Who is more important to be a product or a brand?

We know that products are produced and brands are shaped. Production requires production costs, and shaping also requires shaping costs. At present, most domestic enterprises pay attention to the final pricing behavior, without considering the profit source that products can produce desire and desire can produce value. In other words, all the expenses of advertising are amortized by some enterprises in marketing expenses, while others are fully amortized in product costs. If we simply spread the advertising fee in the product cost, many consumers will think that this product is advertised every day, and its current price is definitely wet. I must have added the advertising fee, so I won't buy this product. In fact, if a product has a good brand, it will definitely invest more money to improve quality, protect and serve consumers. Therefore, consumers should be more assured that they buy not only the product itself, but also the service and desire value outside the product, so it is meaningful for consumers to pay more. But now many consumers don't think so, which is caused by the enterprise itself.

For example, a company's products are aimed at ordinary people in China, so all its products are aimed at this level, but it wants to upgrade its brand and go to the high end. This is a very contradictory phenomenon. We know that Oaks, an air-conditioning company, once published a "price white paper" through the media. What was announced in this White Paper on Price? What is announced is the cost of the product. As soon as it announced the product cost, it was great. He suddenly pulled all the enterprises that have been brands for many years back to the starting line of brands. For example, the product value of some air-conditioning enterprises is 1000 yuan, and then after several years of brand building, the brand value is already worth 500 yuan, so it will be sold as 1500 yuan, and the brand value is still being made. Oaks suddenly announced that this product was actually worth 800 yuan, and then I sold it at 1 1,000 yuan. You see, he sold 1500. He must be making money from consumers. When Oakes released the White Paper on Price, it was a blow to others and achieved the goal of hitting competitors. At the same time, it also lost the brand space, because when he released the White Paper on Price, he actually only told consumers what the product cost of air conditioning was, but did not tell consumers that this product still had brand cost.

The consumer is afraid that the enterprise will cheat him of his emotional money, but he actually needs emotional value when he consumes it. For example, if you go sightseeing, don't you just look around with the naked eye? But still have to pay? This is actually a virtual benefit, and consumers buy spiritual feelings. Tell the consumer this, the consumer can understand, but he doesn't understand the brand. In fact, the reason is the same. The brand value you buy is also a spiritual feeling and a virtual benefit. Why can only accept sightseeing but not this? So when we say that Oaks published such a "white paper on price", we actually gave up his brand value. Does Oaks really want to give up brand value? No, it also wants its brand value, but it made a mistake in strategy. If you want to be a brand after giving up, you can only rely on quantity and price. In this way, brand positioning can only be a low-end group, guiding consumption with price rather than emotional value, and stimulating interest demand rather than desire demand. This will never produce desires and needs. Although this can also be called a brand, it is only a low-end brand and can only generate demand among low-end people.

For Oaks, the difficulty it encounters now is that although the sales volume has increased, his brand value will decline. When you only have product value and product cost in the end, you become a processing enterprise, not a formal manufacturing enterprise. Therefore, brand misunderstanding between China marketing circles and China enterprises will ruin the future of independent brand development.

On the understanding of brand, there is a view that brand is one of the ways or means to bring benefits or create benefits for enterprises, and management, marketing, human resources and technological innovation are all aspects that may bring benefits to enterprises. So, here is a realistic question: Do I have to be a brand? As long as I do better in other areas, I can develop well.

Actually, these are two things.

For example, the change of a concept and a selling point can promote product sales, which only shows that selling products can bring promotion and benefits from this point. Your good management and other marketing methods can also bring this kind of promotion and benefits, but the brand is another product. Because brands can also be sold, together with products, they can generate more profit space. In the process of making products, your brand will naturally appreciate. And when we say to be a brand, we mean not to give up the value we should get in the process of making products.

For example, if your company has been operating for 10 years, your products will be sold for 10 yuan at the beginning, and after 10 years, you can sell for 100 yuan, and 90% of Yuan You's sales are mostly brand appreciation in the later period. However, if you say that I only sell products, not brands, then your 10 years will be wasted, and the value you could have gained will be wasted by yourself. Some companies say that I don't sell brands, I sell products. Of course, your competitors are eager for you to do so. If you don't have a brand, it has a brand, and it will easily crush you in a few years!

Therefore, only making products without making brands belongs to the pursuit of short-term interests and is predatory. Just like pirates, they are ready to leave as soon as they get a job.

In fact, if you don't plunder too much in the short term, you might as well do it for a long time, that is to say, be a brand. If you do it for ten years and the brand is worthless, it's too bad for you.

As long as you decide to do it for a long time, and the effect is reasonable, you can accumulate a brand value, why not do it? There is also the consideration of brand appearance. Brands sell more than those without brands, which means that the original value of products has not increased, but the brand value has increased a lot. This is the brand appearance value. Most domestic enterprises don't know much about the difference between product brand and enterprise brand, which leads to a big misunderstanding.

In fact, enterprises that make products can sell products. When the product brand is completed, the corporate brand is almost established.

Some enterprises are products themselves, that is to say, when consumers identify with my enterprise, they identify with its products. Like some restaurants and schools, they are brands themselves, selling enterprises, and enterprises are products, and vice versa. For example, if we promote cigarette factories, it is better to promote cigarettes themselves. If cigarettes are famous, so will cigarette factories. Of course, nowadays cigarette products are not allowed to advertise, but emotions can always be done!

At present, some products and brands are linked together, while others are not. Some are multi-brand strategies and some are multi-product strategies, which need to be classified in detail. In fact, these do not belong to the category of brand building strategies and methods, but to the category of brand management.

Under the condition of market economy, if an enterprise can't sell the enterprise as a product independently, it is better to shape the product brand. For example, some enterprises in the United States have no corporate culture. They mainly promote product culture and use products to drive enterprises, such as Coca-Cola. However, some enterprises in China have been promoting corporate culture. In this way, there is a phenomenon of both corporate culture and product culture in the market. Moreover, there is still a problem, that is, many enterprises only do corporate culture and establish corporate brands, far ignoring the emotional recognition of products in the market. This is more troublesome.

It should be said that there is a big difference between being a corporate brand and being a product brand. Generally speaking, when an enterprise makes a brand, it is either loyalty or value, which will generally be clearly divided. But there are also some products that need both value and loyalty.

At present, there is a very interesting phenomenon in domestic business circles, that is, many enterprises regard the branding characteristics of service-oriented enterprises as universal principles, and only do corporate brands when making brands, confusing corporate brands with product brands. As a result, enterprises can only be corporate brands and are not good at making product brands.

There is an identification standard for corporate brands, and we generally use "LOGO" to identify them (that is, the logo of the enterprise). What kind of enterprise it is, what it represents, because when consumers finally consume, they will have emotional recognition when they see the logo of the enterprise; Product brand awareness is different, because it is possible for consumers to see product packaging and generate demand.

Our enterprise now knows how to be a corporate brand, but it doesn't know how to be a product brand. If consumers agree with your product purchase, you don't have to be a corporate brand, but a product brand. Only when consumers buy products and identify with your product brand will they identify with your corporate brand. If your product brand is not recognized, consumers will have no feelings for the enterprise, and it is useless for you to make a corporate brand.