1, the super symbol is a symbol that people remember, are familiar with and like, and will obey its command; Super symbol is a "force" hidden in human culture and a collective subconscious hidden in the depths of human brain.

Case: I love 50 kilometers south of Tiananmen Square in Beijing (Gu 'an Industrial Park).

2. Building a brand means building a symbol.

Brands either start with symbols or become symbols, usually both. Gu 'an Industrial Park began with Tiananmen Square.

Both advertising and brand communication theory can be classified as "propaganda". Propaganda is an activity that uses a set of symbols to achieve a specific purpose. For example, the state uses symbols to influence people's beliefs, attitudes and behaviors. Brand symbols affect consumers' ideas, opinions and consumption behaviors.

3. Commodities are also symbols.

Commodities are symbols, and people in consumer society define their roles through consumption symbols. LV stands for success. Symbols define commodities, and commodity symbols define people. Symbols control people's behavior and are the driving force of our consumption.

Symbols are not only trademarks, but also all visual, auditory, tactile, olfactory and taste symbols with bearing significance.

The relationship between commodity and symbol-commodity contains consumption value, which conforms to reveal and strengthen this value. Symbols guide consumption, and symbols give life to commodities.

4. Integration value in brand strategy.

Propagation is the process of encoding symbols and then decoding them for the receiver.

The purpose of marketing communication is to urge consumers to buy by influencing their thoughts and behaviors.

Three functions of symbols

Reference recognition function

Information compression function

Action command function

These three functions are the value of symbols in brand strategy. "

5. Use symbols to create the smallest memory unit of the brand.

? When we study symbols, we try to turn the smallest death souvenir into a brand symbol and achieve three effects:

Everyone remembers the same tablet (Sanjing oral liquid, everyone thinks of the blue bottle).

It's hard to forget when you think about it.

It can carry the identity and value of the brand and realize zero-loss communication.

The super secret of brand promotion-publicity is repetition, and it should be repeated persistently. Ten years, a hundred years.

6. Where are the super symbols?

Super symbol of super symbol

Quotes are the strongest and clearest.

Concentrated information is the largest, strongest and most accurate.

The willpower to act is the strongest, which has the greatest influence on people's behavior and affects the most people.

The use of super symbols can maximize the efficiency of brand communication.

What kind of symbols are super symbols-public symbols and cultural symbols. Traffic signs, warning signs, gold ingots, tablecloths, etc.

The role of super symbols-easy to change consumers' brand preferences; Launch a large-scale purchase in a short time; Let a new brand become an old friend of consumers overnight.

Super symbol is the prototype of human culture and contains the power of human culture. Case: Chubang Soy Sauce

China's packaging and China's method are the biggest media, and packaging is the most important strategic tool of the brand.

Greatly improve product visibility and establish display advantages.

Establish brand preference immediately.

Arouse the desire of the senses

Super symbol method is the most efficient reflection method to stimulate consumers' instinct. Symbol is a deep consciousness in human brain, a cultural conditioned reflex and a direct and instinctive reflex shortcut. Case: I love you in Xibei Youmian Village.

7. Five paths to create brand symbols.

(1) Vision first. Most of the symbols we usually say are visual symbols. Choose standards and never forget them.

? (2) Listening is not necessarily second. Brand auditory symbols are better to use than not to use. Hearing has incomparable advantages over vision, and hearing does not need to be seen. Consumer communication is word of mouth, not blinking. The selection criteria are familiar. Keith, Tianqi, and other lights. . .

? (3) Smell symbols and taste symbols, such as Laoganma.

? (4) Tactile symbols, taking Kenya Hara as an example.

8. Visual conformity is not only a brand symbol, but also a symbol of product design.

The significance of symbols is to reduce the cost of brand communication-the cost of being discovered and the cost of being remembered. BMW front face, Adi three bars.

Principles of packaging design of brand goods

Effect: Let consumers recognize your brand at a glance.

Methods: The use of symbols is definitely not to make the brand logo bigger, but to form a unique symbol effect and style. Even if you tear it into pieces and pick up a piece, you can identify the brand.

? Case: Six-star long-acting fertilizer

9. Parasitic brands in consumers' life behaviors.

The method of super-symbol is to graft culture or life, which we call "brand parasitism". Brands are implanted into consumers' lives and parasitized in consumers' life behaviors, such as shouting "Tianqi-"when taking pictures, that is, Tianqi brand is parasitized in the act of taking pictures.