Brand Management: "Monkey Four No" And Brand Stickiness

The abuse of brand name will lose its special position in the mind of consumers.

Marketing Master Philip Kotler

Brand is "monkey four".

There is a very interesting handicraft, it is four monkeys, one of them is covered with eyes, named "no one sees it"; one clutching his mouth, is called "impolite not to speak"; has always clutching his ears, named it "not to listen to the ears"; another one clutching his hands, is called "impolite do not do".

If we define "rite" as the core value of brand, we will know that if we want to avoid the deviation of brand planning and communication and avoid the occurrence of brand crisis, we must follow these four principles.

No matter what you see: the key elements of product packaging, visual communication and image presentation should be centered around the core value of the brand.

Indecent speech: advertising, news, public relations and promotion must be unified. The so-called integrated marketing communication is to have an image and a voice.

Do not behave in an indecent manner: do not do things that are not suitable for brand positioning and core value. For example, if your core value is "modern Chinese medicine", then the products you make should conform to this positioning requirement. If you blindly carry out brand extension, even lead to the danger of the parent brand.

Don't listen to others: stick to your principles, do not have too soft ears, and learn to differentiate the market information. Even if you are investigating, you should learn to analyze and filter, and avoid leading the brand into a wrong way.

Brand extension: Thinking under brand cohesion

Brand extension undoubtedly has strong attraction.

Brand extension is usually used to deal with competitors and strive for greater market share, and is "save money, save labor and save time".

The brand extension strategy can not only enjoy the brand umbrella effect of famous brands, but also continuously support the original brand with new products.

At the same time, the use of brand extension strategy can enhance the image of the core brand and improve the overall brand family investment efficiency.

But brand extension is a double-edged sword. Improper strategy will lead to "brand dilution".

Even a great danger, even if it can be prosperous and prosperous, it will also be damaged.

Generally speaking, brand extension can not seriously deviate from the core value of the brand, can not ignore the management ability, and should not ignore the competitive situation, but also pay special attention to the following points: generally, most of the extended brands are meaningful brands, which can cover and express the multi-layer meanings of product attributes, interests, values, culture, personality and users; therefore, when extending, we should fully consider the docking of the new objects in the above multi-layer meaning with the original brand.

Here we propose the concept of brand cohesion.

We believe that products can be divided into product entity (core function), product extension (sales service), spiritual value (brand personality), between products and original brands, with cohesion, that is, relevance and association, reflecting the degree of brand and product intimately, brand value and product personality combination;

The greater the brand cohesion, the smaller the range of brand extension.

The product function is fixed, and the brand personality can be stripped to a large extent, and beyond the spiritual level, and combined with the corresponding products, it becomes a new extension product.

Brand sticky can cover all products that are recognized by the market.

Goldlion has become a symbol of successful man status. Almost all men's articles such as ties, suits, handbags, even mobile phones, pocket computers and so on can be used for this label.

Such as Tongrentang, its brand has surpassed the specific products of Tongrentang, and has become the pronoun of quality. It can directly stimulate the trust mentality; and then, like Wan Xi Jing, starting from the Six Ingredient Rehmannia Pill and subliming the brand spirit through good medicinal herbs, the brand and concrete products are stripped and effectively extended, so long as the later products can add extra points to the idea, it will increase its extensibility.

Generally, the drug brand is highly cohesive; in the product name, it has limited the later consumer, and the range of competition; and for the brand from the product, brand name can not be too detailed, or the product line brand can not be too concrete, otherwise the brand viscosity will be very strong, such as the medicine "Xie Xie" from the brand name is the antidiarrheal, the feeling is cold medicine, the slow Yan Shu is chronic pharyngitis medicine, and can not effectively extend; and the name of the product named enterprise brand can extend success, not because the product life cycle falls, but the neck Fukang is relatively limited.

The more feasible strategy is product improvement and the introduction of new product brands.

But this kind of brand extension is generally based on the original brand, in fact, it is a promotion to the original brand value.

Since the extended brand is more targeted, the extended products usually apply to the subdivided consumer groups which are different from the original brands.

For example, there is no new PPA, Kim Scharer Con, sugar free 39 stomach, for children's little fast, little, Yang Sheng Tang launched the middle and old age vitamins, Chinatrust and so on.