The earthquake itself is a powerful brand, and it is well-known for its powerful destructive products, which makes people all over the world tremble with fear. The reputation of the earthquake brand is negative and people reject it. We can do many positive things behind its destructiveness, and use the negative side of the earthquake to positively accumulate the reputation of our brand.
the formation of reputation comes from the functional value of products, and the benefits of product functions to consumers, supplemented by appropriate prices, that is, high-quality cost performance, will establish a reputation in their hearts after satisfying customers. Because of the accumulation of reputation, users will be proud of their use of the product, resulting in a psychological premium. They will be free propagandists and will actively spread word of mouth and recommend purchases.
at the stage where there is a surplus of commodities and commodities can be seen everywhere, it can no longer meet the needs of manufacturers to gradually build the reputation of brands by relying solely on the functional value of products. What manufacturers hope is that they can quickly build their own brand reputation, which requires other means to speed up this accumulation and dissemination. So there have been various awards and trophies, various events and marketing from EMKT.com.cn, and various stories about brands.
Awards, events and stories have become the main ways to shape brand reputation.
1. Awards
So awards, trophies and standards appeared, which was a prosperous scene in previous years. Why? First, it is at least set up and selected by a social group, which is higher than personal knowledge and cognition, and three stinky skins will top one Zhuge Liang; Second, the organizer must be spreading a theme, which must also have a sense of social responsibility and social expectations; Third, consumers or ordinary people's trust in associations, institutions and the government will definitely not change no matter what country or region. People always trust and support the government, and people are willing to make decisions for themselves. Fourth, it represents the commitment of institutions and governments to people. Here, it mainly refers to various standards. Standards are the threshold, which is the minimum guarantee for safeguarding people's interests. Fifth, the trophy itself comes with a certain exposure rate.
So we can see China well-known trademarks, China famous brands, ISO-9, HACCP, GMP, Spark Award, Science and Technology Award, consumers' favorite brands and most potential brands. . . . . . There have been countless awards. Because the threshold is different and the grade is different, the manufacturer feels that it is still not enough. Brand-making enterprises have their own plans to win trophies and pass standards every year, and each enterprise is passing the standards stipulated by the government as much as possible.
second, event marketing
event marketing, or event quarrels, is called trouble-making marketing by marketers. But this is nothing to look for, let us see more than N classic cases. The far cases are: Citizen Australia fell to fame and Maotai won the gold medal; In recent cases, Wuhan Wildlife Park smashed a big rush, and the boss of a paint company in Beijing drank paint himself. . . . . . Let the planner fall in love with this marketing method and publish a book; It also makes enterprises begin to be willing to throw a lot of money for nothing. Why?
from the perspective of communication, the wider and deeper the event marketing communication is. In today's situation where advertisements are everywhere and the media can be seen everywhere, if you want to attract consumers' attention, you have to do something about it. People pay attention to change, news, excitement and refreshment, and event marketing just has these characteristics. The media is influenced by economics. Wherever there is a focus, the media will focus on it. Thus formed, consumers' curiosity+consumers' willingness to know+media focus, and efficient communication occurred.
from the marketing point of view, event marketing can occupy consumers' hearts in a short time. Consumer decision-making affects consumer behavior, and consumer behavior guides consumer intention. How is the consumption decision affected? In addition to the ability to pay, it is mainly the psychological needs and satisfaction of consumers. The market is not materialized terminals and counters, but individual consumers. To occupy the market is not only to occupy the counters of shopping malls and terminals, but also to occupy the brains of consumers. Event marketing automatically occupies consumers' brain space by satisfying consumers' curiosity and accepting information.
There are many ways of event marketing, and some domestic marketing scholars have given some effective methods, such as performance art, digging black holes, starting with standards and authority, finding fault with the media, and magnifying the product differences with a magnifying glass.
Third, telling stories
Stories are not documentary, so they are illusory and fabricated. Since they are carefully carved afterwards, they have their own purposes, attracting people and meeting the needs of readers in an illusory space. Generally, we can see that the story has an attractive title, a ups and downs story structure and an unfinished ending.
In the face of stories, almost no one has resistance, so telling stories naturally becomes an important way to make brands. Enterprises combine brands, products and stories, spread the historical and functional values of brands in stories, let consumers know more about brands and products through stories, and build a psychological value library of brands in consumers' psychology. In the future, stories and new stories will be continuously spread, and water will be continuously stored in the original psychological value library. The more urgent and deeper the water is, the greater the energy it contains, and the stronger the ability of epidemic prevention and immunity.
storytelling is a kind of subtle communication, which unconsciously makes consumers accept the brand and establish a good impression on it. Improving the reputation of the brand and telling stories have unique effects.
Tell history, and make consumers feel that the brand has a long history. A brand that has been baptized and precipitated through years is a trustworthy brand, and its goodwill will add one point;
When it comes to culture, culture itself is the essence of human beings, and brands are related to culture. Consumers feel that they are the inheritors of this culture, and their goodwill will increase by one point;
Telling a scene is more of an ancient scene or a scene of a historical celebrity, which can make consumers associate and fantasize that they are the protagonist in the story, and their psychological satisfaction will increase by one point;
When telling the result, the result of the story often ends with victory and satisfaction, so that consumers can appreciate the story itself and satisfy their illusory wishes. Just like hypnosis, they can sleep quietly through the fantasy of the story and the picture, and their psychological satisfaction will increase by one point.
Speaking of feelings, that's the complicated feeling that the story brings to consumers. I hope I will stay drunk for a long time, and consumers are willing to own this product immediately. This product has brought him confidence and glory, and a good psychological impression has been established.
the above three ways are the three magic weapons to build brand reputation at present. The accumulation of brand reputation is a long-term process, which needs to be constantly added to it in actual operation. Through a long period of time, the brand and the core value of products are quietly implanted in the hearts of consumers, thus forming a good brand reputation in the minds of consumers.