What is the brand meaning of the Internet?

Guide: What is the brand meaning under the Internet, what is the value or role of the brand? How to shape the brand and so on, these problems may have different answers because of each person's experience, culture and value orientation.

With the rapid development of Internet and mobile interconnection marketing, the era of using a lot of advertising to influence consumers has become the past, now people do not watch TV, newspapers, magazine ads, only to watch mobile phones, social networks. People in social media are more likely to believe a big V or a friend of their own in the community. Therefore, it is more and more important for consumers to know the brand meaning and value under the Internet. What is the brand meaning of the Internet, what is the value or role of the brand? How to shape the brand, and so on, these problems may have different answers because of the different experiences, culture and value orientations of each person. But one thing is common, and that is that everyone's choice of a brand is influenced by deep expectations.

When consumers choose a brand, there is not much reason, often is a kind of intuition or perception. Although consumers recognize a brand may have some rational considerations, but the real decision making, often is a moment a small factor, becomes the decision to buy the reason. However, this feeling is accumulated for a long time, based on their experience, sources of information, culture and social strata and other factors, through a little sense of brand accumulation, and finally form a comprehensive image, in the brand choice plays a key role.

The construction of consumer's brand psychology is achieved through the cognition of product or service. If a product such as a circle, the consumer is also a circle, Brand is two round the intersection of places, the intersection of more places, means that the consumer's brand recognition of the higher, consumers of brand selectivity and loyalty, if the two circle completely repeat, then the brand has become the consumer self and lifestyle performance, In other words, the brand will become an indispensable part of consumer life.

Consumers ' perception of brand is actually brand meaning and value. K.l.keler, a famous American brand theory expert, believes that brand meaning and value is the result of consumers ' perception of the brand and is reflected by the brand association stored in memory. D.aaker, another famous American brand theory expert, argues that brand meaning and value is a series of associations that are organized in the minds of consumers in a certain way.

Traditional brand positioning theory is concerned with the concept of brand language form, the best way to enter the consumer mind in the Internet is no longer rely on language words but use of vision. The internet era has greatly simplified the visual output, especially the production of video. It is also changing the way companies build their brands in the minds of consumers. In the Internet age, the generation and dissemination of visual images has become simpler and less costly. We know that in the industrial age, it usually takes decades to build a brand. And in the Internet age a new brand can be successful in a short time, in which social media is particularly important to the consumer's understanding of brand value and choice of brand.

Of course, the advent of the Internet or mobile internet era does have a great impact on the way information is produced and disseminated, and the buying behavior of channels and consumers has changed a lot, but it has never changed the mental model of consumers. The "First law" of the mental model continues to work, looking at the information on the Internet today, using the title "The strongest ..." in history. 40 years ago, the mind could not remember the second highest peak in the world, and today, in the face of exploding information, it is even more impossible to remember.

The brand meaning and value of consumer cognition are also influenced by various elements in the process of brand communication, such as product quality, packaging, product use experience, visual color, symbol, media advertisement, sound, store image, etc. In every link of brand meaning construction, it will affect the brand feeling of consumers, so how to combine and play a role in the brand communication process under the Internet is still very important.

The brand is the mark that the product is identified, that is to say the brand reflects the identity of the consumer, different class of consumers, different personality of the consumer, they use the brand may not be the same. Behind each brand there will be a group of consumers with common characteristics, this group of people, with common consumption habits, cultural psychology, aesthetic appeal, in the common social stratum, has the same emotions. It can be said that the brand belongs to some people, to understand the identity of some people, just look at their use of the brand.

The birth of a brand is a systematic project. Specifically from the market demand research, product concept of the proposed product positioning, product development, product materials, product technology, product naming, product packaging, product promotion and so on every link, all need careful planning and operation. In a sense, to ponder the brand is the rich, only the increase in the income of consumers, from the pursuit of the utilitarian to meet the survival, rising to the quality and emotional value of the pursuit of brand consumption will become possible. This is why the consumers in the economically developed large and medium-sized cities are more brand-conscious than those in the backward rural areas.

From the brand and consumer point of view, the use of branded goods to consumers themselves is an investment; the consumption of well-known brands is a kind of affirmation of the ego, contribute to the increase of self-confidence. The promotion of self-confidence, accompanied by greater success in life, this investment is extremely valuable and necessary. For some consumers, the conditional consumption of high-quality brands, means a life achievement, it will give you a better feeling, let people get on.