For example, let's say you're a liquor business. When you don't make your own brand, can you put your wine next to those famous brands and sell the same **?
I can't even think about it, what should I do?can only find another way, volume **, cost-effective, "40 a bottle, 3 bottles 99" to sell.
However, once you make your own brand, it's a different story.
Put it on the shelf again, and the confidence is different. Consumers will feel familiar, feel reassured, and willing to choose you.
Even, in the past, a bottle could not be sold for 40 yuan, but now it is not sold for 100 yuan a bottle.
That's nice. brand, what a good thing.
If you ask the same question to the consumer who buys the wine, what will he say?
It's also quite sad to buy things these days. In the past, there was nothing to buy, but now there is overcapacity.
For example, buying a wine, whether you go online or offline, there are a lot of options, how to choose?
One by one, go to compare the price of goods?Where's the time?What to do?Look at the signs.
Search for commonly used brands, pick a little, quality, even if it is not necessarily the best, but it is certainly not bad.
It's easy to choose, and it's easy to use.
That's nice. brand, what a good thing.
Now, I'll leave the question to you, what do you think?What do you think of the brand?
1.A brand is a commodity symbol.
The Oxford Dictionary defines a brand as "used as proof of ownership, as a sign of quality, or for other purposes". That's the original brand. A brand is a commodity symbol that provides product differentiation and legal protection to producers, helping consumers identify a particular product. The commodity symbol is the "ID card" of the brand, and if there is a problem with the "ID card", the work of other brands is a castle in the air.
2.Brand is customer perception.
When the brand is just a commodity symbol, it is like a signboard on the street, and it cannot retain the attention of customers. When you try to understand a sign, or even start to buy in the store, the signboard begins to become synonymous with customer perception - brand.
When you see Luckin, you think of coupons and value for money, and when you see Starbucks, you think of high-quality, petty bourgeois social spaces.
3.A brand is a business asset.
David Acker, the father of brand equity, proposed the concept of brand equity, which refers to assets associated with brand names and logos that can increase or decrease the value of products and services for businesses and customers.
Since the brand is regarded as an asset, it must have the three leverage attributes of the asset: value-added, accumulative, and tradable.
01.Value-added: Brand premium 02Accumulative: Brand extension 03Tradable: Brand licensing and transfer
4.A brand is a business organization.
If you're only dealing in a single brand of products, brand management is straightforward;If you have a large brand product system, you need to establish a brand structure and organize the management capabilities of each brand.
The success of a small brand is often based on the personal ability of the founder, but the success of a large brand must be based on the organizational ability of the enterprise.
There are many companies in China that have built successful brands in a certain segment, but once they operate across categories and brands, problems begin to arise. This growth bottleneck is not only about the brand ability of product symbols and customer perception, but also about the brand ability of enterprise organizations.
As an aircraft carrier of FMCG brands, P&G supports dozens of successful brands such as Head & Shoulders, Skincare, SK-II, OLAY, etc., relying on organizational capabilities.
For example, let's say you're a liquor business.
When you don't make your own brand, can you put your wine next to those famous brands and sell the same **?
I can't even think about it, what should I do?can only find another way, volume **, cost-effective, "40 a bottle, 3 bottles 99" to sell.
However, once you make your own brand, it's a different story.
Put it on the shelf again, and the confidence is different. Consumers will feel familiar, feel reassured, and willing to choose you.
Even, in the past, a bottle could not be sold for 40 yuan, but now it is not sold for 100 yuan a bottle.
That's nice. brand, what a good thing.
If you ask the same question to the consumer who buys the wine, what will he say?
It's also quite sad to buy things these days. In the past, there was nothing to buy, but now there is overcapacity.
For example, buying a wine, whether you go online or offline, there are a lot of options, how to choose?
One by one, go to compare the price of goods?Where's the time?What to do?Look at the signs.
Search for commonly used brands, pick a little, quality, even if it is not necessarily the best, but it is certainly not bad.
It's easy to choose, and it's easy to use.
That's nice. brand, what a good thing.
Now, I'll leave the question to you, what do you think?What do you think of the brand?
1.A brand is a commodity symbol.
The Oxford Dictionary defines a brand as "used as proof of ownership, as a sign of quality, or for other purposes". That's the original brand. A brand is a commodity symbol that provides product differentiation and legal protection to producers, helping consumers identify a particular product. The commodity symbol is the "ID card" of the brand, and if there is a problem with the "ID card", the work of other brands is a castle in the air.
2.Brand is customer perception.
When the brand is just a commodity symbol, it is like a signboard on the street, and it cannot retain the attention of customers. When you try to understand a sign, or even start to buy in the store, the signboard begins to become synonymous with customer perception - brand.
When you see Luckin, you think of coupons and value for money, and when you see Starbucks, you think of high-quality, petty bourgeois social spaces.
3.A brand is a business asset.
David Acker, the father of brand equity, proposed the concept of brand equity, which refers to assets associated with brand names and logos that can increase or decrease the value of products and services for businesses and customers.
Since the brand is regarded as an asset, it must have the three leverage attributes of the asset: value-added, accumulative, and tradable.
01.Value-added: Brand premium 02Accumulative: Brand extension 03Tradable: Brand licensing and transfer
4.A brand is a business organization.
If you're only dealing in a single brand of products, brand management is straightforward;If you have a large brand product system, you need to establish a brand structure and organize the management capabilities of each brand.
The success of small brands is often based on the personal abilities of the founder, but large brands.