David, the famous advertising master in the world. Ogilvy has explained this brand: "brand is a complex symbol. It is the invisible sum of brand attribute, name, packaging, price, historical reputation and advertising mode. brand Marketing At the same time, it is also defined by consumers' impression of their use and their own experience. "

A year ago today, the Royal Swedish Academy of Sciences awarded the 2001 Nobel prize in economics to three American economists in recognition of their contribution to the market analysis of asymmetric information.

The theory of asymmetric information has opened up a whole new perspective for us. The phenomenon of asymmetric information is everywhere, just like all kinds of famous brand goods around us. The praise of famous brands is also confirming this theory: Generally speaking, in any type of market, consumers are weaker than producers in the possession of product information. This phenomenon makes the disadvantaged party lack confidence in trading because of incomplete information. For transactions, the cost is high, and the solution is brand.

When an industry is changing from a seller's market to a buyer's market, the mode of industrial growth will change from quantity to quality. In this process of change, the brand as an important force has great effect on the winning and losing of the market. An influential brand can conquer consumers and gain increasing market share. This phenomenon is already in home appliances. Clothing enterprise In other fields, the future real estate market can not be separated from the market competition law of this brand. Brand competition is the competition with brand image and value as the core, and it is a new competition situation.

How to establish brand?

The first step is to analyze the industry environment and find the concept of segmentation. You have to start with competitors in the market to find out where they are in the minds of consumers, their strengths and weaknesses. You need to find a concept that distinguishes itself from competitors.

The second step: excellent quality support. This must be based on quality. The quality mentioned here is a comprehensive quality concept, including engineering quality, cultural quality, and property management quality.

The third step: integration, continuous dissemination and application. Enterprises must rely on communication. brand Implant the minds of consumers and establish themselves in the application. Enterprises should try their best to reflect the concept of brand in every aspect of communication activities.