Most popular from brand image analysis to brand im

  • Detail

From brand image analysis to brand image promotion

in the post-modern information society, brand is not only the name of a product or service, but also the symbol of a company. Through the interaction with consumers, brands will bring more benefits or equity to both enterprises and consumers. Therefore, brand management has become a rapidly developing branch of modern management science

we know that from the perspective of strategic brand management, the important content of brand management is the management of brand image. To understand this problem, we must first form an open vision and concept of brand management, which is the basis of modern brand management. Brand is a complex symbol, which is the integration of commodity attribute, name, packaging, price, history, reputation and advertising form. In contemporary society, the brand and its meaning may be more symbolic, perceptual, experiential, and intangible, that is, it is related to the concept and spirit represented by the brand. It expresses the relationship between the enterprise's products or services and consumers. It can be seen that brand management is the management of establishing, maintaining and consolidating the relationship between brands and consumers. Its core idea is to effectively monitor the development of the relationship between brands and consumers. Only through brand management can we realize the brand vision

modern brand management theory believes that consumers' cognition of brand image mainly includes two aspects: the understanding of brand functionality and the understanding of the symbolic significance of brand image. Under the market condition that products tend to be highly homogeneous, consumers' understanding of the symbolic significance of brand image is particularly important. For example, the "Rolls Royce" brand is a symbol of personal status, while the "Cadillac" brand is a symbol of success. It can be seen that they are all cars, but the symbolic meaning of the brand is definitely different. A survey shows that about 30% of consumers in China tend to buy goods that are one level higher than their actual consumption capacity in a sense, so as to reflect their "self-identity". It can be seen how important the symbolic meaning of the brand is in the actual marketing

the concept of "brand image" has been put forward as early as the 1950s, but so far, a stable and authoritative concept of brand image has not been established. Philip Kotler, a famous American marketing theory expert, believes that brand image is the belief of consumers in a brand. Brand is not only used to distinguish goods, but also a symbol, which goes far beyond the meaning of words themselves. Kevin Keller, a famous American brand management theory expert, believes that brand image is the comprehensive result of consumers' brand cognition

in the minds of consumers, brand image mainly includes two aspects: first, the functional understanding of the brand, that is, the characteristics associated with brand products or services; The second is the unique charm of the brand, which is the symbolic feature (meaning) of the brand image that marketers (brand managers) give to the brand and that consumers perceive and accept. The former is tangible content, which is the ability of brand products or services to meet their functional needs; The latter is invisible content, which mainly reflects people's emotions and shows people's personalized requirements such as identity, status and psychology. Personalization without brand image is the same as people without personality. It has no taste and mediocrity, and it cannot give people a distinct and profound impression

there are two views on the analysis of consumers' brand image: one is Keller's association model of brand image; The first is krollian's associative network model. From the perspective of establishing customer based brand equity, Keller believes that the source of brand equity is brand knowledge, which includes brand awareness and brand image. Among them, brand image refers to the response of brand association to brand perception in consumers' memory. Brand association generally reflects the brand image and determines the position of the brand in consumers' minds. Brand association is formed by consumers in the long-term contact with the brand. It reflects consumers' cognition and emotion of the brand, and also indicates consumers' future behavior tendency. Quillian further believes that memory in people's minds is a network of nodes and connections. Nodes represent stored concepts or information, and connections represent the strength of the connection between information and concepts. Any information can be stored in this memory network, including literal, visual and abstract information. Based on the theory of memory and association, quilian advocates that brand association should be investigated from four aspects: the number of associations, the preference of associations, the uniqueness of associations and the source of associations, so as to understand the cognitive process of brand image

the establishment of brand image is formed by the interaction of brand identification, brand positioning and brand personality. The essence of brand recognition lies in answering the questions related to a specific brand, that is, brand personality, long-term goals and ultimate goals of the brand, brand sustainability, brand value, basic facts of the brand, cognitive symbols of the brand, etc. Brand positioning is a part of brand identity, which is to establish a proposition that must be different and used to show its superiority over competitive brands. This proposition should answer the following questions: in brand recognition, we will combine the specific situation of often using friction testing and surface texture measurement, which factors should become the elements of positioning, who is the main target object, what is the target of communication, what is the advantage point, etc

