What is a brand? Why should enterprises attach importance to brands? Why do individuals build brands?

Brand gives you the first intuitive understanding, brand is the name of your own enterprise! This is just a way of brand and the origin of brand. The word brand comes from western countries, and its English name is brand, which means "burning", because it was originally used to mark its own livestock in this way to distinguish it from others and show that it is its own private property! In medieval Europe, many craftsmen began to brand their handicrafts in this way, so that customers could identify the origin and producer of this handicraft. This gradually formed a well-known brand trademark, so that consumers have a sense of identity with this brand, while the law also provides corresponding protection for producers. Up to now, the brand has been subdivided into many contents, including brand positioning, brand story, brand concept, brand culture, brand design, brand strategy and so on. Therefore, brand is the floorboard of a system and a systematic project.

The cognition left in the minds of consumers or markets is the brand. Some brands have long been catchy in everyone's mind, and they just came. Six major postal savings banks, carbonated drinks Coca-Cola, Pepsi Cola, shampoo Head & Shoulders, mobile phone brands Huawei, Apple, Xiaomi, etc. , can be named one or two in all categories. These brands are a kind of cognition gradually formed by everyone in the process of life and consumption, and are not easy to be broken. There is also a regional brand, which has a high market popularity in the local market and is recognized by consumers, forming a brand with regional advantages and reputation, such as Pangdonglai Supermarket in Xuchang, Henan, Wusu Beer in Xinjiang, Daoxiang Village Dim Sum in Beijing, etc. These brands are also going to the national market. Regional rural commercial banks in the banking industry serve local finance and are deeply loved by local residents. Brand awareness is higher than that of state-owned banks and joint-stock banks! The English words "Bank" and "Brand" have many similarities. The brand of banks is impacted by Internet financial technology companies, and the brand is particularly important. After 90, I got used to Internet products. How to make its young users have a better experience is the content of brand planning that traditional banking should pay attention to.

Famous brand is the biggest asset of enterprise development. "A corporate brand is like a savings account. You can accumulate its value through advertising and enjoy its interest. " This is Maxwell, president of Marlboro cigarette company in the United States. He has incisive views on famous brands. Marlboro's gold-lettered signboard can bring Marlboro enterprises $3 billion in revenue every year, and the Marlboro brand, which ranks first in the world in sales, has reached $20 billion. It can be seen that the gold content of famous brands is heavy. Recently, the British "Banker" magazine released the list of "Top 500 Global Banking Brands in 2020", and ICBC ranked first with a brand value of 807.9 1 billion US dollars, and was the most valuable banking brand in the world for four consecutive years. 20 19 mainly enhances brand value through four aspects: first, fully implements the strategy of "first-person financial bank"; Second, upgrade the service in inclusive finance in an all-round way, and provide comprehensive inclusive finance service for small and micro customers. Third, comprehensively strengthen the leading edge of science and technology, persist in leading bank reengineering with scientific and technological changes, and release the smart banking ecosystem ECOS, which has significantly improved service capabilities and customer experience. Fourth, deepen the brand connotation of the Group in an all-round way, take the banking business development strategy as the guide, make full use of the opportunity of spreading major events, convey the business philosophy, express the brand concept, inspire staff morale, and show the brand value and times. ? "It is precisely because of our strategy, strength and responsibility that the brand of ICBC has been achieved. The significance of brand building is of great significance from the national level, the enterprise level and the consumer perspective. " Tan Jiong, vice president of ICBC, said. In the era of information explosion, the winner must be the brand, and enterprises with brands can become more and more core competitive and deeply loved by the target market and customers!

Since birth, it has become our own brand with the name given by our parents. Friends and relatives became our first fans, and we made new friends and colleagues while growing up. We also promote through the media platform (or stage name) to build brand awareness. When you have thousands of fans and become a household name, you must be the focus of a brand, enterprise and society. With a personal brand, you will be more valuable. With a brand, you will be more valuable. After the epidemic in 2020, many people sold goods live on various media platforms and brought goods among online celebrities. Perhaps the first generation of China, network celebrity Luo Yonghao, sold goods live 1. 1 100 million yuan, which undoubtedly showed the value of personal brand. Remember, in 2020, please build your personal brand as soon as possible and give yourself a plan. The sooner you shape it, the sooner you get benefits. After listening to the series of courses, you can also be a new media carrier with your own brand!