(A) the establishment of high premium brand brand core value
The core value of high premium brand must establish a unique, highly differentiated association and cognition in the minds of target consumers, and this association is scarce. Just like the brand core value of Longines watch is "elegant life", this kind of association for consumers is scarce, and most people may not have an elegant life. This kind of association is what consumers yearn for, so it can impress the inner world of consumers. If a watch brand defines the core value of the brand as "ordinary life", this association with consumers is not scarce at all, and most people live an ordinary life, then such a brand is definitely only suitable for mass brands. For example, the brand core value of Tsingtao Brewery is "passion makes dreams come true", and this kind of association for consumers is also scarce. Most people live an ordinary life, and how many dreams can be realized? When this scarce association is injected into the beer that is not scarce, the association of Tsingtao beer to consumers will be scarce and precious, so it can also produce a brand premium.
(b) Creating a brand identification system for high-premium brands
Product identification of building high-end brands
1, scarce product function.
For example, KFC has and spreads the product characteristic logo of "Discard fried chicken within five minutes to ensure fresh food", which makes consumers associate with scarcity, so China consumers will agree that KFC's chicken nuggets are expensive. If all fried chicken in China has such product characteristics, consumers will no longer agree with such high-priced chicken nuggets.
2. Quality of scarce products
For example, the quality identification of products, such as the six quality standards of Sigma spread by foreign companies such as General Electric and Motorola, is also scarce in the minds of consumers. How many years ago, Haier mainly relied on the hype and dissemination of product quality to get a premium, because good quality was scarce in the electrical industry at that time, but now Haier has been spreading services to the audience, because good services are scarce now.
Step 3 set a high price
Such as product grade identification, actively setting high prices can also guide consumers to a certain extent, so that consumers can directly recognize this brand as a big brand from the price. For example, the price of Haier electric appliances will always be higher than that of similar homogeneous product brands; For example, Chinese cigarettes in Shanghai always raise prices slightly every year and keep high prices; For example, in recent years, the liquor brand Jiannanchun has also taken the initiative to raise prices; On the contrary, brands that actively cut prices will gradually lose their brand premium ability and even kill the brand. Yuxi cigarettes, for example, used to be of the same grade as Chinese cigarettes, but they took the initiative to reduce the price. Now they are only more than 20 yuan a pack, becoming mid-range cigarettes; For example, Parker Pen launched a low-priced pen before, which immediately lowered the brand level. Just like one day Bentley launched a low-grade car, I think the Queen of England must be the first person to change cars, because Bentley is no longer scarce, and the Queen of England has no association with Bentley's scarcity in her mind.
Enterprise identification of building a high premium brand
1, scarce business leaders and brand stories
Fired business leaders as heroes can also indirectly create a premium for brands, because heroes are scarce in this world. Just as people can admire Wang Shi when he goes to Mount Everest, it doesn't matter that Vanke City Garden pays more 500 yuan money per square meter; Just as people can admire Liu Chuanzhi's courage to sell cabbage when he started his business as an intellectual, it is also a joke to pay 200 yuan more for Lenovo computers; Just like when you know that Shi Yuzhu is carrying hundreds of millions of debts without going bankrupt and making a comeback to pay off debts, you will have a little affection for melatonin while admiring it;
2. Scarce corporate philosophy and culture
A good and attractive enterprise concept can attract people's hearts and make people forget the price. As Rolls-Royce and Les said, we want to build the best car in the world, so Rolls-Royce luxury cars take this as their corporate philosophy. As the founder of Volkswagen said, we want every German citizen to get on the bus, so the Beetle appeared, and now the sales volume in China exceeds 30. 1 10,000; Although the doctrine no longer spreads, the way to get the highest premium in the end is to use doctrine to lead the hearts of consumers.
Temperament identity of building a high premium brand
The temperament of high premium brand is a scarce temperament. Just like BMW, it gives people a sense of chic and leisure. Nowadays, most ordinary people in this society are very tired, and chic and leisure are a scarce association and a yearning. Just like Pepsi gives people the feeling of fashion and excitement, because fashion and exciting life are actually scarce, and most people are still ordinary. Very cola is not only not very, but gives people a very rustic feeling, so naturally there is no brand premium; Look at Robust and Wahaha. Robust is exotic and elegant, while Wahaha is rustic, so Robust's brand premium ability is definitely higher than Wahaha's, because in China, exotic and elegant are scarce. If everyone becomes westernized, they can sell rustic brands at a premium, just as many cities now have local restaurants.
