How to be a brand in marketing?

Brand planning refers to the process of people conceiving, designing, making decisions and planning schemes to achieve a specific goal with the help of certain scientific methods and arts. It is a competition that guides the choice of target groups through the negation, difference and distance of competitors in the brand in the internal market (psychological market) corresponding to the external market. Brand planning pays more attention to ideological and psychological description, that is, planning, guiding and stimulating consumers' psychological market. Brand planning itself is not a process out of nothing, but a process of clarifying people's vague understanding of brands.

Brand planning positioning

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Brand innovation: market-oriented brand innovation; Brand innovation oriented to brand value sublimation, sustainable development and profit target; Provide brand development driving force for customers' enterprise development.

First, target market positioning-consumer-oriented,

B, consumer perception positioning-guided by the consumption benefits generated by product functions,

C, emotional image positioning-brand-oriented, with the image changes brought by products to customers,

D, cultural concept orientation-culture and concept orientation,

E, product shape positioning-oriented by product characteristics,

F, product function positioning-guided by the use function of the product,

G, consumer demand positioning-consumer expectation orientation,

Brand planning is both powerful and fragile, and its application of various products and functions can change the product image of customer-oriented brands.

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Establish brand image

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How to establish quality image

Quality image is the foundation of brand image. Establishing quality image is not as simple as improving product quality. The key is to establish the impression of "good quality". It is very important to do this from the beginning. A good first impression is half the battle. In addition, the product still has a lot to improve. Where should we start? Remember, you must start from a place where you can "look good". The quality image can't just stay at the level of "saying good after use", but just "saying good after reading". Therefore, the improvement of quality image should be "visible, tangible and tangible" to meet the requirements of brand building.

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How to establish a price image

We often use the retail price of products to describe their price image, thinking that high price means good image and low price means poor image, which is really unfair. It should be said that the price is relative. It is the comparison of similar products that makes us different. When the product lacks "good-looking", setting a high price will damage the brand image, and consumers will ask "why". But when the quality image of the product is established, setting a low price will also damage the brand image, and consumers will ask "why". Therefore, we believe that quality image and brand image are the basis of price image. Pricing by cost is too conservative and pricing by profit is too emotional. Therefore, the pricing models of "quality/price" and "brand/price" are more in line with the needs of building brand image.

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How to create an access image

The complete sales channel is intermediate marketing plus terminal marketing. Intermediate marketing refers to wholesale sales, and terminal marketing refers to retail. The image of channels must be based on retailers, that is, the image of retailers is our channel image. In 1960s, when Sony TV entered the American market, it was first sold in consignment shops, so American consumers called it a "punk" product. Later, Sony realized that this was a mistake, and made great efforts to retrieve the products from the consignment shop, and finally put them on the shelves of the famous Mahril department store, so consumers bought them one after another. The brand "Sony" really started to improve from that moment.

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How to establish advertising image

Marketing needs advertising, but advertising may not be able to do a good job in the market. Advertising is a necessary means to sell products, but advertising may not be able to sell products. The reason for this embarrassing result is often that the advertising image is not good. We want to build an advertising image. Enterprises have two controllable factors and one uncontrollable factor. Controllable factors: first, choose big media to advertise, and second, invest heavily in advertising. Uncontrollable factors: advertising quality, including creativity and production level. In short, the establishment of advertising image needs "two majors and one high", that is, "big media, big investment and high level". The media is big and the image is big; If the investment is large, the image will be strong; High level and good image. Actually, it's that simple.

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How to establish a promotional image

Promotion is a very effective means of marketing. But it is also a double-edged sword, and it will hurt yourself if it is not good. Because brands often need to use some promotion methods in the process of building, brand managers must carefully consider which promotion methods may damage the brand image. I think "discount sales" is an obvious way to promote sales, which damages the brand image. Of course, "big sale" is equivalent to throwing the brand into the quagmire. As long as we observe carefully, you can easily find that all the promotional methods related to "price reduction" are not conducive to the brand image. But some things will backfire. "A big price cut" can sometimes lead to a market revolution. The market can be rearranged and the status can be rearranged. Brand awareness and consumer attention will also be unexpectedly improved.

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How to establish customer image

In the 1970s, a very important marketing theory was born, that is, the "positioning theory" of American Reese and trout. Since then, products are no longer for the public, but for some people. This group of people produced a specific "customer image". You can think about the people in the Mercedes. What kind of shoes to wear Nike; Who often drinks Moutai? Yes, brand managers should take it for granted that brands serve these people. But to do this well, I think the most effective way is to use price leverage. If you want to attract most people's business, you must lower the price threshold. If we want to safeguard the interests of a few people, we should set up price barriers. The price will naturally separate the crowd. The image of customers also comes from their own expenditure level.

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How to establish corporate image

Brand belongs to a market subject. Brand image and corporate image are closely related. To establish corporate image, we can start with "tangible construction and intangible construction". The former refers to the introduction of enterprise identification system (CIS); The latter refers to the spiritual culture of building enterprises. But these are all created within the enterprise. The key to establishing corporate image lies in more media reports. Of course, these media information must be beneficial to enterprises. Without the support and dissemination of the media, the image of the enterprise cannot be transformed into the image of the market. The image of the enterprise will eventually be recognized by the market and society.

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Core points

Brand identification system

The primary task of brand planning is to extract highly differentiated, clear, perceptual and inclusive brand core values that touch the inner world of consumers on the basis of comprehensive and scientific brand research and diagnosis; Planning a brand identification system with core values as the core, basic identification and extended identification are the concretization and vividness of core values, which makes the docking of brand identification and enterprise marketing communication activities operable.

Brand structure

A very important task of brand planning is to plan a scientific and reasonable brand strategy and brand structure. Under the single product structure, marketing communication activities are all carried out around upgrading the assets of the same brand. After the product variety increases, it will face many problems. Is it to extend the brand, keep the original brand or adopt a new brand? If a new product adopts a new brand, how to coordinate the relationship between the original brand and the new brand, and how to coordinate the relationship between the overall brand of the enterprise and each product brand? Brand strategy and brand structure optimization strategy are to solve these problems.

Brand extension and expansion

The ultimate goal of brand planning is to continuously obtain better sales and profits. Because the reuse of intangible assets is cost-free, as long as we plan the brand extension strategy with a scientific attitude and superb wisdom, we can make full use of the intangible assets of brand resources and realize the leap-forward development of enterprises through reasonable brand extension and expansion. Therefore, one of the important contents of brand planning is to carry out scientific and forward-looking planning on the following aspects of brand extension:

Refine the inclusive brand core value, embed it into the pipeline of brand extension, how to seize the opportunity of brand extension, how to effectively avoid the risk of brand extension, how to strengthen brand core value and main association, and how to successfully promote new products in brand extension.

Managing brand equity

Brand planning does not end with building brand image. Create a strong brand with distinctive core values and personality, rich brand associations, high brand awareness, high premium ability, high brand loyalty and high sense of value, and accumulate rich brand assets.

First of all, we should fully understand the composition of brand equity, and deeply understand the connotation and relationship of various indicators of brand equity, such as popularity, quality awareness, brand association, premium ability, brand loyalty and so on. On this basis, combined with the actual situation of the enterprise, the brand equity goal to be achieved in brand building is formulated, so that the brand creation work of the enterprise has a clear direction, be targeted and reduce unnecessary waste.

Secondly, under the principle of brand composition, around the goal of brand equity, creatively plan the marketing communication strategy of improving brand equity at low cost.

At the same time, we should constantly check the completion of brand equity promotion goals and adjust the next brand equity construction goals and strategies.