Misunderstanding Of Brand Building

Chinese

First, too much emphasis on brand strength.

Some enterprises believe that as long as the company has a reputation, what products will be launched and what brands will be sought after, such as Microsoft, no matter what brand they launch, what products will consumers agree with and buy.

So is Procter & Gamble. Even if the new product is launched, it can sell well without any popularity.

This kind of knowledge is somewhat one-sided. Service enterprises are directly related to consumers themselves because they are directly related to consumers. At this point, corporate brand can be chosen as the basis for consumers to choose, and production enterprises must pass through channels to reach consumers. At this time, enterprises are far away from consumers, and the influence of enterprise brands on consumers is also very small, because consumers are more interested in products that can bring real benefits to themselves, and the main basis for selection is product brand.

How much more famous companies like Microsoft and P & G?

How much money and time did they make?

I do not negate the role and value of corporate brand. As an intangible asset that can also affect consumers' purchasing behavior, corporate brand has the same value as product brand. If a company wants to survive and develop for a long time, it must establish a good brand image. However, there is a problem in order: first, product brand and then enterprise brand.

The popularity of P & G is also stacked up by a series of excellent products and brands. No one has ever heard of a company whose products are not famous and enterprises are famous first, even though it is hard to get valuable returns.

After all, consumers are concerned about products that can satisfy their needs. Product brand is a guarantee and recognition for the product that can satisfy consumers' needs. Brand is also a guarantee for products and product brands. This guarantee also comes from excellent products and product brands, which are complementary and indivisible.

The combination of the three will generate strong sales force.

Therefore, before we promote corporate brand, we should produce a few excellent products and create excellent product brands.

Some people will say that in this way, simply use the enterprise brand for product brand, thus spreading the brand of the product and spreading the brand of the enterprise, just like Coca Cola Co.

There are many such cases, but the dissemination of corporate brand is not only so simple as to spread the name of an enterprise. It is necessary to consider whether the culture and image of an enterprise can be unified with the connotation and characteristics of product brand; whether the enterprise brand can be compatible with other products and brands when the product line is extended, and when the product goes into recession or when problems arise, how will the brand of the enterprise be affected?

But this method is absolutely not desirable. We can adopt strategies such as sub brand and continuous innovation. For example, most enterprises in the household appliance industry share a brand name with their products. Their rich product lines, sub brands and continuous technological innovation support the brand of the main brand and enterprises.

In the end, in the end, the production enterprise, whether it is an independent product brand or share a brand with the enterprise, should put the product brand in the first place, because, for the production enterprise, there is no successful product and product brand without successful enterprise.

Two, brand building is advertising communication.

Many enterprises unilaterally believe that as long as the brand image is disseminating through media advertising, the purpose of brand building can be achieved.

In fact, advertising is the main tool of marketing, but it is not the only tool. Brand building is not only accomplished by advertising. Channels, terminals, services, even business management, supplier cooperation and other links should reflect a unified brand image and inner culvert.

If a famous brand perfume, raw materials are extracted from valuable plants and medicinal materials, and then processed hundreds of times, they are made up of expensive glass bottles. They are sold in the first-class shopping malls, and the advertising production is also very beautiful. The famous female stars of French temperament are shown in the advertisement.

From the raw materials procurement, production, channels, packaging, prices and other aspects of this position clearer, it is easy for consumers to accept and agree.

Let's assume that it is just a very gorgeous advertisement, and preach its noble quality. But it sells products in supermarkets or convenience stores, or sells rough or cheap products. Its brand image must be greatly reduced.

Advertising is only one of the means of spreading the brand. It must cooperate with other marketing tools to play a greater role.

Do not exaggerate the role of advertising, the cost of advertising is higher and higher, and the flood of media and the growing maturity of consumers make advertising worse and worse.

According to statistics: 2/3 of the advertising expenses of enterprises have been wasted. The myth of advertising omnipotent has been disillusioned. At this time, the key to shaping a successful brand is to carefully design the rich and unique connotation of the brand and implement it meticulously.

Three, no brand stage consciousness

Some products are commercials for a year or even a few years. Without any adjustment, even changes are just a form of change.

Ask why advertising is always "old face" answer is: changed advertising films or appeals, unified brand image will not change?

The impression left in the minds of consumers for a long time will not fade away.

What is more, it is believed that changing the content of new communication is to overthrow everything in the past and create brand from the beginning.

Indeed, there are some products that are invariable throughout the year. Some products have adopted a unified advertising campaign for a period of time because of their own particularity or industry market factors, while others simply lack the knowledge that brands need different communication characteristics in different periods and stages.

When a product enters the market, it will go through different stages: introduction, growth, maturity, recession, etc.

