The first intuitive understanding of brand is that it is the name of your company! This is just a way of branding, and it is also the original origin of the brand. The word brand comes from Western countries. The English name is Brand, which means "burning". It is because this method was first used to mark one's own livestock so that it can be easily distinguished from other people. Form a distinction and show that it is your own private property! By the Middle Ages in Europe, many craftsmen also began to use this "branding" method to put their own marks on their handicrafts so that customers could identify the place and producer of the handicrafts. This gradually formed a well-known brand trademark, allowing consumers to identify with the brand, and the law also provided corresponding protection to producers. Since its development, the brand has been subdivided into many contents, including brand positioning, brand story, brand concept, brand culture, brand design, brand strategy, etc. Therefore, brand is a collective term for the system, and it is also a systematic project.

The cognition that remains in the minds of consumers or the market is the brand. Some brands have long been catchy in everyone's mind, and they come casually. , carbonated drinks Coca-Cola, Pepsi, shampoo Head & Shoulders, mobile phone brands Huawei, Apple, Xiaomi, etc., everyone can name one or two in each category. These brands are a kind of recognition gradually formed in everyone's life and consumption process. , is not easy to be broken. There is also a regional brand that occupies a higher market awareness in the local market and is recognized by consumers, forming a regional advantage and reputation brand. For example, Fat Donglai Supermarket in Xuchang, Henan, Xinjiang Wusu Beer, Daoxiangcun Desserts in Beijing, etc. These brands are also entering the national market. Regional rural commercial banks in the banking industry are deeply rooted in serving local finance and have won the love of local residents. Their brand recognition is higher than that of large state-owned banks and joint-stock banks. bank! The English word "Bank" has many similarities with the word "Brand". Bank brands are affected by the impact of Internet financial technology companies, and brand is particularly important. The post-90s generation is accustomed to Internet products. How to provide its young users with a better experience is a traditional Brand planning content that the banking industry needs to pay attention to.

Famous brands are the greatest assets for enterprise development. "A company's brand is like a savings account. If you continue to accumulate its value through advertising, you can enjoy the interest." This is Maxwell, the president of Marlboro Cigarettes in the United States, who has an insightful view on famous brands. Marlboro's gold-lettered signboard can bring revenue of US$3 billion to Marlboro Enterprises every year. The value of the Marlboro brand, the world's largest selling brand, has reached US$20 billion. It can be seen that famous brands have a heavy gold content. Recently, the British "Banker" magazine released the 2020 "Top 500 Most Valuable Global Bank Brands" list. ICBC ranked first with a brand value of US$80.791 billion. It has been the world's most valuable bank brand for four consecutive years. In 2019, it mainly Enhance the brand value through four major aspects: first, fully implement the "No. 1 Personal Finance Bank" strategy; second, comprehensively upgrade inclusive financial services to provide small and micro customers with a full range of inclusive financial comprehensive services. The third is to comprehensively strengthen its technological leadership, insist on leading the bank's re-engineering with technological changes, and launch the smart banking ecosystem ECOS, significantly improving service capabilities and customer experience. The fourth is to comprehensively deepen the connotation of the group's brand, be guided by the bank's business development strategy, make full use of the communication opportunities of major and important events, convey business ideas, express brand propositions, boost employee morale, and demonstrate the brand's values ??and contemporary nature. "It is precisely because of our strategy, strength and responsibility that the brand of ICBC has been achieved. The significance of brand building is of great significance from the national level, the corporate level and the consumer perspective." Vice President of ICBC Chief Tan Jiong said.

In the era of information explosion, the winner must be the brand. Only companies with brands can become more and more core competitive and deeply loved by target markets and customers!

Since birth, the name given by our parents has become our own brand, and our relatives and friends have become our first fans. As we grow, we continue to make new friends and colleagues, and through self-media platforms (It can also be a stage name) to promote and build brand awareness. When you have thousands of fans and your name is a household name, you must be a brand, the focus of the company, and the focus of society. Having a personal brand will make you more valuable and have Having a brand will make your boss, colleagues, and friends recognize you more. Promotion, salary increase, and options and equity are no longer a dream. After the 2020 epidemic, many people are selling goods through live broadcasts on major self-media platforms, and Internet celebrities are bringing goods. Perhaps China's first-generation Internet celebrity Luo Yonghao sold 110 million yuan in a live broadcast. He is undoubtedly showing his personal brand. Value, 2020, please remember, please build your personal brand as soon as possible and give yourself a plan. The sooner you build it, the sooner you will gain. After listening to the "Silver Sales Help" series of courses, you can also become a new media sales leader with a personal brand!