We should make the brand concept clear: the brand is actually the emotional demand of the consumer group corresponding to the 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.
after understanding the meaning of the brand, we will talk about its role in the enterprise.
The brand has four major functions: 1. The function of * * * By registering patents and trademarks, the brand can be protected by law to prevent others from damaging the brand's reputation or illegally stealing the brand. Second, the value-added functional brand is an intangible asset of the enterprise, and its characteristics such as value, personality and quality can bring important value to the product. Even if the same product is labeled with different brand logos, it will produce a disparity in price. Third, image-building functional brands are the cornerstones for enterprises to build their image, popularity and reputation. Today, with the homogenization of products, they give enterprises and products many special meanings such as individuality and culture. On average, the cost of winning a new customer is six times that of keeping an existing customer, while brands can effectively reduce the cost of publicity and new product development by establishing brand preferences with customers.
I understand her role in the enterprise, and now we need to understand its role in consumers.
it has five functions for consumers. First, identifying functional brands can help consumers identify the basic elements of brands, such as manufacturers and places of origin, thus distinguishing them from similar products. Second, the shopping guide function brand can help consumers find the products they need quickly, thus reducing the time and energy spent by consumers in the search process. 3. The function of reducing the purchase risk. Consumers want to buy their own satisfactory products, and at the same time, they hope to get the approval of the people around them. Choosing a reputable brand can help reduce mental risk and money risk. Fourth, the contractual function brand is the guarantee to provide consumers with stable and high-quality products and services, while consumers repay manufacturers with long-term loyal purchases, and the two sides finally form a contractual relationship of mutual trust through the brand. The last item is the function of personality display. After years of development, brands can accumulate unique personality and rich connotations, and consumers can show themselves by buying brands that match their personality temperament.
I don't know what kind of business you are engaged in, so I can only say so much. . . . . I hope I can help you. . . .
question 2: what role does the brand play in the enterprise? The representative of the image
For example, when Nokia
mentions that its quality is absolutely assured
distinguishes the source of goods or services
establishes its own loyal consumer group
improves the profit of enterprise goods or services
wins more brand profits
attacks competitors, etc.
The above information is provided by Beijing Jundu Intellectual Property Office. For reference only
For more information about intellectual property, please refer to Beijing Jundu website
Beijing Jundu Intellectual Property Office, which is a domestic focus on a series of intellectual property services, including trademark registration, patent and litigation consultation, copyright registration, customs filing, author/well-known trademark identification, brand dynamic monitoring, enterprise intellectual property overall planning, intellectual property industry application, brand strategic design planning, brand strategic management research, trademark repository and brand strategic information database construction.
question 3: what is the significance of brand building for enterprises? Let's learn about brand building first. Brand building refers to the behavior and efforts of brand owners to design, publicize and maintain their brands. What is the significance of brand building for enterprises? Many entrepreneurs and friends will think that for enterprises, products are the most important, and others are secondary, including brands! Of course, having good products is the foundation of enterprise development, but an enterprise without a brand is like losing its soul. Without the support of brand, it is difficult for enterprises to break through the bottleneck of development! Why? Let's take a look! Brand is an intangible asset, which can bring benefits to enterprises far beyond itself, and its purpose is to identify the products of a seller or a group of sellers! With the development of the market and the enhancement of consumers' brand awareness, the role of brand and its influence on enterprises are immeasurable. With the support of brands, enterprises can use brands to stimulate the value of products. Besides, in the current product market, there is no competitiveness without a brand, and there is no foothold in the market without competitiveness. Brand has become the main source and survival foundation of enterprise profits, and it is also the source of power for market innovation. Therefore, how important it is to build your own brand! How to build the brand? Brand building includes brand positioning, brand planning, brand image, brand expansion and so on. Secondly, the construction of enterprise brand should be based on honesty, product quality and product characteristics as the core, in order to cultivate consumers' reputation awareness, and the products of enterprises can have market share and economic benefits. It can be seen that brand building is a big project, and the success or failure of this project is related to the future of this enterprise! So if we want to be a brand, where can we find a brand building company? What kind of brand building company is suitable for us? We Guangzhou Huaxi Enterprise Management Consulting Co., Ltd. can help you solve this problem. We can establish a brand document according to your company's situation, let our brand consulting experts help you analyze it and introduce a brand building team to you! If you need in-house training, well, we can invite someone to help you train and improve the brand awareness and cohesion of employees! About "",I'll share it here today. Guangzhou Huaxi Enterprise Management Consulting Co., Ltd. hopes the above contents will help you!
