If you want to do a good job in brand marketing, first understand these 50 concepts
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How important is it to understand the concept? Luo Zhenyu once said, "Understanding the concepts serves as the basic framework. Then any fragments of knowledge can be placed on the concepts." Understanding concepts is the basis of all learning. So, I have compiled 50 concepts about brand marketing and explained them in easy-to-understand language, hoping to lay a solid foundation for your future practice. (The main content of this article refers to Philip Kotler's " Marketing Management" and the brand marketing courses of teachers Zhao Yuanyuan and Yuan Zelu.) 1. About the concept of brand itself 01. Brand It is a type of information that allows the public to identify a company's products or services. It can be a name, a pattern, or a combination of these, etc. Examples: Brand names: Starbucks , Nike , Xiaomi. Brand logo, examples are as follows: 02. Brand marketing uses marketing methods to help customers form an understanding of the company's brand and products. 03. Brand positioning After market positioning and product positioning, brand cultural characteristics and individual characteristics are determined. Example: To differentiate itself from Pepsi and Coca-Cola , 7-Up positioned itself as “non-cola.” 04. Brand promise clearly states what the brand is and what it can do for consumers. Example: One of the features that the OPPO R7 mobile phone provides to consumers is “charge for five minutes and talk for two hours”. 05. Brand association: consumers’ association with brands and products. Example: Usually when consumers think of " Jiaduobao ", they think of "If you are afraid of getting a sore throat, drink Jiaduobao". 06. Brand Story Meaningful news during the creation and development of the brand. Example: Jack Ma promoted Alibaba ’s mission of “making it easy to do business anywhere” by telling Alibaba ’s stories, such as the 18 Arhats, Taobao’s anti-counterfeiting campaign, and Singles’ Day . 07. Brand volume refers to the total number of times a brand is mentioned within a certain period of time. 08. Brand strategy is a strategy in which a company uses brand as its core competitiveness to gain profits and value. 09. Brand elements can identify and distinguish the brand’s unique design. Many brands use multiple brand elements. Example: Nike’s brand elements include the hook logo, the slogan “Just Do It”, and the name of the goddess of victory in Greek mythology, “Nike”. 10. Brand resonance The degree to which customers resonate with and feel “in sync” with the brand. Example: In NetEase’s comment section, a large number of wonderful messages left a deep impression on everyone, and also reflected NetEase’s philosophy of “being a news portal with attitude”. 11. Brand personification uses human-like character and attitude to express the characteristics of products or services. Example: "Chu Orange" not only represents the orange itself, but also represents personality traits such as "inspirational" and "unyielding". 12. Brand endorsement A third party confirms or praises a brand's promise to consumers in an explicit or implicit way. Example: After Jinliufu Liquor and Wuliangye Group merged, Wuliangye Group invisibly endorsed Jinliufu. 13. Brand Awareness If people can easily associate a brand with a certain category of products, then the brand is well-known. On the contrary, the popularity is low. Example: When people see "Head & Shoulders", they easily think of shampoo. Then Head & Shoulders is well-known among shampoo products. 14. Brand reputation refers to the degree of favorability and trust people have towards a brand in the market. Example: After the melamine incident, Sanlu's brand reputation declined rapidly. 15. Category differentiation: The categories of goods are further divided according to a certain element of the goods. Use different brand marketing strategies for different product segments. Example: The category " Automobile " can be divided into "sports cars", such as Jeep, and "sports cars", such as Lamborghini . Different brand marketing methods are adopted for these different sub-categories. (Jeep advertisement) (Lamborghini advertisement) 2. Concept of brand communication 16. Selling point: The powerful reasons provided by the product to attract consumers to buy. Example: One of the selling points of Meitu phones is their selfie function. One of the selling points of Xiaomi Note2 is its dual-curved surface. 17. Channels are the carriers for disseminating brand information. Example: Today’s channels are not limited to television, newspapers, bus booths, etc., but also include various forms that have never been used before. For example, “Xishaoye” packaging bags can also become a channel for film promotion. 18. Public relations uses third-party channels to provide favorable information for brands, thereby educating and guiding consumers. Example: Media reports on Zuckerberg running in Beijing’s smoggy weather and giving a 22-minute speech in Chinese, etc., have helped to shape Facebook’s positive image in China. 19. Integrated marketing uses content, channels, experience and other means to ensure that users receive information relevant to themselves from all dimensions in any environment. Finally, combine this information into a clear and credible brand impression. Example: When promoting "The Pancake Man", Dapeng planned events such as "selling pancakes in Beijing Zhongguancun" and "Dapeng entering Lanxiang" to expand the popularity of "The Pancake Man" and create a happy and humorous atmosphere. 