What Benefits Can Clothing Brands Bring To Clothing?

Through years of practice and theoretical thinking, I realized that the connotation of brand is very rich.

I believe that if a so-called brand really exists, it should have three elements at the same time.

How does the three element of brand play a role in driving purchasing behavior? Let's hypothesized a shopping process.

When a white-collar lady or a man walks through the street.

She wants to buy a dress: "maybe I have to buy a dress." this dress looks good and style looks good. "I saw its advertisement, and its hero is so handsome!" "the quality of this dress is very good."

The fillets stacked on the shelves attracted her attention. The poster on the wall made her remember the picture of the advertisement. She did not need to think deeply, so she picked up the dress.

The above examples outline the three elements of the brand.

To help you understand this concept, please try to answer the following question: if "fili bird" has not been pushed to the mass market, can it be called a brand?

The answer is: according to the concept of the three elements of the brand, the "fili bird" at this time can not be called a brand.

The reason is that there is no understanding and experience of it yet. There is no "cognition" yet, and three of the brand elements are missing.

Let me give an example of the above three elements of clothing brand: suppose that there is a new style of clothing intended to market. This garment itself is the product represented by the brand, which we call "entity".

If we call this dress "Philip bird", we design a fashionable trademark for it and register it in the trademark office. We call it "distinction".

This product is popular on the market, and is very recognized for its fashion, unique design style, beautiful product packaging and image spokesperson.

When mentioned the name "fili bird", these associations can be immediately in mind.

Whenever I see a new brand definition, I will put it in the framework of practice to test, but the result of the test can not satisfy me.

A similar problem will happen not only to me, but also to anyone who deals with brands.

Whether it is the top leader of the enterprise or the market leader, and the employees of the advertising and public relations companies are actually talking, promoting, creating and managing the brand every day.

But for the people who live on the brand, it is amazing that there is no established definition or authoritative explanation about what is a brand. Maybe some friends will enrich their knowledge, think more deeply and have more experience, and will try their best to establish their own theoretical system and guide their work according to the needs of daily business.

But the vast majority of people, as for blind people, are often one-sided, relatively simple or even mistaken to understand and apply the brand.

The confusion of this brand definition seriously affects the establishment, development and growth of China's excellent brands, which restricts the cultivation and growth of Chinese excellent talents brand management.

Therefore, a relatively complete brand concept that can be applied to practice must be established in a short time.

It should be able to explain various brand phenomena, be compatible with most brand theories, and most importantly, be able to guide the practice of brand management.

Some of the attempts to define the brand in the following are just the views of the website, for reference by colleagues, and to develop a practical brand theory.

The definition of the three elements of brand tells us that

The experts of the Shang standard network say well: first, what to do, then how to do it.

The purpose of this article is to make clear what the brand is.

When we really understand the concept of brand, we can further study the method of brand building.