2017-11-22

原創觀點

重新認識品牌——記住 品牌的第一要義是產品

最近跟同事和客戶談論品牌,聽到一些觀點后有一種“蛋蛋的憂傷”,或者是因為我太偏執了。原因是什么?大家對品牌有一種“宗教式的虔誠”,卻沒有對它有一種基本的認知。

什么是品牌?我簡單考證了一下,大概有10多種主流說法。比較流行的有品牌形象論、定位論、體驗論、價值論(基因論)……還有一位朋友同我說,他認為最準確的品牌定義是“品牌是消費者與產品有關的全部體驗”。這些定義在各自的邏輯下都沒有什么問題,但都不是本質。

比如品牌形象論,奧格威特意在書中強調:品牌形象對那些人們看得見品牌名稱的產品,諸如香煙、啤酒、汽車、衣著等尤為實際。在實際應用中也確實如此,但是在這些產品之外就沒有太多意義了,普通人吃個快餐總不至于還計較個品牌形象和個性吧(此處不接受抬杠)。

定位理論也是,市場上有大量的品牌并不符合定位理論,當理念和實踐沖突時,首先不是去質疑這些品牌有問題,而是應該去懷疑理論出現問題了。實踐是檢驗真理的唯一標準。還有所謂的價值論,這本身沒有什么問題,品牌是一個價值體系,但是被帶偏了,成了空中樓閣,更病態的做法是挖空心思想高大上的詞去美化“品牌價值”,卻忘了經營的本質,忘了在產品和服務上花心思!

品牌是什么?翻詞典啊!《現代漢語詞典》定義:產品的牌子,特指著名產品的牌子。當然你一定會認為我這么草率,用這么不權威的定義。可《詞典》里就是常識啊,是我們所有人的最基本認知,不信問我們身邊的非專業人事(比如我們的父母),他們認為品牌是什么。你一定會得到這個答案。

所以“產品的牌子”就是最本質最常識最基礎的一個定義,放之四海而皆準。而且“定義”是要用來做事的,這個定義做什么事呢?

品牌=名字+產品業務結構。

所以只要有名字有產品,就可以算有品牌。好產品、知名的是品牌,差的、不知名的也一樣是品牌。蘋果是品牌,華為和小米是品牌,大可樂手機也是品牌,只是知名度不同而已。我們通常說“有品牌”和“沒品牌”,其實不是,我們都有品牌。但不同的是,知名品牌和不知名品牌,這就是《詞典》里的后半句定義:特指著名產品的牌子。

所以企業做品牌,首先應該是有個好名字,這就是前面分享過的命名原則;其次合理的產品業務結構,產品可以聚焦也可以多元化,這是企業經營邏輯的選擇和資源的匹配能力。經營是一種實踐,一種藝術,不是科學公式,沒有既定的套路。而品牌的簡單邏輯其實就是取個好名字,讓更多的知道和記住你的名字和你的產品,并且信任你形成購買權益的保證。所以品牌沒那么高大上,它不需要“宗教式的虔誠”,踏踏實實地研究產品,踏踏實實地定價格,比想幾個高大上的詞來得實在多了。

但是為什么當今社會各種品牌理論會充斥呢?這是因為中國市場的營銷是極不成熟的,在90年代末和2000年初的時候,一堆“點子大師”出現,兜售他們的咨詢產品。簡單傻瓜式的點子方法易接受易使用,大受市場歡迎。然后他們又將品牌的概念和地位無限提高,用來提升自己的地位和價值,讓更多人來“購買他們的咨詢產品”,品牌學最終成了一門“玄學”,好多企業對品牌都成了“可望而不可及”的狀態。但隨著企業負責人、高管的整體素質越來越高,這些“大師”的地位也就越來越低。我經常遇到從廣告公司跳槽到甲方的品牌負責人,上來第一話就是你們這些套路我很熟悉,來點實際的。

最后跟大家分享一個小竅門來鑒別“神棍品牌策劃公司”和“靠譜品牌公司”,所謂“竅門”都是片面的,只能是參考,大家不必較真。但凡上來就大談戰略或品牌價值的,基本都是“神棍公司”;跟你糾結和鉆研產品、定價、渠道的都比較靠譜。這不是我說的,一位前輩說的。同樣的意思《冬吳同學會》里也有提到過,大家可以去聽一下梁冬的玩笑話:上過EMBA最大的好處就是不會再被那些上來就談戰略的大師忽悠。

