The research on the role of corporate brands is not so mysterious, but it can actually help us to sell products. Fundamentally speaking, the purpose of building Chinese brand development is to improve sales, and it is mainly for sustainable sales that can bring excess profits.
Brand is the means to realize sales, and brand is also the result of sales, but brand is not the purpose of the enterprise, and sales is the purpose. Here, with the help of different cases and thinking modes, you can understand the three basic roles of the brand in the most intuitive and simple way.
(1) Enhance product identification
Case: Two cups of cola on the table
The first one is placed in two identical cups, so you won't feel any difference in appearance and taste.
The second condition is to put them in red and blue containers, which can visually distract your attention and make you unable to find the difference between taste and taste.
The third case is to stick labels and print LOGO respectively, without using products or thinking. The two colas are completely different.
If your company wavers in this social perspective, their fans will be anxious with you. Can consumers recognize you at a glance in the dazzling signs on the street? Among the dozens of product display designs on the shelf that are the same as yours, how do you look different from the products of other companies? This is also crucial for the development of a Chinese brand. In order to enhance the recognition of cultural brands, the basic brand image identification symbol system includes improving the brand project name, logo, color, pattern, packaging, mascot, prompt tone, etc. These problems are the identification symbols provided to student consumers by different brands, which are eye-catching labels and the key to memory.
(2) Credit endorsement of products
Customers spend a lot of money to seek endorsements from big stars, spend a lot of money on the most authoritative media closed-circuit television advertising, and spend a lot of money to constantly build brand image. In fact, customers are doing the same thing: credit endorsement of products. The meaning of credit endorsement is to establish customer trust system through brand endorsement. Today, when consumers buy anything and subdivide it into industries and fields, they must first consider a big brand. Because a big brand means quality assurance, more worries and better after-sales service. From this objective thinking, the existence of brands is a constraint and warning to enterprises, and we should pay attention to quality and consumers. In other words, brand is an invisible social contract between consumers and enterprises. I choose to trust you, you provide me with quality assurance. In this way, when you want to drink Coke, herbal tea and chili sauce, you will immediately think of what brand of products to buy, which is totally building trust.
(3) Create premium for products
The same is mineral water. The selling price of different brands is different every day. Of course, there must be differences between some mountain spring water and some cloud water, but consumers will obviously not pay more than ten dollars for a little difference in physical level. Even some so-called "coffee lovers" can't tell the difference between a $10 Ricky and a $30 Starbucks. Take clothing for example. Two shirts with the same material, style, size and process, one is Burberry's trademark and the other is Uniqlo's trademark. The price difference between them may be thousands of pieces. Why do people buy Burberry shirts? They believe that the brand, in addition to the value of the functional level, provides consumers with identity and status labels, and brings consumers emotional and spiritual identity and satisfaction, and aesthetic enjoyment. The brand gives consumers a sense of belonging, respect and self realization, which are the additional benefits that the brand brings to their products.
Second Brother