20. Experiential diffusion uses seeing, hearing, using, participating and other methods to stimulate consumers’ senses, thinking, actions, etc., and expand brand awareness. Example: Wu Mochou's special image in the subway advertisement left a very deep visual impression on everyone, and made many people remember the Tsinghua Tongfang notebook she endorsed at the time. 21. The person who sends out the information cannot control the path of information dissemination. Example: After Wang Jianlin announced the "small goal of 100 million yuan", netizens made various adapted versions, and Wang Jianlin could no longer control how these contents were spread. 22. Interactive online user or consumer behavior, including likes, praises, shares, comments, etc., used to cultivate user relationships, analyze brand strategies, etc. 23. Public opinion refers to the sum of people’s attitudes towards certain organizations or individuals regarding a social event within a certain period of time or space. Commonly used public opinion monitoring tools include Baidu Index, Newrank (www.newrank.cn), Qingbo Big Data (www.gsdata.cn), Sina Weibo Index (data.weibo.com), etc. 24. Voice share refers to the percentage of a brand’s media placement to the media placement of similar products of the brand. 3. Concepts about brand and user 25. User portraits include user data such as gender, age, region, city type, etc., which are used to fully understand user needs and achieve accurate product positioning and precision marketing. 26. A fan is someone who is passionate about something or someone. 27. KOL KOL, or key opinion leader, refers to users who meet these three conditions: have more and more accurate product information; are accepted or trusted by the relevant group; and have a greater influence on the purchasing behavior of the group. Example: When Faceu was initially promoting its app, it considered starting with celebrities. Since the majority of camera app users are female, it chose male celebrities for its advertising. In the end, Yu Menglong, one of the leading actors in the then popular drama "The Rise of Phoenixes", was chosen. At this time, Yu Menglong is the KOL of Faceu. 28. Seed users are not only heavy users of the product, but are also willing to share feedback. Example: When Xiaomi first started developing MIUI, it screened, contacted, and recruited the first batch of internal testers of the first version of MIUI from major mobile phone forums. These testers were the seed users of MIUI. 29. Core fans are fans who can discuss the brand, protect the brand, and consume the brand. Example: Early supporters of the Hammer smartphone took the initiative to discuss the smartphone on Weibo and WeChat Moments . When the smartphone encountered a crisis, they stood up for it and defended it. Finally, they bought the smartphone. They are the core fans of the smartphone. 30. Consumer Mental Model It includes the following 5 features: 1) Can only accept limited information. Consumers will choose to accept and remember information based on their personal experience, preferences and even emotions. 2) I like simplicity and hate complexity. 3) Lack of security. Consumers perceive themselves as facing many risks when choosing a brand. 4) The impression of the brand will not change easily. Once a brand image is established in the minds of consumers, it will become deeply rooted. 5) Consumers’ thoughts tend to lose focus. If a brand enters multiple fields at the same time, or constantly changes its image, consumers will not be able to accurately judge the brand image. 31. Customer loyalty refers to the extent to which customers develop feelings for a product, form a preference for it, and are willing to make repeated purchases over the long term. 32. User expectations refer to the extent to which users believe that a product or service can help them solve their problems. 33. The user journey model records the user's psychological feelings and behavioral actions throughout the entire process of "from knowing the brand, to interacting with the brand, making a purchase, and finally becoming a loyal user." When formulating strategies, we refine the target groups according to different stages and design different delivery strategies. The user journey model is divided into the following 6 stages: 34. AI SAS In the Internet era, consumers’ lifestyles have changed, which has led to the generation of consumer behavior analysis models. 35. Consumption Preferences Consumers develop trust in specific products and are willing to purchase them repeatedly. 36. Internet Troops are people employed by public relations companies to create online hype for their employers by posting and replying to posts. IV. Theories and Models on Brands 37. Zeigarnik Effect People remember unfinished things more deeply than completed things. Example: Alipay ’s “Collect Five Blessings” campaign during the Spring Festival takes advantage of this effect, allowing users to add friends and send each other five blessings to achieve the goal of “collecting five blessings”. 38. Anchoring Effect When people make judgments, they are easily influenced by the first impression or the first piece of information, which fix people's thinking in a certain place like an anchor sinking to the bottom of the sea. Example: When pricing the Smartisan T1, CEO Luo Yonghao first threw out a price of more than 4,000 yuan, setting the public's psychological expectation price at this level. But the final price was more than three thousand, more than one thousand lower than the anchor point and one-quarter lower than the initial value. This method was used to stimulate people's impulse buying desire and promote sales. 