Many enterprises are busy doing marketing, and finally the phenomenon of marketing involution has recurred, and the marketing volume is essentially to carry out low-level repetition and competition in the local battlefield, ignoring the underlying thinking of the overall situation, this low-level competition, especially the price war, is the most common.
In fact, brand building requires closed-loop thinking, completing the transition from "cognition - cognition - identification", so that more consumers know you, familiar with you, generate trust and like, and eventually form a purchase, which is the most complete brand marketing value chain.
In more detail, brand recognition - visual communication; brand recognition - mental positioning; brand identity - brand equity. Customers contact the brand from visual symbols and other elements to understand, small to a package, large to the whole set of solutions, series of products, etc. all rely on the visual eye to perceive; followed by these visual symbols, images, text, etc. how to impress the customer, that is, the position of the product or service customer in the mind, it is very clear what represents what, this is the positioning; finally, after these experiences, perceptions, and purchases, etc., the customer agrees with what, the core behind it is the resonance of the core value of the brand, Customers benefit from the brand will be recommended to others, introduction and other behaviors, as well as the resulting word-of-mouth effect, the brand image, trademark, copyright, patent and other aspects of the collection, gradually let the brand have long-term intangible value, this is the brand equity.