Brand core value is the main body and essence of the brand, which represents the most central and timeless element of a brand, and enables consumers to clearly and clearly understand the interests and personality of the brand.

A product is divided into three levels from the brand perspective:

1. Physical attributes. Mainly the physical efficacy and use value of the product. For example, a Parker pen can write words. 2. Sensory experience. If the good feeling for the physical properties of a product continues to rise, it will rise to the level of sensory experience. For example, a Parker pen is beautifully shaped and writes smoothly. 3. Emotional expression. When the sensory experience of a product rises to a certain height, it will form emotional expression. People often express their opinions on life, express their feelings and seek spiritual sustenance by using a certain brand of products. For example, using a Parker pen can reflect? High quality, aristocratic? .

the connotation of brand core value lies in the third level, that is, emotional expression. Today, with the increasing homogenization of products, the probability of defeating competitors through the physical properties of products is getting smaller and smaller, and people tend to pay more attention to the transmission of emotions and the symbol of identity when choosing brands. Therefore, the brand sells products, but also sells spirit and culture. The core value of the brand just brings lifeless products to the spiritual and emotional world of flesh and blood and gives life to the products.

principles of refining brand core value

(1) Brand core value should have distinct personality

Just as a unique person will leave a deep impression on people, the more distinct the personality of brand core value, the more deeply rooted it will be in people's hearts.

in today's diversified society, people's preferences are different, and consumption is becoming more and more personalized. No brand can be a one-size-fits-all product? Tiger balm? . Lack of individuality and similar brand core values will make consumers regard brands that enter the market later as? Imitation show? , so that the brand will soon be submerged in the vast ocean of brands. Only the highly differentiated and distinctive brand core values can shine and attract consumers' attention at low cost.

coca-cola? Optimistic? , BMW? The pleasure of driving? , Volvo? Safe? Avon's? Women's confidants? Haier's? Sincerity? , Hisense? Innovation? , Nongfu Spring? Source running water? , Jin Liufu? The core values of those powerful brands of Fu Culture are all distinctive and full of life.

on the contrary, hongtashan, a well-known domestic brand, is its? Behind the scenes, hongta group? The slogan seems to express a kind of? Modesty and comity? However, in its advertising screen, the rushing Yellow River and the majestic Great Wall seem to want to interpret a kind of grandeur, which is confusing. The original core spirit of Dahongying? The spirit of the new era? The concept was too vague, and then it was repositioned? The spirit of victory? Only then can the brand concept be clear. In 2, the relevant agencies conducted a brand equity survey of the five major color TV brands, and found that consumers' brand associations with the top three brands were almost surprisingly consistent. The vague and similar personality of the brand is hard to leave a deep imprint on consumers' hearts.

in fact, it is not difficult to extract highly different and distinctive brand core values by penetrating consumers' hearts and exerting creative thinking. For example: this century's wine? This life is predestined friends, this life has no regrets? It is refreshing in the strong liquor market. In the case that the market of blood-enriching health care products tends to be mature, Xueer will take? Does the blood-enriching effect last longer? Different from market pioneers Park Xue and hearts K? Is it quick to replenish blood? , just kill a way out.

(2) The core value of a brand should be able to strike a chord with consumers

Only when the core value of a brand is close to the hearts of consumers can it strike a chord with consumers and make them like it. Therefore, to refine the core value of the brand, we must try to understand the inner world of consumers, their values, aesthetics, preferences, desires and so on.

For example, Lux soap entered the market in 1986, and Shufujia entered the market in 1992. However, Shufujia came from behind and became the dominant player in the soap market today, with a market share of 41.95%, while Lux came second with a market share of 36.8%.

As for brand owners, behind Lux is Unilever, ranked 54th in the global 5, and behind Shufujia is Procter & Gamble, ranked 75th in the global 5. On brand promotion and product packaging, Lux has been asking international movie stars to perform it for more than 7 years. Moisturizing and noble? The core value of the brand, crystal products, bright packaging. Shu Fujia asked the housewife to convey her? Sterilization? The core value of the brand, the product color is gloomy and lacks aesthetic feeling; On the persistence of brand communication, both sides are brand experts and have been spreading marketing around their own brand core values for many years; On product quality, Lux is fragrant and smooth. Although Shu Fujia? Sterilization? But experts all know that an ordinary daily chemical factory in China can also produce products with this function.

after in-depth research, people discovered that Lux's? Moisturizing and noble? Not as good as comfortable skin? Sterilization? Close to the hearts of consumers, this is the main reason for its defeat. Lux's Moisturize? It's good, but many other soaps also have this function, but it's good for skin? Sterilization? It is very important, because sterilization is a matter of health!

from this example, we can easily see how important it is to gain insight into the inner world of consumers!

