How to achieve your brand? Ten brand successful marketing magic weapon

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Amazon: Close to the consumer's personality needs

The online retail giant, which sells almost nothing, wins the contest, not only with the highest score in total brand Trust, but also in the categories.

Brad Vanauken, chief branding strategist at Blake Project Consulting, Fan that this was a surprise. He believes Amazon has the outstanding product availability, the function and the customer experience, creates the strong brand which the consumer trusts deeply.

Fan said: "Amazon.com offers millions of products, 24 hours of business, unmatched search and browsing technology, coupled with user reviews and other aspects of product depth information, which brings users a quality shopping experience." ”

He added that the Amazon brand – its low price and a certain amount of postage-free policy – was thought to be really good for consumers, while a single click and quick delivery option helped shoppers save valuable time. Consumers can also find anything they want on Amazon thanks to Amazon's partnership with sales channels such as partner count.

While the sheer volume of goods may be perceived as alienating consumers, Fan believes that Amazon has set a good example for all companies in nurturing relationships with consumers, such as recommending goods through consumer past purchases, good user reviews and scoring systems, and matching recommendations. Consumers can also create personal relationships with brands through a number of channels, including setting up user pages, commenting and scoring items, listing wishes and bibliographies, and ready-made recommending their favorite products.

Coca-Cola: Happy Selling

"Cool Sunshine", "Cool Moment", "Live out really wonderful", these are the Coca-Cola Company used to design advertising words. Since its inception, the world's largest beverage manufacturer has been the slogan has been to bring happiness to consumers. "Everything they do is to inspire happiness, to cultivate happiness, to create happiness." "Stangl said. Coca-Cola applies the idea to every corner of the consumer, from Facebook to a custom-built vending machine that allows consumers to mix their favorite flavors. Stangl said: "They will inject the idea of happiness from the heart into every aspect." ”

Coca-Cola launched a "New Cola" program in the 80 's and ended in failure. Now Coca-Cola has put the brand focus back on creating happiness, and using its long history and heritage to create a strong corporate image. "Coca-Cola has a great respect for corporate history and pioneers, and has never forgotten the original intention of the company and has not forgotten where it came from, which is of great importance to consumers," Steinberg said. ”

Consumer trust in the questionnaire response has a clear expression, no respondents to Coca-Cola negative evaluation, none.

FedEx: Gold

FedEx to the hands of the work has a passion for courage, so to create a strong corporate image. Unsurprisingly, FedEx has the highest rating of its "capabilities", particularly in terms of fulfilling commitments and operational efficiencies.

In addition to providing customers with a very reliable service, FedEx brand through the "we understand" (we understand) and other activities greatly enhance the trust of consumers, Future-brand company New York Branch senior Strategic director Blanchard (Kari Blanchard) said: " They realize that they are not only carrying parcels and boxes, but people's wealth, life and future, those parcels of things to people have a very important significance, thereby enhancing the brand image. ”

To further convey this information, FedEx is close to consumers through private incentive programs and social media interactions. "When you've got credible word-of-mouth-these are the foundation of business success but not necessarily the real love of the brand, how to see your own consumers is the key, always remember that they are people, not just numbers." "Blanchard said.

Apple: The coolest (most interesting) product

What other company in the world can make the public and the media wait for every new product to be released? No matter what Apple releases, consumers believe it is highly intelligent and stylish and will improve our entertainment in communication, work or leisure. More importantly, the buying process is very enjoyable.

has been known for creativity and expressiveness, while the Apple brand through the product store to cultivate consumers and sales staff of 0 distance interaction, successfully improve the brand's emotional points. "The staff they employ are considerate and do not determine their performance based on sales." "Stangl The Apple Store's business strategy as" the best sales strategy in history. They really want to be able to inspire, build self-confidence and make them feel better through the store's shopping experience.

Apple's brand philosophy is not a verbal slogan, but it is presented to consumers through its wide countertops, open spaces, bright glass walls and well-trained staff (Apple's biggest brand-name propaganda team). In the Apple Store, each employee is equipped with a handheld barcode scanner, which allows customers to avoid the pain of queuing up checkout.

