What Is a Status Brand?

Brand concept refers to the concept that can attract consumers and establish brand loyalty, which in turn creates a brand (and market) advantage for customers. The brand concept should include core concepts and extended concepts.

Brand concept

The concept of brand is to attract consumers and build

Product branding is inseparable from the specific work of marketing, including understanding market conditions, finding out product concepts and brand concepts, and being supported by marketing expenses.

Personal branding is born out of product brand claims, so there are many similarities between the two. However, since the ultimate brand of an individual brand is an individual with distinctive characteristics such as thought, character, and action, it is quite different from the physical entity that a product brand points to as a stationary product.

1. From the perspective of the brand's orientation: the person who embodies the personal brand is a person; the person who embodies a product brand is a thing. Personal brands appear to create more attractive, well-known and industry-influential individuals, so there is no doubt that the direction behind them is a specific person, such as CCTV's well-known host Li Yong; product brands are intended to promote a certain The packaging results of similar products should reflect a certain type of products, such as the famous brand column created by Li Yong and his team-"Dream China".

2. From the perspective of brand personality: The personality of a personal brand is based on a natural and natural foundation. For example, Li Yong's hosting style is expressed from his own personality characteristics. His language and gestures are all It belongs to "Li Yongshi"; the personality of the product brand is packaged according to the needs of the target market. For example, the main creator found that TV viewers are welcome to super-women-style popular entertainment programs. It has selected the nationwide elections and broadcasted the entire election process in various regions of the country. Inviting experts and well-known singers to comment on the spot and the audience to vote, created the greatest publicity effect, and also formed the unique column style of China.

3. From the perspective of brand development: The development of personal brands is designed based on the specific conditions of people. For example, a host can only jump and switch between radio and television stations, but rarely can do it with market prospects but himself But incompetent tasks, such as personal branding in real estate and software research and development; the development of product brands is adjusted according to market changes. For example, the brand of Master Kong started with instant noodles, but as the market needs They also introduced Master Kong pastries, Master Kong mineral water, Master Kong tea beverage series, and so on, all with good market performance.

4. From the endorsement of the brand: the personal brand has the characteristics of directly endorsing itself, such as the appearance of Zhou Xingchi, his style, his manners, and his expression is to show his own personal brand; product brands are People or other things are needed to endorse. Although the product itself is used for publicity, although it is sometimes seen, it is better to use people to endorse (especially stars). For example, for platinum jewelry, please ask the film star Zhang Manyu to speak. The temperament interprets the connotation of the product, and the advertising effect is extraordinary.

5. From the perspective of the commercialization of the brand: the establishment of a personal brand may not be for the purpose of profit. It can be commercialized or not. For example, Lu Xun's original intention was not to make much money, but to save the country. It was medical at first. Salvation of the country, and later the literary salvation of the country because of changes in ideas, ultimately shaped the great image of a national soul, but strictly speaking, it has not been commercialized, and its reputation in the literary world has followed. However, the establishment of a product brand must be for profit. By expanding the popularity of the product and allowing more target groups to use and consume it, commercialization is necessary.

6, from the perspective of the brand's life cycle: Personal brands are designed to show personal charm, expand visibility and industry prestige. Once formed, especially the personal brand influence that naturally takes root in people's hearts, its vitality can be said to be eternal. For example, although Confucius has experienced historical changes and ups and downs, the brand's vitality displayed in the end is undiminished, and it is always a very important and representative branch of the traditional Chinese culture. The product brand is designed for its market needs. In addition, the fate of an enterprise is limited by its own internal operating mechanism and many factors that change the external social environment. Therefore, the product brand of an enterprise usually does not last for a long time. This is consumption. The characteristics of those who seek newness and change are justified.

Most of the so-called centuries-old names are no longer in full bloom or left their names in vain.