19 brand third principle: brand equity principle 2- inventory and arrangement of brand equity

List of brand assets

The previous content explains the concept of brand equity. Let's look at the practice of brand equity operation. Divide these steps:

The first step, brand assets inventory;

The second step is to sort the brand assets;

The third step is to set the brand equity target;

The fourth step is brand equity investment.

Brand equity is consumers' brand cognition that can bring us benefits. What is this cognition? Just like you know a person, you need to know his name, his appearance and some things he does. So, you can trust him and be willing to deal with him. This cognition is the brand equity we talked about earlier.

What are these perceptions? Let's take an inventory, which is called brand equity inventory.

Let's take Xibei Youmian Village as an example to take stock of brand equity.

1. What is Siebel's biggest brand asset? The biggest asset of any brand must be its name, because it can't exist without a name. Therefore, "Xibei" is its first brand asset.

Second, what else do people know? "I love you"

Some people also know that "one table for 25 minutes" is very important and can bring benefits. For example, when we went out to eat at noon, others said we would go to Xibei. Why? Because the food is served quickly and we can serve a table in 25 minutes, then we can accurately predict when we will come back from dinner.

When we advise others to go to Xibei, we also say, serve quickly. So "serving a table in 25 minutes" is its brand equity.

Brand equity ranking

After the brand assets are counted, the brand assets need to be sorted. Brand equity ranking is the focus of brand equity investment. For example, when a * * * has four things and can only say one thing, which one should I choose to say? When you can say two things, who is the second?

Take Xibei Youmian Village as an example. What is its first brand equity? As we just said, it must be a name! The first brand asset is "Xibei", which is the symbol of that square.

What does this thing mean? In some places, when there is only enough room for one thing, put the name. For example, billboards on highways, cars speeding by, so much information that people may not even see your name. Didn't you do your advertisement for nothing?

Now on the way to the airport, such as the airport expressway in Beijing, there are many car advertisements on it. Have you found that half of the car advertisements are cars that don't know which brand? There is only one car on it, but no sign. Brands with high recognition, such as Mercedes-Benz, BMW and Land Rover, can be used, while Toyota and Honda are hard to distinguish. I find that advertisements for Japanese cars are usually not easy to see. This is because it is not handled well in the ranking of brand assets.

There are two works by Hua and Hua on the high-speed billboard of the Capital Airport:

One is Chinese happiness. I put the four characters "Huaxia happiness" and the corporate logo. There is a small print below: industrial new city operator. The fine print of "industrial new city operator" can be read if you can, but forget it if you can't see it. Because of the brand equity ranking of Huaxia Happiness, the first name is "Huaxia Happiness", the second is logo, and the third is "Industrial New Town Operator".

The other is China, China's own. What are the brand equity rankings of China and China? First, the names of Hua and Hua; The second photo is the iconic photo of Huashan and South China. The two brothers are holding hands. So my billboard has the first name, the second is a photo of two people, and the third is our methodology and our slogan: "Super symbol is super creativity."

Therefore, when designing this billboard, Huahua+Brother+Super Symbol is super creativity.

Let's go back to the brand equity ranking of Xibei Youmian Village.

The first brand asset is the font logo of Xibei Youmian Village.

The second is the brand equity "I love you". Maybe one day "I love you" will come first, but not yet. Just like NIKE, the earliest hook was written with the four English letters "Nike", otherwise people would not know what this hook was. However, with the passage of time, the last hook became its first asset, and the English word "NIKE" was dropped. This is a change in the ranking of brand assets.

What is Siebel's third brand equity? We also have a slogan called "Close your eyes, everything is delicious". This is a good asset and a good reason. Say it's okay to eat in Xibei, "Close your eyes, everything tastes good", or you can tell others that we will go to Xibei, "Close your eyes, everything tastes good".

However, the recognition of this sentence is still not high. The reason is that "I love you" is not only a brand symbol, but also a slogan, and it is difficult for customers to remember another sentence. And we didn't invest ourselves.

Another case between China and China is the advertisement of Hanting Hotel "Love cleanliness, live in Hanting". We posted six words on the roof of Hanting Hotel, which was a great success. After seeing it, Mr. Jia of Xibei said: "You see, Hanting's' love of cleanliness and living in Hanting' is quite good. Let's try hanging' Close your eyes, everything is delicious' in the store. "

"Love clean, live in Hanting" is six words, "Close your eyes, everything is delicious" is ten words. It is no problem to hang these six words on the roof, but after ten words are posted, there is no way to post "I love you". I can't say this. "Everything tastes good with your eyes closed" can only rank third at most, not ahead of "I love you", so you can take the lead. Therefore, we have not been able to put this sentence into practice so far.

