Although the economy experienced the terror and the Great Depression, but in the “Business Week” published in the annual list of the world’s most valuable brand, the first 100 inside the status of luxury goods and luxury goods is still standing, the representative of the brand Louis Vuitton LV were the value of assets 7.054 billion U.S. dollars, GUCCI53.04 100 million U.S. dollars, LOreal L’Oreal 5.079 billion U.S. dollars, Chanel Chanel 4.272 billion U.S. dollars, Rolex Rolex 3.686 billion U.S. dollars, Tiffany34.82 billion U.S. dollars, Prada24.89 100 000 000 U.S. dollar, PoloRalphLauren Ralph Lauren 1.928 billion U.S. dollars, Armanni Armani 1.509 billion U.S. dollars, Mercedes-Benz 21.01 billion U.S. dollars, BMW BMW 14.425 billion U.S. dollars. This essentially covers several typical high-level representatives of clothing, jewelry, watches, cosmetics, cars, and several other traditional luxury goods and luxury goods industry, the big market downturn experienced remained stable, and enables us to see if they how successful the promotion and management of these brands.
Branding means different
General sense of consumer goods is the primary objective of the mass market, so usually relies on the mass media as the transmission of information to the public, for example, common to the days of our products, home appliances products, etc., and for luxury goods and luxury for you must be different from the ordinary consumer brand and promotion.
High consumer goods and luxuries is often used to promote the dissemination and reverse osmosis, their primary goal for those who choose the leadership of the fashion, as fashion people, performing arts such as a class member of the crowd at the top, this strategic direction and general promotion of consumer goods On the contrary, they are not directly affect that group of the largest mass market (often limited their purchasing power), but the aim of their love, worship and to follow the crowd plays a leading role, for example, and Beckham in the UK media Spice Girl wife said softly just like Gucci, after a mad rush of people door to the store, sales in the next boom. This purchase was motivated by their own subjective, of course, is not the same effect. Then in the graph the trend of top leaders and the recipient in advance how affected? It depends on the special promotion of the following methods of the!
PR exhibition, sponsored by the significance of brand promotion activities
As the goals are different, of course, produced in ways not the same, this is and the general one of the essential differences between the promotion of consumer goods.
For the first and second person, the more effective approach is to use public relations activities, exhibition and events marketing communications activities such as soft. Traditional advertising is open to the purpose by persuading consumers to sell, but the class itself has its own way of life of people do not want the media to control and change the class of luxury fashion brands to be best at the number of various fashion show, exhibition and road shows, and this for the company’s brand strategy is extremely important, not the show it is difficult these successful products. For example, in Europe and America in a big fashion show for 20 minutes to spend 100 000 — 500 000 U.S. dollars, which is only a cost. Abroad was first used in London, the discovery of obvious effect of this form, produced a sensational effect, become a luxury brand manufacturer of one of the main application mode.
Usually this type of conference also invited to enhance the effect of big-name stars to help out, and return them for free travel or accommodation, of course sometimes you have to wear something appropriate to present the brand, the world is not tasty banquet, but they also have more star exposure. This type of display is usually set for their products and trends in the popular tone, making it the talk. The display of such luxury goods industry to reduce the chance so if its status will be quickly dropped, especially for those fashion product categories in the perceived loss of status, people will not ignore you, only to find that more bare hands can be hot, with big designer brands. This approach in our country have gradually been accepted, all kinds of costume show, watches the tour and luxury motor show, new product release, etc. that surround this year, China LV show the company’s CEO has to moved years, a large scale every time some big names in luxury fashion brands such as CD also simultaneously engaged in a number of domestic small conference, although the scale is not as big an international scale and the products were modified, but can be seen this kind of activities on brand building strong support for the role. Because the exhibition is not only a guarantee of sales and brand image, but also for consumers in this industry who is the best sign of the signal.
Some domestic brands such activities often imitated, but these activities abroad in order to lead the fashion and trends, build brand image with the leading domestic brands only to imitate the form of little effect because not enough power can be achieved. In addition to the establishment of brand image, companies should also take generous sponsorship and public relations activities such as golf, tennis, Formula One racing, the Olympics and other series of activities, such activities often influential, but also on target consumers lifestyle and identity, which can improve the brand image in their minds, constantly at the top of those who suggest our best in the world. So how big brands are using the media to spread it? This is the brand of shrewd.
