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 Brand Identification

Brand identity is the second stage of brand building and an important part of brand building. Brand identification refers to the establishment of a unique, recognizable, consistent and malleable brand image for the brand through visual and auditory elements such as brand name, logo, color, font, slogan, etc.

The purpose of brand recognition is to make the brand stand out in the market, let consumers remember in mind, and let the image pass in the communication. The process of brand identification includes the following steps:

Design the brand name and choose a meaningful, distinctive, easy-to-remember, and international brand name for the brand, such as Haier, Lenovo, Huawei, etc.

Design a brand logo to create a symbolic, concise, recognizable and malleable brand logo for the brand, such as Nike's hook logo, Apple's bitten apple logo, Audi's four-ring logo, etc.

Design brand color, choose an emotional, coordinated, differentiated and traditional brand color for the brand, such as Coca-Cola's red, Starbucks's green, IBM's blue, etc.

Design the brand font and choose a brand font with style, clarity, unity and adaptation for the brand, such as Disney's handwriting, Coca-Cola's italic, Google's sans-serif, etc.

Design brand slogans and write a creative, attractive, communicative and lasting brand slogan for the brand, such as Nike's "Just do it", BMW's "The Ultimate Driving Machine", Oreo's "Milk's Favorite Cookie", etc.

Examples of brand identity are:

Coca-Cola's brand identity is a classic example. Its brand name, logo, color, font and slogan are the most well-known and recognized brand elements in the world. Together, they form a strong, consistent and global brand image, conveying the brand meaning of Coca-Cola's happiness, friendship and harmony.

Apple's brand identity is an example of innovation. Its brand name, logo, color, font and slogan are distinctive and varied brand elements. Together, they constitute a unique, concise and modern brand image, conveying the brand meaning of Apple's innovation, quality and personality.

Audi's brand identity is a robust example. Its brand name, logo, color, font and slogan are calm and classic brand elements. Together, they form a high-end, professional and conservative brand image, which conveys the brand meaning of Audi's performance, quality and leadership.

3.3 brand communication

Brand communication is the third stage of brand building and the key link of brand building. Brand communication refers to the transmission of brand information and value to the target market and target consumers through various effective channels and methods, so as to improve brand awareness and reputation, and enhance brand influence and loyalty.

The purpose of brand communication is to let the brand be seen in the market, to impress consumers in their minds, and to spread the image in the spread. The process of brand communication includes the following steps:

Develop brand communication goals, according to the brand's development stage and market demand, determine the purpose and effect of brand communication, such as improving brand awareness, shaping brand image, increasing brand loyalty, etc.

Determine the brand communication strategy, according to the brand positioning and identification, determine the content and form of brand communication, such as brand information, story, slogan, logo, etc.

Choose brand communication channels, according to the brand's target market and target consumers, choose the media and methods of brand communication, such as television, newspapers, the Internet, social media, etc.

Implement brand communication activities, implement brand communication plans and programs, such as advertising, public relations, promotion, sponsorship, etc., according to brand communication goals and strategies.

Evaluate the effectiveness of brand communication, monitor and analyze the process and results of brand communication according to brand communication goals and indicators, such as brand exposure, awareness, attitude, behavior, etc.

Examples of brand communication are:

Nike's brand communication is a successful example. Its brand communication goal is to improve the brand's popularity and reputation, shape the brand's image of sports and passion, and increase brand loyalty and influence. Its brand communication strategy is a brand story with "Just do it" as the core, a brand identity with Nike's hook logo as the core, and a brand spokesperson with athletes and stars as the core.

Its brand communication channels are diversified, including TV, Internet, social media, outdoor advertising and so on. Its brand communication activities are diversified, including advertising, public relations, promotion, sponsorship and so on. Its brand communication effect is remarkable, making Nike one of the most popular and valuable sports brands in the world.

Apple's brand communication is an example of innovation. Its brand communication goal is to improve brand awareness and reputation, shape brand innovation and quality image, and increase brand loyalty and influence. its brand communication strategy is based on the brand information with apple's products as the core, the brand identity with apple's bitten apple logo as the core, and the brand leaders with jobs and cook as the core.

Its brand communication channels are mainly the Internet and social media, as well as television and newspapers. Its brand communication activities are mainly product launches and press conferences, as well as advertising and public relations. Its brand communication effect is excellent, making Apple one of the most popular and valuable technology brands in the world.

