The economic crisis to its brand value-added

"Brand to its value-added," is not a value not to, but enterprises must conform to the trend of consumer senses changes in the marketing communication in strengthening the real value of the product, do not over-emphasize the value of the virtual - the added value of the brand.

Consumer value of the sub-rational values and emotional value

Reason is the value of their products to consumers is the more dominant the value of visual comparison which could be perceived to be of value to consumers through vision, hearing, touch, taste, and other visual perception.

Sentimental value to the consumer is brought about by purely psychological feeling, this is a hidden value, that is, consumers do not see or touched but can feel a kind of value, is a virtual value.

To the economic crisis, a rational consumption, increasing the value of virtual neglected

The economic crisis is coming, more and more cautious consumers spend money, save more and more and more rational. In this case, the consumers more and more the value of virtual neglect, more and more attention to the real value of the product itself. More consumers concerned about the currency to pay, what was the real interests of the product.

Therefore, consumers in the purchase of goods, taking into account all the more reason to pay more attention to cost-effective products. In the end product will be a choice of "slashing the" brand value-added, direct comparison of product features and prices. The same function, the same sense of the quality of products, more choices to consumers at lower prices. Cost-effective products into the consumer's purchase decision factors.

At this time, the right marketing can not be too heavy in the pursuit of value-added brands, products and return the value of rational functions. Globrand.com must be strong emphasis on the rational product features and benefits of the development of marketing communications. The empty, the brand's selling points to put emotions aside, but to highlight the features of the product selling point, as well as brought about by the objective function of interest. This time, emphasis on function than the selling points to emphasize brand feelings more effective selling point.

Do not is not a value-added, but pay more attention to the real value of the product.

The economic base and economic status of the concept of consumption decisions, consumption Decides concept of consumer attitude, the attitude of the consumer spending decisions, consumer behavior determines the end product of choice in the end-consumer products and choose a final decision on the fate of the business of life and death.

"Brand to its value-added," is not a value not to, but enterprises must conform to the trend of consumer senses changes in the marketing communications products to strengthen in the real value of the brand will not be magic, too much emphasis on the value of the virtual - Brand Value-added.

And in fact, the real value of the product itself, the embodiment can bring added value, we should try to let the value of the product can be perceived, and stressed that the real value of the product at the same time, to allow a greater sense of the value of the product. In other words, focus on the value of the product itself to do value-added, not too focused on the brand's value (the value of the virtual) to do.

Quick users of brand planning

We have a few back in front briefly introduce the brand to the crash of the main planning, and then the next chapter we will introduce the audience brand planning. The so-called brand audience, in a nutshell, the brand is the recipient of information collection, which includes the brands consumers (users and buyers), the competitors, spectators and commentators, and so on. The audience for brand planning not only helps to target consumers, the driving force for building a brand; but also for brand design, marketing and dissemination of such acts is extremely instructive, to know ourselves and our enemies Baizhanbudai. As a result, the audience for the brand of precision planning will help the fast-growing brand, which includes the brands of competitors, buyers, users and critics such as the precise definition and assessment of the content, and so on.

Here, we will first introduce the brand to users of the planning points. The so-called brand user, that is the practical application of a collection of brand carrier. They are the basis for the existence of the brand, not brand users, all other brands in the end will be a castle in the air, which is the operator of each brand must bear in mind the principles, such as the end of last century that claims to be the largest in the history of communications projects, "Iridium" Is due to the lack of users are forced to spend money directly on the loss of more than 5,000,000,000 U.S. dollars. Therefore, to save the fast-growing brand, brand users precise planning is essential. In general, users of brand planning for sure to do a good job in the following three elements:

First, it is clear who the user

Only clear which brand the user, we would not be able to brand planning and operations targeted and effective driving force for building a brand, driving brand to grow and prosper. How to clear it? There are two general ideas: first, starting from the carrier's brand, and the other is from the market's needs. The former are more suitable for the carrier already existing brands, that is, business has able to market products and services in order to promote sales and brand creation, which is the brand as a marketing tool for thinking, the overwhelming majority of the brands are The so-sheng; the latter is more suitable for all the start-up brand from scratch, that is, individuals or companies found in the market there is a demand for the group and its brand is defined as a user, which is a brand to be regarded as assets The mode of thinking.

Second, users need dialysis

A clear brand users, their need for a thorough analysis and found that the needs of the user already exists which, more importantly, those who tap the potential. From the general need for the material needs of globrand.com and psychological needs of the two perspectives of the interpretation, it is usually the core of the brand research. As the user is often on their own needs can not have a clear understanding, therefore, must see through the nature of the phenomenon, its understanding of the subconscious, and only this way can the real needs of the users of dialysis.

Third, to identify ways to meet

The user needs to know, we have to be based on the user's needs and meet the economic analysis, and can choose to enable users to meet the increasing needs, and then used to determine how to meet it, is Through functional or psychological, functional (psychological), and what manner, and so on. For example, a user needs a clearer television picture, we can improve the clarity of the screen to improve signal transmission quality and increase the quality of the source itself, and other aspects. In another example, to increase the screen resolution can be scanned line by line, 100HZ show that 1.07 billion color processing technology to achieve.

In short, brand planning is not only a lot of users planning on the premise, and will operate in the future, such as production, marketing and services program to play the role of the far-reaching, and must not neglect.

