Author: Chen Hao.
Brands have immeasurable utility for consumers. First of all, as an identification mark, the brand can help consumers quickly find the one they need in a wide variety of products. It's like finding the store we like in a sea of people, relying on familiar signs.
Not only that, but the brand also represents a guarantee of quality and credibility. Consumers can judge the reliability and quality of products through the brand, thus reducing the purchase risk. For example, when choosing home appliances, we tend to choose brands that have a good reputation because we believe that the products of these brands have undergone strict quality testing and quality control. In addition, brands can save consumers on search costs. When shopping, consumers can choose the brands they trust according to their needs and preferences, without spending a lot of time and energy comparing and selecting. This convenience makes the shopping experience more enjoyable for consumers. At the same time, the brand is not only a representative of product quality, but also the embodiment of the producer's commitment and contract. Consumers can evaluate the quality of the product according to the brand's promise and contract, and use this as the basis for whether they buy the product. The existence of such promises and contracts makes consumers' purchasing decisions more evidence-based. More importantly, the brand, as a symbol and a representative of cultural significance, can meet the spiritual needs of consumers. Consumers can express their values and lifestyle by choosing a certain brand, which can lead to spiritual fulfillment. For example, choosing products from eco-friendly brands can convey to the outside world that you care about environmental protection and love nature. For producers, the utility of the brand should not be underestimated. First, brands are able to help producers simplify identifying and saving value because they are able to connect producers to product depth**, making it easier for consumers to identify and select the product. This undoubtedly provides strong support for the producer's products to stand out in the market. Second, brands can protect the rights and interests of producers. The establishment of a brand can enable the producer's products to be protected by law and prevent others from infringing or misappropriating the brand. At the same time, the brand can also protect the reputation and interests of the producer by avoiding the burden of other similar products. This provides security for producers in a highly competitive market. In addition, brands can reduce customer acquisition costs for producers. Producers can attract and retain consumers by building a brand, reducing the cost of publicity and new product development. At the same time, the word-of-mouth communication of the brand can attract more potential consumers and make it easier for producers to acquire customers. This low-cost, high-efficiency marketing method brings more business opportunities to producers. More importantly, brands can give producers a competitive advantage. In a market with a large number of goods, brand is the key to a producer's differentiation. The establishment of a brand can enable the producer's products to gain higher visibility and recognition in the market, thereby gaining more market share. At the same time, brands can also establish barriers to prevent other companies from entering, providing producers with a stable consumer base and competitive advantage. This gives producers an advantageous position in the market competition. The essence of the brand is the sum of the user's consumption experience of products and services and the projection of brand culture on the mind brought by the construction of products and services and cultural concepts of the enterprise. The brand is born with people's wisdom and sociality, which effectively reduces the cost of social transactions. It can be said that brand is not a dispensable choice for enterprises, but a reality that enterprises must face in market competition. Managers should establish a "big" brand concept and focus on long-term brand investment to maximize business value.
Winter Check-in Challenge
Author: Chen Hao, a marketing expert, has successful experience in the field of TOC and TOB, and has a column in the "International Public Relations" magazine, marketing department, advertising door, digital English network, chief marketing officer, advertising person dry goods library and other industries.
Official account: brand market relativity, there are a lot of marketing-related dry goods here, welcome to pay attention to the exchange.