BUS631: Brand Management

Before being widely accepted, western scholars have used "brand essence", "brand mantra", "Brand code", "brand themes" and other words to represent the core values of the brand. Aaker thinks "brand essence" is a part of the brand identity, it has all core brand identity; Upshaw thinks the "brand essence" is the intrinsic value of the brand, is the core of the core brands; Helena thinks that "brand code" defines the uniqueness of the brand, is the source of brand power; Randazzo thinks "brand themes" is the symbol of the brand, is the spiritual center, which determines the characteristics of the brand and is reflected in all aspects of the brand. Until 1997 Walker Chip used the "brand core values" of the concept in "The perils of popularity" in an article for the first time, and pointed out that it is the core interest of the brand promise to consumers, and represents the ultimate significance and unique value to consumers, is a unique and most valuable brand essence. Meanwhile, Walker Chip also pointed out that the core values of the brand should be brand-oriented rather than product-oriented, in order to maintain its leading position of the brand, companies must establish a lasting relationship with the customer in the brand core values, because the core values of the brand provides a reason to select the brand to consumers. Since then, research-related aspects of the brand core values began to receive more attention. Western scholar Mats analyzes the relationships between the core brand values, enterprise value and brand value-added; Keller considers the core brand values is a series of relationships between brand association and brand value-added, which can reflect the most unique 5 - 10 aspects of the brand.

In the domestic research, our brand strategy and marketing, advertising scholar Weng Xiangdong argues, the core values of the brand is the main part of brand equity, it allows consumers to clearly identify and remember the brand personality point of interest, and even dominantly force the consumers to fall in love with a brand. Bai Xueyan believes that the core values of the brand is the brand concept, is an important symbol in the test of a strong degree of brand. Wang Xu defines the core values of the brand as: the ability to provide high value to consumers while excess profits for the enterprise, decides consumers whether to purchase the brand merchandise to a certain extent. Luo Jiujiu points out that the brand core values offers consumers unique interests and values which are different from other brands, also it is a concentrated expression of a brand personality and culture. Chen Dong considers the brand core values is the ultimate pursuit of rationality and the corresponding demand from its own brand identity and brand objectives. Yao Jie suggests that brand core values is the soul and essence of the brand, is the brand's promise to consumers and throughout the whole process of brand development.

From the above definition of the core values of the brand, although there are differences in views of these scholars, but the brand core values is generally considered to be different from other brands and offers unique benefits and value to consumers, is the soul of the brand, is the performance of enterprise competitiveness, and also is the inner spirit when build a brand.