Cultural heritage of brand packaging

The brand, according to the interpretation of Modern Chinese Dictionary, is: “refers to the name, term, symbol, pattern, etc. of the goods or services used to identify one or a group of sellers.” Therefore, the core of the implementation of the brand strategy is to make its own brand. The buyer’s eyes can see it, occupying the buyer’s mind at once and willingly buying it. This requires that modern enterprises must be truth-seeking and pragmatic, forging ahead, forging ahead with innovation, branding their own brands with “I”, making them unique in the business community, setting a new path, never relying on fame, innovating everywhere, breaking through everything, and truly facing the market. , playing a unique personality brand.

To implement a brand strategy, it is necessary to enhance the awareness of the crisis, the overall situation, the awareness of opportunities, and the sense of competition, and promote the spirit of hard struggle. The so-called crisis awareness is to be unsatisfied with the brand, prepare for danger in times of peace, and constantly improve the quality and take preventive measures. The so-called overall situational awareness is to have the idea of ​​playing one game at a national level, resolutely giving up on brands that do not meet the overall situation, and concentrating on expanding and strengthening a number of brands. The so-called opportunity awareness is to emancipate the mind, seek truth from facts, seize the opportunity, and develop itself. The key is to develop the economy and focus on human, material, financial, and energy to expand the promising brand. The so-called competitive awareness is to be far-sighted, far-sighted, honest, trustworthy, see the spirit in detail, strictly abide by professional ethics and laws and regulations. Since China is in the initial stage of socialism and 20 million people have not yet solved their food and clothing needs, this is also a pressure for our employees in the tobacco industry. Moreover, the brand of our tobacco companies is still not big enough, compared with foreign brands. There is a certain gap. Therefore, we have no reason to rest on our laurels, to be complacent and self-satisfied, to work hard, to speak less and do more, to support the development of the company through hard work, and to promote the realization of the brand strategy.

The current major task of the tobacco industry is to "deepen reform, promote reorganization, move toward unity, and develop together." To achieve this goal and tasks, we must do many arduous and meticulous tasks. However, the most important thing is to seize the brand strategy and not relax, put the big brand into the strategic position of the company's survival and development, and constantly improve the core competitiveness of the company. On the one hand, we must select some brands and make them bigger and stronger. On the other hand, it is necessary to nurture and concentrate on the key brands and maintain them professionally and professionally.

The implementation of the brand strategy can not be separated from talent. When people use their strengths, Emperor Taizong said: "The use of the Lord, such as the craftsman's system, is straightforward. The composer thinks the wheel, the elders think the pillars, and the short one thinks the arches." . Martin Luther King once said: "If a person is a cleaner, then he should do Michelangelo paintings, compose sounds like Beethoven, write like Shakespeare, and clean streets with the same mood." "Three hundred sixty "Ten lines, a line of travel," as long as the intentions of doing a good job, the realization of the brand strategy is not a dream, but a beautiful future.
At present, branding is inseparable from the cultural packaging of the brand's internal and external factors. Branded game packaging is an important way to promote mutual promotion and improvement of brands.

Careful attention, we will find that regardless of any industry, brands of the same grade often have a good competitor, they tit for tat on each other in strategy and tactics, in the process of branding game constantly improve themselves, beyond their own. Especially in the cultural packaging of the brand core concept is more prominent. Any brand in a product category can be a competitor of the industry's leading brand, but it is not a leader in the brand. The game is a kind of interdependent relationship. The real two sides of the game clearly understand what kind of state they are in each other. This is the equilibrium state that the brand game pursues - competition and cooperation.

Such examples can be handy in many industries. Coca-Cola and Pepsi, McDonald's and KFC are typical examples. They grow together in the brand of Boao, continue to improve, and some followers are far behind, in terms of the characteristics of their brand game and the game process, especially the core concept of the brand, cultural packaging, there are many places worth We think and conclude.

(A) The combination of internal and external cultural packaging homogeneity and difference

"Competition, cooperation" and external packaging are not blind pursuit of similarities and the search for absolute differences. Instead, they must seek perfect integration between homogeneity and difference, so that the inner core of game brands' core pursuits and external packaging are consumed. There are differences in the spiritual level. The basic level of product packaging is understandable, but the core concept of charisma should be different. In this way, the brand's personality can be highlighted, thus affecting consumer purchasing decisions.

(II) Elements that need to be highlighted in the brand's internal and external cultural packaging

When it comes to the form of competition between brands, most of them focus on the "packaging" of the two fundamental aspects of product and price. Through the different “cultural concept packaging” of brand appeals, it brings consumers differences in psychological feelings and differences in the main community.

When someone asked about the secret of Pepsi's success, the answer was: "We have found a good opponent, this is Coca-Cola!" With Coca-Cola as the "mirror", Pepsi grew rapidly. Their packaging culture is: "It is always more than Coca-Cola in terms of capacity." One point, always on the side of Coca-Cola and trying to display more space than it is, it will always be cheaper than Coca-Cola..."

(III) The intrinsic and external cultural packaging of brands transcend and penetrate each other

In the packaging process of branding games, there is still a process of mutual and external cultural packaging transcending and infiltrating.

For example, the fast food industry. Relatively speaking, in the brand internal and external cultural packaging game, the defined degree of competition of the consumers is weaker than the game of “packaging” at the product and price level. People who like Western-style fast food know that McDonald's hamburgers, French fries and KFC's fried chicken legs have their own characteristics. Consumers distinguish these two brands through product packaging differences. However, with the speeding up of each other's game packaging, the two sides soon discovered that the gap in product packaging virtually separated each other from the consumer market. As a result, McDonald's and KFC began to infiltrate each other, constantly making up for product-level differences and deficiencies. To see these two Western-style fast-food brands today, their gap in the product level is getting smaller and smaller, and the basic consumer groups are also categorized into one. Therefore, the level of competition between them focused on the "price war", "promotional warfare" and "service warfare" and other aspects.

According to the above examples, it can be concluded that the basis of the brand's "game packaging" is based on the basic commonality of the two parties' brand packaging. The branding game packaging is the best mirror that allows both sides of the game to have enough clear-headed minds to face the opponents. Whether it is for the shaping of the brand or the improvement of the competitiveness, packaging is an effective way.

In short, branding game packaging is a way to study the behavior of opponents and to interact and maintain equilibrium. Introducing the concept of the game into the brand operation can clearly see the opponent's various links in the marketing environment; can effectively avoid the deviation of the competition strategy, avoid blindly following the losses caused by the market competition; recognize the real game opponents of brand packaging , Establish a brand-new reciprocal competition model so that both parties can share the success.

"Oriental Tobacco newspaper" Author: Chen Daming