A business to make big money

, Sell? Sell ​​the brand!

a business to grow, rely on? By brand!

a result, McDonald's children the line, by brand, engage in franchising, franchising out, so you invest in it to share the profits. Why it can be cents? Because he has a brand.

Nike, the famous sports brand. It almost did not plant their own shoes, but to others the production of shoes, paste marks, earning many times the manufacturers money. Why? Nike because it sells the brand!
Why do

What brand worth? Because it has a glorious image,Links of London Jewellery!
Why sign

magic so big? Because it has a glorious image!

clear image of the brand architecture occupies a very important position, and even some experts on domestic and foreign, is the so-called brand of image theory, the brand is the image that we do not agree.

So, what is the brand image? How can we improve this image? Let us one by one.

First, the definition of brand image

Although the concept of brand image has long been proposed, but its content is with the market, the media and people changing the image depth. Let's start with beginning to understand the meaning of the image of the brand image.

(a) the meaning of the image

image is the interaction between subject and object, the subject's perception of certain situations, the use of certain methods on the object of perception of perception. From a psychological point of view, it reflects the image of the object resulting from a psychological schema. Kenneth Tabor D in his book

(b) the representation of the definition of brand image

people's understanding of the beginning of the brand image is the basic focus on the various factors that affect the brand image, such as brand attributes, name, packaging, price, reputation and so on.

Levy believes that brand image is present in people's psychological factors on brand image and concept of the collection of mainly brand knowledge and awareness of this brand attitude. levy on the definition of brand image from a psychological point of view were analyzed.
Terman

Luonuo Zi and just made from the perspective of brand strategy, They also cited the brand image of the operation's strategic approach: product of cognition, emotion or impression, confidence, attitude and image of the personality.

Sizi suggested that the image of the brand should be like people with personality, this personality is not separate from the brand image of the substance identified, should also include other components ... ... At this point, awareness of the brand image into the to the brand's personality level.

Parker et al, They think that any product or service can be used, in theory, function, or experience the symbol to express the elements of the image.

Senanayake again in 1991, the brand image and brand assets and liabilities linked to his view through the symbols, names can be added or deducted.

we think: brand image is a comprehensive concept, is eager to create marketing campaigns, the image perceived by the perception of subjective feelings and ways of perception of prospects, and in the formation of a psychological association of collection of brand image is an asset, the brand image should have a unique personality.

Second, the composition of the contents of the brand image

good brand image is the competition in the market a powerful weapon, deeply attracted consumers. Brand mainly two aspects: first is the physical content of the contents of the second aspect is invisible.

brand image of the physical content is called From the consumer and user perspective, the For example, the washing machine has the ability to reduce the family burden; cameras to keep people with the ability to beautiful moments. The physical content of the brand image is the most basic, is the basis for generating the image. Physical content of the brand image of the products or services to the consumer satisfaction and brand image of the kinetic energy of the tightly linked to contact with people of a brand, they can immediately functional characteristics of its brand image and combine to form a perceptual .

brand image of the invisible mainly refers to the brand's unique charm is given to the brand marketers, and consumer awareness, to accept the personality traits. With the social and economic development, commodity rich people's consumption level, consumer demand is also rising, the request for goods includes not only tangible goods such as the performance of their functions, but also the requirements of turning the intangible feeling of goods. Spiritual sustenance. Brand image of the invisible here mainly reflect the people's emotions, showing the people's identity, status, psychological and other individual requirements.

three drivers of brand image

establish brand image caused by the most important factor is that people think of the brand, or mention the brand name consumers will think of something. This has enabled the brand image linked with a number of things, drive image building and development.

(a) the image of the product or service itself

the functionality of the product or service itself, the contents constitute the basis of brand image, the image of the product or service performance from the rigid image of say a price, speed, functionality, durability, comfort, applications, from the soft may be feeling about the performance of young, elegant, decent, cherish, bold, noble, charming and so on.

(b) of the product or service provider's image

product or service provider's brand image is also an important factor driving. As the old saying goes: strict teachers produce outstanding students,Nike Air Force, out gained the door, people often judge in accordance with this concept brand image. Rigid image of the provider competency indicators, firm size, asset condition, service conditions, quality of personnel and so on. Establish a brand image in the process,USA Louis Vuitton, marketers often use the existing image of their own, such as Wuliangye Group launched a new brand of liquor, the use of advertising is image of the drive to establish a new brand image.

