In the age of the seller's market, since there is not too much product supply, both sellers and buyers have different concerns. In terms of products, there is no time to take into account market research, channel construction and even brand building. With the gradual equilibrium of the buying and selling market, the increase of new product entrants and the rise of consumers' purchasing status, operators with visions in a field began to think about the issue of product recognition. As far as the product itself is concerned, it is difficult to have too much recognition, so everyone has found a way: trademark personification.
The market has proven that this type of identification is one of the best methods.
The evolution of demand for products, trademarks, and brands is not a simple industrial upgrade, but requires certain logical thinking. This kind of thinking does not depend on the richness and technological content of the product, but on the company's operational strategy.
In today's consumption pattern, some people are selling products, some are selling trademarks, and some are selling brands. , no matter which way you sell, there is no right or wrong, it is just your own resource allocation and positioning needs for future development. We cannot arbitrarily conclude that there is no future for selling products in the future. We must build a brand. After all, there are too many levels in the market and the differences in consumer propositions are too great.
As far as branding is concerned, if you choose to take the branding route, you need to solve several problems:
First, there is the problem of the entity and profit composition of the product. For a company that makes money by manufacturing profits, it is difficult to say how good your brand is;
span>
The second issue is the personality of the brand. A brand has a soul, not a product with a fixed personality;
The third is the brand’s staged results and long-term strategic issues;
The fourth is the matching problem between the overall quality of the enterprise and the brand positioning;
The fifth issue is the proximity between the brand’s public perception and its own publicity.
In the market, you can often see brands holding high the banner of brand development, selling trademarks, and making manufacturing profits. This contradiction between strategy, behavior, and results results in a lot of wasted investment, and the product carries a heavy burden of fake brands. This is the current embarrassment of branding and the reason why some companies are repeatedly entangled in the brand road.
There is no so-called good or bad brand, only whether it is suitable for the market; there is no so-called high-end and low-end , only the value is different.
Therefore, some companies have big misunderstandings in brand building. They really want to build a high-end brand, but in the process of brand building, I paid a lot of money and had a lot of fun, but it was difficult for consumers to gain recognition. Because the value of the brand is determined by the industry and the market, all we do is to adhere to the truth and demand transformation.
The process of growing a brand is a process of injecting emotion. BrandingThe process is not a process of investing in advertising and increasing publicity, but a process of continuous care. A brand, from birth to growth, the company's team may go through many generations, but the only thing that remains unchanged is the many diversified emotions for the brand, making the brand more inclusive and understanding of life. Just like we raise children, we can raise them in any way, and the process of growing up determines the outcome of growing up. For example, if you give them full love, the child will be happy and kind; if you give them criticism and irritability, the child will grow up with a lot of your elements.
What a brand conveys to consumers is not Product parameters, but a belief. This belief does not depend on the excellence of the product, but on the boss's personality preferences. We will see some brands that are very loving, including their advertisements. I believe this boss must be a person with great love. Our process from selling products, to selling trademarks, to selling brands today is also the process of consumers’ upgrading and mental transformation. Today, it is said that many industries are not easy to operate. The market is only one aspect, and the differentiation of consumer beliefs is also the main reason. Today, everyone no longer believes in satisfying material desires. The spiritual requirements are getting higher and higher, so it is difficult to do business. Every consumer is no longer picky when it comes to purchasing, but rather chooses the products that match his beliefs.
Since you want to build a brand, it is necessary to:
1. Understand consumption and embrace consumption;
2. Transform beliefs and resonate with consumer beliefs;
3. Earn brand value and abandon the idea of making profits at least;
4. Continuously establish your own beliefs and tolerate everything.
People are different, and their beliefs are different. The brand value is also different. To take the simplest example, most of our advertisements are syllogisms: I am good, very good, I am the best. This is not the case with the advertisements of excellent brands. Watching their advertisements is a kind of appreciation, because they are educating you on how to do something, and you will feel embarrassed if you don't do it. For example, when you see Durex advertisements, you feel like you are enjoying the evening. Especially in this era of lack of desire, watching them will arouse long-lost impulses in you.
Brand is not a trademark, it is a belief, your belief. Everyone can accept faith.
