Choshun: Five principles of brand material culture construction

Choshun: Five principles of brand material culture construction

Different brands, their material cultural construction concrete methods and measures will be different, but not blind without purpose, arbitrary; otherwise, not only can not build their own brand culture, but also cause waste of resources, resulting in undesirable consequences. We have summed up a lot of successful experience of brand material culture construction, and found some basic laws. The construction of the brand material culture should not only conform to its own objective reality, but also keep pace with the times ahead. Times, people's values and consumption needs are different. In order to adapt to the psychological changes of today's people, enterprises should follow the following principles in the construction of material culture.
1. Quality Culture Principles
Quality culture principle, that is to emphasize brand quality. Brand quality includes the quality of the brand itself and the quality of the brand embodies two aspects of the content, is the organic combination of the two. Brand itself is the quality of the brand represents the quality of the product, the quality of the brand embodies the quality that consumers feel in the heart. Product quality is the basis and premise of brand quality, consumers feel the quality is the quality of the brand to enhance and deepen. Therefore, it is necessary to improve the quality of products and improve the quality of brand. In the guarantee of high-quality products at the same time, but also to improve consumer awareness of the brand and loyalty, strengthen brand identity, rich brand Association, so that the brand in the hearts of consumers to establish a perfect image, only in this way, the quality of the brand is guaranteed.
Brand competition is the advanced form of market competition, and the essence of brand competition is the competition of brand quality. Quality is the cornerstone of the brand, but also the life of the brand. Sustained and stable quality is the fundamental guarantee to maintain the brand reputation and build the brand material culture.
Mercedes-Benz cars to the quality of the world-renowned brand, in the automotive industry, a monument to the tree. Mercedes-Benz became synonymous with high quality and became the glory and pride of Germany. It claims to run 200,000 kilometers without a screwdriver, run 300,000 kilometers to change the engine can also run 300,000 kilometers. Mercedes Benz has such excellent quality, mainly in the brand management of Mercedes-Benz to strengthen the quality of consciousness, to create a quality concept, emphasizing everyone involved in management. They changed production lines to group operations, and each group further identified internal division of work, collaboration, staffing and quality testing to avoid fatigue and boredom caused by monotonous repetitive labor. Everyone becomes versatile, and their initiative and sense of ownership is enhanced, which helps to improve work performance and ensure product quality. Now, the Mercedes-Benz "durable" quality culture has been deeply rooted.
2. Technical Aesthetic Principles
The development of social economy accelerates the pace of consumption aesthetics, and the progress of science and technology provides the possibility to improve the aesthetic function of products. So an aesthetic pursuit of the production and operation of the revolution will come quietly. As one economist puts it: The world has entered an era of beauty, and economics has produced a tendency to be aesthetically-based. It can be said that modern products are the combination of science and technology and aesthetic results. The only basis for the existence of any technical product is the unity of utility and aesthetics. In this sense, brand culture and product aesthetics are permeated and fused with each other.
In the early 20th century, technical aesthetics was born. The English writing design of technical aesthetics has the meaning of "designing" and "unusual" and "astute". As a result, design is often understood as "beautiful designs", "unusual, ingenious designs". In the December 1994, Britain founded the world's first technical aesthetics society. It marks the aesthetic problems of industrial production and product manufacturing, which has aroused wide attention in the international area. Industrial products not only become the object of human use, but also become the aesthetic object of human being, which requires the entrepreneur to balance the function value of the product and its aesthetic value in the organization production.
The aesthetic value of a product is made up of two parts: the inner form and the outer form, in which the aesthetic value of the outer form is of special importance. Aesthetic function requires the external form of the product to have the utility function at the same time, but also need to make people pleasing, the spirit comfortable form beauty. The superficial meaning of aesthetic function is the visual manifestation of the sense form of technical beauty, which embodies the desire of people to pursue spiritual freedom, and the deep meaning of aesthetic function embodies people's pursuit of the essence of technology beauty--to realize the double liberation and freedom of material and spirit before nature.
The successful aesthetic design gives the product a unique aesthetic function, which helps to build a good brand image. In China, for example, the concept of popular fashion has been applied for only more than 20 years, and the Chinese market has a fashionable character from toys to furniture, from food to home appliances. The appearance of beauty, the packaging of the United States, the shape of the United States, the form of beauty, the structure of the United States, the color of the product has produced a beautiful cultural mood. The American Times Magazine once said: "The function is outdated, the form is the most important, from the radio to the car to the toothbrush, the United States is surrounded by fashion." Mark Gobe, a well-known American brand designer, also said: "The products around us, whether they include a mobile phone, a PDA or something, or the most mundane vulgar thing from plate scrubbers to trash cans, need a new sense of relief and happiness." In a world out of control, it is the basic instinct of mankind to want to influence the environment around us with beautiful and creative things. ”
3. Principle of Customer pleasure
The construction of the brand material culture should help to promote the pleasant emotional experience of consumers, and the strength of this emotional experience depends on whether the brand can meet and how to meet the various psychological needs of consumers, such as the pursuit of fashion, convenient and efficient, comfortable enjoyment, display status, prestige, highlighting personality characteristics. The emotional experience is enjoyable when the consumer buys a satisfying product and receives a warm and thoughtful service. For example, consumer shopping, spacious and bright hall, colorful, dazzling, new beautiful, high-quality, high-grade goods, business personnel of the instrument, elegant talk and warm and thoughtful service, can cause consumers a good mood, happy emotional experience, so that they produce a good first impression, thus generating patronage psychology.
In the construction process of the brand material culture, the enterprise through the product, the shop and the advertisement and so on the way, in the enterprise and the consumer constructs a joyful relationship the occasion, all marketing activity is merely constructs the happy relations occasion intermediary. Japanese scholars refer to the "Happy relationship occasion" as the "Symbiosis Circle". In this "Symbiosis circle", companies rely on products, stores and advertising to convey information to consumers, while capturing feedback from consumers ' needs and perceptions, and presenting new life situations to consumers based on feedback.
From the view of brand culture, the product not only means a material entity, but also means that the customer buys a series of benefits such as use value, aesthetic value, psychological demand, etc. contained in the product he expects. Specifically, the principle of customer pleasure mainly includes quality satisfaction, price satisfaction, attitude satisfaction and time satisfaction.
4. Combination principle
The existence and combination of material condition of enterprise contain certain objective laws, and the cognition, grasping and refining of these laws become part of the brand material culture. The construction of brand material culture must obey these laws and realize the scientific disposition and rational utilization of various natural resources. If violate the objective law, not only can not build fine material culture, but also make the material conditions appear uncoordinated, not beautiful, sometimes cause the waste of resources, even the occurrence of various accidents.
5. Principles of Environmental protection
The production and management of enterprises should help to protect the natural environment of human survival, maintain ecological balance, reduce and avoid excessive consumption and waste of natural resources, and realize sustainable development. With the rise of the World environmental Protection Movement, the enterprise's environmental awareness is increasingly increasing. Some enterprises have regard to the protection of natural resources and ecological environment has been appointed, only the production of pollution-free, non-polluting, non-additive, packaging easy to handle green goods, to minimize and prohibit emissions of pollutants. An excessive consumption of resources and destruction of the environment of enterprises, will not establish a good reputation among consumers, because the brand material culture must contain a conducive to human health and development of the culture.

Choshun: Five principles of brand material culture construction