Definition, value, type and hierarchy of 1. brand

Definition of 1.1 brand

Branding is a broad and complex concept that can be defined in different ways. In general, brands can be understood from three perspectives:

From a product perspective, a brand is a sign used to distinguish different sources and qualities of similar products, such as trademarks, names, logos, etc.

From the perspective of consumers, brand is a kind of impression, which is used to express the cognition, feeling and evaluation of products, such as image, reputation, emotion, etc.

From a business perspective, a brand is an asset that is used to create and maintain a product's market advantage and value, such as loyalty, premium, and influence.

Combining the above three perspectives, this article adopts the definition of the American Marketing Association (American Marketing Association), which considers a brand to be a name, term, symbol, design, or any other characteristic used to identify one party's products or services and distinguish it from the other party's products or services.

1.2 the value of the brand

The value of the brand is mainly reflected in the following aspects:

Brand can improve the recognition and recognition of products, reduce the cost of information search, increase the trust and confidence of consumers, and promote the purchase intention and behavior of consumers.

Brand can enhance the differentiation and uniqueness of products, increase the added value and premium ability of products, so as to improve the profitability and market share of enterprises.

Brand can shape the image and personality of the product, meet the emotional and psychological needs of consumers, thereby enhancing consumer loyalty and word-of-mouth effect.

Brand can reflect the quality and standard of products, lead the innovation and upgrading of products, so as to enhance the competitiveness and influence of enterprises.

Types of 1.3 brands

The types of brands can be divided from different dimensions, and the common ones are as follows:

According to the ownership of the brand, it can be divided into personal brand, enterprise brand, product brand, service brand and so on. Personal brand is a brand marked by personal name, image or expertise, such as Jack Ma, Li Ka-shing, Jobs, etc. Enterprise brand is a brand marked by the name, culture or concept of the enterprise. A product brand is a brand that is marked by the name, function, or feature of a product. A service brand is a brand marked by the name, quality, or effect of a service.

According to the scope of the brand, it can be divided into single brand, family brand, combination brand and so on. A single brand means that a company has only one brand. A family brand refers to a business that has multiple interrelated brands. A combination of brands means that an enterprise has multiple independent brands.

According to the level of the brand, it can be divided into basic brand, extended brand, sub-brand and so on. Base brand refers to the core part of a brand. Brand extension refers to the application of a brand in different product categories or markets. A sub-brand is a different product line or series under a brand.

Levels of 1.4 Brands

The level of the brand refers to the different dimensions and levels of the brand, which usually includes four levels: brand identity, brand meaning, brand response and brand relationship.

Brand logo is the most basic level of the brand, is the external performance of the brand, such as brand name, logo, color, font and so on. The role of a brand's identity is to enable consumers to quickly identify and distinguish brands.

The meaning of the brand is the core level of the brand, is the intrinsic value of the brand, such as the brand's function, quality, image, personality and so on. The role of the meaning of the brand is to enable consumers to deeply understand and identify with the brand.

The reaction of the brand is the emotional level of the brand and the external influence of the brand, such as the brand's cognition, feeling and evaluation. The role of the brand response is to allow consumers to subjectively feel and evaluate the brand.

The relationship between the brand is the social level of the brand, is the internal relationship of the brand, such as the brand's mission, values, social responsibility and so on. The role of the brand relationship is to enable consumers to establish and maintain long-term interaction and cooperation with the brand.

The Goal and Significance of 2. Brand Building

2.1 the goal of brand building

The goal of brand building is to maximize the value of the brand through the planning, design, implementation and management of the brand, so as to enhance the competitiveness and market position of the enterprise. Specifically, the goal of brand building can be divided into the following aspects:

Improve brand awareness and reputation, increase brand exposure and influence, expand brand coverage and audience, thereby enhancing brand market share and leadership.

Enhance the differentiation and uniqueness of the brand, highlight the core advantages and characteristics of the brand, reduce the substitution and comparability of the brand, so as to improve the added value and premium ability of the brand.

Shape the image and personality of the brand, convey the concept and value of the brand, meet the emotional and psychological needs of consumers, so as to enhance the loyalty and word-of-mouth effect of the brand.

