Lecture 9 "How to See" of Three Questions about Brand 218-1-27

summary: the answer to this question is the certificate of brand trust.

a certificate of trust is a fact that makes brand positioning credible. Facts as credentials include both objective facts and cognitive facts. Cognitive fact is the concept that customers regard as fact (because Yi broke through from school and has occupied students' minds from channels, especially product battlefields). Therefore, when we change the shopping scene, this is a seamless switch. For us, how can we break through? There is also a media battlefield in the physical battlefield, from which we can get angry. Brands need to treat these concepts as quasi-facts.

The certificate of trust can be divided into three categories: the credible promise provided by the brand, the fact that the customer can verify it by himself, and the proof of an authoritative third party, which constitutes a multi-dimensional three-dimensional certificate of trust.

1. definition?

2, the first certificate of trust

3, the second certificate of trust

4, the third certificate of trust

5, creating a three-dimensional certificate of trust

6, the difference between market characteristics and certificate of trust

1, the definition of certificate of trust

When a brand claims that it has some unique value, that is, it answers "What's the difference". Positioning theory calls this kind of evidence "certificate of trust", which is the fact that makes brand positioning credible. The positioning theory is so impassioned, how can it impress consumers? What are those evidences?

the fact as a letter of trust is not necessarily an objective fact, but also a cognitive fact, that is, an idea that is regarded as a fact among customers. For example, walnut nourishing brain, donkey-hide gelatin enriching blood, herbal tea removing fire (especially in Guangdong and Guangxi), licorice detoxification and mung bean clearing heat are the cognitive facts of most people in China. Do they still need to doubt these facts?

cognitive fact is an objective existence that brands must face up to, at least as a "quasi-fact", because it is no less difficult to change cognitive fact than to transform objective fact, and from the material basis of cognition, the cognitive state of customers is completely determined by the physical state in their brains, which is obviously an objective existence.

so, what facts will customers judge the credibility of brand positioning based on? According to the construction methods of different facts, it can be roughly divided into three types, that is, three types of letters of trust.

2. The first type of certificate of trust: the credible commitment of the brand

The first type of certificate of trust is the credible commitment of the brand, and the content of the commitment can reduce the purchase risk of customers. For example, promise to let customers try and eat for free. We often see that supermarkets or fruit stalls will set up a sign saying, "Try it first and then buy it. It's not sweet and it doesn't cost money." Why? It is because vendors have found in practice that this kind of public commitment can reduce customers' doubts and improve sales rate. Similarly, for a store like Nongyuan Road, this letter of trust is also quite critical-most of the merchants are facing first-time customers. Small vendors, including oyster door flower shell, grilled squid with charcoal, Wang's fresh duck neck, lemon C, and fruit sold on the street side of Nongyuan Road, all do this. Taste it before you buy it. Don't charge if it's not delicious.

To let customers experience products or services for free before purchasing and reduce the decision-making risk of customers is to reduce the information cost of customers in terms of economics. Although customers don't have to pay money for the free experience before buying, they still have to pay invisible costs such as time and energy. Therefore, in order to further reduce the risk of customers' buying, many sellers in Taobao realize that they need further commitments, such as "seven days no reason to return", "invalid refund" or even "refund if they are not satisfied". For example, Baiguoyuan promises "unconditional refund if it is not delicious", which makes customers feel trust in its fruits.

if the product does not meet the standards or advantages claimed by the brand, it will be very expensive for the brand to make such promises. Even facing the double crisis of word-of-mouth finance.

of course, the effectiveness of this kind of commitment depends not only on the content of the commitment, but also on whether the brand has enough collateral to convince customers that the commitment has been fulfilled. For example, if you have a store, a monk can't run away from the temple. Tourist vendors are not trusted.

As we mentioned earlier, the basic unit of competition is the brand, not the enterprise. Generally speaking, customers only pay attention to the brand and not the enterprise. However, if the enterprise becomes a well-known enterprise because of its great commercial success, then in the field that the enterprise is good at, usually in an abstract category, the enterprise can be used as a certificate of trust of the brand, because the reputation of the enterprise has become a collateral and dare not mess around. For example, Coca-Cola, BMW, Procter & Gamble, Apple, Unilever, L 'Oreal, etc. Customers believe that these well-known enterprises have the will and ability to adhere to higher standards in their prestigious categories.

3. The second kind of letter of trust: the fact that customers can verify by themselves (to put it bluntly, consumers are not blind, and you can judge what your brand is like through all aspects of contact with your brand)

Including the perceived quality, performance (whether the product itself is delicious), design taste and packaging quality (packaging is also a part of the product, For example, the packaging of Prince Charles is better), the image of the store (the image display of the store), and the visibility of the brand (the density of the store), in which channels to sell (the location of the channel), in which media to advertise, which customers are buying, queuing to buy, the reputation of old customers and so on.

therefore, the product itself is usually the most basic certificate of trust of the brand. If a brand claims to be a high-end brand, but the product itself looks rough and poorly packaged, it is difficult for customers to believe that the brand is a high-end brand. People will infer information that is not easy to obtain based on information that is easy to obtain.

brand visibility is also a fact that customers can verify by themselves. If a brand claims to be a leading brand, but its visibility in channels and media is very low, customers will think its leading position is not credible.

Many facts that customers can verify by themselves are cognitive facts. For example, walnuts supplement the brain. There are such cognitive facts in various cultures all over the world. Only after long-term scientific thinking training or mastering relevant scientific knowledge can we get rid of some cognitive facts. Many cognitive facts can be handed down from generation to generation, even if they are not objective facts, because these cognitive facts colonize the new brain faster than people get rid of it.

We can construct a certificate of trust or even a powerful certificate of trust by using cognitive facts. But should I use it? What are available? To what extent? It is a profound business ethics issue, and it is also a place where corporate values play an important role. Teacher Feng Weidong's investment principle is never to invest in enterprises that operate pseudoscience and oppose scientific products, but he opposes others to levy IQ tax within the scope permitted by law.

4. The third type of letter of trust: the certificate of an authoritative third party

refers to the certification or endorsement of the brand by an authoritative third party, including the certification of the government or other official organizations, the evaluation or statistics of professional evaluation institutions, the recognition of expert customers or influential customers, the record of authoritative works, and the business cooperation with well-known enterprises.

Authoritative third-party certification is usually a more advanced type of certificate of trust, so it is the most commonly used type of certificate of trust in brand advertising, which can enhance the protection value and highlight the value of the brand.

5. Create a three-dimensional certificate of trust

Three types of certificates of trust constitute a brand multi-dimensional three-dimensional certificate of trust. With the support of coordinated three-dimensional credentials, brand positioning can be fully trusted by customers and enter their minds.

Take Baiguoyuan as an example

A. What is the brand's credible promise? Promise not to eat well, no refund, eliminate all psychological and practical obstacles for customers to refund, and reduce the risk of customers' purchase to zero.

B. The facts that customers can verify by themselves include a large number of stores, a unified and graded store image, and the reputation of delicious fruits in Baiguoyuan.

C. authoritative third-party certificate? It includes "215 Asian Fruit and Vegetable Retailer Award"

6. The difference between market characteristics and letter of trust

Market characteristics and letter of trust cannot be confused. For example, the "hot sale" of market characteristics is regarded as a letter of trust. The concept of selling well and the evidence of selling well are two different things. If a brand claims to be a hot seller, use this positioning concept to influence customers' choices. But how can customers believe this statement? This requires the brand to come up with authoritative statistics, such as the rapid improvement of Tmall's sales ranking; Or customers can verify themselves, go to the streets to see if they are waiting in line to buy, or watch media reports and friends circle talk.