The Regression And Transcendence Of Clothing Brand Value

Starbucks CEO Howard Schulz once said, "to build a great brand with far-reaching influence, we must first have an attractive product."

It's not hard to understand.

This is especially important for the current Chinese brand.

Whether Da Vinci furniture's "domestic sale to domestic sales" or the "bone soup gate" event of "Ji Wan Ramen" all reflects the fragile trust relationship between consumers and local brands.

"Cheap but easy to problem" is a common description of Chinese products.

As we all know, domestic manufacturers have been troubled by quality problems for many years.

Even those Chinese brands emerging in the international market still face the same challenge.

China's GDP already ranks second in the world, but "made in China" as a whole is still unable to tear down the label of "low quality and low price", so it has to be thought-provoking.

This trust crisis has its historical background from a deep level.

After all, brand is the product of market economy. Both product brand and service brand need to experience the accumulation of time and the grinding and testing of market competition.

On the other hand, the domestic brand's quick success and instant benefit attitude has also led to frequent occurrence of quality problems.

Nowadays, a lot of local brands pursuing efficiency have been put down.

Therefore, when we investigate and evaluate the overall situation of domestic brands, we are concerned not only with the size, sales volume and brand awareness of the enterprises, but also on the structure of their most basic products and services, the sustainability of their development, the corporate culture and their values.

The return is for better crossing.

After making a solid product and quality, the main thing for the brand is to create a good story -- let the brand win the hearts of the people and achieve a successful and long-term leap.

A brand that needs long-term patience from its establishment to fame is a unique brand story that keeps pouring energy into the brand.

{page_break}

A good story in real sense is a strategy.

This strategy creates influence through wonderful marketing activities and appropriate publicity wording.

Brand owners must create tangible and intangible experiences for consumers through five senses and all marketing contacts.

If the story is good enough, it can change people's life; if enough people hear it, it can change the whole world.

This is the power of the brand.

However, telling stories does not just mean massive marketing and dissemination.

We should know that the input of advertising communication is only a process of "commitment" to consumers, and the final brand building must depend on the whole organization's process of "making promises" to consumers.

This kind of materialized not only requires the determination of the top management of the enterprise, but also needs the cooperation of every employee in R & D, manufacturing, sales, service, administration and so on, and even requires upstream suppliers and downstream distributors to make joint efforts to contribute to the brand image.

Further, managers must focus on the use of management methods and find a way.

While telling a good story, the external marketing environment is also undergoing tremendous changes, and "embracing change" is the eternal theme of all brands.

Nowadays, technological progress and the impact of the Internet have brought new opportunities for all brands. The development and popularization of various electronic commerce and social networking sites have greatly shortened the distance between brands and consumers.

Through online interaction, brand owners can quickly understand the needs of consumers, thus forcing manufacturing processes to respond quickly to the market.

When the original marketing methods and sales channels are rewritten by the Internet, as long as the seeds are planted on the Internet, the brand is likely to rise rapidly with the power of the Internet at an astonishing speed.

It needs to be pointed out that in the face of the rapidly changing external environment and the complicated and complex channels of dissemination, the quality of products and the values surrounding the brand will change all the time. This is also the origin of brand building mentioned earlier.

Whether it is to coordinate the internal and external brands, or to straighten out the organizational structure of the brand, or even reconstruct the coordinate system of brand measurement, we must let the brand's values go through all the time.

In other words, you can rise and fall in the industry, but you must not deviate from your core.