We should make the concept of brand clear: brand is actually the emotional demand of consumer groups corresponding to product concept. The product brand created by the enterprise should be the concrete embodiment of the emotional value of the corresponding consumers. For example, young girls like Chris Lee in Super Girl, which just shows that Chris Lee's temperament, habits, behavior and other brand elements of this "product" meet the emotional needs of these girls, thus generating value, which is the emotional needs of Chris Lee's corresponding group, not her own needs. Therefore, the brand is something that satisfies consumers' corresponding emotional value to products, not the trademark of enterprise products, its own packaging or product concept. Now many people have misunderstandings in this regard.
After understanding the meaning of brand, let's talk about its role in enterprises.
Brand has four functions. 1 is a * * * function. By registering patents and trademarks, brands can be protected by law to prevent others from damaging brand reputation or illegally stealing brands. Second, value-added functional brands are intangible assets of enterprises, and their characteristics such as value, personality and quality can bring important value to products. Even if the same product is labeled with different brand logos, there will be a disparity in price. Third, shaping the image and functional brand is the cornerstone for enterprises to shape their image, popularity and reputation. Today, with the homogenization of products, they give enterprises and products many special meanings such as personality and culture. On average, the cost of winning a new customer is six times that of retaining an existing customer, and brands can effectively reduce the cost of publicity and new product development by establishing brand preferences with customers.
I understand her role in the enterprise, and now we need to understand its role in consumers.
It has five functions for consumers. 1 is the basic element of brand identification function, which can help consumers identify the manufacturer and origin of the brand, thus distinguishing it from similar products. Second, the shopping guide function brand can help consumers find the products they need quickly, thus reducing the time and energy spent by consumers in the search process. 3. The function of reducing procurement risk. Consumers want to buy products that they are satisfied with, and they also want to be recognized by people around them. Choosing a brand with a good reputation helps to reduce mental risk and money risk. Fourth, the contractual functional brand is the guarantee to provide consumers with stable and high-quality products and services, while consumers repay manufacturers with long-term loyal purchases, and the two sides finally form a contractual relationship of mutual trust through the brand. The last item is the function of personality display. After years of development, brands can accumulate unique personality and rich connotations, and consumers can show themselves by buying brands that match their personality temperament.
I don't know what kind of business you are engaged in, I can only say so much. . . . . I hope I can help you. . . .
Question 2: What role does the brand play in the enterprise? The representative of the image?
For example, Nokia.
Speaking of his quality, you can rest assured.
Distinguish the source of goods or services
Establish your own loyal consumer groups
Improve the profit of enterprise goods or services
Win more brand profits
Fight against competitors and so on.
The above information is provided by Beijing Du Jun Intellectual Property Office for reference only.
For more information about intellectual property rights, please visit the website of Beijing Du Jun.
Beijing Du Jun Intellectual Property Office is a research-oriented service organization focusing on intellectual property services in China, which integrates trademark registration, patent and litigation consultation, copyright registration and customs filing, author/well-known trademark identification, brand dynamic monitoring, enterprise intellectual property overall planning, intellectual property industry application, brand strategic design planning, brand strategic management research, trademark knowledge base and brand strategic information base construction.
