In the era of rapid growth of this brand, local enterprises are facing a new topic - brand upgrade. Brand upgrade is starting from the overall long-term development needs of enterprises, the market is constantly changing, consumers increasingly rational, increasingly powerful competitors, through self-renewal to achieve brand content upgrades, and synchronization of product upgrades, marketing upgrades, dissemination upgrade , Management upgrades, corporate brand in line with market demand for consumers, continue to the "top of the brand pyramid" strategy. Brand upgrades include many aspects of work, such as sublimation of corporate vision, young brand image, brand differentiation, shaping the image of entrepreneurs, brand story spread, into the emotional factors, embedded brand ambush and so on, all from the brand Exquisite start. Because the only way to be closer to the market, close to consumers. For a brand that keeps up with the market and serves the consumers directly, innovation is the basic law for the development of Nokia. Since 2007, Nokia has been fully integrated with brand logos, products, channels, terminals and marketing to showcase the endless vitality of an innovative brand. With the internationalization of the brand logo, the full promotion of channel construction, the upgrade of the terminal image, Nochi is based on the integration of outstanding designers at home and abroad and fashion promotion methods, and enhances the fashion taste and market of Noci in all the details Affinity, in order to create "the first Chinese retailer brand fashion" make full preparations to promote the brand upgrade. Core events: Noochi quick step by step brand upgrade In the past two years, active in the private economy, clothing brands gathered in Quanzhou, many well-known clothing brands have bright, embarked on the "international" brand upgrade. The long wait and see wait for changes in the apparel market demand and consumer demand dynamic Noci, as early as 2007, began embarking on the brand identity has been upgraded to enable the English LOGO "N & Q", and from the original "Noci Fashion Chain "Upgrade to" N & Q | Noci Fashion "in English combination LOGO. So far, Nuochi has gradually started to upgrade its products, advertising language, advertising channels, supply channels and sales services. And this also makes Nuoqi brand system more systematic and nuanced, brand connotation more in-depth, comprehensive, more close to consumer demand. Coincidentally, in August, Rimula Men announced the opening of a new logo to replace the "boxing champion" image that has been adopted since 1996, and the Prince of Dragon in Zhejiang has also announced a "high bid for bidding" in the past July. Rimula and belong to the same camp to send some of the strength of the brand in Fujian, after another have also taken action for the standard. Industrial Origin: New Shock Wave of Apparel Brands In 2008, the private economy of our country ushered in the 30th anniversary of the reform and opening up. The first peak of the Olympic economy also burst in this summer. In the intersection of this historic occasion, many foreign brands with strong market competitiveness have taken advantage of Olympic business opportunities to seize the Chinese market and formed a new round of shock waves for Chinese clothing brands. For a time to take the high road, international brand call endless. Own domestic men's brand have all from the brand positioning, product manufacturing, terminal channels and marketing strategies and other aspects of full force, set off a wave of another round of brand upgrades. However, Ding Hui, Chairman of Knoch, believes that a brand upgrade does not mean that it is enough to upgrade some external things such as logos and slogans with international standards. Instead, the brand integration should be refined to include product, packaging, Brand identity, brand personality, brand communication, sales and service of all matters to create a comprehensive refinement of the enterprise's products, quality, service, culture, history and other factors are combined together into the brand value together, the most important Is recognized by the market and consumers. Fine: Knoch brand upgrade Logo: with the international recognition system upgrade Logo and recognition system is refined Chinese enterprises to the inevitable choice of international, but also become a trend and trend. In response to the ever-changing market environment, enterprises have to constantly update their Logo to meet the competition needs of the new era. As an outstanding representative of China's local brand, Haier's LOGO has undergone a process of continuous evolution. In July 2007, Knoch upgraded the original "Nochi Fashion Chain" logo to the English LOGO "N & Q" and enabled the "N & Q | Nochi Fashion" combination of Chinese and English brands. At the same time, in order to cooperate with the image promotion of Nuoqi and improve the overall shopping environment of the store, Nuoqi carried out an overall upgrade of the store identification system in line with prevalence and high standards. Black and white color decoration style, filling