Audi's brand communication is a stable example. Its brand communication goal is to improve brand awareness and reputation, shape the image of brand performance and quality, and increase brand loyalty and influence. Its brand communication strategy is based on Audi's four-ring logo as the core brand logo, "The Ultimate Driving Machine" as the core brand slogan, and the car's performance and quality as the core brand information.

Its brand communication channels are mainly television and the Internet, as well as newspapers and magazines. Its brand communication activities are mainly advertising and sponsorship, as well as public relations and promotion. Its brand communication effect is stable, making Audi one of the most popular and valuable automobile brands in the world.

3.4 Brand Experience

Brand experience is the fourth stage of brand building and the core content of brand building. Brand experience refers to the comprehensive response of perception, emotion, cognition and behavior when consumers interact with each touch point of the brand. The purpose of brand experience is to satisfy consumers in use, to make consumers happy in their feelings, and to make consumers nostalgic in their memories. The process of brand experience includes the following steps:

Design brand contact points, according to the brand's communication channels and consumer behavior path, determine the brand and consumer contact points, such as products, packaging, stores, websites, services, etc.

Provide brand experience, according to brand positioning and identification, to provide consumers with brand image and value experience, such as function, quality, beauty, emotion, etc.

Manage brand experience, monitor and evaluate brand experience based on brand goals and feedback, such as satisfaction, loyalty, recommend, etc., and improve and optimize based on the results.

Extend the brand experience, according to the development and innovation of the brand, extend and expand the brand experience, such as new products, new services, new markets, etc., in order to increase the attractiveness and influence of the brand.

Examples of brand experiences are:

Starbucks's brand experience is an excellent example. Its brand touch points are diversified, including coffee, food, storefront, website, membership card, etc. Its brand experience is consistent, reflecting the comfortable, warm and friendly brand image and value of Starbucks.

Its brand experience is of high quality, both offering quality products and services, as well as personalized selection and customization. Its brand experience is continuous, and it keeps in touch and interacts with consumers through membership programs and social media to increase consumer loyalty and word-of-mouth.

Apple's brand experience is an example of innovation. Its brand touch points are simple, including products, packaging, storefront, website, iTunes, etc. Its brand experience is unique and reflects the brand image and value of Apple's innovation, quality and personality.

Its brand experience is of a high level, providing high-performance, high-taste, high-efficiency products and services, as well as ease of use and compatibility. Its brand experience is updated, through product updates and software updates, etc., to keep pace with consumers and lead, in order to increase the trust and respect of consumers.

Audi's brand experience is a solid example. Its brand touch points are professional, including cars, sales, maintenance, websites, clubs, etc. Its brand experience is consistent, reflecting Audi's performance, quality, leading brand image and value.

Its brand experience is of a high standard, providing high-performance, high quality, high-safety cars and services, as well as high efficiency and high satisfaction. Its brand experience is lasting, and it maintains relationships and cooperation with consumers through maintenance and member activities to increase consumer loyalty and influence.

3.5 brand loyalty

Brand loyalty is the fifth stage of brand building and the ultimate goal of brand building. Brand loyalty refers to consumers' long-term, stable, deep and emotional preference and support for the brand, which is manifested in consumers' repeated purchase, recommend and maintenance of the brand. The purpose of brand loyalty is to make consumers become loyal supporters and communicators of the brand, and make the brand become the life partner and trust object of consumers. The process of brand loyalty includes the following steps:

Establish brand awareness, through brand communication and experience, so that consumers have a basic understanding and cognition of the brand, such as brand name, logo, product, function, etc.

Establish brand attitude, through brand communication and experience, let consumers have a positive evaluation and feeling of the brand, such as the quality, image and value of the brand.

Establish brand trust, through brand communication and experience, let consumers have a firm trust and confidence in the brand, such as brand reliability, consistency, integrity, etc.

Establish brand commitment, through brand communication and experience, so that consumers have a lasting commitment and responsibility to the brand, such as brand loyalty, recommend, maintenance and so on.

Examples of brand loyalty are:

Coca-Cola's brand loyalty is a powerful example. Its brand loyalty is very high. Many consumers have deep feelings and preferences for Coca-Cola and even refuse to drink other beverages.

