Six Misunderstandings In Brand Building In Clothing Industry

Perhaps the most talked about in marketing is " brand "The brand has become a very eye-catching word and a very fashionable topic. The highest level of marketing is actually brand marketing. brand What is it? From a marketing point of view, brand is nothing but a way to effectively distinguish between the two products, which can effectively stimulate consumers to buy a product's marketing methods. Look at the understanding and application of brand in our marketing today, we will feel confused and inadequate.

　　
Ours brand There are six fatal misunderstandings in construction.

　　
First, the ambiguity of brand positioning.

　　
Many of our enterprises are right. brand The ambiguity of positioning results in the difficulty of creating brand and the unsuccessful use of advertising and the serious waste of capital and time. Products are for sale, so consumers who consume these products are consumers. Therefore, the value of products and the contents of publicity must be the most desirable and the most stimulating and stimulating desire of consumers, so an accurate brand positioning is important.

　　
Two, brand is equivalent to symbol.

　　
Many of our enterprises have named products, designed trademarks, and made a slogan. Hey! Brand design has been completed? Is that not a lot of real examples around us?

　　
In the early marketing of VI, the "Sun God" was designed earlier, its packaging for its products, its logo, unified POP and even unified theme song. Today, most of our enterprises are not as good as VI in the design of "Sun God" in more than one era. Unfortunately, the "Sun God" has not gone out of the misunderstanding of the brand. It only stays at the level of creating the brand, but does not further design the complete brand system, does not carry out the rich content of the brand, does not carry out the integrated marketing of the brand, nor does it manage its own brand.

　　
A complete brand system includes name, logo, slogan, image Messenger, spokesperson, product packaging system and other visual systems, including brand concept, brand core content, brand personality, brand extension content, and many other internal things. Only in this way, can consumers form a complete brand impression from the outside to the inside, from sensibility to rationality, from form to content, but from consumers' recognition and loyalty to brand.

　　
Three, advertising is equal to creating brand.

　　
In marketing, most of our enterprises may use advertising, and advertising has indeed created many "Heroes". From the top of the list, Qin Chi, giant, three plants, and brain gold are really "famous brands" which are franized by advertisements. Sales have reached an astonishing number in a certain period. But how many of our heroes can persist?

　　
The reason is not that they put too much money, time and hope on advertising, which is a serious imbalance of their gravity. Their ads are not unsuccessful, or there will be no "three" annual sales of 8 billion, but they all ignore that advertising is just one of the ways to create brand.

　　
The core of creating a brand and creating a successful brand is to create the value that can be recognized by the consumer and has the advantages of competition and expansion. Through the brand VI design, brand idea, brand personality and brand content construction, we use many marketing methods (Integrated Marketing Communication) to propagate the value publicity and commitment of consumers, and finally be recognized and recognized by consumers, and establish their own unique brand image.

　　
The process of creating brand is a comprehensive, three-dimensional campaign, which involves many aspects such as market investigation, strategic positioning, brand VI design, product strategy, channel construction, advertising, marketing strategy, marketing management, brand management and so on. Only in this way can the brand created have strong and lasting vitality. Advertising is only a temporary "brand" rather than the first "brand".

　　
Four, creating brand is creating famous brand.

　　
Many of our enterprises will have such an idea: I create brand name is equal to create a brand, think that as long as a large number of advertising publicity, improve the visibility, is the name brand, that is, create brand? In fact, brand is just an element of the brand, creating brand name is just created the brand's popularity.

　　
To create a brand should be to create a strong brand with competitiveness (high value). Only in this way can the product life cycle become longer. If the brand needs to be recognized by consumers, there are several essential conditions: the complete memory of consumers' impression of product brand; the popularity of consumers' brand impression; the reputation of consumers' impression of product brand; and the loyalty of consumers to product brand. In those days, the "Qin Chi" was not the wrong understanding of brands and famous brands, but spent billions of dollars, and became a leader in the war of attrition in the market of "laying money on the market". It achieved the effect of "no one in the world knows nothing". Yes, it was a famous brand, but in the end, it was not because of the strong support of the brand without products that it ended up with the result that "Dongshan is not in the Western Hills".

　　
Five, excessive "bragging" brand

　　
Our enterprises and entrepreneurs like to brag and publicize in brand promotion. Yes, moderate bragging and publicity can be done in brand promotion. It proves that the brand's promise to cash in, attracts the target consumers with similar personality and preferences, enriches the contents of publicity, and enhances the fresh activity of the brand.

　　
However, our enterprises and entrepreneurs often go through the fire and turn the promotion of brands into self expression and catharsis. For example, a chief executive of the home appliance giant, who published the swallowing in the open media, destroyed the competition of any competitor, which made many consumers dislike. A household appliance had a "XX made in China" in its domestic marketing, and there were too many show ingredients. But a VCD's "we have been working hard" is far from the needs of consumers, but is in the final struggle for its failure.

　　
Six, brand management lacks unity and long-term effect.

　　
There is a lack of unity and long-term effectiveness in brand management. The specific performance is: marketing strategy, such as product strategy, price strategy, after-sale strategy, advertising strategy, scattered and scattered, lack of integrated and unified brand content; advertising publicity is different, that is, the brand image and brand positioning confusion and contradictions in different periods; there is no long-term brand strategy, there is no long-term unified brand management agency.