Branding is internalized as a business’s brand equity (brand association, loyalty, awareness, and perceived quality) and externalized as brand logos and slogans, and the packaging, posters, copy, videos, and stories that carry those logos and slogans. Regardless of the method used, marketers are lesson plan designers (teachers + designers), but instead of textbooks and design drafts, they have brand equity tools in their hands. The task of brand marketing is to develop brand equity tools that help consumers understand what your brand is, what it does, and what it stands for. The role of the lesson plan designer begins from the first contact with the product by the consumer.
When you are shopping for a product on a shelf or on an e-commerce website, there are two sources of motivation. Promotional information: Driven by non-brand factors, such as celebrity spokesperson movies, KOL live broadcasts, hot topics, posters, Double Eleven promotions, Baidu advertisements, etc.; you will see these promotional information first, and then choose your favorite brand. Brand information: Driven by brand factors, such as consumers’ trust in Bulk SMS Service the functional utility of the brand, and the positive spirit and emotion embodied by the brand; at this time, the influence of the brand on consumer behavior can be done without resorting to celebrity endorsements, hot topics, and promotions. In many cases, promotional information and brand information are integrated, but in order to understand the mechanism of action, we will discuss them separately for the time being.
The influence of brands on our consumer behavior is divided into three stages: Recognition: what your brand is and how to recognize it; Cognitive: What is the use of your brand and how is it different from competing products; Identity: What emotion, spirit, and perception does your brand represent. Therefore, marketers should provide three types of brand information: Symbolic information: brand name, logo and slogan; Benefit information: the functional utility and characteristics of the brand representative; Meaning information: The emotion, spirit and concept of the brand symbol. The reason why successful brands can arouse consumption motives only by relying on brand information is that consumers have completed the link of "knowing-cognizing-identifying" the brand - this is the brand effect. When consumers are faced with a brand that they don't know enough about, pure brand information cannot arouse consumption motivation. At this time, the brand needs to rely on promotional information. Brands can use the things that consumers are familiar with, like, and yearn for, so that consumers can transfer their understanding and feeling of these things to your brand. This is Pavlov's theory of conditioning and the basis of human learning behavior. Estée Lauder, a high-end