Guanghua School of Management Dean Professor Zhang Weiying have raised an interesting question: Imagine, if we put everything on the market were torn trademarks in this market look like? He believes that in addition to potatoes, rice, radish, etc. These can be used to judge the quality of the eye directly to simple commodity, most of the other things we do not dare to buy, the market will significantly decline. Economics has a concept called General asymmetry in the information market environment, consumers can not directly determine the quality of products, then the choice can only be trusted brand. Consumers, whether in pursuit of precision manufacturing processes, or concerned about long warranty concept, have confirmed the brand promise of popularity.
What is the brand promise is the essence of the brand quality,Bailey UGG boots, emotion, a comprehensive reflection of personality, as a business, so the brand must be communicated to consumers, content and positioning in order to create a unique personality brand image, create their own brand.
brand promise, is to locate products and services, interests, personality to convey to consumers, effectively distinguish, and playing the Similarly, Procter & Gamble Company's brand has a lot, but not the same positioning, brand promise not the same, emphasized fashion, and contemporary, P & G products well honored its commitment to the brand.
as long as the brand, there will be commitment to the brand promise can be divided into two areas: trust and close, and some combination of both of the. Chinese people have
content
brand promise brand promise is to win customer trust and close to the guarantee. To obtain the trust of customers and close the brand and fulfill the brand promise to make a success. Confidence level also includes power, personnel, marketing, commitment to the future of the four areas, close to areas including emotional,UGG boots, moral, personality and commitment to the value of four bodies. The external manifestations of the brand promise of many, the most obvious one is the spread of corporate slogans. Here the main slogan of this area from the spread of the brand promise of specific content does.
First, the trust's commitment to
1. strength. The strength is the strength of enterprises and their products for enterprise customers an important basis for the degree of trust. For example, the spread of ABB slogan is expression, is to win consumer trust and assurance.
2. personnel. Corporate staff to contact customers directly or indirectly, is close to the customer trust and ways to produce, including business managers, staff of the instruments, costumes, knowledge, skills,bailey UGG boots, morale, professional ethics will give the customer an overall impression. These impressions can give the customer a reliable feeling is very important. Imagine a company giving the impression of workers is lax, slovenly, sloppy work, you will be on the company or its products have the feeling of trust it?
3. services. This refers to companies to provide customers with the overall service, its content, scope, method, quality, attitude gives the overall impression. Like Haier's
4. futurity. This refers to the stability of enterprise development, the future development of force; production of the product is in compliance with the times,UGG boots cheap, and so gives the impression of a sense of the times. For example, Philips's
II's commitment to close
1. emotions. Emotional essence of human good and the beautiful things of the spirit of the pursuit of activities and infatuation. Those who have the good and the beautiful things can cause people to take positive aesthetic emotion. The emotions are the driving force behind the attitude, the attitude is the key to lead to motivation for action; a commitment to achieve the purpose of inducing consumer behavior in order to induce feelings in order to convince the reasonable grounds blend of emotional appeals are effective means. Such as scene, brings a strong emotional feeling of incitement and very close to achieve the performance of the role of the brand promise.
2. ethics. Ethics refers to a certain social class to adjust the individual and society between people and the relationship between a code of conduct, the behavior of human society is indeed right and wrong, good and evil, honor and other evaluation criteria. Such as Changhong,
3. personality. Brand brand personality, who was the personality. Human personality is the psychological characteristics of individual-specific, is different from other people, special characteristics of relatively fixed. Distinctive brand personality can affect consumer behavior, and brand promise in this regard should also be reflected. A striking example is the clothing brand RADO - The
4. value. Value refers to a person's objective things around the meaning, importance and overall view of the overall evaluation. Because values are inherent in attitudes and behavior guidelines, it must also fully reflected in the customer's consumption behavior. Values affect people's spending habits, it is natural that the brand promise must meet the customer's values, can really act on them to brand management. Asics shoes in Taiwan the spread of the slogan is good partner.
Guanghua School of Management Dean Professor Zhang Weiying have raised an interesting question: Imagine, if we put everything on the market were torn trademarks in this market look like? He believes that in addition to potatoes, rice, radish, etc. These can be used to judge the quality of the eye directly to simple commodity, most of the other things we do not dare to buy, the market will significantly decline. Economics has a concept called General asymmetry in the information market environment, consumers can not directly determine the quality of products, then the choice can only be trusted brand. Consumers, whether in pursuit of precision manufacturing processes, or concerned about long warranty concept, have confirmed the brand promise of popularity.
What is the brand promise is the essence of the brand quality, emotion, a comprehensive reflection of personality, as a business, so the brand must be communicated to consumers, content and positioning in order to create a unique personality brand image, create their own brand.
brand promise, is to position products and services, interests, personality to convey to consumers, effectively distinguish, and playing the Similarly, Procter & Gamble Company's brand has a lot, but not the same positioning, brand promise not the same, emphasized fashion, and contemporary, P & G products well honored its commitment to the brand.
as long as the brand, there will be commitment to the brand promise can be divided into two areas: trust and close, and some combination of both of the. Chinese people have
content
brand promise brand promise is to win customer trust and close to the guarantee. To obtain the trust of customers and close the brand and fulfill the brand promise to make a success. Confidence level also includes power, personnel, marketing, commitment to the future of the four areas, close to areas including emotional, moral, personality and commitment to the value of four bodies. The external manifestations of the brand promise of many, the most obvious one is the spread of corporate slogans. Here, the author mainly from the spread of the brand promise in terms of slogans that do specific content analysis.
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