What is the role of brand in corporate consumption, and what role does brand play in marketing enter

Brand is a kind of reliance for marketers, and it can also be said to be a kind of carrier. For example, if your product features are convenient, durable, and practical, if you don't have a brand, others can only say you"That thing"Convenient, durable, practical. And after you have a brand, like your brand name"Yi Jia"Others can say it"Yi Jia"Convenient, durable, practical.

The brand carries the characteristics of your products, and of course, the brand also includes your business methods, sales methods and other corporate culture.

For consumers, it is a basis. Something with a brand is always more formal than something without a brand, or something that has a so-called"A sense of security"There is a more biased saying that it can be said that consumers buy yours has"Brands"products, even if they know you and know your thing, if the quality of your thing is not good, he will remember your brand and will not buy you in the future; If your quality is good, I will look for you in the future. This is to say as a basis.

1. Identification function. Brands can help consumers identify the basic elements of the brand, such as the manufacturer and origin, so as to distinguish them from similar products.

2. Shopping guide function. Brands can help consumers quickly find what they need, reducing the time and effort they spend in the search process.

3. Reduce the risk of purchase function. Consumers want to buy the products they want, and at the same time, they want to be recognized by the people around them. Choosing a reputable brand can help reduce mental and monetary risks.

4. Contract function. The brand is to provide consumers with stable and high-quality products and services, and consumers return the manufacturer with long-term loyal purchases, and the two parties finally form a contractual relationship of mutual trust through the brand.

5. Personality display function. After years of development, brands can accumulate unique personalities and rich connotations, and consumers can express themselves by buying brands that match their personality and temperament.

Brand is the intangible asset of the enterprise, the reason why the brand can bring value to the enterprise is because the brand can bring value to consumers, the brand exists in the hearts of every consumer, it is "a small box that can be recalled in the minds of consumers", different consumers have different experiences of a brand, and the brand seems to be a vague and undeconstructed concept for people.

Consumers play a role in the ecosystem to speed up the flow of energy and the cycle of matter.

The role of consumers is to carry out the transmission of energy, material exchange and information transmission, promote the cycle and development of the entire ecosystem, and maintain the stability of the ecosystem. The role of the dissipation or fee: It plays an important role in accelerating the material bridging cycle of the ecosystem, pollinating plants and dispersing seeds.

Through the study of consumer behavior, the brand development strategy is formulated on the basis of understanding the popularity, purchase and usage rate, loyalty, conversion rate, reputation and other indicators of each brand, and understanding the image of each brand in the minds of consumers, status and evaluation, as well as the image of product categories and brand users. Biologically, consumers are also a biome in nature, and heterotrophic organisms, including herbivores and carnivores, are called consumers.

Consumer Profile

Unlike producers and sellers, the consumer must be the end user of the products and services rather than the producer or operator. That is, he or she buys goods primarily for personal or family needs rather than for business or sale, which is one of the most essential characteristics of a consumer.

As a consumer, the content of his consumption activities includes not only the purchase and use of products for personal and family life needs, but also the acceptance of services provided by others for personal and family life needs. However, whether it is the purchase and use of goods or the receipt of services, the purpose is only to meet the needs of individuals and families, not the needs of production and business.

The above content is referenced from Encyclopedia-Consumer.

The role of the brand is mainly reflected in the two aspects of the enterprise and the consumer, which is briefly elaborated as follows:

1) The important role of brand in marketing enterprises.

First, the brand helps to promote product sales and establish a good social image of the enterprise.

Second, the brand is conducive to protecting the legitimate rights and interests of the brand owner.

Third, the brand is conducive to restraining the bad behavior of enterprises, urging enterprises to focus on the interests of consumers, society and their own long-term interests, and standardize their own marketing behavior.

Fourth, branding helps to expand the product portfolio. For example, after the successful launch of the Haier refrigerator by China's Haier Group, it has successfully launched new products such as washing machines and televisions using the brand and its graphic features.

2) The role of the brand to consumers.

First, the brand makes it easy for consumers to identify and identify the products they need, which helps consumers to choose products.

Second, the brand is conducive to safeguarding the interests of consumers.

Third, the brand is conducive to promoting product improvement, which ultimately benefits consumers.

(1) It is beneficial for consumers to clearly find the manufacturer and origin of the product they want to choose when facing a dazzling array of goods, and better identify the goods.

3) Consumers choose brands are also rights and interests, and good brands often have relatively perfect after-sales service. Choosing branded products can also avoid being deceived to the greatest extent, so that consumers can reduce mental and economic risks.

4) The brand is also a guarantee for consumers to provide high-quality products and services, if consumers trust a brand, they will also buy the brand's products for a long time, so that the two will form a long-term contractual relationship.

5) Once the brand is formed, it must have its own personality. When consumers choose a certain brand, it is also a display of their own personality.

1. Without building its own "brand", the company's products will lack competitiveness, and there will be no high profits with added value that entrepreneurs dream of;

2. If the added value is low, the enterprise lacks capital investment in product research and development, management upgrading, and marketing.

3. Without strong brand competitiveness, the market competitiveness of the company's goods is inferior to competitors, and its market is naturally difficult to improve, which brings lower added value, so that the enterprise falls into a strange circle of low-level competition, and the enterprise enters a more vicious circle.

As an intangible asset of an enterprise, the brand is used to distinguish the difference between the enterprise and its competitors and create uniqueness. In today's business society, whoever owns the brand will own the market, and whoever has a strong brand will become the dominant player in the market.

1.Differentiate yourself from the competition.

Brands are used to create the only one, there are no two leaves in the world that are exactly the same, and there is no brand that is exactly the same. For example, Head & Shoulders shampoo has anti-dandruff and anti-itching properties, and Float can make hair softer. These all illustrate how brands are different from each other, thus differentiating themselves from other brands.

2.Features that reduce costs for your business.

Companies can effectively reduce the cost of marketing new products through the customer's established preference for their brand. According to the 80 20 rule, 80% of a company's revenue comes from 20% of high-contributing customers, and the cost of acquiring new customers is much higher than the cost of maintaining old customers. There is a saying that the added value of the brand will be reflected in each product.

For the same product, the production cost may be the same, but the difference in brands has created a gap in the product.

3.Features to protect brand equity.

4.Simplify tracking identification.

Brands can reinforce customer awareness and simplify tracking and identification. Therefore, in the process of brand building, we must be good at establishing a perceptual symbol (visual, auditory or ideological) for the brand, so that it can have a one-to-one corresponding memory association with the brand, so that consumers can easily remember and identify the company's products.

5.Give a product a special meaning.

If the product itself only has physical and functional attributes, it will lack emotional value and spiritual meaning. But through the creation of the brand, the product has a real soul. For example, three squirrel nuts, create a dream to help you protect it, and then use cute packaging, text, pattern color and IP vision, three squirrels use the identity of "servant" to serve the owner to help consumers realize their dreams.

6.The ability to pay a premium is stronger.

Branding is a process of "out of nothing" to "out of nothing" to "out of nothing". The intangible assets of the brand can bring huge economic benefits to the enterprise, and with the increase of the brand's popularity, reputation and recognition, it can bring all-round value to the enterprise. It took 10 years for Microsoft to achieve annual sales of $100 million, Walmart to achieve annual sales of $100 million for 14 years, and Red Bull to achieve annual sales of $100 million in the world for 9 years, which shows the value that brands can bring to enterprises.

For products of the same quality, there must be a gap between branded products and non-branded products, and branded products can be sold higher to improve the profits of enterprises.