(c) of the user's image

User image is an important factor driving brand image, its hard targets a user age, occupation, income, education, etc., soft indicators lifestyle, personality, temperament, social status and so on. Brand image and user image in combination with a situation through those expectations and aspirations of their own people the image of the state to achieve. Both cases from a psychological point of view is often the people with their own evaluation; think they are part of a group or want to belong to a group should have this kind of behavior.

more impact on brand image among the different product characteristics, cultural background, under the conditions of human personality is not the same, should pay attention to determine how it affects the three brand image, enhance its driving role.

four brand evaluation

brand image can be used to examine quantitative methods. Commonly used to measure brand image force on the two indicators: one is brand awareness; Second, the brand reputation. However, we believe that this is not enough, should also include the brand reflects the brand image, brand attention, brand awareness, brand beautiful, brand communication degree, follow the degree of brand loyalty and brand.

1. brand awareness

brand awareness refers to the degree of brand awareness by the public, is to evaluate the brand image of the quantitative indicators. Visibility can be investigated from three different angles, namely: public awareness, industry visibility, target audience profile.

called the public profile of the brand, is the brand awareness in the public.
The so-called industry visibility

is the brand awareness in the relevant industry or influence.

so-called target audience is well-known brand in the target customer's influence.

2. brand reputation

brand reputation is the brand to gain public trust, support and praise of the degree. Investigation of reputation can also be from the public reputation, industry reputation, the reputation of three of the target audience. Brand reputation reflects the brand is good or bad impact on the community.

3. brand reflects the degree of

brand reflects the degree to which brands reflect the extent of causing public perception. Mainly in the people a moment of reflection of the brand.

4. brand of attentiveness

brand attentiveness to public attention that the ability of the brand, mainly referring to the brand in contact with the public's attention level.

5. brand awareness

brand awareness refers to the brand by the public awareness of the extent of reproduction, a sense that the brand features and functions to understand the extent of by consumers.

6. Brand beautiful degrees

degree to which brand of beauty brands from the visual impact psychologically on whether to give people who enjoy the beauty.

7. brand communications degree

brand communication is the penetrating power of brand communication, brand communication focuses on impact.

8. loyalty

brand loyalty mainly refers to the public on the extent of product choice.

9. follow the degree of brand

brand means to follow the degree of the major changes in the brand and the user can follow the brand with the brand, brand loyalty further than the requirements.

brand image evaluation method often used market research to achieve, in practice it is impossible to nine degrees, taste and should choose a few more comprehensive evaluation of the indicators.

five three-performance brand charm

(a) of the charm of one of the brand: Marlboro cowboy

Marlboro cigarettes can be said to be the world's most famous cigarette brand and is the world's best-selling cigarette, its brand value in 1997 reached 47.635 billion U.S. dollars. But in 1950, Marlboro cigarettes, is an unknown in the United States, almost dead. Competition out of the market the brand. In 1954, Philip Rees British policy-makers in the company's cigarette market trend, after careful analysis, made several major decisions that changed the policy of Marlboro brand cigarettes, also changed the fate of Marlboro.

change after the change in front of Marlboro Marlboro

heavy smoke light smoke

less spice and more spice
No Filter with Filter


white packaging of red, white packaging

image of the female soft, supple modern image for men

ads to appeal to the image of advertising skills demand

At that time, Marlboro re-listed is a product of the change mainly to new products added Philip filter, to enhance the taste of tobacco, and some filters to dark brown paper package. These changes have a modern image of the Marlboro, because then 90% of smokers choose cigarettes without filter tips; also makes Marlboro better meet the young men, because the strengthening of the tobacco taste, and change the packaging, and finally Philip Mok Reese strengthen the company developed a new Marlboro brand personality advertising strategies to meet the preferences of young men.

Philip Morris chose Leo Burnett - a new advertising agency as its advertising partners to develop its brand strategy, they chose to play in the masculine model heavy manual labor work demands, including the pilot, ocean fishing, mechanical engineers and jeans, cowboy image of one of the most male target consumer acceptance. But a series of ads or a cross-selection of the jeans and other masculine roles for many years.

