What does brand potential mean?How to build?Improve differentiation and brand potential

We also learned about potential energy in physics class, but brand potential energy is similar to potential energy in physics.

XNUMX. What is brand potential?

Brand potential is simply summed up as the brand energy perceived by consumers.

Potential energy is a state quantity, so brand potential energy is essentially a description of the state of the brand.

What is the state of brand potential energy?

• Potential energy comes from the position and height of an object.
• Therefore, the higher the cognitive value of consumers, the greater the potential of the brand.

Generally speaking, the initial value of a brand has been determined.

However, in order to gain brand potential, it is necessary to transmit value to consumers through experience, marketing, service, etc., so as to improve consumers' collective cognitive value of the brand.

What are the aspects of brand potential?

The brand potential of the product brand:

1. the market share of the product;
2. Popularity and favorability among consumers;
3. Relevance to product category.

• For example: when it comes to shampoo, consumers first think of this brand, which is the embodiment of differentiation and brand potential.

XNUMX. What is the use of brand potential?

Brand potential is not just talk, it plays a very important role in brands and consumers.

• At the beginning of the outbreak, if a brand touched countless people, it must be Wuling Motors.
• Faced with the shortage of masks across the country, Wuling quickly stepped up the production of masks, which won the applause of consumers.
• The phrase "Wuling creates what the people need" has exploded on the Internet, bringing the brand to its most glorious moment.
• Next, the role of Wuling Automobile's brand potential must be obvious to all.
• The local stall economy has become a new trend, and when the public needs to rely on street stalls to make a living, the appearance of Wuling's stalled car aroused heated discussions, and the rave reviews also boosted the stock price.

New products with goods in the live broadcastE-commerceUnder the model, snail powder has become the new favorite of Internet celebrity snacks, and Wuling snail powder has once again become the focus of public attention.

It's hard to find a Hermès called snail powder!

XNUMX. What are the real benefits of brand potential?

What is brand potential?The potential of the brand is that you feel that the brand can’t be said to make me trust and like it.

Which brands have brand potential?For example, Tesla, Apple, and Huawei are all companies with strong brand potential.

The current Bilibili (Bilibili), HEYTEA, and Haidilao are also companies with strong brand potential.

The brand potential will make high-quality customers buy you first, and at the same time make more customers want to buy you (may not be able to buy you for the time being).

Fourth, how to build brand potential?

Isn't that the name and reputation?

The brand is expensive and good, and if there is a problem, it will honestly pay for it.

You have to set a small goal first: homework outside the product performance itself.

• Tesla stands for high technology;
• In the future, Apple and Huawei will represent the world's top domestic products, behind which is national self-confidence;
• Haidilao represents the highest level of service in the catering industry.

A well-built brand is nothing more than differentiation and brand potential. A good customer experience means a good product or service.Positioning+ good technology".

Brand potential means that the product or content is much better than the second one, and it has been recognized by everyone and spread by word of mouth.

XNUMX. Why is it difficult to build a brand online?

You can't do a brand online, but you can do a private domain!

1. Brands need continuous influence and education on users. Offline business, media and channel resources are limited. They only cooperate with a few brands. After hundreds of millions of advertisements are put in, you are the top brand, and then the channel only cooperates with the top brand. So the brand was established.
2. And now onlineWeb Promotion, Traffic is fragmented, e-commerce platforms do not allow a few brands to concentrate, fearing that customers will bully the store, and constantly support your opponents, so it is difficult for you to be a brand.

• Brands can only continue to buy traffic with the platform and maintain the strong position of the platform.
• In this case, to build your own brand, you can only rely on your own private domain traffic.
• You can't be the No. XNUMX brand in the industry, but you can be the No. XNUMX brand in your customers' minds.

This is the difference between online branding and offline branding.

XNUMX. How to improve differentiation and brand potential?

Generally, there are three ways to obtain traffic:

1. The first category is to attract users through paid advertising;
2. The second category is through brand-owned mediadrainageacquire customers;
3. The third category is through customer fission, allowing users to voluntarily share and promote products.

Why do people on the Internet prefer to believe in "brands recommended by Internet celebrities?"

The traditional way of branding is to advertise in mass media in Shanghai to let users know that he is strong and thus generate trust.

• However, new e-commerce brands are recommended by Internet celebrities, because Internet celebrities have their own users, so users think that Internet celebrities dare not deceive the public, because the loss is greater.
• Moreover, the products recommended by Internet celebrities are basically a visible herd mentality. Everyone sees others buying them, so they feel more at ease.
• The essence of the brands recommended by Internet celebrities is to use the private domain traffic of Internet celebrities to obtain trusted recommendations and improve differentiation and brand potential.

The successful promotion of SHEIN's cross-border e-commerce brand is the use of Internet celebrity marketing.Chen WeiliangThis article before the blog mentioned ▼

Why is SHEIN successful? Reasons for the success of SHEIN cross-border e-commerce brand promotion

Founded in 2008, SHEIN is positioned as a cross-border B2C fast fashion e-commerce platform. SHEIN's business focuses on fast fashion apparel, including clothing, accessories, shoes and bags, jewelry, home furnishing, beauty, home textiles and other categories.The founder Xu Yangtian was established in Nanjing, China in 2008. The predecessor...