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Brand image refers to the personality characteristics of an enterprise or one of its brands in the market and in the hearts of the public, which reflects the public, especially consumers' evaluation of the brand
cognize
. The brand image is inseparable from the brand. The image is the characteristic of the brand and reflects the strength and essence of the brand. Brand image includes product name, packaging, pattern advertising design, etc. Image is the foundation of brand, so enterprises must attach great importance to shaping brand image.
Brand image is a collection of all the associations consumers have for the brand, which reflects the image of the brand in consumers' memory. The formation of brand association is the result of both marketing activities and non-marketing activities. Consumer associations with brands can be acquired through both enterprise-controlled channels and non-enterprise-controlled channels.
[1]
- Chinese name
- Brand image
- Foreign name
- brand image
Brand image is the interaction between the subject and the object. The subject perceives the object in a certain perceptual way under a certain perceptual situation. From the point of view of psychology, image is a kind of psychological schema produced by people to reflect the object. In his book The Image, Kenneth Boulding argues that a symbolic image "is a rough summary or sign of an intricate set of rules and structures."
Brand image can be examined in a quantitative way. Often measured
Brand image power
There are two indicators:
But we think this is not enough, brand image should also include brand reflection, brand attention,
Brand recognition
Brand reputation, brand communication,
Brand loyalty
And brand following.
Brand awareness
Brand awareness refers to the degree to which a brand is known by the public and is a quantitative index to evaluate the brand image. Visibility can be investigated from three different perspectives, namely: public visibility, industry visibility,
Target audience
Name recognition.
The so-called public awareness of the brand refers to the awareness rate of the brand in the whole society.
The so-called industry awareness is the awareness rate of the brand in the relevant industry or
influence
.
The so-called target audience awareness refers to the influence of a brand among target customers.
Brand reputation
Brand reputation refers to the degree to which a brand obtains public trust, support and approval. The investigation of reputation can also be studied from three aspects: public reputation, industry reputation and target audience reputation. Brand reputation reflects the quality of a brand's influence on society.
Brand reflection
Brand reflection refers to the degree to which a brand arouses public perception. The main table is people's instant reflection of a brand.
Brand attention
Brand awareness refers to the brand that attracts public attention
ability
It mainly refers to the degree of visibility of the brand when engaging with the public.
Brand recognition
Brand awareness refers to the degree to which the brand is recognized and reproduced by the public, in a sense
Brand characteristics
The degree to which functions are understood by consumers.
Brand beauty
Brand beauty refers to the brand from
vision
The psychological impact on people can give people the enjoyment of beauty.
Brand communication degree
Brand communication
It refers to the penetration of brand communication, mainly discussing the influence of brand communication.
Brand loyalty
Brand loyalty mainly refers to the degree of public choice in the use of brand products.
Brand followership
Brand followership mainly refers to whether the brand users can follow the brand with the brand changes, which is a further requirement than brand loyalty.
The evaluation of brand image often uses the method of market research to achieve, in the actual work can not be nine complete, should choose more than a few indicators for comprehensive evaluation.
1. Win on quality
That is, the quality of brand products or services is the efficiency of meeting people's needs, which is the core of the brand. Cornerstone lifeline is also one of the pillars of the brand's longevity and popularity. In order to forge a brand and create a famous brand, we must first have high standards in the design and deeply understand the market demand; Secondly, on the road of brand growth, constantly innovate and maintain quality; Finally, we should use science and technology, improve service, promote quality leap, and achieve further improvement of the brand. Brand forging ninety percent depends on doing well, ten percent depends on quality. For example, the traditional old brand, in its start-up, there is no modern means of publicity, more rely on interpersonal communication, and interpersonal communication should be directly based on personal consumption feelings of products or services as the premise, good product or service quality, coupled with good consumer feelings in order to form a good reputation. Old brands are almost all quality win, won a good reputation of consumers, through interpersonal communication to fame, modern brand to stand for a long time. To become a real famous brand, it is also based on quality, and cannot be separated from the inspection of consumers, and can not be separated from high-quality texture.
2. Win with service
Today, with the increasingly fierce market competition, service has become another core of enterprise competition and an important strategy of the whole brand strategy. Become the focus of market competition. Service is an important part of brand strategy, good service awareness can win more customers for enterprises, win a good reputation, but also more enhance the market competitiveness of enterprises. The competition between many enterprises has not only stayed at the product level, the service of enterprises is also increasingly occupying an important position, so, to create a good brand, service is also very important.
3. Win with advertising
Here said to win with advertising, not only refers to who spends more advertising costs, but also includes the use of advertising methods, and ultimately depends on the effectiveness of advertising. Enterprises with sufficient funds mainly choose TV ads or print ads and other advertising models that cost more and are more effective. This advertising model is obviously not suitable for small and medium-sized enterprises that are relatively short of funds and lack experience in building brands.
