Several Principles To Be Noted In Brand Image Building?

Brand image refers to a link between a brand and a target consumer's work and something.

This connected object is often the image of the brand.

Brand image is a comprehensive concept, which is influenced by the subjective feelings, ways of perception and perceived background of the perceiving body.

The cognition and evaluation of brand image by different consumers are likely to be different.

Brand image building is a long-term and arduous task. It is not a specific person or specific action.

It needs to be meticulously molded in a comprehensive way in a certain way according to certain principles.

1. systematic principles

The shaping of brand image involves many factors. It is a systematic project to do a lot of painstaking and meticulous work.

It needs enterprises to enhance brand awareness, attach importance to brand strategy, plan carefully, organize scientific and technological organizations, cooperate with each other, coordinate with each other, continuously strengthen and improve brand management, mobilize all kinds of forces, make rational use of all kinds of resources such as people, wealth, material, time, information, honor and so on, and optimize the combination of various resources so as to maximize their functions and produce the best benefits.

In addition, the brand image can be created not only within the enterprise, but also through the public, because the brand image should ultimately be established in the public mind.

It needs to be geared to the society and the society, and mobilizes the effective forces in the society to make use of the positive factors in the society.

All these indicate that the shaping of brand image is a complex social system engineering.

2. principle of full staff

Full participation brand

It is very important to create brand image.

The brand image must send a voice to the market, that is, all employees are required to have a sense of mission. This sense of mission comes from the sense of honor. It can bring strong cohesion to employees.

It is impossible to imagine that a loose sand or a complaining employee will show a good brand image to the public.

Chenatony, a marketing scholar in the United Kingdom, believes that it is very important for enterprises to implement brand strategies, especially those implementing brand internationalization, to enable all employees to understand the meaning of brand and enable all employees to understand, understand and express their brand image.

Only when a large number of employees reach a consensus can the roles of different fields be integrated into one group, so that members of different departments can make efforts in one direction.

In the book "brand leadership", AIKE, an American scholar, has also mentioned that enterprises should give priority to the dissemination of internal brands, that is, before obtaining external recognition, they should first implement internally and achieve internal identification, because internal cognitive differences may mislead the implementation of strategies.

In addition to letting all employees in the company participate in shaping the brand image, the principle of full staff has another meaning, that is, mobilizing the power of the public.

The marketing, service, public relations and advertising of enterprises should be able to attract the public, impress the public, make the public pay attention to the brand image, and enthusiastically participate in the brand image building, so that the brand image will be firmly established in the public mind and produce permanent and extraordinary charm.

3. principle of uniformity

The unity principle of brand image refers to brand identification, that is, the design and use of brand names, signs, logo words, logo colors, and logo packages must be standardized and unified, and can not be changed at will.

For example, the name of the same enterprise or product should be unified in the name of a country or region. Chinese names such as Panasonic, TOYOTA, general motors and Microsoft of the United States should not be replaced by other Chinese characters.

It was a bit unbelievable, but it was no longer true. A chicken leg ran around the world.

KFC is an international chain store.

The biggest feature is: one family is a family, ten families are a family, a thousand or a family, wherever you are, as long as you get to KFC, you will find you have not gone far.

Because the red and white roof, big beard Sanders Colonel, wide bright glass windows, smiling waiters, and fragrant, crisp, loose, golden fried chicken legs are all familiar with you.

4. characteristic principle

The so-called characteristics actually refer to the differentiation or individuation of brand image.

The characteristics of a brand can be characterized by its quality characteristics, service characteristics, technical characteristics, cultural characteristics, and business characteristics.

Only when the brand image is unique and unique, can the public be attracted to the public, so that it can stand out in many brands through sharp contrast.

The brand image of plagiarism and footsteps can not be effective or attractive.

For example, people say their own motorcycles are light, fast and safe. You also say that the motorcycles they produce are light, fast and safe, so they won't have any special features.

The principle of characteristic is also important, that is, the nationalization of brand image.

Nationalized things are always distinctive.

"Only the nation is the world."

Seize the national characteristics and give the brand image a certain meaning, often can receive unexpected results.

5. emotional principle

Brand image is the concentrated expression of the brand's appeal to public emotion, such as the pride, richness and sophistication of Mercedes Benz.

In the process of brand image building, we should integrate emotional factors everywhere, so that the brand can be emotional and charming, so as to narrow its distance from the public and achieve good communication with the public.

Over the past decades, Marlboro has created the western open and rich image of cowboys, cattle, campfires and coffee -- vigorous, bold and bold, full of masculinity.

It pcends the pure product relationship, and connects the brand with strong and lasting emotions, creating the "emotional brand".

Emotional brand makes people realize that part of the value of products is emotional rather than material, thus expanding the platform of products and services.

McDonald's is an excellent way to create images with emotion.

As the world's most famous fast food restaurant, McDonald's initial business performance is also very dull.

It was not until 1957 when a man named Goldstein joined in McDonald's to promote advertising.

In 1960, the American Broadcasting Company launched a national children's show, the PSO, which Goldstein thought was very interesting. He took the opportunity to sponsor the circus, and told him to advertise McDonald's.

Bor, the funny clown shouted to the children, "don't forget to ask Mom and dad to take you to McDonald's."

The children kept in mind the words of the Sasso clown in laughing and laughing, so the number of people who visited McDonald's was increasing and their turnover increased linearly.

However, it did not last long. In 1963, the operation of the PSO's Circus programme ceased, and the operation of McDonald's was dismal.

Goldstein knows that his parents love their children, even if it is a small request, parents will think it is reasonable.

Signing Yu Bo's impressive impression of the clown in his children's mind, Goldstein determined to create a "McDonald's uncle" who faithfully stood on the side of the children, and became a big friend of the children.

When the statue of "Uncle McDonald" was displayed in front of the shop, it was really attractive.

Many of them are children.

Since then, McDonald's business is booming.