Shifting Perspectives: Brand Positioning Strategies from Expensive to Premium
"Don't say expensive. Say premium." What does this phrase truly mean? This statement delves into a shift in values and its impact on brand design development. In modern society, people's perception of value in goods and services has undergone a significant transformation. They no longer solely focus on price but place greater emphasis on quality, creativity, and uniqueness. This shift presents new challenges and opportunities for brand designers and marketing professionals.
In the past, people would commonly use "expensive" to describe high-priced goods or services. This term carried a negative connotation, implying that these products or services were only suitable for the wealthy. However, with social progress and an increasing demand for quality, this perception has changed. People now pay more attention not just to the price itself but to the value and experience offered by a product or service. Consequently, they prefer to use the term "premium" to describe products or services that are higher in price but excel in quality.
The term "premium" carries a positive meaning. It conveys concepts of quality, creativity, uniqueness, and luxury. When people label a brand or product as "premium," they express recognition and appreciation for it. They are willing to pay a higher price for the quality and experience it provides. Simultaneously, this concept provides an essential guiding principle for brand designers and marketing professionals, emphasizing the importance of quality, creativity, and uniqueness in the design and marketing process, as well as conveying a sense of premium image and values.
For brand design development, this shift implies that designers need to focus more on quality and creativity and incorporate these elements into products or services. They must contemplate how to convey a brand's premium image and values through design. This may involve selecting high-quality materials, paying attention to intricate details, creating distinctive packaging and logos, and more. Additionally, they need to employ creative and innovative approaches to stimulate consumer interest and emotional resonance, establishing a connection between the brand and consumers.
In terms of marketing, this shift means that marketing professionals must prioritize brand value and consumer experience. They need to position the brand as a premium one and highlight its quality and uniqueness in marketing activities. This may include selecting appropriate media channels, designing captivating advertisements and promotional campaigns, and providing exceptional customer service and experiences. They need to establish an emotional connection between the brand and consumers, encouraging consumers to be willing to pay a higher price to enjoy the value offered by a premium brand.
This shift has a positive and far-reaching impact on brand design and marketing. By emphasizing quality, creativity, and uniqueness, brand designers and marketing professionals can build the value and reputation of a brand. They can attract more consumers, establish a loyal customer base, and achieve long-term brand development and success. Simultaneously, this shift also drives companies and designers to constantly pursue innovation and excellence, continuously enhancing their design capabilities and marketing skills to meet consumers' demands for high quality and unique experiences.
In conclusion, the true meaning behind the phrase "Don't say expensive. Say premium." lies in the shift of values, placing quality, creativity, and uniqueness on a higher pedestal. This shift presents new challenges and opportunities for brand designers and marketing professionals, requiring them to establish a premium brand image and values by highlighting quality, creativity, and uniqueness. Only on this foundation can a brand gain more recognition and support from consumers, achieving long-term development and success.
References:
1. Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Pearson Prentice Hall.
2. Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership: Building assets in an information economy. Simon and Schuster.
3. Kapferer, J. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page.
轉變觀念：從「昂貴」到「優質」的品牌定位策略
不說貴，而說高級──這句話的真正含義是什麼呢？這句話深入探討了價值觀的轉變以及對品牌設計發展的影響。現代社會中，人們對商品和服務的價值觀念已經發生了巨大的變化。不再只關注價格，而是更加注重品質、創意和獨特性。這種轉變對品牌設計師和行銷專業人士提出了新的挑戰和機遇。
在過去，人們通常用“貴”來形容價格高昂的商品或服務。這個詞帶有一種消極的含義，暗示著這些商品或服務只適合有錢人。但是，隨著社會的進步和人們對品質的要求提高，這種觀念已經發生了變化。人們不再只關注價格本身，而是更加注重商品或服務所提供的價值和體驗。因此，他們更願意使用“高級”這個詞來形容那些價格較高但品質卓越的產品或服務。
“高級”這個詞帶有一種積極的意味。它傳達了品質、創意、獨特性和奢華的概念。當人們稱一個品牌或產品為“高級”時，他們希望表達的是對這個品牌或產品的認同和讚賞。他們願意為這種品質和體驗支付更高的價格。同時，這種觀念也對品牌設計師和行銷專業人士提供了一個重要的指導原則，即在設計和行銷過程中強調品質、創意和獨特性，並傳達一種高級的形象和價值觀。
對品牌設計發展來說，這種轉變意味著設計師需要更加注重品質和創意，並將這些元素融入到產品或服務中。他們需要思考如何通過設計來傳達品牌的高級形象和價值觀。這可能包括選擇高品質的材料、精心設計的細節、獨特的包裝和標誌等。同時，他們還需要利用創意和創新的方法來激發消費者的興趣和情感共鳴，建立起品牌與消費者之間的聯繫。
在行銷方面，這種轉變意味著行銷專業人士需要更加注重品牌價值和消費者體驗。他們需要將品牌定位為高級品牌，並在行銷活動中突出品牌的品質和獨特性。這可能包括選擇適合的媒體渠道、設計引人入勝的廣告和推廣活動，以及提供卓越的客戶服務和體驗。他們需要建立起品牌與消費者之間的情感聯繫，使消費者願意支付更高的價格來享受高級品牌所提供的價值。
這種轉變對品牌設計和行銷的影響是積極而深遠的。通過強調品質、創意和獨特性，品牌設計師和行銷專業人士可以建立起品牌的價值和聲譽。他們可以吸引更多的消費者，建立起忠誠的客戶群體，並實現品牌的長期發展和成功。同時，這種轉變也促使企業和設計師不斷追求創新和卓越，不斷提升自己的設計水平和行銷能力，以滿足消費者對高品質和獨特體驗的需求。
總之，“不說貴，而說高級”這句話的真正含義是，價值觀的轉變將品質、創意和獨特性置於更高的位置。這種轉變對品牌設計師和行銷專業人士提出了新的挑戰和機遇，需要他們通過強調品質、創意和獨特性來建立品牌的高級形象和價值觀。只有在這樣的基礎上，品牌才能獲得更多的消費者認同和支持，實現長期的發展和成功。
參考文獻：
1. Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Pearson Prentice Hall.
2. Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership: Building assets in an information economy. Simon and Schuster.
3. Kapferer, J. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page.