Branding

Welcome to my “Branding”.

The broad definition of "brand" is an intangible asset with economic value, with abstract, unique and recognizable mental concepts to express its diversity and thus occupy a certain position among people's consciousness. Brand building has long-term.https://www.blogger.com

The narrow "brand" is a kind of "standard" or "rule" that has the internal and external aspects of both internal and external aspects. It is standardized and regularized in four aspects: idea, behavior, vision, and hearing to make it unique, valuable and long-term A general recognition system of cognition and sexuality. This system we also call the CIS (corporate identity system) system.

Kotler, the father of modern marketing, is defined in Marketing as a set of specific characteristics, benefits, and services that sellers provide to buyers over time.

A brand is an intangible asset that brings premiums and added value to owners. Its carrier is the name, term, symbol, symbol, or design used to differentiate it from other competitors' products or services, and it is value-added The source comes from the mindset of consumers formed on the carrier's impression.

The brand bearing more is part of the people's recognition of their products and services, is a product of the brand and customer purchase between each other.

The brand simply refers to the consumer awareness of the product and product line.

The brand is a kind of trust and evaluation to a company and its products, after-sales service and cultural value. The brand is a manifestation and representation of the comprehensive quality of a product. When people think of a certain brand, they always associate themselves with fashion, culture, and value. When creating a brand, a company constantly creates fashion and fosters culture. As a company Expands stronger, continue to shift from low value-added high value-added upgrades to product development advantages, product quality advantages, cultural innovation advantages of high-level changes. When the brand culture is recognized and accepted by the market, the brand will have its market value.

The brand is the manufacturer or dealer added to the mark on the goods. It consists of a name, a noun, a symbol, a symbol, a design, or a combination thereof.

Generally consists of two parts: the brand name and brand logo.

1. The definition in the general sense: A brand is a name, noun, symbol or design, or a combination of them, the purpose is to identify a seller or a group of sellers of products or services, and make it with the competitors Differentiate between products and services. (Marketing Specialist Dr. Philip Kotler)

2. As the definition of brand strategy development: the brand through a combination of these elements and a series of market activities and the results shown by the formation of an image recognition, feeling, quality of cognition, and through this demonstrated customer loyalty Overall, it belongs to an intangible asset, so this time the brand appears as an intangible asset.

3. The creation of a brand is a systematic project that requires passion, wisdom, and conviction. The strong brand depends on the brand leadership, of which, Position is the direction, Balance is the strategy; Balance contains positioning, positioning to balance the power. This is the essence of the IBF brand theory of "balance".

4. The brand is the holographic concentration of all the intangible assets of an enterprise or brand entity (including cities, individuals, etc.), and "this concentration" can be identified by a specific "symbol"; it is a combination of subject and object, subject and society, The product of the interaction between business and consumers.

5. A brand is a business name and logo that distinguishes products or services of a seller or group of sellers from competitors' products or services and usually consists of words, symbols, symbols, patterns And color elements or a combination of these elements.

Summary

1. Differentiation: Product differentiation is the first condition that must be met to create a product or service brand. Companies must differentiate their products from other products in the market.

2. Relevance refers to the availability of products for potential customers. Consumers only see the existence of the brand in their daily life, the brand will make sense.

3. Cognitive Value: This is an element of creating a valuable brand. Even if a company's products differ from other products on the market, potential customers find that others are using it, but if they do not feel the value of the product, they will not buy it.

origin

The word "brand" comes from the ancient Scandinavian brands, which means "burning," meaning that the producer burns the stamp onto the product. The oldest universal brand in India, known as "Chyawanprash" in the Vedic period (9000-10000 years ago), widely used in India and many other countries, is named after the venerable philosopher Chyawan. Italians first used the brand watermark form on paper in the 1200s.

Connotation

The most lasting meaning and essence of the brand is its value, culture, and individuality. The brand is a kind of commercial term. After the brand is registered, a trademark is formed, and the enterprise obtains the legal protection and has its exclusive right. The brand is the result of the long-term management of the enterprise, Invisible carrier.

In order to deeply reveal the meaning of the brand, but also from the following six perspectives.

1. Attributes: The brand represents the attributes of a particular product, which is the most basic meaning of the brand.

2. Interests: Brands not only represent a series of attributes but also represent a particular interest.

3. Value: The brand reflects some sense of the value of the producer.

4. Culture: The brand is also attached to a specific culture.

5 personalities: the brand also reflects a certain personality.

6. User: The brand implies the type of consumer who buys or uses the product.

Based on the above six levels of brand meaning, marketing companies must decide on the depth of brand identity.

Value

The brand value includes user value and self-worth two parts.

