(Brand Promotion) The Eight Fulcrum Of Brand Fast

In China, many people now have an impression that brand planning is not a marketing planning company.

In reality, the real willingness and the ability to hire marketing planning companies are often large financial enterprises. The brand value of Chinese enterprises is becoming more and more popular today. The brand of Chinese enterprises will inevitably encounter the contradiction of "capital size".

Is it true that the vast majority of Chinese enterprises are destined to only brush with brands?

Otherwise, where is the way out?

A brave man wins by crossing the road.

When we face this problem, there may be a bright future.

Next, the author will take the brand planning of the master's eye and combine with his own experience to strive to present it to you all at the same time. At the same time, I hope that on the way of brand planning, we can give more or less inspiration to the vast number of Chinese enterprises.

To understand the market is to find a research company. First, we should understand the market. When the author plans three brands, the boss or his colleagues will always ask me a question: is it necessary to do market research to understand the market?

Do you want to find a research company?

In fact, to understand the market does not mean that it is necessary to carry out professional market research projects. For example, hiring research companies will not only cost a lot of money, but will also take many days.

For Chinese enterprises, because of the pressure of funds and performance, they often run things against time.

In this sense, how much Chinese companies can wait for the results of professional research firms without delay in terms of fees and time alone?

The author's view is that to understand the market, from a practical and sufficient point of view, it is not necessary to find market research companies.

We can solve this problem through the following ways.

The company believes that when most companies want to make a brand, there should be at least 1-2 senior employees, who have a deep understanding and knowledge of the products and their industries that are ready to make the brand. They are responsible for the marketing planners on the basis of the operation. Then, through a deep study of the products of the company, and through the help of the market and the help of Internet search tools, we can reach the goal of understanding the market through continuous research with our experienced employees.

What are the market opportunities for new products in China?

The author made in-depth research and analysis of the company's products and similar industries and similar products in the planning of the master's eye.

In terms of theft prevention, the first eye can be used for video surveillance. This is actually the most common anti-theft monitoring system in the market. Secondly, the door has the function of burglar alarm, which is similar to the traditional burglar alarm in the market. In addition, the mobile phone is used as a tool for operation. It is very convenient and practical.

If the security brand is strong, the competition is already fierce. What's more, the company has not had any key qualifications in the field of monitoring before.

Let's look at the area of burglar alarm. Let's not mention that there has not yet been a strong brand that can monopolize the whole country, and most of the company's brand consciousness is at a low level, at least it is actually manifested.

From this point of view, we believe that the market opportunity of the head office should be in the field of burglar alarm. For burglar alarm products, according to our understanding at that time, China has not yet had any anti-theft alarm products with the function of video surveillance. From this perspective, the head door is a blue Ocean product.

And how can we avoid competition in the blue ocean market and let customers accept it most quickly?

A simple and effective way is to create new categories, so how can we create new categories?

I think we still need to find answers from the market of burglar alarm.

The existing burglar alarm products usually rely on infrared or door magnetic detection devices to detect anomalies and then report to the police. By sending SMS messages to users, they can listen to the live voice by dialing the number of users, and send e-mails to users.

The above several ways in the actual use of the process, to the user has brought great inconvenience, for example, when we talk with some antique shop owners in Guangzhou, they told us that before they install anti-theft alarm products are always false positives, because unable to grasp the scene, sometimes even to run to the shops at night, the results saw and found nothing happened.

It can be seen that the alarm can also see how important the scene is to users, combined with the existing functions of our products, which enables us to find a new category -- video alarm.

The good name of the four methods is half the success, which has become the consensus of many marketers.

A good name will not be born out of thin air. Only with proper methods, a good name will be born.

What kind of name is it? Is it a good name?

First of all, she should be simple, easy to remember, easy to spread, and can give consumers good associations. It is best for consumers to be familiar with people and things. In addition, the name should also be loud, and a loud name usually sounds like fourth or beautiful words, such as "treasure". For this reason, we have come up with no fewer than ten names according to these conditions.

These names, and then through our own friends of MSN and QQ resources, mainly for other companies in charge of the above level of staff and marketing colleagues conducted online research, after sorting out we found the names of the top few, and their reasons for choice and no choice, combined with the author's marketing vision, and ultimately retained three of the names.

For the sake of prudence, we used the balanced scorecard method to produce a special score questionnaire according to several indexes mentioned in the first method. Finally, we found out that two names were equally matched. They were "police leopard eyes" and the current name "master's eye". What should we choose?

In fact, I originally used the name "police leopard eye" because she had almost all the elements of a good name and was very loud and imposing.

However, it was eventually persuaded by the boss, which was also caused by a blind spot at the time, because the author was not a native of Guangdong. The boss felt that the name of "leopard eye" should be better if the national market was done. Cantonese might think the name was too heavy, because the company's headquarters in Guangzhou, the first heavy market is Guangdong, so the name "police leopard eye" will face the risk of aborting.

