“攻心为上”:品牌故事视角下本土品牌成长演化机制——基于蓝月亮的纵向案例

Gong Xin Wei Shang:Brand Story'Perspective Native Brand Growth Evolution Mechanism Research——Based on the Longitudinal Case Study from Lanyueliang

本文采用案例研究方法,从动态视角探索了品牌故事的演化路径及品牌成长的演化机制。研究发现:(1)基于品牌故事创造和品牌故事传播两个层面,品牌故事由故事结构、目标受众和传播媒介三个维度构成;(2)在品牌发展的不同阶段,每个维度呈现出不同的特点,三者之间相互作用影响,推动品牌成长;(3)故事主题由基于产品定位演变为围绕品牌价值理念构建,故事内容实现了品牌诉求由产品功能诉求,升级为文化诉求直至个性诉求的演化;(4)目标受众则实现了品牌认知—品牌认可—品牌忠诚的演化,而传播媒介则实现了精准度—影响力—多元化的演化;(5)在品牌故事的驱动下,随着品牌认知度、品牌认可度和品牌忠诚度的不断提升,品牌市场占有率在经历稳定增长和快速增长阶段之后,最终占据领导地位。

as the competition between enterprises from product to brand, brand has become a synthesis of core competitiveness of enterprises and countries. And stories as a carrier, brand marketing and such marketing strate- gy-stories of culture and values, for global companies, havebecome key points that contribute to taking up the market share and building up their brands. However, what is the concept and connotation of the brand story？ At different stage of the brand development, do brand stories form a different evolutionary path？ And how the brand story make a big difference to the brand development and other related issues had not been fully discussed. This paper chooses the local common product brand Lanyueliang as the object of study. And from the perspec- tive of its brand development, the story marketing strategy and its continuous implementation and brand innovation all make great contributions to its brand growth, contributing to the forming of a household name from a brand with- out reputation. As we study, at different stage of brand development, the creation and dissemination of brand story and their effects on brand development take on different characteristics, which feature a certain industry representa- tive. Using time series analysis, by means of case studies, the evolution of the brand story in the period of brand growing is clarified. Based on brand creation and brand story levels, brand storyis divided into three dimensions： a story structure, target audience and the communication media. Among these aspects the target audience is the core of the brand story compared to other dimensions. In the brand development process, three dimensions of the brand story take on a different evolution path, and lead to different interaction between them, driving the brand growth from the dynamic perspective of the evolution of the brand story paths and evolution mechanism of brand growth. The study finds that in the period of start-up, the brand barely forms brand culture. The themes of the story are based on brand positioning and the content of brand is mainly about the unique product functions which products provide with consumers. Also the functional demands of the brand match the value desires of the target audience. At the rapid stage of brand development, brand story also changes with innovation. Core brand values and consumer value are absorbed into story. And the brand culture is stated through brand story. In addition, the target audience＇s values and recognition to the product of the target audience are accomplishedwith the help of brand sto- ry. And at the steady brand development stage, different versions of the same story distributed by the multiple channels of communication can benefit the brand image maintenance and the formation of brand belief, as well as the brand＇s leadership position maintenance in the market. Meanwhile, from the dynamic perspective of the evolution of the brand story paths and evolution mechanism of brand growth, this paper, using case study method, explores theevolution path of brand story and the evolution mechanism of brand growth in a dynamic perspective. This paper findings show that： first, brand story contains three dimensionalities ： structure of story, audience and media, from the perspectives of the creating and spreading of brand story. Second, In the different development stage of brand, three dimensionalities appear different charac- teristics, the interaction among them effectively promotes brand growth. ; Story theme is constructed from basing product positioning to the essential values of brand. The story content realize the evolution of brand appeal ： product function--brand culture--brand personality; the target customer has evolved from brand cognition to brand accept- ance to brand loyalty; the media has evolved from precision --influence--diversification. Driven by brand story, brand cognitive brand recognition and brand loyalty promote constantly, market shares have evolved from steady growth to rapid growth to leader status. From our case study, it is clear that brand story marketing plays marked role on building the brand and managing the brand. The research about that how to build brand by means of brand story in the different phases of brand growth is instructive.