The function, quality and value of the brand are the elements of the user's value of the brand, that is, the intrinsic three elements of the brand. The brand's popularity, reputation, and popularity are the elements of the brand's self-worth, namely, the external three elements of the brand.

Brand value of the user depends on the three elements of the intrinsic value of the brand depends on the size of the external three elements.

Misunderstanding

The community is talking about the brand, companies want to do their own brand, the brand well, the state has also given a lot of policy support, the media are also spreading a variety of brand concepts. However, there are many misunderstandings in the current corporate brand concept. Many enterprises and marketers do not have a clear understanding of the brand. They think that the building and building of a brand is only a creative idea of brand value and communication, which only promotes the development of the brand Brand behavior fuzzy, random, the resulting brand of the results is naturally unsatisfactory. Businesses do not have a mechanism to establish brand promise and perform comparisons. If the content promised by the enterprise is inconsistent with the content fulfilled, it will lead to the deviation and dislocation of the enterprise in the branding and construction of the brand. There are many examples of big brands, promises, and misplaced practices in various sectors of the market.

Brand and trademark

Trademarks and brands are two different areas of the concept, easily confused. In their daily work, many people mix these two terms, common. Even mistakenly think that the mark of a trademark becomes a brand. If so, then all the trademarks registered in the Trade and Industry Bureau can be called the brand.

In fact, the two are both connected and different.

China is a major trademark and China is again a weak country with 100 most valuable brands in the world. There are only a handful of Chinese brands. Visible, trademarks and brands cannot be equated, both from the different perspectives that the same thing, they are both closely linked and different. In life, many people often confuse these two concepts. They think that after a trademark is registered, it becomes a brand. In fact, a registered trademark needs to undergo a difficult and long process of becoming a true brand, just like building the Great Wall.

The term brand is derived from the ancient Norwegian word brands, whose Chinese meaning is "imprinted", at a time when western nomadic tribes branded their horses with different imprints to distinguish their property from the original naming of the merchandise Way, but also the source of modern brand concept. In 1960, the American Marketing Association (AMA) gave an earlier definition of a brand: a brand is a name, term, tag, symbol, and design, or a combination of both, designed to identify a seller or A seller's product or service that distinguishes it from competitors' products and services. Trademark (trademark) means a part of a brand or brand that has been examined, approved, and granted the exclusive right to apply for trademark registration according to legal procedures. The trademark is protected by law. Anyone who is not a trademark registrant, Do not follow or use. As can be seen, the connotation of the brand is broader.

If the brand is compared to a huge iceberg, the trademark is only a small part of the surface of the iceberg.

A trademark is an integral part of the brand, it is only the brand's logo and name, to facilitate consumer memory recognition. However, the brand has a more rich connotation, the brand is not only a logo and name but also contains a vivid spiritual and cultural level of content, the brand embodies the values of people, a symbol of human identity, express human feelings.

Brand name and logo design is only the first step in brand building, truly create a superior brand, but also for brand research diagnosis, brand planning and positioning, brand promotion, brand adjustment assessment and other work, but also need to improve brand awareness, Reputation, loyalty, brand equity accumulation, and year after year, perseverance, adhere to their own brand positioning, abide by the commitment to consumers, the brand image enjoys popular support, long-term decline.

Although trademarks and brands are the marks of goods, trademarks are a legal term, and the brand is an economic term. Only by impressing consumers' minds can the brand produce market economic benefits. Only when a brand is registered under the Trademark Law can it become a registered trademark, it can be protected by law and can be protected from imitation by any other individuals or enterprises.

Attribution, the trademark is in the hands of the registrant, and the brand is rooted in the heart of the consumer. Ownership of trademarks is in the hands of registrants, trademark registrants can transfer, license their own trademarks, you can use legal means to combat infringement by others using their own trademarks. However, the brand is rooted in the hearts of consumers, the brand's huge value and market appeal come from the consumer's trust, preference and loyalty to the brand, if a brand loses credibility, loss of consumer trust, the brand will be worthless. Because of product quality problems, so that to the trust of consumers, the results although the scenery for a moment, but eventually escape the doom soon. Therefore, the brand management is essentially a continuation of the business in the minds of consumers, the future can successfully get back a large credit deposit, is to build a "stand now, in the future," the commercial credit treasure.

Brand efficiency editor

The purpose of cultivating the brand is to hope that this brand can become a brand name, so work hard on product quality, service efforts. At the same time, the brand representatives enterprises and enterprises must make efforts on product quality from the perspective of long-term development. Special brand-name products and brand-name enterprises, so the brand, especially well-known brands represent the quality grade of a class of products, representing the credibility of the enterprise.