Question 3: What is the significance of brand building to enterprises? Let's learn about brand building first. Brand building refers to the behavior and efforts of brand owners to design, publicize and maintain their brands. What is the significance of brand building to enterprises? Many entrepreneurs will think that for enterprises, products are the most important, and others are secondary, including brands! Of course, having good products is the foundation of enterprise development, but an enterprise without a brand is like losing its soul. Without the support of brand, it is difficult for enterprises to break through the bottleneck of development! Why? Let's have a look! Brand is an intangible asset, which can bring benefits far beyond its own. Its purpose is to identify the products of a seller or a group of sellers! With the development of the market and the enhancement of consumers' brand awareness, the role of brand and its influence on enterprises are immeasurable. With the support of brands, enterprises can use brands to stimulate the value of products. Besides, in the current product market, there is no competitiveness without a brand, and there is no foothold in the market without competitiveness. Brand has become the main source and survival foundation of enterprise profits, and also the source of power for market innovation. Therefore, how important it is to build your own brand! How to build a brand? Brand building includes brand positioning, brand planning, brand image and brand expansion. Secondly, the construction of enterprise brand should be based on honesty, with product quality and product characteristics as the core, so as to cultivate consumers' reputation consciousness, and the products of enterprises can have market share and economic benefits. Visible brand building is a big project, the success or failure of this project is related to the future of this enterprise! So if we want to be a brand, where can we find a brand building company? What kind of brand building company is suitable for us? Our Guangzhou Huaxi Enterprise Management Consulting Co., Ltd. can help you solve this problem. We can establish brand documents according to your company's situation, let our brand consulting experts help you analyze and introduce you to a brand building team! If you need internal training, then we can invite someone to help you train and improve the brand awareness and cohesion of employees! About "",I will share it here today. Guangzhou Huaxi Enterprise Management Consulting Co., Ltd. hopes that the above contents will help you!
Question 4: What is the real meaning of brand? Editor's note: In fact, the most common thing in a person's life is not a tree, nor a road, but a brand. It can be said that everything in our daily life is inseparable from the brand, so what is the meaning of the brand? What exactly is a brand? This proposition attracts countless elites to think and seek. There are countless definitions of brands, and different people do have different opinions. Comparing and analyzing the definitions of various brands is actually an editor's note: in fact, the most common thing in people's lives is not a tree, nor a road, but a brand. It can be said that everything in our daily life is inseparable from the brand, so what is the meaning of the brand? What exactly is a brand? This proposition attracts countless elites to think and seek. There are countless definitions of brands, and different people do have different opinions. Comparing and analyzing the definitions of various brands, it is found that many so-called authoritative people's views are only from a certain angle, just like "the blind touch the elephant", and it is difficult to understand the origin of the brand. I. popular definitions AMA defines a brand as follows: a name, $ TERM, logo, symbol or design, or their combination, which aims to identify the goods or services of a seller or a group of sellers and distinguish them from those of competitors. (AMA, 1960) brand is a name, term, logo, symbol or design, or their combined application. Its purpose is to identify the products or services of a seller or a group of sellers and distinguish them from those of competitors. Because of the authority of AMA, this definition is adopted by most people, even Philip, the master of marketing academia. Kotler also used it in his works. In fact, it is only from the "physical characteristics" of the brand, and the essence is the definition of the trademark. Ogilvy founder David? Ogilvy & Mather's definition of brand in 1955 is as follows: the important sum of product attributes, its name, packaging and price, its history, its reputation and its advertising methods. Brand is a complex symbol, which is the intangible sum of brand attributes, name, packaging, price, history, reputation and advertising methods. Walter. Walter Landor, one of the great figures in the history of advertising, once said: Simply put, a brand is a promise. By identifying and appraising products or services, it provides profits in fact and quality. In short, brand is commitment. By identifying and evaluating products or services, it expresses the guarantee of quality and satisfaction. David? David Aaker is also a great figure in the history of advertising. In the book Building a Powerful Brand, he puts forward that a brand is a "spiritual box" and gives the following definition of a brand from the perspective of assets: a group of assets (or liabilities) related to brand names and symbols can be increased (or decreased). The value provided by a product or service. A group of assets (or liabilities) related to a brand name and logo that can increase or decrease the value of a product or service. A brand is the most valuable >>
