Why are the world s well known big brands still sparing no effort in advertising?

The most critical role of the brand is to create a diverse connection between the product and the target group

The clothing, shoes and hats industry is already a very old industry, and the technical barriers to production from the perspective of enterprise competition are basically very low. Nike's main production bases are concentrated in the southern coast of China, as well as Vietnam in Southeast Asia.

Functionally inadequate, the competition for the market spreads from the physical realm to the human brain, which is only six feet wide.

The goal of Brand is to make a direct connection between the original idea and the product in the consumer's mind.

For example:"nike"A series of advertisements are shown to be strong"Competition","Self-esteem","Fighting"...They are the most powerful needs and desires of human beings, and the conspiracy of advertising is that when consumers have these ideas, they will immediately associate them with the brand and its products.

Build consumer loyalty to your brand.

Stabilize market share.

You may be able to see a significant difference between the ads made by Nike and adidas and the ads made by Li Ning.

The former describes the brand and the latter describes the product.

This is determined by how far the brand has evolved.

I also want to know why, and I'll pay attention to it too.

Oh, there are many, here are a few examples for you:

Harbin Pharmaceutical Group (there are many kinds of products, such as Blue Bottle Oral Liquid); Brain platinum; Moutai Platinum Liquor; white plus black cold medicine; 999 cold granules.

Yanghe wine (classic blue); Shenzhou line (I see the line); Actually House (I only come to Actually House); Qingyang anti-dandruff shampoo (small s

Eat more (you eat more); Dabao skin care brand (although it has not been well-known in the past two years, it is undeniable that the Dabao Tiantianjian advertisement of that year has made great contributions to its sales myth); Youngor**; groom's suit; Chinese suits; Seven Brand**; Shandong Lanxiang Technical School (the originator and myth of technical school advertising); Northern Auto Repair; New Oriental.

computer schools; And so on and so forth.

Imagine if these brands were not so famous and deeply rooted in the hearts of the people without overwhelming brand promotion?

"Advertising is the breath of a brand".

World-class brands advertise everywhere so that even hermits hiding in the mountains and forests can know: look at how strong my breathing is, see how much lung capacity I have, I am the healthiest and longest-lived brand that you can trust.

It is precisely because of this incomprehensibility that Jianlibao in its heyday thought that it was already famous all over the world, and it was a waste to spend money on advertising itself. So, complacently, a large sum of money was left. But the public can't see the ads and think you're not breathing.

The advertisement was gone, and then the Jianlibao brand was really gone.

Advertising is the breath of a business, and the more the air is thin, the more you should try to take a big breath. This is not only good for their own survival, but also helps to show their strength without a fight - the more crisis the economic situation, the more companies should show their vitality through advertising and other promotional tools.

Lao Gan Ma is honest, I have never seen Lao Gan Ma's advertisement on TV or any social platform, it can become popular because of its own unique taste, good quality and low price.

Nowadays, the old godmother has gone abroad and become the pride of the Chinese, in other words, it is still the old godmother of our country is cheap.

zara is a relatively well-known ** big guy brand, and it is also a brand that is widely loved by female compatriots, and it is famous for its clothing, comfortable wearing, exquisite design, and moderation, the key is to never advertise, so you have to ask the well-known brand zara that never advertises.

I think there's an advertising brand that's well, that Pechoin's, I think Pechoin is a pure natural herb, and then he looks better, and then I didn't find any advertising for him, but it's good for the human body.

That reminds me of a brand of cars: Ferrari, a magical brand that never advertises. But sales are particularly high, and Shell is his advertisement.

That's what the greatest brands in the automotive industry can do for you, everybody wants to own one, but if you weren't born with one, it's hard to have one in the future.

There are very few well-known brands that never advertise, maybe Haidilao is one, and Lao Gan Ma is also one. Anyway, I've never seen these two brands advertised online or on TV. Basically, they've been built up over time and word of mouth.

