How To Improve The Lethality Of Brand Promotion?

Among them, the relatively balanced brand

When we carefully scrutinize the brand community in the same industry, we can easily find that there are relatively balanced market leaders, there are ground challengers or air driven market challengers, as well as natural accumulation market followers.

For example, in the field of shampoo products, the five golden flowers of Procter & Gamble belong to the typical relative balance type, while Shu Lei of Jahwa in Shanghai can rise suddenly, and it has a close relationship with its unique ground promotion.

For brand operators, paying close attention to the brand environment and adjusting the push and pull strategy in time are the only way to ensure the sustainable growth of the brand.

Five key points of brand effectiveness promotion

The pformation from product promotion to brand promotion is a must for enterprise organization to upgrade from the basic product management level to the higher level brand management.

In this pformation project, we need to deal with the following five main points: thematic promotion, stylized promotion, advantage promotion, fashion promotion, and continuous promotion.

Key point 1: thematic promotion

Based on product promotion, due to less consideration of the cluster effect among different product promotion, the choice of products is often mixed, lacking clear and consistent product image.

For this purpose, first, we must draw up the existing product distribution map in order to find out the basic value proposition hidden behind the product, and guide the basic promotion theme and auxiliary promotion theme.

In the actual promotion work, we can consciously and selectively select the products that are most suitable for the theme, promote the lax phenomenon in the usual product promotion, and achieve the concentration of the product brand global promotion theme, and enhance the delayed effect of the promotion investment.

In the field of traditional Chinese medicine rich in resources, Tian Tian and Guilin chose the topical plaster in the field, and promoted it with the theme of modernization of traditional Chinese medicine and the way of selling Chinese medicine in the West.

Point 2: Stylized promotion

In the continuous upgrading of products, in the continuous pformation of demand fashion, the style of products is also changing. Based on the promotion of products, they often focus on the design effect of single product, and do not consider the consistency of styles among all products. But the result of this is that every new product needs to be told to consumers from the beginning, and can not make use of the previous product effect.

In carrying out the branding promotion work, we need to do a lot of preparatory work on the paving system of the product identification system, and integrate the common brand value in the design of different products, so that consumers can feel its location and value, and improve the loyalty of consumers.

Apple computer, widely respected by graphic designers, has formed a distinct and unique Apple style through the effective design positioning, design language and human-machine interface operation, through modeling, color, texture and operation system design, and established and maintained a large number of "Apple fans".

Key point 3: advantage promotion

The resources of many manufacturers are exceptionally substantial. Some of them are good products and have the potential to grow into star products. However, because manufacturers are under the control of current profits, they are often divided into different sizes, equally distributed and limited resources, resulting in a mixture of product mix and ambiguous product roles. Even after years of product promotion, there is no competitive product mix.

The brand promotion promotes the abandonment of the original allocation of resources, and adopts the strategy of separating the primary and secondary, constructing the echelon, highlighting the main role and shaping the stars. It not only makes the distribution of profit contribution more balanced, but also improves the market influence of the entire brand, thus improving the resources integration ability and market competitiveness of the whole enterprise.

In this field of health care products, the product resources and business strength of different manufacturers are almost the same at the beginning of their development, but the oral liquid of their wives can not stand alone for ten years, and it is closely related to its abandonment of dispersed product promotion, centralized resources and insistence on the strategy of superiority promotion.

Key point 4: Fashion Promotion

Whether it is fast moving consumer goods or high-tech products, its market demand is constantly changing, maintaining a distinct fashion consumption color.

Product promotion without brand awareness will also use some fashionable language to express itself in the promotion work, but most of them are away from the product value, and it is hard to really stir the heartstrings of consumers.

When the product promotion is converted to brand promotion, the possibility of fashion can be conceived from the basic value of the brand, so as to avoid the stickup of the external fashion labels, so as to win the admiration and admiration of the consumers.

In the new fruit juice market, when more new entrants are making an imitation show to the unified Orangeate, Coca-Cola has launched a cartoon full of "queer", which has won the love of new urban people with its vivid and hopping fashion color.

Key point 5: continuous promotion

Any specific product has its specific product life cycle. The short life of the product shortens the profit period of product promotion, and the space for continuous promotion is narrow. The possibility of deferred returns is almost gone.

Through the pformation of product promotion to product brand promotion, we can extend the life cycle effectively, postpone the aging of products through continuous promotion, and even get rid of the limitation of product life cycle through product improvement and brand reengineering, and obtain sustained profits in the flexible response to market demand.

In the process of product brand promotion, if we pay attention to the accumulation of brand equity, we can provide strong endorsement for new products, reduce the barriers to entry of new products, and support the rapid growth of new product brands.

In the field of central air conditioning, Yuanda has been committed for many years to promote fame through popular promotion, build prestige through professional promotion, and build rich brand assets in the mainland market.

In the new era that consumers have stepped forward from the stage of product consumption to the stage of brand consumption, for business operators, the pformation from product promotion to brand promotion is a major test that they face together. Whether they respond appropriately or not will determine the future trend of enterprises under their control.