The mourning of Chinese brands

China's market is too impetuous. After many foreign brands enter China, they find that the Chinese people pay more attention to product demand, but the brand demand part does not pay special attention to it. Why? Because products can be fake and shoddy, everyone can wear famous brands, migrant workers and bosses can wear famous brands, and all brands are devalued in China.

In fact, the entire society's emotional identity with brands has been destroyed. This kind of harm cannot be saved in a year or two, and from the trend, everyone continues to destroy it.

Our current environment is in an irregular state. Although the protection of trademarks has been proposed, no measures have been proposed for disorderly price competition. These are all things that need to be understood by many experts, who can provide suggestions for the improvement of these systems. But now many experts, especially those in branding, are a bit miserable and out of touch with reality.

The practice of "ideas" will make everyone feel very fresh, but it is impossible to form a buying habit for everyone. The general idea is to create an effect, to promote it as a topic, not as a marketing strategy. Just a point in time behavior not a system behavior. But many companies don't understand it, and they spend a lot of money to do a little bit of behavior but destroy the behavior of the entire system. If the company understands, he will not dare to do it. Spend tens of millions on an idea and earn tens of millions back? Is it worth it? Even if you really earn tens of millions, you will not be able to move forward, and the ideas will not last long. It can only be said to assist your marketing behavior and play a promoting role in a certain aspect.

Like we are doing marketing consulting, many people give companies an idea, saying that I will guarantee your success or something, but they don't even know if the path that guides you is right or not, and they only describe it to you. A future prospect you dare to go to? Once you make a mistake, it will be troublesome, so you must first make sure that you are on the right path, and you will not go back for time or strategic reasons in the middle. It is very time-consuming to start all over again.

Brands are not cheating, but cater to

Enterprises to make brands are accumulating a kind of emotion in the hearts of consumers. But consumers don’t think so. Consumers’ emotions will be vented on the product, so consumers agree that the quality of your product is the quality of your brand. In fact, his emotions are in control. Therefore, once the consumer's emotions are gone, he will question the trust degree of your product. When he feels good about your brand, he must feel good about your product.

You have a good product quality, but if you can't speak it then you can't be recognized by others. Some people have something in their hearts, but they can't tell them; some people have a little bit in their hearts, but they show it all, and if they show it 100%, they will be recognized by the society. Therefore, in the promotion of products, it is not the promotion of good products, but the best products. This is the same principle as human beings.

To be a brand is to show your own advantages to be accepted by consumers, but this performance is skillful. It does not mean that we are "deceiving" consumers. We can't say that we are "deceiving" in shaping, but we can only say that we "cater" to the consumer's mentality, and use your products to cater to their mentality.

For example, color TV, consumers like bright colors, red is red, green and green. But a color TV is good not how bright the color is, but how many layers it has. Like our urban environment, it is gray, but it has more than 100 layers. In fact, the brighter the layer, the fewer the layers, and the worse it is, but consumers don't know it. The more layers you have, the more difficult it will be, and the higher the technical content will be, but consumers will think yours is not good.

So some things are done to cater to the mentality of consumers, and it cannot be said to be deceitful. From the product point of view, it must be catered to and recognized by consumers.

Enterprises do not understand the truth of branding

In terms of brand strategy, Chinese enterprises actually need to distinguish whether the products you provide to consumers are high-frequency consumer products or low-frequency products, then each type of product Due to the change of purchase pattern, the change of brand value is determined. This is the key. Because the way you want to build your brand has to change with the result you want to get.

You want to get independent value, emotional value is one way, and you want to get selling value is also a way. That is to say, it comes from the way consumers buy demand; when we build a brand, don’t confuse brand recognition with brand favorability. We are a successful brand either by advertising and achieving a high degree of recognition. It cannot be highly recognized because of you Awareness is a successful brand, and it cannot be successful. Because this is temporary, high awareness can only be achieved for one or two years. It cannot be advertised every day, so all your behaviors need to be done for a goal.

The result that the brand hopes to build must be clear. What is clarity? For example, different people want different results. Some people want to be a scientist, which is a brand result, and some people want to be a boss, which is also a brand result. Then the price and effort you have to pay for different brand results and the way you shape it will all be different. That is to say, we must pinpoint our goals, what kind of brand do you want to make? The brand here has concepts, personalities, and characteristics. In the end, the brand you make is not the same model as everyone else. There must be differences. Brands in the same category can be distinguished.

In the same category, you can only be the first and second brands. In different categories, you can say that you are a high-end brand or distinguish the crowd. So you have to make your brand personality according to the crowd, and describe your own future brand vision. You work every step of the way for this vision, and all work cannot be separated from this vision.