1963, according to survey, the Marlboro man needs a more specific representative, then to a fully representative of the Marlboro cowboy men began to use. At that time the ads emphasized: the choice of denim to be convincing; Marlboro promotion must always be novel, not the general, ordinary, not to be her unchangeable; each of the advertising must be straight to the point and has shocking; ads change is different jeans, different views of smoking time and novelty. The birth of the Marlboro cowboy image, strengthen Marlboro rough, masculine appeal, she made the image of the gradual build up in people's minds. In the 60's, the Marlboro sales growth of 10% every year. By 1975, Marlboro had become the leading brand in the United States, and continues to enter foreign markets. Marlboro cowboy image of the conquest of a hundred countries,

(b) the brand image of the charm of the two: Volvo - unshaken commitment to the safety of

Volvo (volvo), a global automotive transportation equipment company, founded in 1927, is currently Scandinavia's largest industrial enterprises with annual sales of more than 26 billion U.S. dollars in 1998.

Volvo has always been excellent quality and safety performance is known to the world. This fact should be attributed to the security company has always been the core concept of the brand, and to operate the full range of core values,Louis Vuitton Outlet Store Online, devoted a lot of heart preparation. Volvo's safety image not just in advertising. Public relations and other communication activities, but also implement the product and technology research and development and corporate management of all organizations, such as it has its own accident research department. Volvo's management is not only profit from a business point of view, but rather a sense of community, the customer is responsible attitude. Volvo in the manufacturing process of each company more responsible, more able to reflect the user freedom of driving, safety, perceived driving pleasure.

decades, Volvo tireless commitment to research and development of safe products, a lot of money invested each year. The safety of cars from the 40's to 60's three-point seat belts, to the 90's Side-Impact Protection System, Volvo's dedication to the many people in the world in the field of automotive safety innovations unique invention. In fact, every innovation is a kind of critical of their own inheritance - to make Volvo more secure and more fun to drive. Volvo s40 in recent years have received the Prince Michael Road Safety Award. European Collision four stars award. British Touring Car Championship and many other awards.

order to show the safety performance of Volvo cars, the most effective way to market themselves, Volvo Car Corporation enormous amounts of money, much of the world held a car crash stunt driving and safety performance. Such performances staged in the Asian region in recent years in Malaysia, the Philippines, have had a sensational effect. September 26, 1998 went to China, held a real vehicle collision shows and car stunt driving shows, once again proved to the people: Volvo car safety indeed. Its leading position in the field of automotive safety is unshakable, which again promote the safety of the Volvo brand image.

Volvo in the early 80s to Hebei, Beijing, Shanghai and Guangzhou, the taxi company to provide its 240 sedan, so far, these cars as proof of high quality Volvo products still on the road and maintain a good driving position. End of 1993, as part of a global strategy, Volvo began to vigorously expand the Pacific Rim market, China is classified as Implementation of the Since 1995, Volvo and the China Golf Association, an annual event and the Volvo China Open golf tournament. Attracted many world-class athletes to attend, with great success. Currently, Volvo's brand image in the minds of Chinese consumers, Volvo's efforts to obtain the return of Chinese consumers. In 1996 China's auto market downturn, Volvo car sales are still 20% more than in 1995, more than in 1997 increased by 65% ​​in 1996. Its success, thanks to the good image of Volvo cars, Volvo to the Chinese consumers due to the safety, quality, durability and value of environmental protection has been recognized.

(c) of the brand image of the charm of the three: shaping the image of a voice paging Kaihua charm

Communications in 1991, asked the company has just set up this Kaihua, WANG Yu-chun, general manager and director of the Office of Public Relations with the Academy of Social Sciences Institute of experts to discuss how to quickly break out Kaihua brand, how to establish a good image Kaihua, through research proposed Kaihua Communications is Kaihua start paging, paging service personnel so the sound is a bridge of communication and public enterprises,Gucci Shoulder Bags, but also public relations policy, Is the carrier of voice messaging, voice make our lives rich sensory world, we rely on to help us explain the sound, voice communication and expression of emotions can lead people and inspire people's emotions, that can represent, to reflect. When we hear Beethoven's

's voice easily be accepted, the corporate voice, the voice of the brand but needs a process to be transformed. Kaihua the company decided to use anthropomorphic shape the way the voice of business. Kaihua shape the brand voice, it is the Kaihua communications into

first step: The corporate image, brand image turned into an individual image, use

Step two: the image of the individual to inform the public, and strive to become a public figure. Is the founder of the national radio station was broadcast live during the hot part, Shijiazhuang City Economic radio Through this column Kaihua to female students,Nike Shoes, Every night in the city linger over.

third step: the public image of the transformation to the corporate image. When the