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Recently, the bosses of many small and medium-sized enterprises in the Pearl River Delta have found some phenomena worthy of attention during training and consultation: either these bosses are dismissive of brand communication, or they are blessed with brand communication, hoping to pass an event, a news spread, their own business. The brand building stands like a renminbi in the hearts of millions of consumers across the country.
Obviously, these are all views on the immature brand communication. It is precisely because there are too many bosses' understanding of the brand communication, which shows that our SMEs are still in the initial stage of brand communication. SMEs in the lighting industry also have many problems in brand building. There are countless small domestic brands of lamps and lanterns, and the industry is seriously lacking in leading brands.
Brand Growth Four Segments Many consulting companies or public relations companies must diagnose the status of the brand before making decisions about corporate communication, and thus at what stage the brand is at present, what is the image of the current level.
According to the author's ten-year brand communication experience, no matter how the brand develops, there are four stages that must be experienced: first, the understanding stage. That is, after the birth of a new brand, it is first necessary to inform him of the logo, name, slogan, industry attributes and other information, thus forming a face of understanding, which is the consumer's confirmation of the form of a brand. When I was teaching at the Zhuhai branch of Beijing Normal University, I joked that the process of establishing a brand in the minds of consumers is like a process of love between men and women. At the beginning, it is in the stage of understanding, knowing the name, gender, age, height and weight of the other person. , handsome and handsome ugly and other aspects of understanding.
The next step is the cognitive phase, in which the public begins to understand the specific connotations of the brand, such as marketing, quality, scale, technology, services, and even information on channel expansion, promotion, etc. This is the consumer’s content for a brand. Confirmation on the above. Just as men and women have a better understanding of each other's hobbies, specialties and shortcomings, education level, speech and behavior, and even the other's family, friends and other situations, this is a stage of deep development, only the brands that have experienced this stage can be well-known. Words. Therefore, many people think that the new brand should go to CCTV to raise awareness. This is a wrong statement. At best, it is a kind of awareness, and it’s a familiar face.
The third stage is the identification stage. After experiencing the stage of cognition and cognition, consumers have a comprehensive understanding of a brand from form to content, and with the deepening of understanding, begin to value the brand and corporate culture. The information on the ideological level, such as management philosophy, social responsibility, and entrepreneurship, has a new cognition and recognition. This is the consumer's confirmation of a brand's attitude. At this time, the brand can truly be called a brand. For example, BMW's driving pleasure, Volvo's safety, Haier's five-star service, and Gree's industrial spirit.
The fourth stage is the subscription phase, which is of course the stage of purchasing the brand's products or services. This is the confirmation of the consumer's actions on a brand. Making consumers subscribe is also the ultimate goal of the brand.
Recognizing your status as a river and lake Although the above four stages are the inevitable stages of brand development, the cycle of each stage of growth differs depending on the operating methods or industry attributes of each brand.
For example, many brands are synchronized in the cognitive and cognitive phases, including multimedia, high-frequency, and centralized advertising, as well as event marketing to increase attention and topical marketing planning. For many bosses who want to make a brand, they have done a good job from the cognitive stage to the cognitive stage, and they dare to invest. However, due to operational methods or other reasons, the brand is slow to enter the approval and subscription stage, and the result is halfway. When I return to the investment confidence, I often sigh that the brand is like a ghost, I have heard of it, but I have never encountered it.
Some brands have already reached the stage of identification, but the transition to the subscription stage is extremely long. For example, many consumers have strong recognition of the BMW Benz brand, but they cannot be sublimated to the subscription stage because of their spending power.
Therefore, when we do brand communication, we must recognize the stage of our brand, so as to achieve a targeted. Brands are at different stages, and their status in the rivers and lakes is different. The same event marketing, in the same sentence, the brand of different rivers and lakes, the effect is completely different. For example, the price is also reduced. The big brother in the industry can be said to be cleaning up the industry and clean up the miscellaneous brands. But if a new brand says the same thing, saying that it is necessary to carry out industry reshuffle, it may be jokes from peers, no one believes!