Brand Marketing Experts Teach You How To Enhance Brand Appeal.

The so-called brand marketing is to engage in love with consumers.

When consumers fall in love with you, your pockets will be open to you.

Therefore, the value of an enterprise is to create customers, the brand is the main product, and profit is a by-product.

To make the consumer fall in love with you, you must enhance your attractiveness. No one wants to stay with an unattractive person all day long.

There are four things that need to be done to improve brand charisma.

Quality foundation

This is like a person, if the belly is not available, even if the appearance is not too long for the opposite sex favor.

Any brand must eventually become a mirage with its product as its carrier and away from its quality foundation.

Positive examples are everywhere.

The famous ZIPPO lighters, accompanied by soldiers in the bullets, were born and died. Even general Eisenhower, Admiral of his heart, marvelled admirously: "can stand the test of any harsh environment".

The extremely simple design, the good material, the decades old craft, finally created this "man's toy".

Why do men who pursue masculinity get a ZIPPO at hundreds of times the price of ordinary lighters?

Because it really does not disappoint everyone, each lighter deserves its brand glory.

The Chinese shoe king, AOKANG boss Wang Zhentao, opened a small rice mill when he was a teenager. The rice factory of others was 100 Jin of grain and 80 kilograms of rice. He was 100 kilograms of rice out of 70 Jin rice, which seemed uneconomical, but it won the joy of buying rice people.

Only from this trivial matter can people better understand his future achievements.

Telling brand stories

No matter adults or children, no one likes to see lengthy data reports, so that they are willing to listen and read and remember.

The sale of purified water can be described as 27 levels of purification; the sale of trousers can be described as 108 processes; the sale of liquor can be said to be five hundred years old; selling tea, we can say that the armed police stand guard against the tea tree.

These stories may have no plot and may not be textual, but at least one concept is easy to remember - it's more important than anything in an era of overdeveloped information.

Scientists have done such experiments to introduce a person to the interviewed person, first using the resume method and describing his personality characteristics in 1000 words.

Then he told a story in the same vocabulary with the story telling method.

The final result is that the cognitive rate of the story telling method is as high as 80%, the favorable rate is close to 70%, while the cognitive rate and favorable rate of the resume method are only 35% and 31% respectively.

Telling stories is a compulsory course for brand executives.

Do not complain that there is no story in the enterprise. The real answer is that everyone is a book, and every enterprise is the synthesis of countless stories.

From the seemingly ordinary enterprise structure, we can find a bright spot and arouse the attention and interest of consumers. This is the compulsory course for brand managers.

Keep brand young

One rule in brand communication is "fifteen years younger".

If your customers are targeting 30 to 45 years of age, your advertising model will be the most direct choice for the 30 year old.

This is because the psychological age of adult self suggestion is always younger than the actual age. This is why a 40 year old person is always very happy when he hears others guess that he is 35 years old.

If your brand image looks like a product for a 45 year old person, buyers tend to become middle and old aged over 50.

Once such a positioning is achieved, the brand will move towards an aging narrow market.

There is a middle-aged and elderly clothing brand, positioning itself as "clothing in the prime of life", using the "young fifteen year old rule".

In addition to the consumer's age hints, brand aging also involves linking up with fashion and maintaining a sense of synchronism with modern trends.

A good slogan can not be used for 100 years. If Lenovo computer is still appealing for "loss of association, what will the world be like", consumers will feel Lenovo has not changed for twenty years.

Therefore, almost every two or three years, Coca-Cola and Pepsi Cola have to put forward a new brand slogan to keep pace with the fashion of young consumers.

This is also the reason why a large company has to change its trademark for an average of ten years - cultural fashion is constantly evolving, and the past fashions will become old fashioned.

Join idol element

At home and abroad, many old brand names often use the image of the founder as a publicity point - Kentucky grandfather, old man's shoes, Zhang Xiaoquan scissors, Wu Yu Tai tea......

They are the successful idol of the past era, and also become the brand image representative naturally.

But for modern enterprises, there is no such brand base. How can we make the brand idolized?

In fact, the brand now has more choices.

Because of the highly developed information dissemination, celebrities in the media have become the focus of attention.

Fans love their idols so much that they even want to see their faces.

Celebrity endorsement is an effective way to enhance the attractiveness of brands, allowing anonymous brands to get consumers' attention overnight.

For example, Jay Chou and the dynamic zone, Chen Daoming and Li Lang, Gong Li and Sherin mattress, Chen Baoguo and Guyue Longshan.

The reason why the brand can add to the charm of the idol element is that consumers will shift their favor to the brand, which is called empathy. Two, because the public influence of the stars can add consumers' trust to the brand, which is called "brand endorsement". Three, people have a kind of intimacy towards the stars. The products he endorses can give consumers a natural sense of familiarity, which is called "fast approaching".

Korean brands, whether Samsung or LG, are firmly committed to implementing the idol strategy, so that those stars deeply loved by Chinese teenagers quickly ripening the market.

If an entrepreneur is lucky enough to have an idol quality, he can also shape his brand image and make the product more intimate with consumers through brand personalization.

So called charm, this is often what happens: it can help you do something special, especially with you, young and beautiful, and considerate. If you have such a heterosexual in your office, do not love her? Script src=>