There Is No Shortcut To Brand Marketing.

With the rapid development of the economy, the brand awareness of consumers is constantly increasing. Brand is no longer a professional term for advertising planning industry. It has become a popular vocabulary in many parts of the world. For example, one part of the "Crazy Stone" is an implantable advertisement: the black brand "Baleno", though the wrong target consumer group has affected Baleno's image, has left a deep impression on consumers' minds.

The brand that the general consumer understands is brand name. The most popular understanding of famous brand is the well-known brand. The emergence of the word "brand" is prior to the brand concept. It is the product of the specific environment of our country.

Unfortunately, a lot of business people also think so. These people talk about brands every day, but they simply do not know what brand is, and how to make brand and how to manage brand.

Is there any shortcut to making a brand?

The answer is: No.

Although there is no shortcut to make a brand, there are scientific laws to follow, so long as you follow the following methods, you can avoid going wrong or taking a detour in the process of making brand.

What is brand?

The brand Brand of English originates from the ancient Norway Brandr, which is meant to be "cauterization", marking the private property that distinguishes pigs, cattle and sheep from other people in this way.

With the continuous change of the business competition pattern and the form of retailing, the meaning of the brand is becoming more and more abundant, and even a specialized research discipline -- brand science has been formed.

At present, the academic community is rather confused about the brand and has not yet reached a consensus. In the industry, what is more respected in the industry is the definition of the brand by Dr. Philip Kotler, an American marketing expert: a brand is a name, term, symbol, symbol or pattern, or their mutual combination, to identify products or services provided by a company to a certain group or a group of consumers, and to distinguish them from competing competitors' products or services.

With the development of brand research, some brand related concepts have been extended.

1. brand personality: refers to the personality quality of the brand, it is an important part of brand recognition, it can make the life without product or service humanized and enrich the connotation of the brand.

2. brand positioning: focus on the psychological feelings of the target consumers, design the brand image, design product attributes and disseminate brand value according to the characteristics of the target consumers, so as to establish the brand's unique position in the hearts of the target customers.

3. brand culture: brand culture highlights the external publicity and integration advantages of an enterprise, and effectively pfers the corporate brand idea to consumers, thus occupying the minds of consumers.

Brand culture is the essence of enterprise that is condensed on the brand.

4. brand extension: refers to a strategy that applies brand to new products or services on the basis of already well-known and influential brands, so as to reduce the risk of new products entering the market.

Popularity, reputation, recognition, association and loyalty are generally regarded as the five assets of a brand, but I personally believe that they should be regarded as the five stage of brand development, because they represent a process of brand growth from scratch and growing.

How to make a brand?

I remember someone said that there are more brand experts than brands nowadays. Although it is a joke, it also reveals the status quo of the brand research industry: hundred flowers contend, and hundreds of families.

Combined with years of work practice and theoretical research, I personally think that the brand should start with the following six aspects:

1. the product is fundamental.

Products are the foundation of brand building. Without good products, brand building is impossible.

In addition to ensuring the most basic quality, good products also have higher requirements in terms of product image, name, product concept, product packaging, product display and so on. Products are the key factors to attract consumers' attention and purchase.

2. positioning is the key.

Positioning is the key to brand building. Without accurate brand positioning, the brand image can only be blurred and the brand will be confused.

Therefore, for brand building enterprises, we must have a clear and precise positioning of their brands.

Positioning needs differentiation strategy, which can be distinguished from other brands obviously, while positioning should be combined with the attributes of products.

3. image is the foundation.

Image is the foundation of brand building. The common practice of building brand image is to import VI or CI system. If there is no perfect VI or CI system, the brand building of an enterprise is impossible. If an enterprise wants to create a brand, it must leave its distinctive image in the mind of consumers, such as passion, youth, fashion, high quality, wealth and so on. Brand image building should break through the thinking set according to market demand and consumer psychology, explore the value of brand, and impress consumers with good brand image.

4. management is the guarantee.

Management is the guarantee of brand building, and also the core competitiveness of enterprises to create brand.

It is the most powerful and important driving force for the growth of enterprises, the basic ability to support the long-term competitive advantages of enterprises, and the strategic ability to make enterprises unique and bring competitive advantages to enterprises, and to promote the rapid development of enterprises.

Without core competitiveness, the brand lacks soul; only with the support of core competitiveness, can the brand grow enduring.

5., channels are lifeblood.

Products are distributed to sales terminals through various sales channels and eventually reach consumers.

Without a sound channel, the brand can not be achieved, so the channel becomes important in the growth of the brand.

Two examples are given to illustrate the importance of the channel: A enterprises are soaring with brand awareness and reputation under the bombing of huge advertising fees, but the final market performance is a big surprise.

B enterprises rely on other hundreds of thousands of funds to support the operation of the market, in just a few years, the turnover will be seven or eight billion.

The same is the health products industry, how big difference?

It is said that the imperfect sales channel is the main reason for the failure of A enterprises, and B enterprises rely on the perfect marketing network to develop rapidly.

6. communication is a breakthrough.

Brand communication needs systematic, normative and continuous, gradual and continuous accumulation.