Small and medium-sized enterprises prefer low cost, quick effect and more convenient to operate online advertising, that is, we often say network promotion. There are also a variety of network promotion models, and some enterprises choose to do
Baidu bidding
This method is fast, but the cost is also relatively high, although it is much lower than TV advertising. Another is to publish information on the Internet or the promotion of the website as the core, the release of information is mainly in the form of business platforms, corporate blogs or mass emails, and the premise of the promotion of the website as the core is to improve the ranking of the website in the major search engines. To achieve these promotion although the cost is relatively low, but need more manpower and longer time to operate. Many companies have chosen to use marketing software to assist in their operations. Several mainstream marketing software on the market have been affected by small and medium-sized enterprises
favor
.
Point 1: Thematic promotion
Based on the promotion of products, due to less consideration of the cluster effect between the promotion of individual products, the choice of products is often more messy, the lack of clear and consistent product image design. To this end, in the promotion of the brand, we must first draw the existing product distribution map in order to find the basic value proposition hidden behind the product, and use it to dominate the basic promotion theme and auxiliary promotion theme. In the actual promotion work, we can consciously and systematically choose the products that are most in line with the theme for promotion, prevent the disorganized phenomenon in the usual product promotion, achieve the concentration of the product promotion theme, and improve the deferred effect of promotion investment. In the field of traditional Chinese medicine, which is rich in traditional resources, Guilin Day selected the field of external paste, and promoted it with the theme of traditional Chinese medicine modernization and the way of selling traditional Chinese medicine in the west, and soon stood out and established its own relative competitive advantage in this subdivision.
Point 2: Stylized promotion
In the continuous upgrading of products, in the continuous transformation of demand and fashion, product style is also constantly changing. Product promotion often focuses on the effect of trademark design of a single product, without considering the consistency of style between all products, but the result is that consumers need to be informed from the beginning every time a new product is launched. Unable to take advantage of the previous product effect. When carrying out the branding promotion operation, it is necessary to carry out a lot of preparatory work on the construction of the product identity system, and integrate the common brand value in the appearance design of different products, so that consumers can feel its positioning and value, and improve consumer loyalty. Widely received
Graphic designer
The highly respected Apple computer has formed a clear and unique Apple style through effective design positioning, design language and human-machine interface operations, and through elements such as modeling, color, texture and operating system design, establishing and maintaining a large number of "Apple fans".
Point 3: advantage promotion
Many manufacturers of product resources are unusually rich, some of which have good product phase, with the potential to grow into star products, but because manufacturers are constrained by the current income, often regardless of size, equal treatment, the limited resources will be evenly distributed, ultimately resulting in a mixed product structure, product role blurred, even after years of product promotion, It also failed to develop a competitive product portfolio. The promotion of branding abandons the original allocation of resources mode, adopts the strategy of distinguishing the primary and secondary, constructing echelons, highlighting the main, and shaping stars, which not only makes the distribution of profit contribution points more balanced, but also improves the market influence of the entire brand, thus improving the resource integration ability and market competitiveness of the entire enterprise. In the field of health care products, the product resources and enterprise strength of different manufacturers are almost the same at the beginning.
Mrs. Oral liquid
However, it can not fall for ten years, which is closely related to its abandonment of decentralized product promotion and concentration of resources to adhere to the advantageous promotion strategy.
Point 4: Fashion promotion
No matter what
Fast moving consumer goods
Or high-tech products, its market demand is constantly changing with The Times, maintaining a bright fashion consumption color. Although the lack of brand awareness of product promotion will also deliberately use some fashionable language in the promotion operation to express themselves, but they are mostly free from the value of the product, it is difficult to really touch the heartstrings of consumers. When the product promotion is converted to brand promotion, the possibility of fashion will be conceived from the basic value of the brand, and the external fashion label will be prevented, so as to obtain the respect and support of consumers. In the emerging juice beverage market, when more new entrants to the Unity Orange big imitation show,
Coca-Cola
It has launched a cartoonish "queer", which has won the love of urban new humans with its vivid and jumping fashion colors.
Point 5: Sustainable promotion
Every particular product has its own specific
Product life cycle
The short life of the product shortens the income period of the product promotion, the space for continuous promotion is narrow, and the possibility of obtaining deferred income almost no longer exists. Through the transformation of product promotion to product brand promotion, the life cycle can be effectively extended through continuous promotion, delaying the aging of products, and even through product improvement and brand reengineering to get rid of the restrictions of product life cycle, and obtain continuous benefits in flexible response to market demand. In the process of product branding if attention
Enterprise brand
The accumulation of assets can in turn provide a strong and rich endorsement for new products, reduce the barriers to market entry of new products, and support the rapid growth of new product brands. In the field of central air conditioning, Broad Company has insisted on investment over the years, enhancing its reputation through mass promotion, establishing its reputation through professional promotion, and establishing rich brand equity in the Chinese mainland market.
