In other words, elusive tonality refers to our brand image. Let's take a look at the authoritative definition: brand image refers to the personality characteristics of an enterprise or one of its brands in the market and in the hearts of the public, reflecting the evaluation and cognition of the public, especially consumers. Brand image is inseparable from brand, and image is the characteristic of brand, which embodies the strength and essence of brand.
"From strategy, product, culture to communication level", brand image construction mainly has the following five directions:
First, strategy first, ideological leadership behavior
The shaping of brand image involves many factors and is a systematic project, which requires a lot of hard and meticulous work. In the process of shaping brand imagination, a clear brand strategy is needed as a guiding principle to guide the direction of brand image shaping. The shaping of brand image can be done not only within the enterprise, but also through the public, because the brand image will eventually be established in the public mind. Brand positioning is to determine a suitable market positioning for the brand, so that goods occupy a special position in the hearts of consumers. The shaping of brand image must be based on brand positioning.
Second, product-oriented, quality determines the height.
Product quality is the efficiency to meet the needs of consumers, the cornerstone of brand image, and the essence and life of the brand. Only by strengthening the efficient management and rational allocation of resources and constantly introducing new technologies can enterprises improve product quality, thus providing the necessary guarantee for shaping brand image.
Product quality also determines the brand height. If you want to build a high-end brand image, then high-quality products are indispensable. Apple mobile phone, Rolls Royce car, Evian water, many luxury brands, which one does not have high-quality products?
Product quality is the cornerstone of the brand, and product quality determines the height of the brand.
Third, culture implantation and emotion maintain loyalty.
Many successful brands have certain cultural representatives. China Yili and Mengniu plant Mongolian grassland culture, skillfully use consumers' cognition of milk-rich grassland, and establish the relationship between brands and consumers; When I mentioned Marlboro, I immediately thought of cowboy in the west. An image of cowboy in the western United States, which exudes rough, heroic and heroic spirit, came to my mind. Consumers have a strong sense of bringing in and get great emotional satisfaction.
China's most popular diamond advertising slogan, "A diamond lasts forever, and an eternal one", has touched many women in one fell swoop, so that diamond rings are now almost a "standard" for marriage. This advertising language skillfully uses China's "heirloom" culture, and the culture of exchanging wedding rings comes from ancient Rome, which greatly promotes consumers to buy diamond rings.
Under the influence of culture, the brand has an emotional connection with consumers, which satisfies consumers' sincere and beautiful emotional needs, and consumers' loyalty to the brand is self-evident.
Fourth, highlight differences and make uniqueness stand out.
Only when the brand image has its own personality and characteristics can it attract the public and stand out among many brands through sharp contrast. Copying and imitating, following the footsteps of brand image can't have a good effect, nor can it have any charm. Pepsi-Cola was not known to consumers until it put forward "a new generation of cola", adopted the culture that young people like and followed the trend of young people.
The brand images of well-known brands in the automobile field are different, such as BMW's "driving pleasure", Volvo's "safety", Mercedes-Benz's "comfortable driving experience", Honda's "economy and fuel saving" and Rolls-Royce's "dignity and luxury". Who created the same image for the second largest automobile company?
Blind imitation can only lack the recognition of the brand, and can't make consumers have emotional memory of the brand.
Fifth, attach importance to communication, which is helpful to cognition.
Public relations and advertising are very important to brand image, such as the wings of a bird, the wheels of a car and the right-hand man. The brand image will eventually be established in the public mind, which depends on the public's trust and loyalty to the brand. Therefore, the shaping of brand image should face the public, take the public as the core, and attach great importance to the public's reflection. The public relations sponsorship of some international brands will be very targeted and persistent in order to impress the public. For example, the advertisements of luxury brands are very distinctive. Although the mainstream trend of advertising pictures in recent years is "copywriting", there is a kind of product advertising that always focuses on the visual sense of the picture, and that is luxury advertising. The promotion goal of Volkswagen brand is to hope that products are everywhere, and the greater the exposure, the better the brand. So these popular brands can appear in almost any media you come into contact with.
However, the promotion of luxury goods is not the case. Although luxury brands are famous, we can see that there are not many places where their brands are exposed. Most of them are public relations reports of brand activities by major news media, even if they are hard and wide, they will be concentrated in small circles.
The idea of promoting luxury goods is that "things are rare and expensive". In order to maintain the high-end sense of the brand, we need to control the active exposure of the brand and actively promote it in a more closed circle. Luxury advertisements are usually concentrated in high-end magazines and publications, and they are all advertised in the form of full pages, and it is unlikely that half-page advertising posters will appear.
The reason why luxury goods are rarely invested in media online is that on the one hand, overexposure will dilute the brand's high-end feeling, and digital media will easily produce a "cheap feeling"; On the other hand, it is difficult for online media resources to create a "full screen" atmosphere like a full-page magazine.
Brand image is a tough battle, and it is very important to spread cognition! Considering the characteristics of the brand itself, not all modes of communication are suitable, and some may even be counterproductive. Only by choosing the appropriate mode of communication can we better communicate with consumers and ensure the consistency of brand image.