Analysis:returntotheoriginofbrandmarketingFreepaperDownloadCenterNews:Marketcompetitionistheessenceofconsumerawarenessofthebattlefield,howtobreakandthenoccupythemindsofconsumersisthecoreissueofbrandmarketing.Troutpressstatement,thecurrenteraofmarketingbattlefieldessenceisnotontheshelf,butintheconsumer’smind,howtoeffectivelymakethebrandintheconsumer’smindtheeffectivemass,istowinthemarketingwarTheessential.Brandbelongstoconsumersintheworldanarrayofproducts,sothatconsumersknowhowyoufindyoueven‘myheartonlyyou’toohard.Buttherearesomebrandsbutletusnotonlyfamiliarwith,butonceyouhaveletusalsofeelastrongsenseofownership,whichinfactusuallyfeelitisourfirstthoughtthementionofacertainbrandofthebrandexclusivebrandidentity,Forexample,BMWmentioned,peoplefirstthoughtis‘drivingpleasure’,referringtoVolvo,thefirstthoughtis‘safe’,referringcertainlyRejoice‘submissive.’1Whataretheseexclusivebrandidentityisit?Itiswhatweusuallytalkaboutthecorevaluesofthebrand,thebrand’scorevaluesofabrand’scoreassets,itisthemindsofconsumersofthebrandattributesandbenefitsofagroupofthemostimportantassociation,brand3-5summarizesthemostimportantfeaturesThesefeaturesultimatelysublimateinthemindsofconsumersintoauniqueexperience,occupyauniquearea,andthisuniqueexperiencewilldriveconsumerstomakepurchaseoptionsandlong-termloyaltytothebrand.Therefore,consumersaredrivingabrand’smainpowercorebrandvalues,corporatebrandmarketingactivitiesallaroundthecorevaluesaretobeexpanded.However,thecorebrandvaluescomefrom?madeupofwhat?Howtoextract?Whatistherole?Howtouseit?Theessenceofthebrandcorevaluesistheconsumerbrandassociation.Thatisareferencetoabrand,whatfirstappearedinthemindsofconsumersandtheimageissomething.Forexample,mentionoftheNikebrand,wefirstthinkofMichaelJordan,TigerWoods,AndreAgassiandothertopsportsstars,thissetofattributescanbeclassifiedas2‘topstars’;Inaddition,wemayalsothinkofsportsproperties-includingsportsshoes,sportsclothes,sportsequipment,sportsstarsfavoritebrandsandothercharacteristics,comfortattributes-includingproductqualitytobringcomfort,Lenovobrandbringscomfortfeatures.Brandcorevaluesincludefunctionalvalue,emotionalvalue,experiencevalue.Functionalintrinsicvalueisasabrand,asafunctionofthefactthattheexistenceofproperty,emotionalvalueisthebrandconsumerstopurchaseusingaprocesstoobtainemotionalsatisfaction,experiencethevalueofthebrandisthemindsofconsumersauniqueimprintonthisbrandimprintfitconsumers’lifestyles,personalvalues.SuchasOilofOlaybrandcorevaluesof‘beautyfromtheinsideout,toachievetheperfectlifeofwomen’,whichisthecorevalueofOlay,thiscorevaluefromtheexperienceofthevalueofOlay‘surprisestartfromtheskin’totheconsumer’slanguageexpressionout,andthisexperientialvalueisfromtheemotionalvaluesofconsumers:whitening,skinrefiningnewcallcomes,andfunctionalvaluewhitening,anti-aging3functionsincludedOlayOlaysupportstheclaimsof‘Surprisestartfromtheskin.‘Howtoextractthecorebrandvalues?Enterprisesinbrandstrategyplanningprocess,oftenneedtorefinethecorebrandvalues,brandpositioningandplanningandidentificationsystemsbasedonthecorevaluesofthebrand,throughbrandcommunicationofthebrand’scorevaluespassedontoconsumers,theformationresonatewithconsumers,becomeconsumerheartsinherentbrandmark.AndfromtheconsumerbrandLenovobrand’scorevalues,andthereforerefiningthecorebrandvalueswhattoaskfirstconsumerbrandassociationsandex...