The Core Concept Of Brand Marketing "Mountain Rule"

The "Alpine rule" of integrated marketing communication is guided by "brand mountain", following the core concept of unified brand, and constantly excavating more and deeper communication contacts with consumers around a clear and discernible brand image, so as to have a rhythm and keep the enterprise's own brand dissemination.

First, the principle of concentricity.

The principle of "high mountain rule" is "concentric principle".

"Heart" is the core of the brand.

No matter which mountain has and only one core, that is, the main peak, all the mountains are surrounded by the core, and the core is also solidified by the accumulation and solidification of stones and soil.

The goal of integrated marketing communication is to convey the unified image of the corporate brand to consumers through the consistent message in the integrated communication, so as to enhance the awareness and influence of the brand and further promote the consumer's buying behavior.

Therefore, the most important issue of integrated marketing communication is to identify the direct and potential customer groups, accurately locate the brand and establish the core of the brand image through the in-depth study of the characteristics of the enterprise's own brand and the customers.

This core is the focus of all communication work, which reflects the core values and business philosophy of enterprises. Therefore, it must stand at the commanding height of the strategy to control the overall situation and promote the achievement of communication goals.

Haier group is an example of integrated marketing communication.

Since its opening up overseas market, Haier has disseminate the brand image of Haier and made in China through various forms of communication. It has interpreted the core concept of Haier brand with quality products and services, publicizing the management philosophy and brand characteristics of Haier group through various channels of communication and the personal charm of entrepreneur (Zhang Ruimin).

From the packaging of products to the design of product manuals and the tonal of all advertisements, Haier applies sea blue color to match the cultural keynote of "Haier is the sea".

Through the "concentric" principle of marketing communication, Haier has established a unified and profound brand image in the eyes of customers all over the world.

Two. General principles

The mountain is proud of its peaks, and has a posture of soaring into the sky because the stones, mud, mountains, flowers, trees and other ingredients contained in it form an orderly and hierarchical superposition.

A single component, such as a stone, is impossible to pile up to the mountain because of its instability in physical properties. Only the materials that are complementary to each other can be thicker and continue to pile up, eventually forming a magnificent momentum.

Similarly, the brand of an enterprise should be expressed and extended through a variety of means of communication. There is no specific restriction on the main means of communication, and the comprehensive dissemination of various means of communication, such as advertising, public relations and promotion, should be applied in an all-round way.

There are many ways to spread the application of integrated marketing communications, including the relatively common recognition system, product packaging, exhibition display, distribution of points, product instructions, and other mass media, such as television, newspapers, radio, magazines, movies, and even the public media such as building television, pportation and television network.

Schultz, the father of integrated marketing communications, also emphasizes the use of all the information sources of the enterprise to spread and communicate in order to form a strong synergy effect, so that the product characteristics and brand image can reach a certain height and form a huge influence in the minds of customers.

Three. Seek plateau.

If a company wants to use a variety of marketing and communication means to build the brand image to the expected height in a relatively short period of time, it must follow the principle of seeking high quality and make 1+1+...

+1=, rather than 1+1+...

+1=0.

That is to say, the marketing communication strategy and means adopted must play a superposition effect to achieve a continuous high effect.

First, the brand is positioned as a "functional drink" to prevent the fire, and to establish a market area to avoid the sales barriers of the beverage giant. On this basis, a large scale advertising campaign is launched on CCTV and some influential provincial TV stations, supplemented by newspaper, magazine and outdoor media publicity, so that the popularity and influence of the brand rapidly rise; then it will infiltrate into special channels such as chafing dish shops and hotels to further promote sales and consolidate its status. After the "Wenchuan earthquake", Wang Laoji has pushed its brand awareness and reputation to the peak with huge donations of event marketing and Internet hype, thus accomplishing a national brand known to women and children. Wang Laoji's integrated marketing communication is to follow the plateau.

In the 08 year, Wang Laoji's sales volume exceeded 12 billion yuan, thanks to his "unique positioning + TV advertising + auxiliary media dissemination + special channel promotion + event marketing + Internet hype" high marketing mode.

Four. Contact principle

Integrated marketing communications should integrate various marketing strategies and means of communication, while strategies and means should not be blindly used and should be guided by the principle of contact.

Brand is not an enterprise, but a consumer.

To establish brand is to establish relationship with consumers.

The integration of marketing resources should explore the key point of contact with consumers, so as to effectively contact customers and interact with customers fully.

The contact points include the controllable contact points generated by the enterprise's own business behavior, such as product display, advertising appeal, store design, customer service and customer's purchase behavior after the termination of the non control contact points, such as consumers' word of mouth.

