The first time was in the store shelves, this is the consumer to decide whether to buy a brand or brand B time; the second is at home, then he or she uses the brand, and are satisfied - or not satisfied. In these moments, again and again to win the brand in the minds of consumers earned a special place in the end, most of those brands will be bundled with the consumer.

A World Brand Lab • favorite brands •

2005 April,Louis Vuitton Bags For Sale, an industry committed to changing the attitude of global brands, by Saatchi & Saatchi CEO Kevin Roberts writing • books issued in the country to the Chinese media and advertising industry introduced his creative advertising ideas - favorite brands.

like against the conventional 54-year-old Kevin • Roberts believes that dependent on this love, it has long-term recognition and emotional dependence! • Kevin Roberts that, from the general

We can understand the following: to create a personalized star, its future as a

However, behind all appearances, is inseparable from the operation of a system of scientific support for the brand, let us analyze the

two, driving the brand's beloved , they seize the people was looking for a new emotional connection, constitute the core of love.

Third, the mystery - the origin of the legendary brand of

in the dreams continue to develop. It's the subconscious that extraordinary figure of mortal birth is different when, in the ancient monarch system Legend of the origin of the brand to meet people unconscious psychological adventures, so that people have such a deep impression of the brand and more attention.

Furthermore, the legendary source of the brand in line with the requirements of the human tradition. to their high score; medieval Europe, France, England, Italy and other countries sometimes direct descendants of the royal family when he was on the king of the country, which shows people's traditional concept of foreign countries is the same, it led to the origin of the brand Legend is also consistent with the requirements of the concept. The birth of the legendary origin of the brand when you able to attract unusual attention, for the future leaders of the brand laid a good foundation.

international cosmetics giant REVLON enter the Chinese market, in order to build its brand legend of a Chinese-style source of its brand name into a Tang Dynasty poet Li Bai portray China's Yuhuan's famous line: The brand name to narrow the distance with the Chinese women, and ultimately for the REVLON quickly occupied the Chinese market, paving the way for high-end cosmetics.

internationally renowned jewelry brands Cartier (Cartier) Since 1904 the British King Edward VII granted Cartier (Cartier) The first Royal Warrant since jewelry making, Cartier (Cartier) on the custom jewelry business become the world's leading high-end jewelry brand and lay a good foundation.

four senses



brand style anthropomorphic

Dr. Yu Mingyang in the the exaggeration was issued to create a new image of the character of the brand; this visible image of the specific performance of a company directly attributes, business concepts and product features, also known as the transmission capacity, a lively image of a more direct cause and the specific complement the consumer's image. Meanwhile, the brand has the human touch virtually shape helps the communication between brands and consumers, so that enterprises in the public mind with a sense of intimacy and easy-going. Funny as the

to people only know that it is different from a drink carbonated beverages, because the image has been blurred over the years led to its sales in the doldrums. In 2003, seven-up bottling summed up the lessons in front of the image blur introduced a new brand image of the cartoon, the cartoon images (see below) is very humorous, cute, naughty, have left a deep impression, and even domestic Many marketing experts outside the admiration, because of its cartoon image of the young and the variability is killer, especially popular with young people increases, so in one fell swoop completely change the image in people's minds vague illnesses, completely reversed the negative sales growth over the years The decline in the beverage industry, the market has achieved unprecedented performance and visibility.

2004 the Hong Kong Chow Tai Fook Jewellery 75th Anniversary of the company, the joint is at the time the 75th anniversary of the birth of Walt Disney Co. Welcome to the Disney princess fairy tale theme of the story, each story highlights the uniqueness of the Disney Princess, including the charming Cinderella (Cinderella), the mysterious Jasmine (Aladdin), adventurous Ariel (Little Mermaid), good Snow White (Snow White), witty Belle (Beauty and the Beast), and the beautiful Aurora (Sleeping Beauty). The entire series revolves around the princess are gorgeous, elegant and pure design and other characteristics made, given the richness of new jewelry, cute cartoon image and its beautiful and lovely and elegant princess, round the girls' dream of a happy romantic princess, of a step forward.