39. The herd effect is also called the "herd effect". In a group, an individual's ideas or behaviors will be consistent with the majority and change with the majority. Example: When people choose a restaurant to eat at, they will prefer one that is already packed, thinking that “so many people choose this restaurant, so its food must taste good.” 40. USP stands for "unique selling proposition", which includes two principles: 1) Each ad makes the same claim to customers; 2) Competitors cannot or have never made a similar claim. Example: Golden Dragon Fish claims that “the fatty acid ratio meets the 1:1:1 health standard.” In fact, its competitors can also meet this standard, but they just don’t say it in advertisements. 41. The T-shaped strategy creates influence and brand potential through a single product, and then transfers traffic to other brands. Example: In 2016, Zhang Tianyi used Diaoye Beef Brisket as a single breakthrough to create influence and brand potential, and then transferred traffic through several small brands, such as Clown Pancakes, Pina Bausch Afternoon Tea, Xue Pan Grilled Skewers, and Beaver House. 42. The single product strategy launches a single product, packaging, brand, selling point, advertising slogan, etc., to establish a single, clear and solid brand image in the minds of consumers. Example: Apple only makes one series of mobile phones, the iPhone, so Apple phone only refers to the iPhone series. Samsung mobile phones include E series, D series, Note series and many other products. 43. Brand Resonance Model Building a brand requires 4 steps, namely: 1) Ensure that customers recognize the brand and associate it with a specific category or need; 2) Ability to associate various brands; 3) Guide customers to respond appropriately based on brand-related judgments and feelings; 4) Convert consumers’ response to the brand into brand loyalty. This model emphasizes two aspects of brand building - the rational brand route on the left and the emotional route on the right (see figure below). 44. STEPPS principle determines whether the content is contagious based on 6 factors: 1) Social Currency: Can content become people’s social currency? Examples: Common social currencies include the following: 2) Triggers: Can people associate this content with a scene in their lives? Example: Luoji Siwei chooses to push information at around 6:30 every day, which targets scenarios such as workplace users getting up, washing, and commuting. 3) Emotions: Can the emotions contained in the content arouse people’s desire to share? Example: 4) Public: Is the content suitable for display to the public? Example: Certain information related to a company, such as financial issues or the resignation of senior executives, although easy to spread, is not suitable for public display. 5) Practical Value: Can the content help people solve practical problems? 6) Story: Can this content be expressed using a story and narrative logic? Example: In order to promote the Kuaikan Comics App, " Great Annie " created "Sorry, I Only Live 1% of My Life", telling her story along the way. On Weibo, it was forwarded more than 400,000 times and received over 300,000 likes in one day. In the App Store, the "Kuaikan Comics" app once topped the free list . 5. New words about branding 45. Circle language Different circles and groups have different language systems, which are difficult for outsiders to understand. Example: In the online game "World of Warcraft", "Horde" and "Alliance" represent two opposing factions, from which players choose their game characters. Ping An of China cooperated with the movie "Warcraft" to launch the "Glory Harvest Season" theme event, using circle languages such as "Tribe" and "Alliance" on the H5 page. 46. Subculture refers to non-mainstream, local cultural phenomena, such as two-dimensional culture, hip-hop culture, food culture, etc. Example: To promote Guangdong Province’s tourism brand, the Guangdong Provincial Tourism Bureau planned an online event called “Food Agents Take You to Guangdong” centered around Cantonese cuisine culture. 47. An internet celebrity is a person who becomes famous due to a special event or behavior and is followed by a large number of netizens. Examples: Luo Yufeng, Milk Tea Sister, and the “Lanshou Xianggu” man. 48. Internet celebrity economy A fashion expert selects products with his or her own vision and taste, recommends them to a large number of fans, and converts the number of fans into purchasing power. 49. IP has the intellectual property rights of fan base and attention. Example: “Tongdao Dashu” from Tongdao Dashu Culture Company. In terms of brand marketing, Vipshop cooperated with "Tongdao Uncle" to plan the event "Pink Expert Channel Uncle Teaches You 12 Ways to Confess Your Love", combining VR technology and scenario-based interaction to attract users, expose the brand, and drive registration. 50. The chain of contempt is like a food chain. People in it look down on others and are looked down upon by others. Example: TV series contempt chain: British dramas > American dramas > Japanese dramas > Korean dramas > Hong Kong dramas > Taiwanese dramas > Mainland dramas > Thai dramas (for entertainment purposes only) 6. In conclusion, this article summarizes 50 brand marketing concepts, hoping to help everyone understand some basic content, ideas and tools of brand marketing. The segmentation concepts of brand marketing are complex, highly practical, and changeable. Therefore, we must reasonably understand and apply these concepts based on actual conditions to lay a solid foundation for high-quality brand marketing activities . Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @张二狗 by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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