What is the function and value of brand?

1, the embodiment of the core value of a product or enterprise

Consumers or users should not only sell the goods to the target consumers or users, but also make consumers or users feel good about the goods through use, so as to repeat purchases, constantly publicize, form brand loyalty, and let consumers or users repeat purchases.

Consumers or users form a sense of satisfaction through the use of brands and branded products, and they will form a consumption experience around brands and store it in their memories, forming the basis for future consumption decisions.

2. Discriminator for identifying commodities

A brand is established to identify a seller's products or services due to the needs of competition. Brand design should be unique, with distinctive personality characteristics, brand patterns, words and other characteristics different from competitors, representing the characteristics of enterprises.

At the same time, different brands represent different products with different forms, different qualities and different services, which can provide reference for consumers or users to buy and use.

Through brands, people can identify products and choose to buy according to brands. Each brand represents different product features, different cultural backgrounds, different design concepts and different psychological goals, and consumers and users can choose according to their own needs.

3. Quality and reputation guarantee

Building a brand and creating a famous brand are the knowledge gradually formed by enterprises under the conditions of market competition. People hope to distinguish products and enterprises more through brands, form brand follow-up through brands and expand the market through brands. The establishment of brand and the formation of famous brand can help enterprises achieve the above goals and make brands a powerful competitive weapon for enterprises.

Brands can also use their own market expansion capabilities to drive enterprises into new markets; Promote new products to enter the market; Brands can use the ability of brand capital operation to expand their own enterprises through franchising, contract management and other certain forms.

4, the enterprise's "cash cow"

Brands win by quality, and brands often have cultural and emotional connotations, so brands add added value to products. At the same time, the brand has a certain degree of trust and follow-up, and enterprises can set relatively high prices for the brand and obtain higher profits.

Well-known brands among brands are the most prominent in this respect; This shows that brands, especially famous brands, have brought great benefits to enterprises, and brands have been recognized as intangible assets.

Step 5 distinguish your opponents

Manufacturers use brands to distinguish their products from those of competitors. Early enterprises' understanding of brand is as simple as that. They think that just giving their products or services a name is enough to distinguish their competitors. Therefore, the names of many brands are directly based on the surname or first name of the founder of the enterprise, which is convenient for customers to identify.

However, if a brand wants to stand out in the market of many competitors, it needs to provide special discounts for consumers through products to meet their actual needs in order to succeed.

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