There are different demands for communication in different periods.

Importing products should be based on rational appeals, and tell consumers what benefits your products can bring to them. After the product has entered the stage of rapid growth through the introduction period, consumers have already understood the basic information about the use and efficacy of products. At the same time, some emotional appeals should be added to promote consumers' perceptual identification and lay a good foundation for the brand. When the product gradually matures, consumers' needs and knowledge of the product have risen to the perceptual level. At this time, the performance of advertisements should also cater to the consumers' psychology and carry out all kinds of perceptual appeals, so as to reach a consensus on the perceptual level and reach a consensus with consumers, so as to promote their loyalty to the brand.

But not according to the characteristics of product cycle demands will inevitably lead to confusion, waste a lot of resources, miss the opportunity or even lose the market.

For example, when the product is just listed, it uses a lot of emotional appeals, which is true and sincere. But consumers still don't know what your product is for, what benefits can you get from it, and how can they pay for it?

When the product enters the stage of growth or maturity, when consumers rise to the perceptual stage of cognition, advertising appeals to the interests and efficiency of products, which seriously wastes communication costs and misses the good market timing.

The language and form of appeal must be constantly changed to cope with this ever-changing market.

The product life cycle is different, the demand will change, the specific communication time (the new year, the festival, etc.) and the uncertain time (unexpected event) appeal also must change.

With the rapid development of the times and the continuous replacement of the trend of thought, the demand is also keeping pace with the times. There is no need to be afraid of changing the content and form of publicity, and deviating from the brand positioning and weakening the brand image.

No matter how many commercials are advertised, there will be no problems as long as the demands and forms of performance have been focused on the core values of the brand.

For example, Pepsi Cola has more than 100 years of history, and its appeal and advertising language are changing with the development of the times. From 1886 to now, Pepsi Cola's advertising films have changed countless, and advertising slogans have changed more than 100, but they never deviate from the core value of "delicious and joyful" brand.

Four, ignore the foundation of brand -- quality.

Some companies find us and produce products from their own enterprises: "this product is to help us build it into a brand name."

That relaxed, it seems that all products can become famous brands after dissemination.

But when we thoroughly understand its products, we find that some products do not possess the quality of excellent brands at all. There are two main reasons:

1, there is no difference in products.

2, the quality is general, even the quality is inferior.

Products with no characteristics are naturally difficult to stand out in the market of brands like forests. What is worse is the fact that even low-quality or inferior products with no market access qualifications are in vain to attempt to build brands with such products.

All famous brand products have a common feature -- excellent product quality.

Although the most important part of brand building is the concept, selling point, positioning, service and integrated communication, consumers are most concerned about the core interests that products can bring to them, and the fundamental guarantee is that they are quality.

Consumers buy low-quality or inferior products under the strong communication and promotion offensive. Will they buy them when they find them?

Will you say good words about this product?

The most effective way of brand communication is word of mouth. Word of mouth is very effective in shaping brand, but negative word of mouth can destroy a brand.

Excellent product quality is the lowest threshold of brand hall.

Maybe some friends will ask me: now some products in the health care products industry are of low quality or ineffective, but they still sell very well, and their popularity is very high.

This phenomenon does exist in individual industries, and the health care industry is its representative. Because the purchase of medicines and health products is very professional. Most consumers do not have this ability. Therefore, advertising and expert recommendation are popular, and all kinds of concepts are flying everywhere. The core concept of health products is health care. There is no cure effect. Buyers are mostly for health care, so the quality of health products is covered. In addition, the trend of the gift of health care products is weakening its own attributes and characteristics.

Popularity is not equal to reputation, nor is it loyalty. With the maturity of consumers, products without conceptualization of quality and core value will slowly lose their market survival space.

Five, lack of brand protection consciousness

Nowadays, enterprises know that enterprises need to have their own brands if they want to grow and develop, and products must have good sales. After knowing the importance of brands, they will devote themselves to creating their own brands and consume a lot of manpower and material resources. However, there is no effective protection for the brands they are struggling to create, and even some enterprises do not have the awareness of protecting brands at all.

In theory, the life span of a brand is much longer than that of a product, which can be centuries or even longer. Of course, it may be years or months.

Although a brand has immeasurable value, the brand is fragile, like a baby, it must be carefully taken care of by brand managers and grow and mature with it.

Because of the lack of brand protection consciousness, some enterprises easily ruin their brands that are exchanged for sweat and money, such as improper brand extension, random changes in brand image, no long-term brand planning, brand being snatched, acquired, etc., and the brand created by hard work may suddenly disappear.

A lot of energy and material waste can make people lose heart.

China's brand is a long way to go. We call our brand for 100 years, and we hope that there will be more strategic brand operators in China's market.