Brand Design Shows Personalized Charm

Can you think so: In this era, the NBA is a brand, Jordan is also a brand, while Jordan is also the NBA's product.

The NBA is likened to a business entity, so the NBA has its corporate image (CIS); comparing Jordan to the company’s product, the product has its PIS (product image).

In the end, both have become brands, but for a company, if the company and its products can become brands it is not easy and it is also a great thing. Most companies can only focus on shaping one of them, and more companies have nothing.

Most companies in China tend to be short-sighted and utilitarian, but this is what the market forces them to do. With limited capital investment, it is necessary to generate returns as soon as possible, and survival has become a problem. What is the development? In order to put the company on the path of sustainable development as soon as possible, many companies began to consider brand design.

Brand design includes: brand system planning, corporate image planning, product image planning and so on. In other words, companies can be branded and free from corporate brand support. Individual products can also be branded independently. This involves the relationship between single-brand and multi-brand. At the beginning of the company's development of a brand strategy, the framework was constructed to be reasonable. In the future, not only can the company develop smoothly, but also its ability to resist the market crisis will increase. For many domestic small and medium-sized enterprises, reasonable brand planning can make the limited funds play the most concentrated effectiveness.

The brand design strategy is to make each type of main product become part of the brand information. Just like Porsche and Ferrari do, the individual charm of the product can establish the image of the product.

Products are visible and tangible, positioning the brand is crucial, and the differences between products and products are enhanced to enable more effective publicity. The brand's perception of the public wants to be very stimulating, and the first senser often decides to purchase. For example, in terms of facial care, many people feel that the professional image of Olay gives more than Ponds. If you want to say the reasons, maybe those women may not be able to say it immediately. This is the role of the product image, while enriching the brand connotation.

Some information has already expressed the value of the brand well. While adding new content constantly, it is important that it is necessary to maintain the continuity of the brand when perfecting a brand. The information of the brand must be preserved. The information here refers to the core concept of the brand's consistent impression and consistent appeal. Such as "Eagle" brand American ginseng has always appealed for the ginseng palace, ginseng experts. No matter how his advertising performance method changes, the core concept will not be easily changed. Through the accumulation of time, the image of the brand is naturally established. This single appeal strategy is promoted through various types of terminal POPs, DMs, samples, gifts, and other promotional materials, helping companies to establish product images as quickly as possible.

However, products such as Porsche do not require any additional promotional materials because the product itself is the best explanation.

However, if it involves a lower-grade product, it needs a lot of material to attract people's attention, because the product itself is not so eye-catching. This is why FMCG often has dazzling market activity.

The decision to fast-moving consumer goods must continue to carry out various promotional activities because the product has a high degree of homogeneity, a relatively low technological content, and a relatively large market capacity, while the market changes more quickly. The market freshness of products can be maintained through regular marketing methods. It may not necessarily carry out the construction of a corporate brand, but it must not neglect the construction of a product image. At this level, the construction of product image is the construction of an independent brand. Consumers may not remember the product of which well-known company it is, but they will look for it. This is the role of independent brand building. Even if the product dies one day and the brand no longer exists, the negative impact on the company will be small.

It is time for us to put aside CIS to focus on the most basic elements of a brand, and to build a brand with a relaxed mindset to succeed in a product. Then start CI.