We all know that in order to make the brand grow rapidly and quickly increase brand awareness is a relatively basic requirement, how to quickly improve brand awareness? The following eight strategies can give you more results with less effort:
1. Let the brand have a loud name
Exaggeratedly speaking, taking a good name has a multiplier effect, and Sony Corporation of Japan is a good example. Sony Corporation of Japan was formerly known as Tokyo Telecommunications Technology Co., Ltd., and its English translation was "Tokyo Telecommunications Engineering Company". Akio Morita found that the name was very unheard of. It seemed to be a password, and decided to rename the company. He rummaged through the dictionary and inadvertently saw the word "souns" in Latin, which means "sound." In Japan at the time, some people called the smart child "sonny", that is, "happy boy." "sonny" is quite similar to the Latin root "souns" and has an optimistic and happy meaning. However, the word "sonny" is spelled in the same way as "sohn-nee" in Japanese Roman, meaning to lose money. Then remove a duplicate letter and turn it into "Sony" (Sony). The name is characterized by no real meaning in any language, and the pronunciation is the same, it is easy to remember, and expresses the meaning that the designer needs - the product is related to the sound. In addition, the word "Sony" is written in Latin letters, and people in many countries think it is from the native language. This is good for raising awareness of "Sony" products and is easy to gain a sense of identity. The naming of "SONY" can be regarded as a classic masterpiece, similar to Coca-Cola, Lenovo, Master Kong, Wahaha and so on. It can be seen that a resounding name suitable for the brand is the principle of naming.
2. Vivid brand image design
The unified image design of the brand is conducive to the consumer's memory of the brand, and can obtain the consumer's cognition in a relatively fast time. The unification of the brand image is conducive to the correct understanding of the consumer and avoids the unhelpful understanding of the consumer. In this regard, many companies in the West have relied on this work to make their business develop rapidly, such as the famous Coca-Cola Company, McDonald's fast food, etc. Many domestic companies have made great progress since the introduction of this work. For example, Youngor clothing, Haier Electric, Konka TV, etc.
3. Good communication points and communication slogans
A new slogan or communication point may be very different in brand recognition. For example, the famous Dutch brand Philips has a slogan “Let's do betterâ€, which makes the world more endless and makes it easy to recognize brand awareness. Another example is McDonald's "I like it", the Chinese men's "men should be a little bit sloppy", Haier's "sincere to forever", Gree Electric "good air conditioning, Gree made" and so on have a strong spread.
4. Advertising creativity must communicate with consumers' minds
Advertising creativity is the soul of modern advertising. The famous American advertiser David Ogilvy once said: "To attract the attention of consumers, and let them buy your products, you must have good characteristics, unless your Advertising has very good ideas, otherwise he is like a ship that is quickly swallowed up by the night." David Ogilvy's "points" are creative. The idea is that the advertising designer imagines, processes, combines and creates the creative objects of the advertisements, so that the products present potential reality, such as good performance, exquisite packaging, reasonable price, and thoughtful service, etc. The specific phenomenon that is felt enables the advertisement to quickly grasp the attention of the consumer and make interest in it, so as to achieve the degree to which the brand awareness can reach the hearts of the people.
5. Advertising should use the stun effect of authoritative media
Advertising is good for brand awareness, and our lives today are not affected by advertising. Advertising as a means of communication has become an important weapon for marketers to open up markets. The size of the advertisement has an appropriate size, not the bigger the better, too much. Its utility is gradually increasing with the increase of input at the beginning, but the effect of advertising after the better selection point is reduced with the increase of advertising input, there is a better choice. The rapid decline of many advertising champions is a good example. For example, the use of CCTV, Phoenix Satellite TV and other authoritative media to promote, can play a multiplier effect of media dizziness, mentioning that SMEs must learn this.
6. Public relations sponsorship is an advertising booster
The purpose of corporate public relations sponsorship activities is to generate and maintain brand awareness. The sponsor's brand will increase its popularity with the promotion of sponsorship activities, and will give the brand a layer of meaning and color of the event. If the event is praised, affirmed, and liked by everyone, Then, the reputation of the brand that sponsors the event will be greatly improved; otherwise, the opposite is true. Coca-Cola sponsored the Olympics is a very successful example, the Olympic Games has become a promotion ambassador for Coca-Cola. Coca-Cola first appeared in the Amsterdam Olympics in 1928 and has consistently sponsored the Olympic Games. In 1996, the Olympic flame finally "burned" to Coca-Cola's hometown. It aimed at this god-given opportunity to spend half of the advertising and promotion expenses of this year for 500 million US dollars as the Olympic activities; dispatched one-third of the headquarters staff to the venue as a volunteer; the contract spanned 42 states, the total length of 1.5 The 10,000-mile US Olympic Torch Relay; a $20 million city-themed Olympic Park in the city center, 6.5-foot-high red line Coca-Cola bottles and the International Olympic Games Museum. The 2000 Sydney Olympics and the 2004 Athens Olympic Games have consistently demonstrated its style. Through these public relations sponsorship activities, Coca-Cola beverages have maintained the status of the world's top, won the consumer's preferences, and its brand value is more than 70 billion US dollars, becoming the world's more valuable brand.
7. Play the role of celebrity
The celebrity's reputation can effectively boost the brand's popularity. Because celebrities, stars, and experts are the objects of many consumers to worship, imitate, and learn. Sports stars, movie stars, and singers are often idols worshipped by young people. With the use of celebrities to promote products and brands, it is easy to attract attention, deepen the impression, and achieve brand awareness. Some products require expert recommendation, such as pharmaceutical products, which are better recommended by famous doctors, and photographic equipment can be more recognized if it is recommended by professional photographers; Li Ning Sporting Goods Company is a very successful example of. Nike's glory can be said to be created by the American basketball superstar Jordan.
8. Enhance the brand with news events
Because the news events themselves have a strong news effect, they are not only widely advertised in major media, but also a topic that people are willing to talk about after a meal, especially those that can shock people, for example, after a major earthquake in Wenchuan, Sichuan, China. In this period, it is said that all other earthquake-related news is drowned in this major news event. If the brand can use it, it can make rapid progress. For example, Wang Laoji’s huge donation immediately whipped up Wang Laoji’s whirlwind. Supermarkets are even in short supply. Wang Laoji’s original reputation is not a very famous brand. It has become a benchmark in brand event marketing. It not only has a significant increase in popularity, but also has a high reputation. It is truly a driving force behind the brand. At that time, Mengniu milk was also swept by the success of the launch of the Shenzhou spacecraft, and it took advantage of the news events of the “Super Girl†selection campaign. Being able to catch up with the "fast train" of news events, the brand recognition will be as good as the "bullet" train.
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