Grade is a cultural phenomenon, is often said that a certain brand of good taste or bad taste, which is both the quality and reputation of the brand appraise, but also on the evaluation of the brand culture. Taste what is the relationship with the brand culture, quality of the brand What is the value and impact, are worth studying.
one grade in the brand culture position
based or useful elements on the percentage of mineral content, the greater the percentage of content, the higher the grade, this concept is widely used to distinguish and appreciation of things, people or things generally refers to the quality level. quality and grade of the core level is elements, the quality and level of how to determine the level of the grade. If the quality of character embodied the essence of things and actions, that the quality and brand image, then the level of the show reached the height of the brand, that is, from a technical, quality , services, prices to the dissemination, promotion of which has the charm to attract consumers. For a brand is concerned, the definition of quality includes such aspects: First, the brand's character and quality; the second is the location of the brand in people's minds , that is, people's awareness for the brand; three people for the brand of psychological, spiritual pursuit and satisfaction levels. Generally speaking high quality brand that is: quality, reputation, consumer trust.
brand not exist in isolation , there are quality, quality support. quality performance out of the brand's external and internal quality, external quality is the brand of the Not only have the brand reputation for quality, but also a brand of national style, geographical features, population demands, consumer sentiment, etc., show the distillation of the brand is the brand's cultural identity. bring the brand as a premium to the owners to produce value-added An intangible asset is a trademark and tangible products, intangible is the inherent quality and taste, is a spiritual assets with cultural connotation. distinctive brand image. In the spirit of the high degree of brand recognition and trust, and ultimately the formation of strong brand loyalty. brand culture represents a taste, a value, a style, a fashion, a way of life, it's unique charm lies not only only some sort of utility to the consumer, but also help consumers to find the attribution of mind, looking beyond the kind of value and achieve their aspirations and pursuit.
brand culture represents the values, style, fashion and lifestyle does not seem to as intuitive as an item can touch, a great will clear, grade status in the role of culture in the brand will be revealed. The first is a safe and reliable motivation, and second, satisfying mind, and third is the enjoyment of self-esteem. whether it is the quality of products, image, or the fantastic, value and grade are related to the psychological and spiritual needs of consumers is consistent, which is covered by quality brand quality, level of functional utility. Quality is the fundamental brand image is the brand of charm, it is this level of brand quality The high degree of identity, the pursuit of the consumer experience and feelings have a platform and ultimately a consumer brand of faith and loyalty. Therefore, the taste of consumers embodies a value orientation, the pursuit of style and way of life reflects the essential attribute of brand culture is the essence of the brand culture, brand culture is highly condensed. taste the brand into a deep human meaning, seize the taste of the brand culture also seized the main contradiction determines the degree of grade level of development of brand culture.
Second, to create a quality culture in the process of brand utility
culture is a brand from the variety to the quality and the taste of the development process. people's awareness of the brand tend to follow a pattern, that is authorized to follow the content of products --- --- enjoy the brand of the moral and cultural meet, a process that shows the integration of products and culture, which is the formation and development of quality culture, the trajectory, the specific in the following three step progression, successive deepening levels.
first level: the quality of varieties --- --- taste. Variety refers to the product range, variety of value offers a choice for people diversity, the product is the brand of a body, but also the quality and the carrier of culture, from product to product quality, so that access to the premium value of tangible assets, intangible assets stage. Quality is not only the quality of products, including product features, the image , the value of quality from the safe, credible, reliable, and health factors displayed. Quality is the basis of brand, taste is the direct origin, quality fashion, elegant, identity, status and other characteristics, it is the inherent quality of the product to become factors that affect consumer acceptance. quality is the source of fetal taste, quality is the quality of the soul, there is no quality there is no formation of taste genes, no taste no use of the high quality level of enjoyment. a brand that consumers have taste , on the grade, a face, from the brand of good quality and high reputation, engaging, they are cause and effect, mutual promotion and grade of the product quality has been a higher realm of sublimation.