since "brand positioning" reflects the specific and exact meaning of a brand in the minds of consumers, brand positioning should be able to clearly express consumers' goal or experience of using page mobilization on the web as a directed graph of the brand. In the sense of brand strategic management, the implementation of brand positioning mainly includes the goal that consumers are expected to achieve by using a brand and why they choose this brand in the process of achieving this goal. In short, brand positioning should specify how the brand is related to the goals of consumers. The following is the basic principle and significance of brand positioning

brand positioning description is the fundamental basis for the goal and perception of a target consumer group. Brand managers' description of brand positioning reflects that the brand can integrate and share the vision of the company in the whole organization, and can guide people to think strategically about brand management. However, consumers prefer to see the final result corresponding to this brand positioning description, that is, they prefer to know how the brand is designed, whether the pricing is reasonable, whether the communication and publicity, and whether the sales channels are smooth and effective. Although different companies may express brand positioning in different formats and terms, the main elements of brand positioning are as follows

(1) targetedconsumers using the brand: briefly describe the target consumers according to some determined characteristics, such as the demographic data of the target consumers and the information describing their psychological activities (such as activities, interests, views). On the basis of brand classification and use, these target features will be screened

(2) frameofreference: the brand's reference system is the description of the brand's consumption end-point goal. The frame of reference can guide people how to choose targets, how to determine the use of brands, and how to define relevant competitors

(3) pointofdifference: in the brand reference system, in various means to achieve goals, answer why your brand is the best, which is the difference of the brand

(4) reasonstobelieve: the supporting evidence provided for the reference frame and differences is the reason for believing. When this kind of supporting evidence is relatively abstract, the element of belief reason is particularly important, because the specific supporting evidence is usually their own personal belief reason

brand personality is to answer the question of "what to say". Mastering brand personality is the core requirement to complete brand communication. Brand personality is based on brand positioning. Brand personality reflects brand positioning and often deepens brand positioning. Two brands may have the same positioning, but they can have different personalities. Brand communication consistency should start from the internal elements of the brand (i.e. brand ideas, brand recognition system) to maintain the consistency of the enterprise or brand spirit. Brand positioning and brand personality must be determined according to the core identification in brand identification (that is, the eternal essence, essence and value of the brand). Brand identification provides a framework for establishing the limits of brand positioning, standardizing the way of expression and maintaining brand personality. The three must be consistent, coordinated, unified and coherent

in a specific period, it is an important way to establish brand image by refining consumers' inner needs and changing them into externalized symbols, and using creative and efficient symbols to spread and expand the acceptance of this symbol

Hendry watch chain store took such an order. The customer took a fancy to an abbey watch worth more than 800000 yuan, and waited for two years to get this customized watch. What is this long wait for? Is it really just to get a watch to watch the time? In this marketing, it is obvious that the timing factor of watches has been ignored to the minimum. The watch brand has obvious symbolic significance, which is the solid historical value accumulated in the brand symbol and the universal noble identity beyond the social class

in the study of brand image and consumer self-concept of different product categories, it is found that with the convergence of the degree of consistency between consumer self-concept and brand image, consumers' willingness to buy their brands will increase. Whether it is products with low consumer involvement, such as, watches or batteries, or products with high consumer involvement, such as cars and houses, consumers try to make the products they buy conform to their long-term understanding of themselves. Although the level of consumers' self-concept is relatively complex, we can at least distinguish two different types of self-concept because of the close connection between China's extruder products and strategic new industries: actualself, how a person truly views himself or herself; Idealself is how a person wants to see himself or herself. It is generally believed that consumers guide their consumption behavior based on what kind of person they think they are (real self) and what kind of person they want to be (ideal self). This is because the consumption of die castings accounts for about 80%. The purchase, display and use of goods can convey a symbolic meaning to individuals or others. In order to maintain and strengthen their self-concept, individuals must make their consumption behavior consistent with their self-concept

brand image analysis lays the foundation for improving brand image strategy, otherwise the brand image strategy is difficult to achieve the expected effect. For example, Ye Li dry red once made great efforts to expand the red wine market, and the advertising cost in three years exceeded 100 million, but now the products of Ye Li dry red are basically invisible in the market. At the beginning, Ye Li ganhong paid a huge sum of money to invite international superstar Gong Li, but it had little effect. Although many people knew that Gong Li had shot an advertisement, they just didn't buy it, and the problem was the brand image. Wine brands often

Copyright © 2011 JIN SHI