The development of brand building
The development of brand building experienced the development from the 'unidirectional model' of the 1950s and 1960s to the 'bidirectional model' of the 1980s and 1990s. Today, in the digital era with mobile internet and social networks as the core, Transition to 'panoramic mode'. If the rise of the Internet, the first wave of shock brought about by the emergence of digital media, is a change in the choice of consumer media, then the rise of the latest mobile Internet and social media will have a more profound impact on brand building.
Mobile Internet promotes the emergence of new media
First, the emergence of mobile Internet and the popularity of smart phones have contributed to the emergence of 'connected consumers'. The channel of communication with consumers has been limited channels for a limited time (such as those televisions that consumers pay attention to when they watch TV). Channels), changing to every moment, it is possible to convey brand information to consumers in a precise manner. Second, social media is changing the definition of brand experience. Social media provides a direct platform for companies to communicate with consumers. At the same time, it is a great 'empowerment' for consumers, making information more transparent and allowing consumers' consumer experience to become part of the 'brand'. Affect other consumers' impression of the brand.
Digital technology is now rapidly emerging and new technologies (such as smart hardware, cloud technology, APIs, and big data analytics) are being applied to brand building. The transformation of these technologies has not only expanded the dimension of brand connotation, but also infinitely extended the flexibility of the time and place of brand communication with consumers, making communication and purchase possible in the first time, completely changing the brand building environment.
When the connotation of a corporate brand is expanded, it is necessary to consider not only the brand positioning and brand image that the enterprise gives to consumers, but also the brand connotation that consumers actively create. Corporate branding has also become more diversified. In particular, digital technologies such as mobile internet can create new consumer moments for consumers. Adopting a 'panoramic marketing' approach can not only enhance the effect of brand building, but also directly promote sales while reducing marketing costs and achieving 'precise management' of marketing input and output.
New Media Helps Enterprises Establish Image and Strengthen Brand Construction
Huang Taiji is the best interpretation of brand building in the era of China Mobile's Internet. Starting from the first store of more than 10 square meters, Huang Taiji, who specializes in pancake snacks, opened a store for 10 months and was valued by a venture capital investment of 40 million yuan. This is not the same as the brand creation journey started on the first day of birth. No relationship. According to media reports, in the 12 months since its founding, Huang Taiji has already had nearly 100,000 fans on Weibo and WeChat. Huang Changji’s founder, He Chang, is familiar with the rules of the Internet. As the momentum continues to grow, Huang Taiji’s pancakes have become A startup company that is hotly debated on the Internet.
In addition, in the mobile communications industry, the millet created by 'Reebs' can be described as a major myth in the mobile phone industry: it was established in 2008, and it has been worth 10 billion in 2013 for only 5 years. Xiaomi's success is a typical example of Internet thinking. He first used the Internet to gather a large number of fans, and then used high-profile, cost-effective products for publicity. Using the Internet sales model, together with professional customer service, the fan effect converged to create the current Xiaomi.
From the above examples, it is easy to see that mobile internet and social media in the era of mobile Internet have provided new tools and possibilities for brand building, which has spawned a brand-new brand building and management theory. At the same time, it can also be seen that compared with international multinationals, Chinese companies are not only not behind, but are more likely to be leading, in terms of brand building under the Internet. This is the so-called 'backward advantage'.
Internet, an important part of the security company's brand building can not be ignored
Internet thinking also applies to the traditional security industry and becomes an important part that cannot be ignored. In the prevailing situation from the media, a good reputation can allow security companies to achieve a multiplier effect in brand building, especially WeChat marketing, security companies can use the WeChat public number for brand communication and services. The brand building of security companies, from reputation to reputation, can benefit from the use of new media, the use of WeChat public numbers to disseminate corporate dynamics, corporate culture and other brand elements, has a reputation and reputation, the rapid increase in loyalty can also be expected.
Security companies should make full use of their own advantages while using the current development of hot new media to demonstrate corporate branding, allowing their brands to stand out among many brands, thereby increasing market awareness and improving corporate influence and competitiveness.
Conclusion:
The most important commercial feature of the 21st century is the brand economy. The brand is not just a few words, nor is it a simple advertising repeat LOGO. At one time there were many brands that used the way of promotion, etc., and the popularity could be up. After one or two years, it quickly disappeared. The core problem was that there was no brand in the signboard. Current mobile Internet development is prevalent, security companies should grasp the development opportunities, follow the trend of development, active brand building, and promote core competitiveness.