question 4: what is the real meaning of brand? Editor's Note: In fact, the most common thing in people's lives is not the tree, nor the road, but the brand. It can be said that nothing in our daily life can be separated from the brand, so what is the meaning of the brand? What exactly is a brand? This proposition attracts countless elites to think and seek. There are countless definitions of brand, and it is true that different people have different opinions. Comparing and analyzing the definitions of various brands, it is actually an editor's note: in fact, the most common thing in people's lives is not the tree, nor the road, but the brand. It can be said that nothing in our daily life can be separated from the brand, so what is the meaning of the brand? What exactly is a brand? This proposition attracts countless elites to think and seek. There are countless definitions of brand, and it is true that different people have different opinions. Comparing and analyzing the definitions of various brands, it is found that in fact, many so-called authoritative people's views are only from a certain angle, just like "blind people touch the elephant", and it is difficult to understand the origin of the brand. I. popular definitions the AMA defines brands as follows: a name, $ TERM, sign, symbol, or design, or a bination of them which is intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of Petitors. (AMA, 196) Brand is a kind of name, term, mark, symbol or design, or their combined application. Its purpose is to identify the products or services of a seller or a group of sellers and distinguish them from those of competitors. Because of the authority of AMA, this definition is adopted by most people, even Philip, a master of marketing academia. Kotler also used it in his works. In fact, it is only from the "physical characteristics" of the brand, and the essence is the definition of the trademark. David, the founder of Ogilvy? In 1955, Ogilvy expounded the definition of brand as follows: the intangible sum of a product/s attributes, its name, packaging, and price, its history, its reproduction, And the way it/s advertised. Brand is a complicated symbol, which is the intangible sum of brand attributes, name, packaging, price, history, reputation and advertising methods. Walter? Walter Landor, one of the great figures in the history of advertising, once said: Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a margin of fact and quality. In short, a brand is a promise. By identifying and appraising a product or service, it expresses a guarantee of quality and satisfaction. David? David Aaker is also a great figure in the history of advertising. In the book Building a Strong Brand, He proposed that a brand is a "spiritual box" and gave the following definition of a brand in terms of assets: a set of assets (or liabilities) linked to a brand/s name and symbol that adds to (or subtracts from). The value provided by a product or service. A set of assets (or liabilities) associated with a brand name and logo, which can increase or decrease the value of a product or service. A brand is the most valuable > >
question 5: the role of brand (1) brand-the brand that embodies the core value of a product or enterprise-consumers or users 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, 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-Distinguisher 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. (III) Brand-guarantee of quality and reputation Enterprises design and create brands. Building a brand and creating a famous brand are the knowledge gradually formed by enterprises under the condition 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. (D) Brand-the "cash cow" brand of an enterprise wins by quality, and the brand is often accompanied by 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; This shows that brands, especially famous brands, bring 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 difference between product value and brand value (VI) Brand ―― Differentiate competitors, that is, manufacturers use brands to distinguish their products from competitors' products. Early enterprises' understanding of brands was as simple as that. They believe that just giving their products or services a name is enough to distinguish their competitors. Therefore, the names of many brands directly adopt the surname or first name of the founder of the enterprise, so that customers can identify them. However, if a brand wants to stand out in the market with many competitors, it also needs to provide special benefits to consumers through products and meet their actual needs in order to succeed. For example, "Remy Martin" can't really distinguish itself from other wine brands if it can't give consumers a "different" feeling. Excerpt from Dialogue Brand Mortal/Dawn Reporter: The product value is generally easy to understand, but many people are still vague about the concept of brand value. What do you think of the difference between the two? Mortal: First of all, any value is relative to people. It can be said that everything is priceless, and value is generated because of people's needs. Therefore, both product value and brand value are related.