Brand Clothing Marketing Strategy: Promotion Should Brand Out The Company'S Brand.

Advertising planning and marketing have been in the market for 7 years. The biggest problem is not from the market, but from the brand itself.

Brand needs strategy guidance, but strategy can not build a complete brand.

The words of a family do not dare to make them.

When sales go narrow minded

Nowadays, there is a wave of sales promotion in China. No matter what enterprise, no matter what kind of advertising planning companies, they are spared no effort to do promotional activities to pursue the pleasure of sales.

Management Master Drucker has such a saying, "the real task of marketing is to make sales promotion unnecessary."

First of all, I want to ask a question, how many enterprises and strategic people in China can really understand this sentence? Our enterprises and markets are plunged into a blind situation that allows their valuable brands to enter chaos.

It is undeniable that sales promotion is a powerful tool for enterprises and products to achieve maximum economic benefits in a short time under certain timing and market conditions.

However, please note that promotion has a common characteristic, that is, its timeliness.

The derivation of promotional behavior is to let a less well-known brand be recognized by the market through the first line of consumption, so that it can grow into a household brand in the course of future development. It is a link of brand building, that's all.

So what are the promotional purposes of our current advertising companies and enterprises? It is interest! This is out of the main function of the original promotional activities, and only follow the sales word "sales", which is the narrow way of marketing.

Enterprises need efficiency as the foundation of enterprise development, but efficiency can not bring the ultimate benefit maximization to enterprises.

Promotions are like water, and enterprises are like boats. The promotional activities for brand behavior can effectively bring the brand appeal and reputation to the corporate image and product image, thereby assisting product marketing and brand promotion at a larger level.

This is the right way for brand marketing.

While most of our promotional activities are more and more for the purpose of profit, the opposite way may be able to see some economic benefits in the short term, but the loss of brand value will become larger as time goes by. This is the best endorsement of the loss.

From the perspective of interests, the initiator himself is standing on the shortsighted level to consider the problem. They do not care about the short-lived sales peak, but only hope that through continuous short-term promotion, they can maintain the development of the whole enterprise.

I have served such a domestic enterprise, and such a problem is very difficult.

When marketing is not aimed at maximizing product efficiency, they can not agree with the process of maximizing brand value.

Surprisingly, they understand and understand the sustainability and stability of an excellent brand, but they prefer to see the wave sales peak through a series of promotional activities.

Therefore, all the advertising expenses of enterprises are used for propaganda of activities. In the initial period, it seems to be very effective. But with the continuous development of activities, the attraction and promotional gimmicks of the market become more and more numb. In the end, they will not even talk about it, because consumers feel that products selling for the purpose will surely bring losses to them, and the products must be very bad.

Eventually, businesses were merged with more brand oriented peers, and all consumer impressions and promotions were vanished.

The short-sighted marketing behavior will only exist for a short time. This market rule is changed without legal person.