the secondary level: Substance --- --- need psychological needs spiritual needs. products to form a substance presented to the consumer, the initial stage of product sales is to provide consumers with the needs of a substance, when the consumer product safety, reliability , reliable, health, feelings and aspirations of hair growth, the brand of psychological effect on consumers began to play. the product's features, the image starts from the invisible visible to the shape, quality and brand image in consumers played a psychological identity key role, as Li Ning said, establish the brand among the many to find their footing. the value of harmony style, they entered into the spirit of a substance with a high degree of unity of position, so that consumers in the depths of the soul is a potential cultural identity and emotional attachment, in the minds of consumers, they buy products have not only a simple item, but a unique experience, a certain self-expression, self worth, the release of personal emotional props, their brand choices and loyalty not only to establish the direct product function, but also built on the profound spiritual connotation of the brand. ] consumers and brands to establish a kind of psychological and spiritual in close contact with the brand will be the same as the old exchange, voluntary use of pocket money for their own brand of trust vote.
third level: business products --- Brand --- business culture. to provide consumers with the production of goods to meet the material needs of consumers, the company can only be counted as business products company, only the appearance of business objects, only the product value of the company attributable to the third class of natural company, is a low-level operations. operating brands to make our products look into the content from the level of the psychological needs of consumers and spiritual needs are different levels of satisfaction, product quality and taste with the value of intangible assets to the company to create a substantial benefits, but such companies can not be counted as first-class company. first-class company culture, business culture, the brand does not mean business. culture in the narrow sense, especially spiritual wealth, including a state or national history, geography, customs, traditions and customs, way of life, literature and art, code of conduct, ways of thinking, values, etc., for the business enterprise, business culture is generally in accordance with the social habits of the people and spiritual needs, such as food, clothing, customs and practices, lifestyle, behavior norms, values, etc. define the business model, its features include: the quality of products already have a solid foundation for the credibility, quality, value and the value of a high grade of integration into high-quality, high-grade pursuit phase; business aimed at the physical state of culture, institutional culture, behavior culture, mentality and cultural level, high added value, with a greater appreciation of the intangible space capabilities; consumer acceptance level has reached a high degree of loyalty, great to meet the psychological needs of consumers at the same time, great to meet consumer spiritual needs. For example, Nike brand management is a high level of sportsmanship, the Swiss watch is a sophisticated business culture of rigorous, Coca-Cola represents a happy American culture, Maotai, Wuliangye brewing for people a high quality of life. Some world-class fashion brand, and some clothing cut for processing in China completed, affix the brand, than the domestic selling price will be the quality of the same style of clothing several times, ten times, but also operation and display with its taste and culture. to be worthy of the name of the business culture is the famous brand can be described as the the added value.
through the three levels of analysis can be seen that the process to create a brand culture, a taste from the variety to, from matter to spirit, from product development to the culture. brand is the culture and products combination of products and culture with the better quality the greater the value of the brand the greater the appreciation of space, the general rule is that products and culture overlap region will produce more influential class brands, products, and great cultural overlap will have well-known national brands, products and culture overlap completely, it will produce outstanding world-class brands.
Third, the brand quality cultural realm is the realm of things that can be achieved
level, the level of . As the brand is a prominent corporate culture promotion and integration of external advantages, interaction with consumers realize the value of the cultural realm to reach the quality of what kind of degree level, will be linked with the consumers and the marketing environment to highlight the atmosphere, the realm of the height of the brand culture, brand culture and brand culture, the concentration of the freshness reflected.