Question 5: The role of brand (1) Brand-the embodiment of the core value of a product or enterprise-consumers or users should remember that commodity tools should not only sell goods to the target consumers or users, but also make consumers or users feel good about the goods through their use, so as to repeat purchases, constantly publicize them, form brand loyalty, and let consumers or users repeat purchases. Consumers or users form a sense of satisfaction through the use of brands and branded products, and they will form a consumption experience around brands and store it in their memories, forming the basis for future consumption decisions. Some enterprises have established a good image for their brands, endowed them with good feelings, or represented a certain culture, so that brands and branded products have formed beautiful memories in the minds of consumers or users, such as McDonald's. People will feel a kind of American culture and fast food culture about this brand, and associate it with a kind of quality, standard and hygiene, and can also arouse children's good memories in McDonald's restaurant through the brand. (2) Brand-Establish a brand to identify the seller's products or services due to the need of competition. Brand design should be unique, with distinctive personality characteristics, brand patterns, words and other characteristics different from competitors, representing the characteristics of enterprises. At the same time, different brands represent different products with different forms, different qualities and different services, which can provide reference for consumers or users to buy and use. Through brands, people can identify products and choose to buy according to brands. For example, when people buy cars: Mercedes-Benz, Volvo, Santana, Mitino and Engel, each brand represents different product features, different cultural backgrounds, different design concepts and different psychological goals, and consumers and users can choose according to their own needs. (III) Brand-guarantee of quality and reputation Enterprises design and create brands. Building a brand and creating a famous brand are the knowledge gradually formed by enterprises under the conditions of market competition. People hope to distinguish products and enterprises more through brands, form brand follow-up through brands and expand the market through brands. The establishment of brand and the formation of famous brand can help enterprises achieve the above goals and make brands a powerful competitive weapon for enterprises. The appearance of brands, especially famous brands, makes users form a certain degree of loyalty, trust and follow-up, and makes enterprises have a backing foundation in the competition with rivals. Brands can also use their own market expansion capabilities to drive enterprises into new markets; Promote new products to enter the market; Brands can use the ability of brand capital operation to expand their own enterprises through franchising, contract management and other certain forms. (d) Brand-the "cash cow" brand of an enterprise wins by quality, and the brand is often accompanied by cultural and emotional connotations, so the brand adds added value to the product. At the same time, the brand has a certain degree of trust and follow-up, and enterprises can set relatively high prices for the brand and obtain higher profits. Well-known brands among brands are the most prominent in this respect, such as Haier household appliances, whose prices are generally higher than similar products; This shows that brands, especially famous brands, have brought great benefits to enterprises, and brands have been recognized as intangible assets. (5) Brand-selling more expensive+selling more, driving business, that is, "business-oriented brand management". The difference between product value and brand value (VI) Brand-Distinguish competitors, that is, manufacturers use brands to distinguish their products from competitors' products. Early enterprises' understanding of brand is as simple as that. They think that just giving their products or services a name is enough to distinguish their competitors. Therefore, the names of many brands are directly based on the surname or first name of the founder of the enterprise, which is convenient for customers to identify. However, if a brand wants to stand out in the market of many competitors, it needs to provide special discounts for consumers through products to meet their actual needs in order to succeed. For example, "remy martin" can't really be distinguished from other wine brands if it can't give consumers a sense of "being different". Excerpt from dialogue brand mortal/dawn reporter: product value is generally easier to understand, but many people still have a vague concept of brand value. What do you think of the difference between the two? Mortal: First of all, any value is relative to people. It can be said that everything is priceless, and value is generated by people's needs. Therefore, product value and brand value are relative to demand.
Question 6: The importance of brand A brand is an identification sign, a spiritual symbol, a value concept and the core embodiment of excellent quality. The process of cultivating and creating brands is also a process of continuous innovation. Only with the power of innovation can we be in an invincible position in the fierce competition, and then consolidate the original brand assets and participate in the competition at multiple levels, angles and fields. (1) brand-the embodiment of the core value of a product or enterprise; (2) Brand-a discriminator for identifying commodities; (3) Brand-guarantee of quality and reputation; (4) Brand-the cash cow of the enterprise; The primary function of (1) brand is to facilitate consumers to choose products and shorten the purchase decision-making process of consumers.
Question 7: How important is the brand to the enterprise?
What is the importance of brand building to enterprises?
1, without building their own "brand", the products of enterprises will lack competitiveness, and there will be no added value and high profits that entrepreneurs dream of;
2. The added value is low, and enterprises lack capital investment in product research and development, management upgrading and marketing.
