One thing that can be spread is education. Through education, children can become better and more creative. The second is the glory, values, and attitude of life of the brand and the family. It is very important to give these to children.
Editor’s note: This article is from WeChat public account “Feng Lunfeng Ma Niu” a> (ID: fengluntalk).
To discuss with you today a brand that I have learned a lot. “Brand” is taught as a discipline or as a profession in the School of Management. I am not an expert in this area, but I have been exposed to many things in this area, so I will talk about a few experiences related to “brands” in the process of doing business.
First, how do brands make money?
Brands really make money. More than 10 years ago, I once talked to several Taiwanese people, and how important it is to listen to Taiwanese people talking about brands. They told me that one thing that is very important about brands is to separate the brand from the company.
They researched many US asset management companies and found that US companies are divided into three layers. The bottom layer is assets, for example, the building is the asset; the second layer is the company, which has five or six shareholders or funds; the next layer is the private enterprise, and the private enterprise owns the brand.
The assets can be sold, and the company can be sold. If someone wants to buy assets and take the brand away, they need to pay another sum. So, in the United States, they are linking the most valuable things with the private.
After I heard the Taiwanese say this, I went back and told my partners, “We must also make the brand.”
《大 宅门》 ｜ A plaque is a brand, and the brand is a “money tree”
We also know that some listed companies are very famous. They have been in business for 20 or 30 years, and their corporate brands are very powerful. However, after the chairman retires and resigns, the company brand he founded is still not with the listed company. Very different. Therefore, for entrepreneurs or owners of private enterprises, if you have the opportunity, you can turn the brand into a private one, and then rent it to the company, collect a dollar first, and then whether the company refinances or other shareholders come in, then slow down.Slowly, you can design a formula based on the turnover and then calculate how much money you receive each year. In this case, even if the company is losing money, you can get money in addition to dividends, so it can make money.
In addition, when someone buys you, in addition to paying the price of the equity, the brand also has to pay extra money, otherwise the acquisition is meaningless. There is value in the stock market, and how much you say is how much you pay for the brand. If the company and the brand are linked together, they will be taken away together during the acquisition. If the company and the brand are not connected, the brand can collect an extra amount of money when it is acquired, or it can prevent others from acquiring (disguised as “poison pills”), so the brand is very important.
Second, how can you make your brand valuable?
We study “pin” and “brand” separately. “Brand” can be understood as the technology of communication and promotion. “Pin” is the inherent personality and value of the brand.
For example, once our company and another company went to claim the award at the same time, we sent 40 people, and they sent 40 people. The 40 people on the two sides are different. Our 40 people are more divergent and flexible. Their 40 people are more rigorous and disciplined. This is due to the different personalities of the two companies. I was born as a teacher, and I have less stringent requirements for the company, but the boss is a soldier with strict requirements. So when it comes to branding, the first word we think of is brand identity. Some of the characteristics of this brand are the characteristics of the product, some of the spirit, and some of the external image.
For example, Coca-Cola, everyone thinks it is soda. Whenever you talk about Coca-Cola, everyone thinks of soda. Its product characteristics are very clear.
“Big Wrist” ｜ When you think of Coke, everyone will think of soda
For example, Starbucks, for a while, when people saw this company, they thought it was coffee. If the brand’s inherent temperament is coffee, there is so much coffee, why do we have to go to Starbucks for coffee? Why should we enter this door and not the others?
After the current CEO of Starbucks came to power, he discovered this problem. If he only sells coffee, it is definitely not different from other coffee brands.
He gathered the company’s managers on a small island and conducted five days of communication and in-depth training. After five days of training, let everyone experience “What isLove? “We are very busy every day, thinking that” love or not love “is not important. We didn’t think about it and realize it seriously. We didn’t think it had anything to do with business.
