The second step ▲ : have the brand of "core" namely paint brand of perceptual factors. Due to the brand and people except for a body and limbs and the thoughts and feelings, so we understand the core of the existing brands must understand its cultural origin, social responsibility, consumers' psychological factors and emotional factors and the emotional factors into account. According to its goal to reposition the core brand and will need to increase the perceptual factors of the list.
Looking for the soul of the brand
The third step ▲ : look for brand soul, namely find different strategic seeking brand. Through the first and second steps to reason and perceptual brand to understand and evaluate the factors, the brand soul and sublimation of the unique positioning and propaganda information. People like to eat at McDonald's, not because it is a "junk food", but it to bring children and adults a peace and joy of feeling. People like to go to Disney parks not because it is a simple amusement place, but where people can find childhood dream and fun. So the brand is not a product and service itself, but it gives people might think and feel. Brand soul represents such feeling and feelings.
Brand of cultivation, the protection
Step 4 ▲ : brand of cultivation, the protection and long-term care. To maintain brand formation is a very difficult but the process. Not a very good care brand strategy, brand is can't grow. Many brand costs a lot of money just by advertising to increase customer resources, but because do not know the scientific process of brand management, have the awareness, no longer concerned about the customer's needs change, can't offer the first-class service, disappointed customers only reluctantly choose a new brand, the cost of money get the brand effect a flash in the pan. So, brand management is the focus of the brand to maintain. The previous people talking about brand, often think of the product or enterprise of trademark, real brand from credit CARDS began to enter into the process of brand to feelings. How to make the product from trademark rise to credit at last sublime to feelings?
This paragraph of brand management editor and four key elements
Building great reputation
▲ building great reputation for credit standing is the foundation of the brand. No credit brand almost have no way to compete. The WTO many "foreign" brand with the Chinese native brand competition is the hot spot of the credit. Due to the "foreign" brand for many years in the form of global standard management and operating system makes consumer to its brand prestige is far more than the affirmation of the native brand. Local enterprise in competition with multinational brands of the starting point is to begin to set up credit, not rely on the hype, and depends on the level of management of ascension, quality control ability, improve customer satisfaction mechanism and improve the quality of the team to establish credit. China enterprise must be immediately started to research the changing needs of the customer and constant innovation that can meet different needs of their personalized function of the product or service. The future of brand competition will be decided by speed. Only in the first time to understand market changes and customer consumption habits change can only brand with the fastest speed adjustment strategy to adapt to changing environment and, eventually, to dominate the market.
For broad support
Because no enterprise value chain the full support of all levels, and the brand is not easy to maintain. In addition to customer support outside, from the government, media, experts, authorities and d
