Be Vigilant Against The Grave In The Construction Of Small And Medium Sized Brands

I remember a psychologist who said: people are not influenced by things themselves, only by their own views on things. Customers do not care much about what products are. Customers are concerned about what benefits the products and services can bring to their customers. Customers are based on their cognition of products and services provided by enterprises. Therefore, the competition for customers' mental resources is the focus of market competition.

So what does the enterprise enter into the customer mind and occupy the dominant position?

That is the brand. Entrepreneurs should bear in mind that there is no product entity in the mind of the customer. Only the brand can not fit the whole organization into the minds of the people. Only the symbols and symbols representing the products and services of the enterprise can be loaded into the minds of customers. These symbols and symbols are brand names. Every enterprise, no matter how good your product is, if you can not build a brand in the minds of your customers, all your input can only be said to cost, and can not be converted into benefit. Therefore, it can also be said that the brand is the converter that the enterprise pforms cost into benefit.

At present, the bosses of small and medium-sized enterprises only stay at the level of product management thinking, and why do the enterprises who use brand management thinking to co-ordinate their business? Why is there such a situation? This is incorrectly related to the cognition of the employees in the small and medium enterprises, and is incomplete and partial to the brand. The construction brand of the small and medium-sized enterprises is a little careless and can easily fall into the following brand grave.

When it comes to brand names, the boss thinks of brand names. The so called brand name is a brand with a high reputation. Improving reputation is indeed the first step in building a strong brand. Popularity will have an impact on customers' cognition. People generally like familiar things and hold a positive attitude towards things they are familiar with. Higher visibility can also bring some products.

The situation is only more obvious to the products with low concern. Customers should not only know their names, but also know their principles.

Simple

It does not always make the brand.

To increase sales volume, we should enhance the popularity and purchase degree together. The so-called purchase degree refers to the customer's strength to remember the brand and purchase it when there is demand.

Low reputation is sometimes a healthy and appropriate situation, because although they are not known by more customers, but loyal customers are many, the purchase is high, such brands can enhance popularity and gradually expand market influence.

A high reputation may also be a bad thing. Although many brands have heard of it, the brand will not necessarily be reminded of the brand when they are buying something. If you want to change this situation, you will be hindered by high visibility, because few people will be willing to spend time and energy to understand a brand that they have heard.

The brand with high popularity and low purchase has fallen into the famous brand grave, it is very difficult to turn over.

To build brand and enhance brand equity, we should enhance the popularity and purchase degree in a comprehensive way. The factors that affect purchase degree include brand cognition, brand association and brand loyalty.

Brand recognition means that customers have a subjective view of brand value based on their own understanding, which will directly affect customers' purchase decisions and brand loyalty.

It also supports a certain premium level of the brand.

Brand association is something directly or indirectly related to the brand in the customer's memory. It includes the ideas of buyers and users, product characteristics, usage methods, organization associations, brand personalities and so on.

Brand loyalty is the core of all brand values. A highly loyal customer base can make the brand develop for a long time and create a significant competitive advantage for the company.