At the beginning, people's understanding of brand image is basically focusing on various factors that affect brand image, such as brand attributes, name, packaging, price, reputation and so on. Design motor believes that brand image is a collection of images and concepts that exist in people's psychology about the various elements of the brand, mainly
Brand knowledge
And people's main attitudes towards the brand. The definition of brand image of design motor is analyzed from the perspective of psychology.
From the perspective of brand strategy, Ronoz and Gantman put forward that "brand image is a collection of associations with the meaning of differentiation of a product or service in competition". They also listed strategic approaches to brand image operation: product perception, emotion or impression, trust, attitude, image personality, etc.
Sze proposed that the brand should have a personality image like a person, and this personality image is not determined by the substantive content of the brand product alone, but should also include some other content... At this point, the understanding of brand image has entered the level of brand personality.
Parker
They put forward that "brand image comes from marketers' concept of brand management, and brand image is a method of brand management". They believe that any product or service can, in theory, be represented by functional, symbolic, or empirical elements.
In 1991, Jak linked brand image to the assets and liabilities of the brand, and he believed that through symbols, names can be added or subtracted.
Brand image is a comprehensive concept that marketing activities are eager to establish. Influenced by the subjective feelings, perception ways and prospects of image perception subjects, brand image is an associative collection formed psychologically. Brand image is an asset and brand image should have a unique personality.
The original meaning of brand image is the psychological experience of consumers to the brand, which is created by the brand temperament identification, brand temperament is a psychological feeling and aesthetic experience generated by consumers after hearing the brand, brand temperament can also be called brand character, brand card. However, most brand literature defines this psychological experience of consumers as brand personality, and it is this brand personality that constitutes a unique brand image.
The most important factor that causes brand image building is people's association with the brand, or the mention of the brand name consumers will think of something. This association connects the brand image with many things and drives the establishment and development of the image.
The image of the product or service itself
The functionality of the product or service itself is the content basis of the brand image, the image of the product or service from the hard image of price, speed, function, durability, comfort, application, etc., from the soft performance may be a sense of youth, elegance, decency, cherish, bold, noble, charm and so on.
The image of the product or service provider is also an important factor driving the brand image. As the old saying goes: strict teacher out of the top, the door out of the tiger, people often evaluate the brand image according to this concept. The hard indicators of the image of the provider are scientific and technological ability, enterprise scale, asset status, service status, personnel quality and so on. In the process of establishing brand image, marketers often make use of the existing image of the enterprise itself, such as
Wuliangye Group
When launching a new brand of wine, the slogan used is "famous door", hoping to use the beautiful image of "Wuliangye" to drive the establishment of the new brand image.
Tangible elements of brand image include products and their packaging, production and business environment, production and business performance, social contribution,
Employee image
Let's wait.
Product image
It is the representative of brand image, the material basis of brand image, and the most important tangible image of brand. The brand image is mainly expressed through the product image. Product image includes product quality, performance, shape, price, variety, specifications, style, color, grade, packaging design and service level, product innovation ability. The quality of product image directly affects the quality of brand image. A good product can make the majority of consumers have to buy, a poor product can only make consumers look and hate. Only by providing the society with high quality, excellent performance, beautiful products and high-quality services to create a good product image, in order to be recognized by the society, in an invincible position in the competition.
The environmental image mainly refers to the brand's production environment, sales environment, office environment and various ancillary facilities of the brand. The cleanliness and greening of the brand factory environment, the scale and decoration of production and business sites, and the technical level of production and management equipment all reflect the economic strength and management level of the brand
Spiritual outlook
It is an important window for the brand to show itself to the public. In particular, the design, shape, layout, color and various decorations of the sales environment can be displayed
Brand culture
And the personality of the brand image, for strengthening the brand awareness and trust, improve
Marketing efficiency
There are more immediate effects.
Performance image refers to the operating scale and profit level of the brand, which is mainly composed of product sales (business volume), profit rate of funds and return on assets. It reflects
Brand management
The strength of the ability and the level of profitability are the direct performance of the production and operation of the brand, and also the fundamental place for the brand to pursue a good brand image. In general, a good brand image, especially a good product image, will always bring a good performance image to the brand. A good performance image always increases investor and consumer confidence in the brand and its products.
Social image refers to the brand through non-profit and public relations social behavior to build a good brand image, in order to win social recognition and favor. Including: abide by the law, honest business, safeguard the legitimate rights and interests of consumers; Protect the environment and promote ecological balance; Care about the prosperity and development of the community, and make their own contributions; Pay attention to social welfare undertakings, promote the construction of social spiritual civilization and so on.
