How does advertising shape the brand image?

First of all, the product itself should be excellent. The product is the material condition of the brand, and only an outstanding product can become an outstanding brand. When advertising is done to sell a product or service that is superior to a competing brand, it plays a much larger role. Any successful marketing relies on the efficacy of an extraordinary product. No amount of well-designed advertising is going to make it possible for consumers to recognize a brand's true benefits if they are not able to do so.

How advertisements shape the brand image

1. Corporate commercials shape the brand symbols - the study of the customer base

Corporate commercials should do sufficient market research before shooting, how to position your product or service? Who are the target customers? These target consumers prefer what kind of life style and psychological personality. Find out the precise customer base to grasp the psychology of their preferences.

2. Corporate advertising film brand symbols - brand personality

How to make the corporate brand personality is one of the key points, such as KFC and McDonald's, and Nike, Li-Ning, etc. on the role of the psychological implication of people. This will make the brand more relevant to the user base.

3. How can the brand symbolize the characteristics of the products and services in the corporate video

Corporate video can leave a deep impression on the user group by showing the characteristics of the products and services?

Prophet Marketing brand consultant's point of view: the brand image is not shaped overnight, the need for long-term accumulation and continuous market development, over time to achieve the effect of the people. However, looking at the Chinese market, any enterprise is not in the corporate advertising film above the big trouble, which shows that the brand image shaping and corporate advertising film production inextricably linked relationship can not be ignored. Corporate advertising filming to shape the corporate brand image tool!

There are two concepts here: brand and brand image. The general impression that the brand is included in the brand image, but sometimes it is easy to be confused, for example, shaping a brand, then the brand image is also naturally established. This is a relatively common misperception.

Branding is comprehensive, and so is brand image, and even in contemporary times the two are sometimes seen as equally important by companies!

Knowing a person can be simple in many ways, but understanding a person is more difficult! Knowing a person here is all about brand image! It can be patriotic, hip, innovative, and different images appeal to different consumer personas.

Brands and brand images need to be communicated! Both need to be recognized, to be identified, then this requires a communication vehicle: advertising!

Thus, the importance of advertising for the brand is self-evident, it's like the horse meets the horse. But in the case of commercial brands, Bole is often found, and a thousand-horse is really hard to find!

With the continuous improvement of the standard of living, advertising is more and more important for brand communication, advertising prices also rise with the demand, advertising competition is more intense, so there are different forms of advertising, such as the subway, buildings, buses, etc., instead of the traditional advertising media: newspapers, leaflets, etc..

The subject of the question can be searched through a certain degree without much explanation. However good advertising and bad side **** exist.

Advertising in general is based on spreading traffic, and such advertising is called spreading the brand, or branded product marketing strategy.

Secondly, the quality of brand communication is the main focus, such as CCTV and other television platform advertising, usually the brand image, because the platform rules, not much explanation.

Lastly, there are spokespersons, which fit with the brand image and capture accurate fans through the image!

No mention of the communication channels of the advertisement, this issue is relatively complex, different combinations of different effects.

The choice is important for the brand image! Whether it is the communication media or the choice of spokesperson, success is also a failure! For example, wahaha and Wang Leehom! It's very warm, and the brand image speaks for itself, right?

One, the positive role of advertising in branding

Advertising in branding has four basic functions: brand loyalty, brand awareness, quality awareness, brand association. They **** with the composition of brand equity, brand value.

First: advertising plays an important role in establishing brand loyalty.

Some studies have shown that two-thirds of successful advertisements have the effect of increasing brand loyalty.

Loyal customers are characterized by:

(1) frequent repeat purchases

(2) patronage of a wide range of products or service lines offered by the company;

(3) establishment of word-of-mouth;

(4) immunity to promotional activities of other competitors.

These behaviors have a ****same reason why customer loyalty is so strongly correlated with a company's operating profits. Each of these behaviors, whether directly or indirectly, contributes to increased sales. Consumers continue to buy the same brand, even in the face of better product features, more convenience, and lower prices. Brand loyalty is actually the most important of brand assets. Without loyal brand consumers, a brand is nothing more than a worthless flat surface that constitutes a symbol for identification purposes only.

