What is the brand concept?

question 1: what is the brand concept? Brand concept: 1. Product. A product refers to anything that can be provided to the market, used and consumed by people, and can meet people's needs, including tangible goods, intangible services, organizations, ideas or their combinations. Generally speaking, products can be divided into three levels, namely, core products, formal products and extended products. Core products refer to the direct benefits and utility provided by the whole product to buyers; Formal products refer to the physical appearance of products in the market, including the quality, characteristics, modeling, trademarks and packaging of products; Extended products refer to a series of additional benefits provided by the whole product to customers, including the benefits given to consumers in the field of consumption such as transportation, installation, maintenance and guarantee.

2. TradeMark. Trademark is a legal term, which is adopted by producers and operators on the goods or services they produce, manufacture, process, select or distribute. In order to distinguish the source of goods or services and have distinctive features, it is generally composed of words, graphics or their combinations. A trademark approved and registered by the state is a "registered trademark" and is protected by law. Trademark registrants enjoy the exclusive right to use trademarks.

3. FamousBrand. The most popular understanding of famous brands is well-known brands. The word "famous brand" appeared before the concept of brand, which is the product of China's specific environment.

4. BrandEquity. Brand equity is a series of assets and liabilities associated with brands, brand names and signs, which can increase or decrease the value of products or services sold by enterprises. It mainly includes five aspects, namely brand loyalty, brand awareness, brand perceived quality, brand association, and other proprietary assets (such as trademarks, patents, channel relationships, etc.), which provide value to consumers and enterprises in various ways.

5. BrandIdentity. Brand recognition is an association that brand marketers hope to create and maintain, which can arouse people's good impression on the brand. These associations imply some kind of commitment of enterprises to consumers. Brand recognition will guide the whole process of brand creation and communication, so it must have a certain depth and breadth.

6. BrandSymbol. Brand symbol is the basic means to distinguish products or services, including name, logo, basic color, slogan, symbol, spokesperson, packaging and so on. These identification elements form an organic structure and exert influence on consumers. It is the foundation of brand concept, and successful brand symbol is an important asset of the company, which plays a role in the interaction between brands and consumers.

7. BrandPersonality. Brand personality is a series of human characteristics possessed by a specific brand, that is, the personality quality presented by the brand. It is an important part of brand recognition, which can humanize lifeless products or services. Brand personality can bring strong and unique brand association and enrich the connotation of the brand.

8. BrandPositioning. Brand positioning is a process or action to establish a unique brand image that conforms to the original product on the premise of comprehensive analysis of the target market and competition, and to design and spread the overall image of the brand, thus occupying a unique position in the hearts of target consumers. Its focus is on the psychological feelings of the target consumers, the way is to design the overall image of the brand, and the essence is to design the product attributes and spread the brand value according to the characteristics of the target consumers, thus forming a unique position of the brand in the hearts of the target customers.

9. BrandImage. Brand image refers to the sum total of brand-related impressions formed in consumers' minds through their own choices and processing based on accessible brand information. There are differences and connections between brand image and brand recognition. The difference between the two is that brand recognition is how brand strategists want people to look at brands, while brand image is how people look at brands in reality; The connection between them is that brand recognition is the source and basis of brand image formation, and brand image is the result of brand recognition to some extent.

1. BrandCulture. Brand culture refers to the cultural accumulation gradually formed by the brand in its operation, which represents the interests cognition and emotional closeness of enterprises and consumers, and is the sum of brand, traditional culture and corporate personality image. Different from the internal cohesion of corporate culture, brand culture highlights the external publicity and integration advantages of enterprises, effectively transmits the corporate brand concept to consumers, and then occupies and disappears ... > >

