Baidu Encyclopedia Interpretation: Brand is a Chinese word, which refers to consumers' cognition of products and product series.
? The essence of brand is that the products, services or other advantages of brand owners over competitors can bring the same or higher value to the target audience. Values include functional interest and emotional interest.
Kotler, the father of modern marketing, defined in Marketing that a brand is a set of specific features, benefits and services provided by sellers to buyers for a long time.
Brand is a standard or rule with both internal and external characteristics. It is the general name of an identification system that makes it unique, valuable, long-term and cognitive by standardizing the concept, behavior, vision and hearing.
Brand is not only a symbol, but also a slogan. If you want to let the public know your brand, you should increase your brand awareness. Let the public see a corner of a sign, or hear a piece of music, or smell a certain smell, and they will know what this sign is. When you go to the mall, you know it's McDonald's when you see M, and KFC when you see the old man with white beard. Look at the advertisement, hear the banging, and then, ha, you know it's Sprite. There is also the previous windows boot sound, which can let us know what it is at once. It's like a visual hammer. Positioning is a nail, vision is a hammer. Enterprises can establish positioning faster and more effectively, causing the buzz of customers. So how do these companies establish their own positioning and speak with customers?
Here is the crushing effect, a brand, if you remove the trademark, what is left. That is, if consumers don't look at the trademark of this product, how can consumers know what brand this product is? There are many examples of foreign brands being crushed in the book, and we all agree with them. But think about our domestic enterprises, it is really rare that they can pass the crushing effect. Now these domestic mobile phones are copied from each other, and the last mobile phone doesn't know what brand except logo. So what can the rolling effect crush?
The crushing effect can be crushed.
1. Image crushing, image is a brand style, no brand trademark can exist completely.
2. The colors are scattered, and many brands want to take their own theme photos. Here's an example that surprised me. In the past, Santa Claus didn't wear red clothes, but Coca-Cola spent a lot of money to make Santa Claus wear Coca-Cola red, which made people think that Santa Claus and Coca-Cola were more suitable for Christmas. Then in the future, we will also print out our educational treasure blue, so that people will know that it is an educational treasure when they see blue with a little red.
3. Shape rolling, highlighting the significance of shape as a brand element, and integrating shape elements into the overall product design by creating a unique appearance.
4. Name crushing and integrated naming strategy can effectively strengthen the public's brand image and awareness.
5. Smash the language and combine the language with the brand. Maybe you don't know how to answer what makes education better now, but one day you will know that education treasure makes education better.
6. The convention has been shattered, and the convention can bring great effects to the brand. Many brands have their own set of inertia, which makes you feel very high-grade, belonging and ceremonial.
7. Broken service, unique differentiated and consistent service. Hotels, hotels and other service-oriented industries, to achieve the ultimate service, then you can reach the same high-grade as Peninsula Hotel.
8. Sound crushing, through which brands can be established. Intel, Dangdang, Dangdang.
9. Navigation mode is shattered, and consistency is established and maintained. You can also design page navigation with your own characteristics in the future.
10. Breaking behavior, the behavior of enterprise personnel also helps to establish cultural and business values.
It is not difficult for us to create our own brand as long as we can achieve one or more of them to the extreme.
We also need to pay attention to our own brand building, build brand building through color, sound, fragrance, taste and touch, and guide consumers to remember beautiful things.
Voice-> Using sound to arouse users' emotions, when we go to buy a car, we are used to slamming the door and listening to the sound, and judging whether the car is thick or not according to the sound. The car company has long known our careful thoughts and spent a lot of money studying the sound of closing the car door. This shocked me (it is not good to spend time and money on studying the quality and safety of cars). There is also the sound of ATM withdrawing money and counting money, which is also recorded to let us know that it is trying to help us withdraw money.
See->; Impact the consumer's vision, because vision is the first impression of the brand.
Smell-> In order to create their own unique smell, people treat their sense of smell honestly. The newly bought Apple computer has a unique fragrance as soon as it is opened, and the new car also has their unique fragrance, which makes consumers smell it fresh.
Taste-> Create your own flavor, so that people can think of your brand as soon as they think of it.
Touch->; Like furniture, mobile phones and clothes, you can be remembered by touching them.
Religion is a good combination of these five senses. The five senses come together, so that you can know that this is a religion anyway.
What are the three realms of an enterprise? The first is to produce products, the second is to provide solutions to others, and the third is to build brands. So it must have the meaning of creating a brand. Now many enterprises are afraid that others will not know when introducing themselves, and they dare not say what their brand is, but only what they do. This is unacceptable. You need the courage to be unknown. Tell others about your brand boldly. A good enterprise can achieve the ultimate, eventually become a religion, and also gain many of its own believers (consumers).
Finally, the book also talks about the future development trend of the brand.
1. Sensory pioneers, including cars and medicines.
2. Sensory adopters, including telecommunications and computers, it.
3. Sensory followers, a large number of other industries (including retail and entertainment) will follow the trend of sensory brands.
So what should we think of after learning this book?
1. Brand building, establishing own brand, determining product positioning, corporate purpose, etc. We need to maintain and create a brand for ten years.
2. Brand rolling, by rolling your own brand, do a good job in every link and let more consumers remember you.
3. Create a five-sense brand.