Under today's consumption wave, the public is becoming more and more savvy. Any product you buy is definitely not guided by the thinking of "what to buy when you see it", and of course it is not because the brand has put more advertisements, but A consumption decision made based on a sense of identity may be recognition of its cost-effectiveness, or recognition of its product quality, or recognition of its brand tonality. The role of identity in promoting consumption decisions is being strengthened layer by layer. In the classic theory, the brand actually has two core values, one is called quality assurance, and the other is called personality identity. In other words, what consumers consume is not only the functional attributes of the product, but also the projection of personal emotions. Therefore, why is Dr. Lilac popular because the public agrees with its trust and endorsement; why Hupu is popular because straight men agree with its community atmosphere; why are public accounts such as
Sanbiao Longmenzhen and Xiaosheng Bibi popular because fans agree with it content marketing, even knowing it's an advert. The output form of the brand in the market is the product, and the sense of identity can effectively strengthen the effect and dissemination of the product. Although the product is not a living thing, its attributes and effects are also fixed, but as long as there is a sense of identity, it is already higher than other Bulk SMS Service brand products. A big chunk. Consumer recognition is a bonus item. When you and other homogeneous products are on the same starting line in terms of effect attributes, brand recognition has helped you form a hundred reasons to buy, buy, buy in the minds of the consumer audience. The core asset of a brand is the value recognition behind it For the public, Disney's value recognition lies in the best amusement park experience, Rolls-Royce corresponds to high-end and luxury, Haidilao corresponds to extreme service, and Harley-Davidson corresponds to the wild spirit. Different brands have formed different value identities, and different value identities have formed a group of core consumers, which are the most important intangible assets of brands. If the service quality of Haidilao falls to the level of the same industry one day, and its proud features no longer exist, then a large number of fans will turn around and leave.
In the long process of operation, the brand continues to export its corporate image through various public relations activities, and finally has a relatively fixed cognition in the hearts of the audience, and brand cognition is also an integral part of positioning. But "cognition" does not mean "identification". On top of brand awareness, it is necessary to form identification. It is necessary to make the general public agree with a certain aspect of your brand (product) in order to really boost sales. For example, the public's perception of Pinduoduo is low price, but low price may not be recognized. What can really be recognized is "low price + high quality". Only when a brand has a core value recognition in the market can it truly be based on the hearts of consumers and firmly occupy the minds of consumers. When consumers face consumption decisions, those brands that are recognized will always be the first to do so. Jump out, be the first choice, be favored. The user's recognition of the brand is the foundation of the "fan economy" In the Steve Jobs era, many Apple fans were called "fruit fans". Because of its revolutionary products and self-contained concept system, Apple's electronic wave swept the world. Apple's industrial aesthetic brings not only a superior visual experience, but also the personal charisma of the fan-obsessed founder,