What is brand tonality?

Brand tonality refers to the unique language recognition used by brands in the market. The main components of brand tonality include brand core value definition, brand value appeal, brand logo, brand story and brand main advertising language.

After the brand is founded, in the process of its growth, due to the constant changes in the market and the continuous improvement of demand, the brand capital of an enterprise may grow or shrink, and even a brand may withdraw from the market in the competition.

Brand growth is risky and difficult to evaluate. As for brand risks, sometimes accidents occur due to product quality, sometimes substandard service, sometimes blind expansion of brand capital and poor management, which brings difficulties to the maintenance of corporate brands and uncertainty to the evaluation of corporate brand benefits.

Take Lily's business fashion as an example:

Brand tonality:

Strong, feminine, modern and lively.

Modern artistic style.

Extended data

Features of the brand:

1, the brand is exclusive.

A brand is used to identify a product or service of a producer or seller. Brand owners enjoy exclusive brand rights after legal procedures, and have the right to require other enterprises or individuals not to counterfeit. This also refers to the exclusivity of the brand. However, Chinese enterprises have not made good use of legal weapons to play the exclusive rights of brands in international competition. Since the beginning of 2 1 century, we have been seeing the embarrassing situation of domestic gold-lettered signboards in the international market: "Japan has registered more than 100 brands, and Australia has registered more than 180 brands.

2. Brand is the intangible resource of an enterprise.

Because brands can continuously gain benefits by virtue of their brand advantages, they can make use of the brand's market development power to expand their image and develop their capital, so we see the value of the brand. This kind of value can not be expressed in kind like material assets, but it can make the intangible assets of enterprises increase rapidly and can be traded as commodities in the market.

3. Brand performance.

Brand is an intangible asset of an enterprise, which has no independent entity and occupies no space, but its original purpose is to make people remember a product or enterprise in an easy-to-remember form. Therefore, the brand must have a material carrier, and it needs to express itself through a series of material carriers to formalize the brand.

The direct carriers of brands are mainly words, patterns and symbols, while the indirect carriers mainly include product quality, product service, popularity, reputation and market share. Without material carrier, the brand can't be displayed, let alone achieve the overall communication effect of the brand. Excellent brands are more prominent on the carrier, such as Coca-Cola, which reminds people of the after-drinking effect of their drinks, and its red pattern and corresponding packaging can play a unique role, while McDonald's with its yellow quasi-arch "M" will give people an exclusive visual effect.

Baidu Encyclopedia: Brand

Baidu Encyclopedia: Lily Business Fashion