On the construction of brand meaning.docVIP

 PAGE \* MERGEFORMAT 17 On the construction of brand meaning Many people are content to discuss how to build brands? With regard to the establishment of the brand meaning there are many claims and theories, but the practical implementation and the final outcome, only the best known to every enterprise. We normally see the success of brands and businesses, mostly large state-owned enterprises and foreign domestic century of brand, we usually only see their success, feel they Tingyou characteristics of the brand, from the advertising point of view, very different nature, not knowing This feature of the brand connotations after ten years, decades or even centuries of efforts to succeed. For example, a fast BMW, Coca-Cola’s cheerful, Nike free, Lancome beauty, are products to give people a kind of spiritual strength and feelings, creating a personalized brand connotation. Throughout our daily to see the brand, especially SMEs, often also advocated the establishment of the brand, to create its own brand content. However, this compulsiveness of the brand revolution needs a solid supporting resources, and is a long-term and systematic project, not to say that his personality had a slogan, the difference of the products can have their own brand of imagination. We call it building the brand connotation coordinates the establishment of engineering, brand content creation is like a building, like coordinates, in order to become an architect coordinates, must be steadily steadily grips, step by step for the win, over time, the perseverance to succeed. Architectural coordinates into coordinates of the reason why is because they have their own ‘branded content’, so in many buildings, the stand out as building the brand. For example, France Eiffel Tower, Shanghai Jinmao Tower, Beijing’s Bird’s Nest, are both well-known brand building. In the cosmetics industry, Oil of Olay launch of ‘Chinese-style beauty of’ the spread of the slogan and hire Fan Bingbing, Maggie Cheung, L