What is a great brand?
The inherent name of the product has gradually disappeared.
"Coca-Cola" is the first foreign company to visit China. It specializes in carbonated drinks - that is, soft drinks. Many years of brand accumulation, people have not said "I drink Coca-Cola carbonated drinks," but "I drink Coca-Cola." Similarly, we have also become accustomed to "Rolex", "McDonald's", "Mercedes," not "Rookie Watches," "McDonald's Fast Food Restaurants," or "Mercedes-Benz." The brand has entered our language habits and brands exist in every aspect of our lives.
What is a great brand? The following are the top 10 rankings of the 2003 Most Valuable Chinese Brands of Beijing Famous Brand Assets Evaluation Co., Ltd.
Haier (53 billion yuan); TCL (267.12 billion yuan); Hongtashan (46 billion yuan); Changhong (26.706 billion yuan); Wuliangye (26.9 billion yuan); the United States (121.50 billion yuan); Lenovo (26.805 billion yuan); (10.762 billion yuan); the first car (26.763 billion yuan); Qingdao (10.090 billion yuan).
Top 20 global brand rankings in 2002:
1. Coca Cola (69.64 billion US dollars);
2, Ford (20.40 billion US dollars);
3, Microsoft (64.09 billion US dollars);
4, Toyota (19.45 billion US dollars);
5. IBM (51.19 billion US dollars);
6. Citibank (18.07 billion U.S. dollars);
7, General Electric (41.31 billion US dollars);
8, Hewlett-Packard (167.8 billion US dollars);
9, Intel (30.86 billion US dollars);
10. American Express (16.29 billion US dollars);
11. Nokia (29.97 billion US dollars);
12, Cisco (162.2 billion US dollars);
13. Disney (29.26 billion US dollars);
14, AT&T (16.06 billion US dollars);
15. McDonald's ($26.38 billion);
16. Honda (15.06 billion US dollars);
17. Marlboro (24.15 billion US dollars);
18. Gillette (149.6 billion U.S. dollars);
19. Mercedes (210.1 billion US dollars);
20. BMW (14.43 billion U.S. dollars).
As Wu Ying, vice chairman of UTStarcom, said: A successful brand should be the first name people think of when there is any need in this area.
So how can we become a brand and do a great brand?
Second, the horizontal extension of the brand
A brand is a complex and intricate symbol. It is the intangible total of brand attributes, names, packaging, prices, history, reputation, and advertising methods. Brands are also defined by consumers' impressions of their users and their own experience. - Ogilvy & Mather Founder David Ogilvy
The product is what the factory produces, and the brand is what the consumer buys. Products are easily outdated, but successful brands can last. - Business planning originator Stephen King
Brands represent the consumer's feelings about their products and services in their lives, and the sum of the trust, relevance, and meaning that breeds. - Michael Perry, Chairman of Unilever
It can be seen that the brand is the combination of the product interest point, the company's core value, and the consumers' experiences and feelings.
From the operator's point of view, there are two points that can be subjectively grasped, namely, "product interest points" and "enterprise core values." The basic point of product interest is the quality of the product. Good quality does not necessarily have a good brand. It is an indispensable factor in a great brand. However, a good brand must have good quality. The company’s core values ​​can be said to be an intermediate driving force. It uses the brand ideas, brand image, brand promotion and other methods and means to cater to consumers’ consumer experience in order to gain trust and change the feelings of consumers. What actually exists - brand value. The first thing people buy is quantity, then quality, and then there is the sense. It is also the characteristics of cognition, interest, demand, desire, image, meaning, and value orientation. Today's consumption is more concerned with accidental effects, love at first sight, and emotional consumption under irrational conditions. The reason why people have the desire to purchase is first and foremost. The so-called needs, mainly refers to people's desire and desire for a certain goal, the desire is fundamentally a psychological phenomenon. Behavioral scientists often call for the desire to facilitate behavior as a need. Max once pointed out: "The actual creation of an object world, the transformation of inorganic nature, is self-confirmation of man as a conscious object of existence. ("Economics - Philosophy Manuscript of 1844")
Abraham Maslow also stated in his “Level of Needsâ€: From the needs of the lowest level, the need to move up to the advanced level is ladder-shaped. Can be divided into five basic levels: physiological needs, security needs, social needs (or the need for ownership and love), respect for needs, (cognitive, aesthetic) self-realization needs. He believes that the drive for humanity is a number of constant, genetic, instinctive needs, and this need is not only physiological but also psychological. When it comes to industrial society, it is the form that follows emotions.
Through the above analysis, we can simply attribute the outstanding brand to the following: It consists of three qualities: trusted quality, perfect service, and unique image. If you want to achieve the brilliance of the brand, you must spread the concept of the brand; shape the brand image; carry out brand actions; extend the brand service, only in this way can we increase the brand's cultural accomplishment and historical accumulation, so as to obtain an excellent brand.
In the 50-60s, the competition among enterprises was entirely a competition of commodity forces. Whoever had good quality would win the market. After the 1980s, the word "marketing" gradually became popular in China, and the competition among enterprises shifted from commodity power to marketing power. Into this century, with the fierce competition in the market, the differences between product interest points and corporate marketing strategies have gradually narrowed. Many companies are aware that if they want to create a good brand, they must strengthen the import and construction of the image force on the basis of commodity and marketing power.
(to be continued)