Reflect the quality and standards of the brand, lead the innovation and upgrading of the brand, meet the expectations and needs of consumers, so as to enhance the competitiveness and influence of the brand.

The Significance of 2.2 Brand Building

The significance of brand building is mainly reflected in the following aspects:

Brand building is an important means to enhance the core competitiveness of enterprises, which can help enterprises stand out in the fierce market competition, win the favor and recognition of consumers, so as to realize the long-term development and sustainable profitability of enterprises.

Brand building is an effective way to improve the added value of products, which can help enterprises to form differentiated advantages in homogeneous products, improve the price and profit of products, so as to realize the high-quality development and high efficiency of enterprises.

Brand building is an important way to meet the needs of consumers, which can help enterprises grasp the preferences and needs of consumers in the changing market environment, and provide products and services that meet the expectations of consumers, so as to achieve customer satisfaction and loyalty.

Brand building is an important way to undertake social responsibility, which can help enterprises pay attention to social development and progress while pursuing economic benefits, fulfill their social obligations and responsibilities, and realize their social recognition and respect.

The Complete Path of 3. Brand Building

Brand building is a dynamic process, which needs to adopt different strategies and methods according to the development stage of the brand and the market environment to maximize the value of the brand. According to the life cycle of brand, this paper puts forward the complete path of brand construction, including brand positioning, brand recognition, brand communication, brand experience, brand loyalty and brand evaluation.

3.1 brand positioning

Brand positioning is the first stage of brand building, but also the basis and premise of brand building. Brand positioning refers to determining a unique, attractive, differentiated, credible and sustainable position for the brand in the minds of the market and consumers. The purpose of brand positioning is to give the brand an advantage in the competition, let consumers prefer in the choice, and let the market recognize in the cognition. The process of brand positioning includes the following steps:

Analyze the market environment, understand the size, structure, trends, opportunities and threats of the market, and determine the target market and target consumers of the brand.

Analyze competitors, understand their brands, products, prices, channels, promotions, etc., and determine the competitive advantages and strategies of the brand.

Analyze consumer needs, understand consumer needs, preferences, motivations, attitudes, behaviors, etc., and determine the value proposition and value proposition of the brand.

Determine the brand positioning, comprehensive analysis of the above, for the brand to develop a clear, concise and persuasive brand positioning statement, express the core concept and commitment of the brand.

Examples of brand positioning are:

BMW's brand positioning is "driving pleasure", which expresses that BMW's product advantage is to provide high-performance, high quality, and high-safety driving experience, and BMW's brand philosophy is the spirit of pursuing excellence, innovation and leadership.

The brand positioning of luxury goods is "luxury", which expresses that the product advantage of luxury goods is to provide high-end, noble and high-taste products and services, and the brand concept of luxury goods is to pursue a noble, unique and individual lifestyle.

Coca-Cola's brand positioning is "happy", which expresses that Coca-Cola's product advantage is to provide refreshing, sweet, and thirst-quenching beverages, and Coca-Cola's brand philosophy is to spread the values of happiness, friendship and harmony.

3.2 品牌识别

品牌识别是品牌建设的第二个阶段，也是品牌建设的重要组成部分。品牌识别是指通过品牌的名称、标志、色彩、字体、口号等视觉和听觉的元素，为品牌建立一个独特的、有辨识度的、有一致性的、有延展性的品牌形象。

品牌识别的目的是让品牌在市场中脱颖而出，让消费者在心智中记住，让形象在传播中传递。品牌识别的过程包括以下几个步骤：

设计品牌名称，为品牌选择一个有意义的、有特色的、有易记的、有国际化的品牌名称，如海尔、联想、华为等。

设计品牌标志，为品牌创建一个有象征性的、有简洁性的、有识别性的、有延展性的品牌标志，如耐克的勾形标志、苹果的 bitten apple logo、奥迪的四环标志等。

设计品牌色彩，为品牌选择一个有情感的、有协调的、有区分的、有传统的品牌色彩，如可口可乐的红色、星巴克的绿色、IBM的蓝色等。

设计品牌字体，为品牌选用一个有风格的、有清晰的、有统一的、有适应的品牌字体，如迪士尼的手写体、可口可乐的斜体、谷歌的无衬线体等。

设计品牌口号，为品牌编写一个有创意的、有吸引力的、有传播力的、有持久力的品牌口号，如耐克的“Just do it”，宝马的“The Ultimate Driving Machine”，奥利奥的“Milk’s Favorite Cookie”等。