recent years, small adults, especially young women especially favored; the same time, many domestic and international television and online media have launched a three-dimensional image of the

five brands of intimacy: seamless brand communications

br> As the emotional response in the brand communication process important role to achieve a good brand communication must be moved from the consumer's emotional start,

one. Use emotions to improve the brand value

U.S. marketing expert Philip Kotler • once people's consumption behavior can be divided into three stages: the first is the basic level, refers to the basic requirements of the product to meet consumer , is the amount of consumption stage; second functional layer, emphasizing the specific needs and to meet consumer expectations; third is to extend the floor, in essence refers to the emotional value.

brand added value to consumers through emotional pleasure, satisfaction, pride, sense of achievement and the emotional value given is increasingly becoming a reason to buy, this added value to people's feelings up to the spirit of the brand's pursuit of the realm and cultural perspective, and ultimately produced a strong brand loyalty.

Let us look at other industries, given the brand's emotional added value:

Kodak: interpretation of the joy of the family, every photo can be caused by Kodak enjoyable experience family atmosphere.

red beans:

(mood from the ancient poem: red beans grow in tropical, spring hair Ji Zhi hopes the multi-pick, this material most Acacia.)

Goldlion: , a symbol of successful man.

Ericsson:

the 1930s, DTC (De Beers international diamond promotion body) of the main 席欧内斯特 son of Sir Ernest in Harry • worked with Chanel (chanel) to launch a number of diamond jewelry, mainly located in the

Harry • Ernest immediately adjusted corporate strategy. Because he found that have used since the most classic DTC advertising slogan:



sentence ad introduced to China since 1993, is regarded as a classic, and a significant shift in China's urban consumers, wedding customs, resulting in the formation of large cities in China, not get married,

DTC to give up

two. Use of the story the attention of marketing

So an early age story has entered the human subconscious, making the human subconscious is still in the adult soft spot for the story.

story in the introduction of brand communication in the spread, through the story made a strong appeal to the target audience's attention and sympathy even touched, like the brand after the target audience based on the story by live and love the brand. Let us look at an international classic brand

ZIPPO lighter series of anecdotal stories of marketing:

◆ Zippo and the fisherman's story:

a long time, many Zippo and the story of the fish has been talked about by people. In particular, Henry • Best New York Environmental Protection Agency to bring the story even more unforgettable. That was in 1960, a fisherman in the Ao Nida lake hit a big fish weighing 18 pounds. In the clean-up internal organs, he found a shiny Zippo lighter was shocked at the fish's stomach. The Zippo only looks new as ever, but a fight that was, well preserved! This alone, we can not know why the Zippo carefully concealed in the toolbox, and can put it any place within reach!

◆ Zippo Dang Zidan's story:

on the battlefield in Vietnam, a battle, Cao Antonio in the U.S. under the attack of enemy fire, being shot at the left chest, a bullet placed in the middle of the left chest pocket, Zippo lighters, a dented the body, but to keep Anthony's life. After the war, although he can expect that the company Zippo Zippo repair, but Anthony has regarded it as their savior, not only the careful collection, permanent preservation of its hope that the injured body.

◆ Zippo and the pilot's story:

1974 年 10 January, Daniel left the San Francisco airport, flew shortly after, found the aircraft's engine throttle control, forced an emergency landing had to be taken. Later, the newspaper appeared in a such a message - Air Force pilot Daniel in San Francisco waters, using Zippo lighter flame to issue a distress call, and to guide the Coast Guard flame quickly found a helicopter landing position safely rescued. Let us express our highest gratitude to the company Zippo. Yes, Zippo is the ability to create such a miracle.

◆ Zippo and washing of the story:

live in Barry, New Jersey United States history, the accumulation of a number of days of clothes thrown into the washing machine and clean home environment to sit down after a short rest. When he was about to take a cigarette, they find favorite Zippo lighter was missing when I do not know. Atta boy, now is the firm confirmed superior performance of Zippo's time! Turning lighter wheel,Chanel Sunglasses, hey! Atta boy in the end did not disappoint him, and sure enough a fight that was.

