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Brand Strategy Reduces The Cost Of Enterprise Marketing

2010/11/11 13:58:00 35

In fact, as long as we understand profoundly.

brand

The basic rule of strategy is to plan first class brand strategy and put it in practice.

Marketing

The implementation of brand strategy in communication can effectively reduce the marketing cost.

First, planning personalized brand core value can enhance sales volume and brand equity at low cost.

In today's colorful society, consumer demand is becoming more and more popular.

Individualization

No brand can become a "golden oil", which is attractive to all consumers. The core value of a brand can be touched by a subdivision consumer group.

In addition, the media explosion and the rapid expansion of information enable consumers to be surrounded by advertising ocean. The core value of a brand has no sharp difference from that of a competitive brand, so it is difficult to arouse public concern, let alone the recognition and acceptance.

The core value of a brand that lacks individuality is that there is no sales force. It can not bring value to the brand, or it can not create a sales miracle.

Therefore, an important principle of brand strategy is to plan differentiated and personalized brand core values.

Highly differentiated and personalized information naturally attracts the public's attention and attracts the attention of many people. It promotes sales volume and brand assets at very low cost.

If a new shampoo brand in the market enters the market, with the brand of Procter & Gamble, it will say "Dandruff" and "healthy hair shine". Besides being covered and drowned by the advertisements which are supported by P & G's advantages and abundant financial resources, there will be no better end. Onie launched a "plant faction" in the first year, and the wind and shadow were "dandruff and not hurt". It attracted consumers' attention by the highly differentiated positioning at a low cost, and the brand assets rapidly increased, and sales increased accordingly.

Farmer's spring springs up in a bottled water market that is fiercely competitive and has no place to stand. If there is no "source of water", this highly differentiated core value is unthinkable.

Bright "excellent technology and quality" and Erie's "green prairie" have their own advantages, attracting different preferences of people, and promoting sales and brand at low cost.

Zhangyu wine is promoting the "history and the legend of a century". When the Great Wall is showing its "genius", we have planned the core value of Shangri-La's wine, "no makeup red wine", "the most recent departure from the sun", and entered the mainstream wine brands with very little marketing cost.

Two, touches the core value and brand recognition of consumers, and enables consumers to identify brands with less communication costs.

The excellent brand strategy requires that the core value and brand identification of planning and refining must be effective in triggering the resonance of consumers, such as Reebok shoes "caring for third world shoe makers who have nothing to do with themselves", AVON "confident women" and Haier's "sincerity and humanity".

A brand has the core value and recognition that resonates with consumers, so less advertising communication costs can make consumers agree and like brands.

If Onie's "plant shampoo" cleverly borrowed, no need to pay more attention and advertising expenses, consumers heard a heart of identity, feel that Onie is more conducive to the long-term health of hair than chemical shampoo.

Three, after implementing the brand strategy, we can ensure that every marketing communication fee is added to the brand, which naturally saves the cost of brand building.

Brand strategy requires that all value activities of enterprises, especially marketing and communication activities, should be carried out around core values, that is, any marketing advertising activities should embody and deduce the core values as far as possible. From product development, packaging design, television advertising, newspaper advertising, sea newspaper, flag hanging, promotional products, news speculation, soft language publicity, channel strategy, terminal vividness to street promotion, and even every media interview and communication with customers, any kind of opportunity to communicate with the public and consumers will have to deduce the core value of the brand.

If an enterprise can truly command all the above activities with the core value of the brand as the soul, so that consumers can feel the information of the core value whenever they touch the brand, it means that every sub marketing advertising fee is deepening the memory of the core value and brand recognition in the consumer brain, and it will burn a deep impression over time.

If we fail to do so, it means that the marketing communication activities of enterprises are not centered and targeted. A lot of marketing advertising fees can only promote short-term sales, and can not accumulate brand equity.

Just as a band does not command different musical instruments, it can never have beautiful melodies.

Therefore, the implementation of brand strategy can enhance brand equity without increasing the cost of marketing advertising.

If the packaging design and color should embody the core value, it is necessary to make more efforts in the design. The increase of the design fee can be almost negligible. The printing cost is large but not increased. Advertising only needs to reflect the core value in strategy and creativity, and the production cost may increase or decrease. The main expense of advertising is the media cost. The media cost can be the same as the amount not implemented in the brand strategy, but the advertising effect is more obvious.

The excellent brand strategy enables every marketing advertising fee to maximize the value added of the brand. In other words, the money spent before is spent more efficiently. Therefore, even if the enterprise inputs and does not implement the brand strategy, the same amount of marketing and communication costs can increase the brand equity.