Hottest perfume brand and packaging decision I

Perfume brand and packaging decision-making (I)

section 1 basic concepts of brand and trademark

1. The meaning of brand

1. What is brand

the best way to distinguish professional marketers may be to see whether they have the ability to create, maintain, protect and expand the brand. The American Marketing Association defines brand as follows

a brand is a name, term, mark, symbol or design, or a combination of them

I sincerely hope that the control system of the experimental machine will be more perfect in the future! Purpose: to identify the products or services of a seller and distinguish them from those of competitors

six levels of meaning expressed by a brand:

attributes: a brand first brings specific attributes to people. For example, Mercedes has shown the vigorous development of expensive and excellent automotive non-metallic materials, excellent workmanship, durability, high reputation, high resale price, fast, and so on. Companies can use one or more of these attributes for advertising. For many years, Mercedes' advertising slogan is: "its engineering quality is unmatched by other cars in the world." This is the positioning program carefully designed to show other attributes of the car

benefits: a brand is not limited to a set of attributes. Customers are not buying attributes, they are buying benefits. Attributes need to be translated into functional or (and) emotional benefits. Attribute durability can be translated into functional benefits: "this car helps me reflect the importance and envy." Attribute excellent manufacturing can be translated into functional and emotional benefits at the same time: "in case of a traffic accident, I am also safe."

value: the brand also embodies some sense of value of the manufacturer. For example, Mercedes embodies high performance, safety, prestige, and so on. The brand marketer must speculate on the specific car purchasing groups looking for these values

culture: the brand may have additional symbols of a certain culture. Mercedes means German Culture: organized, efficient and high-quality

personality: a brand represents a certain personality. If the brand is a person, an animal or a target, what will come to mind? Mercedes can remind people of a boss (human), a powerful lion (animal) or a simple Palace (object). Sometimes, it can express the personality of an actual celebrity or speaker

users: the brand also reflects which kind of consumers buy or use this product. When we see a young female secretary driving Mercedes, we will be surprised. What we would like to see is a president sitting behind the car. In fact, the value, culture and personality expressed by products can be reflected on users

if a company regards brand as only a name and can design and manufacture special test instruments for you, it will ignore the key points of content. The challenge of brand is to develop the meaning of brand in depth. A brand can be seen in all six meanings, and we call it deep meaning brand; The opposite is superficial brand. Mercedes is a profound brand, because we understand its meaning in all six aspects; Audi is a little shallow, because it is impossible to easily grasp its specific interests, personality and user image

after clarifying the six meanings of the brand, marketers must decide how to lock in the identification of the brand. One of the mistakes is to promote brand attributes only. First, buyers are interested in brand benefits rather than attributes. Second, competitors will easily replicate these attributes. Third, the current brand attributes may be worthless in the future. Damaging a brand often starts with those special attributes

even one or several benefits of promoting a brand include risks. Assuming that Mercedes touts its main interest as "high performance", and assuming that several competitive brands reflect the same or higher performance, or assuming that car buyers begin to think that high performance is less important than other interests, Mercedes should have greater freedom to adjust its new interest positioning

the most lasting meaning of a brand should be its value, culture and personality, which determine the basis of the brand. Mercedes expressed "high technology, performance, success" and so on. This is the brand strategy that Mercedes must adopt. If Mercedes' name is sold cheaply in the market, it can be equipped with bending centers of different diameters, which is wrong. Because this dilutes the values and personality that Mercedes has established over the years

2. Brand name

brand refers to the part of the brand that can be called in language

3. Brand logo

brand logo refers to the part of the brand that can be recognized but cannot be called in language

4. Trademark

refers to the registered brand or part of the brand that is protected by law

5. Branding

all business activities in which enterprises stipulate brand names and brand marks for their products and register with the relevant competent government departments

II. The function and function of the brand

it is analyzed from three aspects: the buyer, the seller and the society:

(I) benefits to the buyer

1. The brand represents a certain quality and characteristics of the product, which is convenient for buyers to choose and improve shopping efficiency

2. Brand can protect the interests of buyers, facilitate the supervision of product quality by relevant departments, and facilitate the tracing of quality problems

(II) benefits to the seller

1. The brand is convenient for the seller to operate and manage. For example, when advertising and signing sales contracts, brands are needed to simplify transaction procedures

2. Registered trademarks are protected by law and are exclusive

3. The brand can establish a stable customer base, attract those consumers with brand loyalty, and keep the sales volume of the enterprise stable

4. Brand is conducive to market segmentation and positioning. Enterprises can establish different brands according to the requirements of different market segments, and invest in different market segments with different brands

5. A good brand helps to establish a good corporate image.

(III) benefits to the whole society

1. Brand can promote the continuous improvement of product quality. Since buyers buy goods by brand, producers cannot ignore the reputation of the brand and strengthen quality management, so as to generally improve the quality of products in the market

2. Brand can strengthen the innovative spirit of society and encourage producers to innovate constantly in competition, so as to make products on the market colorful and changing with each passing day

3. The exclusive right of trademark can protect the fair competition among enterprises, make the circulation of goods orderly, and promote the healthy development of the whole social economy