Do not like big brands

What to see too many dealers, the big story of the brand. It is as if we live in is such a "new era" at every turn on the "P & G", at every turn, "Mengniu." Later, it found that those things in life apart from one, holding them as a success story to talk about funding, as though our business was not much of an effect. After all, these "big players" of the deal were still few and far right. Moreover, I see more "and the other as photos, and then used as a propaganda".

Here, the author on the study of long-term experience with those fighting in business strategy into practical knowledge for everyone to share it.

First, the overall market value. 80, to do business, are basically made. Why, now, doing business as if it is so difficult? The reason is simple, when China's reform and opening up early, what are the initial stage, and the ratio of farmers and businessmen great. After all, business is one of the few people think. As a result, huge market, but only a small number of people who are divided into the hands of every businessman's wealth would be very much more. This is today, some people go for this market, dumplings, I do not know this already-bloody it? In addition, the product loyalty geometry? Degree of homogeneity and geometry it? The piece of pork a few trillion market value of the market, you can see who is going to fight for it? Careers are the same. You have to look at the work you do is use what you value. If everyone can do the job, and, for very many people, the most serious is that you do not have the so-called "relationship" to support. In that case, there is no need for you to try to compete for the market. Really know how to market, will make use of their own selling point, to avoid head-on collision, to create wealth.

Second, labor exploitation. Sometimes, we will find you fix up the car than wage earners will be more difficult, but not much money. Why? First of all, what the care of the car repair, there is no sense of fashion, there is no added value, unlike LV, can in fact use all of a sudden he jumped off the value of - fix, repair is good; good repair, you kung fu is not home. Second, over-reliance on the boss. The industry, are often open their own boss, their repair, so for a long time and found a good business, only to recruit 12 apprentices to help. The matter has come, let us not refer to their own level of apprenticeship. Moreover, the industry does not have too much added value. Overall market value of the clothing is also not as high repeat purchase, and units of time to create high-RMB. The most serious is that the boss will not go to cultivate this gang, a group can create its unit value. Things will pro-Gong, which has led to the store every penny of value a person will be created for small businesses, this is very bad. In recent years, as a very popular online games, we often hear some people say this thing can make, but many people think is a waste of strength, tossing the body a month to make more than 1000 pieces. The crux of the problem is that people do not know how to use them to create a residual value. If a person manipulating the two accounts, earned 1000 yuan a month. In that case, if the ranks of his group, a person can be manipulated 6 account, is 3000 yuan a month. That was why he has not done so? This involves asymmetric information, and to configure machines, such as organizational problems. A studio, every day from the exploitation of wage earners 50 separate flights day and night, a machine that is the 100 yuan.

Third, the actual market value. Restaurants each year could be the market value of several trillion, so here is not necessarily a lot of gold you found it? The overall high-value, shows that it is possible opportunity. But it certainly does not mean that a lot of money. You also need to consider your core competencies, the concept of your product, your location, your promotions, your overall marketing co-ordination, management of your background and so on. Leaving aside the first of these is not to say that I would like to talk shop. In a suburb, you feel good to do business? Simple life of the people here, but at the same time the pursuit of fashion, longing for the prosperity of the city. Such is the double features, so that there are small businesses when a big row as well as KFC and the like into the well-known restaurant industry. You say that I am here to do a good globrand.com? If so, then the food is certainly cutting the market, engage in the traditional fashion, meaning that the "traditional" food, not like the concept of loading and cross; if it is engaged in garments, middle-aged or better, you look at the Where the number of young children are out of work in big cities, the older generation of people have begun to enjoy the blessing of old age, and the land is often less competition - as do the costumes are more young people, and They do all their young familiar with the equipment; do jewelry, this may be a piece of the Blue Ocean, jewelry because of high value-added, requires a lot of expertise, and consumers want to know that they bought in the end is Crystal, or that only a few dollars worth of broken glass.

Fourth, business management. Do not say might not be aware of. In fact, each store will have its own business management. Of course, I will not tell you, "Matsushita" that old story. After all, he was selling electrical appliances and what is your relationship. You can not be the same as selling the printers abroad. Times have changed, we can only say that the practical, educational failure here - not only out of the times, yes, platitudes out of touch with practicality. So, here just want to talk about modern society, which operates the store people. They, in fact, often do not have a set we have not been summed up and analysis of business management. Miss Li opened a clothing store, this street is not very wang, every few months will have to close down shop, the opening of new stores. However, Miss Li is to open the shop or good, stable source, so that the Miss Li An safely store opened a few years, the income was not bad. In that case, her business management for this? Since this is not the street-wang, and many of the same competition. In that case, Miss Li competitiveness Why? The simplest first, we thought that was the difference, that is to say, they are selling the young ladies, I sold men, if men and women have been installed, have Maternity, children's wear has been, it may be Miss Li's cargo Yes, perhaps she is with the sales ladies, but it has a unique vision, she is in itself a living model, beautiful people, good eloquence, and particularly large number of repeat buyers. Miss Chen runs a boutique business is not very fire, but a month or a net profit of Qiba Qian. Of business management, then what is it? First of all, the boutiques are in a low-level stage of the competition, Miss Chen to targeting its stores in Crystal professional households, so that in high-end market. Together with their crystal For in-depth studies over the years, so we would not have to sell fake and shoddy commodities such things. As for her stores, in order to meet the needs of its position, showing the visible nature appropriate place. In addition, the size of the stores, the overall feeling is also to meet the goals of the group designed. This is, no matter where you go, if you see other people's good shops, like a lot of profit, you need to do is not to follow the trend, but look at other people's business - the success of each of the shop behind There is a total unknown, ""!