A brand is not just a LOGO, not just a CI brand, not a product, not marketing, so what is a brand? A brand is just a feeling. All products sell is a feeling that caters to the consumer's psychology. What is the definition of a brand?

To understand the brand, you must first understand what CI is! The specific components of CI: idea identification (MI), behavior identification (BI), and visual identification (VI).

CIS is the abbreviation of Corporate Identity System, which means "Corporate Image Identity System".

The main meaning of CIS: corporate culture and business philosophy, unified design, using the overall expression system (especially the visual expression system) to convey to internal and public enterprises to generate consistent recognition and form a good enterprise Impressions, combined with the final sale of a business's products and services.

The goal of CIS is that the company can design its own office, and through the CI system, the production system, management system and marketing, packaging, advertising and promotional image can be standardized and managed in a standardized manner, thereby mobilizing the enterprise's Motivation and each employee's sense of belonging and identity enable various functional departments to cooperate effectively. Externally, through the integration of symbolic forms, a unique corporate image is formed to facilitate citizens to identify, identify with the corporate image, and promote their products or services.

If a product is not a brand, then it can only be a useful object.

So, the brand is Shenma? The brand is Shenma? The brand is Shenma?

A brand is a feeling and emotional identity

It is more than just a brand that a logo can convey

A brand is rooted in the minds of consumers< /p>

When you see a logo you don’t recognize

To you

It’s just a logo or a name

No Abstract symbols of any value

Brand LOGO, CI, VI, etc., although they can support brand building

but are not the core of brand building

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Brand refers to a company’s name, product or service trademark. and other intangible assets that constitute the company's unique market image such as signs and advertisements that can distinguish it from competitors.

Product brand has two levels of meaning for a product:

First, it refers to the combination of product name, terminology, mark, symbol, design, etc.;< /p>

The second is to represent a series of added value of the product, including functional and psychological benefits, such as the utility, function, taste, form, price, convenience, service, etc. that the product can represent.

Brand concept refers to the concept that can attract consumers and build brand loyalty, thereby creating a brand (and market) advantageous position for customers. The brand concept should include core concepts and extended concepts, and the unity and integrity of the brand concept must be maintained, specifically including corporate business areas (industry, main products, etc.), corporate image (multinational, local, etc.), corporate culture (rigorous, enterprising, conservative) , product positioning (high-end, mid-range, low-end), product style (fashion, trendy, dynamic).

CIS focuses on the temperament and image of packaging, while branding focuses on feeling. SO, brand design must design and manage this unique emotion and feeling from the perspective of brand positioning, brand emotion, VI brand visual system, etc.!

As a brand, it must first be positioned on people, then it must be a collection of people with certain unique characteristics, and then it must consider the psychology, attitude and behavior of this group of people.

How important brand positioning is to the brand. If we do not find a group of people with the same characteristics through brand positioning, and establish an accurate database to carefully manage this group of people, the later brand development will be difficult. There is no way to talk about it, and brand building and brand promotion have become a piece of paper.

A recent market survey in the United States shows that the value of a brand depends on the following three aspects: brand positioning, implementation strength, concept, character, accurate and unique brand characteristics (39%); consumers Recognition of the brand logo (36%); the brand’s authority, reputation, status in the minds of consumers, and consumers’ loyalty to brand products (24%). This shows the importance of brand positioning for brand creation.