About the brand

Now all walks of life are talking about brands. Enterprises want to do their own brands well. The state has also given a lot of support in policy, and the media is also spreading various brand concepts. However, at present, there are many misunderstandings in our brand concept, and many people's understanding of the brand is not clear, which makes their brand building behavior vague and random, and the brand effect is naturally unsatisfactory.

I attended a brand seminar the other day. There are many brand experts at the scene, and there are also many reporters in the brand column of the media. In the process of communicating with them, I feel that many people have problems with their understanding of the brand. Of course, when I mention the media here, I don't mean that the media should be responsible for it. The key point is that experts did not convey the correct brand concept to the media, which led to the confusion of the media and the confusion of enterprises.

Products have the value of products and brands have the value of brands.

Enterprises make products, and products have product value; As a brand, a brand also has brand value. Products can be sold and brands can also be sold. When consumers buy a product, they get the benefits of the product, while when they buy something with brand value, they get the benefits of brand value. If a brand can't bring benefits to consumers, it can't be sold. Why do you want to shape things that can't be sold? Just make more products and sell more benefits. Therefore, since we want to build a brand, the brand must have its own value. Its individual value satisfaction is different from product satisfaction, and products meet the interests of consumers. Although there is demand for brand satisfaction, it is more of a desire.

Desire is spiritual satisfaction, and consumers will pay for their spiritual satisfaction, which is what brands want to bring to consumers. Brand brings consumers an emotional value of spiritual needs, and this value is also a kind of benefit.

Brand is actually the crowd emotion of product concept docking.

We should make the concept of brand clear: brand is actually the emotional demand of consumer groups corresponding to 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, which just shows that Chris Lee's temperament, habits, behavior and other brand elements of this "product" meet the emotional needs of these girls, thus generating value, which is the emotional needs of Chris Lee's corresponding group, not her own needs. Therefore, the brand is something that satisfies consumers' corresponding emotional value to products, not the trademark of enterprise products, its own packaging or product concept. Now many people have misunderstandings in this regard. It is understandable that enterprises have misunderstandings, because China enterprises have just begun to figure out how to build their own brands. But some experts have such problems, which is too inappropriate. These experts want to guide enterprises to make brands, which is unambiguous.

In fact, it is just a brand element.

Brand is not a concrete thing. Some experts say that a brand is a trademark, a graphic, a package, or a comprehensive embodiment of these elements. In fact, these have nothing to do with the brand. We say that products are produced, brands are molded, and trademarks and other things are not molded, but described. For example, packaging, I can design, but after the design, it will definitely make consumers agree and generate emotions in consumers' hearts. Not necessarily. Therefore, when designing trademarks, we should echo the emotional identity of consumers.

The name of the product brand is for consumers.

Also, if we give a brand a name, will consumers like it? It doesn't have to be like this. Now many bosses name their products by asking fortune tellers for help. He only considers whether the name is auspicious to himself, and doesn't consider what effect the name can have in the market at all. The brand name of the product is not for the boss himself, but for consumers, because the product is not produced to meet the boss's own needs, but to sell to others. Products are designed to satisfy other people's feelings, not the boss himself. The fortune teller named you for you. It is impossible for him to tell fortune for the consumer groups corresponding to your products, and it is impossible to give the names that these consumers agree with. As a result, the market recognition of this name is misplaced, and the results that enterprises want cannot be obtained. So when we make a brand, we can't say that a trademark or name is a brand, it is just a symbol to identify the brand.

Brand is the emotional identification covering products.

So is the packaging. Who is this man? Is it a man or a woman? Or young and old? We look at a person himself, he has no brand value, only product value. It takes time to understand its brand value, but it is relatively easy and simple to recognize it. For example, this is Zhang San and that is Li Si, so we can recognize them easily. Knowing him, will you have a good impression on him? Not necessarily. For example, if two people fall in love, if they have a good impression, it is slowly cultivated (shaped) through constant contact and understanding; Working together for a long time, the two people have a tacit understanding and a good impression on each other, which is also shaped and honed through time.

When I first saw a person, I didn't like this person, but I only liked the product. Some people say that someone is beautiful and likes it at first sight. This is a product goodwill, and a brand goodwill needs to be exchanged. It is an emotional need and recognition that two people have produced after a period of contact.

So what is the brand? Brand is not a simple symbol, trademark or packaging, nor is it a common concept of a product. Brand is the recognition that covers the emotional interests of products and the satisfaction of the emotional value of the corresponding groups of products.

Brands are not made by themselves.

I think many media have opened up brand columns and invited some entrepreneurs and experts to talk about brands, but they all turned a corner. The host of the media didn't know the brand, and finally it became that we wanted to be a big brand, as if we could make an atomic bomb. In fact, brands cannot be made by themselves and must be recognized by consumers. The value of this kind of recognition is the result of the comprehensive action of many factors, which takes time, because it is not a simple value recognition of interests, but a value recognition of others' psychology and emotion.

Simple benefit identification is not brand value.

No consumer says that the brand of an enterprise will only consume if it corresponds to its psychological and emotional value. Good feeling is only a part of emotional value, and more emotional value needs to be accumulated in order to achieve the overall recognition of the brand. Simple benefit identification is the use value and consumers' demand for product benefits. Brand interest demand is emotional demand and desire demand in social environment. All these enterprises should think about how to do it. If the brand is simply an express train to internationalization, what will happen if the brand of the enterprise gets on this train? It's too superficial. It's totally different. Therefore, unclear brand concept is a common phenomenon in the whole China market.