Brand long journey

Over the past soon, the so-called "Da Vinci imported furniture," the import of consumer concerns and trust the brand translated into swift and effective challenge, and extended to the domestic brand of sorrow and not self-rising expectations. In fact, as domestic consumers, domestic brands ordinary course of the psychological experience of domestic fans with the previous emotional experience of the Chinese men's soccer was similar or even worse: all gone from the tremendous trust to suspicion, from really happy to playful ridicule, scorn from a moving homage to the process ... and they just destroy a brand is the most effective ways and paths, smashing is undoubtedly the most complete Chinese soccer team, but once again the consumer experience in black heart cotton, Apple cement box, Sudan, melamine, deterioration of meat, down from the clouds down to the building agent, after the bridge collapse ... collapse ... but also the rest of the number of brands, but also leave the number of industries and sectors of the image? Every time there is a problem or problems arise, there will be one or a number or group of related or unrelated, professional or not professional, intelligent or seemingly intelligent people out to explain, clarify, rumor, apology or statement to protest or even publicly denounced. Over time, this crisis and the events were more professional public relations practice, even in strict accordance with the procedures and processes of public relations crisis for promoting this which some successful classic, such as 5.12 when the red tank Wanglaoji by consumers on the shelf "ban", but more of a "poor imitation like a dog," Why go in strict accordance with procedures and processes the event will be counterproductive, and why strict accordance with the brand management theory and program design The program will be a serious failure of ... ... Why have they caused us to wonder: What went wrong?

What is the brand

Brand, Brand, the word means "burning", which was and still is the owner of livestock animals, the tools used to identify them from the word's meaning can be seen on the brand actually contains three factors: brand owners, brand owners of the items (including tools, there is an implicit public is the first two factors we have a good understanding of the latter factors may make some people should be "consumers" " customers "or" target consumer groups "and so the like, because such a statement more in line with all the usual cognitive and habits.

But I think the third factor is the brand of "public" is more accurate to describe the simple reason that, "consumer", "customer", "target consumer groups" refers to those provided by major brand owners purchase product / service groups, and their corresponding "product / service", and "public" is included for all people, including competitors, government agencies, etc., but also includes a brand owner itself, is its corresponding " brand. "

As a result, brands and businesses, is a system, a system This system includes a well-known products / services, trademarks, packaging, colors, voice ... ... also includes the brand-owned enterprise rules, regulations, operational procedures ... Of course this also includes the transfer of business to the public all the information and attitude of these companies are active in order to establish a performance brand, which brought the performance to the public the impression of constantly being enhanced and the formation of a fixed cognitive, the companies hope to establish a "brand" also entered the public mind, become a "brand."

And the public identified the "brand" and the company hopes the public perception of the "brand" is the same?

The answer is: not necessarily, such as by year released "White Paper" published in the composition of the industry profit world, and thus to a low-cost air companies to enter this industry, in its first few among the industry who wishes to enhance their brand, changing the low- image price air conditioning, after some line marketing effort had to give up the idea. This is because the brand of air conditioning in the public mind has been very clearly identified as "cheap," "industry price killer" so at the expense of some additional benefits in exchange for the product image of low-cost, so when the brand is trying to raise the price, the public will be passing out information and the company of the brand's image mind (mind) for comparison, if comparing the results do not coincide with the original impression and the impression is not to strengthen the original, it will produce confusion and chaos on the brand recognition, while the confusion and cognitive confusion will enable the public to pass out of the new conflict with information in order to maintain their original mind.

This is all word of mouth: what consumers think you are, you're nothing.

In other words, the brand is not only part of a business, but also a consumer, it belongs to the public.

The brand's core

Brand created by the production, positioning in the public mind, perceived by the public to accept fact this is the process of the birth of a brand and this process is only that we see, after this has more of a business The dominant operation and philosophy.

Bit by bit, the vast majority of Chinese enterprises are beginning to accumulate its own small strength, while also gradually build its own brand, which many foreign companies with different like Procter & Gamble, Unilever, Coca-Cola and so foreign, that are in addition to The brand has accumulated after a century of experience and proven business management, brand management theory, there are strong financial strength. Therefore, these foreign companies in China have a higher competitive advantage, they will naturally take advantage of these benefits means holding high hit by a lot of advertising, market-leading distribution rate, the advantages of market controls, etc. way to build brand through this way shaped by the strength of the brand is relatively weak and more Chinese counterparts can not compete.

