打造一流的品牌資產

長久以來打造品牌差異化是許多品牌的終極目標,但在成熟的產品市場,太多競爭者都能滿足相同的消費者需求,差異化不再是能長久經營的策略。打造一流的品牌資產,才是讓品牌致勝的關鍵! Differentiation has for a long time been the ultimate goal for brands. However, in mature markets where so many competitors meet the same consumer needs, differentiation is rarely sustainable. Getting brand assets right is a more sustainable way to continue to stand out from competitors and drive your brand to success.

打造一流的品牌資產

市場環境日新月異、不斷變動,混亂的競爭和混合型的產品類別已經成為常態。品牌想要在這樣的市場環境下生存並成長,就必須要能從中脫穎而出,在消費者心中留下深刻的印象。拜倫.夏普(Byron Sharp)在《品牌如何成長:行銷人不知道的事》(How Brands Grow: What Marketers Don’t Know)中建議行銷人創造和利用特殊的品牌資產,來協助品牌成長。品牌資產是種感官線索,讓品牌被消費者注意到,並留在心上──例如麥當勞的黃色M字標識,可口可樂的瓶身,或是Ikea使用的黃色和藍色。
創造擁有高識別度、容易被消費者回想起的品牌資產,能夠有效讓一個品牌突破市場的混亂,影響消費者「系統一(System 1)」的決策過程。
Brands exist in an ever-changing, dynamic environment where disruptive competition and blending categories have become the norm. To stay alive and flourish, brands need to stand out and make a long-lasting impression on consumers.
In his book, How Brands Grow: What Marketers Don’t Know, Byron Sharp advises marketers to create and use distinctive brand assets to help grow their brands. Brand assets are sensory cues that get noticed by and stay top of mind with consumers – think, for instance, about McDonald’s Golden Arches, Coke’s bottle shape or Ikea’s use of yellow and blue colors. Developing quickly recognizable and easily recalled brand assets is an impactful way to break through the clutter and tap into consumers’ System 1 decision-making processes.