Brand concept change: not to the consumer for a living!

The eyes of the consumer the ideal brand survey "in its 24th.That Taiwan is currently the only a continuous, uninterrupted, direct allowed to visit the full report of the survey reveals decades consumer commodity world ranking, not a trace of exaggeration data only brand like most close to reality. 　　Because holding a complete historical data, we observed in this year's survey found that a startling fact: In the past, only from the ranks of the "consumer" to discuss the height of the brand is not enough to explain the current situation; coupled with the current financial tsunami waves facing society today is the transformation of the entire human lifestyle.The focus of our concern should be from a single consumer, worker, pulled up to the broader "life" level. 　　Living in the surrounding, the change is far better than expected is more rapid, is more broad. 　　Just popularity 10 years ago, desktop computers, the latest data of the Taiwan computers Association this year, the sale of every four notebook will sell a PC.The camera is out to play before carrying the digital camera as a "commodity", not just take pictures, and also print out to do calendar, T-shirts, mugs. 　　Human rationality from the tool, transaction rational, gradually transformed into the spirit and life of the actual demand level rational, also forced only know how business owners manufacturing logic evolution for creativity, innovation-based economies. 　　Financial tsunami destroyed brand value? 　　As the world the joy of creating brand value, however, the United States Wall Street a landmine, but destructive to the fight against global bastion of tens of thousands of brand. 　　Financial tsunami first caused by the overall downturn of the luxury market; followed the crisis of the Volkswagen brand, the three major U.S. depot is about to close down, even the Japanese Toyota Motor (Toyota) is closed because of a serious recession in many overseas production lines. 　　Business rules to be changed?The iron brand operation will have to fall yet?From the eyes of the consumer the ideal brand survey ", we observed, although changes in the ranking of the brand, but it does not mean that the brand value has since disappeared. 　　For life for the brand is still important, of course, because the brand has given consumers experience; life also pay great attention to the brand "value" versus life, lack of pocket now "Value" is practical and is cost-effective; modern life, you want to enjoy both taste tends to be low-priced products. 　　, We see them in the entire survey, Economic + quality + taste "heart share, far better than emphasize the metaphysical sensory experience goods.For example, the first of the airline industry, EVA Air, a full Singapore Airlines 20%, emphasizing simple and cheap local notebook dual King Asus, Acer, heart share also has always stressed the tastes Sony all the way throwing in the back of the head. 　　Many of the results shows that specialize in "symbol image consumption goods in the past, at this stage even without comprehensive abdication, but also badly hurt. 　　New wind taste, cheap, handy for many years operated boutique brands pathway, The Breeze Center Executive Managing Director Liao Zhenhan the views, the poor economy will detract from the consumer confidence; popular consumer strength is still there, the brand is unlikely to disappear, but the ethnic classification will be more and more obvious. 　　IKEA (IKEA) Taiwan general manager Ling Sizhuo (Martin Lindstr?m) indicates that the entire global financial crisis, the enterprise is difficult to stay out of the unaffected.Strong brand will certainly not disappear, but to think about how to point up in the niche of the brand development; called niche brand value, the second is the brand positioning. 　　The Ling Sizhuo pointed out that many consumers are used to judge the quality of the price, the more expensive the better seems to be a myth; However, in fact, a good thing is not necessarily expensive, smart consumers should be from the "cost-effective" to determine.Him to the table, for example, should we most commonly use a desktop part, so in fact, do not have the whole table is solid wood; may be desktop is solid wood, legs other material. 　　Ideal brand to be able to seize the living paradox is now living the quality of life changed for the better, but the economy has worsened, the spending power is weakened; then, the ideal brand in the end how to do? 　　From the results of the survey show that the deterioration of the economic environment, life consumer behavior began to be conservative.However, the conservative does not mean taste lowering; conservative represents life by the requirements of the brand will be more pragmatic, more discerning. 　　Sold in convenience stores the city café cup of only $ 40, is one-third of Starbucks (Starbucks), but it tastes with coffee temperament connotation not cheap derogation.city ​​café to find Gui Lun Mei endorsement, shaping urban fashion tastes class, the $ 40 price is not a high-end restaurant do substrate, but it is with a cup packaging illustrator, advertising scenario instead, allowing you to reduce costs, but lossless consumer proud pleasure. 　　Ideal brand survey project, we also found that, regardless of life no matter how changing corporate brand product can, from the stage of bulk goods, commodities, further into service, the experience of the brand value.If the enterprise is to create a brand, so the customer prior to use with the use and feel completely different feeling; then, the brand will be able to create the highest gross profit figures.