WISDOM&B Zhen Zhi Mei'S Experience -- Brand Management

Zhen Zhimei costumes

After years of careful management, it has achieved remarkable results and has become a famous brand in China's apparel industry.

However, with the highly homogenization of products and services and the increasingly fierce market competition, consumers have entered the era of brand consumption, and image differentiation will become the main means of future competition.

Therefore, Zhen Chi Mei will take the enterprise and

The construction is pferred to various franchised stores, and the core competitiveness of the terminal is constantly strengthened to meet the needs of the new market competition.

To this end, the company will upgrade and optimize management for various stores, so as to integrate the inside and outside image of enterprises and expand brand awareness.

The establishment of terminal stores is the focus of the development of Zhen Chi Mei marketing network. By forming strong and vigorous sales terminals, the competitiveness of Zhen Chi Mei dress in market survival and development can be enhanced, and the win-win situation between the company and every franchisee can be truly realized.

Create the whole store image, attracting consumers' eyes for the first time.

The whole store image is one of the most effective tools to spread the brand image and is the top priority in the terminal brand building project.

In view of the excellent brand awareness and the strength of the whole series of products, the super store area of Kanoue Zhentomomi stores and all aspects of conditions provide the possibility for Zhen Chi Mei to create the entire store image.

Here,

Special store design, display layout, decoration and other aspects of comprehensive integration and upgrading, based on the existing uniform decoration style of each store, on the basis of natural pition, according to the characteristics of the store itself to give full play to the director, according to the clever design, using different size specifications.

The balloon and other ornaments are decorated to make it atmosphere, comfortable and eye catching, and to blend with the surrounding environment and get out of spirits.

All store doors are designed with a unified brand name Zhen Chi Mei logo, the background is standard pink, bright and clean, showing the feminine beauty of femininity.

Brand name and font are unified by company.

The standard word, the color is the standard black and white two kinds, simple atmosphere, symbolizes the strategic implication of the company's globalization, and sets off against the pink background, showing the brand's magnanimity and visual pmission rate.

In this way, through the unified coordination outside the store, from small to large, from the inside to outside, the core value and personality of Zhen Chi Mei are well manifested. The image of Zhen Zhi Mei store is integrated with the connotation of Zhen Zhi Mei brand, forming a unique brand style of the exclusive store, which can distinguish the other brand stores, but also has the affinity and the capacity to accommodate thousands of brands.

Unified store visual identity system to extend brand connotation

Visual identity recognition (VI) system is an important guarantee for standardized and standardized operation of franchised stores.

By standardizing the image of store stores throughout the country, Zhen Zhimei is not only conducive to the dissemination of brand and store image, but also to consumers' recognition and memory.

The visual identity of stores is mainly reflected in the visual aspects of store image and advertising, product display, office and business supplies.

At the same time, in order to ensure the standardization and unification of the visual identity of franchised stores, franchisees must strictly carry out the renovation or renovation of the store according to the requirements of the visual identity recognition standard of the store.

First, the unity of decoration and decoration, from shop signs to image wall (cashier's desk), brand logo of each exhibition area, color of ceiling, floor color, intensity and so on, all are arranged according to the unified regulations of the company. Two, it is the product display specification, which shows every one with the logo of Zhen Zhi Mei products outside, forming a natural pition of the overall brand image; three, the standardization of store management and unified business.

The four is the unification of publicity signs, the unification of all kinds of price cards, business hours cards, data frames, authorization books, authorization cards, all kinds of ornaments, light boxes, posters, all kinds of cars, street signs and building advertisements.

The unified brand visual identity system has not only promoted the whole brand.

The image of a store will also be an atmosphere.

The connotation is displayed to the consumers, which directly drives consumers' purchase of Zhen Chi Mei products after touching the feelings of consumers' kindness and trust to Zhen Chi Mei brand.

Unified advertising outside the store, accurately disseminate brand appeal

Advertising is not only used by companies in promoting brand promotion nationwide, but in the construction of Zhen Chi Mei's terminal, advertising is not only to promote sales, but also to strengthen the terminal brand building.

stay

In the terminal store, there are two forms of advertising: one is store advertising, the other is outdoor advertising, both of which are the best tools for brand promotion.

Creation is closely related to the essence of the brand, the atmosphere of the exclusive store, and the psychological needs of consumers, so as to better convey the cultural connotation and brand image of Zhen Chi Mei. The two is to cancel all the advertisements that do not conform to the unified regulations and to put them into the advertising advertisements provided by the company. Three, according to the quantity of the advertisements and the size of the stores and the atmosphere of each store, make appropriate additions and posting so as to achieve the finishing touch; four, carry out a comprehensive clearance of outdoor advertisements, clean and maintain the outdoor advertising pictures that meet the company's requirements, withdraw all the outdoor advertisements that do not conform to the regulations, and re post them to the unified advertising pictures of the company, and carry out scientific outdoor advertisements in the areas where the stores are located. The first is to carry out a new store advertisement around the elements of brand personality and core value.