It can be said that "closing your eyes, everything is delicious" is still the brand equity goal of Xibei Youmian Village today. However, I haven't invested in it yet. The main problem is that it is not easy to put in TV advertisements now. If you had cast a TV advertisement ten years ago, the people of the whole country would remember this slogan as if they remembered "giving away melatonin".

Since we put "I love you" in the second place, can "close your eyes and eat everything" be ranked in the second place? We think that the front and back are slogans, which are inappropriate. Third, be specific. Xibei Youmian Village has entered the United Nations, so we take the photos of our Youmian sister and UN Secretary-General Ban Ki-moon as our third brand asset. I also said that Ban Ki-moon may be the last UN Secretary-General whose name and appearance are still remembered. Bringing Xibei Youmian Village to the United Nations always appears on the first page of the menu. Hope to release 100 years. Like the Panama Gold Award of Maotai, it is also called the legendary asset of the brand.

So, one thing has been said, repeated, repeated. What is a legend? After a long time, it is a legend.

So, what is Siebel's fourth brand equity? Is it "a table for 25 minutes" or "no money if it's not delicious" Neither. To the fourth, it should be a specific product.

Brand equity is consumers' brand cognition that can bring us benefits. Why did the client come? He always comes for our products, and for the restaurant, it's for our dishes. What is the fourth asset? That's beyond our control. We control the range of several special dishes, different customers have their own likes and memories, and then we promote these products according to the seasons. There is Toona sinensis oat noodle in spring, and there is a saying on Children's Day that "if you have a baby at home, you should eat scallops". Some people will remember mutton kebabs, some people will remember gluten, and some people will remember stir-fried beef heart vegetables. Radish and vegetables have their own tastes, and consumers should make their own arrangements.

Let's talk about the brand that can get the APP. Because Xibei is a company with a history of 30 years, only 3 years until 20 19, and its brand assets are still in the process of formation, which is different from Xibei.

Let's get the name of the APP now, and the name will always come first, just as we said.

The second is the founder IP of Luo Zhenyu. IP, the founder of many enterprises, is a very important brand asset. For example, Ma Yun is a very important brand asset of Alibaba. Huashan and his younger brother South China are also important brand assets of China and China.

Ranked third is Luo Ji Thinking, which is the earliest video program he made when he started his business.

This is the reason for its success, but it is also an obstacle to its development. This is its problem.

As soon as Luo Zhenyu saw me, he said, if we can't put Luo Zhenyu and Luo Ji's thinking behind us, then we can't be a big company.

Let me talk about the topic of founder IP again, because this issue is often discussed, saying that the company boss should become an IP and a brand.

I think so: brand equity, we say we want two benefits: one is to buy my products, and the other is to spread my good reputation. Here's what I think of each other's positive IP: first, it's definitely good; Second, it should become a medium, not a product. Before Luo Zhenyu became a product, it was the reason to buy it. I'm here to buy Luo Zhenyu. If you are a reason to buy, you can only sell the quantity you can produce.

Me too. I'm just a consulting company. Hua Nan and I are the reasons for buying. However, if all customers want me to do it, my company can only be a small company, not a big company.

However, I turned Huashan and South China into a media, that is, the role of advertising spokespersons. We should not be the reason why people buy, but the symbol that people talk about. This has changed from the first benefit-the benefit of buying reasons to the second benefit-spreading my good reputation. This is the key to grasp the founder IP.

So the founder IP is a very valuable brand asset, but it depends on what role you play. It must not be a product, but a medium.

Therefore, obtaining a new goal is to promote these products and courses, and make them into products like gluten, beef bones and mutton kebabs from Siebel. So, what are "gluten", "beef bones" and "mutton kebabs"? Xue Zhaofeng's economics course, Liang Ning's product thinking 30 lectures, Chinese businessmen's 5-minute business school, Huashan's Sun Tzu's Art of War 30 lectures and so on. These assets are brand assets that can bring us benefits and let consumers buy the final say. In 20 18, we upgraded the acquired brands. For example, China and Huawei acquired the image of an owl and created the slogan "Knowledge is at hand", hoping to guide these assets.

In recent years, I have been insisting on making a New Year's speech, which is like finding a cultural matrix when we said that the Spring Festival Evening was implanted. It found the cultural matrix of New Year's Day. There is also a newly established university, the Spring Festival Evening of Knowledge, which starts on 20 19. The investment and establishment of brand assets such as products, services and brand activities have continuously promoted development.

To sum up, the operation practice of brand equity:

First, take stock of brand assets and list all brand assets;

Second, the importance ranking. Brand equity ranking is the focus of marketing, communication and investment.

Thirdly, by analyzing the problems existing in current brand assets, clearly put forward the goal of new brand assets and what assets to build;

Fourth, invest with actions and money. All investments are investments of time and money.