1. Concept dimension
Concepts are imaginary and life is real. Many brands advocate the concept of trying to resonate with consumers; for example, Country Garden's "give you a five-star home", IKEA's "provide a wide variety of beautiful and practical products, and people can afford them." The value of these concepts is to instill a better future for consumers.
Brand is to create differentiation
2. Functional dimension
Taking shampoo as an example, there are those that mainly wash the scalp, those that mainly focus on anti-dandruff and anti-itching, those that mainly focus on shampooing and hair care, and those that focus on protecting hair follicles and promoting hair growth; the significance of outstanding functions is that the products can be used for you. What country email list problem to solve, face the conflict and find a solution.
Brand is to create differentiation
3. Experience dimension
You may not remember the taste of Haidilao, but you must remember their considerate service; the car prefers to highlight its braking performance and safety; the latex mattress prefers to give you a deep sleep, for Only through personal experience can you feel the goodness of the product, and it is more suitable to promote its value from the perspective of experience.
Brand is to create differentiation
4. Cultural dimension
Liquor is good at playing the cultural card. It is relatively full of liquor culture with a strong sauce aroma. Jiang Xiaobai has opened a brand new liquor brand from the perspective of youth culture. Culture can be brought over from genes or artificial, such as XX beggars. Chicken, I will say which dynasty it came from, and which emperor ate it, you have no way of knowing.
Not all products are suitable for relying on culture, it is more suitable for simple products, eating and drinking are the most common; at the same time, the shaping of culture requires the ability to make up stories, with a beginning and an end, so that it sounds like that.
5. Social dimension
From the very beginning, Xiaomi gained a place in the mobile phone circle by creating a fan culture. Every link of Xiaomi mobile phones is completed by the fans. Xiaomi's "born for fever" reflects the essence of fan culture. Make a product for consumers that they like; the gene of social brand lies in interaction and communication, rather than unilateral brand output. The value of such a brand depends on the love of fans.
Brand is to create differentiation
03 4P Theory
The strategic positioning of the brand from the famous 4P theory: product, channel, price, promotion, and provide more possibilities for brand building:
1. Products
Appearance, taste, technology, feel, weight, material, comfort, portability, etc., each product has different attributes and parameters. Cars look at fuel consumption per kilometer, comfort and safety; washing machines look at Among them are noise, water consumption, and cleanliness of laundry. If you do enough in certain parameters of products of the same category, you will have a certain core competitiveness, and consumers will easily buy your account.
For example, property is a parameter of real estate, and the quality of Vanke's houses is hard to say, but the property is good enough, and the brand will come out.
2. Channels
Among the products of the same category, my channels are very good, ranging from supermarkets in the community to stalls and stores in supermarkets. The more consumers you reach, the stronger the impression you will give to consumers, and the brand's favorability. It will also improve, which is a bit false.