But Apple also has some regrets: Apple's brand scores are high, but consumers ' feelings for Apple are below average, and they don't value consumer contributions, and they lack rewards for loyal consumers. But these flaws may be just the result of Apple's focus on the core business.

"Jobs only considered what was right for the brand and the consumer. "This focus is why Apple is so good at innovation and product development that they leave their competitors behind," Stangl said. ”

Target: Designing an experience

It is easy to forget that target is actually a discount store, its ads elegant and stylish, with high-end designers in collaboration with the launch of limited edition products often triggered by the fashion industry hot. Target's public image often hides its mass stores.

What makes it different from other supermarket is that Target has always offered a great shopping experience-from shop design to product selection, to price and customer service.

Rob Frankel, a brand consultant, Frankel: "Target has really worked hard to provide a pleasant shopping experience and consumers can buy high quality goods at discounted prices." As part of the brand characteristics, they are very hard to maintain enthusiasm and human touch, which has aroused people's sympathy, welcomed by everyone. ”

With its flexible structure and uniform design style, shopping at Target discount stores is very convenient, although the shop area is very large, but consumers can still find what they want. "It's more enjoyable than a competitor and people really enjoy shopping here." "Frankel said.

Target's consumers are also grateful for the brand's excellent design capabilities, to provide you with inexpensive goods-especially the new fashion clothing and household items. "Target is committed to providing consumers with alternative products that are inferior to those of expensive luxury brands," Frackel said. ”

The customer service is very friendly and the service quality is constant. Several questionnaires have specifically mentioned that "the cashier often directs the queue to fewer people," and the consumer feels that "whenever there is always enough staff in the store", "there is a real sense of home for the consumer".

Frankel that enterprises should realize that the warm and humane service can cultivate the trust of customers, let them have higher development space, bring more people, and establish a better brand image than competitors. "No matter what you sell, if you don't give people a reason to come to the store, they won't come in, because it's not enough to fight by price," he said. "he said.

Ford: Consistent

In an era that seems to be the only constant change, Ford's consistent brand image makes it a reliable pronoun.

Blake Project's Fan points out that Ford's brand image has withstood the test of time from the simple monosyllabic name of Ford to the iconic logo and the importance attached to founder Henry Ford.

"Everyone knows about Ford's legendary story and is very respectful," he said. Ford's brand, product strategy and executive style are the most consistent among Detroit's three biggest carmakers. ”

Fan added that Ford would also listen to the needs of consumers and act. Ford CEO Alan Mulally is actively interacting with consumers in social media.

These have created a strong emotional bond for the Ford brand: brand stability and reliability scores are high, and respondents to the "care" of the highest score, that their behavior is responsible for the well-being of employees and consumers are very concerned about. A number of respondents also stressed that Ford's courageous move to deny government aid has left a very honest impression.

Fan stressed that any enterprise needs to pay attention to the issue of overall unity. "Constantly changing logos, promotional words and information will only make your brand image very vague in the minds of consumers," he said. Once you create an attractive unique value proposition for your brand, you should repeat it repeatedly. ”

Nike: An optimistic and enterprising attitude

On the website, Nike says its mission is to "inspire and innovate for all sports enthusiasts around the world" and, "as long as you have a body, you are a sports enthusiast."

Kevin Lane Keller, a marketing professor and brand advisor at Tuck Business School at Dartmouth College, Kevin Leine Keller that the sporting apparel company has a place in the heart of global consumers. "Nike has been very focused on consumers, and its rich access points make Nike brand popular not only by professional athletes but also by the general public," Keller said. The brand emphasizes self-improvement, exerting its maximum strength, and sending everyone a ' ethically do It ' invitation. ”

One of Nike's biggest advantages is uninterrupted product development, has invented the Nike Air cushion and DRI fabric, and so on, Keller said to consumers, the more love innovation of the enterprise will appear professional.

