The Core Of Brand Management: Strengthening Brand And Consumer Relationship

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Modern brand management theory considers that only when consumers choose their brand according to their needs, values and lifestyle, the brand will give consumers an impression. Oh, brand represents me! That is, brand image is consistent with self image.

The young manager went to work in the morning. He proudly wore Armani suit, because he felt that the brand was his identity. But when he was with his friends in the evening, he wanted to give people a different image and put on Levi (Levi) jeans and Paul (Polo) shirts.

The above cases show that strong brands can help people (consumers) establish a clear self-image, and people buy not just because of quality, but to create their own image.

Recent BBDO advertising research also confirms this view (2009).

According to the study, consumers do not pay much attention to rational considerations when choosing brands, but pay more attention to using different brands to embody different self characteristics and emotions.

From the point of view of consumer behavior, consumers purchase a brand name product or accept a brand service item. He not only cares about the function of the commodity, but also the personality of the commodity, which makes him feel that the brand personality is suitable for this occasion.

Therefore, the core and cornerstone of future brand management is how to effectively strengthen the relationship between brand and consumers.

The following brand strategy has important reference significance for achieving the goal of brand management.

First, adhere to the individualized brand marketing strategy guided by customer database.

The life of modern consumers is developing towards individuation and diversification.

On the one hand, people are living in every field of daily life with a strong sense of self and autonomy.

People try to show others their charm in a certain way through self display, hoping to show their unique personality and taste through brand consumption. On the other hand, consumer behavior is also developing towards diversification, and life becomes a theater. People have a desire to experience another life with the help of performance, and consumers are pformed into a changeable and sensual life.

According to the survey, in 60s, 10 consumers had only one voice. By 80s, 10 consumers had ten voices, and by twenty-first Century, one consumer might have ten voices.

In the face of individualized and diversified consumption tendencies, Professor Schultz, a brand communication expert at Northwestern University, points out that enterprises can no longer turn their attention to all consumers, instead of betting on differences between consumers.

However, for a long time, enterprises are used to treating consumers equally, and the results of the sample survey are applied to all consumers.

That is, a brand strategy for all consumers.

Building brand and

Using individualized brand marketing based on the consumer characteristics of the database can bring benefits to other brands and make marketing easier to succeed.

As Peter Dulac, the managing guru, said in answer to what was the most perfect advertisement in his mind, that would make consumers say that the advertisement was aimed at me and only made for me.

If a consumer thinks that a brand is aimed at himself and only for himself, his relationship with the brand must be unbreakable.

Two, using integrated marketing communication strategy to brand marketing.

Since the 90s of last century, integrated marketing communication has become one of the most effective brand communication trends.

The basic idea is to have all kinds of communication tools, such as trademark advertising direct promotion (DM), activity marketing (EM), enterprise image (CI)...

And so on, so that the target consumers are in the same information surrounded by diversified targets, so called "multiple tools, one voice", which can better identify and accept brands and companies.

This integrated marketing communication not only highlights the "communication", but also stresses that we should not only use single means, nor operate separate means separately, but integrate and strengthen the communication offensive through the combination of multiple orientations.

Strengthening the relationship between brand and consumer is interdependent with the use of integrated marketing communication strategy.

Enterprises must coordinate and integrate all the elements in the brand communication combination to meet the different consumer needs, self requirements and personality development of consumers in various stages of brand contact.

For example, IBM has experienced a period of low time, and has made use of IMC to reshape its brand image. It uses five means of advertising, DM, public relations, promotion (SP) and EM to conduct brand marketing in more than 100 countries around the world through integrated marketing communications.

Regardless of which country, in which language or through which media to advertise, they follow the same style, intonation and way to communicate, so that the brand image of "four seas and one family's solution" is deeply rooted in the hearts of the people.

The application of integrated marketing communication strategy is to make every element that constitutes a brand be used to enhance the brand status and maintain close relationship with consumers.

To strengthen the relationship between brand and consumers, enterprises should apply the personalized marketing and integrated marketing communication strategy to the practice under the guidance of the philosophy of "customer centered" and "customer satisfaction" to customer loyalty.

In the actual work, we should pay attention to the following points:

First, brand strategy design should try to understand the psychological changes of consumers as much as possible, and find the place that can arouse them, that is, to recognize their life and self-concept.

For example, the brand activities of Nike "Justdoit" bring Americans the motivation to stick to sports and exercise in time.

The positive information consumers receive is closely related to Nike brand.

In a deeper sense, it is the brand idea that helps brands and consumers resonate and stand out from competition, so that a series of consistent brand building strategies can be established.

Second,

Third, brand building strategy needs to segment the market for consumers, so that consumers can resonate. If the market segmentation strategy is confusing, the brand will deviate from the beginning and lose the demand point.

To develop the deep relationship with consumers, we must work out a suitable location for different market segments.

The relative importance of these three characteristics depends on the competitive environment.

For a brand emerging in the market, strengthening brand image is an important strategy.

The memory of mature brand can reflect the relationship between brand and consumers.

For example, the location of brand awareness is particularly important in commodities in large supermarkets.

Because brand recognition position affects impulse buying.

In short, the cornerstone of future brand management is to continuously strengthen the relationship between the brand and the consumers. Only in this way can the consumers be satisfied with the brand and become more loyal to the brand. They will also be happy to speak to the relevant people about the advantages of the brand and defend the shortage of the brand, which is exactly what a successful brand must possess.

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