What is the premise of achieving shared marketing? Think about it, what is more shared? There is no doubt that it is the word "interest". Benefit identification is the premise of achieving shared marketing and the more basic principle of sharing. why? The reason is very simple. If the benefits brought by the brand cannot be recognized by all parties involved, then everything is equal to zero, and all brand marketing work will be stagnant. So, how to get the recognition of the interests of all parties involved? There are usually two basic points: First, the brand can really bring benefits, meet the needs of all parties, and things that can not bring benefits to anyone, that is, no one to share; second, to promote their interests, just as the saying goes The saying "the wine is also afraid of the deep alley", others do not know that there are interests in it, it is also equal to zero, so we must spread the benefits through active and effective communication, in order to get the approval and affirmation of all parties. In real life, the actual interests of all parties may vary widely. For example, dealers may focus on whether the brand has market space, and the brand can make money; and consumers may pay attention to the effectiveness of the brand and its products. Such as the use value and price of the product; such as employees may pay attention to their own participation in the brand to bring their own salary and qualifications. However, all the interests must be based on the following two aspects. Otherwise, the specific interests of all parties will be passive water and no roots. First, functional benefits It is usually reflected in the practical utility of the brand carrier. For example, a brand of refrigerators can be more fresh, more energy efficient, and so on. Another example is that a certain brand of flight is more comfortable. Functional benefits can be directly realized by the product, but if the carrier of the brand can bring the benefits of superior function, then the brand can fly on this rocket, just like the rapid growth of Google and the powerful functions brought by its excellent search technology. It is inseparable. Second, emotional interests Emotional interests can satisfy the irrational emotional needs of the audience, that is, the emotional utility that can be brought about, which is the pure part of the brand and the origin value. For example, consumers who purchase certain brands of glasses often feel more secure, more reliable, more graceful, etc. This is essentially an identification of emotional interests. Dealers also need this kind of emotional benefit. For example, many dealers often follow some leader-type characters. In fact, this is the recognition of his personal brand emotional interests. Therefore, if a brand wants to survive, it must have some basic interests. If the brand can bring more benefits to the participants, then the rapid growth of the brand is not a problem. Of course, some brand operators attempt to deceive others and flicker customers through some exaggerated interests. Although they can also get some short-term benefits, it seems that they will advance by leaps and bounds; however, it will not last long, and paper can’t hold fire. . There is no real interest as a basis, it can only be a short-lived, more obvious example than those engaged in financial fraud and illegal pyramid schemes, blowing up the sky, the result? Both people and money.