A famous entrepreneur said it well: "Without a brand, a company has no soul; without a brand, a company loses its vitality." It can be seen how important the value of a brand is to the survival and development of a company.

The value of a brand is a value that transcends corporate entities and products. It is closely related to the brand's popularity, recognition, reputation, loyalty and other consumers' impressions of the brand. It can give enterprises and the value that brings utility to consumers. The value of a brand depends on the total utility it brings to both businesses and consumers. It is completely different from the current evaluation of brands by some brand evaluation agencies based on the profit that the brand brings to the company. Brand value requires the long-term efforts of the company to establish a certain value in the minds of consumers, and then through the company's long-term efforts. Demonstrated by maintaining strong connections with customers.

The product itself is the crystallization of labor, which is transferred with the exchange of products. Although brand value plays an important role in determining the price of products, it is not transferred and transferred with the exchange of products. Convert. Therefore, it has independence. At the same time, brand value will change in the direction of expansion or contraction due to differences in consumer recognition and acceptance. It can be seen from this that brand value is variable.

Good brand value is an intangible asset of an enterprise. It can ensure the continuous expansion of the enterprise's market and establish a good image for the enterprise. However, good brand value should also be continuously disseminated to society and consumers to make it a household name, in order to expand the market.

For enterprises, the effectiveness of brand value is also the market goal determined by the enterprise, which is reflected in the following aspects:

Market share. Companies cultivate consumers' loyalty to the brand and encourage them to make repeat purchases, thereby increasing the brand's market share. The increase in market share and the expansion of brand value are complementary to each other. Enterprises establish the market position of the brand through market expansion, and then consolidate and expand higher market share through the market position of the brand.

Excess profits. Through factors such as dependability and cultural connotation of product quality reflected by the brand, consumers are willing to pay a higher price for the brand they buy, so that the brand's products can be sold at a premium, and the company can gain excess profits.

Brand expansion and extension. After the brand is formed, consumers' dependence on the brand can be used to expand the original production line, so that the brand's product portfolio can be expanded and extended. The expansion and extension of the brand needs to be just right. The expanded and extended products can be used as supplements to the original product portfolio, so that they have the same product properties, product quality and product efficacy. Products of the same brand will be launched as new products. After that, you can enjoy the market benefits of expanding market share and obtaining excess profits in the short term, thus reflecting the higher value of the brand.

How to expand the influence of the corporate brand is a key issue after the company has established the foundation of brand value and established market goals. If you want to expand your influence, you must advertise widely and do a good job in brand communication. In brand communication, we should first grasp the key points of communication, and then select and implement communication strategies.

The purpose of communication is the source of the entire communication activity. When evaluating whether the strategy is appropriate, there is a saying of "see if it is right first, and then whether it is good".

Target audience is the basis for formulating communication strategy. The target audience is the object of communication. It needs to be defined first according to statistical indicators, and then its characteristics can be understood and the communication strategy can be implemented. For example, the target audience identified for the communication of "Dabao" cosmetics is various professional workers, who have certain cultural accomplishments, but also belong to the mass consumer class. These people have strong brand awareness and often have brand preferences. At the same time, they are also price-conscious. They are also very sensitive and willing to buy products of comparable quality and price. With this definition, the target audience of "Dabao" cosmetics communication is clearly displayed in front of people.

Brand personality means that any brand has its own unique style. A brand with outstanding personality can deepen the impression on the target audience during communication.

Once the brand personality is formed, it will take root in the minds of consumers along with the brand.

The focus of appeal is the core of communication activities. The focus of appeals should focus on the target audience and be determined from the perspective of providing consumer benefits and meeting consumer needs. The focus of appeal can be tangible or intangible; it can be real or psychological. It is best to directly penetrate the psychology of consumers.