If you want to succeed in investing in a clothing franchise, the most important thing is to choose a good clothing franchise brand. So, for novices who have no experience in clothing franchises, how can they choose a good clothing franchise brand? The editor below summarizes 12 manifestations of low brand competitiveness. I hope entrepreneurs can avoid bad brands and choose high-quality brands when choosing clothing franchise brands.
If you want to succeed in investing in a clothing franchise, the most important thing is to choose a good clothing franchise brand. So, for novices who have no clothing franchise experience, how can they choose a good clothing franchise brand? The editor below summarizes 12 manifestations of low brand competitiveness. I hope entrepreneurs can avoid bad brands and choose high-quality brands when choosing clothing franchise brands.
1. Lack of brand value
That is to say, its brand does not contain anything that people can identify with, it only has good-sounding advertising slogans. A lot of advertising investment has been made, and the popularity has been greatly improved, but there is no reputation. Compared to customers, there is no reason given for their choice. So even if people occasionally choose its product to try out out of curiosity, they will quickly abandon it. This kind of brand will not have long-term market vitality.
2. The brand connotation is empty
There is no necessary information in the brand, and the brand will not be able to convey information. After coming into contact with this particular brand, people are confused and confused about what it means. For example, it is difficult for people to understand the corporate image theme song of Sun God even what it shouts. I don’t know what to “wait” for, I don’t know what to “have”, and the everlasting “love” is even more difficult to find. How can a lot of empty words support the brand building of an enterprise.
3. Weird brand names
Brand names should evoke associations, but some brand names are odd and impossible to associate. What OPPO is, Chinese people can’t imagine, and Westerners can’t imagine it either. How can a brand name that cannot evoke associations have brand appeal? Sun God is a failed enterprise, but its name is valuable. As the name of a health care company, product or service, it reminds people of the fiery sun and infinite power, and then of wisdom and health.
4. There is a disconnect between brand image and brand connotation
Some people say that hieroglyphs are backward, and there are limitations in ideographic meaning when linking text images with the connotations they express. Even if this theory makes sense, it cannot be applied to corporate brand image building. Brand image is an artistic corporate value. If there is no connection between the two, this brand image will lose its role in identifying the brand connotation.
5. Brand names are taboo
Everyone has their own taboos. Any brand name that reminds people of taboos will inevitably lead to the taboos of the person. Disgusted. There was once a company named after the notorious landowner Liu Wencai. Even though not many farmers who were bullied by Liu Wencai are still alive, there are still some! And there are their sons and grandsons. When they think of Liu Wencai's ugly face of inhumanely bullying the farmers, can they still eat such pickles?
6. The brand image is ambiguous
Brand image is used to reflect the brand connotation. If the brand image is vague, it will make it impossible for people to correspond to the connotation of the brand value, and the brand image will lose the role of appearance. It is very popular nowadays to use pinyin letters or Western letters to identify corporate brands, but it lacks the function of reminding the connotation of the corporate brand and becomes a meaningless explanation of "I am who I am".
7. Brand logo imitation
Some companies deliberately imitate the logos of big brands in order to free ride on them. This will not only lead to accusations of infringement, but also affect the formation of corporate brand value. Hubei Yichang Cigarette Factory deliberately imitated the image of Hongtashan, and directly put a pattern very similar to that of Hongtashan cigarettes on the packaging box of its product Xiaoxita cigarettes. Not only did this fail to create a brand image of its own, but it was also accused of infringement.
What's more important is that its own brand value has not accumulated at all, and in the fierce market competition, it has fallen into a more disadvantageous disadvantage.
8. Excessive brand extension
All established brands have their own unique connotations. Through brand extension, beyond the scope of the original connotation, not only cannot the influence of the products or services to which it is extended be enhanced through brand extension, but on the contrary, it may also lead to the depreciation of the original brand value. If Zhu Zhiping, a Zhejiang businessman, successfully competes for the Goubuli brand and puts the Goubuli brand on real estate, and develops Goubuli real estate, will Goubuli and people ignore it? At least it won't be more understandable.
9. Strong brand appeal
Brand value is the result of public recognition. And this recognition cannot be achieved through coercion. Some corporate brand appeals are aggressive and force people to accept its connotations. On the contrary, this makes people disgusted, reduces the possibility of being recognized, and hinders the accumulation and appreciation of brand value. "Goubuli" is such a typical example, but it was formed by history.
10. Historic brand naming
Some companies name their brands after historical celebrities, often ignoring the inherent connotation of this specific historical celebrity itself. Therefore, this kind of naming not only fails to enhance the brand value, but also makes people feel nondescript and artificial. Li Bai can be used as the brand name of wine, but Qu Yuan is not necessarily the same. Li Bai is a wine master, but Qu Yuan is not. Qu Yuan brand wine is not fragrant, which is not unrelated to this. Hubei Daohuaxiang Group's Guan Gongfang brand wine has not performed well in the market, because Guan Gong was originally a heroic hero who drank from a large bowl. Not Qu Yuan, he was just a weak scholar who cared about the country and the people.
11. Brand naming implies intolerance
The brand naming of some companies makes people feel that the person naming the name is narrow-minded and selfish. Among all the successful big brand companies, which one has a petty brand name? None. The development prospects of this company can also be predicted from the brand naming. As big a business as a boss has, he can build a big business. The same goes for brand naming. Brand names that are too stingy will inevitably limit employees’ imagination.
12. Brand styling is abstract
Some corporate brand styling is too abstract, making it difficult for people to understand, understand, and even cause ambiguity. This will inevitably damage the corporate brand. image. Brand styling is the externalization of brand value. If its styling cannot convey its value connotation, it will lose its meaning.