With the maturity of the market economy, more companies are aware of the importance of the brand, and with the advent of the buyer's market, consumers become the mainstay of the market, the trend of product homogenization is more and more obvious, the consumer's primary choice It is the brand. Ever since, the advertisements have been overwhelming. What is the effect of doing this? We say that to measure the pros and cons of a brand, there are two indicators: popularity and reputation. Tossing any of them does not mean that the brand is a brand. The huge advertising costs invested by many manufacturers in each year have only completed the construction of brand awareness, and have not helped the brand's reputation. Brand awareness, in short, is the social and public awareness of the brand. The simpler way to increase brand awareness is through advertising bombing and media hype. For example, before I open a channel at random, I will hear the melatonin of "this year's festival is not receiving gifts, and only accepting melatonin". Intensive TV commercials bombard, and even children who speak the language will say a word. The popularity of melatonin is well known. Brand reputation is the evaluation of the brand by society and consumers. This is an important factor in the success of corporate branding and product marketing. Consumers believe that your brand and products are trustworthy, they will identify and buy, and vice versa, respect your brand and products. It can also be understood that the popularity is the purpose of the enterprise that consumers want to know their own brand. It needs the enterprise to achieve it through various means. It is the subjective consciousness and behavior of the enterprise; the reputation is the understanding of the corporate brand formed by the consumers. Consumers’ own consciousness is their subjective understanding through various objective phenomena. Reputation is the basis of sales When you go to the store, when the promoters introduce a product to you, your front eye is the brand. "xx brand? I haven't heard of it", 99% may be shaking his head. In the subconscious of consumers, a brand that has never heard of it is not worth buying. As a result, brand companies have increased their packaging and promotion of their own brands. “The wine is also afraid of the alleys†is what these companies are worried about. In any case, you must first show your brand, first let consumers know This brand of your own. In terms of the promotion of popularity, what has been done well before is the “three-strength pulpâ€. Whether it is rural or urban, its propaganda slogan can be seen everywhere on the wall. What is better now is "Melaton Platinum", which is continuously broadcast on TV, and even children can fall back. Their popularity can quickly penetrate the hearts of the people, which lays the foundation for their rapid growth in sales: "Sanle Pulp" in the past three years, sales exceeded 2 billion; "Melaton Platinum" revived Shi Yuzhu's giant group. Without visibility, your sales can't be discussed because consumers can't pay for a brand they don't even know. This explains why companies invest huge amounts of money to advertise and participate in the “xx well-known trademarksâ€, “xx brands†and “xx exemptionsâ€. Because consumers believe that these can dispel their doubts, buy these, rest assured. Reputation is not equal to reputation Many companies believe that the popularity is reputation. As long as I maintain the exposure on CCTV, local TV stations, major newspapers and websites, my reputation will naturally rise. In fact, this is not true. As mentioned above, popularity is the understanding that companies impose on consumers, and it is not the consumer's own perception of the brand. "self boasting". And what we see on TV, newspapers, and the Internet are these things. Are these reputations? No. Many companies have a situation of "knowing" and "beauty". Consumers buy your products, not for your popularity, but for the reputation behind your popularity. "Sanlu" is a well-known Chinese brand, and the state is exempt from inspection. Is it enough? How is its reputation? "Melamine" brings endless suffering to countless families, and this company is not trying to remedy when the crisis is coming, but rather to push and cover it. When the truth comes to light, it is the time when it ends. The reputation has dropped to a lower point in history, and it is foreseeable that the “Sanlu†brand has been abandoned by consumers. Reputation building is a long-term process How can we build the reputation of our brand? The author believes that perseverance is a more important factor in the building of brand reputation. We can't hope to build a good impression of our brand in the hearts of consumers once or twice. Haier’s “sincere and forever†is that Zhang Ruimin’s destruction of 80 unqualified refrigerators has been recognized by consumers. No, Haier people have been deeply rooted in the hearts of the Haier people with a consistent and sincere service for more than a decade. "Good air conditioning, Gree made" is the brand that Gree printed on the consumer with the quality of its own products. Sponsoring a sporting event and participating in a social charity event can add value to your brand's reputation, but this is not the main thing. More important is the quality of your products, the loyalty of consumers to you, based on the quality of the products and services you provide to them. Drink your milk, urinary stones, use your water heater, gas poisoning, how can they trust your brand? Where does the reputation come from? Products and services are the form in which consumers come into contact with your brand. The quality of your brand is reflected in products and services, and the reputation is generated from here. Long-term persistence, bringing high-quality products and services to consumers is the source of your brand reputation. Whether it is Haier or Gree, they bring what consumers really need, and it is a decade of persistence! At the same time, the reputation is obtained, consumers demand your sincerity, not deception. The addition of "melamine" to improve the false high protein content of milk powder during testing is a typical fraudulent act. The crisis of trust brings a lack of reputation, and the brand certainly does not suffer! Because the development of your brand is built on the reputation, and the scale of reputation is in the hands of consumers! 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