How is the brand story made?

This article aims to compare traditional luxury high-end brands.

Explain how to create a high-end water brand market operation.

Inscription: Good stories have always been circulated, because it is not just a story.

Modern high-end luxury goods are increasingly associated with fashion and luxury, but also increasingly private. The existence of high-end brands is no longer just a high-priced consumer goods, and its unique brand personality often represents the unique photo and life concept of high-end consumers [group].

But every high-end brand has a legend, this is the brand story we say.

For consumers, brand stories are often the reason they accept. The spiritual satisfaction that high-end brands can provide, you can't do it without money. In modern China, some wealthy people are more interested in pursuing unique high-end brands to demonstrate their achievements in life. Therefore, luxury consumption has become a part of the rich people's life background.

So what is the difference between the creation of high-end brands as a daily consumer goods and traditional high-end luxury goods?

There are several difficulties in establishing a high-end brand of water products:

The first is that the price of a bottle of water is more expensive. Anyone who can accidentally make a single purchase can do it. This is not mysterious. The second is that as a daily consumer product, it is impossible to establish a more obvious difference in the quality of life; It is in the traditional sense that for high-priced water products, even high-end consumer groups do not think it is necessary.

Therefore, the establishment of high-end water brands will be more difficult than traditional luxury goods.

For those natural high-end brands that are really high in water quality, how to conduct market operations is the key to successful development.

Otherwise, it will fall into the predicament of not getting rich in high-end brands.

In the face of the market and consumers you are about to enter, the front step is that you must give consumers a reason.

By the way, how is the brand story made? This is a problem to be solved before.

Today's society is developing at a high speed, consumer brand awareness is getting higher and higher, and consumption power is obviously improving.

In the 1990s, it was still a bottled water product for luxury consumption. Today, it tends to be civilian.... And soon, with the shortage of water resources, the differentiation of water consumption is inevitable.

The difference between traditional high-end brand operations is: a bottle of water, why you sell so expensive, more expensive than other brands.

As the saying goes, the nobility is of a bloodline, and the high-end brand also has its natural noble blood. We must give consumers a reason to accept - the brand story is about the brand's photo, which will build brand awareness in the minds of consumers.

However, many brand planners are stuck in the concept of planning. They must establish the success of brand operation in consumption and must believe what the planners say.

And this is only a hypothesis, not certain.

First of all, the brand story you created, can consumers believe in it? And imagine that when competitors make a truth about the fake brand story you build - in an era of Internet information flooding, who can ensure that the brand story you make becomes a lame Donggua, let you follow Can brand marketing go on?

Is the brand story compiled? This is ridiculous. The true brand story should be a kind of interpretation, not just the psychological pleasure of the planner making the story.

From the formation of brand positioning and brand recognition to channel establishment and marketing and dissemination, ... the most successful part of a truly successful operation lies in the true recognition of customers. As a high-end brand, it may not be a household name. Everyone knows, but we must identify the target consumers and do the real mental penetration and influence on the target customers.

There is a view that the relationship between the brand and the consumer, like the object of love between young men and women, not only must be eloquent, but also deceives in good faith. "The wealth of the family is ten thousand, the land is thousands of acres...the uncle is the county magistrate, etc." Both make the object happy to be cheated.

However, when it comes to real guns, when the marriage is married, can these fakes come true?

Therefore, a true brand, its brand story must not only be intelligently conceived, but also through proper market operations.

Brands must create stories and also make stories.

The real brand must be the relationship between the consumer and its family. After the brand awareness, the mind becomes a loved one, and there is no gap between each other. Even when someone says that he is ill, the relative will stand up and defend him immediately.

Only high-end brands that are truly recognized by consumer emotions will not be old and long-lasting.

Analysis of well-known brands in Guangzhou and Shenzhen:

After the pure water, Jingtian suddenly transformed and developed the new brand Jingtian-Baishen Mountain. The positioning is the aristocrat in the water, and the brand operation is carried out in a fashion mode on the traditional route. Baisui Mountain not only uses natural water as a concept, but also has a good taste. It is also fashionable and fashionable, which makes many young women love it.

As the old brand water brand in Guangzhou and Shenzhen, Yili is positioned on natural water products. The blue appearance and dignified shape have won the favor and respect of many male consumers... and from the granite floor 300 meters deep Advertising appeals directly to many male consumers that Yili is truly natural water.

In the Guangzhou-Shenzhen market, there is another one that claims to be “Your-I-Yi Bao”, and still belongs to the Yibao pure water in the pure array.

As early as two years ago, I predicted that as people's awareness of water quality deepens, the consumption of water products will be in line with health, and Yibao will gradually disappear into the market. However, in my market research and contact with friends, Ipoh not only did not disappear, but also its market is strong and loyal.

[If you have to say a reason, then you can only say that the brand is sometimes just a feeling; in the promotion of the brand, through the emotional appeal of "you and me, Ipoh", Ipoh is weakening the essential difference of water, and it is green. And the coconut shape makes people think that he is a green and healthy water. ]

In addition, in the past two years, brand name, product concept, design, and advertising packaging have all become new upstarts in the water. However, due to the wrong selection of target customers and the wrong price strategy, it has not been successful. Two-year promotion still only allows partial sales in a small number of 24-hour convenience stores.

[Everyone seems to know that if you want to build a high-end brand, as long as you raise the price, it will be OK. How to sell such high price products? They have not thought about this issue. Especially in the case of water products, there has never been a high-end brand in the minds of consumers, if you want to build high-end brands or mid-end brands. They ignore the difference between different types of brands and high-end brands in the traditional luxury industry.