What kind of benefits can the apparel brand bring to the apparel?

Editor's Note: Clothing brands must have their corresponding "entities" - products and services to meet the needs, such as clothing to meet the needs of wear clothing brand definitions put into practice in the framework of inspection, a so-called brand if it really exists, It should have three elements at the same time. There are three different brand elements and they cannot be called brands.

What kind of benefits can the apparel brand bring to the apparel?

Apparel brands must exist in their corresponding chr(34) entities chr(34)--products and services to meet the needs, such as garments to meet the needs of the wearer. The definition of the clothing brand is put into the framework of practice to test, a so-called brand if Really exist, it should have three elements at the same time. There are three different brand elements and they cannot be called brands.

After many years of practice and theoretical considerations, brand apparel has realized that the brand is very rich in content. I believe that if a so-called brand really exists, it should also have the following three elements.

How does the three elements of the brand work to drive buying behavior? Let us virtualize the process of shopping once. When a white-collar lady or a man walks through a pedestrian street. She wants to buy clothes: "Maybe, I have to buy a dress." "The style and style of this dress looks good." "I've seen its advertisement. Its actor is handsome!" "The quality of this dress is very good." "Ah." The Philippine bird piled up on the shelf caught her attention. The wall poster reminded her of the ad's picture. She didn't need to think deeply. She picked up the dress.

The above example outlines the basic outline of the three elements of the brand: the so-called brand must have its corresponding “entity”—products and services to meet the needs, such as garments to meet the needs of wear; these products and services need to pass specific Means to establish effective “differentiation” with other products and services. The measure of whether this “differentiation” is effective is whether or not a specific “cognitive” experience is formed. This specific cognitive The basic one is to be able to establish a clear relationship between "differentiation" and "entity" in the mind, that is, to know what brand this product is. Only in this case, the three elements of the brand can be said to be completely constructed, which means that the brand is formed!

To help you understand this concept, try to answer the following question: If the "Philippine bird" has not been pushed into the mass market, can it be called a brand?

The answer is: According to the concept of the three elements of the brand, the “Feili bird” at this time cannot be called a brand. The reason is that there is no understanding or experience about it, and no “cognition” has yet been formed.

Let me give an example of the three elements of the above clothing brand: Assume that there is a new style of clothing that is going to be marketed. This clothing is itself a product represented by the brand, and we call it "entity." If we name this costume "Flyingbird", we have designed a fashion brand and registered them in the Trademark Office. We call this "differentiation". This product became popular on the market, and it is very recognized for the fashion, unique design style, beautiful product packaging, and “Feili bird” image spokesperson of “Philippine Bird”. When referring to the name "The Philip bird", the above-mentioned association can be immediately produced in the mind. All this psychological activity is called "cognition."

Whenever I see a new brand definition, I will put it into the framework of practice to test, but the results of the test often do not satisfy me. Similar problems will not only come to me, but all those who deal with the brand will encounter it. Whether it is the top leaders of companies or market leaders, and the employees of advertising companies and public relations companies actually talk about, promote, create, and manage brands every day. However, for people who rely on brands to make a living, there is no conventionally defined or authoritative explanation about “What is a brand”. This is really amazing! Perhaps, some friends have a little bit of knowledge, a little deeper thinking, and a little more experience. With regard to the needs of daily business, they will try to establish their own theoretical system and use it to guide their work. However, for the vast majority of people, the recognition of a brand is like a blind person's groping. It is often one-sided, relatively simple, and even misunderstood and applied. The phrase we all know very well is of particular practical significance. It is "theory guides practice." The confusion caused by the definition of this brand has seriously affected the establishment, development, and growth of China's outstanding brands, and has restricted the cultivation and growth of China's elite talent brand management.

Therefore, a relatively complete brand concept that can be used for practice must be established within a short period of time. It should be able to explain various brand phenomena, be compatible with most brand theories, and most importantly, be able to guide the practice of brand management!

Some of the following attempts to define the brand are merely the view of Shangbiao.com, for reference by peers, and for the development of a practical brand theory.

The definition of the three elements of the brand tells us that the essence of brand building is to use all the means to shape the cognition in the mind. Since the establishment and change of cognition is a long and expensive process, the establishment and maintenance of the brand is a Long-term, arduous, systematic tasks. We can try to imagine how much work we need to do, and how much time it takes to get your colleagues and friends to trust you. At the same time, we must also realize that because this value is only in the mind, it may only require a small incident to destroy this value. In this respect, well-known brands have once also capsized in gutters.

Shangbiao.com experts said it well: First, what to do, and then how to do it. The purpose of this article is to make it clear what the brand is. When we truly understand the concept of a brand, we can further study the brand building approach.