Strongest Brand

Author: Yang Qingshan
Publisher:
Publish Date: 2005-06-01
Features: Without a doubt, life needs a strong brand, the market needs a strong brand, and businesses need a strong brand. A strong brand indicates that we have entered a strong market environment, and the relentless pursuit of businesses is strength and goodness. Technology liberates productivity, and brands liberate the market. The core competitiveness of a business comes from technological power, capital power, decision-making power, and brand power. For businesses, without a brand, there is nothing. Without a strong brand, there is no goodness. Businesses know that building a brand requires advertising, but advertising doesn’t always guarantee a successful brand. Businesses are also aware that selling products requires advertising, but advertising doesn’t always lead to sales. The reason for this awkward outcome is often due to poor advertising imagery. To establish an advertising communication image, there are two methods: one is to choose major media for advertising; the second is to make large-scale investments in advertising. As for the image of the advertisement itself, it is determined by creativity and production, but this doesn’t seem to be the most important factor. To enable businesses to carry out rapid and effective market promotion, the simplest method is to make "Ogilvy cry." Advertising master Ogilvy was the one who most advocated that advertising should serve the "brand image," so he hated poorly executed ads the most. But what he found helpless was that these ads actually had potential. Therefore, he said, "What angers me the most is that bad ads are still effective." So, why are bad ads still effective? The reason is simple: businesses have made large investments in bad ads, and these investments have been made on major media. "A lie repeated a thousand times becomes the truth"—this is the truth of advertising. Naturally, even the worst ads can achieve miracles under relentless bombardment. If we use a formula to represent "Ogilvy crying," it is: "Poor ads + large investments = unexpected success." This result can only make TV stations laugh, but make advertisers cry. Technology liberates productivity, and brands liberate the market. This book introduces the "integrated brand marketing" model for brand operations in the 21st century, which includes the "brand image recognition system," the "brand promotion and operation system," and the "brand management control system." It proposes a series of market "growth factors" and market coordinate analysis models, as well as brand operation concepts such as the "brand energy law," the "overall standard for strong brands," the "brand image consistency principle," the "simple law of brand building," the "brand image rice grain corner," and the "growth law of luxury brands." Through numerous market cases, it vividly illustrates the basic laws of brands. The book covers many research findings on brands, which can provide businesses with clear direction and necessary guidance in building strong brands.