(3) The brand core value should be inclusive

When establishing the brand core value, we should also consider its inclusiveness. If with the development of the enterprise, the brand needs to be extended, and it is found that the original brand core value can not accommodate new products, and then it will be a huge waste to transform it.

inclusiveness is reflected in both space and time. In terms of space, if the brand expands other types of products or operates across industries in the future, it should embed the brand extension pipeline, and the brand core value should be available for a variety of products. Like Haier's? Sincerity? Can accommodate many products. In terms of time, it should be considered that it can last for a hundred years without falling behind, such as Coca-Cola's? Optimistic? A hundred years is not out of date.

the tolerance of brand core value should be determined according to the business strategy of the enterprise. What if the brand of the enterprise develops a single product, and the product wants to highlight the function? Selling point? So as to occupy the market segment, the brand core value tolerance should be small, such as Shufujia? Sterilization? , Xia Shilian? Chinese medicine nourishes? . If the product is a product that embodies identity or expresses emotion, or the brand will extend a variety of products in the future, the brand core value should be tolerant, such as Marlboro's? Masculine and heroic? , Neptune? Health makes the future? . The maintenance of brand core value should have extraordinary strength. Persistently maintaining the core value of the brand has become the secret of many international first-class brands to create a century-old gold-lettered license.

once the core value of the brand is determined, it should be determined by dripping water! "Persevere in maintaining it. All marketing communication activities of an enterprise, from product research and development, price, packaging, advertising, public relations, sponsorship and promotion to news hype, soft-text publicity, market vividness and after-sales service, should be interpreted around the core values of the brand? , insist that Qingshan does not relax? , unmoved by the wind and rain. This means that every marketing activity and every advertising communication fee of the enterprise are on the same track of brand core value, which deepens consumers' memory and cognition of the brand! Are contributing to brand building.

brand core values should be adhered to vertically and horizontally. Horizontal persistence: In the same period, the marketing communication activities such as product packaging, price, advertising, public relations, promotion and market vividness should focus on the same theme and unified image. Vertical persistence: 1 year, 2 years, 1 years ..... Different expression themes and images of brands in different periods should revolve around the same brand core value.

a brand that constantly promotes mediocre advertisements but has the same theme is much more likely to succeed than a brand that often has wonderful advertisements but the theme is upside down. Many practices have proved this.

century-old brilliant? Coca cola? Since 1886, more than 1 advertisements have been used, and the characters and plots have also changed, but their deductive? Optimistic and brave to face difficulties? The core value of has not changed for a hundred years. ? Marlboro? Interpret it? Masculine and heroic? It has been 5 years, and Lux has invited international movie stars to perform? Moisturizing and noble? The image is also 7 years old? ........

On the other hand, many brands in our country are constantly changing their advertising themes. For example:? Rising sun? Iced tea, the original advertisement is twins, interpretation? Fly higher and higher? The theme, and later a cheerful scene of a group of young people, expressed? A good mood and a good taste? Then there was the scene of Andy Lau dancing with a woman at the ball. Another example: the slogan of Confucian family wine? Confucius' family wine makes people homesick? It was originally well interpreted? Family culture? The idea, but later for a period of time? Confucian culture? As a brand core value promotion. Another example: national brands? Very cola? What is the starting slogan? People's coke And later said? Young without failure? And this seems to be related to Pepsi? A new generation of choices? Similar ... similar to the phenomenon that the theme of this advertisement appeals for a trip to heaven! Often dilute the brand value.

the maintenance of brand core value should be reflected not only in the means of communication such as advertising, but also in the marketing strategies such as product function, packaging, price and humanized service.

for example: Haier's? International star service? Expressing? Sincere forever? . Every car of BMW is light and spiritual in shape, which is interpreted? The pleasure of driving? . Rolls-royce has always used hand-made technology, which embodies? Mounts of the royal nobility? . On the contrary: What is Konka's brand core value? Fashion life, high technology and modernity? Konka is the first enterprise in the domestic color TV industry to win an award at the Global Consumer Electronics Show in Las Vegas. It has technical advantages, but it does not have cost advantages. However, in the face of fierce price reduction attacks by competitors such as Changhong, it lost its footing and started a price war, resulting in a fiasco in 2. Haier, on the other hand, stood still, and its product price was always higher than that of its competitors, but it made huge profits.

The main reasons for many domestic brands' core values are: on the one hand, many enterprises have not deeply realized the importance of brand core values, and marketing communication is often affected by the market environment, thus deviating from the track of core values. On the other hand, enterprises frequently change advertising companies, and in order to show their superior skills or make more profits, advertising companies often plan and publicize in their own way, and there is no unified main line, so that the theme of advertising appeals to the world.