【Practical training project 2】

  【Mission Objectives】

    Help students identify brands in practice.  

  【Task content】   

（1）48 students in the class, and freely divided into groups of 6.

（2）The team members are able to identify the brand in practice.

  【Task requirements】   

（1）The training will be conducted by the instructor.

（2）There are 48 students in the class, and they are freely divided into groups of 6。

（3）The panelists discussed the definition of brand identity, the six elements of brand attributes, and brand classification

（4）Each group will have one student responsible for recording and summarizing。

（5）At the end of the activity, each group was asked to select a representative to report on the discussion in class。

（7）The preparation time is 10 minutes.

  【Task organization】

      表1－3      Brand Recognition Training Task Organization Table

【Task evaluation】

            表1－4   Brand Recognition Training Task Evaluation Form

  Decode the brand strategy of the Voice of China

On July 13, 2012, Zhejiang Satellite TV launched a large-scale inspirational music review program "The Voice of China", which reached a rating of 1.477% in the first period. On September 30, the peak night of the broadcast of "The Voice of China" reached a rating of as high as 5.23%, which not only refreshed the rating record of mainland provincial satellite TV in 2012. It also won the title of the ratings champion at the same time.

After the popularity of "The Voice of China", self-made programs such as "Good Taste of China" and "Good role Model of Chinese Workplace" appeared on the Internet, and the words "China" and "good" became the new trend words after "the tip of the tongue" and "roaring body". This concise and catchy title has, in turn, enhanced the influence of The Voice of China as it has spread through major communication channels. In addition, the use of the word "China" in the program name has also imperceptibly enhanced the brand temperament of the program and shaped the brand personality. This clever use of the majestic "China" word, not only in line with the TV blockbuster in the program brand positioning, but also to attract more excellent students to participate in this large-scale program, so that many audience attention condensed to the program.

The popularity of "The Voice of China" has made us remember "a chair that turns", "a sculpture holding a microphone in a V pose" and the catchy slogan of the show. These three elements are constantly repeated in each program, and the simple but easy-to-remember visual and auditory symbols make the program brand of The Voice of China prominent and recognizable. In particular, the setting of the symbolic element of "swivel chair blind selection" cleverly lets the suspense run through the whole show. When each tutor presses the button, the light of "I WANT YOU" turns on, the chair turns around, and is matched with the corresponding sound effect. The visual shock created by this combination with the audience's expectation, combined with the unique and novel way of "blind listening", makes the Voice of China have a unique identity that is not found in other kinds of TV programs. This highly distinctive brand image identification and the professional index of "The Voice is the only pass" throughout make the audience attracted by the unique brand personality in the short term, and gradually form a long-term brand recognition, cultivate the brand loyalty of the audience, and make a TV program brand really play its brand effect.

SONY uses brand endorsers

Brand spokesperson refers to the brand in a certain period of time, in the form of a contract to designate one or several can represent the brand image and display, promote the brand image of the person or thing. In modern society, the best carrier of the brand is the people, especially the dazzling celebrities, they are all "star news", so the celebrity endorsement is not only high-pitched but also a big response.

In addition, many communication opportunities come from influential users, and using users as resources for communication can also establish valuable brand associations. Britain's Prince of Wales became a SONY customer, a success story. When the Prince of Wales attended the 1970 International Exhibition in Tokyo, SONY Corporation installed a SONY TV in the Prince of Wales' residence at the British Embassy. In this way, SONY has established something of a relationship with the Prince of Wales. Later, in a reception speech, the Prince also expressed his gratitude to SONY and invited SONY to invest in the Commonwealth. Since then, SONY's partnership with SONY has been a happy one, as can be seen in many documents from the Welsh Business Development Council.

