Enterprises shape the brand features of the six questions

China many enterprises in rapid development, through the overwhelming success of the advertising market, formed a very high brand name recognition, the scenery passing mark King "qinchi wine" and "love more VCD" is the best proof that there is no good way to build the market, the result is only formed the brand awareness and reputation and loyalty, so most of them in the Pan, and soon disappeared in the market. Why China's many enterprises do not have to be able to shape the success of your brand? fundamental reason lies solely on the opportunities and the courage to lay a piece of the market, but the lack of market building and brand building experience and methods, the lack of brand deep connotation and temperament of mining, brand features and personality, in consumers minds did not leave a good impression.

Brand characteristics is the brand features, temperament and connotations, is the brand of performance of the enterprise in order to make their products into the future of the "Star", it is necessary to make your own product and brand rich features, with difference. But many enterprises in brand features creation process, but there are many problems that cause the enterprise brand cannot succeed, we must be concerned about.

1. brand features of objectives and results are not clear.

Enterprises must first clear the ultimate objective of the brand and the result is what is enterprise want your brand to the consumer a feel, and then to guide consumers gradually cognitive and recognition of one's own, pay attention to the brand features are not informed of the enterprise, and consumer perception, so special attention to the feelings of consumers.

For example, Coca Cola is the famous beverage companies, his product concept is designed for the needs of all people, the concept is to quench your thirst, this is a generic concept, he only address the crowd of physiological needs, and the physiological demands should be common to all, Coca-Cola and hope that their consumer crowd is all ages, in the hope that everyone agrees with his brand, drank his Coke, but his promotion and not for consumers of all ages, he selected the youth groups, through various promotion means education group after group of young people, on his brand, produced loyalty, who grew into adulthood, since there is loyalty to the product, even if not continue education also will buy his products, such as Coca-Cola through continuous education and youth groups to achieve the various ages of the people buying his product results. Therefore, in order to allow the group to reach cognition and goodwill, it determines its own brand features and the groups of the convergence of imagery features: dynamic, passionate and dynamic, as the era of different sex, young people are also changes over time, Coca-Cola also with young people's growing concern at the time of the change and adapt to a new era characterized by young people.

2. the corporate brand and product brand relationship is unclear.

Enterprise's brand features for the entire enterprise to the consumer's perception as a result, the connotation of the enterprise and the enterprise's behavior, such as corporate culture, corporate image, corporate identity, corporate slogan, etc. And product brand concept is the product itself to the perceived interests of consumers, the products are the result either tangible, such as consumer goods, industrial products, or it may be intangible, such as the services sector, like the hotel, air transport, consulting, etc.

For consumer goods companies, corporate brand and product brand is differentiated, but it is also associated, in shaping the existence of different nature. Only product brands well-known corporate brand can be reached. The consumer is to perceive the product benefits, from products to learn about the enterprise, the product's brand features creation cannot be separated from the product's functionality and features.

For example, p P & G corporate brand management is very successful, the entire company's brand positioning is very clear, "Procter, high-quality products", the enterprise brand focuses on the creation of a specialized chemical class super giant brand image. In this brand positioning from bath products, cleaning products, bath products, beauty products, makeup products are differentiated by product conception, respectively, with a different brand reach different features and characteristics, such as: the "floating bath-class flexibility" is "confident," "haifeisi" is "fresh handsome", "beautiful" is panting, Sassoon is "fashion" and so on, from the brand name, product, packaging to make early positioning. In the extended form on the different products and segment groups features, targeted appeals. And all with their own set of group characteristics consistent, so that a brand in the minds of consumers.

3. the creation of the brand features from the product concept

The brand is characterized by product embodied by a deep taste and connotation, itself is based on product features and characteristics, cannot be divorced from the product concept, but China's many products in shaping brand, this is not the case.

For example, nowadays the controversial "brain Platinum" ad, which demands completely transformed into a "gift". As health care, is a rational consumer, at no time should have directed the crowd that consumers wish to have an interest in the hope that the product can give him bring good results. But brain Platinum in shaping the product brand, lack of neglecting the molding of the product concept, ignoring the product to give consumers and as a result, consumer perceptions of product interests is to "shower", which makes the products themselves be diluted, it can lead to product markets lack interest, spent a "gift" to lay's brand features are not very fit.

4 £ ® brand features are not sharp, the lack of diversity.

This is a lot of mistakes that enterprise, namely to brand features hold, do not understand their brand really supposed to be feature, this feature can be distinguished from the competition, it can bring benefits to consumers.

For example, today's air conditioning market has basic maturation, product quality makes little difference, a highly competitive individual manufacturers. At the same time, consumers are increasingly mature, than in purchasing products

More rational, and consumer demand for more personalized and differentiation, brand, take note of the outstanding features of the brand, to distinguish them from competitive brands. This is like the two driving a train, competitors in the front, and you're in, how do you surpass him? best way is to choose another way, if you are on the same road, then the inevitable impact, damage, this different approach is the concept of "product and brands and the resulting" demonstrated "brand features".

But we see some air conditioning business branding, there is a problem. For example, an air conditioner manufacturers of advertising is "whatever your personality, × × air conditioning always fit you", first of all, the ad didn't talk about product features and functions, no product concept and brand concept, not emphasize product can give consumers what interests, simply indicate that the product is suitable for all consumers, but the lack of reason for consumers to accept; Secondly, as a more mature product, the brand should have differences, the ad seems to lack of market orientation, all consumer groups, in fact, lack of product positioning and therefore cannot be used for product market positioning to shape the brand features.

5 £ ® brand features cannot adhere to the demands of the

Just as the formation of a person's characteristics, the brand features of formation also overnight, you need the enterprise's long-term efforts, but also influenced by the effects of changes in the market environment, because the brand is characterized by the brand connotation and temperament, not a business presentation, consumers feel, and consumer perception takes time and long term. Some enterprises, experts or consultants is extracted from the brand's characteristic, but not in the future work and propaganda, the demands of the constantly changing advertising, results that consumers cannot cognitive brand features.

In contrast, many international famous brands but rely on long-term adherence to their brand appeal and performance, achieved great success, such as Marlboro has always insisted his cowboy image, prominent personalities of the free and easy; Nike sport shoes is movement and vitality; Nestle coffee is "delicious"; Although a simple aspiration and expressions, but due to the long, so a powerful brand promotion.

6. lack of integrated brand features.

The brand is a great concept, including corporate brand and product brands, in addition to maintaining both integrated, you also need to maintain brand consistency of the various elements, brand and value added is also launched around these points. Many enterprises are not all brand elements have been consolidated into a brand features, so no features to consumers.

Coca-Cola has done this thing very well, he's brand features is a "dynamic, passionate and energetic", so it's in the product color, product packaging, product promotion, advertising, marketing, personnel at the end of the show, DM, after-sales service are on this concept in consolidation, the own brand features a unified, which shows the tension of the brand.

Enterprises to understand these issues, so that enterprises in brand features of shape, avoid walking many detours and wrong way to make your own brand features more vibrant and vivid, give consumers better cognitive and agreed to form a good brand.