He said: "If you often innovate, consumers will be more trusting you, because they think such enterprises must be knowledgeable." Nike's first product is only the first step of March, after countless innovations, Nike has been completely transformed from a pure high-end sports shoes company to the all-round sporting goods production enterprises, covering all kinds of sports activities around the world. ”

Keller believes that Phil, one of Nike's best-known founders, is still involved in the business and has won a lot of trust in the brand, and respondents in a questionnaire said "I believe Nate's company will always remain responsible".

Keller stressed, "When the founder is still there, people have a special respect for the brand, this is the control power has been converted many times the enterprise can not understand." When his voice and image are still connected to the business, consumers will be more emotionally attached to the company. ”

Starbucks: Providing space for communication

After a slump years ago, the world's leading professional coffee retailer has resumed its initial commitment to provide a venue for people to communicate, and the company's businesses and brands have rallied since then. "Starbucks has a deeper understanding of its mission, which is to be a place where consumers can communicate emotionally," Stangl said. ”

From free WiFi to music in the store, as well as large tables and gatherings and meeting spaces, the Starbucks store is designed to help consumers communicate better. "Just walking into a Starbucks will see someone talking about business," Steinberg said. Starbucks understands this and everything in the store is designed to help consumers communicate feelings, explore, motivate and create. ”

Entrepreneurs should learn from Starbucks ' innovative approach, because it's the feature that makes Starbucks stand out in the coffee shop, an ancient industry that has centuries of history. "They have created a unique brand atmosphere that is very successful and nobody can match it," Steinberg said. ”

The key is to get a thorough understanding of industry rules and competitors ' strategies, and then find ways to turn these into their own strengths. "If you have just entered an industry to start a business, you may not be able to influence industry standards at first, but if you can find a new direction, win." He said, "If you go into an industry, just ' You have me ', that's no fun. ”

Southwest Airlines: Featured Services

The low-cost airline continues to carve out its own new path in the airline industry, with its open allocation and the stewardess singing safety knowledge and creating a distinctive personality brand.

"Southwest Airlines has always been a very independent brand, breaking the rules of the airline industry," said Tim Calkins, a marketing professor at the Kellogg School of Management at Northwestern University, Tim Karkins. From the allocation of seats to the refusal to join many large online booking systems, it has been proud of its own independence. ”

Calkins that Southwest's brand success is largely because, despite its unique business style and corporate culture, these differences are in line with the company's core functions.

"Southwest Airlines has a happy and vibrant corporate culture that is unique in the aviation industry, but in terms of its core business, Southwest is very mature and has a fast and inexpensive way of delivering visitors to destinations." ”

Although Southwest has received low points in sharing decision-making information, this protection may be the secret of its continued development. Many big airlines have tried to emulate Southwest Airlines ' model and launch cheap subsidiaries, but none of them can survive.

"Everyone can see Southwest Airlines-they use a type of aircraft, they don't charge for shipping fees, their employees are friendly-so you think anyone can replicate, but it doesn't." "Calkins said. "The special thing about Southwest is that although the brand has a lot of unique elements, all these different elements are offering a unique service to consumers." ”

Norton Department Store: Focus on consumers

If there's been a lot of rumors about a company's quality customer service, the company must have done a good job. The quality of customer service is the hallmark of the high-end department store Norton department store, which said Norton had gladly accepted a tyre return request, even though the store did not sell tires at all.

"Norton's feature is to provide customers with excellent service that goes well beyond the traditional customer service level." Northwestern University Professor Calkins said.

In the questionnaire, Norton department store nearly 230 stores of consumer care and product quality have been highly praised. Thoughtful service-including free return, digital photos of new products for old customers and thank-you letters sent after shopping-has kept the Seattle retailer from worrying about price competition, thus maintaining a higher profit margin.

"They don't pretend to have the lowest prices, and they don't have to," Calkins said. When people go shopping it is clear that they will spend a little more money, but because Norton's service is so great that it is worthwhile to spend a little more money. ”

Respondents criticized that Norton did not provide consumers with enough information on corporate decision-making, but calkins that when creating a brand image, companies can focus on only one major element, as long as they can do it well.

"What makes the Norton brand stand out is the service experience, not the service approach." He said, "Norton never focused on his company or employees, but put all the enthusiasm into serving consumers and creating sales experience, which is the secret of their success." ”