How to build the brand effect of Chinese football

What is brand effect?

The root of the brand is the consumer's recognition of the product! When applied to football, it is the recognition of the national team, club, and players by the fans!

I believe that in order to change the attitude of fans towards Chinese football, the essence lies in changing the Chinese football system!

It's easier said than done, and it will take at least 10 years for the effect of change to see results!

But change is bound to cause harm to interests, and those who hold the right to change will be willing to lose their interests?

To put it bluntly, Chinese football is not a culture, just a commercial means, the people who run football are businessmen, businessmen are actually seizing the opportunity to make money, and when they make a lot of money and want to really do something for football, they go down, and the new ones must seize the opportunity to make a big profit! Oh, over and over again!

Therefore, in China, football is a commercial means! No one will think about the long term, the reason is very simple, the person who cooks can't eat, who will?!

Therefore, the first thing is to reverse the investment philosophy of the capitalists, and the second is to change the football system. Only by doing these two points can we continue to talk about the so-called building of brands!

When will Chinese football rise? I don't even have an NB star, how can it be effective?

Of course, it's Changsha stinky tofu. It is claimed: more stinky than the Chinese national football team.

Oh. Now it looks like it must be Evergrande, although I am a fan of Luneng, but Evergrande is really good.

At present, it is the Guangzhou Evergrande team, and the hope of Chinese football is pinned on it. Guangzhou Evergrande can form an 11-man national football team.

Historically, it was Dalian Wanda. Now it's Guangzhou Evergrande.

Hope to help you, satisfied!

Specifically, it should be: Ali Evergrande.

Of course, it's our big country football -- it's just stinking and the world is notching.

Guangzhou Evergrande is for sure.

Of course, it's the Chinese Football Association.

Now, of course, it's the Guangzhou Evergrande ** team.

Our thoughts and practices.

The four key elements of brand management.

Build a reputation for excellence.

If you want the effect, you have to be willing to spend money, followed by finding a good company, "Shenzhen Chuangzhu Brand Planning" is a veteran company, our company's products are made by them, the recent effect is very good, and the effect of professionals is good.

First of all, we must have our own core competitiveness, take integrity as the slogan to build a brand, and implement it in practice. To publicize externally, it is necessary to let the outside world know, and then let the outside world recognize and promote it in a circular manner.

I recommend you to read the book Win on the Road, I hope it will be helpful to you.

For one.

The author of the book introduced him to a trip to Japan, visited a Japanese textile company, which is equivalent to a century-old store, and has been providing fabrics for the Japanese imperial family, so it can be said that he has a prominent position in Japan. There is a torn cloth at the entrance of this company, and some people may be confused and ask: Does hanging a rotten cloth in the hall affect the company's image?

If you think so, you are wrong, this cloth is the soul of this enterprise, and this enterprise insists on the divine object of quality. During the First World War, due to the hostility between Japan and Germany, the workers of this company secretly used Japanese dyes of worse quality to produce cloth when there was a shortage of German dyes. In order to warn employees to adhere to quality, the boss also hung a batch of cloth that he had torn by himself in the factory hall so that employees who commuted from here every day could see it.

As a result of sowing the seeds of this insistence on quality, the employees of this company have always adhered to the principle of quality first. Those retired employees voluntarily formed a quality inspection team and returned to the company to continue to take care of their quality and products.

1 Ma Yun is very smart, Chinese football is the most cost-effective brand effect in the future, and it will make steady profits without losses.

2 Ma Yun did not invest in Greentown and switched to Evergrande because he did not want to waste time and operate attentively, but only wanted brand effect.

It doesn't matter, it's just that he's willing to play. Wanda has money and has also invested in football.

The good thing is that there are topics of gossip.

The disadvantage is that football is getting higher and higher, but the level of football is not high, and it is just a nest to use money to bring together high-quality domestic players.

1. Planning.

A good brand planning in the stage is equivalent to completing half of the brand building; A bad brand plan can ruin a career. When making plans, you should put forward a very clear goal based on the ten elements of the brand, and then formulate measures to achieve the goal. For an enterprise that has been developing for many years, it is necessary to first diagnose the brand of the enterprise, find out the problems in brand building, and summarize the advantages and defects.

This is the early stage of brand building and the first step of brand building.

2. Construction stage.

This stage is important. One of the most important things is to establish the values of the brand. What kind of values are established determines how far the company can go.

There are quite a few companies that don't have a clear, clear, and positive brand value orientation at all; There are also some enterprises that are eager for quick success and profit-seeking in the brand value orientation, and abandon the company's care for human beings and social responsibility.

The brand value orientation is very clear: the first is to create value for consumers, and the second is to create benefits for shareholders.

3. Formation stage.

Enterprises should continue to maintain and improve their brands according to the changes in the market and their own development, so as to reach a new height, so as to generate brand influence. Until you can do brand authorization and really form an asset. These three stages are not obtained by speculation and luck, nor can they be achieved overnight.

In fact, after the establishment of the brand, it is very scary, and it needs to continue to do all kinds of promotion. In the past, we were desperately burning money to do promotion, but once it stopped, no one cared about it after a while, and now we do promotion is the kind of long-term stability, or the kind that does not rely on click charges, and is responsible for pushing the company.

In layman's terms, branding is the visibility of your product identity.

To do a good brand, you need to have a logo that is exclusive to you and cannot be used by others.

In other words, the basis of the brand is a registered trademark. If it is an unregistered trademark, then when your brand awareness is slightly better, others can use it, and you can't ban it.

Therefore, to create a brand, you must register a trademark.

The domestic brand is not audited, and the registered trademark is reviewed.

