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汗纳迪姆
Aug 03, 2022
In Welcome to the Forum
Not long after Pei Yu, the co-founder of OnePlus, left, OnePlus announced that it would become a brand under OPPO. As soon as the news came out, it attracted the attention of overseas markets: OnePlus fans ran to Pei Yu's Instagram account and commented, "After you left, OnePlus is getting worse and worse." "The extreme guest set collapsed. Relying on the "unwilling" extreme customer design, it has successfully entered the circle, established a firm foothold in the European and American markets, and gained a large number of fans - OnePlus has handed over an excellent answer sheet to the Chinese overseas industry in the past few years: OnePlus 1 The sales of 200 million US dollars were exchanged for 2,000 US dollars of marketing expenses, and the entire brand was listed on the "BrandZ China Top 50 Global Brands" list for four consecutive years. Industry analyst Pan Jiutang said that some domestic financial circles were surprised by OnePlus. In the popularity of Silicon Valley, OnePlus fans have also commented: There is no better Android enthusiast phone than OnePlus. What is the marketing method for helping OnePlus' "reputable" brand in the European and American markets? How should other overseas brands understand and use it? Source: Drive China 01 What is brand personality marketing? The term "personal design" originally came from animation, which refers to the character modeling, clothing style, and personality characteristics of the characters appearing on the stage. With the popularity of fan culture, "Standing People" has become a marketing tool and has been widely used in celebrities. Jin Dong's "veteran cadre", "cultural man" image, Yang Chaoyue's "koi physique", American rapper Cardi B's "Party activist" identity... These are all people who are consciously or unintentionally crowned by stars Assume. Compared with creating a perfect public figure image everywhere, a suitable character design can help the star become instantly "grounded", thereby attracting a certain group of people and achieving the effect of rapid increase in fans. Left: Because of the "koi physique" character design, this picture of Yang Chaoyue is often forwarded for good luck, and is even used as an avatar by many netizens; Right: The American rapper was given the character of "Party activist" by domestic netizens because he often expressed solidarity with China in public and criticized the U.S. government for its inappropriate anti-epidemic efforts. Similar to celebrity personalities, the existence of brand personalities can also enable consumers to better understand, accept and even fall in love with a brand. In a narrow sense, brand personality marketing refers to the personification of a brand. Designing mascots according to brand tonality and inviting spokespersons belong to the category of brand personality marketing to some extent. In addition to these intuitive methods of expression, some brands will also create an identity for themselves by interacting with consumers from a specific perspective through advertising copy and other means. Jiang Xiaobai's advertising slogan "Growing up is to mute the cry, and dating is to vibrate the mood", which highlights its literary and youthful character. "Ruffian" character (although Durex's advertising copy has a history of overturning in China). There are also some brands, such as OnePlus, that do not directly personify the brand, but consumers can extract "geek" and "elite" from their product appearance, advertising tone, event slogan, and even brand logo. Key words. This kind of "brainwashing" effect of telemarketing list creating keywords for the brand is also what brand personality marketing can achieve, because the core of brand personality marketing is to create a clear and stable brand image, and let this image reflect the brand behind the brand. Cultural Value. This value orientation is often closely related to the brand's audience. With the rise of a series of online celebrity brands, successful cases of brand personality marketing have become common in China. However, for overseas brands, it is still difficult to identify and establish a personality in a completely unfamiliar market. The early marketing behavior of OnePlus is a textbook case of brand personality marketing. 02 How was OnePlus' geek design established in Europe and America? When Pei Yu attended the US Internet Summit in 2015, he said that the original intention of OnePlus to establish an overseas market was to give the team more "experience" and did not focus on the overseas market. He did not expect such a good response in the end. Looking at a series of operations of OnePlus overseas, especially in Europe and the United States, it is actually adhering to the marketing method of "establishing personality according to the market - strengthening personality - using personality to promote brand
One plus pole guest set "collapse"? How is brand personality marketing used overseas?
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汗纳迪姆

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