elegant and chic style of Noochi; Against the backdrop of the black background, Nochi white with English LOGO is very eye-catching, dynamic fashion; bright and spacious store design, upscale exquisite decoration, popular Avant-garde window display, with a variety of fashion and fashion all reflect Nuokeqi unique fashion taste and unlimited innovation. The attention to detail has enhanced the user-friendly design style of Nuoqi store, while the large space design and innovative cabinet technology enable customers to feel rich in visual enjoyment while bringing unprecedented clothing consumption experience. Brand personality: own-brand clothing retail brand personality homogeneity, is a common phenomenon in Chinese brands. This led to local brands in the unique personality of the attack under the brand, there is no resistance. A brand has a distinct and unique personality, you can not submerged in the brand of the ocean or stand out, access to survival and development opportunities. The purpose of exquisite brand personality is to avoid brand personality ambiguity, so that the brand's uniqueness can not be copied competitive weapon. And Nuoqi's brand personality is: SPA mode (own-brand apparel retailers). In 1997, Noci began the fashion retailing path and in 2004 defined a unique SPA model with broad market prospects and started to build "No.1 Retailer Brand in China's Fashion Industry." Beginning in 2008, Nuoqi gradually transition from multi-brand management to single-brand, and to create its own brand of professional clothing retailers, that is, in the past on the successful sales experience of hundreds of apparel brands based on the gradual integration of the goods into A single and own apparel brand will continue to maintain and build "Nocturne" and "N & Q" as its sole retailer in China. Brand positioning: rational choice When we mention the term "fashion", often think of elegant and luxurious Paris, colorful Milan, and even the old fashioned London; talk about popular also involves such as "Chanel", " Dior "," GUCCI "," Armani ". "Upscale, fashion, luxury" is their synonym for dozens or even hundreds of years of history so that it more integrated into the nobility, Yangchun snow-style marketing measures so that ordinary consumers are always unmatched. The emergence of Nuoqi has broken the traditional operation of the apparel brand, its core value lies in the "fashion parity", that is, in the provision of stylish clothes and consumer lion will not be big mouth, but in the same paragraph with the same paragraph , The best price for customer service. And to minimize operating costs and lower commodity prices, with a more popular threshold of popular elements of fashion life. In 2008, Nuoqi advocating "rational choice" extends the enterprise mission of "providing customers with value-for-money fashion" to "make more people fashion" through an efficient product organization system and an efficient supply chain System to achieve "fast fashion", and with the price of civilians, the appropriate way to promote and popularize fashion, so that more people fashion together. Brand communication: close to the consumer advocacy With the upgrading of the market competition and the media environment, brand communication has also evolved, an advertising film popular in China has become the era, and now the brand communication requires professional and refined operation. From the brand story to advertising performance to public relations activities, brand and consumer communication activities must be close to the consumer's mind, so that consumers like it. Following last year to become the Eighth CCTV Model TV Competition Fujian Division of designated fashion, Nokia strong sponsor of the Ninth CCTV Model TV Series Fujian Division, on the road to fashion further. Through the CCTV Model TV Contest, Notch not only provided the model contestants with a stage for demonstrating themselves and realizing their dreams, but also built an effective communication platform for the interaction between fashion industry and commercial economy. "Fashion + Model" brand-building campaign, Knock infused more fashion, popular elements, the Knows brand fashion strategy deduced to a new level. In August 2008, Knoch specially designed a new advertising slogan for the designed slogan "Rational Choice." The commercials are divided into three chapters: The Big Piece, The Moisture Article and The Hurdle Piece. The article introduces the fashion and parity brought by Nochi fashion without any intermediate links from three different perspectives. Simple yet tasteful, humorous yet moral image and advertising discourse, concise and accurate expression of the "rational choice" of the essence and essence. At the same time, Noci also conducted targeted broadcasts at various stores covering the market. In the meantime, in September, Knoch also joined hands with a number of internationally renowned models and set up a temporary fashion selection team and make-up modeling team for the fall and winter photography of new products, together with well-known fashion photographers to lead this fall and winter men Decent decent handbook.