Most brands in the brand★★↓≤ awareness and efforts, there are someγ≤ brands are trying to do br'↔and trust, and very few brands can estaφ♦blish a reputation and loyalty, "₹and if you want to make₽≠α↑ the consumer as the gods of their fait•↔×h to worship, to love, then the diffic♣σ ¶ulty is imagined.
Some of the new products brand, we are®πα aware of, cognitionπ α÷, such as Hengda ice spring, Wahah≤ a, oxygen rich water, we even♦ > cannot find way to buy, or to ♦ ¥→not to try;
There are a number of brands that we h&>σ↓ave been interested in,₩ and we have to buy, but la★₩ "ter also won't go to try,☆α≤ such as the case of gas&™λ₹ or some scary chewing gum;
There are a number of£±< brands slowly by us to settle down,α₽✘ become our trusted brand or pπ €roducts, such as our regular drinki€¶≥ng water, often buy clothes, etc., we φα>≠also give him full confidence>α;
A few brands, we have a number of §λΩpraise, we almost do not consider repl©Ω∞↑acing the brand, for example, t∑★$★he most suitable for π≈my cosmetics, such as my•✔ faithful love watches, etc.;
More very few, we have a special €'≤₹significance of the bra∏ >nd planning, we will not consi♠↑ der the replacement of the brand, we ar§φe very concerned about¶∞ their every move, we ✘£∞ will go to the side to recommend, to sp¥ βδread, to share, we even do not hesi ₹tate to maintain the reputa↕£§tion of the brand, and ☆these brands in our view, γ↕∏σis a brand of faith!
The most powerful brand must ≠be a spirit, this sp'↑∑γirit can even be strong enough to let ≤♣'consumers believe, worship, as we w¶÷✘orship God do the same αβ'↑thing. This is what we say to be &quo•↔t;brand of religion".
The most powerful brand is the spiri↑δt of!
To build a brand intα γ∑o a "religion" - liΩ₩ke influence, you need to d♥ ±¥o the same as the real re₽λ∑ligion, with its own phi'♥÷losophy, faith, spiritual core, but al&Ωso to represent the image$↔ of the party, and so on. Weε↕ summarize the above content ÷ s as the four carriers, $ ÷namely, the image carri★ er, the organization carrier, the materΩ≤↑ial carrier, the spirit ↓¥carrier.
Four major carriers of religious brand'÷
The image of God, Jesus, ∏←★priest, carrier, Bud©&•dha monk Logo, spokesperson, re±☆presentative pattern
The church, fellowship, Party ®¥§organizations, activities, orga™÷•δnization, organization, production of 'temple channel marketing Fro★α♦♣m EMKT.com.cn
The Bible, the book×± of songs, the material carrier of un"∑&ique products and packagε₽πing, competitive price, promotion
Spiritual carrier of ≠Christian doctrine and spiritβ
The cultural connotation of the뮧π brand culture which is the☆≤★€ spiritual resonance of the Zen Buddhiαα₹'sm and the consumers
From the USP competiti≠÷πon theory, to the brand iβγ≠mage, to the positioning theor≥♣y, to the integrated marketing theor' ☆y, to the blue ocean strategy, the ÷≠brand marketing theory emerges> ÷ in endlessly, but it is "₹ ;the consumer as the center, th§₩♦φe influence consumer's mind&q→uot;, thus achieves the sale£>s goal.
Different theoretica→§l system, in different ≤'times, for differentε stages of the category, wit♣₩h different effects, sβuch as USP in the development of ©₹the category of growth, t< ' hrough a unique sellin'™€g point of the impact of consumer is ®>→quite effective; and i↕"n the category of compet¥&ition, the unique brand image is able$α to stand out in the competi≥δ★÷tion.
However, an evergreen brand, a centu♣§€¥ry old brand, it must be a "±✘•popular, directed at the consumer≥♣₩'s soul brand!
The greatest organi↕★zation in the world m'™₹ight be the Christian. Christians ¥ €are distributed in various countrγ ies, the Bible is translated i✘ ₩ nto more than 2000 languages, a★↑nd many more. It'<§±✘s hard for us to find a bra♥✔→'nd that can be compared ↓←α with it, but we can find some m§★€ore close cases to help us underst←™φand the brand of religion.
Chinese the greatest mentor ¶≠€of Chairman Mao is non brand. Chairm λan Mao to rely on a strong spγεirit of cohesion, to creat÷≤★e a brand of the Chinese Commun≥£÷₹ist Party, the spirit of the ∞$people to serve the peoplδ∑≥e, to achieve the spirit pa★γssed to each of the Chinese peop≈±©le. In addition, Chairman™♦' Mao's image has become a symbol of the people's®✔ Republic of China, the Chinese Com•<★munist Party, the Chinese Communist Par↕ ÷♠ty, the Chinese people'ελs Liberation Army constitute a☆£n important organizati<∑on carrier, and Chairmanγ≥$" Mao's quotations r₩®eached 5000000000 copies, but also ≥ ∏become the world's larges∑ ↓t distribution after σ$♣÷the bible.
Coca-Cola has become ≤↕one of the most successful brands in βπthe world. Even if it is in the informa•₹tion technology, the r↔♠apid development of IT enterπ prise geometric growth of÷♥≥ today, Coca-Cola also certainly not ≤≠©to become the world's moΩ©"st valuable brand, re±Ω$πlying solely on brand image t heory or positioning ₹λ£theory is difficult to ex ↕plain this phenomenon. The classi≥¶&λc red, the classic coke ✘εbottle has been passed so far, C> ∑oca-Cola secret form•≈ula is closely guarded, CocaΩ δ€-Cola rely on powerful marketing org™αanizations to sell products to mor₽↓e than 200 countries worldwi£¥de, and Coca-Cola representatives of←§α the "classic", &qu↕>®ot;enjoy", "American life&¥®↓εquot; is more influential generation ≈λσ and generation of consumers.
With religious think¶→•ing to create a century brand
Science and technology in the d ↕δ€evelopment, marketing channels with eac↕§γ™h passing day, but the content is✘$♣₹ king will never chan✘∞∑Ωge. Although social media conti↑β≥nue to affect our lives, changΩ±σing the way the enterprise m→"arketing, despite the O2O, O2M c↔☆•↔hange our consumption patterns, to •×✘subvert the business operation modeλ∑₽, but we must remember that: the more c¥ommercial, the heart iαs impetuous.
Consumers more and mo✘↕σre lack of external materia↕★εl meet, on the contrary, ♣₹only closer to the heart, more close t★o the real, in order toδ✘δ really impress cons€♥☆umers, and consumers alon₩↑g the way.
Tissue carrier, mate♥¥© rial carrier to meet &&the needs of consumers, functiona <l, service and experience, the∞Ω image of the carrier can be th♥<↓e most direct sensory stimul≠ α€ation to consumers, and on ♠☆©ly the spiritual carrier
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