A product is divided into three levels from the perspective of brand:
1, physical properties. Mainly the physical efficacy and use value of the product. For example, Parker pen can write. 2. Sensory experience. If the affection for the physical properties of products continues to rise, it will rise to the level of sensory experience. For example, Parker's pen is beautiful in shape and writes smoothly. 3. Emotional expression. When the sensory experience of a product rises to a certain height, it will form emotional expression. People often express their views on life, express their feelings and seek spiritual sustenance by using a certain brand of products. For example, with a Parker pen? High quality, noble? .
The connotation of brand core value lies in the third level, namely emotional expression. Today, with the increasing homogenization of products, the probability of defeating competitors through the physical properties of products is getting smaller and smaller, and people tend to pay more attention to the transmission of emotions and the symbol of identity when choosing brands. Therefore, brands sell products, but also spirit and culture. The core value of a brand is only to bring inanimate products to the spiritual and emotional world of flesh and blood and give them life.
Principles of refining brand core value
(A) brand core values should have a distinct personality.
Just as unique people will leave a deep impression on people, the more distinctive the personality of brand core values, the more deeply rooted in people's hearts.
In today's diversified society, people's preferences are different, and consumption is becoming more and more personalized. No brand can be a one-size-fits-all product? Tiger balm? . Lack of individuality and similar brand core values will make consumers regard brands that enter the market late as? Imitation show? , so that the brand quickly submerged in the sea of brand Wang Yang. Only highly differentiated and distinctive brand core values can shine brilliantly at low cost and attract consumers' attention.
Coca cola? Optimism? BMW? The pleasure of driving? Volvo? Is it safe? Avon? Women's confidants? Haier's Sincerity? Hisense? Innovation? , Nongfu Spring? Source running water? What about Kim? The core values of those strong Fu cultural brands are all distinct and full of life.
On the other hand, the well-known domestic brand Hongtashan, its? Behind the scenes, hongta group? The slogan seems to express a kind of? Modesty and courtesy? However, in its advertising screen, the Pentium Yellow River and the majestic Great Wall seem to want to interpret a grand and confusing. The original core spirit of Dahongying? The spirit of the new era? The concept is too vague and then repositioned? The spirit of victory? Only in this way can the brand concept be clear. In 2000, the relevant agencies conducted a brand equity survey of the five major color TV brands, and found that consumers' brand associations of the top three brands were almost surprisingly consistent. It is difficult to leave a deep imprint on consumers' minds with vague and similar personalities of brands.
In fact, it is not difficult to extract highly differentiated and distinctive brand core values by penetrating consumers' hearts and exerting creative thinking. For example: the wine of this century? This life is predestined friends, this life has no regrets? It is refreshing in the strength of liquor market. In the case that the market of blood-enriching health care products tends to mature, what will Cher take? Is the blood-enriching effect more lasting? Different from market pioneers Park Xue and Red Heart K? Is it quick to replenish blood? , just fight our way out.
(2) The core value of the brand should be able to resonate with consumers.
Only when the core value of the brand is close to the hearts of consumers can it resonate with consumers and make them like it. Therefore, in order to refine the core value of the brand, we must strive to understand the inner world of consumers, their values, aesthetics, preferences, desires and so on.
For example, Lux Soap 1986 entered the market, and Shufujia 1992 entered the market. However, Shufujia came from behind and became the dominant soap market today, with a market share of 4 1.95%, and Lux ranked second with a market share of 36.8%.
As for brand holders, Lux is followed by Unilever, which ranks 54th in the global 500, and Shufujia is followed by Procter & Gamble, which ranks 75th in the global 500. In brand promotion and product packaging, Lux has been inviting international movie stars to perform for more than 70 years. Moist and noble? The core value of the brand, crystal products, bright packaging. Shu asked the housewife to tell her? Sterilization? The core value of the brand, the product color is gloomy and lacks aesthetic feeling; In terms of the persistence of brand communication, both parties are brand experts, who have been conducting communication marketing around their own brand core values for many years; On product quality, Lux is fragrant and smooth. Although it is awkward? Sterilization? But experts know that an ordinary daily chemical factory in China can also produce products with this function.
After in-depth study, people found that Lux? Moist and noble? What about comfortable skin? Sterilization? Close to the hearts of consumers, this is the main reason for its defeat. Lux moisturizer. Good, but many other soaps also have this function, but they are good for the skin? Sterilization? It's important because sterilization is a matter of health!
Through this example, we can easily see how important it is to gain insight into the inner world of consumers!
