To build a brand's premium capability, it is actually mainly achieved through a complete set of brand identification systems and integrated marketing communication methods centered around the brand's core values.

(1) Establishing the brand core value of a high-premium brand

The core value of a high-premium brand must establish a unique and highly differentiated brand in the mind of the target consumer group that can impress consumers. Inner association and cognition, and this association is a scarce association. Just as the core value of the Longines brand is "elegant life", this association to consumers is scarce. Most people may not have an elegant life. This association is what consumers yearn for, so it can impress consumers. Inner world, and if there is a watch brand that sets the core value of the brand as "ordinary life", this kind of association to consumers is not scarce at all. Most people live ordinary lives, so such a brand is definitely only suitable for It is a mass brand and cannot generate brand premium. For example, the core value of Tsingtao Beer's brand is "Passion makes dreams come true." This kind of association for consumers is also scarce. Most people live ordinary lives. How many people can achieve their dreams? When this kind of scarce association When it is injected into beer that is not scarce, Tsingtao Beer gives consumers the association of being scarce and precious, so it can also generate brand premiums.

(2) Create a brand identity system for high-premium brands

Create product identification for high-premium brands

1. Scarce product features.

For example, KFC has and spreads the product feature identification of "Fried chicken that is not sold within five minutes will be discarded to ensure the freshness of the food." This gives consumers the association of scarcity, so Chinese consumers They will agree that KFC's chicken nuggets are expensive. If all domestic fried chickens have such a product feature, consumers will no longer agree with such a high-priced chicken nuggets.

2. Scarce product quality

For example, product quality identification, such as the Six Sigma quality standards spread by GE, Motorola and other foreign companies, are also scarce in the minds of consumers. of. Many years ago, Haier mainly relied on hyping and disseminating product quality to obtain premiums, because good quality was scarce in the electrical appliance industry at that time. Now, Haier has been disseminating services to the audience, because now good services are scarce.

3. Set high prices

For example, to identify product grades, proactively setting high prices can also guide consumers to a certain extent, allowing consumers to directly recognize that this brand is a big one from the price. brand. For example, the price of Haier's electrical appliances is always higher than that of similar product brands; for example, Shanghai's Zhonghua Cigarettes always raises its price slightly every year and maintains a high price; for example, the liquor brand Jiannanchun has also taken the initiative to raise prices in recent years; and On the contrary, brands that take the initiative to cut prices will slowly lose their brand premium ability, or even kill the brand. For example, Yuxi cigarettes used to be on the same level as Zhonghua, but they took the initiative to lower the price. Now they only cost more than 20 yuan a pack, making them mid-range cigarettes. Another example is Parker pens, which used to launch low-priced pens and immediately lowered their own brand standards. . Just like if Bentley launches a low-end car one day, I think the Queen of England will definitely be the first person to change the car, because Bentley is no longer scarce, and the Queen of England no longer has the association of Bentley scarcity in her mind.

Building corporate identity for high-premium brands

1. Scarce business leaders and brand stories

Making business leaders heroes can also indirectly create new opportunities for the brand Premium, because heroes are scarce in this world. Just as people can admire Wang Shi when he went to wait for Mount Everest, he didn't care if he paid an extra 500 yuan per square meter for Vanke City Garden; just as people can admire Liu Chuanzhi's courage when he started his own business as an intellectual and sold cabbage, he paid more for Lenovo Computer. Even if you take out 200 yuan, you will laugh it off; just like when you know that Shi Yuzhu is carrying hundreds of millions of debts without going bankrupt and going to make a comeback incognito to pay off the debts, when you admire him, you will also have a good impression of Nao Baijin;

A good and attractive corporate philosophy can attract people's hearts and make people forget about the price. Just as Rolls-Royce and Royce said back then, we want to build the best cars in the world, so Rolls-Royce’s luxury cars take this as its corporate philosophy; just as the founder of Volkswagen said back then, we want to make everyone in Germany Every citizen drove a car, so the Beetle appeared, and now it sells more than 300,000 units in China; although doctrine is no longer spread, the ultimate way to get the highest premium is to lead consumers with a doctrine Heart.

Create the temperament identification of high-premium brands

The temperament of high-premium brands is the temperament of scarcity. Just like a BMW car, it gives people a sense of chicness and leisure. In today's society, most ordinary people are very tired, and the sense of chicness and leisure is a rare association and a yearning; just like Pepsi-Cola gives people a sense of chicness and leisure. A sense of fashion and excitement, because fashion and excitement are actually scarce in life, and most people are still living in the ordinary, while Extraordinary Coca-Cola is not only not extraordinary, but also gives people a very rustic feeling, so there is naturally no brand premium; Let’s look at Robust and Wahaha again. Robust is fashionable and elegant, but Wahaha is rustic. Therefore, Robust’s brand premium ability must be higher than that of Wahaha, because in China, foreign style and elegance are scarce. If one day everyone If you are Western-style, you can sell the rustic food to gain a brand premium, just as many cities now have local restaurants.