3. Without strong brand competitiveness, the market competitiveness of enterprise goods will be lost to competitors, and its market price will naturally be difficult to increase, which will bring lower added value and make enterprises fall into a strange circle of low-level competition and enter a more vicious cycle.
Therefore, for enterprises, the level of brand competitiveness determines the profits between enterprises, the success or failure of products and the strength between enterprises.
Creating a strong brand is a far-reaching thing for an enterprise, which is the basis for the enterprise to gain the core competitive advantage, and also the key for the enterprise to rise and grow rapidly in the contemporary international market economy competition. The huge China market has become the main battlefield for domestic and foreign enterprises to compete. Regardless of strength, scale and qualification, enterprises are doomed to survive and aspire to develop in the same competitive environment. In order to win in the competition, we must focus on building a "strong brand" with core competitive advantages.
The ultimate goal of building a strong brand is to continuously obtain better sales and profits. Because the reuse of intangible assets is cost-free, as long as we plan the brand extension strategy with a scientific attitude and superb wisdom, we can make full use of the intangible assets of brand resources and realize the leap-forward development of enterprises through reasonable brand extension and expansion.
Nowadays, market competition has actually developed to the stage of "brand war", that is, "competition of brand core advantages". Competition without brand is powerless, goods without brand support are fragile goods, and markets without brand foundation can be said to be not "occupied markets" at all. Therefore, many enterprises and investors realize that "brand" is the most valuable asset of enterprises.
Beijing Chuanfu brand planning agency is good at grasping the key problems of enterprises, taking helping enterprises solve the urgent market problems as the starting point, shaping brands in market behavior, and advocating the style of surprise solution and efficient practice. From the source of wisdom-the wisdom in the Bible, the planning organization of Chuanfu relies on experienced, professional and efficient teams, rich practical experience, advanced and scientific communication strategies and sincere service attitude to help customers improve their visibility, reputation and loyalty, support enterprises to quickly complete the breakthrough growth of brand and sales, and strive to bring value changes from win-win to win-win for customers.
Chuanfu brand strives to bring the greatest commercial value to customers.
Chuanfu brand creates a brand that consumers love!
Question 8: The significance of brand protection As an important asset of an enterprise, its market competitiveness and brand value are hard to come by. However, the market is not static, and enterprises need to constantly maintain their own brands. 1. Brand protection is conducive to consolidating the brand's market position. The phenomenon of brand loss such as brand awareness, brand reputation decline, sales volume and market share decline in the competitive market is called brand aging. For any brand, there is the possibility of brand aging, especially in today's fierce market competition. Therefore, constantly maintaining the brand is an important means to avoid brand aging. 2. Brand protection helps to maintain and enhance the vitality of the brand, which depends on the needs of consumers. If the brand can meet the changing needs of consumers, then the brand will have strong vitality in the highly competitive market. On the contrary, brand aging may occur. Therefore, we must constantly maintain the brand and meet the needs of the market and consumers. 3. Brand protection is conducive to preventing and resolving crises. The market is changing, consumers' awareness of * * * is also increasing, and brands are facing threats from all sides. Once the enterprise fails to predict the coming crisis or has no strategy to deal with it, the brand will face great danger. Brand maintenance needs to continuously improve the quality of brand products or services, which can effectively commit the brand crisis caused by internal reasons, strengthen the core value of the brand at the same time, and carry out reasonable brand extension and brand expansion, which is conducive to reducing the spread risk after the crisis. 4. Brand protection is conducive to resisting competitive brands. In the competitive market, the market performance of competitive brands will directly affect the value of corporate brands. Only by constantly maintaining the brand can we remain competitive in the highly competitive market. At the same time, it will also play a certain role in resisting counterfeit brands.
Question 9: The importance of brand promotion Facing the increasingly fierce modern market competition, the development of enterprises tends to be branded and internationalized. In the final analysis, the competition between enterprises is brand competition. Therefore, brand building has become the top priority of enterprise management strategy, and brand promotion is the basic core of brand building. Bai Di. com has been focusing on brand promotion for several years, and has a relatively high popularity and good reputation in the industry.