Brand design editor

(1) Handsome in appearance, innovative ideas. Such a brand can not only give a person the enjoyment of beauty but also to give customers a sense of trust.

(2) Can show business or product features.

(3) Simple and obvious. Brand text, graphics, symbols should not be lengthy, complex, should be simple, giving a concentrated impression.

(4) In line with traditional culture, for the public love to see. Design brand names and logos pay special attention to the customs and psychology of all ethnic groups and regions. Respect the local traditional culture and do not violate taboos. In particular, attention should be paid to the brand design of foreign products.

Brand Marketing Editor

Mentioned the brand marketing, people will think of shopping malls in the scene, all kinds of selling, bargaining sound. However, consumers are more rational spending habits, their enthusiasm for this promotion is not too big. Therefore, the brand's marketing or should be placed on brand awareness, improve the sales chain and personnel training and so on.

First, take the initiative to promote. Although the off-season customers are relatively small, Chinese brands must take the initiative to do promotion. Do not the bad business card, you want to start the business into a businessman, should take the initiative to come to home sales and on-site service. The easiest and most practical way is to distribute leaflets or to promote the district.

Second, moderate price promotions. We all know that many merchants will adopt discounted prices during the off-season, and even lose money at their disposal. Although this method reduces inventory pressure and temporarily increases cash flow, it will undermine the brand image of brand franchise stores and affect subsequent sales. In the off-season modest promotion is feasible, you can consider increasing the value-added products and services to increase sales in the short term, while not having had to buy the products of consumers too much negative impact.

Third. Sub-quarter transfer market. Off-season in addition to time constraints, there are regional restrictions, that is, at the same time, in different regional markets, different urban areas, the season is different, at least to different degrees. For example, when there is a low season in first-tier cities, there may be no sign of off-season in second- and third-tier cities so you can turn your attention to these places in low season.

Fourth, open the Internet marketing. We all know the role of the Internet is unimaginable. Through the Internet, anonymous people may know their names overnight, but many franchisees do not make good use of the Internet and mostly stay in the traditional sales model. Off-season more time to do publicity on the Internet, whether it is text advertising, advertising or certain time will certainly reach the known effect, and many online tools are free, you can post, send the blog, send forums Etc., this is a very good channel of publicity.

Fifth, training shopping guide staff. Shopping guide to enhance the level of the shopping guide, change the traditional mode of shopping guide. Purchasing Guide from the overall cabinet culture, decoration style, brand background, engineering case, service commitment, product personality and other aspects to introduce the product, must not only stay at the service level with the discount. Off-season time, store traffic is relatively small, so both shopping guide, boss, are freer. Use this time to learn, reserve knowledge for the arrival of the season to make full preparation.

Sixth, off-season promotional brand. In the off-season brand promotion, on the one hand, you can make advertising to a large extent out of the sales target problems, on the other hand, low season promotional costs low, brand promotion efficiency. In addition, some additional value-added services to attract customers, such as lighting distribution, installation, and commissioning, regular cleaning, free maintenance, free design renderings.

Brand interpretation editor

Brand, is a vast number of consumers on an enterprise and its products excellent product quality, perfect after-sales service, a good product image, a good cultural value, excellent management results ┉ and so the formation of a kind of evaluation and cognition is Enterprises and managers invest a huge amount of manpower, material resources and even generations of hard work for generations to establish a trust with consumers,

Closely linked with the brand has the following concepts:

Brand Name: The part of the brand that can be read - a combination of words, letters, numbers, or phrases

Brand logo: The part of the brand that cannot be audible - including symbols, patterns, or obvious colors or fonts.

Feature editing

(A) Brand is a proprietary brand

The brand is used to identify the product or service of a producer or seller. The brand owner has the legal right to enjoy the exclusive right of the brand and has the right to require that other enterprises or individuals cannot imitate or forge. This point also refers to the exclusivity of the brand. However, the enterprises in our country do not make good use of legal weapons in international competition and do not have the exclusive rights to the brand. Since entering the 21st century, we have constantly seen the domestic gold-plated signboards encountered in the international market Embarrassing situation: "More than 100 brands were registered in Japan, more than 180 brands were registered in Australia.

(B) The brand is an intangible enterprise resource

Because the brand owner can keep gaining the advantage by virtue of the brand, it can utilize the image expansion force of the brand's market development force and the constant development of the accumulation of capital so we can see the value of the brand. We cannot express such value in physical form as physical assets, but it can make the intangible assets of enterprises rapidly increase and can be traded as commodities on the market.

Although China started brand building late, the rapid development of brand names in China, many brands are also very valuable.

(C) Brand transformation has a certain degree of risk and uncertainty

After the brand was founded, in the process of its growth,