A brand must have a character to be successful.
a brand must have its own character. It is difficult for consumers to remember a brand with a weak character
brand building is not for short-term sales.
many Chinese brands need to think about building distinctive characters and achieving sustainable brand development in the context of globalization, because many Chinese brands are "shouted" rather than operated systematically. China's advertising market is growing rapidly, but the quality of China's brand advertising has not been improved. Many TV advertisements focus on selling, or take products as the core, so that a habit has gradually formed in the entire marketing industry. It seems that the more straightforward the selling advertising, the more it can promote the growth of sales. Even some marketing experts often say that effective advertising is about advertising that consumers are annoyed with, which blurs the vision of many brand managers
many enterprises often aim to achieve short-term sales rather than build a brand that can develop for a long time, which makes the Chinese market full of many products rather than brands. For example, the sales of melatonin is very successful, but the model of melatonin is not applicable to how to build a sustainable and successful brand, because Hawking advertising can not form the character of the brand. In the short term, people may buy your brand because it is more popular and louder than others, but consumers will ignore your existence because they gradually adapt and get used to your stimulation. From this point of view, the brand behavior of only focusing on short-term interests with a lot of inspiration from the natural system will seriously damage the core value of the brand
a brand with distinctive character is more likely to lead the market.
a brand is a monopoly and possession of consumer preferences, which comes from the brand's character. If a brand does not have its own character, it is difficult for consumers to have a preference for it, it is difficult to form a certain popularity, and it is even more difficult to form the brand context and brand culture. Looking at many successful brands around the world, we will find that their common feature is that they all have core personality propositions. When the brand's advertising or brand symbols appear in the vision of consumers, consumers can soon feel its existence and establish a value relationship. From this perspective, the brand is to stimulate the needs of consumers, not just to meet the needs of consumers, because many times the needs of consumers are generated in the subconscious, and these subconscious needs you to dig deeply. Many international brands often go against the trend and the mainstream. In addition, 2.2 the management mode of raw materials and auxiliary materials is more specific. The core meaning is that brands stimulate consumers' hidden consumption consciousness by discovering some unique values in the social and cultural symbol system
brands with distinctive personalities are easier to establish market leading positions. For example, Pepsi Cola highly highlights the culture of young people, and shows it to the fullest through entertainment, so that young people can see their own brand at first sight, and it has always been so, which makes it comparable with Coca Cola; The appeal of Nike brand often shows a strong concept of self assertion, which is greatly pursued by many consumers pursuing sports fashion; All the advertisements of Levi's jeans brand are tempting all living beings, showing sexiness and independence, making consumers feel the temptation in their subconscious, thus generating the desire to consume and own the brand; Lv's public demand and unreachable high-end image make Chinese consumers not hesitate to live frugally to own such a brand. All of these brands have distinctive personalities, just like a person who has a clear sense of love and hate. The character of the brand shows its core value proposition. What is worth noting is that these brands dare to use the elements of individuality in all brand propositions, so as to add gaskets between the oil collector and the pump body to make the brand's personality sustainable, so that consumers can trust them for a long time
brand building should start from culture
Chinese brands are not outstanding enough, which has something to do with the golden mean consciousness in Chinese culture and the conservative consciousness of many brand managers. For example, they are afraid of taking risks, being out of line, and worrying that the brand character is too prominent to control the direction of the brand. This has led to many brands' tendency towards the golden mean with the increase of experimental power, and it is difficult to stand out. For example, many western suit brands invariably demand struggle and success, and sportswear brands all demand vitality and enterprising. IT brands are often high-tech concepts. The characters of these brands either emphasize their own functional demands or are some very common arguments, which are difficult to stimulate people's hidden desires. Just like the Olympic marketing of sponsors, they are always passionate about the Olympic Games, high-tech Olympics and people's Olympics, but they ignore the Olympic concern and spiritual value in the hearts of consumers. Finally, many Olympic marketing activities were held, but with little effect. Even more like Hengyuanxiang's 12 zodiac Hawking advertising at the expense of brand reputation, consumers were afraid to avoid it
a brand's character should be shaped from the culture, from the consumer's mind, not from the product. Therefore, we should be bold in shaping the brand character, dare to take the wrong side of the sword, be able to challenge the authority, do not fall into the stereotype and follow others' example, and dare to build an avant-garde and sexy brand instead of an old-fashioned and boring brand. In addition, after the brand's personality is set, it needs to continue to adhere to this direction to spread, rather than saying one thing today and saying another tomorrow
the brand growth space in the Chinese market is very large, because there are many subcultures, group cultures and regional cultures in Chinese culture. The value differences in these cultures can achieve the unique values and demands of many brands. The key depends on whether the brand managers can touch the hearts and unique insight of consumers. (end)