Qian Shu'S Shake Up: Brand Marketing

General definition of brand

1. a general definition: a brand is a name, noun, symbol or design, or a combination of them, whose purpose is to identify the product or service of a seller or a group of sellers, and distinguish them from competitors' products and services.

2. as

3, brand is a relationship between enterprises, products and consumers.

Definition of brand origin

Brand is a very neutral word. This is a very important point. Brand is not always positive but also negative. It is the result of the joint action of consumers and operators of brand.

If we define the brand from the original with concise, concise and penetrating language, brand definition should be the brand mark between the brand operator (the main body) and the consumer (audience).

In short, brand is the mark of the soul.

Branding is beautiful or ugly, deep or shallow, which determines the strength and brand of brand.

Brand -- the enterprise should not only sell goods to the target consumers or users, but also make consumers or users through the use of good impression of goods, so as to repeat purchases, and constantly publicize, forming brand loyalty, so that consumers or users repeat the purchase.

Consumers or users can create satisfaction through the use of brands through the use of brand products. They will form consumer experience around the brand and store them in memory, thus forming the basis for future consumer decisions.

Some enterprises have set up a good image for their brands, giving good feelings or representing a certain culture, so that brand and brand products have formed a good memory in the minds of consumers or users. For example, McDonald's, people will feel an American culture and a fast food culture. They will associate with a quality, standard and hygiene, and can also arouse children's joyful memories in McDonald's restaurants by McDonald's brand.

Zhuge Changqing: do people like your products?

(two) brand -- the discernible device for identifying goods.

The establishment of a brand is due to the need for competition to identify a product or service of a seller.

Brand design should have unique characteristics, distinctive personality characteristics, brand patterns, characters and other competitors, representing the characteristics of this enterprise.

At the same time, different brands represent different forms. Products of different quality and service can provide reference for consumers or users to purchase and use.

People can recognize products through brand names and choose to buy them based on brand names.

For example, when people buy cars, they have such brands as Mercedes Benz, Volvo, Santana and Engel.

Each brand car represents different product characteristics, different cultural backgrounds, different design concepts and different psychological objectives. Consumers and users can choose according to their own needs and product characteristics.

Zhuge Changqing: can you make others remember you?

(three) the guarantee of brand quality and reputation

The purpose of an enterprise to design a brand, to create a brand, and to cultivate a brand is to hope that the brand can become a famous brand, so that we can work hard on the quality of products and make efforts in after-sale service.

At the same time, brands represent enterprises, and enterprises must work hard from the perspective of long-term development. Special brand products, famous brand enterprises, and brands, especially famous brands, represent the quality grade of a kind of products and represent the reputation of enterprises.

For example, "Haier", as a household appliance brand, people mentioned the quality of "Haier" will associate with the high quality of Haier appliances, Haier's quality after-sales service and Haier's moving picture for consumers.

Again, "Nike" is the humanized design of the world famous brand of sports shoes.

High-tech raw materials, high-quality products, for people to see.

Nike represents the reputation of the enterprise, the quality brand of the product -- the weapon of enterprise competition.

Tree brand and brand name are the consensus formed by enterprises under the condition of market competition. People hope to differentiate the products and enterprises through brand, and follow the brand to form the brand and expand the market through brand.

The establishment of brand and the formation of famous brand can help enterprises achieve these purposes and make the brand a powerful competitive weapon for enterprises.

The appearance of brand, especially the famous brand, makes users form a certain degree of loyalty, trust and following degree, which enables enterprises to have a backing foundation in competition with their rivals.

Brand can also take advantage of its ability to expand the market, drive enterprises into new markets, drive new products into the market, and brand can take advantage of the ability of brand capital operation to expand enterprises through certain forms, such as franchising, contract management and so on.

In short, brand as a weapon of market competition often brings unexpected results.

(four) brand -- the rocking Qian Shu of enterprises

Brand wins by quality, brand often comes with culture and emotional connotations, so brand adds added value to products.

At the same time, brand has a certain degree of trust and pursuit. Enterprises can set a relatively high price for the brand and get higher profits.

The famous brands in the brand have the most outstanding performance in this respect, for example, the price of Haier household appliances is generally higher than that of the same products; Nike sports shoes are several hundred yuan higher than the equivalent Lining sports shoes and Anta sports shoes.

Baidu finishing

Zhuge evergreen: to create a good brand is to create a bright future! It is to shake down Qian Shu for the enterprise.