Brand Association Of Enterprise Brand Marketing Elements

Brand Association

Brand association refers to any brand that can be associated with consumers.

Brand is made up of a number of factors, and all the factors that allow customers to cause association are brand association.

Take Lenovo brand as an example: Lenovo's trademark Lenovo, formed by a change of standard, has become an international standard.

When it comes to Lenovo, we can recall that in December 8, 2004, a day worth remembering by Chinese people, at least in the Chinese IT community, Lenovo bought the IBM personal computer business department for $1 billion 250 million. Its business is IBM global desktop computers and notebook computers, including research and development, procurement.

At this point, Lenovo Group has become the world's third largest PC manufacturer with an annual income of more than ten billion dollars, paying 1 billion 250 million dollars including 650 million dollars in cash and 600 million dollars in Lenovo shares.

In the 2007 fiscal year after the merger, Lenovo made a profit of 480 million dollars. Some people think that Lenovo has entered a profitable track and become a world-class brand. In 2008, Lenovo Group's largest annual loss in history, its annual operating income was $14 billion 800 million, down 8.9% compared to the same period last year, with a loss of 226 million US dollars.

In the 2009 fiscal year, sales amounted to $16 billion 600 million, the best in the past 5 years, but the selling cost was 14 billion 800 million dollars, the gross profit was 1 billion 789 million dollars and the gross profit margin was 10.7%.

The profit is 129 million dollars.

The acquisition is far-reaching and influential.

Seeing Lenovo's logo and seeing Liu Chuanzhi, we think of Lenovo computers.

Logo and Liu Chuanzhi are the elements of Lenovo's brand.

Liu Chuanzhi is the founder of Lenovo brand and has many legendary stories.

President Yang Yuanqing also reminds us of Lenovo and Lenovo brand.

This is the essential element of brand association.

We can list all the factors related to Lenovo brand, such as logo, character, etc.

Brand association is also a force.

The more experience this connotation gives to customers, or the more opportunities for customers to contact through dissemination, the more likely customers are to link this connotation with brand names.

The more brand factors, the easier it is for customers to generate associations.

The core of brand management is to inject emotional factors into the product, and create a humanized and personalized image orientation, form differences with competitors, and convey outstanding value commitments to consumers.

Therefore, when making brand associations, we should give full consideration to this emotional factor and achieve emotional input.

brand image

Brand image is a series of brand associations that are combined in a meaningful way.

This series of brand associations leads to brand image.

Brand association is composed of brand factors, and brand image is composed of brand associations.

Let's see Haier.

Seeing Haier, the logo of Haier appears in my mind. This is a legend. Thinking of Zhang Ruimin is another Association.

It can even relate to the brand slogan of Haier: "sincerity to forever" and "a world, a home". Even if the trademark is not seen and Zhang Ruimin does not look at it, we will think of Haier as soon as we see or hear "sincerity to forever" and "a world, a home".

There is also sportswear brand "Lining", "anything is possible". Even if we do not see any other image of Lining brand, "anything is possible" will remind everyone of Lining brand.

Brand slogan is unique, and if there is emotional input, if it is used, it can only be a wedding dress for others.

Haier has produced a new logo combination through sponsoring the 2008 Beijing Olympic Games. We also have a more Lenovo to remember the image of Haier. We recall the Beijing Olympic Games and associate Haier with it.

These brand associations constitute the brand image of Haier.

These associations are based on products, services, quality, and even some brand associations associated with products, services and quality. These factors together constitute the brand image of Haier.

brand positioning

What is brand positioning? Brand positioning is to find a very important product feature for a key market segment.

In the discussion of brand elements, we almost all talk about positioning, product positioning, service positioning, a series of positioning, accurate positioning, it has found the key to the problem.

Since the brand positioning is to find a key market segment, the enterprise concentrates on a specific target market, or strictly aims at a niche market, or focuses on the operation of a product and service, creating a product and service advantage - a very important product feature, and the product characteristics must be untouched by competitors.

If positioning is not accurate, the market competitiveness of commodities will be affected.

Because it is submerged in many products, without individuality, the characteristics of commodities are gone.

Therefore, in today's increasingly serious homogenization of products, it is only by brand and brand positioning that product characteristics are found, and the characteristics of this product are established under strict market segmentation.

Brand positioning is very difficult.

We often feel puzzled.

But as long as we are careful, we will discover and will make the brand characteristics that other people have never dealt with. If we find this position, we will succeed.

A good brand must be a good brand with strong brand associations.

We emphasize that brands can take advantage of the situation and lend strong brands to consumers.

