"Re-discussion on Brand Culture and Brand Strategic Positioning"
Author: Little Women, chairman of enterprises: Xuting Yuan core Summary: cultural brand positioning by establishing a clear brand positioning, brand positioning on the basis of form within a variety of external audiences using the route of transmission of highly recognized brands in spirit , thus forming a cultural atmosphere through which strong customer loyalty is formed. This paper explores the importance of brand culture positioning and the implementation of brand culture positioning strategy.
At this stage, many management experts or advertising planners regard the brand as a core factor in survival. However, with the increasing international and local brand marketing warfare, coupled with the comprehensive factors such as the price war of local brands, what consumers often do in China is to abandon one brand and turn to another. In this competition in our market, consumers' loyalty to many brands has not really formed. Therefore, any effort to promote the brand is likely to establish a reputation for itself, win the trust of the public, and stand out from the competition. .
How to make consumers loyal to the brand, how to make the brand sublimate into a consumer's belief, and guide the needs of consumers, this is the ultimate mission of every brand. Therefore, this paper advocates understanding the brand from a strategic point of view, taking brand culture as the entry point of brand strategy, understanding the brand from the high end, and shaping the brand from the macro perspective of culture. This is the inevitable way for a great brand to grow and succeed. Creating a strong brand culture, the first priority is to position the brand culture, which is the core of every brand strategy, although not all the buildings that ultimately have a strong brand culture are aware of the brand culture from the beginning, but in During the implementation process, the brand culture positioning problem was noticed and solved reasonably and successfully.
The importance of brand culture positioning
The so-called brand culture orientation refers to injecting certain cultural connotations into the brand to form cultural brand differences. Its importance is reflected in the following aspects: improving the brand's taste
Brand culture positioning can not only improve the brand's taste, but also make the brand image unique. By conveying such cultural values, moral cultivation, literature, content, etc., inspiring associations, guiding visions, establishing mental models, balancing aesthetics, etc., forming a certain taste, becoming a symbol of a certain level of consumer cultural taste, and thus gaining consumer recognition, so that They receive emotional and rational satisfaction. For example, Rolls-Royce positions "the ride between the royal aristocracy"; Jin Lilai represents "a man full of charm"; Sony "will never follow the footsteps of the people, and create a new field of no-brain", becoming the world-famous "innovation pioneer" ".
Increase brand value, maintain and expand market share
Emotion is the bond that maintains brand loyalty. If a brand can't deeply affect the emotional resonance of consumers, it will be difficult for brands to gain the trust of consumers. By enhancing the cultural connotation of brands and using emotions to cultivate consumers' emotions on brands, Consumers have a special liking for corporate brands, enhance the brand's human creativity and aesthetic characteristics, occupy the consumer's mind, arouse consumer association and emotional resonance, thereby generating interest and promoting purchase.
Make the brand image gain consumer identity and loyalty
Intel’s former president, Grove, once said: “The whole world will compete for the 'eyeball' campaign. Whoever can attract more attention will be the master of the 21st century.†Products that cannot attract attention will pass through. Can not afford the market's stormy waves, destined to lose in the competition. Only a unique and personalized brand culture positioning will be different from similar products in order to arouse consumer curiosity.
"Behind the brand is culture", "culture is tomorrow", different brands are attached to different specific cultures, and enterprises should pay attention to and apply to cultural orientation.
Brand culture positioning strategy
Many entrepreneurs and experts have discussed many aspects about how to position the brand culture. However, as far as I can see, the core ones are as follows:
Focusing on the core values ​​of brand culture
The main misunderstanding of the brand strategy is that the value activities of the company do not start around a core. The core value of brand culture is the main part of brand equity. It should help consumers to identify and remember the interests and personality of the brand, and gain consumer recognition, love and even love. If it is also a shower gel, the skin care Canon "effectively removes bacteria", the value of the six gods is "herbal essence, cool, summer best"; the same is a famous car, BMW is "driving pleasure", Volvo is positioned in "safe" . Because of their clear core values ​​and individuality, these gold-plated signboards each have their own fixed consumer base, occupying the highest share in their respective segments. Consumers also have a good association with the brand because of their recognition of the core values, and they have loyalty to the brand.
