Category: Business/Financial Management>Advertising and Marketing

Problem Description:

A company and product all produce certain products to satisfy certain needs at the beginning. consumer groups. But to truly build a century-old store, you need to have your own brand. So to what extent can a company name or a product trademark become a brand? What do they need to be a brand?

Analysis:

It is undoubtedly correct to build a "brand" or implement a "brand" strategy. First of all, we need to clarify what is a "brand"? What conditions are met? My understanding: Brand is a combination of material + spiritual. Not only the quality must be guaranteed, but also good quality, safety and hygiene, and spiritual quality. I believe: brand = product + factory product (enterprise) + character. The "three products" are integrated into one, and one is indispensable. The basic conditions for building a brand should be strong financial investment and professional talents, high-level scientific and technological entrepreneurs who combine knowledge and practice, and have rich management experience.

Nowadays, all sectors of society are talking about brands. Companies want to build their own brands and make them good. The state has also given a lot of support in terms of policies, and the media is also spreading various brand concepts. However, there are many misunderstandings in our current brand concepts. Many people do not have a clear understanding of brands, resulting in vague and random brand-building behaviors, and the resulting brand results are naturally unsatisfactory.

Products have product value, and brands have brand value.

When companies make products, products have product value; when they make brands, brands also have brand value. Products can be sold, and so can brands. When consumers buy a product, they get the benefits of the product. If consumers buy something with brand value, they will get the benefits of the brand value. If a brand cannot bring benefits to consumers, it cannot be sold. Why should we shape something that cannot be sold? Just make more products and sell them for profit. So since you want to build a brand, the brand must have an independent value. Its independent value satisfaction is different from product satisfaction. Products satisfy the needs or needs of consumer interests; while brand satisfaction also has needs, but It's more about desire. Desire is spiritual satisfaction, and consumers will spend money to satisfy their own spiritual needs. This kind of satisfaction is what brands bring to consumers. What the brand brings to consumers is an emotional value that the soul needs, and this value is also a benefit.

Brand is actually the emotion of the crowd connected with the product concept

We need to clarify the brand concept: brand is actually the emotional needs of the consumer group corresponding to the product concept. The product brand created by the enterprise should be a concrete reflection of the emotional value of the consumer corresponding to the product. For example, young girls nowadays like Li Yuchun in "Super Girl", which means that the temperament, habits, behavior and other brand elements displayed by Li Yuchun's "product" meet the emotional needs of these girls, which creates value. Value is the emotional needs of the group Li Yuchun corresponds to, not her own needs. Therefore, a brand is something that satisfies the emotional value of consumers corresponding to the product, rather than the trademark of the company's product, its own packaging or product concept, etc. Many people now have misunderstandings in this regard. It is understandable that companies have misunderstandings, because Chinese companies have just begun to think about how to build their own brands. But it is inappropriate for some experts to have such problems. These experts are supposed to guide companies to build brands, and they are not vague at all.

Brands are not created by oneself

I see that many media now have brand columns and ask some entrepreneurs and experts to talk about brands, but the results are all wrong. The host of the media did not understand brands. In the end, he said that we must build a big brand, as if we can create a brand like an atomic bomb. In fact, this is not the case. A brand cannot be made by oneself. It must be recognized by consumers. This recognized value is a combination of many elements and takes time, because it is not a simple interest value recognition, but the psychological and emotional value recognition of others.

Simple interest recognition is not brand value

No consumer says that a company’s brand will only be consumed if it corresponds to its psychological and emotional value. Favorability is only part of the emotional value, and also Only by accumulating more emotional value can we achieve overall brand recognition. Simple benefit recognition is the use value and the consumer's need for product benefits. The need for brand interests is the emotional need and desire need in the social environment. All these companies have to think about how to do it. It would be too superficial to simply say that brand is an express train to internationalization, and what will happen to the brand of the company that gets on this train. These are completely different things. Therefore, unclear brand concepts are a common phenomenon faced by the entire Chinese market.

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