Author: Chen Hao.
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Brand ritual behavior is a ritualized interaction between brands and consumers, which integrates the values and culture of the brand, and aims to enhance consumers' recognition and impression of the brand, or improve consumers' loyalty and sense of value.
Here are some common brand ritual behaviors:
Kick-off Ceremony: On important occasions such as brand launches, product launches, etc., brands hold kick-offs to celebrate the occasion with specific ceremonies and activities. For example, when some car brands release new products, they will hold launching ceremonies in dealer stores around the world to attract consumers' attention and participation through fireworks displays, ** performances and other forms.
Membership activities: The brand will hold various activities for members, such as new product try-ons, ** discounts, member days, etc., to enhance members' sense of belonging and loyalty. For example, some high-end brands will provide members with exclusive shopping experiences, such as personal shopping guides, exclusive discounts, etc., so that members can feel the uniqueness and value of the brand.
Festive marketing: On specific holidays or anniversaries, brands will launch corresponding marketing campaigns, such as Christmas, Valentine's Day, anniversaries, etc., to attract consumers' attention and purchases. For example, some clothing brands will launch limited-time discount campaigns during the Christmas season to attract consumers' desire to buy.
Launch: The brand will hold various press conferences, such as new product launches, strategic cooperation conferences, etc., to show the latest developments and achievements of the brand to consumers and consumers. For example, some technology brands will showcase the latest technology and product innovations at new product launches to attract the attention of ** and consumers.
Public welfare activities: Brands will actively participate in public welfare activities, such as environmental protection activities, charitable donations, etc., to demonstrate corporate social responsibility and values. For example, some FMCG brands engage in environmental campaigns to encourage consumers to reduce their plastic use to protect the environment.
In addition to these large-scale ritual behaviors, brands can also create some small behaviors with a sense of ritual, which can be used in daily brand marketing work to strengthen consumers' impression and recognition of the brand. For example:
Shake before you drink": this is the classic brand ritual behavior of Farmer's Orchard. With the advertising slogan "Shake before you drink", Farmer's Orchard was all the rage. The slogan is designed to make the pulp and juice blend together for a better taste. If the pulp is fully integrated with the juice before shaking, then "shaking" is no longer necessary, and the basis for punishment does not exist.
Twist, lick, soak": this is the classic ritual act of Oreo cookies. After opening the cookie package, consumers need to "twist" to separate the cookie, then "lick" the chocolate layer, and finally "bubble" milk or tea to enjoy. This ritual act not only adds to the uniqueness and fun of the product, but also deepens the connection between the consumer and the brand.
"Pull the lid design": The pull cover design of Lebao beer is also a brand ritual act. This design is not only convenient for consumers to open the beer, but also has a unique aesthetic and ritual sense. Through the lid design, Lebao conveys its brand image of youth, fashion and freedom.
"Special Drinking Ritual": The special drinking ritual of Corona Beer is also a brand ritual act. When consumers drink Corona beer, they need to put lemon slices in the mouth of the beer bottle, which not only adds to the taste and flavor of the beer, but also provides consumers with a unique drinking experience.
Brand ritual behavior has multiple roles in brand marketing.
First and foremost, it helps to enhance brand image and recognition. Through unique ritual behaviors, brands are able to capture the attention of consumers and leave a lasting impression in their minds. This helps to increase the brand's awareness and reputation, making the brand stand out in a competitive market.
Secondly, brand ritual behavior can enhance brand loyalty and sense of value. By creating an emotional connection with consumers, brand ritual behaviors can enhance consumer loyalty and purchase intent. When consumers feel the uniqueness and value of a brand, they are more likely to become loyal fans of the brand and are willing to pay more for the brand's products or services.
In addition, brand ritual behaviors also help create brand differentiation and competitive advantage. Through unique ritual behaviors, brands are able to differentiate themselves from other brands and form a unique competitive advantage. This helps to make the brand stand out in the market and attract more consumer attention and purchases.
At the same time, brand ritual behavior can also promote consumer engagement and interaction. By engaging and engaging with consumers, brands are able to strengthen their connection with consumers and increase consumer satisfaction and loyalty. Consumers are more likely to become loyal fans of a brand and are willing to pay more for a brand's products or services.
Finally, brand ritual behavior can also convey the brand's social responsibility and values. By participating in charity activities or demonstrating corporate social responsibility, brands can enhance consumers' trust and recognition of the brand. This helps to improve the reputation and image of the brand, making consumers more willing to choose and support the brand.
Brand ritual behavior is an effective brand marketing tool that can help brands establish an emotional connection with consumers and increase brand loyalty and value. When conducting or carrying out brand ritual behavior, it is necessary to pay attention to creative uniqueness, consider consumer needs, pay attention to details, maintain consistency, and arrange time and budget reasonably to enhance brand image and loyalty.
Clarify brand goals: First of all, you need to clarify the brand's goals and positioning, and ensure that the ritual behavior is consistent with the brand's core values and goals. In this way, deviations can be avoided in the practice process and affect the effect.
Creative uniqueness: Ritual behaviors need to be creative and unique, avoiding similarities with other brands' ritual behaviors in order to stand out in the market. Unique ideas are able to capture the attention of consumers and leave a lasting impression.
Consider consumer needs: Ritual behavior needs to take into account the needs and preferences of consumers in order to attract consumers' attention and participation. Understanding and satisfying consumer needs increases consumer satisfaction and loyalty.
Attention to detail: Ritual behavior requires attention to detail, from venue layout, process design to the words and deeds of participants, all of which need to reflect the brand's image and values. Details determine success or failure, and only when every link is in place can the overall effect be maximized.
Maintain consistency: Brand ritual behaviors need to be consistent to avoid inconsistencies or inconsistencies that can affect brand image and consumer trust. Consistency strengthens consumer trust and loyalty to your brand.
Arrange time and budget wisely: Ceremonial behavior needs to be reasonably planned and budgeted to ensure that the event runs smoothly and maximizes the effect. Reasonable scheduling of time and budget can ensure that the event runs smoothly and achieves the desired results.
In summary, brand ritual behavior is one of the important strategies of brand marketing, through unique ritual behavior, brands can attract consumers' attention, establish emotional connection with them, and improve brand loyalty and sense of value. At the same time, brand ritual behavior can also create brand differentiation and competitive advantage, promote consumer engagement and interaction, and communicate the brand's social responsibility and values. In practice, attention needs to be paid to clarifying brand goals, creative uniqueness, considering consumer needs, attention to detail and consistency, and reasonable time and budget. In this way, the effectiveness and sustainability of the brand ritual behavior can be ensured, bringing long-term value and returns to brand marketing.
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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, Shuying.com, chief marketing officer, advertising work library and other industries.
Official account: brand market relativity, if you need **, please contact in the official account, welcome to pay attention to the exchange.