A good brand is to create prejudice, and a good business is to create addiction - this is a sentence shared by a senior P&G in the first issue of the just-concluded "HBG System Brand Private Lesson" (President's Class). After listening to this sentence, founders from different industries agree that indeed, no one has ever been able to express the essence of a brand telemarketing list and business in such a refined way.
1. To build brand power, what exactly are you building?
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 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 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.
2. What are the good brand standards for different categories?
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 own brand is in line with this good or bad category. Standard example.
Only when you figure out how to define a good or bad category can you 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.
3. But at the end of the day, a good brand is about creating bias
A very classic market research case happened more than 20 years ago: At that time, there were many domestic brands intending to challenge the market position of Coca-Cola in China. One of them was Fenhuang Cola, which was reportedly based on the taste of Coca-Cola. More suitable for Chinese tastes. At that time, the company took Coca-Cola and its own Coke for blind testing in front of consumers (do not know which brand is which), and as a result, most consumers chose Fenhuang Coke. But a strange situation happened. When the label of the blind test was removed, the logo of each brand was revealed, and consumers immediately changed their choice, thinking that Coca-Cola was the best flavor and the most authentic Coke flavor.
The British BBC once had a documentary on the secrets behind the super brand, and once did a similar blind consumer test. At that time, the host held several identical clothes to cover the brand logo for consumers to choose. The choice of consumers was actually varied, but when the host revealed the logo, all consumers unanimously chose the famous brand Nike at that time.
These two cases are actually very classic cases of brand prejudice. When consumers buy a brand and make a purchase choice, it is not only based on the performance of the product itself, but more on the brand. A good brand can be created in the minds of consumers. Prejudice, so that consumers can stand on their own side.