If you are not very clear about the registered trademark, it is recommended to find a ** organization. **The cost is between 200-1500, generally around 800. The level of the fee is generally proportional to the level of service provided by the organization.

It's not easy to create your own brand, and it often requires many times more effort than if you started a company. However, many people are committed to building their own unique brands. So, do you know how to build your own brand?

01Know what kind of brand you want.

The positioning of the brand must be accurate, so that it can be achieved step by step according to your ideals. If the brand is not accurate, it is likely that the effort will be in vain.

02 Build enterprises and individuals according to the brand.

03Bosses and employees work together.

Make sure your employees understand your brand positioning and work with them so that you can create miracles and make a difference.

04Create efficient products and services.

This is one of the biggest challenges in keeping your brand alive, and if you can make your business offer efficient products and services to your customers, then the brand will be able to stand for a long time.

First of all, you must understand that the external form of brand and trademark is the same, but the connotation is different, brand is a marketing word, while trademark is a legal word.

The number of brands and the influence of brands are important indicators of a country's comprehensive national strength. There is no independent brand can only be the world's processing factory, so the creation of a brand is the road to a strong country and the foundation of enriching the people.

The brand is to be established.

First, there must be a product.

Second, we must have market share.

Third, we must be well-known.

Fourth, after-sales should be good.

The trademark application process takes two to three years, and the registered period of use is ten years, and there is no need to pay other fees in the middle of ten years.

Trademark registration conditions:

1) To apply in the name of an individual, a copy of the person's identity and the Business License of the Self-employed Household shall be provided.

2) To apply in the name of the company, a copy of the "Business License" signed and sealed by the issuing authority shall be provided. A completed application form for trademark registration stamped with the official seal of the unit.

There are two ways to apply for a registered trademark:

1) Find a nationally recognized trademark agency in your own location.

2) Go directly to the trademark registration hall of the Trademark Office (Beijing) to handle it.

Steps: 1) If the trademark agency is entrusted, the applicant can voluntarily choose any nationally recognized trademark agency to handle it.

2) Handle it yourself: If the applicant goes directly to the trademark registration hall of the State Trademark Office, you can follow the steps below: trademark inquiry Prepare the application documents Submit the application documents at the acceptance window of the trademark registration hall Fill the barcode of the receipt at the coding window Pay the trademark registration fee at the payment window The Trademark Office issues the "Notice of Acceptance" in about four months If the review is passed, the certificate will be issued in about two years.

Brand is quality and word of mouth.

When the quality of your products is excellent, and the quality is compared with other businesses to form their own product culture, then you have your own brand.

Word-of-mouth marketing, that is, advertising, consolidates the brand effect and status of your products to apply for a trademark at the Industrial and Commercial Bureau, and the trademark can also be designed by yourself, and then the people at the Industrial and Commercial Bureau say that you can do it.

The best and fastest way is to get out there. If you don't have a team in your own company, it is recommended to find a professional company to do it, save money and trouble, now there are many companies on the market that do this, and you can consult Shangyi Media with relatively high cost performance, they started with CCTV Media, there are a lot of star resources, long-term cooperation, the price can be negotiated, if the budget is not sufficient, choose to use their self-** platform, now since ** is so popular, low cost, wide spread, you can try it.

First of all, you have to choose a good industry, and then register the relevant company, the product must have a brand, then you have to register a trademark, this piece can be handled by the Industrial and Commercial Bureau, and the registered brand will be guaranteed, so if you have the ability to create a series of brands is the best.

We live in an era of innovation, time is passing away from us, and companies that want to retain old customers while developing new ones need to work with planning companies. After people's enterprises go out, there is no reason not to actively carry out people's brand innovation Only the continuous innovation of the brand can avoid being replaced by new things, which requires enterprises to create a sound brand strategic planning for the brand, and implement the plan with effective actions, all to make your brand better and better with this plan as the standard.

Do all businesses need to build a brand? In brand planning, the more important problem encountered is whether to adopt the brand. In the current fierce market competition, brand is one of the important means for enterprises to gain competitive advantage, which can earn huge profits for enterprises.

However, building a brand often requires a lot of human, physical and financial resources to be invested, which makes the cost of the business rise. That is to say, in the process of establishing a brand, enterprises bear certain risks, once the brand fails, it will often greatly weaken the strength of the enterprise, and even drag down an enterprise. At the same time, there are products that make little sense to use a brand, and it is better not to use a brand than to adopt a brand.

Generally speaking, companies should prefer not to adopt brands in the following situations:

1) Homogeneous products. The varieties and specifications are the same, and the products will not be different due to different producers.

2) People are not used to recognizing the brand to buy the product. For example, sugar, salt, some agricultural and sideline products and parts.

3) The production of simple, no certain technical standards of products, such as soil paper, small farm tools, etc.

4) People have become accustomed to a distributor's brand and are happy to buy unbranded goods with simple packaging here.

Since the product does not use the brand, it will save a lot of money, so it will have a great advantage in ****. For example, in the early 70s of the 20th century, the French giant Carrefour launched a series of unbranded goods in its stores, such as thin strips of solid noodles, and tissues and canned peaches, etc., these products basically belong to daily consumer goods and medicines, and at the same time meet the standards in quality, but due to the reduction of product labeling, VI design, packaging design costs and advertising design costs, its price is low and dry 20% 40% of those brand products advertised, which are popular with consumers who are more sensitive to **, Sales are relatively good.

It can be said that the branding of enterprise products is a very effective marketing model at this stage, and you will find more and more brands around us, such as some food products that have not used brands. At the same time, most of the products that originally adopted the brand marketing model have increased their investment in the brand. The reason is that the company's products will have their own place in the broad market after adopting the brand marketing model, and will increase a lot of sales, which can be said to be a lot of benefits.