How to use the media to disseminate
These advanced consumer products and luxury goods companies are very smart use of media, usually after a number of exhibitions in various types of trend followers will be under the orders, and financial resources to keep coming after this. But most important is that fashion media, fashion writer, photographer or angry, they become all kinds of conference and exhibition of communication tools, have released back to the end of the trend of fashion and with various beautiful illustration, and some posted on the Internet, these split second, has spread all over the world. Fueled by the media, under the influence of graphics on several levels of consumers plays an important role. Large parts of articles to describe all kinds of luxury products and fashion trends, make wise use of these brand communication and advertising for free, according to foreign media estimates, articles in magazines and newspapers published by the value of a 500 thousand U.S. dollars for The conference is equivalent to more than 10 times its value, and then think about if the money to buy those professional magazines and television programs may need to spend much money? Journal of the press is the class of such luxury fashion brands like pioneer, star a show is an important way to spread the brand culture. Professionals know about celebrities in the way of life, a great impact on people’s lives. Such as the United Kingdom at great length to introduce the fashion of some media star David Beckham Spice Girls Weiduo Li and what clothes they wear, like what brand, and once because she said she liked a certain brand of fashion, fashion men and women across the UK rushed into the store, nearly result out of stock, out of Taiwan some time before a Chu Mei-feng, in a trial, she was wearing a windbreaker BURBERRY, we went to scan cargo watching television. Always pay attention to the general population of these intentional and unintentional spread of the stars are unwittingly playing a brand’s image ambassador. But since most of these luxury brands like the foundation of deep, or even hundreds of years, and its cultural meaning is very thick and heavy, so the image is difficult to voice their qualifications to support the brand’s meaning, not necessarily a good pass the brand’s core identity, so the image voice the way this spread should be very cautious.
Brand Structure
Extend or not extend? This is a problem.
Whoever will encounter this problem headache, especially for such products, the extension will earn more profits, but also necessary risks, in particular the extension of the transition will be greatly hurt such a premium brand capacity, has the potential to become the second three brands, this point is fatal. However, without exception, these brands or choose brand extension, as part of the brand were then engaged in apparel to handbags, fragrances, shoes, sunglasses, watches and other products or horizontal extension class, this is because such a strong brand hopes to use The brand value to sell more products, other products focus on a single product if you encounter this kind of fierce competition will inevitably lead to brand profits fall, if there is a long line of products will resist risks. Another point is these companies are usually listed companies, in order to support the stock must have a higher return, shareholders have also put pressure on foreign companies as a very valued support and performance for the stock market returns, forcing the company had to have more products to make profits, usually the product of such an extension of the profit will reach 30-50, but also reduced the entry-level price, very expensive fashion above million yuan each, but there is always the wallet Some people buy, it is also used in some advanced cars, such as BMW 3,5,7 series and so divided into different customer groups, the first with a relatively low price to attract consumers, cultivate brand loyalty, wait until its strength increased, we will buy higher-end products.
Structure for this brand, the most important thing is to maintain its core brand is not affected, the performance of the original brand’s personality and image is not to change the extension, but because the product line longer need to be further strengthened in the minds of consumers, too multi-brand products scattered, very easily lead to fuzzy image to the customer lost the hearts of the status of sales last fall and will lead to reduced capacity premium. Also need to play down the subsidiary’s products to highlight the main products to individual, not a by-product in order to highlight the neglect of the main product.
Other companies are using multi-brand structure, such as the Swatch company, he’s a variety of luxury watches products for different customers have different brands correspondence, such as the Omega target groups for the celebrities and successful people, those corresponding to the radar applications like the crowd, while Swatch was like the fashion and trend of young people choose.
Because these companies consider the risk of a single brand or large, the core recognition vulnerable to dispersion, thus affecting the premium capabilities, as secure multi-brand structure, the structure of this brand is more subtle and solid and fewer side effects, but requires a higher strength to maintain and manage these brands.