Brand employees are the main body of brand production, operation and management activities, and the direct shaper of brand image. Employee image refers to the overall image of brand employees, which includes
administrator
Image and employee image. Management image refers to the impression left by the brand management collective, especially the brand's knowledge, ability, courage, quality, style and business performance on the brand's employees, brand peers and the public. The brand is the representative of the brand, the quality of its image directly affects the image of the brand, therefore, many brands today attach great importance to the image of the brand. Employee image refers to the service attitude of all employees of the brand.
Professional ethics
The overall image of the outside world, such as the code of conduct, spiritual style, cultural level, working skills, internal quality and appearance. Brand is a collection of employees, therefore, the words and deeds of employees will affect the image of the brand. A good manager image can enhance the centripetal force of the brand and the public's trust in the brand; A good employee image can enhance the cohesion and competitiveness of the brand and lay a solid foundation for the long-term stable development of the brand. Therefore, many brands attach great importance to the image of employees in the process of creating a good image.
Brand association is an important way for consumers to establish brand image. Kohler believes that brand association is formed by the long-term contact between customers and brands. They reflect customers' cognition, attitude and emotion towards brands, and also predict the future behavior tendency of customers or potential customers. Brand association reflects the brand image on the whole and determines the brand's status in the minds of consumers. Therefore, through the analysis of the content of brand association, we can have a more detailed understanding of the process of consumer brand image, which is of great value to guide us how to establish a successful brand image.
Typically, consumers' associations with a brand include such things as: company image,
User image
Product or service image, expectations of the product or service, own previous experience of use or the experience of others, events, etc. It is worth noting that according to different products and industries, consumers' emphasis on brand association is different, and because of the differences in individual consumer needs, consumers' attention to these content is also different.
1. Corporate image
Since the history of market economy development in China is not very long, consumers' understanding of the brand is not deep enough, and some even confuse the company name, trademark, "brand" and product category names. In the previous planned economy period, most of the product brands produced by enterprises were named after the enterprise name, which cultivated the habit of consumers only recognizing the manufacturer and not recognizing the brand when buying goods. This is an important reason why Chinese consumers pay special attention to corporate image. Of course, a good corporate image is more conducive to establishing a successful brand image in the minds of consumers. Consumers are more inclined to buy the products of well-known enterprises with strong financial strength, large scale and strong technical capability, which can reduce the purchase cost and purchase risk of consumers and maximize the benefits.
2. User image
When consumers consume the purchased products and services, they pay attention not only to the quality of the products or services themselves, but also to other consumers who consume the same products, such as age, gender, occupational background, income status, education, and so on. When the consumer feels that the consumer who consumes the same product or service is different from the consumer, he will think that the brand of goods is not suitable for his consumption, so he will change to the embrace of other brands. This is also one of the reasons for market segmentation and targeting of target consumers.
There is also a case that some consumers have never consumed a certain brand of goods, but the consumers who consume the brand of goods have certain characteristics, which are expected by these consumers. In this case, these consumers will try their best to own or use the brand of goods, in order to be recognized by others as the brand of goods
Target consumer group
One of them. Even if such consumption can not be achieved, in the process of pursuing the brand of goods, consumers can also get psychological self-comfort and satisfaction. A typical example is the consumption of luxury goods. For precious jewelry, the vast majority of consumers do not have the ability to demand, but people still very much recognize and aspire to the brand image of these luxury goods.
3. Image of product or service
For different goods in different industries, the image of a product or service may vary considerably. For those low-value and consumable daily small goods, consumers pay more attention to whether their packaging is beautiful and whether the color is properly matched; For household durable goods, such as refrigerators and washing machines, consumers value function and quality more. Fashion jewelry products, consumers value its appearance design and whether it conforms to the trend of The Times; For service goods, consumers are more concerned about the environment of the business place, the dress and behavior of the service personnel.
When consumers buy brand goods and services, they will choose their favorite packaging and design products, and receive services in their favorite environment. When consumers find that a certain brand of goods can always well meet their visual and psychological needs, he will have a good impression of the brand. In the next purchase, he will choose the brand of goods first. Over time, the brand has established a positive brand image in the mind of this consumer, and consumer loyalty to it has also increased.
4. Expectations for products or services
Consumers' expectation of products or services is actually an assumption of the value of goods of a brand after consumers accept a certain brand information. Before consumers come into contact with a brand product for the first time, they actually believe the information conveyed to consumers in the process of brand communication. They will continue to believe that the content of the brand's advertising is true and credible until they experience or hear others tell them how the actual value of the brand's product, during which time the brand's communication information will help the brand build its brand image. Of course, the information expressed in the process of brand communication should be able to meet the needs of target consumer groups and stimulate consumers, so as to guide consumers to produce purchasing behaviors.
