Since it is a brand, the value already exists. The stage of creating value has passed, so the next step is to spread value and realize value. The success of communicating value is measured by brand awareness and brand recognition; the quality of value realization is measured by brand aesthetics and brand loyalty.

Earthquake itself is a powerful brand. It is well-known for the powerful destructiveness of its physical products, making people all over the world become angry and frightened. The brand "Earthquake" has a negative reputation and is rejected by people. We can do many positive things behind its destructiveness, and use the negative side of the earthquake to accumulate the reputation of our brand.

The formation of reputation comes from the functional value of the product. The product function allows consumers to experience the benefits, supplemented by the appropriate price, that is, high-quality cost-effectiveness, so that after satisfying customers, they will continue to pay attention to their products. Build a reputation in your mind. Because of the accumulation of reputation, users will be proud of using the product, which creates a psychological premium. They will act as free promoters and will take the initiative to spread word of mouth and recommend purchases.

At a stage where there is a surplus of goods and goods can be seen everywhere, relying solely on the functional value of products to gradually build a brand's reputation can no longer meet the needs of various manufacturers. What manufacturers hope is to quickly build their brand's reputation, which requires other means to speed up this accumulation and dissemination. As a result, various awards and trophies appeared, various event marketing From EMKT.com.cn appeared, and various stories about the brand appeared.

Awards, events, and stories, these three methods have become the main ways to shape brand reputation.

1. Awards

So awards, trophies, and standards appeared, and they were a prosperous scene in the past few years. Why? First, it is at least set up and selected by a social group, which is higher than personal understanding and cognition. Three scoundrels will be able to defeat one Zhuge Liang; second, the organizer must be spreading a theme. This theme There must also be a sense of social responsibility and social expectations; thirdly, consumers or ordinary people have trust in associations, institutions, and governments. No matter what country or region you are in, this aspect will definitely not change. Yes, people always trust and support the government, and they are willing for the government to make decisions for them; fourth, it represents the commitment of institutions and the government to people, which mainly refers to various standards. Standards are thresholds, which are to protect people. The minimum guarantee of interests; fifth, obtaining the trophy itself comes with a certain degree of exposure.

So we can see China’s well-known trademarks, Chinese famous brands, ISO-9000, HACCP, GMP, Spark Award, Science and Technology Award, consumers’ favorite brands, and brands with the most potential. . . . . . There are already countless award titles. Because the thresholds and levels are different, manufacturers feel they are still not enough. Brand companies have plans to win trophies and pass standards every year. Every company is trying to pass as many government-mandated standards as possible.

2. Event Marketing

Event marketing, or event marketing, is called trouble-making marketing by marketers. But there is no need to look for trouble. Let us see many classic cases. Far-away cases include Citizen becoming famous after a fall in Australia, and Maotai winning a gold medal after a fall; recent cases include Wuhan Wildlife Park smashing Daben, and the CEO of a paint company in Beijing committed suicide. Drink dope. . . . . . Planners became obsessed with this marketing method and published books; it also made companies willing to invest heavily in finding problems. Why?

From a communication perspective, the wider and deeper the event marketing communication is. In today's world where advertisements are everywhere and media can be seen everywhere, if you want to attract consumers' attention, you have to create something. People pay attention to changes, news, excitement, and refreshing things. Event marketing just has these characteristics. The media is influenced by economics. Wherever there is focus, the media will focus there. In this way, consumers are curious, consumers are willing to know, the media focuses, and efficient communication takes place.

From a marketing perspective, event marketing can capture the hearts of consumers in a short period of time. Consumer decision-making affects consumption behavior, and consumption behavior guides consumption intention. How will consumption decisions be affected? In addition to the ability to pay, it is mainly about the psychological needs and satisfaction of consumers. The market is not a materialized terminal or counter, but a personalized consumer. Occupying the market is not only about occupying the mall and terminal counter, but also about occupying the brains of consumers. Event marketing satisfies consumers' curiosity and automatically occupies consumers' mind space when consumers are willing to accept information.

In event marketing, there are many ways to make events happen. Some domestic marketing scholars have given examples such as performance art, digging up blackmail, using standards and authority, finding fault with the media, magnifying glass to magnify product differences, etc. Effective method.

3. Telling stories

Stories are not documentary, so there are illusions and fabrications. Since they are carefully crafted after the fact, they have their own purpose, attract people and can be in an illusion. meet the needs of readers within the space. Generally, we can see that the story has an attractive title, an ups and downs story structure, and an ending that is still unfinished.

Almost no one can resist stories, so storytelling has naturally become an important way to build a brand. Enterprises combine brands, products and stories, spread the history and functional value of the brand in the story, let consumers know more about the brand and products through the story, and build a psychological value library of the brand in the consumer psychology. In the future, the continuous dissemination of stories and new stories will continue to accumulate water in the original psychological value bank. The faster and deeper the water, the greater the energy contained, and the stronger the ability to prevent epidemics and immunity.

Storytelling is a kind of silent communication that unknowingly allows consumers to accept the brand and build a good impression of the brand. To improve the brand's reputation, storytelling has a unique effect.

Talk about history, let consumers feel that the brand has a long history, and the brand that has been baptized and accumulated over the years is a trustworthy brand, and the goodwill will be increased;

Talk about culture , culture itself is the essence of human beings, and brands are connected with culture. Consumers feel that they are the inheritors of this culture, and their goodwill will increase by one point;

The scene is more of an ancient one Scenes or scenes of historical celebrities, such scenes can make consumers associate and fantasize more, imagining that they are the protagonists in the story, living the life in the story, and increasing their psychological satisfaction;

Tell the results , the result of the story often ends with victory and satisfaction, allowing consumers to appreciate the story itself and at the same time satisfy their illusory wishes. Just like hypnosis, through the fantasy of stories and pictures, they can achieve the effect of falling asleep quietly, psychologically The sense of satisfaction is increased by one more point;

Talk about feeling, it is the complex feeling that the story brings to consumers. They are so intoxicated that they hope they will not wake up after being drunk for a long time. Consumers are willing to own this product immediately. This This product has brought him confidence and glory, and his psychological goodwill has been established.

The above three methods are currently the three magic weapons for building brand reputation. The accumulation of brand reputation is a long-term process, which requires continuous addition of bricks and mortar in actual operations. Through a long period of time, the core values ??of the brand and products are silently implanted in the hearts of consumers, so that in the eyes of consumers, Form a good brand reputation.