It's odd that a lot of what we're doing now with brand management is often independent of branding. Brand management is the process of management building. In order to achieve the goal step by step in brand building, it is necessary to follow the steps, and then every step must be managed. In this process, there are a lot of regular things to be achieved. Management is based on strategy. Without strategy, empty management does not know what to do.

Different brand management methods are different. Some brands need two stages, and some brands need five stages. The staged results of each brand are not the final vision of the brand. For example, if you go to primary school as a "three good students", then "three good students" are only your phased achievements, but your vision is a scientist, it will take a long time, from primary school to a good junior high school, and then to high school, Then go to a good university and finally become a scientist.

So the brand process is a long-term accumulation process. To accumulate brands for this vision, the brand value will be accumulated more and more. It's not that you want to be a brand, and you will be known within a year as soon as you find someone to plan. It's just being recognized, and you are familiar with everyone, or called "people fans", you don't have brand characteristics. Therefore, it is necessary to clarify that brand management is a strategy first, followed by management. The purpose is to use what method to complete this strategy and achieve the brand vision.

There are still many details in the brand, such as name, concept, appeal, visual display, etc. Many external things are related. To make these management things together, you can't be unrelated. . Some ask this advertising company for VI design, and that consulting company for management. This is not right, why? There is no coordination between these companies. The vision that this company designs for you is that of a soldier. The company wants you to represent a pioneering youth, and then has a concept of fashionable white-collar workers. Then the whole thing is messed up. Brands should be sorted out in a single thinking and concept, but now companies do not understand the truth of branding, and they make it very confusing. I can understand the brand, and can put these together very few.

Being a brand cannot distinguish between emotion and rationality

Entertainment is a trend. The more professional people are, the less people will listen. Everyone has no time to do rational analysis, and they are willing to accept something emotionally. Because emotion is the easiest to be accepted by others. The speed of rational acceptance is slow, and the speed of emotional acceptance is fast, so many rational products can't wait to make their products emotional. But perceptualization, we sell perceptual products at a repeat rate, that is to say, after consumers become perceptual, after accepting it today, they can still accept it tomorrow.

Entertainment products, in fact, it can be emotional or rational, it just depends on how you do it. For example, in a conversation between two people, one person is very emotional, very enthusiastic, very easy-going, and it will infect the other person, and the other person will also say a lot. If one person is serious, the other person will be more serious, so the relationship between two people is not good. It was like two people engaged in a relationship. At first, the two were rational, but gradually they became more and more emotional, and finally the two got married. If it is more and more rational and troublesome, it will not be possible to get married. The woman thinks about the man and says that you have this problem here and that problem there. She always analyzes you rationally, and when she does something, she analyzes you rationally. If she does not accept you emotionally, but accepts you rationally, it is difficult to accept. Therefore, everyone feels that the degree of social perceptual acceptance is fast.

But for example, to drink a drink, it seems unlikely that you have to let him rationally analyze it for a long time before drinking it. Now when we make drinks, we say that there are nutrients in our drinks and make them rational. For example, a person who makes wine is originally emotional, but emotional. He acts and acts like Maotai. When he says "drinking healthy", it is originally emotional, but you make it rational. If it is rational, when everyone drinks you, the speed will slow down, and if your sales speed will be slowed down, your market will be small.

Emotional or rational, according to the characteristics of the product. Therefore, there is no absolute whether it is a perceptual marketing method or a rational marketing method. It is made for different products and different groups of people.

Make a brand into a fortune teller

The essence of many brands we are doing now has not changed, but we are making appearances and changing names. Who should change the name? That's a fortune teller's business. Now we all do it. What is unlucky, too old, and taboo, none of these things. No matter how old you are, you still have something to dig out of. For example, if you are old, there is only this place left, a traditional old shop, which is really not good, you can also become a tourist outlet. No matter how old he is, he definitely has the value of old age. If the value of "oldness" is discovered, it will be different. Something that can be shaped should be mined according to its original value. To make a new one is to re-create a brand, not to upgrade the original one.

So whether it is product appeal or brand appeal, it is all to achieve a purpose that you want, and then let consumers achieve this purpose. If you fail to achieve the emotional purpose of your brand and only make a brand appeal, and this appeal has not condensed emotion in front of your consumers, and has not formed a good impression of you, in the end your brand appeal will be in vain. . If you make product appeals and only focus on product interests, without the results of interest, it will not work, and the product appeals will be sold short. So what are your appeals selling, are you selling emotion? No, in the end, nothing was achieved. Therefore, many products are sold as other products, and when they are sold as brands, they are sold as products. This is caused by advertising slogans. This confusion is not to say that companies have to do this, I guess a lot of it is misleading by advertising companies.