On May 10, 2017, the State Council of China approved the establishment of the first "China Brand Day" , which marked that China's brand strategy has been raised to an unprecedented height, and it also means that the country will strive to build more Chinese brands with the whole country. However, there is still no clear definition of "brand building".
What is a brand? Local planning agencies believe that a brand is a symbol, and a successful LOGO will save you money. International 4A companies will Buy email list tell us that brand is advertising creativity, insight and resonance will bring new brands, and for more business owners who are not good at advertising, brand is word of mouth, products and services.
1,000 readers have 1,000 Hamlets, and institutions with different positions have different understandings of brands. In August last year, Soochow Securities released the report "In-depth Research Framework of Consumer Goods Brand Theory" , which, from the standpoint of a securities firm, gave us an in-depth analysis of what a brand is and the logic of brand growth.
Aside from the brand investment suggestions of securities companies, we understand this document from the perspective of enterprise operation, which may help us open our minds and find the second life curve of brand development.
1. What is a brand
Linking brand value to product price becomes the crudest but most effective strategy
In the "What is the cost of a 10,000 yuan luxury package?" released in February last year? In the report, Soochow Securities took the high brand premium of luxury goods as an example and put forward the theory of brand premium scoreboard. As can be seen from the following formula, the brand has a price in the eyes of the volume merchant, which can bring a high premium far beyond the product itself.