Almost 2 years in Jinjiang, China shoes, shoes enterprises in City Government “to build brand Jinjiang have” the call, to continue to carry forward the spirit of No victories, scrambling to squeeze in the domestic market branding. According to statistics, the current footwear enterprises in Jinjiang has reached more than 70 brands, these companies create a brand mode: corporate brand building, such as Anta, 361, special steps, step Gomez, etc.; buy international brand franchise industry in China region such as Pierre Cardin shoes, Montagut, Playboy, etc.; registered brand names of international sports stars such as Michael Jordan, Kobe Bryant, James; to back the domestic use of foreign registered trademarks, such as kangaroos, Italy, France, shadow wolf, Valentino * Cooper, etc.; registered by international trademark brand of Chinese regional power, such as Iverson.
Industrial clusters in the results, a small county in Jinjiang city, on the birth of so many shoe brands, but similar in style, quality, similar to the case of the same marketing model, how the brand different? How do consumers choose the brand? The author believes that: Jinjiang shoe brand into personal time has come. Because when we brand as a person, she has a unique temperament and cultural connotations, her personality is the important difference between brands is not imitation. As a famous actor Liu Xiao Ling Tong played the Monkey King, Rong Cao, Wei-Zhou Xingchi ship had played the role of the Monkey King, and Action of strong imitation, but when people mention of the Monkey King, you think of Liu Xiao Ling Tong played the Monkey King, which He is the actor’s personal decision to represent the unique nature of the characters.Ugg Boots
In 2004 one pair of well-known sports brand loyalty of the transfer table shows, sports brand in the domestic market, the second group of Anta, brand loyalty of only 12.4%, why such a high profile brand loyalty will Anta so low? We look at Anta’s advertising slogan, “I choose, I like”, which is 99 years as spokesman Kong Linghui Anta hired out when the spread was in the sports goods, the domestic brands are few, and consumer psychology also special worship sports world champion. So when the table tennis world champion Kong Linghui in the CCTV shouted, “I choose, I like” when to meet the consumer psychology, advertising force strength of advertising time to help Anta blew open the domestic market, Anta successful, but years have passed In emphasizing personal life, as consumers shift from selecting products to choose brands, and select the brand actually stand in the choice of a life, attitude to life, showing that a personality, but the past few years have been shouting Anta advertising slogan “I choose, I like” is no longer attractive, with the Olympic champion has endorsement of the sports brand, consumers are no longer insane worship of the Olympic champion, so anemic Anta empty slogan, the difficult attracted individual consumers, the same Erke “Come together, Erke,” Del benefit of “my personality” special step “non-ordinary sense of” do not reflect the brand personality , but they hired a group of admirers of entertainment stars, which also contributed to sales. 2004 Athens Olympics, Anta invite well-known marketing planning agency – Mr. Ye to the company slogan, “win power”, unfortunately only the spokesmen for the three world champions won champion women’s volleyball, while Kong Linghui, Wang Hao did not win the championship, “win power” a bit weak.
Jinjiang entrepreneurs is the most practiced pen of Mr. Lu Xun “used”, so that when Anta please endorsement Kong Linghui After the success of “Star + CCTV advertising” model enterprises in Jinjiang become a common formula, then CCTV would be used by almost five sets of “Jinjiang Channel,” What is more, footwear enterprises in Jinjiang brand names, logos, also strongly imitation, such as Anta, Hong Tap, On super, security quality, stable ride, Yu-step Nike brand well-known “one of”, footwear enterprises in Jinjiang, there are many brand identity as “a hook” or “two-hook.” This had worked in the shoe of senior marketers said in an interview: In layman view, footwear enterprises in Jinjiang brand is no personality. Unfortunately, we can be 99% of consumers are outsiders.
So how shoe brand should choose to shape a distinctive personality does, the author combines theories from the marketing product marketing real shoe that could be from the following aspects: first, to locate their target consumers better .
Focus in the popular turn-based marketing, the company would like to create a brand for consumers of all ages is very difficult, of course, if the company has strong strength is more than a business brand can play the game, such as daily chemical industry The Procter & Gamble Co., which owns Rejoice, Head & Shoulders, Pantene shampoo and other brands, and are very successful.Ugg of Kids Infants Erin On Sale
In the sporting goods industry, every age needs of the brand’s personality is different, different character, not the same level of participation, the character is divided into: relaxation and entertainment, natural love, being influenced; participation are: a child ( is passive) → grow some (active participation) → work (fitness to pursue) → married with children (with children exercise) → in the elderly (health needs); sports target consumers generally divided into: young (15 -24 years old) to a large secondary school students and secondary school, has just entered the community of youth and others, giving the people of this age love sports, fashion and popular with the fashion trend of advocating the characteristics, have their own thinking, active independent life, ideas and attitude to life, vibrant, positive, eager to true self, to prove themselves on the individual needs are unusual, to get recognition, incentive ideas and attitudes of life. Middle-aged (26-45 years) of the brand personality needs: based, the concept of identity, encouraging; the elderly (46 years): the pursuit of the health, safety and national pride.
Second, to determine the carrier of personality show
A brand to show the brand personality of the carrier there are many, but as a newly established brand, consumers should find out the easiest and most direct contact with the carrier, the simplest vector such as brand recognition element in the identity (such as the Nike Classic “One hook”, it conveys just do it, there may be the active character), slogans (Li Ning’s “Anything is possible” pass a kind of confidence), the product price (high-price positioning is high , the rich, status symbol).
The third step is to determine ways to establish brand personality
Each brand in shaping the brand personality of the time, with a fixed order to the formula is very difficult, and each brand You Du from different backgrounds and resources, marketing are considered, in the brand personality Jianliguocheng in, or have a common role in some of the work, it can play a guiding role for us.Cheap Ugg of Kids Infants Erin
1, from brand positioning and core of values;
2 to emotional approach to building brand personality;
3, in building the brand personality, attention to our target consumer’s future expectations; 4, brand personality should not be too complicated, or the consumer no fit in, but not recognized by consumers; 5, establish brand personality in the minds of consumers is a long process that requires constant investment.
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