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Loyalty -- Building A Strong Brand Of Beniwa

2011/10/20 15:16:00 19

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brand

There are tens of millions of people, but we can only get dozens of names, but only a dozen or so are well known.

In the vast brand stars, why can a few brands be dazzling, and most brands are dull? Nowadays, there are many brands of bombing advertising, but few years, brand assets have not accumulated obviously.

Some rely on event marketing and gimmick hype, although the popularity is very high, but the contribution rate of such brand to sales is not obvious, brand will soon disappear from the public's vision.

The reason is that these brands are only in the initial stage of brand building -- a well-known brand.

The brand hierarchy can be divided into three stages: popularity, reputation and loyalty.

The first stage is easy to achieve. As long as the media is enough to spread or create some marketing events, it can become a household word. However, consumers know that your brand does not mean that you must consume your products. Therefore, simply being famous, you can not create a positive brand accumulation and sales brand for the company.

The second level is reputation, as long as it has a good reputation.

commodity

Good reputation can be achieved with good business. Although such brands have some help in resisting market risks and word-of-mouth communication, their sales promotion is not obvious.

Only third levels, loyalty, are the characteristics of a super brand. Brand loyalty can withstand strong market risks and continue to promote sales.

Although excellent top brands have strong strength, products spread all over the world, and the media spread more widely, but these top brands have always come from an unknown brand. Therefore, having a large amount of resources, a wide range of market share and high density can not be the reason for the success of these excellent brands, because these resources and advantages are only after their success.

So what did they do to make the brand bigger and stronger at the beginning? A closer analysis shows that the more important a characteristic is, the more successful a brand is, the more loyal customers are, the less it is.

Loyal customers mean not only unwavering.

purchase

A brand's product will contribute to its profit, and it will promote the brand free and make the brand develop rapidly.

Therefore, having a large number of highly loyal customers is a necessary feature of an excellent brand, which is also the foundation for their rapid growth and improvement.