(C) brand core values should be inclusive
When establishing the core value of a brand, we should also consider its inclusiveness. If with the development of the enterprise, the brand needs to be extended, and it is found that the original brand core value can no longer accommodate new products, it will be a huge waste to transform it.
Inclusiveness is reflected in both space and time. In space, if the brand expands other types of products or operates across industries in the future, it should be embedded in the brand extension pipeline, and the brand core value should be available for a variety of products. Like Haier's? Sincerity? Can accommodate many products. In terms of time, we should consider staying behind for a hundred years, such as Coca-Cola's? Optimism? One hundred years is not out of date.
The tolerance of brand core value should depend on the business strategy of the enterprise. The brand of an enterprise develops a single product. What if the product wants to highlight its function? Selling point? So as to occupy the market segment, the tolerance of brand core values should be small, such as Shu Fujia? Sterilization? , Xia Shilian? Chinese medicine tonic? . If the product is a product that embodies identity or expresses emotion, or the brand will extend a variety of products in the future, then the brand core value should be inclusive, such as Marlboro's? Masculine and heroic? Neptune? Health makes the future? . The maintenance of brand core value should have extraordinary power. Persistently maintaining the core value of the brand has become the secret of many international first-class brands to build a century-old golden signboard.
Once the core value of the brand is determined, it must be determined by dripping water! "Insist on maintaining it. All marketing communication activities of an enterprise, from product research and development, price, packaging, advertising, public relations, sponsorship and promotion, to news hype, soft-text propaganda, market vividness and after-sales service, should be interpreted around the core values of the brand? , insist that Qingshan does not relax? , unmoved by the wind and rain. This means that every marketing activity and advertising cost of the enterprise are on the same track of the brand core value, which deepens consumers' memory and cognition of the brand! Contribute to brand building.
Brand core values should be adhered to vertically and horizontally. Horizontal persistence: In the same period, marketing communication activities such as product packaging, price, advertising, public relations, promotion and market vividness should focus on the same theme and unify their images. Vertical sustainability: 65,438+0 years, 2 years, 65,438+00 years ... Different expression themes and image ranges of brands in different periods should focus on the same brand core value.
A brand that constantly introduces mediocre advertisements but has the same theme is much more likely to succeed than a brand that often has wonderful advertisements but the theme is reversed. Many practices have proved this.
A hundred years of glory? Coca cola? From 1886 to now, more than 100 advertisements have been used, and the characters and plots have also changed, but what about their interpretation? Optimistic and brave to face difficulties? The core value of has not changed for a hundred years. ? Marlboro? Read it? Masculine and heroic? It's been 50 years, and Lux has invited international movie stars to perform? Moist and noble? The image is also 70 years old? ......
On the other hand, many brands in our country, the theme of advertising appeal is constantly changing, free to travel. For example:? The sun rises? Iced tea, the original advertisement is twins, interpretation? Fly higher and higher? The theme, and the cheerful scene of a group of young people later, expressed? Good mood and good taste? Then there is the scene of Andy Lau dancing with a woman at the ball. Another example: the slogan of Confucian family wine? The wine in Confucius' house makes people homesick? It's well interpreted, right? Family culture? This idea, however, lasted for a while? Confucian culture? Promote as the core value of the brand. Another example: national brands? Very coke? What's the starting slogan? Coke was later said? Young without failure? And this seems to have something to do with Pepsi? A new generation of choices? Similar ... similar to the phenomenon that this advertising theme calls for a trip to heaven! Tend to dilute brand value.
The maintenance of brand core value should be reflected not only in advertising and other means of communication, but also in marketing strategies such as product function, packaging, price and humanized service.
For example: Haier's? International star service? Expression? Always sincere? . Every car of BMW is light and smart in shape. Is this an interpretation? The pleasure of driving? . Rolls-royce has always used manual manufacturing technology, which embodies? Mounts of the royal nobility? . On the contrary: What is the core value of Konka's brand? Fashion life, high technology, modern? Konka is the first enterprise in the domestic color TV industry to win an award at the Global Consumer Electronics Show in Las Vegas. It has technical advantages, but it does not have cost advantages. However, in the face of fierce price reduction attacks from competitors such as Changhong, it lost its foothold and started a price war. The result was defeated in 2000. Haier, on the other hand, stands firm, and its product price is always higher than that of its competitors, but it is profitable.
On the one hand, many enterprises have not deeply realized the importance of brand core values, and marketing communication is often affected by the market environment, thus deviating from the track of core values. On the other hand, enterprises frequently change advertising companies. In order to show their superb skills or earn more profits, advertising companies often plan and publicize in their own way, and there is no unified main line, so that the theme of advertising attracts the world.