Diagnosis: Decoding Real Cases of Brand Diagnosis

Author: Zeng Zhaohui
Publisher:
Publish Date: 2005-08-01
Features: The brand communication and promotion of the necklace theory must revolve around a core. Because a brand's individual advertisements, promotions, PR, sponsorships, and other activities, if not tied together by a unified theme, no matter how well they are executed, are at best just a single pearl. Only by threading all communication efforts together with a single main thread can a sparkling necklace be formed. The value of pearls and necklaces is incomparable.
The fruit tree theory regards a brand as a fruit tree, and 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 is successful, new products can be launched as long as they are labeled with the brand.
The flow theory: We often say, "Iron camps, flowing soldiers." Here, "iron camps" represent the brand, and "flowing soldiers" represent the products. Only when products keep flowing can the brand remain vibrant.
Brand personification theory: A brand is a person, and a person is a brand. Treating a brand as a person is the simplest way to understand it. People have personalities, and brands have character; people have personalities, and brands have individuality; people have thoughts, and brands have depth; people have faces, and brands have images; people get sick, and brands face crises, requiring regular check-ups.
The button theory: Conducting brand diagnosis and research is like buttoning a shirt. If one button is placed incorrectly, the rest will follow suit. Just as people get sick, brands encounter various problems during their growth. These issues often arise subtly, accumulate over time, and are not easily noticed. Before long, the brand may reach a late stage, and its precious life is ruthlessly taken away. Therefore, it is particularly necessary to regularly diagnose brands to prevent problems before they occur.
The author of this book shares their professional experience in explaining the operational strategies and practical skills of brand diagnosis. For the first time, they reveal their personally prepared diagnostic proposals, which is also the first time a professional consulting company has disclosed its previously confidential internal proposals. After reading this book, you too can become a diagnostic expert.