That is to say, there are some brand elements that we can see after being associated with a strong brand.

The stronger the brand association, the more attractive the product positioning will be.

How to brand positioning? First, identify your own brand in the brand group.

In many brands, how do you define your own class? What is this category and how to locate it?

A few years ago, economists put forward the long tail theory.

The long tail theory is that the future of business and culture does not lie in the traditional demand curve representing the head of "best sellers", but on the long tail which represents the "forgotten commodities" often forgotten.

In the past, people only focused on important people or important matters. If we used normal distribution curves to depict these people or things, people would only pay attention to the "head" of the curve, and ignore most people or things that would be at the end of the curve and require more energy and cost.

For example, when it comes to brand marketing, agencies are concerned about a few "big customers", rarely taking into account the majority of ordinary consumers.

In the Internet age, because the cost of concern is greatly reduced, people may pay close attention to the "tail" of the normal distribution curve at low cost.

But this long tail must be meaningful when others do not do what you have done.

The long tail is a "cold" category, rather than a sunrise industry.

And sunrise industry will be full of opportunities.

Selected sunrise industry, this year can not compete with the height of the opponent, it is likely to exceed it in the next year; in time, 10 years to achieve a big brand.

In our country's Industrial Catalogue, although some industries occupy a large proportion, it is a sunset industry.

For example, high energy consuming industries, such as electrolytic aluminum, steel, cement and other traditional industries.

This high energy consumption will surely be phased out of the market and replaced by new energy and low energy consumption industries.

Second, analyze the prospects of "category".

We need to know clearly whether this category belongs to sunrise industry or sunset industry. To enter Chaoyang industry, do not set foot in sunset industry.

For example, some industries that will be replaced by new materials should not be done.

For example, the record industry is like this, from the wooden record, the colloid disc to the cassette, the optical disc and so on, the record industry has had the brilliance.

The record industry in Guangdong has done a good job, many of which are combined with state-owned companies, such as the joint with China Record Corp.

But these enterprises are declining, including the China Record Corp, and their prospects for development are increasingly narrow.

Music has great promise. If we change the carrier or means, we can become a sunset industry.

With the emergence of MP3 and MP4, a software can be downloaded on the Internet, so that you can compose and sing, and you can DIY your own works.

People can amuse themselves by using computers, and can listen to music by downloading a tune.

Of course, there are many sunset industries.

Third, establish the brand's height according to its ability and resources.

It must be forward-looking and high, but not too much.

According to our own ability and resources, the height of the brand is to require the brand to be highly appropriate, forward-looking and highly qualified, but not too advanced, nor too high, nor too high.

If there is no such capability and no resources, the goal should be lower, but not too low. If the target is slightly higher, the efficiency of resources can be maximized when resources are used.

Fourth, understand your opponent and avoid duplication.

Products that have been hard to develop or develop are not yet available, and competitors are already marketing.

Therefore, when positioning, do not repeat others.

Without repetition, it is necessary to rely on reliable information to support ourselves, so that we can find ourselves a shortcut.

The following is a case study of Focus Media.

Focus Media (Focus Media) is a company listed on NASDAQ.

Focus Media's brand positioning is very new and worth learning.

Jiangnan Chun's business is legendary.

He used to be a poet. When he was in University, he was the president of the poetry society.

Focus Media is the creator of the media group in China's life circle. Its brand positioning is targeted at the media of specific audiences and ethnic groups.

This part of the audience can be clearly described and defined.

At the same time, this group is just the leading consumer group or heavy consumer group of some products or brands.

One day, suddenly, a TV set appeared in the corridors of high-grade office buildings and apartments in China's big cities.

In big cities, waiting for elevators is a very awkward situation. Acquaintances are OK. If they are not acquaintances, everyone is very reserved or reserved.

At this time, the public has created a platform for relaxing the eyeballs, so everyone can take a look at the elevator.

Its positioning is very clever, which solves the mental needs of almost all white-collar workers, and the white-collar workers are the most consuming groups in the Chinese consumer group.

In order to be listed, the Focus Media was incorporated in the British Virgin Islands in May 2003 - because it has to finance overseas, and registration in mainland China will be restricted by financing area.

In July 13, 2005, the second year of its establishment, it successfully entered the US Nasdaq, becoming the first Chinese pure advertising media to be listed overseas, and created the IPO record with the amount of $172 million raised, with a market capitalization of US $680 million.

After 1 years of listing, its market value exceeded US $3 billion in 2006.

This is indeed creating myths.

To be so successful is entirely due to his brand positioning.

It is obvious how important brand positioning is.

A screen is placed in the right place, and a new media platform has been created.