Later, the CEO made a summary, “Starbucks coffee needs to convey love. Only when you convey the love to the world, customers, and all related parties, everyone loves you.” From there, Starbucks did Many public service advertisements, how coffee is grown with love, roasted with love, every family is connected with love, every customer is connected with love … Slowly, everyone knows that Starbucks is equal to love, not coffee.
Everyone knows that every cup of coffee at Starbucks is connected to very poor growers in Africa. We drink a few cents of this coffee to help solve African problems. This love can be communicated and connected. It highlights the characteristics of its spiritual value and has its own temperament. This is especially important.
Starbucks
For a period of time, the real estate industry liked Vanke particularly, and of course now. Vanke now likes it because it is “Bai Fumei”. In the past, everyone liked Vanke because of its “petty bourgeoisie and small freshness.” Vanke’s “Wanke Weekly” fascinated a lot of white-collar workers. Everyone went to buy its house. The product was full of small fresh, literary arts, and felt particularly warm. Now it has become “Bai Fumei”, everyone feels a little sense of distance.
It is the values behind the brand that are directly related to the characteristics of the product, or directly related to the spirit. In other words, the characteristics of the brand have a great relationship with the association generated by the public. For example, a friend made a lotion product for women, which is well known. Later, he made another oral solution. Everyone thought that it was a bit bad. In the end, this oral solution was gone. Another example is that Coca-Cola does not make juice well. Everyone thinks that Coca-Cola is not juice. Therefore, the “quality” of a brand, including its inherent temperament, personality, and traits, is particularly important to whom to associate first.
History, The product characteristics of Shanxi ticket number, is determined by the values of “Huitong World”
We used to make a lot of brands. Real estate branding has its inherent disadvantages. It is a high unit price and low frequency product. Unlike fast-selling products, how many suites can a person buy in a lifetime? Therefore, the real estate company is divided into three layers to make the brand. The product brand of the project brand is very important. For example, the Wutong apartment we made in Xi’an is very important. The project brand has the company brand on it, and the entrepreneur brand on it.
Why do entrepreneurs need brands? Companies need brands too? There is a study in the capital market. If the company’s brand plus the entrepreneur’s brand is better, the company’s market value will generally increase by 5% to 10% compared to the case without the brand. If there is a market value of 10 billion, the company’s brand value is 10 billion weak and the brand value is strong. According to research, it is at least 10.5 billion to 11 billion market value, and the extra 5 to 1 billion is the premium of entrepreneurs and corporate brands. Therefore, real estate companies generally do three levels of branding.
But the accumulation of product brand trust is particularly slow. A product takes a long time to make. Our longest product has been made for 17 years, which is the project we have done in the World Trade Center in New York. It has been done since 2002. It was done by the end of this year. Brands are hard to do, and consumers can quickly repeat that real estate brands must do even if it is difficult to do. Our product brands include Indus Apartments and Healing Hotels, etc. We have made a name “brand” according to different products, and “product” and “brand” must be the same.
Industry apartment, what we do is health, so the “brand” must say “good water, new oxygen, happy home” so that the brand will be very clear. This is what we study in brand practice.
Our healing hotel is a combination of vacation and physical and mental recuperation. During the vacation, we will be a beauty, diet, zen, etc., we have a name of “not home”, its product series It’s called “not what you live in.” Therefore, when “Pin” is the name, and another brand is suitable for “Pin”, everyone’s recognition is very high, and it can be accurately identified. Through so many years of practice, we have done a good job of products, services and sales.
Brands have a way to make “brands”, and company brands often add a sentence. Like our own company brand, there is “the most valuable living space”, which is the mission of the company. The Royal Wind Group is “freedom, empowerment, creation, sharing”. This is the corporate value and conveys a spiritual value concept. The products of the Indus apartment emphasize more on performance, like “good water, new oxygen, and happy living.”
Every brand is divided into these two aspects, one is “product” and the other is “brand”. It must have the product personality, characteristics, mentality, and then a name. These two are combined