品牌识别的例子有：

可口可乐的品牌识别是一个经典的例子，它的品牌名称、标志、色彩、字体和口号都是世界上最为知名和识别的品牌元素，它们共同构成了一个强大的、一致的、全球化的品牌形象，传达了可口可乐的快乐、友谊和和谐的品牌含义。

苹果的品牌识别是一个创新的例子，它的品牌名称、标志、色彩、字体和口号都是与众不同和富有变化的品牌元素，它们共同构成了一个独特的、简洁的、现代化的品牌形象，传达了苹果的创新、品质和个性的品牌含义。

奥迪的品牌识别是一个稳健的例子，它的品牌名称、标志、色彩、字体和口号都是沉稳和经典的品牌元素，它们共同构成了一个高端的、专业的、保守的品牌形象，传达了奥迪的性能、品质和领导的品牌含义。

3.3 品牌传播

品牌传播是品牌建设的第三个阶段，也是品牌建设的关键环节。品牌传播是指通过各种有效的渠道和方式，将品牌的信息和价值传递给目标市场和目标消费者，从而提高品牌的知名度和美誉度，增强品牌的影响力和忠诚度。

品牌传播的目的是让品牌在市场中被看见，让消费者在心智中印象深刻，让形象在传播中扩散。品牌传播的过程包括以下几个步骤：

制定品牌传播目标，根据品牌的发展阶段和市场需求，确定品牌传播的目的和效果，如提高品牌知名度、塑造品牌形象、增加品牌忠诚度等。

确定品牌传播策略，根据品牌的定位和识别，确定品牌传播的内容和形式，如品牌的信息、故事、口号、标志等。

选择品牌传播渠道，根据品牌的目标市场和目标消费者，选择品牌传播的媒介和方式，如电视、报纸、网络、社交媒体等。

实施品牌传播活动，根据品牌的传播目标和策略，执行品牌传播的计划和方案，如广告、公关、促销、赞助等。

评估品牌传播效果，根据品牌的传播目标和指标，监测和分析品牌传播的过程和结果，如品牌的曝光度、认知度、态度、行为等。

品牌传播的例子有：

耐克的品牌传播是一个成功的例子，它的品牌传播目标是提高品牌的知名度和美誉度，塑造品牌的运动和激情的形象，增加品牌的忠诚度和影响力。它的品牌传播策略是以“Just do it”为核心的品牌故事，以耐克的勾形标志为核心的品牌标识，以运动员和明星为核心的品牌代言人。

它的品牌传播渠道是多元化的，包括电视、网络、社交媒体、户外广告等。它的品牌传播活动是多样化的，包括广告、公关、促销、赞助等。它的品牌传播效果是显著的，使耐克成为了世界上最受欢迎和最有价值的运动品牌之一。

苹果的品牌传播是一个创新的例子，它的品牌传播目标是提高品牌的知名度和美誉度，塑造品牌的创新和品质的形象，增加品牌的忠诚度和影响力。它的品牌传播策略是以苹果的产品为核心的品牌信息，以苹果的 bitten apple logo 为核心的品牌标识，以乔布斯和库克为核心的品牌领导人。

它的品牌传播渠道是主要是网络和社交媒体，以及电视和报纸等。它的品牌传播活动是主要是产品发布会和新闻发布会，以及广告和公关等。它的品牌传播效果是卓越的，使苹果成为了世界上最受欢迎和最有价值的科技品牌之一。

奥迪的品牌传播是一个稳健的例子，它的品牌传播目标是提高品牌的知名度和美誉度，塑造品牌的性能和品质的形象，增加品牌的忠诚度和影响力。它的品牌传播策略是以奥迪的四环标志为核心的品牌标识，以“The Ultimate Driving Machine”为核心的品牌口号，以汽车的性能和品质为核心的品牌信息。

它的品牌传播渠道是主要是电视和网络，以及报纸和杂志等。它的品牌传播活动是主要是广告和赞助，以及公关和促销等。它的品牌传播效果是稳定的，使奥迪成为了世界上最受欢迎和最有价值的汽车品牌之一。