◆ Zippo World War II story:

during World War II, due to the needs of war, Zippo all the products are available to the U.S. military. So, Zippo on with those brave soldiers and JEEP traveled to every corner of the battlefield, until today. In that harsh battlefield, bored late at night, the soldiers to fire heating with Zippo,Louis Vuitton Outlet Online, or use it to warm a warm frozen hands holding letter to taste the warmth of home, lit a even with a Zippo and a space helmet made hot meal. It seems that they can almost do anything with a Zippo! Eisenhower himself much appreciated for Zippo, Zippo is used only he can point at any time have a lighter. It is also timeless Zippo has remained one of the reasons people praiseworthy. When you need it, it never will be disappointed. The more hostile environment, the more we can understand Zippo never trusted!

ZIPPO brand with this series of stories to shape a just of their own, can not copy the product culture, resulting in all the user's eyes, Zippo lighters not only, but also has a moving story of the legendary hero, in creating such a moving story set to stand 72 fabulous romantic brand.

Ericsson:

1996 years, from Sweden's Ericsson, the mobile phone market experienced the biggest problem is the consumer brand awareness are different, Ericsson brand image has been unable to be raised.

giant Ogilvy & Mather advertising industry to undertake Ericsson branding project, a bold plan of a three-minute stories in advertising, the story of Japan as a background to the international movie star and actor Takeshi Kaneshiro plays a deaf girls in normal language can not be the case, the interpretation of a moving story. Premiered at the date of this ad TVBS, will set a ratings increase of 3 times the good results, received 600,000 visitors a letter full of praise, but also in the street on the road, all the phone's advertising posters have all been stolen .

jewelry brand communication industry of the legendary story - About Tiffany (Tiffany jewelry) the novel, the Hollywood actress Audrey Hepburn starred • around the globe.

that many people are gnawing on bagels, journeying with Tiffany glass window staring Audrey Hepburn • remember and deeply moved, that the vanity from the countryside to the girl, the dream is to have Tiffany jewelry, fantasy that one day they can enjoy the relaxed elegance of the jewelry store for breakfast. Not only that a black dress Hepburn's dumping of the world, the world does not know how many girls are blooming this jewelry charm attracted. • Audrey Hepburn addicts on it, into the Tiffany store is a dream. Not for anything else, just to see the Hollywood Fashion Beauty has been in the jewelry on the screen, overlooking that 45 years ago, the purity and beauty.

until half a century later, fake jewelry necklaces, hand holding bagels, journeying staring windows in the world: it was a necklace and Tiffany jewelry with real breakfast of the world, a happier, more luxurious, more beautiful world. Although women in the jewelry store had to hang around by the Audrey peers to grandchildren or even great grandchildren, although the Allure and Allure beauty of jewelry will go away, the film gradually dim, Seogwi Iraqis, but this dream, the world's most attractive breakfast, will pass from generation to generation.

in both the authenticity of these stories, the plot of these stories alone can attract the public eye as one of the melodrama, the story of the spread in this way, the brand awareness of people's emotions alone resonance and word of mouth will spread like wildfire, but also worry they can not sell it? If the jewelry industry, brand communications ZIPPO lighter or a similar story of Tiffany's spread, I believe that brand awareness for the improvement of jewelry will be immeasurable.

Since then, the legend of the origin of the brand by brand, style personified brand, brand personality, brand communication emotional (with emotional value and improve the brand story of the spread) a series of carefully nurtured and shaped, Our jewelry brand will be by an and shoulder to shoulder with the true international jewelry brand

six, Chinese jewelry brand's future quote on their products' luxury: the label, even to the church known as China's middle class into the asserted, without a love of the brand, consumers did not win a high degree of respect and love the brand, will be difficult to rally the faithful to their own consumers, and this brand will increasingly gain a foothold on the future of Chinese jewelry.

their tightly linked with the consumer.

wish love jewelry brand in China, love and the world, and wished China more beloved jewelry emerged.