Have to make clear the brand personality, personality is not a point, a picture, an advertisement film, a slogan, we want to take the brand's long-term, we must establish its own brand personality system, the system can be understood by consumers, but also more than the personality of the value chain, consumers in contact with your brand, not only through a picture, a light box, a moving picture, a slogan, more through your terminal performance, such as door handles, windows, models, pictures, store products, products with the relationship, overall shop atmosphere, lighting, material, services, websites, conferences, ordering, feel it is a comprehensive process, the process eventually feel a need to wear clothing lines, The line is invisible brand value chain, this chain through the root of all the tangible and intangible object, picked up after the arrival, there is nothing to fall off, which shows that we built a chain of brand personality, once completed you can with a picture to show it, with movement to show it.
character chain is the Chinese brand in the future if things continue to go to work, the individual chains to form a brand personality upheld the long run, it produced with the popular new theme, plus our popular for a dynamic individual genes, gene equal to the activation of the dynamic personality of static gene, resulting in new themes, the theme presented in each quarter of the time, there must be change and the same elements to the same as the LV, the same is the brand's personality the long run, over 500 years, too, become a fashion, to guide, with the consumer, so this is from the individual chain and value chain to understand, if the chart to indicate personality chain is that it is horizontal, vertical axis is our brand, many companies do business culture as a strategy, but strategy and culture, and the terminal too far away, we want the corporate culture from the inside out, here means not only to promote The problem is the 360-degree hybrid approach to promote culture, from business-to-end, from business strategy to brand culture-to-end culture, the culture is light brand, even went to the root of a relationship between corporate culture, corporate culture and so brand culture has a cross-cutting value chain, which involves the center of a corporate brand positioning, brand core values of brand culture, brand culture and corporate culture are related, corporate culture and strategy are related.
brand In addition to the inside part of the core group of consumers 5P, price, promotion, channels outside the core is the product positioning, product positioning inside is divided into attributes and personality. such as speaking the same movement, Lacoste about tennis, tennis attachment also speak, to this level or attribute, that sex is what? Lacoste is a French brand, is elegant, attached to the American campus culture is teddy bear is red, white and blue. is also a tennis point of view is totally different release , this is culture. product personality attributes and personality which, personality is the cultural level. Chinese companies do not know the brand of system, this is what we talk about personality positioning system, product promotion system, brand culture also stresses the larger system strategic systems, our business in the whole framework, what mind is fragmented and only caught bits and pieces of some, can not look at the whole promotion of the brand, brand culture and future development, and we use this system way for every business to find their place, their own position, so that enterprises are the precipitation and accumulation of culture, and accumulated precipitation and the system continuously.
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