How Shoe Enterprises Create Personalized Brands

How should a shoe enterprise brand choose to create a distinctive personality? From the marketing theory, combined with the actual marketing practice of shoe companies, the author thinks that we can start from the following aspects: first, we will position our target consumers well.

It is very difficult for enterprises to create a brand to suit consumers of all ages. Of course, if the company has strong strength, it can also play a game of multiple brands of enterprises, such as Procter & Gamble Company of daily chemical industry, has many brands of shampoo, such as rejoice, Head and Shoulders, PANTENE and so on, and it is very successful.

The target consumers of sports are generally divided into: the younger generation (15-24 years old) is mainly secondary school students and middle school students, and young people who have just stepped into the society are supplemented by the young people and other personnel. This age group enjoys sports, has the characteristics of fashionable fashion and popular trend, has its own ideas, has a positive and independent life attitude and attitude towards life, is energetic, positive, and desires for real self. It proves that the demand for individuality is unusual, and it can be recognized and encouraged to advocate life. In the sporting goods industry, the personality needs of different age groups are different, their personalities are different, and their participation level is different. Their personality is divided into: relaxation, entertainment, natural affection and being influenced by others;

The young people (26-45 years old) are excited about the brand personality demand: the standard, the idea, and the old people (above 46 years old): they pursue health, safety and national honor.

Second steps to determine the carrier of personality.

There are many carriers for a brand to display its brand personality. But as a newly established brand, we should find out the most easily accessible carrier and the most direct and simple carrier, such as the logo in the brand identification element (such as the classic Nike "one hook", which conveys the positive personality as long as it is done, and the advertising language (Lining's "everything is possible" to convey a confidence). The price of products (high price positioning is a high-grade, wealthy, identity symbol).

Third steps to determine the way to build brand personality.

It is very difficult for every brand to build a brand personality when it wants to use a fixed formula. However, after marketing experts study, there are still some works in the process of building brand personality, which can play a guiding role in us.

1., starting from brand positioning and core value; 2. establishing brand personality by emotional way; 3., in building brand personality, we should pay close attention to the future expectations of target consumers; 4., brand personality should not be too complicated, otherwise consumers can not be satisfied, but can not get consumers' recognition; 5., brand personality is a long-term process in the minds of consumers, and needs continuous investment.