question 2: what is the brand concept? the brand concept is a value system that is universally recognized by the society, reflects the enterprise's own personality characteristics, promotes and maintains the normal operation and rapid development of the enterprise, and reflects the clear management consciousness of the whole enterprise. The composition of brand concept The brand concept consists of three parts: corporate mission, business philosophy and code of conduct: 1. Enterprise mission refers to what kind of mission the enterprise is carrying out various business activities, which is the most basic starting point of brand concept and the driving force of enterprise action. 2. Business philosophy. Management thought is the idea, attitude and thought that guides the business activities of enterprises. Business thinking directly affects the attitude of foreign business and service of enterprises. Different business ideas will produce different business attitudes and give people different corporate image impressions. 3. Code of conduct. Code of conduct refers to a series of codes of conduct and rules that employees in an enterprise must follow in their business activities, which is a constraint and requirement for employees. The function establishment and integration of brand concept have strategic functions and functions for the overall operation and benign operation of enterprises. Specifically, the brand concept has the following main functions: 1. Guiding function. Brand concept is the value goal and behavior mode advocated by enterprises, which guides the pursuit of employees. Therefore, a strong brand concept can guide employees to fight for it for a long time. 2. Incentive function. Brand concept is not only the business purpose, business policy and value pursuit of an enterprise, but also the highest goal and principle of employee behavior. Therefore, the recognition of brand concept and employees' pursuit of value constitutes employees' great psychological satisfaction and spiritual motivation, which is persistent and profound that material incentives can't really achieve. 3. Cohesion function. The determination of brand concept and the general recognition of employees will inevitably form a strong centripetal force and cohesion in an enterprise. It is a kind of adhesive in the enterprise, which can integrate employees' goals, ideals, beliefs, sentiments and styles in a staring way, and create and stimulate employees' group consciousness. Enterprise is the behavioral goal and value pursuit of employees, which is the driving force of employees' behavior. Therefore, once the brand concept is recognized and accepted by employees, employees naturally have a strong sense of belonging to the enterprise, and the brand concept has strong centripetal force and cohesion. 4. Stable function. A strong brand concept and spirit can ensure that an enterprise will never decline due to certain changes in the internal and external environment, thus enabling an enterprise to have sustained and stable development capabilities. Maintaining the continuity and stability of brand concept and strengthening the identity and integration of brand concept are the keys to enhance the stability and technological development of enterprises. Brand concept is the identification symbol of enterprise unification, but at the same time, it should also indicate its own unique personality, that is, highlight the differences between enterprises and other enterprises. To build a unique brand concept, we need to achieve the following goals: first, the brand concept must be consistent with the characteristics of the industry and the unique culture of the industry; Secondly, when planning the corporate image, we should fully tap the original brand concept of the enterprise and give it the characteristics and personality of the times, making it a powerful internal force to promote the business development of the enterprise; Thirdly, the brand concept should be distinguished from competitors and reflect the company's own style.

question 3: what is the concept of clothing brand? It is the starting point of your brand, the implication of the brand, and the overall thinking. Brand concept can interpret your clothing and the founder's ideas, and can also be extended to the meaning of clothing. I hope it helps you.

question 4: introduction of brand concept. brand concept refers to the concept that can attract consumers, build brand loyalty, and then create brand (and market) dominant position for customers.

question 5: the definition of brand concept. brand concept should include core concept and extended concept, and the concept of brand concept must be unified and complete, including enterprise business field (industry, main products, etc.), corporate image (multinational, local, etc.), corporate culture (rigorous, enterprising, conservative), product positioning (high-end, middle-end and low-end) and product style (fashion, trendy, etc. Brand concept is a value system that is generally recognized by the society, reflects the enterprise's own personality characteristics, promotes and maintains the normal operation and rapid development of the enterprise, and reflects the clear management consciousness of the whole enterprise

Question 6: What is brand concept? Brand concept refers to the concept that can attract consumers, establish brand loyalty, and then create brand (and market) dominant position for customers. Brand concept is a value system that is generally recognized by the society, reflects the individual characteristics of the enterprise, promotes and maintains the normal operation and rapid development of the enterprise, and reflects the clear management consciousness of the whole enterprise.

Question 7: What is brand culture? Enterprises with different ideas have different cultures. I don't know whether you want to study theory or a specific enterprise.

I recommend you a short article:

Corporate culture and brand culture are inseparable from culture, and their form and content are closely related to culture. Think about it carefully. Is the shaping of corporate culture divided into three levels: core concept (spirit), system and behavior (carrier) Does brand culture also include brand spirit, brand communication (carrier) and target consumers (groups)?