Brand story – Chanel

August 19, 1883. Coco. Chanel was born in the French town of Chamur on the river Royal. Her father was born poor, a marketing salesman, was not at home for a long time, and her mother undertook all the housework, but Chanel was 12 years old, her mother died, and Chanel had to live in an orphanage. Later, she went to a monastery to learn social etiquette, household management, and probably because she was afraid of poverty, she paid special attention to money. Chanel learned a solid sewing skill in an orphanage. At the age of 18, she became an assistant seaman in a clothing store in town. Her background and difficult childhood deeply influenced Chanel's views on fashion. Her early designs went against the fashion of the time, looking simple, crisp and edgy without being weird. As a result of her hard work, fashionable clothes keep popping up. Chanel said her lively and elegant clothing style came from the simplicity of natural colors. In 1924 she set up a workshop specializing in making ornaments. In 1929, she created Chanel No. 5, which became the world's best-selling perfume. After World War II, on February 5, 1954, Chanel announced to the world in the form of a grand fashion conference: Chanel is back! From the 1920s to the 1970s, Chanel clothing was at the forefront of The Times, reflecting social trends, especially the rising sense of female independence and self-reliance. She captured the psychology of the public and took a different path, creating the "Chanel style" that has been popular to this day. Chanel died in 1971.

The Virgin story

In 1970 Richard Bronson and a few friends set up a small mail-order business in London, and the following year opened a medium-sized retail store on Oxford Street. The partners were named "Virgin" because they themselves were young and inexperienced in business. However, 13 years later, Virgin became the UK's most famous record chain and largest independent label, including famous artists such as Phil Collins, Sexy Pistols and Rolling Stones. In 1990, Virgin developed hundreds of large retail stores around the world, such as the "Times Square Department Store", with its striking appearance, size and interior design as a striking endorsement of the brand.

In 1984, a young lawyer presented Bronson with a plan to start an airline. The board thought the idea was ridiculous, but Bronson thought that what had worked in the entertainment industry could be applied to the airline industry. Boo himself thought that air travel at that time was very boring, and he dreamed of making flying fun, so he proposed that "all classes of passengers spend the least money, enjoy the most noble service." Three months later, the first Virgin Atlantic flight took off from London's Gatwick Airport. In the face of competitive pressure from British Airways, Virgin grew steadily, with annual sales of more than $3.5 billion by 1997, and began to enjoy the reputation of a major international airline.

AI Virgin's success is due to a number of factors, including Bronson's sensitivity to new business opportunities, strategic vision, the quality and entrepreneurial spirit of management, the boldness of Virgin's partners, and a lot of luck. But how does this sprawling empire bring its various business areas together through the Virgin brand? At the heart of the Virgin brand are four clear values and associations: innovation, fun, quality of service and value for money.

1 Innovation

Virgin's innovation philosophy is simple - "Do it first, do it best for customers". Virgin has had lounges in the cabin since 1986 (BA didn't have cradle seats until nine years later), in-flight information, child seat belts and separate video screens for business class passengers, all new features and levels of service that exceed the standards of other airlines. In short, Virgin drives innovation like no other. Virgin spends 3% of its revenues on quality-of-service improvements, almost twice as much as the average American airline.

2 Fun

Virgin's lounge features a driving range, massage therapists, beauticians and places to shower and rest. Hand-sewn shirts were provided at the end of the flight for first-class passengers. Passengers can even choose a convenient special window, like a car pulling into a McDonald's restaurant. These are the usual enhancements that Virgin Atlantic adds when it meets standards, such as a vegetarian meal or a cup of Steinberg coffee, in order to make the flight memorable and fun for passengers.

3 Service Quality

There are many moments when customers in the airline industry can directly feel and appreciate the quality of service. In this regard, Virgin has won several awards. In 1997, Virgin was voted Best Transatlantic transport Company for the seventh consecutive time and Best Operator for the ninth time. Other awards for Virgin included Best entertainment service and best ground and check-in service. Virgin's service is no less impressive than that of British Airways and Singapore Airlines, which are known for their service.

4. Great value for money

Virgin's premium service is for business class passengers, which is equivalent to the first-class standard of many other airlines. Its mid-level service offers business class at a very affordable price, while most Virgin Economy tickets can be bought at a discount. This lower price may serve as an advantage, but Virgin never stresses its pricing. Cheap in itself is not Virgin's message. These four core elements of brand identity are the main drivers of the Virgin brand. In addition, Virgin's identity includes three extensions: brand personality, brand symbol and disadvantaged business model.