I feel that our Zhu Lao Liu bean curd and stinky tofu are a well-known brand that is never advertised, and the food of this brand is really delicious, and we often buy it! But I've never seen her advertise in any form, it's really a good product that speaks with strength!

Lao Gan Ma, anyway, I rarely see Lao Gan Ma's advertisements, but it's more and more popular for the chili sauce of this product, even I, a person who never goes to the kitchen, I know that there is such a thing, and I often eat it, and I feel that it tastes very good.

The reason why Tantan Township and Guan's food are deeply impressed by these two is because after graduation, they often eat in the company and at home, and the company's meals are average, so if you don't want to order takeout, you go to the restaurant to get some food and come back to mix some food to eat. Occasionally cook noodles at home to eat, if there is no other seasoning, you will put some green vegetables and eggs and then mix some Tantan Township chili sauce, these two major supermarkets are sold, but there is really no advertising.

Differences between traditional advertising and Internet advertising:

Traditional advertising is divided into hard and soft advertising, and Internet advertising has a similar distinction. All CCPC paid advertisements are hard broad, while some sponsored activities, film and television placements, and KOL hype mostly belong to soft advertising. Compared with these similarities, it is more reflected in the differences.

There are brand and non-brand types of Internet advertising. For example, Moments ads, news app opening screen ads (corresponding to the PC homepage pop-up window), ** front stickers, etc., but more of them have non-brand ads based on CPC payment. Traditional advertising is almost always brand advertising, and all of them adopt a package charging model.

Traditional advertising is much better than Internet advertising. Due to the limitations of Internet terminals, whether it is a PC or a mobile phone, its display area is small, which is far less than the visual impact of traditional advertising, so it cannot leave a deep impression in the hearts of users. Like TV commercials, sound effects and animation effects make it easier for users to remember the brand.

As Jiang Nanchun, CEO of Focus Media, often says, "Online advertising is active, offline advertising is passive", such as elevator advertising, you have to watch; For online advertising, users can opt-in to it.

Some people say that traditional advertising is faster and reaches a wider audience. This needs to be doubted, in fact, through Internet brand advertising, such as WeChat Moments, the four major portals and today's headlines and other APP opening screens, iQiyi Youtu Tencent** front post, can almost cover the mainstream users in China, not inferior to any traditional advertising combination. The key is that traditional ads are better displayed and easier for users to remember you, so as to quickly occupy the minds of users.

Returning to the headline, when we find that more well-known brands are running traditional ads, it is precisely because they pay more attention to brand building and hope to further occupy the minds of users. And this kind of appeal, there is a hard push similar to the second-hand car of Guazi, and it is hoped that in the hearts of users, the second-hand car and the second-hand car of Guazi will be equated, that is, the melon seed is a second-hand car. There are also soft expressions similar to Jingdong Baitiao, hoping that in the hearts of young people, Jingdong Baitiao is young, struggling, aggressive, and a representative of quality life.

Either way, it's all about building a brand that makes users remember you and fall in love with you.

No matter how good a friend is, if you don't contact you for a long time, you will be estranged, let alone brands and consumers?

For example, you like to drink Coca-Cola, but Coca-Cola has recently had a brain drain and decided not to advertise. So the Coke commercials you see every day are Pepsi, and after a while, do you think Pepsi is more intimate?

For another example, Jianlibao used to be a well-known brand, right? But how many people still remember it, which has not appeared for so many years? The current post-00s don't know what this is, right?

Even if it appears on the supermarket shelves with Coca-Cola, the post-00s generation will not choose it.

So, if Coca-Cola doesn't advertise for 10 years, will it be forgotten?

In addition, the market is constantly changing, consumer preferences are constantly changing, and brands need to constantly adjust their image, so how can the new image be conveyed to consumers? That, of course, is advertising. If Apple has never advertised since 2011, then for many people, the impression of Apple may still stay on the three-dimensional logo.

In short, advertising is necessary for manufacturers, it will always remind you of the existence of a certain brand and influence your choice.