3.4 品牌体验

品牌体验是品牌建设的第四个阶段，也是品牌建设的核心内容。品牌体验是指消费者在与品牌的各个接触点进行互动时，所产生的感知、情感、认知和行为的综合反应。品牌体验的目的是让消费者在使用中满意，让消费者在感受中快乐，让消费者在回忆中留恋。品牌体验的过程包括以下几个步骤：

设计品牌接触点，根据品牌的传播渠道和消费者的行为路径，确定品牌与消费者的各个接触点，如产品、包装、店面、网站、服务等。

提供品牌体验，根据品牌的定位和识别，为消费者提供符合品牌形象和价值的体验，如功能、品质、美感、情感等。

管理品牌体验，根据品牌的目标和反馈，对品牌体验进行监测和评估，如满意度、忠诚度、推荐度等，并根据结果进行改进和优化。

延展品牌体验，根据品牌的发展和创新，对品牌体验进行延伸和拓展，如新产品、新服务、新市场等，以增加品牌的吸引力和影响力。

品牌体验的例子有：

星巴克的品牌体验是一个优秀的例子，它的品牌接触点是多元化的，包括咖啡、食品、店面、网站、会员卡等。它的品牌体验是一致的，都体现了星巴克的舒适、温馨、友好的品牌形象和价值。

它的品牌体验是高质量的，都提供了优质的产品和服务，以及个性化的选择和定制。它的品牌体验是持续的，都通过会员计划和社交媒体等方式，与消费者保持联系和互动，以增加消费者的忠诚度和口碑。

苹果的品牌体验是一个创新的例子，它的品牌接触点是简洁的，包括产品、包装、店面、网站、iTunes等。它的品牌体验是独特的，都体现了苹果的创新、品质、个性的品牌形象和价值。

它的品牌体验是高水平的，都提供了高性能、高品味、高效率的产品和服务，以及易用性和兼容性的特点。它的品牌体验是更新的，都通过产品更新和软件更新等方式，与消费者保持同步和领先，以增加消费者的信任和尊敬。

奥迪的品牌体验是一个稳健的例子，它的品牌接触点是专业的，包括汽车、销售、维修、网站、俱乐部等。它的品牌体验是一致的，都体现了奥迪的性能、品质、领导的品牌形象和价值。

它的品牌体验是高标准的，都提供了高性能、高品质、高安全的汽车和服务，以及高效率和高满意度的保障。它的品牌体验是持久的，都通过维修保养和会员活动等方式，与消费者保持关系和合作，以增加消费者的忠诚度和影响力。

3.5 品牌忠诚

品牌忠诚是品牌建设的第五个阶段，也是品牌建设的最终目标。品牌忠诚是指消费者对品牌的长期的、稳定的、深厚的、有情感的偏好和支持，表现为消费者对品牌的重复购买、推荐和维护等行为。品牌忠诚的目的是让消费者成为品牌的忠实拥护者和传播者，让品牌成为消费者的生活伙伴和信赖对象。品牌忠诚的过程包括以下几个步骤：