The effect of advertising on brand loyalty has been studied by many marketing scholars at home and abroad, and the conclusion is basically the same: advertising not only generates trial, but also reinforces brand loyalty. For successful brands, only 30% of the increase in sales caused by higher advertising comes from new consumers. The remaining 70% of sales come from existing consumers, due to the fact that advertising makes them more loyal to the brand. Thus, it is now more widely recognized that an important and worthwhile goal of advertising is to strengthen the association of already existing consumers with the brand and to make them more loyal. For brands that already exist, the purpose of most advertising is to make already-existing consumers more loyal, not to persuade non-consumers to move from other brands.

The process of advertising's effect on the formation of brand loyalty is modeled as follows:

Cognition-Trial-Attitude-Reinforcement-Trust-Reinforcement-Loyalty, which means that The trial experience forms a decisive attitude. This attitude is reinforced by the company's advertisements, and if the reinforced attitude is always positive, it will increase the likelihood of repeat purchase or repeat use. If the reinforcement continues, repeat purchase or repeat use translates into trust in the brand and the formation of brand loyalty.

Consumer psychologists believe that consumer attitudes are formed more after trial than before. There is an image in advertising that the most enthusiastic readers of travel advertisements are travelers who have just returned from the advertised destination

. Theoretically, advertising affirms and reinforces the consumer's sense of using the experience, increasing their loyalty to the brand.

The value of brand loyalists is that:

(1) Loyalists have the lowest marketing costs and the highest profits for the company.

There is evidence that a small increase in brand loyalty leads to a large increase in the brand's profits. It costs a brand 4-6 times more to attract a new consumer than it does to keep an existing one. The cost of keeping a consumer is only a quarter of the cost of attracting a new one.Desatulock and Detzel, in their book "Working to Keep Consumers", say that "in the automotive industry, a lifelong consumer can generate an average of $14,000 for the brand to which he or she is loyal. consumer is worth more than $2,800; local supermarkets can earn about $4,400 a year from loyal consumers."

(2) Drive and attract new consumers. Brand loyalty represents the fact that every consumer can be a living advertisement. For potential purchasers and high concern for the goods brand loyalty can make a customer become a brand advocate, with excellent advertising and wonderful experience of using the formation of word of mouth, word of mouth, creating new users.

(3) Make the enterprise face competition with greater flexibility. Established loyal users will have a sense of dependence on the product, they repeat purchase, repeat use, and other brands of similar products show some unconscious resistance. So that enterprises in the brand competition has a richer, freer time and space on the room for maneuver. To reinforce and maintain existing loyalists to fight back against competitors. In the United States, up to 70% of the youth dream is to have a pair of Nike shoes, they are wearing Nike shoes and feel honored, Nike "deviant" advertising for its shape of the "sports vanguard" image, y rooted in the hearts of young consumers, making Nike their favorite. Nike has become their favorite. The focus of Nike's advertisements is to build a loyal and lasting relationship with consumers, not just a matter of trade and conquest.

Secondly, advertising can make a product/brand ultra-recognizable in a short period of time; it is the least expensive way to increase awareness.

With awareness is the most obvious consequence of advertising. But the relative cost of advertising is the most expensive. It is very difficult to stand out in the face of numerous advertising interruptions. It requires that the advertisement be unique and easy to remember; that there be enough repetition, that the media with the best reach be chosen, and so on. Generally speaking, there is a positive correlation between visibility and sales. However, high visibility does not mean that it is a famous brand, and it is not equal to high sales volume. AIDO VCD is the king of CCTV's electronic advertisement, with its popularity in Beijing reaching 91.8%, while its brand recognition is only 60.5%, a difference of 31.3 percentage points. And its sales in Beijing are not as good as those of Xinke and Wanlida. It can be seen that "love more VCD, good kung fu" has the popularity but did not set up their own distinctive image, did not seize the hearts of consumers.

The real connotation of awareness includes brand recognition and brand recall. Therefore, in the low care goods, awareness as long as the increase, sales will generally increase.

The specific value of brand awareness is as follows:

(1) Familiarity triggers good feelings. People are creatures of inertia, and it is natural for familiar things to generate good feelings and special order emotions. As the world becomes more and more complex and products become more and more similar, the more familiar and better understood the product the more people feel at ease and comfortable.

(2) One of the brand catalog groups. Even if it doesn't become the brand of choice, being one of the few brands that consumers primarily consider when making a purchase is an important part of sales success. Products in a brand's catalog group have a chance to be chosen and have a chance to become the brand of choice. Outside of the catalog, obscure brands have no chance of being chosen.

