Brand Success: Revealing the Secrets to Brand Success

Author: Li Hong
Publisher:
Publish Date: 2005-06-01
Features: Simple and easy for everyone to understand business management theory; Quick, solving enterprise strategic problems in just two days; Happy stories – a fun and engaging learning approach; Practical, using the wisdom of the Chinese to solve problems in Chinese enterprises. Our goal is to turn "mice into Mickey Mouse." "Mice" refer to ordinary products, which are abundant but not necessarily liked by people. However, Mickey Mouse is different. Although they are both mice, he can bring people joy and earn their love – Mickey Mouse is a brand. An enterprise may have enough financial resources, but it doesn’t necessarily mean it can create a brand. The foundation of a brand is trust. An enterprise can proceed step by step, one customer at a time, one store at a time, or one market at a time. In reality, this is also the best way to build trust among customers. We live in a "seeing is believing" world, and people don’t easily trust the promises of individuals or institutions. Therefore, (to build its own brand), it is important for an enterprise to show people what it has already done and what it is currently doing, rather than what it says it intends to do. The essence of an enterprise’s brand strategy is through a series of efforts by the enterprise to establish a positive corporate image in the minds of customers, gaining their recognition and loyalty to the product and the enterprise. This book follows the principles of simplicity and practicality, transforming complex brand strategy theory into three steps. The "Three-Step Symphony" summarizes the three stages of the brand-building process: The first stage focuses on information dissemination and increasing awareness, making consumers aware of the enterprise’s brand. This is just the basic step; the second stage is based on the enterprise’s products or services, establishing trust in the brand through enhancing customer satisfaction; the third stage is the highest stage of brand building, where the enterprise, through its actions, builds an emotional relationship between the brand and customers, gaining their cultural identity. Once customers begin to appreciate the enterprise’s brand, it means the brand has successfully taken root in their hearts—they can not only become loyal customers but also become supporters of the brand anders of its value. Brand building is a long-term accumulation process, requiring both scientific and reasonable strategic planning and continuous efforts from the enterprise’s management to achieve.