Brand Concepts and Trends

Abstract: What kind of values should you have when planning or starting a business? In a socialist economy or a state-sponsored company, this may mean running a business according to the orders or policies of the country, but in a liberal economy, you are free to do so.You are free to follow the value that "brands should be beautiful" or not, and you are free to have different values. You are free to choose to "behave beautifully" or not. You are free to aim to "become a beautiful brand" or not, and you are free to aim to become a different kind of brand. In this article, I suggest that you choose to "behave beautifully" and aim to "become a beautiful brand" in line with the value that "brands should be beautiful".However, in order for a business or company to continue, it needs to be supported and purchased by customers. When talking about "customers," you need to consider quantity and quality. In other words, you are free to aim to acquire as many customers as possible who are supportive, even if they are not that enthusiastic, or to acquire a small number of customers who are enthusiastic. In this book, we suggest that you aim to acquire a small number of passionate customers.You are also free to aim for "high profit, low sales," that is, to increase overall profits by selling large quantities at low prices even if the profit per item is small. On the other hand, you can ensure overall profits by selling "high profit, low sales" (a term coined by the author), that is, even if you sell small quantities, if the profit per item is high you can ensure overall profits. You are free to do so. In this book, we suggest that you aim for "high profit, low sales."Note that "high profit, low sales" and "high profit, low sales" are both terms coined by the author. It is strange that the term "high profit, high sales" is commonly used, yet there is no term to express the opposite concept. If there is no term because there is no situation in which it can be used, then this in itself may be a serious problem.Some people may frown upon the phrase "high profit," as being a rip-off. However, high prices and high profits are the results, but still, buyers buy the products because they consider them to be "worth the price" or "worth more than the price," so they are a reward or reward for creating value that is recognized, and a seed of hope or sowing for the future. In other words, it includes a reward for the past (a reward for the artisans and brands that created value) and an investment in the future (hopes for the artisans and brands that will continue to create value), and it can also be seen as high prices and high profits to create the next value. In other words, the products that consumers choose will change society, and the brands that consumers choose will build a society that is rich in quality, not quantity.

Keywords: Brand Management, Luxury Branding, Brand Identity

DOI: 10.54941/ahfe1006072

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