The origin of brand marketing

Brand marketing is a cognitive process, through which customers can form their own brands and products. Marketing is not only an organizational function, but also a series of processes to create, spread and transmit customer value and manage customer relations for the benefit of the organization itself and its stakeholders. Brand marketing is not independent. Brand can be achieved through traditional marketing and online marketing, which complement each other and promote each other.

David nexavar, a world-famous advertising master, once explained the brand as follows: "Brand is a complex symbol, which is the intangible sum of brand attributes, name, packaging, price, historical reputation and advertising methods. Brands are also defined by consumers' impressions of their use and their own experiences. "

1, traditional brand marketing

In marketing, the framework of marketing mix has developed from 4P and 4C to 4R, which reflects the changing trend of deepening the integration of marketing theory under the new conditions. 4P is the most critical combination factor in marketing, which requires enterprises to meet the needs of customers. 4C makes enterprises forget products and study customers' needs and desires; 4R enables enterprises to establish close contact with customers and improve customer loyalty. In the era of brand marketing, consumers' satisfaction with brands is an important link in the development of enterprises. When consumers are satisfied, they will maintain long-term loyalty to the brand. Once this loyalty is formed, it is difficult to accept products from other brands.

Brand enterprises must build high-grade marketing concepts if they want to continuously gain and maintain competitive advantages. For example, integrating marketing communication tools (advertising, public relations, promotion) can enhance brand value; Through market segmentation, the marketing level of the brand can be improved. The formation of a brand is not achieved overnight, and it will take a long time to build a brand.

2. Brand network marketing

Network marketing refers to all kinds of marketing activities carried out by enterprises based on electronic technology and computer network as media and means. The functions of network marketing include: website promotion, network brand, information release, online research, customer relationship, customer service, sales channels and promotion.

For traditional enterprises, online marketing generally begins with the establishment of websites, and the brand image of enterprises has been established before the establishment of websites. Intel President Grove once said: "There will be no Internet companies in five years, because all companies will be Internet companies." Internet will change the way enterprises operate. At present, the top 500 companies in the world have established their own homepages, and nearly 90% of them use online recruitment, which shows that the Internet is not only used to introduce company profiles and send and receive emails, but has entered a deep application. Brand marketing is a major change in the way enterprises operate through the Internet. For example, opening a shop online can not only provide convenient conditions for enterprises to expand sales channels, but also increase customers' trust in e-commerce platforms, and combine corporate websites with opening a shop online to build a brand.