On CIS Strategy of Brand Assets and Corporate Identity System

Going into the mall, it is not difficult to find that many products are loneling on display racks and nobody cares. Among them are not only the former market kings, but also those with outstanding quality and unique features. Although they have names, few consumers can recognize and remember them. The reason for this phenomenon is mainly the lack of awareness of brand promotion.

(a) About the brand

Brand is the bridge between emotional interaction between products and consumers. Do not think that you have a brand with products and trademarks. Do not think that being named "XX brand" has a brand. A brand is not just a product, a trademark, or a formal slogan. It is the carrier of product quality and service commitment. It is the emotional and psychological needs of consumers. Having a product does not mean owning a brand. The product is a specific item produced by the factory that can be imitated by competitors and the brand is unique. Products are easy to be out of date, and successful brands can adapt to the trend and continue to grow. Specifically, the product is specific and consumers can touch and feel it. A product is a combination of physical properties that have a specific function that meets the specific needs of consumers. Brand is the sublimation of the abstract concept, which is the sum of consumers' feelings about the product. It focuses on the consumers' emotions, perceptions, attitudes and behaviors. From the product to the brand is not a simple, inevitable process, there must be a product under each brand; however, each product may not be able to structure a brand. If this product does not have a consistent brand image and does not have a scientific and highly creative brand strategy, it will not be able to establish long-term, close relationships with consumers. Without the support of consumers, the brand loses its foundation for construction. The creative age believes that to become a brand, a product must have three attributes:

(1) The core attribute, that is, the concept of the product, is also a kind of psychological expectation of the consumer.

(2) The entity attribute, that is, the specific use function that the product satisfies the consumer needs, and can guarantee the quality.

(3) Peripheral attributes, ie the form of communication between companies and consumers, such as product packaging and advertising.


In today's global economic integration, the quality of similar products of various companies has become increasingly homogeneous. The difference between products is more reflected in the core attributes and peripheral attributes of products, which is the brand image power. It can be different from the others, making the product rise from a cold object without emotions and thoughts to a brand full of humanity and a sense of life. This is the key to shaping the brand.

The process from product to brand is the process by which consumers use product experience to form brand experience. It is the process of consistent communication of product information over a long period of time. It is the process by which a brand always promotes a personalized image. It is the brand that communicates continuously with consumers and continues. The process of dialogue. If the consumer's understanding of the product, emotions and actions are positive, positive, friendly and willing to approach. The brand may be transformed into an intangible asset that reflects the value of the brand. If consumers' understanding of products, emotions and actions are negative, inconsistent, negative and refusal, the brand faces a very serious crisis, and brand equity is even less relevant. Therefore, companies do not use their own good, brand list, what brand name does not work, or even good quality alone is not useful, only consumers say good. About brand equity

To get the trust, loyalty, and preference of consumers, brands must have "brand assets", and most of our companies lack this exactly.

The so-called “brand equity” is, in a nutshell, the core of the brand and what the brand represents in the minds of consumers. Brand assets are divided into "strategic assets" and "executive assets." "Strategic assets" refers to the products that the brand brings to the consumer's benefit, as well as the personality characteristics of the brand. "Executive assets" refers to the "acquired" features that are given to brands through brand promotion. Such as promotional slogans, brand identity, visual and audio signals.

(II) Brand assets mainly include the following four elements:

(1) Brand awareness, the intensity of consumer memory of the brand. The high-profile brand has the characteristics of accurate positioning, profound memory and complete impression.

(2) Brand respectability refers to the extent to which potential consumers decide to prioritize a brand prior to purchase. Consumers respect the brand,

In addition to the visual influence of brand positioning, memory depth, and impression integrity, it also depends on the degree of customer favor.

(3) Brand satisfaction refers to the degree of satisfaction of consumers after using brand products.

(4) Brand loyalty, the highest level of consumer satisfaction, means that consumers will continue to purchase the same brand after using the product.

To achieve high brand satisfaction and brand loyalty, it is necessary to make the brand positioning accurate, so that the brand produces a profound and complete image in the minds of consumers, and it also requires consumers to create feelings of separation in the product experience. , and sublimate to the ideological realm of value recognition.

In a sense, owning brand equity is more important than owning a product. Having brand equity means having a unique quality that is of special significance to consumers. Only by possessing brand equity can we guarantee more loyalty to consumers and enable brands to exclude competitors from falling prices and new products to go public. Pressure is invincible. Brand assets can bring higher profits to companies, support product extension and take advantage of access. In short, only when the brand has a certain "asset" can the company's profits be able to maintain long-term growth.

(III) How to Build Brand Assets in the Age of Creativity

Although the real power to build a brand is in the hands of consumers, companies can take scientific planning, conceive and operate in any point of contact between brands and consumers, and effectively control all aspects of marketing communications. To fully reflect the brand's core spirit and value. The establishment of brand equity is a long-term and arduous undertaking. It is not enough to rely solely on the ambition of the company. Even well-known foreign companies must rely on foreign brains to seek assistance from planning companies with professional standards. The road to branding in the creative era is a complete operating process that ensures that all activities are faithful to the brand and actively manages the relationship between the brand and the consumer. In the creative era, based on the actual market experience and combined with the actuality of local companies, the company proposed the “Overall Brand Design Strategy” and highlighted the “brand design” ideology. With brand building as the core and brand equity as the goal, brand positioning, brand recognition, and branding were launched. General planning system such as communication. (to be continued)

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