Four New Tools For The Rapid Rise Of New Brands

"It is more important to choose which mountain to climb than to choose which mountain to climb."

In the first place of enterprise strategy upgrading, Shanghai Love Castle Furniture Co., Ltd. chose yuan Zhuo brand as its brand strategy partner.

This cooperation has made the brand of love castle develop rapidly.

Yuan Zhuo brand began to take over the castle of love in mid June 2007. At that time, Mr. Wang Zhiqiang, chairman of the love castle, found yuan Zhuo and wanted to cooperate with the company to create the brand of love castle.

At that time, the castle of love only finished the naming of its brand without any popularity.

According to Wang, the company has been making OEM processing to Japan's top brands. In recent years, with the improvement of people's brand awareness and the arrival of the era of brand winning, the castle of love has become more and more aware of the importance of shaping its own brand, so it has changed from the original OEM to the current independent brand building.

It is still very wise to choose cooperation with Yuan Zhuo brand. Since its cooperation, in five short months, the castle has emerged in the furniture industry and has become a leader in the children's furniture industry.

The brand reputation and reputation of love castle has risen rapidly, and has attracted a lot of attention from the same industry, mass media and consumers. Meanwhile, sales volume and daily life are rising.

The castle of love has created a miracle, the miracle of a small brand.

So how did the castle of love do it?

How do the brand agencies operate?

Positioning determines the success or failure of a brand.

After investigating the market, Yuan Zhuo brand found that since 90s, Chinese children's furniture has separated from the furniture family and embarked on the road of specialization, scale and industrialization.

Because children's furniture industry is a new industry, with considerable profits, there are still high-profile enterprises involved and maintain a vigorous momentum.

Because of the high price of children's furniture, merchants used to use the "price war" to win the market. However, due to the deviation of consumer demand and the convergence of children's furniture in design and workmanship, the "price war" has gradually declined to "value war". "Brand marketing" gradually replaced the "price marketing" as a new strategy for businesses to open the market.

In the future children's furniture market, brand is efficiency.

Consumer awareness of brand, satisfaction and loyalty will determine the competitiveness of enterprises in the market.

However, there has been a weird phenomenon in the development of children's furniture in China: Although there are more than 200 brands of children's furniture so far, there are various indications that children's furniture is still very weak in brand positioning, especially the phenomenon of homogenization is serious. Although some brand positioning is relatively successful, it still can not change the overall situation.

The core value of a brand is that it distinguishes itself from other brands, especially the competitive brands, and meets the needs of consumers in certain aspects.

It determines why the brand is the brand rather than the other brand, and has the biggest difference with other brands.

However, the core value of Chinese children's furniture has not been established or not quite different from other brands, resulting in the lack of core competitiveness of the brand, such as passive water and no wood.

In fact, many brands of Chinese children's furniture industry do not have the core value of the brand. What they call the brand is in fact only a trademark.

There are also a few famous brands.

For example, "Mickey world", what is its brand value?

Many people have seen his status as a "family" from Disney, but they do not know the core value of his brand.

What is the core value of "X.M.B", "Memphis", "youth online" and so on?

Not to mention other brands.

Although some children's furniture has established their brand core value, but from the current industry, it lacks originality, and the core value is surprisingly similar.

Most of them are located in two aspects of "fashion environmental protection" and "children's first".

The core values of "colorful life", "dreamy age", "four seasons riotous", "children's dream" and "Song Bao kingdom" all highlight the "fashion and environmental protection".

"QQ online", "sunny baby", "Cambridge love" and so on, with "all for children" and "give the best of children" as the slogan, the brand core value is also no difference.

The core value of homogenization is not commercial strength and market competitiveness.

In today's colorful society, consumer demand is becoming more and more personalized. No brand can appeal to all consumers. If a brand's core value can touch a subdivision consumer group, it can be said that it is successful.

In the media hype, information inflation and a large number of advertising attacks, there is no sharp difference between the core value of a brand and the competitive brand, so it is difficult for the public to pay attention to it and will not be accepted and recognized by consumers.

In view of this phenomenon, far Zhuo brand agencies are strongly advocating diversity when they brand their love castle, and they can occupy the highest point at the beginning.

Yuan Zhuo brand positioning the love castle as "the first brand of Chinese authentic children furniture", the brand positioning of love castle is "true".

It proposes that "authenticity" should be separated from the competitive brand. From the perspective of respecting the child's nature, it proposes "natural and natural love".

It advocates that children should grow in accordance with nature and conform to their natural natures. They should create a free space suitable for individuals to thrive and pursue "real" in nature and find ways to become suitable for their children.

The use of the "true" orientation can imply the natural environmental protection performance and make the consumers feel relieved. Secondly, because the recipients of the products are children, from the children's point of view, we should use "authenticity" to reveal the most suitable path for children's development. Thirdly, because the buyers of the products are parents, the concept of respect for the natural development of children is based on the psychological needs of the consumers to look for children and become the Phoenix. Fourthly, when the society is advocating the "true education" for the children, the castle of love takes the "true" brand positioning, which has jumped out of the furniture industry to make furniture, and has been in line with the trend of social development, and is not easily eliminated by the society. The location of "authentic children furniture" takes many factors into account. First, the castle of love is made of pine wood.

