The "Scarcity Value" Of A Brand Is Crucial To Its Performance.

The strength of the brand is known to any entrepreneur. Experts in brand research can also generally recognize the strength of brand's "scarcity value". But the personality of an entrepreneur determines that the scarcity value of a brand is not necessarily known.

The "scarcity value" of a brand is the "difference value" that other brands do not possess. In the market, many enterprises or enterprises have very close manufacturing scale capability and comprehensive competitiveness, but there is a big gap in product premium, which is ultimately determined by the scarcity value of the brand.

To do "market promotion" means that entrepreneurs' daily thinking and behavior are centered around market sales, rather than focusing on brand operation. In this way, the behavior of enterprises is focused on market promotion, quantity, quantity and quantity.

Product sales and brand "scarcity value" are closely related. Without the brand "scarce value" strength, the sales volume of products will only lead to a bad result: low sales promotion for low-level products for sale, and low quality production because of low price promotion.

Bo Delia, a French scholar, thinks that in the commodity economy society, the consumption pattern is mainly organized around the symbolic value structure. In a commodity society, the social status of people is determined by their consumption of different commodities. Strong brands and fashionable products make the brand more prestige and symbol value than other brands.

Brand goods have the use value and exchange value, and the "symbolic value". That is, the comprehensive performance of authority, luxury, power, seduction and charm established under the guidance of brand identification, forming a unique brand. Scarcity value "

stay commodity economy In the society, the recognition of consumers' identity is not only obtained from the jobs they engage in, but also by the consumption of different brand goods with "scarcity value". The importance of commodities lies in the fact that its brand reflects the referential nature of society, not just its material carrier.

Consumers have a duality in choosing brand goods, that is, the recognition or worship of brands is the more scarce they want. Because in your life, the scarcity of the brand you own, the heavier the value you show, the more you can play a show of value.

with clothing For example, in the cultural history of Europe, men's clothing has always been a symbol of social class. In ancient Greece and Rome, that is, in the thirteenth Century ~14 century of the middle ages, clothing has not yet formed a brand symbol of grading. However, the mark of grading is the luxurious and expensive fabric (such as fur, gold (210, -1.09, -0.52%), gem, etc.) and craftsman's craft, which distinguishes between your family and the common people.

In the history of clothing, fashion design style has become "scarce" with the craftsman's "brand" factor. However, with the improvement of production mode and the increase of garment production, it is classified by the level of garment artisans' skill, that is, the level of clothing design has become a mark of distinguishing grade. Here, "brand" is precious because of "scarcity".

Brand is the value product of an enterprise, and it is also created by many employees of this enterprise. However, the cultural values of many employees of the firm have imprinted a strong mark on the personality of the head of the enterprise.