice. Because, the investment needed to establish this reputation and good reputation has become a symbol of the overall strength of the enterprise to a certain extent, which helps consumers to form their recognition determination for production quality, after-sales service and value.