But this does not mean that there is no chance of China's brand, such as the Wong Lo Kat, Huiyuan Juice, King of shampoo ... ... Why these brands a success?

The answer is naturally positioned. A good positioning of the enterprise, the enterprise resource on the entire operation revolves around this position, the results of this operation shows up on the adoption of the brand.

So what is the position itself? Positioning is based on the actual situation of enterprises, entrepreneurs want to get together with the results, overall competitive environment and market environment, the basic starting point to find the company and this a good starting point after the decision is the beginning of brand building. prepared from this business because of what quality and price of raw materials, through what kind of equipment and processes, what kind of production-quality products, to what kind of packaging and promotion, through what channels and sales methods, what to sell customers ... These are good from the position after settle down.

This is the brand's core it?

Yet, the brand DNA is what personality is, how relevant identification system to establish ... ... Although this is linked directly with the product, but also by other important factors.

Brand corresponds with the public, the public, including consumers, employees, shareholders, relevant government departments and relevant agencies if a certain brand to consumers to maintain a good image, but their employees are harsh by nature, So imagine, this business does not really deal with the shareholders, the relevant departments and agencies are bound to dubious, over time, and not even too long, the legend on the company's poor will be in the public spread. And a harsh by nature of their employees, and shareholders Xuyuweishe, dubious business with the relevant authorities will take seriously the consumers, will be sincere face market?

Determine what is it? Of values, entrepreneurial values. Entrepreneurial values ​​determine who will or will operate as a founder of what kind of business, will determine the fate of a brand image and the final.

The people behind the brand

When entrepreneurs build a brand, he probably did not expect to make the brand what extent, but after some opportunity to see or discover the vitality of the brand, he will spare no effort to promote the brand's growth and development, but also on various occasions and opportunities to build and maintain brand image; after a period of time, the message that the brand message will be full public recognition and support, such as the JDB Group to "create a world in China class brand "as the goal to" promote the Chinese culture, reshaping the national brand, "the responsibility to be able to get the public's trust and support.

Accordingly, if the pattern itself is not a businessman, values ​​still remain in the money and did not rise to the spiritual dimension of time, even if the company / brand has done relatively large, and will soon be questioned by the public or conflict, such as the "from China, into the sea, "stressed the support of national brands get people to become the first brand of Chinese fruit juice drinks, ready to sell to Coca-Cola at the time, their behavior will be interpreted as" the enterprise as a son to raise, when the pig to sell. " , it was the consumer, business, academia, the general question, but also criticized by the relevant sector institutions; and this brand has been emphasized, "from China, into the sea", it seems full of deceit and sarcastic means from the business point of view, the transaction of business a very common thing, the sale of the brand, especially with the national identity of the brand's sale, we must be very careful because the product is no national boundaries, but there is a national brand This also directly reflects the social role of the entrepreneur and social responsibility.

Social roles and social accountability perspective, not every business can become entrepreneurs.

Accordingly, we can not blame all of the enterprise. When a dairy business entrepreneurs make is far below the industry standard for enterprise standards, should raise the standards throughout the industry, industry associations opposed the president actually, in the The continued problems, and constantly questioned by the public sector where this phenomenon occurs, the wave of entrepreneurial initiatives despite rallying, although there are bold restructuring the industry, but unfortunately bogged down, effectively leaving no.

Similarly, some consulting, advertising agencies and planning companies can not get rid of vulgar, flatter angle of approach and to elaborate the content and performance of the brand and product attributes, brands can also cause a lot of levels to enhance the spirit of one of the factors to the contrary The 2008 Olympic Games, Pepsi-Cola's "Olympic refueling, Beijing refueling," the commercials on brand building and maintenance giving us set a good benchmark for learning and inspiration.

Growth process of a brand full of hardships and setbacks, whether successful or not in the history of the mound behind the brand, there are a number of respected entrepreneurs, managers and ordinary employees, their persistence and commitment and their temporarily avoid and bypass the same admirable.