Five Main Ways To Build Brand Image

　　 Five main ways to build brand image

1. Strengthen brand management

strengthen brand Management first requires senior leaders of the enterprise to ask the brand question in person Image building As a priority issue of the enterprise, as a strategic issue of enterprise development, we should focus on brand image building like product quality. This is more conducive to combining the brand image and corporate vision with the business philosophy, or reflecting the corporate vision and business philosophy on the brand image. Secondly, it is necessary to establish brand awareness of all employees, so that employees can share brand knowledge, be familiar with brand identity, understand brand concept and express their own brand image. When employees understand the importance of building a brand image, they will have a sense of responsibility and mission, thus forming cohesion and combat effectiveness. Another core issue of strengthening brand management is to establish a unique concept system and operating mechanism within the enterprise, establish a scientific organizational structure and strict rules and regulations, which is the organizational guarantee for implementing brand management. Finally, because the process of brand image building is long and there are many links, people, things and things inside and outside the enterprise should be included. It is a three-dimensional, multi-dimensional, dynamic and complex social system project, which requires full process brand management.

2. Attach importance to products and services quality

Quality is the cornerstone of a brand. The most obvious feature of all strong brands is their excellent quality. A public opinion survey shows that 90.6% of Chinese people believe that famous brands are "good product quality".

Rolls Royce is recognized as the best car in the world and the crown of famous brand cars. It can be said that no one doubts this. So, how about its quality? Every Rolls Royce is a work of art that has been meticulously carved. It strives for perfection without regard to cost and timeliness. When ordinary cars are produced, they can be delivered after leaving the production line and the factory door. Even a luxury car like Cadillac can only be tested for 4 hours. For every Rolls Royce car, the commissioning and test run will take 14 days. Today's Rolls Royce, no matter what kind of car, runs at the speed of 100 kilometers per hour, the silver coins placed on the water tank can not be shaken down for a long time; Sitting in the car, there is no sound of the motor, only the sound of the clock pointer moving in the car. Rolls Royce has become a world famous brand because of its super first-class product quality and service quality.

In terms of quality, enterprises should always be ahead of market demand and consumers. In order to improve the quality of products and services, enterprises should establish a perfect quality assurance system. The quality certification conducted by Chinese enterprises in recent years is part of this work. A perfect quality assurance system will strengthen the brand image and form a good brand reputation.

3. Attach importance to brand positioning

Since brand positioning is an action to make the brand occupy a unique and valuable position in the public's mind, that is, to outline the brand image, we can imagine how much the brand positioning affects the brand image. Brand positioning is too high, too low, vague or conflicting. We can take Nestle Coffee as an example to illustrate the significance of brand positioning in shaping brand image.

Nestafe is the largest food company in the world and the largest enterprise in Switzerland. It was founded by Henri Nestle, a scholar type food technician in Switzerland, in 1867. Nestle takes its own name "Nestle" as the brand name of its products, and the bird's nest pattern as the trademark pattern.

"Nestle" means "settle down comfortably" and "snuggle up" in English. Because of the specific meaning of its name, it is naturally associated with Nest, which has the same root in English. With Nestle pattern as the brand pattern, people will think of babies to be fed, loving mothers and healthy and nutritious Nestle products. The name and graphics of Nestle brand closely match, which shows great difference and uniqueness in general. It is close to life and consumers, which makes people have many associations. Nestle brand fully meets the basic requirements of brand positioning, fully reflecting the specific functional positioning and emotional positioning. The essence of functional positioning is to highlight the new value of commodities, emphasize the differences and advantages with similar commodities, and bring consumers value-added benefits. Nestle milk powder and coffee (global brand network) have the connotation and quality of "Nestle", bringing healthy growth after infant feeding and comfort and comfort to many consumers. Emotional positioning highlights the symbolic meaning of products to consumers, and uses it to arouse consumers' sympathy, trust and love, so that consumers can resonate with it. The emotion and image injected by Nestle brand name and graphics has established a good brand image.

4. Optimize brand design

The design of brand name, logo and package is the only way and effective way to highlight brand personality, improve brand awareness and reflect the beauty of brand form, and is an essential step to build brand image. It is not only necessary to plan and design the elements of brand identity carefully, but also to coordinate and match the elements to form a complete brand identity system and produce the best design effect.

Kodak is the largest photographic equipment company in the world. In brand logo design, the prominent initial letter "K" echoes the name "KODAK", and uses red characters on a yellow background to create a strong comparison, producing good information dissemination and visual recognition effects. The logo highlights a "K" character, which is striking, strong and simple, and has strong uniqueness and significance through body modification. The word "K" itself is full of charm, giving people an upward and forward hint, and has played a role in encouraging consumers. It is such a brand logo with distinctive personality, unique style, originality and recognition that has made indelible contributions to the establishment of Kodak brand image.

5. Pay attention to the public and do a good job in public relations and advertising

For brands, PR and advertising are like two wings of a bird and two wheels of a car. Their importance is self-evident. The brand image should ultimately be established in the eyes of the public, and ultimately depends on the brand's own popularity, reputation, and the public's trust and loyalty to the brand. Therefore, all the work of brand image building, including public relations and advertising, should face the public, take the public as the core, and attach great importance to the public response. For example, many strong brands are good at making use of public relations to win the favor and trust of the public. Of course, the public relations campaign should be good at grasping consumers' psychology, otherwise it will backfire. On June 7, 1992, the three masted speedboat Spirit of Hennessy arrived at Shanghai Huangpu Port, marking the prelude of Hennessy's PR promotion activities in China. Then, the company established the image of a cultural communicator by holding Hennessy Painting Exhibition, Hennessy Cinema and various cultural awards, thus successfully entering the Chinese market.

The above five aspects are far from the whole work of brand image building. For example, technology is the guide of brand, culture is the soul of brand, and innovation is the vitality of brand. Brand image model And the formation of charm is by no means an overnight effort, which requires long-term accumulation and substantial investment. But as long as the method is correct and the long-term unremitting efforts are made, there will certainly be fruitful returns.