The Blind Spot And Misunderstanding Of Chinese Enterprises' Brand Building < Three >

First determine the product, then locate the misunderstanding.

Introduction: Based on Internet, newspapers, magazines, radio and television, a number of so-called experts, scholars, professors and government officials have detached the essence of brand building from the relevant comments and articles.

Some of them are out of context, ambiguous, and some are irrelevant, negative and misleading.

Therefore, it is necessary to accurately explain, answer and clarify.

The series of articles on "blind spots and misunderstandings" of Chinese enterprises' brand building are the most common and extensive common problems mentioned by the author in brand consultation, project training and forum speech.

It is hoped that a series of articles on "blind spots and erroneous zones" for Chinese enterprises to build brands will have some reference in guiding the practice of brand practice in Chinese enterprises.

A large number of CEOs always say, "can you set my product down?"

It should be said that this is not a good question.

It seems that there is a sense of reality.

In the traditional commercial society, merchants launch new products in the market, and then form brand recognition naturally and slowly through word of mouth and time accumulation.

Just like "Jingdezhen ceramics, Jinhua ham, Tianjin Goubuli steamed stuffed bun, and Shanxi's vinegar", they are all built in this way.

But in a fully competitive modern business society,

During the course of my speech, I found that quite a few entrepreneurs did not know what the real brand was, what the real position was, or whether they knew one or one of them.

When I was invited by an enterprise management consulting company in Xinchang to carry out the keynote speech of "brand strategy positioning", that is, "asymmetric dislocation competition", an entrepreneur said to me on the spot, "can you help me make a reservation for my product, Mr. Wu?"

I said, "OK!

Then I said, what are the brands and positioning?

First, clarify these concepts and straighten out them.

Here, what we need to know first is: what is brand?

What is positioning?

Between brand positioning and positioning, and between products, positioning and target consumer groups, positioning and price / product design style is a relationship between what kind of relationship.

To put it simply,

1, brand is a simple, common sense and obvious single view or concept that can be found in the minds of consumers.

(key words: possessing, being single, obvious, opinion or concept).

2, positioning is a kind of cognition, positioning is how.

3, positioning is not a product positioning; positioning is not the positioning of the market; positioning is not the positioning of the price; positioning is not the positioning of the product design style.

Positioning is the orientation of consumers' mental cognition.

4, positioning is brand.

5, positioning is an art to study how the consumer brain receives information and ignores information.

Therefore, it will produce false positioning when leaving the mind.

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6, positioning is based on the consumer's mental point of view.

7, positioning or repositioning determines (including but not limited to) product line selection, product development direction, product price, channel, product design style, target consumer group, positioning appeals / slogans appeals, and other marketing decisions that determine other conformance.

They are subordinate rather than juxtaposition.

A considerable number of marketers and entrepreneurs regard positioning as products.

The successful shaping of a brand requires a series of systematic combinations of logical combinations under the brand positioning requirements.

In other words, positioning determines product formulation, product development direction, origin, raw material selection, and product price, sales channel, product design style, target consumers, positioning demands, ideas and a series of systematic planning and combination.

Its purpose is to form a single cognition or perception in the mind of consumers through a series of systematic planning and combination.

It should be pointed out that the way to build a brand lies in the fact that the brand is positioned before it is decided to choose the reconfiguration of the enterprise resources that meet the positioning requirements, and sometimes the product structure is needed.

For example: I want to develop a new balcony floor, but the balcony floor must have high temperature resistance, low temperature resistance, and at the same time have the characteristics of moisture resistance; then the materials and technology I choose must also be adjusted around the "three characteristics" requirements of the balcony floor.

When the existing technical capability can not solve these problems at all, you must give up the project.

Because positioning is not a mirage, positioning is a very real thing, it must have credibility factors and market reputation.

At the same time, we should say: three characteristics of high temperature resistance, low temperature resistance and humidity resistance. For different geographical areas, different environments, different uses, targeting different target consumers, we can create three different brands.

We call it multi brand strategy.

This is just like the positioning requirement of GREE air conditioner in the past: "cold, quiet, electricity saving". These three different characteristics can create three different air conditioning brands.

"Cold, quiet, electricity saving" is a broad concept. According to conventional logic thinking, the more characteristics we need, the more beneficial it is for consumers. But don't forget, this is a big misunderstanding for brand building, which is a big trap.

Because there are so many characteristics that it is difficult to form a single cognition in the minds of consumers.

At the same time, the more characteristics, the depth and breadth of technology development direction of enterprises can not be guaranteed.

Since GREE chose "cold, quiet and electricity saving" as brand positioning, we must work together in the three directions of "cold, quiet and energy saving" technology research and development; otherwise, when other competitors continue to make technical breakthroughs in "cold or quiet or electricity saving", and form a single cognition in the minds of consumers, then

For example, when your air conditioning is positioned for its excellent "refrigeration performance", you should adjust your R & D direction and make breakthroughs in the "refrigeration performance" technology. At the same time, we must continue to make a single demand for the "refrigeration performance". We must upgrade the technology to consolidate and strengthen this position.

Then your brand will become an expert on "refrigeration performance", and consumers will have a unique understanding of your brand's "refrigeration performance".

For example, your air conditioning is a high quality positioning, that is, "static" positioning.

Then you must develop some new technologies, strengthen and support this positioning through technological breakthroughs, and use noise meters or other tools to conduct comparative tests with competitors' products. At the same time, the "static" brand characteristics will be continuously gathered to form a most "quiet" air conditioning brand awareness in the minds of consumers.

Unfortunately, quite a few enterprises often change their positioning frequently with "flower boxing and embroidered legs". Today they appeal for this and tomorrow demand that, causing consumers' mental distress and destroying the brand's single cognition.

For example, I want to develop a coffee that is not available in the market for business people and office workers.

Then you must add more caffeine to your product formula, or add some ingredients such as sober, directly on the basis of the original formula, so that your coffee can be suitable for business people and office workers to stay awake when they are at work and in business negotiations.

(Nestle coffee first developed instant coffee, which is a very advantageous position. Nestle coffee replaces the brand of the whole industry into "slow dissolving" coffee; only it is a "fast dissolving" coffee; Nestle dominates the "instant" caffeine category, so it becomes a strong coffee brand) {page_break}

Another example is: your tactical creativity or concept is to become a "brand leader in China's flooring industry" brand recognition.

But when your market share does not support this position (you don't have credibility factors), your strategy can be purchased by some floor businesses to achieve sales or market share.

It was only after annexing some household electrical appliances enterprises that Haier made the slogan of "China's first appliance".

When you tell the consumer that you are the leader in the market, the consumer will think that the quality of your product is the best. It must be the safest and the most reliable. The consumer will think you must be more professional and more professional than others.

Mental cognition is brand fact, and wisdom guides facts.

Please remember: This is a very important concept. Interested readers can refer to me.

Many companies tell consumers how good my floor is.

Enterprises fall into the cognitive misunderstanding of "having products first, then locating them".

More regrettable is that a number of non brand expertise experts, scholars, professors, government officials, academic officials, well-known reporters and so on, a large number of so-called "celebrities" also come together to make fun.

They try to use their management expertise, aesthetic expertise, public management expertise, social humanities expertise, and their limited knowledge of brand expertise to evaluate brands and become members of the brand review expert group.

They do not cherish or do not know the "boundary" as an expert, and make "crossover" action.

This is a very unfortunate thing.

In the book "the city of quality of life", "the city of quality of life", which was given to me by the Hangzhou municipal government's "Office of political research", found that there was no professional brand expert in the list of "Hangzhou city brand evaluation experts group" in Hangzhou.

This pair