(1) Brand-the embodiment of the core value of a product or enterprise
Brand-the tool for consumers or users to remember goods should not only sell the goods to the target consumers or users, but also make consumers or users feel good about the goods through use, so as to repeat purchases, constantly publicize them, form brand loyalty, and make consumers or users repeat purchases. Consumers or users form satisfaction through the brand and the use of branded products, and they will form consumption experiences around the brand and store them in memory, which will form a basis for future consumption decisions. Some enterprises have set up a good image for their own brands, endowed them with good feelings, or represented certain cultures, so that brands and branded products have formed good memories in the minds of consumers or users, such as McDonald's. People will feel an American culture and fast food culture for this brand, associate it with a quality, standard and hygiene, and can also arouse children's happy memories in McDonald's restaurants by the brand.
(2) Brand-the discriminator for identifying goods
Brand is established to identify a seller's products or services due to the needs of competition. Brand design should be unique, with distinctive personality characteristics, brand patterns, words and other differences from competitors, representing the characteristics of the enterprise. At the same time, different brands represent different products with different forms, different quality and different services, which can provide reference for consumers or users to buy and use. Through brands, people can recognize products and choose to buy according to brands. For example, when people buy cars: Mercedes-Benz, Volvo, Santana, Mitino and Engel, each brand represents different product characteristics, different cultural backgrounds, different design concepts and different psychological goals, so consumers and users can choose according to their own needs.
(3) Brand-guarantee of quality and reputation
The purpose of designing, establishing and cultivating a brand is to hope that this brand can become a famous brand, so it makes efforts on product quality and after-sales service. At the same time, brands represent enterprises, and enterprises must work hard on product quality from the perspective of long-term development. Especially brand-name products, brand-name enterprises, and brands, especially well-known brands, represent the quality grade of a class of products and the reputation of enterprises. For example, "Haier", as a home appliance brand, people will think of the high quality of Haier's home appliances, Haier's excellent after-sales service and Haier's moving picture of thinking for consumers and users. Another example is the humanized design of Nike, a world-famous brand of sports shoes. High-tech raw materials and high-quality products are widely seen by people. "Nike" represents the reputation of an enterprise and the quality of its products-the weapon of enterprise competition
Building a brand and creating a famous brand are the knowledge gradually formed by enterprises under the conditions of market competition. People hope to distinguish products and enterprises more through brands, form brand follow-up through brands and expand the market through brands. The establishment of brand and the formation of famous brand can help enterprises achieve the above goals and make brands a powerful competitive weapon for enterprises. The appearance of brands, especially famous brands, makes users form a certain degree of loyalty, trust and follow-up, which gives enterprises a backing foundation in competition with rivals. Brands can also use their market expansion ability to drive enterprises to enter new markets; Drive new products into the market; Brands can use the ability of brand capital operation to expand their enterprises through certain forms such as franchising and contract management.
(4) brand-the "cash cow" of an enterprise
The brand wins by quality, and the brand often has cultural and emotional connotations, so the brand adds added value to the product. At the same time, the brand has a certain degree of trust and follow-up, and enterprises can set relatively high prices for the brand and obtain higher profits. The well-known brands in the brand are the most prominent in this respect, such as Haier household appliances, whose prices are generally higher than those of the same products; Nike sneakers are several hundred yuan higher than the equivalent Li Ning sneakers and Anta sneakers. On the other hand, we can take a look at the example of Coca-Cola, a famous beverage company. In 1999, the total sales of Coca-Cola Company was 9 billion US dollars, and its profit was 3% and 27 US dollars. Excluding 5% of the profits brought by asset investment, the remaining 2.25 billion US dollars were all high profits brought by brands, which shows that brands, especially famous brands, have brought great benefits to enterprises, and brands, as intangible assets, have been recognized by people.
(5) brand-selling more expensive+selling more, driving business, that is, "business-oriented brand management".
the role and significance of brand in marketing
(1) the primary function of brand is to facilitate consumers to choose products and shorten the purchase decision-making process of consumers.
choosing a well-known brand is undoubtedly a convenient, reliable and risk-reducing method for consumers.
especially in the field of mass consumer goods, there are generally more than a dozen or even dozens of brands that consumers can choose from for similar products. Faced with so many providers of goods and services, consumers cannot make an accurate judgment by comparing the products and services themselves. At this time, the "perceived risk" (that is, the psychological risk that may have adverse consequences) of the product appears in the process of consumers' purchase decision. The size of this "perceived risk" depends on the value of the product, the uncertainty of product performance and the self-confidence of consumers. In order to avoid risks, consumers often prefer products with well-known brands to strengthen their confidence in buying. Brand is the symbol of products in the eyes of consumers, which represents the quality and characteristics of products, and at the same time it is the code name of enterprises, which means the management expertise and management level of enterprises. Therefore, the brand shortens the consumer's purchase decision-making process.
(2) creating a strong brand can enable enterprises to enjoy a higher profit margin.
in the traditional market competition, when consumers form a distinct brand concept, the price difference will become secondary. This situation is even more obvious when different brands are given special personalities.