Therefore, the "true" positioning is novel and meaningful, which can make consumers memorable and greatly enhance the brand competitiveness of the castle of love.

The castle of love has opened its own characteristic route and won a high share of the children's furniture market.

Homogeneous and creative brand positioning lacks commercial strength and market competitiveness.

In today's colorful society, consumer demand is becoming more and more personalized. No brand can appeal to all consumers. If a brand's positioning is able to touch a subdivision consumer group, it can be said that it is successful.

In the media hype, information inflation and a large number of advertising attacks, there is no sharp difference between a brand positioning and a competitive brand, so it is hard to arouse public attention and will not be accepted and recognized by consumers.

It is an effective strategy to seize the market by diverting the road and creating new products.

Because of this, the love castle has avoided the positive competition and entered the fast lane of ultra low cost marketing.

Name, booster of brand development

"In the long run, the most important thing for a brand is its name."

The American Marketing Master, Ali, thinks so.

Indeed, brand names are very important for brand promotion. Brand names directly affect brand communication.

Confucius also said: "the name is not right, but the words are not right, the words are not right, the things are not done", so the brand naming has become the highlight of the brand building.

At the beginning of brand building, the establishment of brand names that are differentiated, identifiable, and stylistic and cultural connotations is the foundation of brand prosperity.

The significance of brand naming is that it is one of the wise strategies of low cost and high efficiency in the process of brand competition.

It is a very limited investment to pry the huge market.

Therefore, we should never underestimate the value of a good name. It can elevate the brand and give the brand permanent power.

Brand name is the most effective and lasting publicity for products. It is the most simple way to become an advertisement of the company's products.

Similarly, brand name is also important.

The successful shaping of brand is a systematic project, which requires the creation of new categories and the creation of new strategies. It also requires the operation of "magic tactics" to create "big strategy".

Product naming is one of the many "small foundations" of brand building, and is also the key element of brand intensive cultivation.

Nowadays, almost every brand product should be classified and divided into different product lines, and then the product name problem will be encountered.

The role of product naming can not be underestimated. It also has a huge sales force with brand naming.

For example, many enterprises in China's electric vehicle industry have hunted the hearts of consumers in order to "catch up with famous brands", so they took advantage of the infringement, and humming, Audi, BMW, Lincoln and many other auto brands went on the stage. The electric vehicle industry is simply a never ending stop of the high-end car gathering, which makes people laugh.

However, it is obvious that these naming can only play a certain role in the short term, with great speculation and risk. Illegal law licensing is not conducive to the healthy and stable development of the brand.

In other words, the naming of this product line is not the vision of a company that is determined to become a strong brand.

In the service of love castle brand, Yuan Zhuo brand jumped out of the general product naming idea of children's furniture, first selected four representative single products from many children's furniture products, naming a single product.

At the same time, it also requires that the naming of a single product must be integrated with the brand name skillfully, so as to effectively guarantee the originality, authority, uniqueness and exclusiveness of the product series naming.

Following this naming idea and standard, the team, after weekend analysis and repeated demonstration, has created the following name for its product line:

First, for a single product "bed", far Zhuo named "love bed" series, because bed determines the quality of sleep of children, sleep quality affects children's life, should use "love" to create;

Second, for a single product "cabinet", far Zhuo is named the "heart cabinet" series, because children's cupboards hide children's dreams, carry the children's inner world, and use "heart" to build.

Third, for a single product "table", far Zhuo named "city table" series, because children's table is the intellectual platform for growth, is the creative long "city", the long "city" of thought, it can be said that the value is even "city".

Fourth, for a single product "chair", far Zhuo named "fort chair" series, because the child's chair is a "fort" barrier, to be firm as a rock, to be solid, and to become a child to turn the corner of the "fort".

It is not difficult to find the exquisite and ingenious of the name of the product series through the name of the four series of products of the castle of love.

Of course, we need to recognize the primary purpose or basic standard of product naming through the naming of this product series, that is, quietly seize the mind and promote sales in a subtle way.

The key to naming the products of love castle is to seize the mental resources of consumers.

The key to preemption of mental resources is "victory in the beginning". Popularly speaking, a good beginning is half the battle.

The same is true for brand building.

When consumers meet with a brand product, they must be able to discover the uniqueness of a brand. This uniqueness is not only related to brand naming, but also closely related to product naming.

It can be said that when a brand has originality, authority, uniqueness and exclusiveness in naming and naming products, the brand can better seize the consumer's mental resources quietly, and promote sales in a subtle way.

The castle of love is very good at grasping the resources of the mind when the product series is named.

The silence here has two meanings.

First, this product family name does not require the furniture guide to speak out, nor does it require the salesperson to explain it with all consuming words. Once consumers see it, they can understand and remember the characteristics of the brand, for example: the first brand of Chinese authentic children furniture.

Second, under the general convergence of product naming, this product line