How To Reduce Marketing Cost Effectively Through Brand Strategy

To make brand strategy planning for domestic enterprises, we must learn to build a monastery in a screw case. We should give full consideration to the fact that domestic enterprises do not have ample financial resources and weak brand management capabilities. Brand strategy should be based not only on long-term goals and on the sustainable competitiveness of enterprises, but also on the current interests.

Many people think that the strategy is very long term. When it comes to strategy, it is associated with the fact that many large multinational companies lose their first three years and five years, lose hundreds of millions of dollars.

For example, SIEMENS, Electrolux and Procter & Gamble will be able to make profits after losing five years.

Therefore, many domestic entrepreneurs feel that strategy is luxurious games, rich diseases, and strategic space is too empty as a castle in the air.

In fact, this is a misunderstanding. Since the strategy is to establish a long-term and sustained competitiveness for enterprises and brands, we should be a hundred years old shop, at least to survive in the future. We must continue to accumulate to achieve our strategic goals.

Living is not going to live or live very unhappy. The strategy of future vision and perfection is rubbish.

It is the vulgarization of strategy that the strategy only cares about the long-term interests of the enterprise, regardless of the short-term interests.

The vast majority of Chinese enterprises may prefer to achieve this year's profits. What's more, they are concerned about the existence of profits and the accumulation of enterprises. On this basis, we should consider the long-term development of the brand.

Only a brand strategy based on long-term and short-term interests is a first-class brand strategy. If we can only solve the long run, this brand strategy is at least not in line with China's national conditions.

Our brand strategy and marketing strategy must be combined with our national conditions and domestic enterprise resources to integrate the actual financial resources and brand marketing capabilities of the enterprises with the specific market environment in China.

First class brand strategy is to take account of the short-term interests of enterprises first.

To make brand strategy planning for domestic enterprises, we must learn to build a monastery in a screw case. We should give full consideration to the fact that domestic enterprises do not have ample financial resources and weak brand management capabilities. Brand strategy should be based not only on long-term goals and on the sustainable competitiveness of enterprises, but also on the current interests.

As long as we understand the basic laws of brand strategy deeply, we can see that first class brand strategy planning can effectively reduce the marketing cost.

First, differentiated and personalized brand core values can enhance sales volume and brand equity at low cost.

An important principle of brand strategy is to plan differentiated, personalized brand core values and brand identification, and use it as a brand constitution to command all marketing and communication activities of enterprises.

Highly differentiated and personalized information naturally attracts the public's attention and attracts the attention of many people. It promotes sales volume and brand assets at very low cost.

If a new shampoo brand in the market enters the market, with the brand of Procter & Gamble, it will say "Dandruff" and "healthy hair shine". Besides being covered and drowned by the advertisements which are supported by P & G's advantages and abundant financial resources, there will be no better end. But Onie's first hand is "plant pie", while floating shadow is "Dandruff without injury". By highly differentiated positioning, the consumer's attention is aroused at very low cost, and the popularity of the brand rises rapidly, and the sales volume rises accordingly.

Two, brand recognition that touches the inner world of consumers can help consumers identify brands with less advertising cost.

The excellent brand strategy requires that the core value and brand identification of planning and refining must be effective in triggering the resonance of consumers, such as Reebok shoes "caring for third world shoe makers who have nothing to do with themselves", Jiale milk "true flow", AVON "confident women" and Haier's "sincerity and humanity".

A brand has the recognition that can arouse the resonance of consumers, so the less expense of advertising communication can make consumers agree and like the brand.

If Onie's "plant shampoo" cleverly borrowed, no need to pay more attention and advertising expenses, consumers heard a heart of identity, feel that Onie is more conducive to the long-term health of hair than chemical shampoo.

Three, after implementing the brand strategy, we can ensure that every marketing communication fee is added to the brand, which naturally saves the cost of brand building.

Brand strategy requires that all value activities of enterprises, especially marketing and communication activities, should be carried out around the core value. That is, every marketing campaign should reflect and deduce the core value. From product development, packaging design, television advertising, newspaper advertising, sea newspaper, flag hanging, promotional products, news speculation, soft language publicity, channel strategy, terminal vividness to street promotion, and even every media interview, communication with customers and any other opportunity to communicate with the public and consumers, we must deduce the core value of the brand.

