However, the list also lists names and logos that you may have seen but are not familiar with. Some of these companies spend billions of dollars on marketing every year, while others greatly reduce their expenses, but they are still deeply rooted in daily consumers.
For beginners, brand, brand and marketing are not the same thing.
A brand is an entity. It existed at the moment the company was established.
For example, Nike is a brand. Most people can recognize the Nike logo, which is one of the most valuable symbols in the world. When Nike was founded, was Nike's Nike movement the result of a large-scale "brand"? No, logos were all painted by students at that time, and the company just started to use Nike as an agent.
When the company began to move forward, the "brand" was formed. Sometimes, the logo changes size or color (on shirts, shoes or other products), or there is a slogan under the logo. It is fair to call an established brand a "brand" whenever a creative team intervenes to adjust its appearance and feel.
However, marketing is the key factor to make the Nike logo associated with the word Nike meaningful, and all our other conclusions about this brand have been internalized. When we see this kind of Nike, we will think of Michael Jordan, the idol of track and field, athletics or sports. Brand work, such as changing the logo on shoes and changing the logo on the company's website, has never been clearly stated. However, due to the company's marketing efforts, we know that they are correct-they have repeatedly demonstrated and explained Nike's ways and reasons for targeting sports individuals (or people who want to "feel" sports).
Now, let's talk about how the reverse engineering brand is a household name in the world:
1. The company had a brand at the beginning of its establishment.
After a company is established, a brand is usually born. But there is no such feeling in the market.
That's the source of marketing. Billions of dollars, from print advertisements to TV advertisements, from Facebook post to celebrities and influential marketing activities, are all-encompassing, which is why you and I both know that the yellow M reminds us of McDonald's. So when the founder of a startup company says, "We need to make sure our brand stands out in the market", yes, it helps if your logo doesn't look exactly like other companies in your industry, but overall, the brand is not a problem.
You are talking about marketing-promoting your brand and making your target customers and the whole world familiar with your identity and work.
2. The job of marketers is to build brands.
You may have the most beautiful logo, website and company information you have ever seen, but you don't have a "brand" that makes your company famous.
With the help of social, digital channels and advertisements, we have made great progress in better distributing expenditure and income. Building a brand usually requires a multi-dimensional strategy:
7. Fame exposure: put your brand in an environment where as many people as possible can see it.
8. Targeted exposure: Show your brand to others according to people's specific buying habits and preferences.
9. Collaborative exposure: Cooperate with other brands in the market you want to expand.
10. Influencer exposure: Cooperate with influential individuals in your existing market or the market where you want to increase market share.
1 1. and so on.
For example, there is a reason why Walter Disney spends $3 billion on advertising every year. Although they certainly want to make money from sales, they also realize the importance of implanting the Disney brand into social consciousness. This is the real meaning of building a global brand: attracting as many people in the world as possible to know who you are, hoping to bring short-term, long-term and generational loyalty at the same time.
3. The brand will inevitably go through a difficult perception period.
When Salmonella broke out in Chipotle, a health-oriented fast-paced leisure chain restaurant, its perception and share price were also seriously troubled.
"Chipotle is unhealthy, it is careless. Chipotle did not adopt sustainable agricultural practices, but took shortcuts to provide contaminated food. " ? These are some ideas that customers suddenly have. Since then, Chipotle has recovered its vitality, and now its business is booming. But sometimes, a bad thing and a public relations crisis may ruin a brand forever-and you can never wash away this stain.
The essence of excellent marketing activities lies in making promises that can be fulfilled. Chipotle promises customers healthy and sustainable food, and customers will feel depressed when they find that the promise has not been fulfilled.
When the public relations crisis comes, the answer is not only to spend more money on marketing, but also to reshape the whole brand to change the color of logo. The answer is to accept your efforts modestly, figure out how to fulfill your promise again, and then strengthen the commitment to do so to the public.
Finally, if and when the brand needs to develop, you must decide which mountain to climb.
The more people know about your brand, the harder it is to change those deep-rooted ideas.
If McDonald's announces tomorrow that it will become one of the healthiest restaurants in America, it will be a very, very high hillside. Not because they can't do it, but because they have spent billions of dollars to educate the world, which is a very different value proposition: fast, cheap and convenient.
People's evaluation of your brand has greatly improved the exposure and familiarity. For example, I don't think I have seen Ferrari's advertisements (I don't own them either), but I am familiar with their brands and know what they are doing. If Ferrari wants to change my view of their company, they may spend $654.38+0 billion on marketing next year. I may not hear that their value proposition has changed unless friends of friends comment on it at dinner in the evening.
Being recognized by billions of people around the world is a great thing. The challenge is that if you want to make a change, please be prepared to spend a lot of money on marketing for many years to come.