What Is The Real Brand View?

The brand value of a product depends on its market influence and reputation, as well as the quality of the product itself.

There is only one light. product Names can not be called brands.

The brand must be transmitted to become a brand. This is a nonsense which runs counter to common sense. Although many people hold this view, I still want to point out the ignorance of this point of view, because no matter from theory or practice, as long as there is a product whose name can be called is brand, of course, this name can not be inherent in the product. attribute The name of a product must be higher than that of the attribute name; the product name with a complete brand name is more likely to be remembered or liked, while a brand with a simple name is not an attractive one. Be careful The outcome of a brand is either poor sales or soon forgotten.

Brand slogan equals brand value

Whether it is an enterprise brand or a product brand, every complete brand must create a brand mission and a brand value. The brand mission is only one, and the value can be one or countless. The brand mission refers to what kind of goal the brand needs to achieve for the enterprise, or the brand's status in the whole business activities of the enterprise; and the brand value refers to the core proposition and belief held by the brand. For example, there are three values of Nike, that is, authenticity. It is genuine in the eyes of the athletes; expressiveness provides the best movement plan to improve the performance of the athletes; inspiring -- encouraging the target people's progressive desire through emotional and sporting enthusiasm.

Brand USP is the core value of brand.

Brand USP (Unique Selling Proposition, Chinese meaning "unique sales proposition" or "unique selling point", a product only provides a selling point) has two constituent elements, that is, the difference between the brand itself and the interests of the consumers. The difference is that consumers choose you instead of their reasons, and the interest point is the direct power of consumers to purchase action. The brand USP must be real, based on products and consumers can perceive it. For example, a cosmetics "pure plant essence, freckle safer", the former sentence is a material difference point, the latter sentence provides a "safer" interest point.

Brand positioning equals brand USP

Brand positioning is actually to create a brand identity that matches its personality characteristics, but this is only a brand positioning in a larger sense. According to different links of marketing, we need to make more levels of positioning for the brand, such as target group positioning, competitor positioning, regional market positioning and so on. The USP positioning strategy is based on the study of products and target consumers, looking for the most unique part of the product characteristics that most competitors do not have.

Brand strategy planning equals marketing strategy planning

Brand strategic planning refers to a series of activities around the core value of the brand, which are based on the role and mission of the brand in the entire marketing. Its contents mainly include: brand essence and core identification; brand positioning and brand personality; brand symbol and brand value proposition; brand and customer relationship.

Confusion between product brand and company brand

Product brand mainly refers to the image of products, including services. People believe that this brand is mainly the trust of its products. Brand names refer to the comprehensive impression of the image of the whole enterprise. Although the brand of a company is built on the basis of product brand, it has its own entity. It can be popularly said that "product brand" represents the "good thing" that enterprises do for consumers, and the formation of "corporate brand" shows that enterprises have become the "good guys" recognized by the society. The organic combination of the two levels of brand connotation is the complete connotations of the brand as well as the successful brand.