Second-rate companies create products, while first-rate companies create brands. In the current society, consumers are becoming more and more picky about products, and there are more and more substitute products. If a company wants to stand out, it must create a lasting brand. We all know the word brand, but what does brand mean?

Baidu Encyclopedia Definition: Brand is a Chinese word that refers to consumers’ awareness of products and product series.

?The essence of a brand is that the brand owner's products, services or other advantages over competitors can bring equal or higher value to the target audience than competitors. The values ??include: functional benefits and emotional benefits.

Kotler, the father of modern marketing, defined in "Marketing" that a brand is a specific set of features, benefits and services provided by sellers to buyers over a long period of time.

A brand is a standard or rule that has both internal and external aspects. It is a standardization and regularization of ideas, behaviors, vision, and hearing to make it unique, valuable, long-term, and A general term for cognitive recognition systems.

A brand is not just a logo, nor just a slogan. If you want the public to know your brand, you must increase the recognition of your brand. Let the public immediately know what it is when they see a certain corner of the logo, hear a certain piece of music, or smell a certain smell. When we go to a shopping mall, when we see an M, we know it’s McDonald’s, and when we see an old man with a white beard, we know it’s KFC. When I saw the commercial, I heard a cluck, cluck, cluck, and then a haha, and I knew it was Sprite. There are also previous windows startup sounds that let us know what it is at once. This is like a visual hammer, positioning is a nail, and vision is a hammer. Enterprises can establish positioning faster and more effectively and arouse customers' enthusiasm. So how do these companies establish their positioning and generate buzz with customers?

Here we talk about the crushing effect. If a brand removes its trademark, what is left? That is, how can consumers know what brand this product is without looking at the trademark of the product? The book talks about many examples of foreign brands being crushed, and we all agree with them. But if we think about our domestic enterprises, there are really very few that can pass the crushing effect. Nowadays, these domestically produced mobile phones are copied from each other, and the final mobile phone has no idea what brand it is except for the logo. So what can the crushing effect crush?

The crushing effect can be shattered

1. Image crushing, image is a brand style, it can exist completely without the brand trademark.

2. Color is shattered. Many brands want to take their theme colors as their own. Here's an example that surprised me. In the past, Santa Claus did not wear red clothes. Coca-Cola spent a lot of money to make Santa Claus wear Coca-Cola red, which made people feel that Santa Claus and Coca-Cola are more suitable for Christmas. Then in the future we will also print out our education treasure blue, so that when people see blue with a little red, they will know it is an education treasure.

3. Shape crushing, highlighting the significance of shape as a brand element, and integrating shape elements into the overall product design by creating a unique appearance.

4. Name crushing and integrated naming strategy can effectively enhance the public’s brand image and awareness.

5. Language crushing, combining language and brand. Maybe you don’t know how to answer the question now about what makes education better, but one day you will know: Education Treasure makes education better.

6. Conventions are shattered. Conventions can bring huge effects to the brand. Many brands have customized their own set of inertia, so that when you follow them, you will feel very high-end, have a sense of belonging or a sense of ritual.

7. Service crushing, unique differentiated and consistent service.

Some service-oriented industries such as restaurants and hotels can achieve the same high level as the Peninsula Hotel if they provide the ultimate service.

8. Sound crushes, and a brand can be built through sound. Intel, dang, dang dang dang.

9. Navigate to smash, create and maintain consistency. In the future, our education treasure can also design page navigation with its own characteristics.

10. Behavior crushing, the behavior of corporate personnel also helps build cultural and business value.

Crush the brand, as long as we can achieve one or more of them to the extreme, then it is not difficult for us to create our own brand.

We also need to pay attention to our own brand building, create brand building through color, sound, aroma, taste and touch, and guide consumers to remember good things.

Sound--gt; Use sound to mobilize users' emotions. When we go to buy a car, we are used to slamming the car door, listening to the sound, and judging whether the car is thick or not based on the sound. Car companies have long known our little thoughts and spent a lot of money to study the sound of closing car doors. This is what shocked me (it’s not good to spend time and money on researching the quality and safety of the car). There is also an ATM machine withdrawing money, and the sound of counting money is also recorded, letting us know that it is working hard to help us withdraw money.

Visual--gt; Impact on consumers' vision, because vision is the first impression of the brand.

Smell--gt; Create your own unique smell, people are very honest about their sense of smell. A newly bought Apple computer has a unique aroma when you open the box. New cars also have their own unique aroma, which makes consumers feel that they are new as soon as they smell it.

Taste--gt; Create your own taste, so that people can think of your brand when they think of this taste.

Touch--gt; Like furniture, mobile phones, clothes, touch them and they will remember you.

Religion is a very good way to fully combine these five senses. All five senses are activated, allowing you to know that this is religion no matter what aspect you look at.

What are the three realms of an enterprise? The first is to produce products, the second is to provide solutions to others, and the third is to create a brand. All of us must have the intention to create a brand. Nowadays, when many companies introduce themselves, they are worried that others will not know and dare not say what their brand is. They only say what they do. This does not work. It takes courage to be ignored by those you don’t know and don’t understand. Be bold and tell others about your brand. If a good company strives to the extreme, it can eventually become a religion and gain many of its own believers (consumers).

Finally, the book also talks about the future development trends of brands.

1. Sensory pioneers, including automobiles and pharmaceuticals

2. Sensory adopters, including telecommunications and computers, IT

3. Sensory followers, one A host of other industries, including retail and entertainment, will follow the sensory branding trend.

So what should we think about after studying this book?

1. Brand establishment, establishing your own brand, determining product positioning, corporate purpose, etc., we need to maintain and create the brand for ten years.

2. Brand crushing, by crushing your own brand, do a good job in every aspect, so that more consumers will remember you.

3. Use the five senses to create a brand.