Create status recognition of high-premium brands

After all, the status and leader image of big brands are scarce, and the general public will trust leaders. Therefore, Haier's internationalization strategy of "first difficult and then easy" vigorously publicizes that "the products sell well in Germany, successfully landed in the United States, and Haier people all over the world wish the Chinese people a happy Spring Festival", effectively establishing the image of an international brand, and its premium ability exceeds Other major domestic electrical appliance brands. Even if the product does not cover the whole country, as long as the financial resources can support it, if you invest in CCTV, as soon as the brand appears on CCTV, the general audience will immediately think that it is a big brand, and it will quickly establish a high brand image, just like some in Fujian. Brands such as Qipai, Lilang, Kingba, Septwolves, Anta, Deerhui, Xtep, etc. all use this tactic. They rely on CCTV to quickly gain popularity, establish brand recognition of big brands, and build brand premiums in small and medium-sized cities. It immediately became a big brand that was worshiped in small and medium-sized cities. Market research shows that in some small cities, Anta is even more well-known than Reebok. Reebok is even considered a liar in small cities when it sells its products at high prices because Reebok does not have advertisements on CCTV.

Responsibility identification in building high-premium brands

Although responsibility is the basic thing that a person or even a company should do, according to the current social situation, good responsibility has also become A kind of scarcity, so when a brand spreads its good responsibilities to consumers or society, it will naturally establish the image of a high-premium brand. For example, Reebok always pays attention to shoe-making workers in the third world. For example, McDonald's proposed "reduce waste, reuse, recycle", some large companies make regular charitable donations, and Nongfu Spring spreads that every bottle of water donates a penny to the Hope Project, but Nongfu Spring is too expensive. A few cents. Just as some time ago, some media accused China's successful entrepreneurs of rarely donating money. In fact, if the brand is more socially responsible, consumers will be more accepting of the brand's premium.

Identification of growth and innovation in building a high-premium brand

The times are constantly improving. Any product that is scarce today may be popular tomorrow. Therefore, in order to create a high-premium brand, we must It is necessary to make the product and brand image have growth, vigor and vitality, unless it is a brand that sells antiques such as Qi Baozhai. Just like the Apple brand, both Apple computers and iPods remind consumers of the best and most innovative. Therefore, the price of Apple computers is several times that of Lenovo, and iPod is countless times that of Patriot MP3; just like Swatch watches , a simple plastic quartz watch, in addition to having a fashionable association in consumers' psychology, more importantly, its design is constantly combined with the trend of the times to launch new ones; just like the launch of Changhong's "Jingxian", it immediately changed Its image of rigidity and decline. Even if there is not much innovation ability in products, consumers must be aware of the continuous growth and innovation of the brand in terms of communication, such as Aido VCD’s “We have been working hard” and Xinfei Refrigerator’s “There is no best” , only better." This is the same idea, so that brand premium can be created. After all, growth and innovation are things that most people don’t have, are scarce, and are longing for.

Create symbol recognition for high-premium brands

Successful brand symbol recognition planning is the basis for creating a strong brand and the basis for generating brand premium. Just like when TCL color TV was launched, it was called Ace. Although it was very impressive, it still didn't have the feeling of being an international brand or a big brand. But later, when TCL was used as the brand name and logo, it immediately gave people the feeling of a big international brand. Konka's Konka also has this strategy.

Just as Haier redesigned its English logo not long ago, it is also to give consumers an international feel and association with a big brand.

The recognition of sound trademarks can also play this role. TOSHIBA taught the first lesson to the Chinese people back then, and now Konka has also learned "It is Konka" and "Huiyuan-Juice" They all give consumers an association of big brands from the sound, because the use of sound to convey the brand was still rare before and now, and it is also a scarce association for consumers. When everyone uses sound to communicate , this method will have no effect.

The same is true for brand names, such as honda, sony, and panasonic, which will have a beautiful and natural association with consumers from the pronunciation, and immediately give people a natural feeling of a big international brand, because this This beautiful natural association is scarce. And when the scarcity is no longer there, we have to look for new scarcity. Just like in the past few years, many clothing brands liked to choose foreign names. But when everyone chose foreign names, purely Chinese names became scarce. , which can make consumers’ eyes shine during communication.

3. Persistence

It takes a long time to truly engrave the core value of the brand into people's brains, so you must persist. As long as you insist on your brand's core value, And make the overall value activities of the enterprise revolve around this theme. If you persist, persist, and persist, you will definitely be able to build a high-premium brand. Moreover, persistence is also the image of a big brand, and consumers’ association with “persistence” is also scarce. After all, how many people in this world can persist? Stick to your own ideals and stick to your own beliefs. This is true for people and corporate brands. Perseverance will lead to success, and the world will also trust and admire people and brands who "persist".

The road ahead is long and the time is short and long. People will be impetuous and hesitant because of the opportunity cost. As a person, a business, and a brand, as long as you are truly confident and persistent, find the scarce gold mine of your brand in the minds of consumers, and persist, the gold mine in your consciousness will one day become a real gold mine in reality.