But what does a long-term brand depend on? More is just a brand name.
Over the years, we have seen a few short-term brands, many of which are even short-lived and then disappear. This does not rule out that some of them are public relations issues, but more are probably brand promotion and brand profit and loss problem.
To study this, we should start with short-term brands. How is the short-term brand formed? Just like in the picture:
The enterprise has created a brand, and the brand is just a product. In the absence of external interference, if you want to create a brand, you must create a selling point and then use this selling point to incite the brand. Users also know the brand because of this selling point, which collides with users' needs and guides users to buy.
Take the well-known brands, such as Head & Shoulders, for example, the slogan of the early publicity was: dandruff disappears without a trace, and hair is more outstanding.
At the beginning of the brand, the selling point was promoted to the extreme, so we met Head & Shoulders. After a while, we remembered the name more. When we think of dandruff, we will say to buy Head & Shoulders instead of dandruff shampoo.
China Mobile-Communication starts from the heart; Haier-always sincere; Similarly, for a long time, how many people remember the earlier slogan?
The process of brand from slogan to name, that is, from short-term brand to long-term brand, can be roughly divided into three steps:
1) selling point to enlarge selling point, which is what previous brands need, and it is also the gap between the image of a brand and the public.
2) The quality of the selling point. After enlarging the selling point, if there is no quality to support the selling point, then the brand will easily collapse. Just like the above example, if Haier is not sincere and Head & Shoulders does not peel off, the result can be imagined.
3) Replace categories with names. If the selling point can be the first in a category, then the name is naturally a substitute category. Just like we want herbal tea, we won't tell our boss that we want a can of herbal tea but a can of Wang Laoji, because we have agreed that herbal tea = Wang Laoji, Wang Laoji = herbal tea.
After a period of time, consumers no longer remember the selling point of a brand, because the selling point has replaced this category with a brand. When consumers need this category, they will naturally think of the brand name, which reflects the importance of a name.
-This article was originally written by Long Yiming, and it is forbidden to reprint without my permission. For more articles, please pay attention to: a page of brand planning book-