Brand Building Of Small And Medium-Sized Women's Wear Enterprises Bypass Four "Graves"

A psychologist said: people are not affected by things themselves, only by their own views on things.

Customers do not care much about what products are, and customers are concerned about the benefits that products and services can bring to their customers. Customers are based on their cognition of products and services provided by enterprises. Therefore, competition for customers' mental resources is the focus of market competition. So what does the enterprise enter into the customer mind and occupy the dominant position?

That's the brand. Entrepreneurs should bear in mind that there is no product entity in the mind of the customer. Only the brand can not fit the whole organization into the minds of the people. Only the symbols and symbols that represent the products and services of the enterprise can be loaded into the minds of customers. These symbols and symbols are brand names. Every enterprise, no matter how good your actual product is, if you can not build a brand in the minds of your customers, all your input can only be said. cost It can not be converted into benefit, so it can also be said that brand is the conversion of cost into benefit.

At present, the bosses of small and medium-sized enterprises only stay at the level of product management thinking, while fresh and useful brands. Management thinking Co ordinate the business, why is there such a situation? This is related to the SME employees' recognition of brand, and is not comprehensive and one-sided and partial. The construction brand of small and medium-sized enterprises is a little careless and can easily fall into the following brand grave.

First: famous brand grave

Mention the brand, the boss thinks is the famous brand, the so-called brand name is a high reputation brand, improve the reputation is indeed the first step to build a strong brand, popularity will affect the customer's cognition, people generally like familiar things, and hold a positive attitude towards the things that they are familiar with, and the higher visibility can really bring some prosperous products to some products, but it is more obvious to the products of low concern. The consumer's consumption of products is not only to know their names, but also to know their principles, but also to observe their effectiveness. Simple popularity does not necessarily make the sales volume of the brand increase, and sales increase. It is necessary to enhance the popularity and purchase degree together. The so-called purchase degree refers to the customer's strength to remember the brand and purchase it when there is demand. Low reputation is sometimes a healthy and appropriate situation, because although they are not known by more customers, but loyal customers are many, the purchase is high, such brands can enhance popularity and gradually expand market influence.

High visibility may also be a bad thing. Although many brands have heard of it, the brand will not necessarily be reminded of the brand when they are buying something. If you want to change this situation, you will be hindered by high visibility, because few people will be willing to spend time and energy understanding a brand they have heard. The brand with high popularity and low purchase has fallen into the famous brand grave, it is very difficult to turn over.

Brand building and brand equity should be improved in an all-round way. Popularity And purchase degree, the factors that influence purchase degree are brand cognition, brand association and brand loyalty.

Brand recognition means that customers have a subjective view of brand value based on their own understanding, which will directly affect customers' purchase decisions and brand loyalty. It also supports a certain premium level of the brand.

Brand association is something directly or indirectly related to the brand in the customer's memory. It includes the ideas of buyers and users, product characteristics, usage methods, organization associations, brand personalities and so on.

Brand loyalty is the core of all brand values. A highly loyal customer base can make the brand develop for a long time and create a significant competitive advantage for the company.