on the height of the brand culture. height of that? Tarzan have a couplet, called ; the sea shore to the end of the day for the mountain peaks registered in excellent shape I am. at the end to heaven for the shore, is a development of their own; boarded the peak of the mountains, not to say that I stepped on the foot of mountains, but that I am at the peak, the mountains raised my level. ] based on this understanding, height as to reach up from the base level somewhere in the distance, the high and low degree is a development of things, things that enhance the level of a degree. Therefore, the height and level of brand culture, not on consumption and their conquest of the marketing environment, but the consumer and brand marketing environment, quality, quality improvement, to achieve a harmonious coexistence of the business realm. consumers high quality, high grade, to promote the brand to have higher levels of culture conception, the quality of the image of a high level of service, but also a high level of sales, when service, sales reached the realm of art, also elevated to a service culture, marketing culture dimension. high positioning of the brand culture and business models, marketing environment closely linked. famous brand in the high-end commercial district is often opened to buy the stores, boutiques, shopping malls or in high grade set up counters, area sales, first-class distribution of the environment is consistent with product positioning. famous brand the same product, If on the stall, markets, you can not set off its high-grade, it is difficult to sell the price of luxury goods, but also suspected counterfeit products, value, in the beautiful, elegant environment, complemented by user-friendly, high standard of service, consumers can purchase to create a high quality of the human realm.
concentration on the brand culture. In the deep level of meaning literally, is a dense atmosphere of Shudan feel, if the , reflects the consumer brand loyalty. creating an environment should focus on the brand and the cultural differences and unite a relatively stable consumer groups. In the highly competitive today, different brands of narrowing the gap between similar products, if consumers in many brands can clearly identify a psychological brand, effective method is to make the brand has a unique culture. because of consumer identity, age, preferences, working and living environment, differences in purchasing power of different grades of brand evaluation and consumer willingness to different brand of unique cultural differences only for the groups to campaign, to make their own unique distinctive brand image stand out, and consumer groups to establish close communication. such as McDonald's, Kentucky Fried Chicken features to adapt to groups of young people and children, creating a kinds of fashion, casual, happy culture; commercial cars, aimed at business people, the atmosphere reflects a successful demeanor, temperament and indomitable spirit; Starbucks is targeting urban white-collar group, the shape of the break from a tense, and stress flavor and taste of the coffee culture atmosphere. consumer groups vary, with distinctive culture to create the appropriate business environment, the brand must also be close to the atmosphere so that consumers tend to rational. because a brand culture in the minds of consumers when built on, select the brand will become the consumers to understand, close to the kind of culture, a way of communication and intellectual depth and sustained only by sensational not need to create a brand consumers recognize the quality of its content and atmosphere of the space forces, so that from the awareness of the brand, accept brand to brand loyalty, faith brands, reach consumers not to consume their own brand, and own initiative to maintain the brand, to help the brand expand the ideal of loyal users.
on the freshness of the brand culture . With the development of changes in consumer goods is also rising position, the enterprise needs of the market and customers, constantly testing the brand positioning and extension of culture, in this based on the integration of the brand culture of innovation or to maintain the brand freshness. The key resource is its freshness, the ability to maintain its freshness is the brand's operational capability, but also a key attraction for consumers. If you lose the freshness of the brand resources, it will lose customers to the brand resources dried up ;. [5] to maintain the freshness of the brand, we must continue to seek new breakthroughs in the development and implementation of brand innovation. the degree of innovation from the brand perspective, there are two forms sudden change and gradual change, sudden change is to abandon the original brand, a new brand name and logo, brand culture appropriate for the new variant; gradient is based on the original brand of local improvement, the introduction of new cultural elements, rich cultural connotation of the brand. the degree of change and existing under the brand future market share, profitability indicators identified: market share, profitability, both long-term depression of the brand, should be timely exit; market share of high and low profitability of the brand, that has aged out of date and should re-establish the cultural connotation of the brand ; the market share of low and high profitability of the brand, has the potential to increase investment and enhance the brand should be efforts to promote culture; market share on profitability are high brand, should be the times, so that the brand proposition and culture factor more in line with fashionable features. whether it is New ideas, new content and consumers gradually widely recognized by the market to keep the brand fresh, brand culture, state, and enhance the operation of the brand strength and market competitiveness.
In short, the quality of the state should increase the height of the brand culture, rally on the concentration of brand culture, brand culture on the freshness of development, consumers want to achieve the required level, the level and standard.
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