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Term |
Definition |
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brand Consistency 品牌一致性 |
Brand consistency was mean to the maintaining of the
same element, positioning, and communication with consumer to build brand
impression to enhance brand image. 品牌一致性是指保持相同的元素、定位和与消费者的沟通，以建立品牌印象，提升品牌形象。
For example, Apple has built its brand consistency of best
performance smartphone experience by create innovation over time to stay Infront
of trends. Apple 通过不断创新以保持领先趋势，从而建立了最佳性能智能手机体验的品牌一致性。
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Importance of brand consistency |
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enhancing brand awareness ·
Enhance brand association ·
Increase sales and potential profit ·
Build and gain consumer trust. ·
Build brand loyalty
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How to maintain brand consistency |
Create brand guidelines 创建品牌指南 Guidelines help your company to explain the
operation and clarify rules and unify the element. Such as the tone, voice,
logo, color palette. 指南帮助您的公司解释操作，明确规则和统一元素。 如语气、声音、标志、调色板。
Enhance brand characteristic提升品牌特色 Choose most suitable characteristic for your brand
and enhance it specifically. 为您的品牌选择最适合的特性并有针对性地增强它。
Train your team训练你的团队 Since already have guidelines provide, then show
your team and train them to follow the guidelines to be perform in the
correct approach. 既然已经提供了指导方针，那么请向您的团队展示并培训他们遵循指导方针以正确的方法执行。
Create supervise team or Test standard 创建监督团队或测试标准 To ensure the team member could really follow the guidelines
and identify any issues at the first time immediate to prevent problem
expend. 确保团队成员能够真正遵循指导方针，并在第一时间立即发现任何问题，以防止问题扩大。
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How to protect source of Brand Equity |
1.
Register trademark 2.
Simplify and unified distribution channel 3.
Create official communication channel 4.
Market analysis and segmentation 5.
Unique Design of logo and symbol 6.
Maintain or improve quality of product or services 7.
Regular marketing activity |
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Fortifying versus Leveraging |
Fortifying强化 Refer to the enhancing of the brand equity, in terms
of increase brand awareness, improve brand images, and other action that
increase brand value and stableness 指品牌资产的提升，在提高品牌知名度、提升品牌形象等增加品牌价值和稳定性的行为
Leveraging杠杠作用 Leveraging is a two-way process that enhance usage
of existing brand asset to develop new business or entry through business
activity. At the same time also nurturing the asset value through the development
to create benefit balance between the existing brand and new development.
杠杆作用是一个双向过程，可增强对现有品牌资产的利用，以开发新业务或通过业务活动进入。 同时也通过发展培育资产价值，在现有品牌与新发展之间创造效益平衡。
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Fine-tuning the supporting marketing
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Product-Related Performance
Associations. Refer to the core associations that primarily relate
with product element such as the performance, design, function and etc. Different
industry has their own degree of need of innovation and creative for product.
Especially the technology product is requiring a frequently high need of
innovation according to technology improvement over time. 指主要与性能、设计、功能等产品要素相关的核心联想。不同行业对产品的创新和创意需求程度不同。 尤其是随着时间的推移，随着技术的改进，技术产品对创新的需求往往很高。
For example, Huawei will come out with new flagship
smartphone every year such as P series and mate series which equal with best
specification at that time.
Nonproduct-Related Imagery Associations Refer to the intangible associations that are not
related with product physical characteristic but more related with the image,
attributes and symbolic of the product. For example, the marketing and
positioning of the product. It was focusing on generate positive external
impact to the product and brand. 指与产品的物理特性无关，而与产品的形象、属性和象征意义更相关的无形联想。 例如，产品的营销和定位。 它专注于对产品和品牌产生积极的外部影响。
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