Keyword: brand personality of the brand management condition to the brand construction in 2006, for the Procter and Gamble's SK-Ⅱ brand is a difficult one. "Quality door" SK-Ⅱ events become difficult to cross the barrier. In September 2006, the top international cosmetics brand SK-Ⅱ is guojiazhijianju detect contains chromium and neodymium, prohibited items, and then the media exposure. Next, the major shopping centres have replaced the counter, and Procter in announcing the withdrawal Cabinet when still insists that "Although SK-Ⅱ believes that its products are safe, but still make this decision", followed by a return and set in the wave of a very high threshold, these practices caused anger, making this crisis to SK-Ⅱ exit China market. Although now SK-II began in continents into the city, but its brand trauma in a day can be healed.
P for the handling of the crisis is doubtful, the good operation of the company brand and why will this incident was so low? a brand management in the face of crises do? there are many a time have red, like the brand of the Sun God, gold and other health products, the brain within a few years disappeared. Why do some branding in the Pan? how can lasting brand? with these questions, we invited strategic management expert, Dr. Cheng Wen bin to explore this question.
"Genuine" brand
King Pui PUI: now many businesses are emphasized words that you want to do a brand great brand, so just what is brand?
Cheng Wen bin: referred to the basic concepts of brand, first of all it should be said that the current brand description six major theories, they are the brand mark, brand image, brand essence, brand personality, brand, brand core value theory. Previous 5 primarily advertising company for practice more, finally a brand core values is the brand management experts proposed, in recent years in the industry-wide concerns and get great recognition.
I personally agree with brand core value theory, because the core value theory more accurately express the brand can have a great commercial value of the core reasons. The traditional core value theory focused brand core values or core value proposition, it can be said that captures the core elements of brand value, is very right, should adhere to; but in practice, said core value and is its understanding of the dimension is not enough, not too good on the merits and measure the brand the brand value. Therefore, I think it should be combined with consumer dimension and brand their own dimension both aspects to in-depth understanding brand value, they concluded a comprehensive understanding of the brand value of ten basic dimensions, resulting in the most fundamental core value extends to the brand more quantifiable and consideration of evaluation factors, on the one hand, you can enhance and improve the understanding of the brand, on the other hand, clearly defined the brand value of the full composition, so that at the same time, the evaluation of brand value of basic methods and brand value in practical operation of the lifting scheme and basic dimensions.
From consumers ' perception is concerned, there are so few latitude, including visibility, awareness, understanding, reputation, preference and loyalty. Which increase the understanding of is my personal point of view, with the traditional view is slightly different. The degree is a description of the stepped up and, above all, know, then it will be possible cognitive, cognitive, would have understood, and will have a brand's reputation, good reputation, so you can let the consumer preferences, the preferences Act continues to maintain that finally will form the brand loyalty. The six dimensions are industry recognized, rear and front of a correlation is not causation, however, such as high-profile and do not necessarily lead to awareness, want consumers to have a genuine understanding of the brand needs enterprise brand connotation and related elements, knowledge more consumer communication. And so on, high awareness does not necessarily mean that there will be the same high degree of understanding, comprehension, refers to the consumer not only know what you're promoting, what facts, findings, and a deep understanding of why you are doing, these facts, findings have kind of deep Foundation, etc. Not being consumers in-depth understanding of the brand, it is very difficult to truly into the minds of consumers of the world, the so-called brand enjoy popular support, referring consumers to understand and identify with the brand's values and its performance, the fact that in the heart of the brand changed mental emotional resonance, the brand became its own inherent inner thought the emotional part of the inner world. No real understanding, there can be no real reputation, will not have any real preference and loyalty. This is the consumer brand of cognitive perspective analysis of brand value.
From the brand itself can play a role on the consumer's perspective, I think that confirm a brand to great value, you must have the following four basic elements, namely the brand core value, brand identity, brand image, brand relationships. Brand first of all you must have the brand core values, and then by the core value of support, and extended by the core values, and core values that match the personification of the brand personality. The so-called personality is relatively unique things like Chivas luxury city leisure temperament. On the basis of the personality, expanding plump, so there is a possible full brand image. The above elements together, integrated continuously on consumers and brands will be formed with consumers or close or distant brand relationships. These four dimensions is also constitute the brand value of the magnetic field of another important aspect. This analysis we are able to clearly grasp the core values--personality--image, these three elements determines the relationship with consumer brands. Brand core values are the foundation of all brand value and there is no precise basis points, the appropriate brand core value proposition, brand personality, image and relationships will lose support and the backing, will become the beautiful flower trellis without a soul, so that the brand essence does not have any real value, or at least value very fuzzy. In this I want to emphasize that the brand core values from? brand core values need to be required from the brand trailer of all product lines common characteristics, characteristics of sublimation refining. Therefore, a product
Brand's core values is a great value concept, but the brand's products occupy the respectively value concepts under one segment, or a small class value concept, broken down a good brand and product line will represent a distinctive loud has enormous appeal of value concepts.Special offer:
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