Concept: brand container
Keywords: trust, priority; Understanding, trust and preference; Transaction cost; Category, taste and quality.
Definition:
Brand is the container of consumers' "understanding, trust and preference", which reflects the complete and formal official image of the enterprise internally and externally. The more you go from understanding to trust to preference, the greater the value of this container. If consumers always give priority to your products and services, your brand is called brand, otherwise, it can only be called trademark, an empty brand container. George miller, a cognitive psychologist, discovered the famous "Seven Laws": the human mind is extremely limited and can only remember limited information. People usually classify and store information, and each category usually can't remember more than seven pieces of information. The spiritual resources of consumers are the most important resources for enterprises to build brands.
Advantages of the brand:
* For enterprises, it can enhance the trust of consumers and let their consumers choose their products first;
* For consumers, brands condense what users need to know into a symbol (at first, let others know about you and rely on your resume; Come upstairs, let others know you and rely on your business card. Finally, let others know you, by name), greatly reducing their transaction costs, such as:
For example, you go to the mall to buy a refrigerator. You chose Haier, but the salesman urged you to buy another unknown brand, which has the same quality and function as Haier refrigerator, but the price is low, 500 yuan. Will you choose the one he recommended? If it were me, I would insist on buying Haier. Because of the comparison between the two, I know Haier better, and Haier is more famous and correspondingly more secure. Even if what the salesman said is true, how much time and energy should I spend to verify this information? I might pay more than 500 yuan.
Use:
Three methods of establishing brand container:
First, extract a special value called "category" from your product and put it in a brand container. Category: Emphasis on function. When customers do something, certain scenes will think of you first, and even use your brand name instead. For example, don't know what a brand is? Google it; Hungry and sleepy, have a cup of fragrance. Injected products should pay attention to positioning and differentiation, meet very subdivided and unique needs, and are irreplaceable products. For example, "afraid of getting angry and drinking Wang Laoji" is to open up a new category of drinks.
Second, inject "taste" value into the brand container. The value of "taste" is more emotional, and we can understand it as tonality. For example, some people like the story behind the brand, some people like the design behind the brand, some people want to be recognized by others through their own products (Van Buren effect), and some people want to be different. For example, Starbucks coffee is not the best, but it is the favorite of middle-class white-collar workers. Inject taste, you can work hard on design and art,
Third, inject "quality" value into the brand container. Muji was founded during the period of economic stagnation in Japan. Its slogan is "value for money", not "brand premium", and it emphasizes the value of "quality". So it has also achieved great success. To inject quality, it is necessary to emphasize the strength and length of enterprise integration of industrial chain.
What brand needs to be injected, which to inject first, according to your actual situation, you can start from the category or quality. Regardless of your strategy, quality is a very important cornerstone.
Reminder:
Brand is a double-edged sword, which can bring you great benefits, but if it is not used well, it will hurt all products. After establishing a brand, we must operate with care. Once you lose the trust of consumers, you may change from "priority choice" to "priority not choice".
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If you are still interested, you can refer to the summary of the study notes of "Five Minutes Business School" in Shi Daila, Xiaoya, and read more!