Create the identity of high premium brands
After all, the status of big brands and the image of leaders are scarce, and the general public will trust leaders. Therefore, as Haier's international strategy of "easy first and difficult later" boasted that "the products sell well in Germany and successfully landed in the United States, and Haier people all over the world wish the people of China a happy Spring Festival", it has effectively established the image of a world-class brand, and its premium capacity exceeds that of other domestic electrical appliances brands. Even if the product does not cover the whole country, as long as the financial resources can support it, it will vote for CCTV. As long as the brand appears in CCTV, it will immediately make the general audience think it is a big brand, and soon establish a high brand image, just like some brands in Fujian, such as Qipai, Li Lang, Ba Jin, Seven Wolves, Anta, Deyehui, Xtep, etc., all of which are such tactics, relying on CCTV to gain popularity quickly and establish the brand of a big brand. According to market research, in some small cities, the popularity of Anta is even higher than that of Reebok. Even in small cities, Reebok will be regarded as a liar because there is no advertisement for Reebok on CCTV.
Responsibility identification of building a high premium brand
Although responsibility is the basic responsibility of a person or even an enterprise, according to the current social situation, good responsibility has become a kind of scarcity, so when a brand spreads good responsibility to consumers or society, it will naturally establish the image of a high premium brand. For example, Reebok has been paying attention to shoemakers in the third world, such as McDonald's, which puts forward "reducing waste, reusing and recycling", such as regular charitable donations from some big companies, such as farmers. Just as some time ago, some media accused successful entrepreneurs in China of making little donations, in fact, if brands have more social responsibilities, consumers will be more likely to accept the premium of brands.
The growth and innovation identification of establishing high premium brands
The times are constantly improving. Any product that is scarce today may be popular tomorrow. Therefore, in order to build a high premium of the brand, we must make the product and brand image grow, sharp and energetic, unless it is a brand selling antiques, such as Qibaozhai. Just like Apple brand, Apple computer and ipod are the best and most innovative products for consumers, so the price of Apple computer is several times that of Lenovo and ipod is several times that of Patriot mp3. Just like Swatch watches, a simple plastic quartz watch not only has fashionable associations in consumers' psychology, but more importantly, its design is constantly combined with the trend of the times to innovate; Just like Changhong's "Jingxian" was launched, it immediately changed the rigid and declining image. Even if you don't have much innovation ability in products, you should let consumers realize that the brand is constantly growing and innovating in communication, such as "We have been working hard" in Aiduo vcd and "There is no best, only better" in Xinfei refrigerator. Only in this way can you create a brand premium. After all, growth and innovation are what most people don't have, are scarce and desirable.
Symbol recognition of building a high premium brand
Successful brand symbol identification planning is the basis of creating a strong brand and generating brand premium. Just like TCL color TV was called the trump card when it was put on the market, although it was also very imposing, it still felt that there was no international sense and no big brand. Later, TCL, as a brand name and logo, immediately gave people the feeling of an international brand, and Konka's Konka was also such a strategy. Just like haier redesigned the English label Haier not long ago, it is also to give consumers an international sense and the association of big brands.
The identification of the same audio trademark can also play this role. At that time, Toshiba taught the Chinese people the first lesson, and now Konka has also learned that "it is Konka" and "Huiyuan-Juice" use sound to give consumers an association of big brands, because it was seldom used to convey brands before and now, and it is also a scarce association for consumers. When everyone uses sound to spread, this means is useless.
The same is true of brand names, such as Honda, Honda, Sony and Panasonic, which will have a beautiful natural association with consumers in pronunciation and immediately give people the feeling of a natural international brand, because this beautiful natural association is scarce. When scarcity no longer exists, we should also look for new scarcity. Just like a few years ago, many clothing brands liked a foreign name, but when everyone named a foreign name, the pure China name became scarce, which can make consumers shine in the communication.
Third, insist.
It takes a long time to really carve the brand core value into people's brains, so you must stick to it, as long as you stick to your brand core value and let the overall value activities of the enterprise revolve around this theme. Persistence, persistence and persistence will definitely create a brand with high premium. And 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 ideals and beliefs. People are like this, and so are corporate brands. Persistence will lead to success, and the world will trust and admire people and brands who insist.
The road ahead is long, the time is short and long, and people will be impetuous and hesitant because of the opportunity cost. Be a person, an enterprise and a brand. As long as you are really confident and persistent, find the gold mine that your brand is scarce in the eyes of consumers and stick to it, the gold mine in your consciousness will one day become a real gold mine in reality.