Stages of Brand Appeal Stage One: Illustrative Brand Appeal Stage In the seller’s market era, all the operators have to do is to increase production and make good products, because there is almost no competition between enterprises. Smooth sales depend on whether the company can communicate product information to more consumers. At that time, corporate information suffered very little interference during the communication process. Therefore, the function of corporate branding was mainly to tell consumers what you do and what products you produce. If consumers understand, they will buy your products when they need it. The representative trademark feature of this period is that the shape of the product or key components is directly or deformed in the trademark elements. For example, the Shengfeng air conditioner trademark is still the shape of a fan blade, which is very backward; many websites now use "@" Or "e" as a trademark design element, this approach will soon be outdated, because in contemporary society with rapid technological development, the public's novelty of the Internet and e-commerce will quickly disappear within three or more years, and fans will be used together. The blades behave just as ridiculously as a fan. Perhaps the most prominent industry in which illustrative brand positioning is still widely used is the banking industry in mainland China. Didn’t you see that China Construction Bank, Bank of China, Industrial and Commercial Bank of China, Development Bank, etc., are all showing their reputation. The image of a few banks such as Shenzhen Commercial Bank and Minsheng Bank has greatly surpassed this backward stage and has risen to a higher level, which is encouraging. The second stage: Industrial brand appeal stage At this stage, the advancement of science and technology and the standardization of industrial production processes require the continuous expansion of enterprise production scale in order to reduce production costs and improve product quality. At that time, both enterprises and governments regarded large-scale production as the primary goal of enterprise management and economic construction, so that era was also called the era of economies of scale. At this time, high quality and low price is the magic weapon for enterprise competition, and high quality and low price products can only be achieved through large-scale production. Since the size of the enterprise's production scale is determined by the strength of the enterprise, the corporate brand at this stage mainly conveys the image of the enterprise's strength to the public. The common characteristics of representative trademarks of this period are full of power, rigidity, boring, concise, symmetrical, etc. The third stage: the technical brand appeal stage. The development of economies of scale to a certain extent will lead to excess social productivity. In addition, the rapid increase of similar enterprises will cause market competition among enterprises and intensify competition. At this time, the product quality and price of each company are very close, making it difficult to create a competitive advantage for the company. Therefore, improving product functions and usage costs has become the key to success for companies, and this requires innovation in technology and concepts to be realized. Therefore, the company and brand image at this stage mainly focus on technology, focusing on high-quality technical personnel, advanced scientific research and production facilities, and corporate innovation spirit. The fourth stage: value brand appeal stage. For a long time, enterprises have habitually regarded themselves as the producers and providers of products, while ignoring their understanding of the value generated by society. It was not until recent years when products among companies were highly homogeneous and the cost of innovation became increasingly high that business operators realized that the direct and indirect benefits that products bring to consumers can move consumers' hearts even more. Take air conditioners as an example. Before the new century, all advertisements focused on promoting the advanced nature, cooling capacity, power saving and other technical indicators of air conditioners. The image was monotonous and boring. But now, all advertising images focus on the benefits that the product brings to consumers. direct and indirect benefits. Among well-known domestic brands, Midea was the first brand to implement value brand positioning. Its absolute leadership in the field of small home appliances for many years shows that value brand positioning has high strategic value in market competition. The fifth stage: the spiritual brand appeal stage. Since value brand positioning mainly focuses on the direct and indirect benefits that products bring to consumers, there is a causal and logical relationship between them and the products, and each enterprise and product brings to consumers The direct and indirect benefits brought by it are very limited. Therefore, after value brand positioning is adopted by more and more enterprises, the brand images between enterprises are still prone to similarity and duplication.

Compared with the value brand positioning stage, spiritual brand positioning does not need to be limited by the product in image creation. It can be separated from the product and endowed with a certain spiritual culture on the product. It draws on a wide range of materials, which determines its Has a broader positioning space. Therefore, even if companies generally adopt spiritual brand positioning, the image they produce must be easier to create distinctive personality characteristics than the image of value brand positioning. The sixth stage: [Brand Positioning Design-BPD] Appeal Stage When the purpose of spiritual brand positioning is to satisfy a specific segmented consumer group, it belongs to [Brand Positioning Design-BPD]. [Brand Positioning Design - BPD] The prototype has existed for a long time in product brands with low technical content, long cultural origins and aristocratic style. However, it has not been studied as a mainstream strategy in business wars, making it rise to the level of theory. It was not until the 1950s that two marketing experts discovered its great commercial operation value and studied it to become a more systematic market positioning theory. [Brand Positioning Design-BPD] is an important branch of theory based on market positioning theory. Relevant ideas for brand appeal design A brand will use different brand appeal languages ??at different stages of its growth to convey its specific brand information and the benefits and value it brings to consumers to its target audience. If the life stage of a brand is divided into several different stages, in the stages of its birth, survival and growth, the brand has just entered the market, has just accepted the review of consumers, faced competitors, and has no emotional factors with consumers. I don’t even know you yet, so what feelings can I have to talk about? Therefore, in order to convey to the outside world the value and benefits it can bring to consumers in the shortest possible time, it must be expressed directly and clearly. This is called the brand's rational appeal, also called functional appeal. For example, when Diaopai first came on the market, it only chose the right ones and did not buy expensive ones. For example, every jacket of the Jinba Jacket had a unique design. For example, the original Totole Chicken Essence only needed a little bit, and the clear soup turned into chicken soup. All are typical examples. Through the careful efforts of brand operators, the brand's popularity, reputation and other brand assets have continued to expand and its influence and competitiveness have continued to increase. The original rational appeal (functional appeal) has been deeply rooted in the hearts of the target consumers. Widely accepted: For example, Diao brand washing powder is of good quality, low price and high quality (detergency), but at this time it is no longer able to meet the inner needs of consumers: although consumers like and accept your brand, they just A brand like this is cold and just a naked exchange of equal value, and has no relationship with consumers. Therefore, if the same brand appears at this time, consumers may leave you. At this time, the life stage of a brand has entered another stage from the growth stage: the maturity stage, and at this time its brand appeal has also entered another stage from the rational appeal (functional appeal) stage: the perceptual appeal (emotional appeal) stage. . The emotional appeal of a brand is to satisfy consumers’ cold, emotionless inner needs for the brand. It is to make consumers feel that this brand can solve my actual functional needs (cheap and affordable laundry, unique jackets, etc.), and it can also have a certain resonance with my heart or say, Singing my heartfelt voice, I have a long-term relationship and become an indispensable part of his life. Just like there is a carved plaque when there is love and family, just like Jinba is the clothes of a man who has achieved something through hard work. Like Totole Chicken Essence, it has a taste that will last a lifetime.