The key to abide by the principle of contact is to know when to use the means of communication and what communication means to use in the best environment.

Only by finding out the best combination of marketing and communication can we achieve the best communication effect.

For example, IKEA household contact management as an important strategy for its integrated marketing communication, its service concept is "to make furniture more happy", so in any place that any customer may reach, IKEA tries to make it seem natural and harmonious, so that consumers feel warm and satisfied.

At the entrance, IKEA provides pencils, tape and paper for customers to facilitate their measurement and recording.

In the selection process, unless the consumer asks for help, IKEA's shop assistants will not disturb.

The arrow on the floor guides consumers to walk through the entire shopping mall according to the best route, and make order in the exhibition area according to customary habits.

IKEA has also produced detailed labels to inform the product's purchase guide, maintenance methods and prices.

If customers are tired of shopping, they can take a rest in the restaurant in the store.

Five. Guiding principle

Integrated marketing communications advocates an integrated and combinational communication strategy. It advocates marketing activities around the core of the brand and promoting customer value.

Although many marketing and communication organizations produce extraordinary creative advertisements for the enterprises, they can impress the audience and even win numerous awards. However, they may not help the enterprise's strategic goals, that is, to achieve sales goals and enhance brand reputation and loyalty.

It is the strategic focus that enables a marketing communication strategy to integrate. The design and implementation of marketing communication strategy must focus on the "center of gravity". Similarly, the media must choose through the consideration of brand gravity.

For example, IKEA is marketing entertainment based on "entertainment shopping" and reducing customer costs.

At the beginning of designing the product, IKEA established a cost that customers could accept. Then, in this cost, it should be as practical and practical as possible, and produce products with "modular" method, combined with unique flat packing, which not only avoids the damage of products in pportation, but also reduces the cost of storage and pportation.

Improving customer satisfaction is the foundation of improving customer value. In order to win the customers' hearts, IKEA has adopted a series of promotion measures, such as encouraging customers to "open the drawers, open the door, walk on the carpet, or try the bed and sofa firmly" when buying, and personally experience the wonderful enjoyment IKEA products bring to them.

Such a clear value orientation enables IKEA's brand to win popularity.

Six, clarity principle

Integrated marketing communication is a new way of looking at things as a whole. In the past, we only looked at the scattered parts, such as advertising, sales promotion, sale advertising, personnel communication and so on.

It is a marketing communication strategy that reintegrates all kinds of ways, so that these methods seem to be more in line with the way customers receive information pmission, like a flow of information from indiscernible sources.

Therefore, integrate ordinary advertising, direct reflection advertising, sales promotion and public relations to provide clear and consistent information, so that all marketing communication concepts and brand characteristics can be clearly understood by the public.

IKEA has established itself a clear and unique brand image in integrated marketing communications: the deep blue rectangular box is followed by the bright yellow oval, and the deep blue "IKEA" is in the middle. This honest, simple brand logo symbolizes the trustworthiness and durability of furniture products.

The magical use of geometry shapes the brand identity of "IKEA", which is unique and profound.

Rectangles and circles are often used in furniture. Dark blue and bright yellow are also commonly used in modern furniture.

The brand logo made of these old elements makes people naturally associate with the industry characteristics of IKEA, at the same time, it also gives people a sense of stability and simplicity.

Such a clear brand characteristics will naturally impress the customers.

Seven, stick to the principle.

"No accumulation of steps, no thousands of miles; no accumulation of small streams, no river."

Building a mountain is not something that can be accomplished in one or two days, but requires perseverance in moving mountains to the mountains.

Similarly, the establishment of brand is not a day's work, and enterprises must persevere.

Integrated marketing communication (IMC) is a complex system project at the strategic level of enterprises. In implementation, there will be unexpected difficulties and long-term struggles. It is necessary for the top level and sales staff of the enterprise to persevere and concentrate on the execution of marketing strategies and the promotion of brand image.

The establishment of brand requires enterprises to carry out consistent opinions, otherwise they can only stop halfway and form low hills. Only perseverance and perseverance can create a magnificent mountain. Finally, at the peak of the brand, there are many hills.

"Concentricity" lies in a clear core and consistency. "Integration" lies in leading all kinds of means. "Seeking high" is a shortcut to development. "Contact" is the strategy of implementation, the direction of "orientation", the "clearness" is the prominent personality, and "persistence" is the principle of doing things.

Various principles complement each other and cooperate with each other to ensure effective integrated marketing communication.

Enterprises should understand that integrated marketing communication focuses on "integration".

If enterprises cherish the ambition of "high mountain" to build brand and integrate all kinds of marketing communication strategies from the perspective of "high mountain", they will have great achievements in brand competition.