Positioning and fully maintaining and promoting the core value of brand culture has become the consensus of international first-class brands, and is the secret to creating a hundred-year golden signboard. The impact of core values ​​on brands is like the impact of genes on humans. The difference between human and gorilla genes is only 1%, but this is because 1% of the differences, humans are smarter than gorillas. It can be seen that a brand cannot grow into a strong brand without clearly positioning its core value. If the core value is worse than the competitive brand, the brand's profitability may be hundreds of times, thousands of times.
Personalized positioning
Larry Light, a famous brand strategist, said: "The main focus of brand information should be on what makes a difference, not how cheap the brand is..." As the saying goes: If you want to please everyone The favor, then you can only be rebellious in the end, too broad and abstract the mediocre brand culture is no culture. Only a unique and ingenious brand culture can be deeply rooted in the hearts of the people. For example, the “seven wolves†have become the men’s boutique image of the pursuit of achievement, courage and challenge, and the age-conscious 30- to 40-year-old men’s main target consumer group. This personality clearly highlights the masculine brand culture, thus making the seven wolves brand The profound cultural quality has achieved the status of spokesperson for the consumption life of male groups. Through the accurate grasp of the male spirit, Qiwowo Company integrated the clothing, alcohol, tea and other industries under the “male cultureâ€, and developed and positioned various products around this brand culture; clothing – self-confidence , heavy; wine - chic, unrestrained; tea - quiet, delusion. This phenomenon of integrating all the male personality traits into the various industries involved is very rare in Chinese enterprises, and thus forms a huge competitiveness.
Successful brand culture positioning is to highlight its personality. It is only through the shaping of the brand culture personality to determine the unique image of the brand, in order to achieve the purpose of attracting consumers.
Resonate with target consumers
Consumer identity and resonance are the key to product sales. Positioning needs to grasp the purchasing psychology and purchasing motives of consumers and stimulate consumers' emotions. The first step of success is to be concise and concise, to grasp the main points, and not to say all the advantages of the product, but to make an exception. Second, it should be able to resonate with consumers. Positioning should be targeted, targeted at the target consumers and their level of appreciation. Third, positioning must be felt by consumers. If consumers cannot be used as a standard for assessing quality, positioning will lose its meaning. Li Ning succeeded in creating the "Li Ning" sports brand in the image of the gymnastics prince. Ma Yun succeeded in creating the Ali Empire with the legend of "Alibaba". "Huawei" succeeded in creating Huawei's technological empire with Chinese success. These successful examples are numerous.
The brand culture of any product must be consumer-oriented. The positioning should be based on the way of thinking and psychology of consumers accepting information, break through the barriers of information communication, and place positioning information in the hearts of consumers. As the saying goes: "Golden Cup Silver Cup, not as good as word of mouth, gold award silver award, not as good as the people's praise", the cultural orientation of brand management is successful, depending on the judgment of the public or target consumers. Only a culture that accurately expresses the voice of the consumer can make consumers tempted. The brand culture must come from the call of the consumers and return to the consumer's mind. The characteristics of the target consumer group must be considered, which is consistent with the demand of the target consumer group. For example, the “Sneak Bean†brand is a unique psychological feature that captures children completely different from adults. With a simple advertisement appealing “sneak beans, don’t eat quietlyâ€, it is famous all over the country. Therefore, if a company wants to create a famous brand, it must meet the demand psychology, cultural background, consumption concept, aesthetics, cultural values ​​and specific needs of the target consumers, adapt to its cultural value orientation and aesthetic orientation, and successfully target its target consumers. .
Discover the essence of traditional national culture
Only the nationality is the world. For example, China's "Jingtailan" and France's "human head horse" carry national cultural characteristics; Wuxi's "Red Bean" clothing brand and Shaoxing's "Xianheng" hotel, respectively, excavated by the well-known and loved Cao Zhi and Lu Xun's famous articles The precipitation of Chinese culture, and Taiwan's "little women" underwear brand is a clever use of the traditional virtues of women in China for five thousand years, so that they are well-known and familiar. Another example is "Jin Liufu - Chinese blessing", this positioning has promoted Jinliufu's brand culture to a national "blessing" source, and as Maotai was created because of the preference of the founding Prime Minister Zhou Enlai of the Republic High-end national wine is not to be said to be the inheritance and grandeur of Chinese civilization.
After such a positioning, the cultural connotation of a brand is basically established. As for the ultimate success of a brand culture, different brands have different interpretations, but in any case, the positioning of brand culture is something that every enterprise must work hard to accomplish. The necessary steps.
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