The reason for Coca-Cola's brand loyalty is that its brand communication and experience are very successful, its brand image and value are very attractive, its brand products and services are very satisfied, and its brand activities and social responsibilities are very influential.

Apple's brand loyalty is an example of innovation. Its brand loyalty is very high. Many consumers have strong recognition and support for Apple, and even form an Apple culture and Apple fans.

The reason for Apple's brand loyalty is that its brand communication and experience are very innovative, its brand image and value are very unique, its brand products and services are very high-level, and its brand innovation and leadership are very leading.

Audi's brand loyalty is a stable example. Its brand loyalty is very high. Many consumers have firm trust and respect for Audi, and even form an Audi culture and Audi fans. The reason for Audi's brand loyalty is that its brand communication and experience are very stable, its brand image and value are very professional, its brand products and services are very high standards, and its brand performance and leadership are very excellent.

3.6 brand evaluation

Brand evaluation is the sixth stage of brand building, and it is also the feedback and improvement of brand building. Brand evaluation refers to the quantitative and qualitative analysis and evaluation of the value and effect of the brand through various effective methods and indicators, so as to provide the basis and guidance for the development and innovation of the brand.

The purpose of brand evaluation is to let the brand be measured in the market, let consumers be recognized in the mind, and let the image be optimized in the communication. The process of brand evaluation includes the following steps:

Determine brand evaluation objectives, according to the brand's development stage and market demand, determine the purpose and scope of brand evaluation, such as evaluating brand awareness, reputation, loyalty, etc.

Determine brand evaluation methods, according to the characteristics and conditions of the brand, determine the methods and tools of brand evaluation, such as questionnaires, in-depth interviews, experimental tests, etc.

Determine brand evaluation indicators, according to the brand's goals and strategies, determine the brand evaluation indicators and criteria, such as brand equity, brand equity, brand contribution, etc.

Implement the brand evaluation process, according to the brand evaluation objectives and methods, the implementation of brand evaluation plans and programs, such as collecting data, analyzing data, derivingConclusionWait.

Use the brand evaluation results, according to the brand evaluation index and results, summarize and evaluate the value and effect of the brand, such as finding problems, making suggestions, formulating improvement measures, etc.

Examples of brand evaluation are:

P & G's brand evaluation is a systematic example. Its brand evaluation goal is to evaluate the market performance and brand contribution of P & G's various brands, as well as P & G's overall brand equity and brand equity. Its brand evaluation method is a comprehensive use of market research, financial analysis, consumer behavior and other methods and tools. Its brand evaluation index is a series of indicators and standards with brand equity, brand equity, brand contribution and so on as the core.

Its brand evaluation process is carried out on a regular basis, with an annual evaluation of each brand and an evaluation of the overall brand every three years. Its brand evaluation results are widely used to guide brand management and development, such as adjusting brand strategy and resources, optimizing brand combination and structure, innovating brand products and services, etc.

Google's brand evaluation is an innovative example. Its brand evaluation goal is to evaluate the popularity and influence of Google's brand in the world, as well as the competitiveness and advantages of Google's brand in different markets and fields. Its brand evaluation method is mainly the use of network analysis, social media analysis, search engine analysis and other emerging methods and tools. Its brand evaluation index is a series of indicators and standards with brand awareness, brand influence and brand competitiveness as the core.

Its brand evaluation process is continuous, with real-time monitoring and analysis of brand performance on a daily basis, and monthly summary and prediction of brand trends. Its brand evaluation results are effectively used to guide the innovation and development of the brand, such as improving the visibility and credibility of the brand, expanding the market and field of the brand, and increasing the value and influence of the brand.

Oreo's brand evaluation is an interesting example. Its brand evaluation goal is to evaluate the popularity and loyalty of Oreo's brand in the world, as well as the adaptability and attractiveness of Oreo's brand in different cultures and consumers. Its brand evaluation method is mainly using social media analysis, word-of-mouth analysis, consumer behavior analysis and other interesting methods and tools.

Its brand evaluation index is a series of indicators and standards with brand popularity, brand loyalty and brand adaptability as the core. Its brand evaluation process is continuous, tracking and analyzing the brand's performance on a weekly basis, and summarizing and evaluating the brand's activities on a quarterly basis. The results of its brand evaluation are interesting to use to guide the communication and experience of the brand, such as increasing the interaction and participation of the brand, enriching the content and form of the brand, and enhancing the fun and personality of the brand.