After Virgin Atlantic scrapped its extended economy first-class class, its print ads featured a pair of oversized feet wearing red Virgin socks, prompting travelers to imagine the casual comfort of taking off their shoes and stretching their legs on board.

(1) Virgin's personality

Virgin has a strong, even unconventional personality, which fully reflects its vibrant sense of innovation, and the values and behavior of its founder Bronson. If Virgin were a person, it would be: deviating from the rules, having a good sense of humour, sometimes stepping out of line, challenging authority, being highly capable, demanding and getting things done beautifully. The key to Virgin's success is that Bronson himself has turned his personality into a Virgin personality, and it is showing.

(2) Virgin symbols

The Virgin symbol is ultimately Bronson himself, who embodies most of Virgin's characteristics. There are other symbols, such as the Virgin Blimp, the Virgin Island and the Virgin name symbol. The Virgin logo is an angular hand-lettering, in contrast to the traditional flat type. The handwriting gives the impression that this is Bronson's handwriting, and its sharp corners seem to tell people that this is not your usual big company.

(3) Turn disadvantage into advantage

Virgin's business model is straightforward, and its hallmark is that companies in industries and markets where the best are known (BA in airlines, Coca-Cola in Coca-Cola) come across as a bit complacent, bureaucratic and unresponsive to consumers. Virgin, by contrast, comes across as an up-and-comer in the middle of a battle with these experts, caring about consumers' feelings, constantly innovating and making the things they buy so attractive. As Boo himself said, Virgin is a modern-day Robin Hood, a good friend to the little guy.

4 Excellent brand extension

Virgin's example shows how a brand can reach so far beyond what common sense can imagine. From the beginning of the video store, Virgin has extended to aviation, Coke, express, retail, communication industry, clothing, wedding and other dozens of categories. Indeed, the decision to expand Virgin, then famous among rock 'n 'roll and youth, into aviation could also have been a legendary failure. This decision cleverly integrated quality, innovation and distinctiveness into Virgin's values, allowing brand managers to see that brand associations need not be tied to a narrow product.

5. Excellent brand extension

It can be said that Virgin has become a lifestyle brand representing certain attitudes to life, and the solid relationship that customers have with Virgin is not only based on functional benefits. Virgin's silver bullets are Virgin Atlantic and Virgin Retail, which have garnered major resources and management attention.

6 Use the power of public relations

Branding depends on the power of communication, and Bronson knew that he could not match British Airways in advertising, so he used a series of publicity techniques to create awareness and association. On Virgin's maiden flight in 1984, Bronson and his friends, celebrities and journalists were among the first passengers. Bronson was wearing a World War I flying cap in the cabin and greeted the passengers. When the "Virgin Bride" engaged in wedding services opened, the cloth himself wore a wedding dress. When Virgin opened its first mall in Times Square in 1996, Bronson flew a balloon 100 feet above the mall.

A variety of techniques bring unexpected publicity to the Virgin brand. Although some of these tactics are out of line, they are not out of line. Virgin is exciting, surprising and even shocking, but not angry. Boo's good use of British humor and a fondness for mocking the system have won him close to consumers, and his adherence to the brand's core values of innovation, fun, service and value for money has earned him loyalty and trust.

Virgin's brand identity

Brand essence: (internal communication, while the advertising slogan reflects the positioning, for external communication)

★ Against tradition

Core identification:

★ Service quality: Provide first-class service in a relaxed and humorous atmosphere from beginning to end

★ Innovative spirit: the first to provide high value-added services full of creativity

★ Fun: A fun company

Value for money: All services have value and don't have to be expensive to enjoy them

Extended identification:

Challengers: Challenge old, bureaucratic companies with innovative services

★ Personality:

Be at ease; Sense of humor, sometimes out of line; A fighter who challenges authority; Have strength, work beautiful, high standard

★ Virgin symbols:

Bronson and his dramatic lifestyle; Virgin's airship; The Virgin handwriting logo