明星彩票 44995156.com | www.cai345.cc | 0289r.com | www.js815.com | www.df79.com | tour76.com | www.91779z.com | 77368888.cc | www.hg33711.com | www.ykylc03.com | 4499vn77.com | www.58665b.com | www.371951.com | 23800a.com | www.6939m.com | 3559zzz.com | www.056005.com | www.607992.com | blhvip15.com | www.7240n.com | chinajtw.com | www.5045678.com | www.376163.com | d00351.com | www.68993229.com | 81366t.com | www.938y.cc | www.43131n.com | www.38200b.com | www.9155d.com | 6146j.com | www.16181v.com | 5443o.com | www.a666666.com | www.805836.com | yu989.com | www.bet379.com | 3678m.com | www.71071v.com | 9030n.com | www.523234.com | www.66621o.com | www.56520n.com | www.hy2522.com | 2851g.com | www.940.com | 36406688.com | www.3775v.com | mmm5682.com | www.65066bb.com | 3245y.com | www.8088msc.com | www.161570.com | www.995m.net | www.317199.com | www.bj9093.com | www.681968.com | www.hg298.com | www.820933.com | 88021a.com | www.5091y.com | 123456aa.cc | www.790711.com | 3700988.com | www.1388pp.com | hg0886.tv | www.60886i.com | 33432i.com | www.73990i.com | 8449spj.com | www.9908598.com | 3121ii.com | www.my95.net | 30019ff.com | www.759027.com | 0199955.com | www.qm8668.com | 5429r.com | www.am00000.com | 65561155.com | www.3691o.com | n1915n.com | www.16065f.com | 7742mm.com | www.33997.com | www.dz829.com | www.711448.com | www.0860v.com | www.018916.com | www.pj20888.com | hcp7777.com | www.0057g.com | hg10b.com | www.68365f.com | m3410.com | www.904029.com | 500000701.com | www.709337.com | www.4972jj.com | 86811e.com | www.suncity888.com | 8722wwww.com | www.js89q.vip | s5429.com | www.3552g.com | www.vtm005.com | www.106165.com | www.28557.com | 563820.com | www.33vn777.com | zhcp12.com | www.401273.com | www.656888.com | 15a31.net | www.7920p.com | dzj.cc | www.hc8878.com | www.777307.com | 1775y.com | www.46630.org | 33hh8331.com | www.693930.com | www.367888a.com | 360urlscan.com | www.xpj8869.com | feicai0794.com | www.349077.com | www.811sunbet.com | 3405zz.com | www.91954.com | www.betgobet.com | 22299kk.com | www.26299i.com | www.fcbmp.com | 2324rrr.com | www.81608w.com | www.56733t.com | cr789.co | www.47707.net | 118888o.com | 3685d.com | www.2021t.com | 3122cc.com | www.126730.com | www.456vip.com | 33ff8331.com | www.530877.com | www.68suncitya.com | 3416n.com | www.am7654.com | www.8882244.com | 3522w.cc | www.504077.com | www.klcp3jc.com | bet577w.com | www.206882.com | www.0011xpj.net | 7779k.cc | ff555u.com | www.1764v.com | www.hj5888.com | yh888w.com | www.08088.com | www.70777.com | 69990m.com | www.33997j.com | www.448222.com | 3566bb.com | www.572918.com | www.28000u.com | 56988t.vip | 7945tt.com | www.5856871.com | www.1116141.com | 50038q.com | www.876312.com | www.c63.com | 2613z.com | 6220zz.com | www.ylylc07.com | www.4449193.com | 86611k.com | www.569361.com | www.38138l.com | www.147755.com | 2222k9.com | www.2934e.com | www.z7793.com | 61828.biz | 11nn8331.com | www.23hf.com | www.pjgw55.com | www.8124g.com | 22933s.com | www.344747.com | www.823250.com | www.3643l.com | yun666.com | www.106316.com | www.x22678.com | www.153msc.com | 3522c.vip | dz888.com | www.cp369.net | www.x69096.com | www.pjbet888.com | hc3389.com | 3936m.com | www.4963jj.com | www.69896.com | www.23636m.com | www.6889779.com | 015114.com | 3169i.com | 79964.com | www.rcw8811.com | www.351817.com | www.547077.com | www.809571.com | www.ywzuqiu.com | www.8816n.com | www.15259.cc | www.8816l.com | www.35918p.com | www.77801j.com | www.7714s.com | www.61655g.com | www.36586666.com | www.4923k.com | www.365003.cc | www.1434d.com | www.9187p.com | www.089638.com | www.550022.com | www.5856873.com | www.2418y.com | www.13434c.com | www.8582ee.com | www.9238777.com | www.907004.com | www.1009.cc? | www.68682n.com | www.87096.com | www.666xm.cc | www.cb2188.com | www.853053.com | www.606530.com | www.366746.com | www.126509.com | 2455k.com | 97886699.cc | zyrb.com.cn | 3156mmm.com | w69441133.com | 8037p.com | 3522jj.com | jlshckj.com | www.1314zeri.com | www.bb8005.com | www.8yw.net | www.8806488.com | www.4996tl.com | www.44118p.com | www.954321j.com | www.23579f.com | www.hc8878.com | www.440343.com | 71005.com | pj100.vip | 76543e.com | 4461s.com | 99151v.com | www.kfa6.com | www.0096ii.com | www.333wh.com | www.x32939.com | www.r999996.com | www.hg6767b.com | www.c4532.com | www.262771.com | 4379k.com | 6261b.com | 2jsxxx.com | 2381k.com | www.60778.com | www.88803.com | www.59199.com | www.99094z.com | www.8839b.com | www.324077.com | hg9088.com | 8040hhh.com | 9694x.com | www.333222m.com | www.lhj2288.com | www.70hga.com | www.428.com | www.39cp.cc | www.51515u.com | 35066.com | 3534h.com | 80892tt.com | www.85016.com | www.98698m.com | www.37377q.com | www.535666a.com | 3678ww.com | df8w.com | 2864k.com | www.hg0450.com | www.55545f.com | www.115107.com | www.666507.com | 9822.bz | 86611h.com | www.112888.com | www.360049.com | www.32031o.com | www.2109k.com | 201599.com | bozhongle.com | ly88888887.com | www.xpj3666.com | www.f83377.com | www.1368j.cc | 3614e.com | afcp03.com | www.bet1622.com | www.120048.com | www.180662.com | www.355204.com | 38818.com | 55899f.com | www.03365t.com | www.x98478.com | www.661526.com | c62365.com | 3844ii.com | www.5588212.com | www.6678685.com | www.290727.com | 5802ww.com | www.284888.com | www.w9819.com | www.50051z.com | bet577i.com | 8037uuu.com | www.309181.com | www.40288f.com | www.599642.com | shen3322.com | www.hg158.ag | www.63606o.com | www.557032.com | ma76.com | www.00829h.com | www.3032dd.com | www.550414.com | 0332i.com | www.hg799900.com | www.32031j.com | www.349577.com | 4189222.com | www.58777q.com | www.184088.com | www.106396.com | 4255hh.com | www.ok49.com | www.80075.com | 35252d.com | www.81866g.com | www.4828118.com | www.622207.com | 3522jj.cc | www.fbs44.com | www.ya2019o.com | 73999w.com | 22556p.com | www.22vn777.com | www.628867.com | 7003n.com | www.js347.com | www.50788w.com | 22207p.com | www.am1666.com | www.2566y3.com | 7894k.com | 2544b3.com | www.2296877.com | www.599487.com | 4nsic.com | www.996sun.com | www.hm2999.com | 9737.com | www.hg2182.com | www.6hcczz.com | xgsaimahui.com | www.pj7058.com | www.50052f.com | 3726o.com | www.32666s.com | www.97655n.com | uuu5701.com | 228888z.com | www.5099ee.com | www.620239.com | 20160913.in | www.fh70.com | www.589021.com | pj88pp.com | www.bet6886.com | www.fyyy5.com | 53166r.com | www.70337.com | www.055y.cc | pjneimenggu.com | www.3459v.com | www.ya2019o.com | 487982.com | www.yinhecc00.com | www.5856865.com | 48281111.com | www.831813.com | www.36585555.com | hg12020.com | www.33166.com | www.sxyl2.com | 40033rr.com | www.c5c44.com | www.324877.com | 5589m.com | www.69567n.com | ab55.com | www.4938k.com | www.9155b.cc | 3662c.com | www.799666s.com | www.025728.com | 6647g.com | www.388158.com | xxxx0122.com | www.3165.com | www.589196.com | 2381i.com | www.97828d.vip | 28288zz.com | www.60778.com | www.2109aa.com | 3522l.cc | www.7415vv.com | 365wang.com | www.292939.com | www.21202y.com | 7599x.com | www.0661777.com | www.53911a.com | www.hg2877.tv | www.54400s.com | 67890mm.com | www.565560.com | bet577b.com | www.bet365de.com | www.qucp4.com | 52599a.com | www.86339z.com | 1483g.com | www.haomen1.com | www.142525.com | www.a2a444.cc | www.21202z.com | 88851w.com | www.087c.com | 081234.com | www.9170107.com | 876878h.com | www.ty66.com | 79964d.com | www.7025r.com | www.rcw8833.com | w00351.com | www.77801j.com | 6766.com | www.179101.com | 66287d.com | www.7788msc.com | 99009193.com | www.138136b.com | 20777788.com | www.yyyy0066.com | 1077ff.com | www.hg7754.com | www.33112o.com | www.330099n.com | www.c8712.com | xx888y.com | www.5109.cc | bb888bb888.com | www.7793p.com | 6220ff.com | www.9928l.com | 2851q.com | www.71233h.com | 6868bb.cc | www.35918z.com | 8696.cc | www.43818d.com | 9149j.com | www.83565.com | gg56988.com | www.5095g.com | 4637700.com | www.c5905.com | www.pj6633.com | www.620239.com | www.40686d.com | www.622989.com | www.v15501.com | www.50732i.com | www.jsdc878.com | jkglpeixun.com | www.381111.com | 3151.com | www.5360ss.com | 6613633.com | www.45598q.com | 820pj.com | www.3846d.com | 50099h.com | www.66376z.com | 983888n.com | www.5854s.cc | www.9374z.com | www.117318.com | www.91399a.com | 1312166.com | www.366708.com | 3568o.com | www.zzyl61.com | 44002007.com | www.qucw8.com | www.88807z.com | yin6666.com | www.sjc02.com | z2649.com | www.7249r.com | hg1044.com | www.3933t.cc | www.f4737.com | 89439922.com | www.90.tt | 5856aaa.com | www.89969.cc | www.07078006.com | 2012vip77.com | www.s3065.com | 4556f.com | www.50054p.com | www.0333hg.com | www.440343.com | www.o9993122.com | 4066n.com | www.x33678.com | zhcpxx.com | www.371951.com | www.9611msc.com | cp014.com | www.86339q.com | 33115tt.com | www.453552.com | www.beb100.com | 380111666.com | www.21202g.com | www.7025q.com | x45638.com | www.03a88.com | 66300vip49.com | www.54400j.com | www.00829h.com | 08159l.com | www.77mgm777.com | 2535app.com | www.321693.com | www.a11166.com | 294650.com | www.hx6694.com | www.299991.com | bet365.com | www.9155g.cc | www.004716.com | 1407.cc | www.52303h.com | www.677100.com | 1463m.com | www.a387387.com | www.k8530.com | 33382zz.com | www.hg88676.com | www.js30333.com | 62033.com | www.35252c.com | 3168b.com | 2418.com | www.h98478.com | www.6491n.com | 58802q.com | www.38775zz.com | www.ds22222.com | 914903.com | www.6678576.com | lehu556.com | 3258r.com | www.56720.com | www.5364d.com | 80368r.com | www.66376g.com | www.hg7211m.com | 992222v.com | www.599641.com | www.88166v.com | qycps9.com | 518cp-3.com | www.7886267.com | www.vns8489.com | 2383cc.com | www.hcjt1.com | www.c44kk.com | 3202e.com | 1253-9.com | www.8d828.com | www.hg8169.com | 3775l.com | www.552358.com | www.466890.com | www.df4566.com | 36400011.com | www.hw7890.com | www.cx9871.com | 2015.com | 7945jj.com | www.66376z.com | www.9374i.com | 0033w.cc | 2267j.com | www.9511888.com | www.4646111.com | hga026.com | 61652z.com | www.50064h.com | www.58695.com | 8569811v.com | www.51515t.com | www.106795.com | www.503811.com | 3078g.com | 1775gg.com | www.8113.cc | www.19019r.com | 3467c.cc | vns55545.com | www.567620.com | www.495.gg | www.xg536.com | 3136oo.com | 1495f9.com | www.66530.cc | www.4727099.com | www.333222f.com | js181.com | 7811uu.com | www.33588c.com | www.rcw058.com | g2383.com | 1665rr.com | www.801279.com | www.7920i.com | www.xpj1507.com | 2267o.com | 363369.com | www.578411.com | www.159957.com | www.y6007.com | cpcpapp.com | 3807vv.com | www.234297.com | www.0601z.com | www.cp98.com | www.pj39330.com | jbb001.cc | 4255hhh.com | www.8839g.com | www.078121.top | www.5312m.com | 4023p.com | 7893w04.com | ll2205.com | www.cbw222.com | www.47506.vip | www.l07.com | gc8.com | 923160.com | baifucaipiao.com | www.589zf.com | www.6880ww.com | www.212323.com | j1503.com | 6677bet.vip | 3938hh.com | www.5854i.cc | www.1764v.com | www.xpj00220.com | www.ylg1234.com | 3807oo.com | 26444r.com | www.128760.com | www.757zf.com | www.773530.com | www.58665u.com | www.44msc.la | 55818l.com | e4212.com | 2127q.com | www.620977.com | www.rfdc07.com | www.40598.com | www.382888.com | www.365969.com | hgyz5.com | www4165.com | x4444.com | lg5577.com | www.689169.com | www.4323z.com | www.45598z.com | www.10ff8.com | www.7720b.com | 4541e.com | 2851s.com | 500000531.com | www.33112i.com | www.811030.com | www.15355y.com | www.pj9030.com | www.55070v.com | www.h1765.com | www.hg5532.com | www.xjs8890.com | hg00566.com | 159666n.com | P35s.com | www.26878a.com | www.901758.com | www.2934o.com | www.81608k.com | www.103575.com | www.28000w.com | www.aobo12345.com | www.29645.com | www.43434688.com | js88813.com | 2767g.com | bozhidao.org | 4444c9.com | 776091com | 1669a.com | 01234mmm.com | 29918a.com | www.144428.com | www.501210.com | www.920959.com | www.w459.com | www.08588z.com | www.77801c.com | www.25809.com | www.11599.com | www.hg32228.com | www.4996sy.com | www.9b001.com | www.cao880.com | www.138585.com | www.43012l.com | www.nn32355.com | www.67797b.com | www.js69ll.cc | wns4.net | 9995s.cc | 4340bb.com | 7736p.com | 4288z.com | w7776.com | 30179944.com | 3568q.com | 33599vv.com | 649600.com | 4812a.com | 032656.com | 4066zz.com | 80878o.com | 99009193.com | 55331xs.com | cp11991.com | 65561122.com | 5589o.com | bwin8f.com | 611666.com | 3304tt.com | 3304nn.com | 032656.com | jixiang10.com | 80878t.com | 0600x.cc | k85686.com | xx888d.com | 皇冠娱乐场.com | 61328844.com | hh.bet | 1bet2.com | 78666k.com | ee4255.com | vip80188.com | 009900g.com | feicai010.com | www.1118xj.com | www.943a28.com | www.1hg88.us | www.hz444.com | www.77731f.com | www.71071q.com | www.pjc11.vip | www.hg77740.com | www.33588q.com | www.lqc4.com | www.376513.com | www.055979.com | 2127mm.com | u14666.com | shibolianmen.com | 32212t.com | bwin8b.com | 4023l.com | www.hg1455.com | www.w1525.com | www.ttb222.com | www.biying960vip.com | www.3846f.com | www.73166k.com | www.igcp4.com | www.349177.com | 11668331.com | hj4566com | 69990f.com | 3552w.com | 983888u.com | www.34966.com | www.222380.com | www.hg7659.com | www.v38.me | www.0194001.com | www.hm2333.com | www.109882.com | 111122gg.com | 57157v.com | wancai.com | www.yh66607.com | www.555kkk.com | www.js5599.vip | www.63606q.com | www.07163t.com | www.631012.com | 3559r.com | df8ff.com | 88807m.com | www.560404.com | www.1168z.com | www.69567i.com | www.9478d.com | www.606694.com | 3305596.com | 3435a.com | 4833044.com | www.20288w.com | www.26123dd.com | www.50021i.com | www.gczj5.com | 23789.com | qqcp.com | 2934w.com | www.hgw8638.com | www.00772r.com | www.77803h.com | www.657666.com | 7552.com | 3656jj.com | www.9599440.com | www.tbet899.com | www.479dh.com | www.936150.com | 99662016.com | 4488d.com | 8901o.com | www.858t.com | www.hg929.com | www.934177.com | 2013011.com | m3405.com | www.87680r.com | www.hf8855.com | www.16065m.com | www.828521.com | bg969.com | 3016sss.com | www.006083.com | www.w2894.com | www.65707w.com | 99567j.com | 86226m.com | www.63877i.com | www.5146z3.com | www.60123l.com | 58588.com | 88740a.com | 9679w.com | www.am0666.com | www.ihg5522.com | www.186379.com | bet3658.com | 496677.com | www.lc99dd.com | www.456669.com | www.55228e.com | 307883.com | www.00829i.com | www.cheng777.com | www.99677z.com | 0289p.com | b6267.com | www.xpj04666.com | www.567678.cc | www.793500.com | 972t.com | www.xjs8896.com | www.jz95533.com | www.36788b.com | mm90856.com | k77304.com | www.15b19.net | www.1100ra8.com | www.068652.com | 3807rr.com | www.9889msc.com | www.73990y.com | www.508869.com | 0507.com | www.4972ss.com | www.i063801.com | www.755903.com | 76944.com | www.42424688.com | www.12136a.com | www.394577.com | 4955p.com | www.4123g.app | www.9996tt.com | 58802n.com | ylg123456.net | www.pk989.net | www.hg1177.com | www.73166a.com | 214app.net | www.g948g.com | www.76wcp.com | 85698s.com | www.7hg88.com | www.990893.com | qiangui003.com | wnsr8818.com | www.t4042.com | www.5441g.com | 1859004.com | www.pu15.com | www.12136k.com | 16690055.com | 500000514.com | www.baifucaipiao.com | www.697206.com | 3421w.com | www.7676760099.com | www.99383.com | 0708060.com | www.ag9811.com | www.68365h.com | 00nn8331.com | b3405.com | www.940999.com | www.919309.com | 3421c.com | www.58767.com | www.5095k.com | jxf963.com | www.8366uu.com | www.8667h.com | 32355dd.com | www.77537j.com | www.68682f.com | 8294w.com | www.4625y.com | www.4323i.com | 01234vv.com | www.88yh765.com | www.048181.com | 71707k.com | www.yinhecc11.com | www.7249s.com | 6487ooo.com | www.alpk77.com | www.wqdlcn.com | 4116a.com | www.wnsr999.com | www.120668.com | 8898444.com | www.6834j.com | www.50080w.com | qq444000.com | www.50170vip1.com | www.ybao1.com | 0099227.com | www.d92776.com | www.301823.com | feicai0394.com | www.p63568.com | 1591www.com | www.44446609.com | www.1444ac.com | 3568ww.com | www.565578.com | www.210255.com | 3121mm.com | www.v09738.com | 7720u.com | www.v6558.com | www.976516.com | 55797e.com | www.71071r.com | e2649.com | www.56520i.com | www.9818g.cc | 69096i.com | www.8862tt.com | zz180.com | www.bet36576.com | www.6939w.com | dzhcp7.com | www.pj928.com | www.572113.com | 2190k.com | www.0967006.com | 496bb.com | www.4393.com | www.112028.com | www.ag9921.com | www.771497.com | 4289r.com | www.3116g.com | 33567z.com | www.606933.com | www.523121.com | mm99911.com | www.68993233.com | 5478000.com | www.55526s.com | 48586.com | www.y18001.com | www.6969a.cc | 80850nn.com | www.55676h.com | vip66657.com | www.js807.com | kjzf224.com | www.sb8860.com | www.526013.com | www.888vip5.com |