In this " high-end " feast, there are still many companies that have lost their lives, and there have been many deviations between the value of sheet products and market demand. The author believes that in order to give high-end image recognition to sheet products, we must first grasp Good consumers' psychological cognition of luxury goods, in other words, the inherent image characteristics of luxury goods.
Label 1: Create tags, brand symbols. Most of the luxury goods pay great attention to visual impressions, such as the strong visual impression of Cartier's little leopard and the black background and red box in the advertisement, which highlights the luxury of watches or jewelry, while Tiffany's packaging is always light blue. The color and white belts present a light visual experience, symbolizing the eternal love.
Label 2: Clearly cater to emotional desires. Luxury goods are more to meet people's spiritual and emotional needs, such as Swarovski's crystal clear and transparent to bring people's fantasy of love ; Omega always chooses the world's top mature stars, conveying the outstanding status and psychology Feel.
Tag 3: Advocating distinctive values. The interpretation of brand spirit by many luxury goods is interpreted and transmitted from the perspective of values, which makes it easier to establish communication between the brand and the audience. For example, Chivas: live a knight style, is a typical portrayal of life attitude ; Mercedes-Benz E -class car, seeking to find the true value of things , so issued a " life is beautiful, knowing people do not confuse " sigh, and this view also stems from Confucius The quotation "The benevolent is worry-free, the brave is not afraid, the knower is not confused. "
Label 4: Establish heritage and brand stories of historical origins. What makes the Harley locomotive different is that it sells not only locomotives, but also faith and culture . The top watch Patek Philippe emphasizes: “ No one can really have Patek Philippe, but only for the next generation, †highlights Patek Philippe’s collection value and Descendant style ; LV returns to " travel " , using Gorbachev's image to interpret: " Life is a journey " , outside the car that Gorbachev rides is the extension of the Berlin Wall.
Tag 5: Build a top brand experience. Luxury goods pay great attention to the customer experience, trying to create the ultimate atmosphere and extraordinary brand experience. For example, many luxury stores have set up VIP lounges and private fitting rooms to receive top consumers.
Label 6: Establish a unique cultural connotation. In addition to its own cultural heritage and historical accumulation, luxury goods will also graft on modern culture, do some social welfare, and establish a relationship with a certain culture. Rolex supports the field of culture and art all the year round, insists on being a pioneering activity of the instructor, training young artists and repaying the society ; and Montblanc is also a sponsor of the art field, insisting on rewarding the enlighteners of artists who have contributed to culture and art, and rewarding them for discovering talents. contribution.
Label 7: Quality, or quality. Quality and craftsmanship are the core strengths of luxury goods, such as TOD’S 's handmade craftsmanship, and Patek Philippe's tourbillon technology is a world-renowned technology. Many luxury items emphasize private customization.
Label 8: The blend of Chinese and Western cultures. Luxury goods from the West after entering the Eastern markets, will try to integrate into the culture and elements of the East, the spread of brand, Black & White to borrow cultural yin and yang in Oriental culture, highlighting its black and white concept has been very clever; Mercedes-Benz off-road The car boldly integrated the thoughts of Sun Tzu's art of war into the off-road vehicles. The wind, fire, mountains and forests respectively played a function, and the functions of the car were subtly integrated with the war of war.
A dog bed is a comfortable and cozy place for your furry friend to rest and sleep. Here are five points to describe a typical dog bed:
1. Material: A dog bed can be made of various materials, such as soft cotton, plush fleece, or durable nylon. The material should be soft and breathable to keep your dog comfortable and prevent overheating.
2. Size: Dog beds come in different sizes to accommodate different breeds and sizes of dogs. It's essential to choose a bed that is the right size for your dog to ensure maximum comfort and support.
3. Shape: Dog beds can have different shapes, such as rectangular, oval, or round. The shape should match your dog's sleeping habits and provide enough space for them to stretch out comfortably.
4. Padding: A good dog bed should have sufficient padding to support your dog's joints and provide a soft cushion for them to rest. The padding can be made of foam, memory foam, or other materials that offer support and comfort.
5. Design: Dog beds come in different designs, from simple and functional to stylish and decorative. Some dog beds have removable covers that are easy to clean, while others have built-in features like bolsters or raised sides to provide extra support and security. The design should match your dog's personality and your home decor.
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