Corporate culture and brand culture are interlinked

The culture of an enterprise is the embodiment of its values, beliefs and behaviors. To make an image metaphor, if we regard the enterprise as a person, when you meet this person for the first time, his clothes will give you the first impression, which is the VI (Visual Identification) of the company, including the intuitive appearance of the company's buildings, office environment, office equipment and LOGO. Through his words and deeds, you can know his style of doing things, which is a concrete manifestation of corporate culture, but what determines this person's words and deeds? It depends on his deep values and beliefs. Similarly, for an enterprise, it is culture that determines the system and behavior of the enterprise. The core of this culture is what we often call the enterprise concept and enterprise core values.

so what is brand culture? We say that people will see you for a long time. After a long period of contact with a person, you find that he may be an honest, lively and cheerful person. You have an understanding of his personality, and you think that you like to associate with him and may become a confidant. If for an enterprise, the psychological feeling and psychological identity that this enterprise gives consumers is brand culture or brand connotation, it is the connection between the psychological needs of consumers and the level of the enterprise. See, what's the danger? Kangne sheath melon? Yan Yan? Press? Mirror? Pan head? Bao Bao? Hesitate? What is the school of Huizhong's tomb? ⑿ Weft is good at relieving the gap between pages. Cover up? span class=yqlink> McDonald's, you will think of the amiable uncle McDonald, you will think of his clean dining environment, and you will remember the slogan "I like it" full of personality. These are the concrete manifestations of McDonald's brand culture, a representative of convenient, clean, comfortable and energetic American culture, and also the embodiment of its corporate culture. KFC is also a fast food, but the brand connotation is slightly different. The positioning of "Come to KFC, have a good taste" and "Based on China, integrate into life" shows that KFC pays more attention to products and life. In addition, we found that the brand connotation of Hewlett-Packard Company's "HP Technology, Achieving the Future" is also the embodiment of its corporate culture.

The connotation of corporate culture and brand culture must be consistent

For example, the dynamic brand culture of Coca-Cola Company is full of individuality, so the corporate culture of Coca-Cola Company must be inseparable from * * * and innovation. It is hard to imagine that a group of conservative and calm people can lead Coca-Cola Company. Haier brand gives people the impression of high quality, sincerity and responsibility, and its corporate culture is also based on sincerity and innovation. Lenovo's acquisition of IBM notebook division can be said to be a perfect embodiment of its entrepreneurial spirit, and at the same time, it is consistent with the cultural connotation of its brand "as long as you want". Hongta group's original brand slogan was "There is a sky behind the clouds, hongta group", but now it has been changed to "the mountain is the peak", which is very consistent with the connotation of corporate culture, and it also highlights the humanistic atmosphere.

through this analysis, we find that both corporate culture and brand culture can not be separated from the company's products and operations, and both should serve the development of the enterprise. therefore, their core meanings should be consistent or interlinked. However, corporate culture and brand culture are obviously different in concept, function, focus and construction methods.

The core meanings of corporate culture and brand culture are different

Corporate culture is the sum of the values, beliefs and behaviors that an enterprise has formed and abided by, focusing on the shaping of corporate values, corporate ideas and behaviors, which is the guiding ideology of enterprise production and development. Brand culture focuses on the shaping and promotion of brand personality and spirit, so that the brand has cultural characteristics and humanistic connotation. The key point is to make these consumers identify with the spirit embodied in the brand through various strategies and activities, and then form a loyal brand consumer group.

what are the cultural characteristics of a brand? The cultural characteristics of the brand should not only have spiritual connotation, but also be integrated from marketing planning, promotion activities, advertising, customer relations and other aspects, so that consumers can realize ... > >

question 8: the brand concept of happiness is "to be a brand that makes people smile". Variety of tastes makes you smile. Variety of fresh tastes and multi-level rich taste constantly affect consumers' taste buds and bring unprecedented delicious experience. The pleasure of taste makes consumers unconsciously raise their corners and smile happily. A relaxed and cheerful brand personality makes you smile. "Every moment is engraved with joy" is a consistent brand slogan of joy. From happiness-oriented marketing strategy, to brand spokespersons with sunny image, to all kinds of relaxed and happy brand advertisements, Joy always presents a cheerful and joyful brand personality. Not only that, Leshi also hopes that while people enjoy delicious potato chips, they can feel the happy concept conveyed by the brand-delicious moments are happy moments. Advocating a happy life attitude and making you smile and be happy is a life attitude. In the mind of Leshi brand, the source of happiness is the irresistible delicious potato chips, which can bring consumers physical and mental pleasure. Small potato chips, although they can't change the world. However, happiness advocates fast.