Choshun: Building a personalized brand culture

Choshun: Building a personalized brand culture

the distinctive and rich brand culture is the important characteristic that consumers differentiate similar products and form psychological identity. Only the brand culture is unique and distinctive, it is convenient for the consumers to identify and promote the brand competition. To build a strong brand competitiveness, we must make the brand unique personality. Mercedes-Benz, BMW, Rolls-Royce, Volvo, etc. are the world's first-class car brands, all with noble luxury of temperament connotation, but they embody the cultural characteristics are different: Mercedes-Benz is the most rugged car, BMW is the most experienced driving fun car, Rolls-Royce is the most aristocratic car, Volvo is the most safe and reliable car , the brand personality is very distinct.
The brand culture only has the influence and the resonance to the consumer, only then has the existence value, can form the competitive power. Without the recognition and participation of consumers, a good brand culture can only be narcissistic. Therefore, the brand culture should be consistent with the needs and wishes of consumers, to the consumer as the center, to create all-round. Enterprises both in the production and management of the infiltration of cultural awareness and cultural concepts, to create a cultural atmosphere, enhance the cohesion of the enterprise, but also strive to improve the staff's cultural quality and technical level, establish employee beliefs, standardize employee behavior, so that each employee understands the brand culture of the enterprise, to ensure that they get the ideal brand awareness. Because the brand culture is condensed in the brand's management idea, the esthetic form, the staff spirit style and the behavior characteristic sum. Brand culture is not quality, but the embodiment of the concept of quality, brand culture is not marketing, but is the display of marketing ethics, brand culture is not service, but is the crystallization of service art.
Building a personalized brand culture first of all to build a personalized quality culture. The essence of brand is quality, quality is the life of brand. Without excellent product quality, the brand can not participate in the market competition. Philip Kotler has pointed out that the brand can make people think of a property is the important meaning of the brand. This shows that the brand can make people identify the product it is marked with different from other product quality, technology, design and other essential characteristics. For example, Mercedes-Benz sedan means exquisite workmanship, excellent quality, safe and durable, fast speed and so on. It is precisely because the Mercedes-Benz sedan has such admirable quality attributes that it makes Mercedes-Benz a widely acclaimed brand. Personalized quality culture from the enterprise's technology and equipment, but also from the quality of enterprise awareness, is the quality of consciousness in the material level of reflection. Have what kind of quality consciousness, have what kind of product quality. Because the quality consciousness comes from the person, the person is the decision-making, the most active factor in the production. No one's labor, no good technical equipment is useless. The construction of individualized quality culture must be people-oriented, establish quality concept and cultivate quality consciousness. Therefore, a quality expert said: "Product quality is not manufactured, quality is a habit." "The IBM School of Management also has a famous saying:" Quality is because 90% in attitude, knowledge only 10%. "
Secondly, the construction of personalized brand culture also needs to build a personalized marketing culture. Marketing is to realize the brand value of the place, is connected production and consumption of the bridge. The construction of personalized marketing culture must take the customer's demand, desire and behavior as the starting point of marketing activities, set up a unique marketing concept. Kodak said: "You press the shutter, the rest is our responsibility." Avon said: "In the factory, we produce products; in advertising, we sell hope." "and Haier said:" We first sell credibility, followed by the product. "The marketing activities of these enterprises are focused on satisfying the customers, but the business philosophy has its own characteristics." The construction of personalized marketing culture must also establish the value-oriented moral standards of marketing. Brand marketing is not only a kind of economic behavior, but also a social behavior. Brand marketing should consider the interests of enterprises, but also to take into account social interests, and seek common development of enterprises and society. Enterprises can not only for the immediate benefit of neglect long-term interests, can not violate the code of ethics and smashed their own brand. Some enterprises on the marketing process generated by the environmental pollution laissez-faire, some enterprises to engage in false advertising, price fraud, and so on, are socially hated, but also the marketing of moral standards are not allowed.
Thirdly, the construction of personalized brand culture also needs to build a personalized service culture. Brand Service is a resource treasure house, is to form the inexhaustible source of brand competitiveness, high-quality personalized service culture not only includes service norms, service enthusiasm and other content, but also embodies the advanced service concept, sincere service spirit of service art. Service culture permeates all levels of brand culture, enriches the individuality of brand culture and becomes one of the most malleable parts of brand culture. Service concept is the leading factor of service culture, different service concept has created a variety of service culture, ultimately affecting and changing the competitive situation, the balance of competition is always towards the advanced service concept of one side tilt. By scientific experiments, in the same weather conditions, Kodak and lucky shooting effect pitches. But why Kodak film in the market share far more than lucky, and become the world's film industry's first brand? The main reason is that services are the result of a huge gap between the two service concepts, not technology and quality. Under the guidance of the service concept, we should also create a personalized service art. Only the idea is not enough, but also to the idea into concrete measures, into the delicate, such as micro-emotion, so that it becomes elegant and vivid art. Art Services enrich the service culture, so that the service culture is full of flesh and blood, more affinity and appeal, but also to consumers with memorable and beautiful enjoyment.

Choshun: Building a personalized brand culture