In the initial stage when famous brand creation generates benefits, the supply of famous brand products exceeds demand, the economic benefits are good, the market prospects are bright, and human, financial, material, technological and other resources are easy to mobilize. We must be good at combining the production effects of famous brands with capital operations. Combined, expand famous brand production and pursue greater capital appreciation.
When famous brands greatly increase the company's value-added profit capabilities and profits, the strategic focus of the famous brand strategy should shift from creating famous brands to spreading famous brands, so as to solve the problem of the diffusion effect of "after famous brands", that is, the problem of famous brand multiplier effect. . Since corresponding capital has been invested in expanding the production of famous brands, the capital operation of "after famous brands" should not and does not need to invest in fixed asset construction to avoid excessive increase in existing assets. Instead, profits should be mainly invested in the development of new famous brand products or development Famous brand series, use enough famous brand effect to maximize the famous brand effect. Famous brands are a symbol and a symbol of high quality. After paying a high price to purchase famous brand products, you can get the relevant guarantee of quality. Such a basic understanding of brand-name clothing is only an understanding of simple product quality, and cannot be regarded as a true understanding of brand names.
Famous brand clothing should not only guarantee high-quality goods, but also be a symbol of status, a display of personality, and an expression of the wearer's personal accomplishments and interests.
For some consumers, the brand is more important than the product. There are always people who are stubborn and unwilling to remove the trademarks on suit cuffs and always like to use some brand-name clothing packaging bags to carry things. . No matter what others say about this kind of behavior of buying a casket for a pearl, there is another way to understand the meaning of the existence of a symbolic trademark, that is, a famous brand.
After a trademark worth only a few dollars is tacked onto the collar and cuffs, people follow and blindly follow it like butterflies and flowers. This also proves that the importance of the brand exceeds the product itself. So what exactly is a brand, and why is it so attractive?
The birth of brand clothing was first designed for specific consumer groups. These consumers can find clothing that matches their identity and wearing occasions among many products, thus simplifying their purchasing behavior. When consumers determine that a brand is suitable for them to wear, they will have a soft spot for it as if it were their own, and thus they will have emotional support for this recognized brand. Therefore, the true meaning of a brand’s existence is The existence of an emotion is at least a form that can stimulate people's emotions.
First of all, brand clothing is the painstaking work of its designer. It is the designer's proud work after in-depth understanding of its specific consumer groups and combined with fashion trends. It embodies a human interpretation of beauty and Understand that here it is presented as a work, which is different from simple commodities in connotation.
Secondly, in addition to appearance and intrinsic quality, famous brand clothing often also has some tangible and intangible cultural connotations, such as the romantic Parisian sentiment exuded by Balenciaga "Saint Laurent", "Issey Miyake", The oriental charm of "Takada Ranzo", the Italian fine craftsmanship of "Valentino" and "Fan Enzhe" and other cultural parts that contain many cultural colors all attract people's yearning and pursuit of famous brands. This pursuit of consciousness is also an emotional yearning for people.
Of course, after having these parts of famous brand clothing, famous stores, famous factories, celebrities and other types of participation are completed. Famous factories ensure that high-quality products are released, famous stores eliminate people’s doubts when shopping, and the use of celebrities can increase Its credibility, and the existence of these three can also help people to eliminate misunderstandings about famous brands, increase their credibility emotionally, and help determine their personality and taste.
A good brand existence is indispensable to the above parts. In particular, the existence of famous brands as a kind of emotional significance is something that many domestic clothing companies are less aware of. We hope that domestic companies that operate brands will pay attention to it and move towards famous brands. Two cigarette factories once had a long-term dispute over the registration rights of a trademark. In the end, one party paid the other one million yuan to obtain the trademark.
In a specific environment and time, how much power a certain trademark has can be weighed by everyone based on their own experience. The prominence of "Maotai" and the dazzling "Phoenix" have caused many criminals to go to the Gougou fly camp to rack their brains. The resellers make huge profits, while the counterfeiters make money out of thin air. The trademarks of cigarettes are, if not worse than, absolutely unavoidable. For foreign brands and Chinese brands, many people claim to "only smoke this brand." Smoking this brand is a pursuit that many smokers recognize in their hearts.
The brand effect is a problem that everyone is familiar with. In all kinds of consumption, there are countless brands that are dazzling, and famous brands stand tall and tall among them. It is not easy to create a famous brand, and it is also expected to make a lot of money based on the famous brand. It should be said that if manufacturers all work hard in this way, economic development will not be a problem.
In the trend of pursuing famous brands, famous brand cigarettes have psychologically satisfied people many times. For smokers, in comparison, in terms of the frequency of exposure to various commodities, cigarettes are the highest; in terms of the cost of obtaining famous brands, cigarettes are very low. It goes without saying that people with higher incomes use cigarettes as a daily necessity, but it is also common for people with lower incomes to put out a few boxes of famous brand cigarettes when welcoming relatives and friends, or celebrating holidays. The enjoyment of famous brands is completely different. This reminds people of when foreign brand-name cigarettes first entered the Chinese market. Many smokers felt lucky to smoke first. In many remote and poor areas, some people even smoked this "foreign guy" with awe. Time often creates a huge contrast between the beginning and development of many things. Once a famous brand has established its foothold, it may last for a long time. The triangular "cloud" formed by stacking cigarette packs on the ground when I was a teenager can be worth five. 10. After decades, people who no longer smoke paper cigarettes still have a deep impression of "Yunyan" as high-end and valuable. For every smoker, "Greater China", "Yunyan" and "Hongtashan" not only represent a kind of fragrance, a kind of taste and a kind of strength; they also represent a kind of taste, a kind of satisfaction and even a kind of energy. Kind of remembrance.
Cigarette factories that own one to several local famous brands are almost all big tax and profit holders; cigarette factories that own one to several national famous brands are definitely big tax and profit holders. If you create a famous brand, it is possible to revitalize or The reason why it is so powerful to save a business is that the famous brand is appreciated by the public. Anything that is appreciated by the public has great power, which of course includes smoking famous brand cigarettes. A box of Yunnan cigarettes came in through the wind and snow at a canteen with wooden walls in the ice and snow of the Northeast. Several cigarette stalls built with arbors made of Hainan coconut leaves sold Yunnan cigarettes under the scorching sun. Famous brand cigarettes have long been pervasive in China. This reflects In the past, it also promoted people's craze for pursuing brand-name cigarettes. Consumption behavior inherently has a "pull effect."