According to a survey, the average profit rate of the market leader brand is four times that of the second brand, and it is as high as six times in Britain. The high profit margin of strong brands plays an important role, especially under the conditions of market depression or price reduction competition. In fact, this advantage not only benefits from what we usually think of as economies of scale, but more importantly comes from consumers' recognition of the value of the brand products, that is, the recognition of price differences.
(3) A brand can transcend the product life cycle and is an intangible asset.
due to the change of demand and the promotion of competition, except for a few products, most products will not be accepted by consumers for a long time. Generally speaking, products have a life cycle, which will go through the whole process from being put on the market to being eliminated from the market, including four stages: input, growth, maturity and decline.
but the brand is different, and it may exceed the life cycle. Once a brand has a large number of loyal customers, its leading position can last for a long time, even if its products have been improved and replaced. Boston Consulting Group studied the market leading brands in 3 categories of products, and found that "27 of the 3 leading brands in 1929 still ranked first in the market in l988. Among these classic brands are ivory soap, Campbell soup and gold medal flour. " Like some famous overseas brands we are familiar with, they also have a long history. Such as Gillette (started in 1895), Marlboro (started in l924), Coca-Cola (started in 1886) and Nestle (started in 1938). Similarly, many time-honored brands in China still have brand advantages in today's market competition, such as Tong Ren Tang.
thus, the concept of brand is much broader than the product itself. It can be adjusted with the change of the market. As long as it can keep up with the change of the market and the progress of consumption, the brand can last for a long time by improving or innovating products and keeping the brand personality consistent.
It is precisely because the brand can transcend the life cycle that the brand gradually develops from being attached to the product at the beginning to being relatively independent from the specific product, and enables consumers to accumulate their recognition and preference for it for a long time, thus making it possible for the brand to be an intangible asset. It can also participate in market transactions as a commodity.
Moreover, the relative independence of brand and product leads to the appearance of brand extension. The same brand has many kinds of products, and the brand has become the core of the product. For example, when Wahaha produced children's nutrient solution, the brand name was only a part of the product, but up to now, Wahaha brand has undoubtedly become the commander-in-chief of enterprise products.
Products have the value of products, and brands have the value of brands
Enterprises make products or services, and products have the value of products; To be a brand, a brand also has brand value. Products can be sold, and brands can also be sold. When consumers buy a product, they get the benefits of the product, while if they buy something with brand value, they will get the benefits of brand value. If a brand can't bring benefits to consumers, it can't be sold. Why should we shape what can't be sold? Just make more products and sell their benefits. Therefore, since we want to build a brand, the brand must have its own value. Its individual value satisfaction is different from product satisfaction, and the product meets the needs of consumers' interests. Although brand satisfaction also has demand, it is more of a desire.
desire is what you want in your heart, and consumers will spend money to satisfy their desires, which is what brands bring to consumers. What the brand brings to consumers is an emotional value of spiritual needs, and this value is also a benefit.
Brand is actually the crowd emotion of product concept docking
We should clarify the brand concept: brand is actually the emotional demand of consumer groups corresponding to product concept. The product brand created by the enterprise should be the concrete embodiment of the emotional value of the corresponding consumers. For example, young girls like Chris Lee in "Super Girl" now, which just shows that the brand elements such as temperament, habit and behavior of Chris Lee, a "product", meet the emotional needs of these girls, which produces value, which is the emotional needs of the group corresponding to Chris Lee, not her own needs. Therefore, the brand is something that satisfies the emotional value of consumers corresponding to the product, not the trademark of the enterprise product, its own packaging or product concept. Now many people have misunderstandings in this respect. It is understandable that enterprises have misunderstandings, because China enterprises are just beginning to figure out how to shape their own brands. However, it is too wrong for some experts to have such problems. These experts want to guide enterprises to make brands, and they are not vague at all.
brands are not made by themselves
Now many media have opened up brand columns, and some entrepreneurs and experts have been asked to talk about brands, but all of them have turned a corner. The host of the media didn't know the brand, and finally it became that we wanted to make a big brand, as if we could make a brand like an atomic bomb. Actually, the brand can't be made by itself, it must be recognized by consumers. This recognized value is composed of many elements, and it takes time, because it is not a simple value recognition of interests, and it is also the psychological and emotional value recognition of others by means of public relations-public relations.
Simple benefit identification is not brand value
No consumer says that the brand of an enterprise will only consume if it corresponds to its psychological and emotional value, and goodwill is only a part of emotional value, and it is necessary to accumulate more emotional value to achieve the overall brand identification. Simple benefit identification is use value and consumers' need for product benefits. The need for brand interests is the emotional demand and desire demand in the social environment. All these enterprises have to think about how to do it. If we simply say that the brand is an express train to internationalization, what will happen to the brand of the enterprise when it gets on this train? This is too superficial. This is totally different. Therefore, unclear brand concept is a common phenomenon in the whole China market.
The true meaning of brand
The true meaning of shaping a brand is not only that enterprises can obtain greater economic benefits through the brand, but also its social benefits are far-reaching, such as solving the employment problem, increasing national taxes, and stimulating consumption waiting ...
This brand packaging must be done, so that enterprises can develop better!