Many colleagues may have heard that brands are a natural result for consumers to choose, but there is no uniform standard for what is called a good Fax List brand. We often talk about building brand power, what exactly are we building? First of all, according to HBG's big penetration brand growth theory, a good brand first has a very clear brand uniqueness asset. So that it is convenient for customers to distinguish and remember their own brand, which is the most basic premise of building a good brand.
Secondly, on the basis of creating a clear brand uniqueness asset, a good brand must have a good brand value, so that the brand can have higher added value, customers are willing to pay higher prices, and it is more conducive to the brand long-term Fax List growth. For example, the unique assets of OLAY and SKII are relatively clear and easy to identify, but the sense of brand value they convey to customers is different. It is also necessary to distinguish the good brand standards of different categories-in the categories that already have mature brands, the standard of a good brand is to have a clearer unique asset and superior brand value than others , so that it can be in the mind of customers. which occupies a higher mental salience.
However, in some non-standard categories without mature brands, the first step for a good brand is to establish industry standards, so that customers can understand that there is a unified standard for good and bad in this category, and their Fax List own brand is in line with this good or bad category. Standard example. Only by thinking clearly about how to define the good or bad of the category can we go to the next step of the brand, that is, the construction of unique assets and brand value. For example, brands such as small pots of tea and Weilong spicy strips are actually the first to establish industry standards in non-standard categories.