Most brands in the brand awarenes₹♥s and efforts, there are some ★£ brands are trying to ₩λ©do brand trust, and very few brands ca∞Ωn establish a reputation and lo≥←©™yalty, and if you wan¶↔"↑t to make the consumer as the ±$gods of their faith to w€$★•orship, to love, then the diffi culty is imagined.
Some of the new prodδ₽ucts brand, we are aware of, cognitio ₽n, such as Hengda ice spri™♥ng, Wahaha, oxygen rich w∑×≥φater, we even cannot find way to b ♥≠uy, or to not to try;
There are a number of b ♠₹rands that we have been interΩ↕ested in, and we have to buy, but later₽ • also won't go to try, ✔®such as the case of gas orα' some scary chewing gum;
There are a number of bra& ∑↑nds slowly by us to settλ★le down, become our trus>ted brand or product≥σs, such as our regular♠♠< drinking water, often bu¥£$y clothes, etc., we also give him fulβ≤l confidence;
A few brands, we have a number of p↓ raise, we almost do not consider r÷φeplacing the brand, for example, the>©€ most suitable for my cosmetics, such a"ε∑s my faithful love watches, e₽αβtc.;
More very few, we have ★a special significance of the br↕€and planning, we will no₹σ©t consider the replacement of the bra©®nd, we are very concerned abou∑&t their every move, we will π₽×go to the side to recommend, to spread¥ , to share, we even do not hesitate to ↔≈♣maintain the reputation of the €£ brand, and these brands in our vie ×w, is a brand of faith!
The most powerful brand must↔₹ be a spirit, this spirit c•÷an even be strong enough to let consume✔±rs believe, worship, as we woγγrship God do the same≤±→ thing. This is what we say to ∑≤✘•be "brand of religion".
The most powerful brand is the spi§<∏♠rit of!
To build a brand into a ♥✘ε""religion" - like influ©™ence, you need to do t←↑he same as the real religion, witγ<h its own philosophy, faith, spiritual∏γσΩ core, but also to represent∏ the image of the party, a₩✘≠nd so on. We summarize the ab✘→ove contents as the four carriers♠, namely, the image carrier, the orga₩✘∑nization carrier, the mat↓₩erial carrier, the s'↔≥pirit carrier.
Four major carriers oε≠÷f religious brand
The image of God, Jesus, p 㙶riest, carrier, Buddha monk L™£↕ogo, spokesperson, representative patt✔£ern
The church, fellowship, Party$®↔ organizations, activities π, organization, organization, productiδ™on of temple channel marketing From E÷€÷βMKT.com.cn
The Bible, the book of©→ songs, the material carr♣¶₹ier of unique products and packag↕♥€¶ing, competitive price, pro'¥motion
Spiritual carrier of Christia $n doctrine and spirit
The cultural connotation of the brand ♠×♣culture which is the spiritu£♦al resonance of the Zen ₹<γBuddhism and the consumer±s
From the USP competi∞←tion theory, to the br₩£and image, to the posit™Ωioning theory, to the integrated •<marketing theory, to the blue ocea <₩n strategy, the brand marketing ♠✔★theory emerges in enβ≈✘dlessly, but it is "the consumer a≥φ☆¥s the center, the influenc&™γe consumer's mind", thus ach αγieves the sales goal.
Different theoretical sy&&stem, in different times, for≥ ↓ different stages of tδ×™he category, with differ÷¶×ent effects, such as USP in the d≠ γevelopment of the categor÷∑↕ y of growth, through a uniוque selling point of the impact of co₹φ↕nsumer is quite effective; and inσ↓ the category of competition, ←↑≤βthe unique brand image is able $∏to stand out in the competition.
However, an evergreen brand, α₽↓δa century old brand, ★"αit must be a popular, directed at the c£✘©$onsumer's soul bran♦↔d!
The greatest organizatiσ"on in the world might be the Christian.&δ✔ Christians are distribu ↔₽ted in various countries, the Bi←∞★←ble is translated into more than 200↓→↑0 languages, and many moγ∏re. It's hard for us to find •≠φ£a brand that can be compared with it, ←but we can find some®α&↕ more close cases to help us≈↑₩γ understand the brand of religion.
Chinese the greatest mentor of Chairma✘→∞n Mao is non brand. Chairman₽✔ Mao to rely on a st∏≈rong spirit of cohes∏ion, to create a brand of the Chinese C♣↓∞ommunist Party, the spirit of the peo♣☆ple to serve the people,↑®• to achieve the spirit passed to each •©of the Chinese people. In addition, Ch₹←φairman Mao's image σ®≈↔has become a symbol of t ↑he people's Republic of China, t®±≥$he Chinese Communist Party, the C≤™hinese Communist Part✘®y, the Chinese people's Liberφ'↑ation Army constitute an impor♥↕πtant organization carrier, δφλ and Chairman Mao's quotations reach₩≠ed 5000000000 copies, but a♥δlso become the world's lar'®'gest distribution afte☆'β×r the bible.
Coca-Cola has become one of the mos↔αt successful brands ©$>↑in the world. Even if it is in ≠¶>the information technology, the rapiδ≥×d development of IT e&×≈nterprise geometric growth of today, <÷φCoca-Cola also certaβ₽λinly not to become the worl÷≠>↓d's most valuable brand, relyi' ↑πng solely on brand image theory or posi©↔♣☆tioning theory is difficult to e↑↔≥xplain this phenomenon. The classic red∏π, the classic coke bottle has εΩ£been passed so far, Coca-Cola sec♣ret formula is closely guarde₹↑♠ d, Coca-Cola rely on powerful marketi∞ng organizations to sell pr'÷oducts to more than 2¶↕±☆00 countries worldwide, and Co₹™©ca-Cola representatives of theΩ♣→" "classic", "enjoy"α×σ£, "American lif'↓✘♦e" is more infl↑×uential generation and generation of co• &αnsumers.
With religious thinking to create ₽ ≥₩a century brand
Science and technol♠ ogy in the development, mark₹&eting channels with each p♣£assing day, but the conte≈£☆nt is king will never change.π• Although social media continue to >αaffect our lives, changing the way the₩®÷ enterprise marketing, des↓γ>pite the O2O, O2M change our consum•'♥₩ption patterns, to subvert the busine>¥ss operation mode, but we must rem≠>ember that: the more comme←rcial, the heart is impetuous.
Consumers more and more la §δck of external material meet✔ ↕, on the contrary, only closer t↑✘×←o the heart, more clos<σe to the real, in order to really i£♦☆♣mpress consumers, and consumers alon¥λ₩>g the way.
Tissue carrier, material carrier to≤∏↔ meet the needs of consumers±≤↔, functional, service and e↑® xperience, the image π of the carrier can be the most dir÷•ect sensory stimulationπ→ to consumers, and only the spi₽∑ritual carrier
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