BEIJING, May 17 (Xinhua) -- "Many long-established brands are slowly withdrawing from the user brand sequence. On May 16, at the 2021 China Brand Festival Women's Forum held in Beijing, Li Guangdou, a well-known brand strategy expert and founder of the brand competitiveness school, said.
The 14th Women's Forum of the 2021 China Brand Festival with the theme of "Find Yourself, Know Yourself, Live Yourself" was held. Courtesy of the picture
Some time ago, the dog ignored the step-by-step defeat of the old brand and caused a lot of attention. In this regard, Li Guangdou said bluntly that in the past, dog buns were user brands, but now they are not user brands.
Why? Li Guangdou explained that some netizens had previously done live broadcasts when eating at the Wangfujing Dog Ignoring Hotel, saying that the bun was difficult to eat, and the result was that the dog ignored the police to arrest users.
"Can this be a user brand?" Li Guangdou believes that it is not advertising or user branding. His definition of "user brand" is that if they lose it, users will regret it.
The 14th Women's Forum Awards Ceremony of the 2021 China Brand Festival. Courtesy of the picture
Wan Xue, founder and chairman of Dianshi Chengjing Brand Planning Consulting Company, also stressed that the user brand is a user portrait - who to serve and what kind of value to create for users. "If one day the brand is gone, users will feel very uncomfortable, and users are willing to endorse the brand."
She suggested that business founders should express their values to users, so that brands can try to get customers in the minds of users.
Liu Meng, General Representative of the United Nations Global Compact in Asia and the Pacific, also believes that the core of the brand is trust.
For example, Liu Meng said that in the recent report "Asia and the World for Sustainable Development" released by the Boao Forum for Asia, it was said that there are four deficits today, the most critical and fundamental of which is the trust deficit. "With trust, some of the others are details, without trust, all good things are hard to come to fruition". (End)
Source: China News Network