Brand, Business War

What is business thinking?

Business thinking is the idea of making money through trading.

The first is through what to make money, and how to achieve the business mode thinking of pactions; then, based on the marketing environment and the marketing thinking of consumers, maximizing market share, maximizing sales and maximizing sales profits are the basic directions of marketing thinking.

What is brand thinking?

Brand is the promoter of business.

The brand does not produce products, the brand establishes the consumer's concept and impression of the product; the brand does not directly sell the product, the brand provides consumers with the reason to buy the product defined by the brand; the brand does not increase the product cost performance, and the brand improves the consumer's perceived cost performance.

The brand has a full consumer position, based on the characteristics and processes of consumer purchase decisions, and achieves the realization of business mode effectively by acting on the minds of consumers and matching sales.

Brand is consistent with marketing behavior in the direction of gaining market share, sales and sales profit maximization.

Brand is the heart of business.

The core of business thinking is brand thinking.

It is under this guidance that we establish and develop a complete system of brand planning, design, creative expression and sports organization.

From the operational level, I summarize the brand thinking as follows:

The competitive strategy of Michael Porter, the first strategic authority in the world, includes cost strategy, differentiation strategy and focus strategy.

The differentiation that brand points to includes three levels.

1, corporate image building with enterprise differentiation strategy.

2, for product differentiation appeal.

3, product differentiation reverse for market.

The differentiation of brand meaning starts with positioning. There are four principles in positioning: difference, fact support, consumer interest, and enough market space.

Being different must conform to the characteristics of the product, otherwise it will be self talk; the conceptual differentiation from the product facts will soon be spurned by the market.

At present, many health care products are faced with such a predicament, so the consumers are not convinced of the products.

The product facts stated in the positioning must be in line with the interests that consumers are highly concerned about, otherwise they will be poles apart, unless the purpose of doing so is to subdivide a special market.

For example, the first demand of consumers for restaurants is taste, emphasizing nutrition will not be much attractive; liquor is a taste and atmosphere, emphasizing health and nutrition will exclude heavy drinkers.

Of course, positioning should also consider that the target market of differentiation is large enough.

Products sell points and brands focus on buying points.

The selling point is the product attribute, and the purchase point is the consumer demand.

Therefore, the brand's thinking direction is:

When the selling points of products meet the consumers' needs according to the weight, we need to strengthen the selling points.

If Chinese ordinary consumers buy cars, the most concern is the appearance. Santana has an advantage in this respect. What the Shanghai public should do is to strengthen this selling point.

When product selling points do not have a dominant position in the weight distribution of consumer demand, we can either change the product (market oriented product differentiation reverse) or change the consumer's concept.

For example, the appearance of Jetta is not as good as Santana, but its performance is better than that of Poussin.

FAW needs to improve the appearance of Jetta or launch a brand campaign to let consumers understand that engine performance is more important than appearance at the same price.

When the product can not be changed and consumers' knowledge can not be shaken, we will consider redefining the target market (changing consumer groups). Perhaps Jetta should focus on the three or four line market and the taxi market as a new focus.

This is the brand differentiated thinking game for business.

Brand differentiation thinking is based on the mind of consumers.

The consumer mind is a vast market, so the brand has the right to differentiate product development.

Sales concern channel, brand concern mentality.

If demand is the starting point of consumers and products are consumers' destinations, brand is the guide for consumers to arrive at their destinations.

Brand is to help consumers establish purchase logic, of course, the logic of the answer is bound to benefit the main body covered by the brand.

We can deduce logical thinking.

A real estate developer (a brand a) develops villas in Chongming Island, Shanghai (the body covered by brand a) and sells in Shanghai.

"Would you like to live in a villa now, or wait until the white haired and staggering time?

The logical deduction of brand begins with multiple choice.

Obviously, the target consumers of this brand are the younger middle class in Shanghai. They are a little money, not too rich, but yearn for the life of the rich.

"Who doesn't want to live in a villa right away?

But the villa is very expensive.

The choice of consumers is predictable, and the next problem is also reasonable.