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Interview with the founder of a well-known market research company: the way of brand

2024-07-18 10:04:58 Source: Champu Consulting Visits:0

What is a brand? This question seems simple, but there are different answers. Some people think that the brand is a name or a logo, some people think that the brand is an image or an impression, some people think that the brand is a promise or a value. For the founder of a well-known market research company, brand is a relationship.

"Brand is an emotional connection between enterprises and consumers, and it is a manifestation of trust and loyalty." He said, "A brand is not just a symbol, but a story. A story contains the history, culture, philosophy, products, services, innovation and other aspects of the company. These aspects together constitute the personality and charm of the brand."

He believes that the value of a brand lies in its ability to bring differentiated and advantageous competitiveness to enterprises, and to bring consumers a satisfying and happy experience. "Brand can enhance the popularity, reputation, loyalty and profit margin of enterprises, and reduce the marketing cost and risk of enterprises." He said, "Brands can also enhance consumers' sense of identity, trust, belonging and pride, and can influence consumers' purchasing decisions and behaviors."

So, how to build an influential and competitive brand? He gave the following suggestions:

First, it is necessary to clarify the brand positioning and objectives. Brand positioning refers to the position and role of the brand in the market, and is the advantage and characteristic of the brand compared with its competitors. Brand goal refers to the vision and mission that the brand wants to achieve, and it is the value proposition and commitment that the brand provides to consumers. "To build a successful brand, you must first know what you want to do, what you want to be, and who you want to bring." "We should determine our brand positioning and goals according to our core competitiveness and target market, and maintain consistency and sustainability," he said."

Second, it is necessary to deeply understand the needs and psychology of consumers. Consumer demand refers to the function, performance, quality and other aspects that consumers expect when purchasing a product or service. Consumer psychology refers to the emotion, attitude and motivation of consumers when purchasing products or services. "To build a successful brand, we must think from the perspective of consumers, and use data and insights to reveal what consumers really want and what they want." He said, "We must design and provide products and services that meet consumers' expectations and preferences according to their needs and psychology, and we must continue to innovate and improve."

Third, it is necessary to establish a brand identification and communication system. Brand identity refers to the visual and linguistic expression of the brand, including brand name, logo, slogan, color, font and other elements. Brand communication refers to the transmission of information and influence to consumers through various channels and ways, including advertising, public relations, social media, word-of-mouth and other means. "To build a successful brand, there must be a unique and eye-catching brand identity, and a clear and powerful brand communication." He said, "You must choose the appropriate brand recognition and communication system according to your own brand positioning and goals, and maintain consistency and coherence."

Fourth, build brand loyalty and community. Brand loyalty refers to the degree of consumer's love for the brand and the willingness to repeat purchases, and is the long-term and stable relationship between the brand and the consumer. Brand community refers to a group of consumers who share the same brand values and interests, and is a platform for interaction and communication between brands and consumers. "To build a successful brand, it is necessary to have a loyal and enthusiastic brand loyalty, and an active and influential brand community." He said, "We must meet and exceed the needs and psychology of consumers according to our own products and services, and we must constantly communicate and interact with consumers."

In short, he believes that building a successful brand requires a clear strategy, a deep insight, a unique expression, an effective communication, a stable relationship, and an active community. "These are all tasks that require long-term investment and continuous hard work, and cannot be completed overnight." He said, "But as long as you do these things consistently, you can create a valuable and meaningful brand."

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