建立品牌认知，通过品牌的传播和体验，让消费者对品牌有一个基本的了解和认知，如品牌的名称、标志、产品、功能等。

建立品牌态度，通过品牌的传播和体验，让消费者对品牌有一个积极的评价和感受，如品牌的品质、形象、价值等。

建立品牌信任，通过品牌的传播和体验，让消费者对品牌有一个坚定的信任和信心，如品牌的可靠性、一致性、诚信性等。

建立品牌承诺，通过品牌的传播和体验，让消费者对品牌有一个持久的承诺和责任，如品牌的忠诚度、推荐度、维护度等。

品牌忠诚的例子有：

可口可乐的品牌忠诚是一个强大的例子，它的品牌忠诚程度是非常高的，许多消费者对可口可乐有着深厚的感情和偏好，甚至拒绝喝其他的饮料。

可口可乐的品牌忠诚的原因是它的品牌传播和体验都非常成功，它的品牌形象和价值都非常吸引人，它的品牌产品和服务都非常满意，它的品牌活动和社会责任都非常有影响力。

苹果的品牌忠诚是一个创新的例子，它的品牌忠诚程度是非常高的，许多消费者对苹果有着强烈的认同和支持，甚至形成了一种苹果文化和苹果粉丝。

苹果的品牌忠诚的原因是它的品牌传播和体验都非常创新，它的品牌形象和价值都非常独特，它的品牌产品和服务都非常高水平，它的品牌创新和领导都非常领先。

奥迪的品牌忠诚是一个稳健的例子，它的品牌忠诚程度是非常高的，许多消费者对奥迪有着坚定的信任和尊敬，甚至形成了一种奥迪文化和奥迪粉丝。奥迪的品牌忠诚的原因是它的品牌传播和体验都非常稳健，它的品牌形象和价值都非常专业，它的品牌产品和服务都非常高标准，它的品牌性能和领导都非常卓越。

3.6 品牌评价

品牌评价是品牌建设的第六个阶段，也是品牌建设的反馈和改进的环节。品牌评价是指通过各种有效的方法和指标，对品牌的价值和效果进行量化和定性的分析和评估，从而为品牌的发展和创新提供依据和指导。

品牌评价的目的是让品牌在市场中被衡量，让消费者在心智中被认可，让形象在传播中被优化。品牌评价的过程包括以下几个步骤：

确定品牌评价目标，根据品牌的发展阶段和市场需求，确定品牌评价的目的和范围，如评价品牌的知名度、美誉度、忠诚度等。

确定品牌评价方法，根据品牌的特点和条件，确定品牌评价的方法和工具，如调查问卷、深度访谈、实验测试等。

确定品牌评价指标，根据品牌的目标和策略，确定品牌评价的指标和标准，如品牌资产、品牌权益、品牌贡献等。

实施品牌评价过程，根据品牌的评价目标和方法，执行品牌评价的计划和方案，如收集数据、分析数据、得出ConclusionWait.

利用品牌评价结果，根据品牌的评价指标和结果，对品牌的价值和效果进行总结和评估，如发现问题、提出建议、制定改进措施等。

品牌评价的例子有：

宝洁的品牌评价是一个系统的例子，它的品牌评价目标是评价宝洁的各个品牌的市场表现和品牌贡献，以及宝洁的整体品牌资产和品牌权益。它的品牌评价方法是综合运用市场调查、财务分析、消费者行为等多种方法和工具。它的品牌评价指标是以品牌资产、品牌权益、品牌贡献等为核心的一系列指标和标准。

它的品牌评价过程是定期进行的，每年对各个品牌进行一次评价，每三年对整体品牌进行一次评价。它的品牌评价结果是广泛利用的，用来指导品牌的管理和发展，如调整品牌的策略和资源，优化品牌的组合和结构，创新品牌的产品和服务等。

谷歌的品牌评价是一个创新的例子，它的品牌评价目标是评价谷歌的品牌在全球的知名度和影响力，以及谷歌的品牌在不同的市场和领域的竞争力和优势。它的品牌评价方法是主要运用网络分析、社交媒体分析、搜索引擎分析等新兴的方法和工具。它的品牌评价指标是以品牌知名度、品牌影响力、品牌竞争力等为核心的一系列指标和标准。

它的品牌评价过程是持续进行的，每天对品牌的表现进行实时监测和分析，每月对品牌的趋势进行总结和预测。它的品牌评价结果是有效利用的，用来指导品牌的创新和发展，如提高品牌的可见度和可信度，拓展品牌的市场和领域，增加品牌的价值和影响力等。

奥利奥的品牌评价是一个有趣的例子，它的品牌评价目标是评价奥利奥的品牌在全球的受欢迎程度和忠诚度，以及奥利奥的品牌在不同的文化和消费者中的适应性和吸引力。它的品牌评价方法是主要运用社交媒体分析、口碑分析、消费者行为分析等有趣的方法和工具。

它的品牌评价指标是以品牌受欢迎度、品牌忠诚度、品牌适应性等为核心的一系列指标和标准。它的品牌评价过程是不断进行的，每周对品牌的表现进行跟踪和分析，每季对品牌的活动进行总结和评估。它的品牌评价结果是有趣利用的，用来指导品牌的传播和体验，如增加品牌的互动和参与，丰富品牌的内容和形式，提升品牌的乐趣和个性等。