The brand positioning of the company is not inconsistent with the focus of sales and sales.

The right brand positioning is based on the existing resource conditions of enterprises, combined with the needs of sales, weighing the gains.

Is the brand positioning wider, better or narrower?

The author thinks that each has its own strengths and weaknesses, and its tolerance is relatively good. From a relatively long time, most of the products of the company can be carried out by means of wide brand positioning. The drawback is that the broad brand positioning is mostly abstract and generalizable, and it is not easy to focus.

The narrow brand positioning is easy to focus, and the time and money to form brand marketing are relatively few.

Combined with the existing resource conditions of XX technology company, it is very important for new products to move faster.

To this end, I decided to use a narrower brand positioning to make the company as fast as possible.

Where does the narrower brand positioning come from?

The door is positioned as a product of burglar alarm, so that we get the first key word: alarm; compared with the previous alarm methods, such as SMS, voice, e-mail, etc., but users can see the scene after the alarm, but the user can see the alarm at the door. Users can see a live video of why the scene will be alerting, so that we can get second key words, video. The first two keywords together are actually our new product category -- video alarm; finally, the door can also be defended by mobile phones, and the alarm can be received by mobile phone, and the live video of the alarm can be viewed directly by mobile phone, so that we can get third key words -- cell phone. In the front part of the blue ocean product, we have identified the palm.

At this point, the brand positioning of head eye is vividly portrayed: mobile phone video alarm experts.

The key difference between attracting products and selling points and selling points is that good selling points can also effectively attack the main competitors while attracting customers.

There are three types of competitors: the first is the traditional anti-theft alarm products, the two is the anti-theft monitoring system, and the three is the monitoring alarm system launched by the local telecom company.

First, the traditional anti-theft alarm devices mainly detect the illegal intruders by means of detectors such as infrared and magnetic sensors, and carry out on-site alarm, alarm, remote phone alarm, and SMS alarm through the alarm host.

The biggest drawback is that the alarm scene can not be mastered when the alarm occurs.

Secondly, the anti-theft monitoring system has the advantages of checking and video playback at any time, but the disadvantages are obvious. It needs someone to be on duty and can not make the active alarm like traditional anti-theft alarm devices.

Finally, although the monitoring alarm system can also see the video on the scene after the alarm, the drawback is that it needs to receive the alarm video files by e-mail.

Combined with the advantages and disadvantages of the three main competitors, we confirm that the selling point of our products is the visible alarm of mobile phones.

In order to facilitate publicity, the author also derived a more penetrating slogan from the selling point: "alarm, see, and rest assured!"

As far as the selling point is concerned, we are going to use the "visible" to crack down on traditional anti-theft alarm products, unable to carry out video surveillance, use the "alarm" to crack down on burglar control system, unable to voluntarily call the police, use the "mobile phone" to crack down on the monitoring and alarm system, do not use the mobile phone to view the video alarm, and more importantly, to cater for the customers' "alarm to see" needs.

I believe that the task of brand attribute is to give consumers good psychological hints, and to further exert pressure on competitors. The most important thing is to guide the direction of brand development in the future and lead all marketing activities such as marketing, R & D, production and operation.

As a burglar product, consumers purchase in addition to their own needs, the most important thing is to let consumers trust products, the higher the price is, the more it is!

Then we will look at competitive products, such as China Mobile's "hand eye pass". Its selling point seems to be "visible worry!"

Like another hand held vision system launched by another company in Guangzhou, it also says that it has the function of alarm, but the detection method used is the technology that is not mature at present.

Combined with the above two aspects, only professional ability can make consumers trust. At the same time, they also imply that the "hand eye pass" is not professional. Besides, consumers have bought anti-theft products. The first requirement is reliability. At this point, "hand eye pass" seems to lack some convincing power.

To this end, the author puts forward two key words: "professional and reliable".

At the beginning of the launch, there is hope that he can partially replace security. From this perspective, she is economic.

In addition, we hope that this high-tech product can be thoroughly civilians, so as to benefit the Chinese people.

In addition to the computer door, she can also use mobile phones as the terminal of operation and alarm. The wireless mobility of mobile phones will greatly facilitate users and enable them to be available anytime, anywhere.

For this reason, we have finally identified the brand attributes of "head office" as "professional, economic, convenient and reliable".

The brand image of logo is a good brand logo. It must be based on the brand name, brand positioning, brand attribute and product selling point. It will concretely and visualize the abstract marketing concept.

In terms of brand names, brand positioning, brand attributes and product selling points, we need to pass four key words to consumers through brand logo: mobile phones, alerts, visible and reliable, and then try to visualize them through design.

In the process of communicating with designers, we find it difficult to pass these four key words simultaneously.

The designs are either complicated or have no aesthetic feeling.

The key is mobile phones.