If an enterprise can truly command all the above activities with the core value of the brand as the soul, so that consumers can feel the information of the core value whenever they touch the brand, it means that every sub marketing advertising fee is deepening the memory of the core value and brand recognition in the consumer brain, and it will burn a deep impression over time.

If we fail to do so, it means that the marketing communication activities of enterprises are not centered and targeted. A lot of marketing advertising fees can only promote short-term sales, and can not accumulate brand equity.

Just as a band does not command different musical instruments, it can never have beautiful melodies.

Therefore, the implementation of brand strategy can enhance brand equity without increasing the cost of marketing advertising.

If the packaging design and color should embody the core value, it is necessary to make more efforts in the design. The increase of the design fee can be almost negligible. The printing cost is large but not increased. Advertising only needs to reflect the core value in strategy and creativity, and the production cost may increase or decrease. The main expense of advertising is the media cost. The media cost can be the same as the amount not implemented in the brand strategy, but the advertising effect is more obvious.

The excellent brand strategy enables every marketing advertising fee to maximize the value added of the brand. In other words, it is to make the original money become more efficient, so even if the enterprise inputs and does not implement the brand strategy, the same amount of marketing and communication costs can also increase the brand assets.

Four. Excellent brand strategy means deep exploration and utilization of brand equity.

First of all, when planning and refining core values, the excellent brand strategy requires core values to be more inclusive, and attaches great importance to the establishment of brand prestige, which enables the brand to expand and expand after expansion.

This means that the brand can drive the selling of more products, thereby reducing the cost of developing new brands.

Second, most brand strategies should be based on the law of brand extension and the resources and capabilities of enterprises to plan new industries that brands will enter in the next few decades or decades, such as entering industries that have not extended industry giants or big brands, and can share the resources of channel resources.

This embedded brand extension pipeline's thinking can maximize the utilization rate of brand resources. The characteristic of intangible assets is that the utilization rate will increase not only without spending a penny, but also further promoting the improvement of intangible assets.

Five, scientific brand strategy and brand structure can significantly reduce the cost of brand building.

One of the most important tasks of brand strategic planning is to plan scientific and rational branding strategy and brand structure.

The branding strategy and brand structure need to be addressed as follows:

How to deal with the relationship between enterprise brand and product brand is to adopt "Procter & Gamble PANTENE" and "general Buick" endorsement brand mode, or adopt Nestle pony mint candy and "flower king shampoo" type of joint brand mode, or simply like SMH TOYOTA brand behind the scenes, do not want consumers to know radars, Longines is the brand of SMH, Lexus is TOYOTA's brand;

When new products are being developed, do they extend with new brands or with old brands, or do they use the sub brands to highlight the new product personalities?

When to develop new brand, joint brand, collaborative brand and sub brand;

The number of new brands and sub brands is more appropriate.

How can a sub brand play a role in nurturing the main brand?

Everyone here has a certain foundation for brand management knowledge. Therefore, it is clear that the level of branding strategy and brand structure planning can greatly affect the profit level of enterprises.

The decline will be small and serious. It will also hurt corporate vitality. As Wahaha really did according to many pure theorists' suggestion, pure water should not develop too much brand of Wahaha brand. Maybe Wahaha has evaporated, at least not live so nourishing; but if the core value of the brand can not contain new products, it should develop new brands to promote new products, but make rigid brand extensions, and enterprises will also suffer great losses. Again, the number of corporate brands is the most appropriate, and how to deal with the relationship between the total brand and the product brand. These are the topics that lead to the whole body. This effect is often more than tens of thousands or millions, often tens of millions or billions of dollars. For example, when an enterprise can expand its business performance through brand extension to drive the market of new products to expand its business, it will be self seeking and profit not to extend and develop new brands.

It can be seen that the laws of branding strategy and brand structure are thoroughly and professionally studied, and the secrets are fully understood. Combined with the actual situation of enterprises' financial resources and industry characteristics, the brand strategy and brand structure of enterprises are flexibly planned, and the cost of enterprises can be greatly reduced.

Weng Xiangdong, a famous brand strategy and marketing advertising expert in China.

Zhejiang Dongyang people, Shanghai Pudong New Area ten outstanding young people, China's ten major planning experts, Shanghai Jie Xin Marketing Consulting Co., Ltd., general manager.

The industry recognised the brand theory system of "brand core value, brand addition theory, brand constitution theory and sub brand".

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