(3) Visibility is also a promise. High visibility usually gives the impression of a big brand with a sense of quality assurance. When consumers are confronted with other identical products, visibility represents a promise from the seller. This commitment includes:

a. Costly, unique and beautiful advertisements show that the company is strong and has the vision and courage.

b. The quality of the brand should be assured by the fact that it is so common that it is sold everywhere or seen being used by many people.

c. Its after-sales service should be thoughtful and satisfactory, and will not bring a lot of trouble to the buyer.

d. If it is not a famous domestic and foreign established enterprise is also an excellent emerging enterprise.

Thirdly, advertisements help to build up a positive perception of quality.

Product quality refers to the product's function, features, reliability, durability, service level and appearance. Quality perception is the overall impression of consumers of a brand in quality. Quality perception, generally comes entirely from the use of the product, the quality to be emphasized here, does not entirely refer to the technical, production quality, but more focused on the marketing environment of the meaning of quality. The role of advertising on consumers in the process of quality perception is as follows

(1) Users care more about the advertising of products they have used or are already using. They compare and relate their existing experiences and perceptions of quality with the presentation of quality in the advertisements. If they are in line, they will deepen their existing favorability, trust the brand more, be satisfied with the product and their own judgment, and become brand loyalists. If the opposite is true, generally the user believes that the quality is poor while the advertisement promotes good quality, the consumer will think that the advertisement is deceptive, and the original bad feeling will be further deepened into extreme antipathy and distrust.

(2) Advertising appeal point is usually the quality of the product features, but also the product to provide consumers with the benefits of the point, is the consumer's most concerned about the most favorite features, is the most competitive features of the product. The quality of the product in the advertisement is different from other products and has been highlighted, the competitiveness of the product is enhanced.

(3) When a new product is on the market, people know nothing about the quality. The high quality and accurate positioning of the advertisement usually makes consumers feel good about the product and willing to buy it. The quality of the advertisement reflects the quality of the product to a certain extent.

(4) When the product line is extended, the advertisement helps consumers to transfer the original quality impression to the new product, which is undoubtedly a knocking brick to open the market for the new product line, and it helps a lot.

(5) Quality improvements and innovations should be communicated through advertisements to educate consumers, while not hindering the brand's original image. The function of the product has changed, the advertisement must find out a new point of interest for it without changing the personality of the product. Just as Rome wasn't built in a day, you can't make a real friend overnight, and the impression of quality can't be built overnight. The pursuit of quality is trivial and endless. Quality managers must have a full understanding of this planned, systematic and gradually establish the impression of quality. Through the communication, education, and try to maintain the image of the continuous and consistent, otherwise the original set up the quality of the impression will be abandoned.

Fourth, advertising provides space for brand association.

When it comes to a brand, people will always have a lot, all kinds of associations. For example, when McDonald's is mentioned, consumers may immediately associate it with burgers, Ronald McDonald, clean, tapping students, milkshakes, children's paradise and so on. These associations are brand associations. Brand associations are all the things that consumers (especially the target audience) associate with a brand when they think of it. If these associations can be combined to create some meaning, this meaningful some is called brand image. For example, the brand impression of McDonald's can be the largest, best quality international food chain, brand image is the result of brand positioning communication. Brand positioning through advertising communication, after the formation of many brand associations in the minds of consumers, and finally constitute a brand impression with sales significance.

The role of advertisement in contributing to brand association is as follows:

(1)Differentiation to seek the first position

One of the most important functions of advertisement is to attempt to educate consumers, so that the consumers can immediately produce associations with the brand, and the traits that the consumers think of is the brand's unique selling point, which in turn produces a differentiated cognition, and the advertisement has to take advantage of this unique difference to produce a differentiated cognition in the minds of the consumers. This unique difference in the minds of consumers to rebuild a piece of heaven and earth, and make its publicized products in the first place.

(2) Creating positive attitudes and emotions: The most common means of expression in advertising is emotional appeal, which utilizes the transfer of consumers' natural and beautiful emotions towards things to build up their good feelings towards the brand. Like cosmetics advertising often by the beautiful picture or beautiful music to generate preference, and soft drinks such as soda often use the atmosphere of the occasion to educate consumers to drink the time, these are able to generate positive emotional associations.

(3) Shaping a contagiousness that conveys a very subtle emotion, which manifests itself in life as something spiritual, intangible, a confidence, a desire, a satisfaction of being understood. It triggers desire, leads to action, and enhances psychological enjoyment when purchased and used.