Brand operation unspoken rules

Author: Zeng Zhaohui
Publisher:
Publish Date: 2005-07-01
Features:
Zeng Zhaohui's Practical Theory - The Chain Theory: All brand communication and promotion must revolve around a core concept. Because a brand's individual advertising, promotions, PR, sponsorships, and other activities, if not tied together by a unified theme, are at best just pearls. Only by stringing all communication efforts together with a single thread can a dazzling necklace be formed. The value of pearls and necklaces is incomparable.
The Fruit Tree Theory: If a brand is likened to a fruit tree, products are the fruits on the tree. If a consumer picks a fruit from a brand tree and finds it sweet, they will also believe that other fruits from the same tree are sweet. Therefore, companies must strive to build their own brands. Once the brand succeeds, new products can be launched, simply labeled with the variety name.
The Flowing Water Theory: As the saying goes, "Iron camps, flowing soldiers." Here, the iron camp refers to the brand, and the flowing soldiers refer to the products. Only when products constantly flow can the brand remain vibrant.
The Brand Personification Theory: Brands are like people, and people are like brands. The simplest way to understand a brand is to treat it as a person. People have personalities, brands have character; people have personalities, brands have individuality; people have thoughts, brands have depth; people have faces, brands have images; people can get sick, brands face crises, and also need regular check-ups.
The Button Theory: Conducting brand diagnosis and research is like buttoning a shirt—button one wrong, and the rest will follow. This book first clearly proposes the "Brand Pyramid" theory, pointing out that "brands must not only enter the pyramid in the market but also enter the pyramid in consumers' minds and become the brand at the top of the pyramid." How can a brand break through the mysterious pyramid maze and achieve upgrade? The author draws on hundreds of vivid cases to summarize the underlying rules that must be followed to change the competitive landscape of brands, such as the "brand preservation law," "unification law," "individuality law," and more.