Marketing School: 6 Ways To Profit By Brand

A strong competitive enterprise, its core assets are mostly not physical assets, but should be

Approach 1: brand premium is achieved through production and sales activities.

Founded in 1916, BMW motor is famous for its streamlined double wing reconnaissance aircraft. At present, it is mainly in the production of limousines, and produces aircraft engines, off-road vehicles, motorcycles and automobile engines.

BMW group owns 3 brands of BMW, MINI and Rolls-Royce (Rolls-Royce), occupying the high-end market from the small car to the top luxury car market.

Its products are sold in 120 countries and regions, covering tens of millions of customers. BMW's blue and white circular logo has also become a world-renowned high-end brand.

In 2010, BMW successfully sold more than 1 million 460 thousand cars, an increase of 13.6%, and sold more than 168 thousand vehicles in China, with an increase of 84%.

High quality means high added value. BMW's products have excellent performance in design aesthetics, dynamic and dynamic performance, technical content and overall quality. Therefore, the group hopes to achieve a steady increase in profits with higher bike profit margins rather than huge sales.

Way two: outsourcing production to obtain brand operating income.

Nike, as a well-known global sports brand, ranks among the most successful consumer company in the last 20 years, with its sales volume of nearly US $19 billion 700 million in 2009 and ranked among Fortune 500.

As an intermediary brand, Nike does not produce Nike shoes, but looks for the best qualified manufacturers in the world.

Therefore, Nike has avoided the risk of manufacturing industry, concentrating on the research and development of products, greatly shortening the life cycle of products, and rapidly launching new models.

Channel three: authorize others to use to obtain the royalty.

Brand authorization, also known as brand licensing, means that the authorized person will grant the authorized person the trademark or brand he owns or surrogate, and the authorized person will pay the corresponding fee to the authorized person.

In the The Walt Disney Company's Mickey Mouse image is just famous, a furniture manufacturer came to the door asking for the image of Mickey Mouse on the desk, at the expense of Disney 300 dollars.

This money became the first brand authorization of The Walt Disney Company.

Today, theme parks, TV, movies and commodities support the brand value of Disney. Disney has more than 4000 licensed enterprises in the world. Its products include the most ordinary ball point pens, and watches worth $20 thousand.

In China, more than 170 companies have also obtained Disney's brand authorization.

The Mickey Mouse Model on the Patriot MP3, the three gun children's bra Vigny on the chest, and the Cinderella story on the children's furniture products all need to be authorized by Disney and pay the authorization fee.

Franchising refers to the franchisee's right to grant the franchisee the right to use other trademarks, trade names, business models and other business resources through signing the contract, and to grant the franchisee the use. Franchisees engage in business activities under the unified management system in accordance with the contract and pay special operating fees to the franchisee.

Most of McDonald's stores are not in the strict sense of McDonald's headquarters, but only formed a franchise relationship with McDonald's, authorized by McDonald's headquarters to use their trademarks and other intellectual property rights, and pay royalties on time.

Therefore, regardless of the operating conditions of each store, the headquarters of the McDonald's can be charged with drought and waterlogging, and royalty is charged on time.

Way four: Rental brands to obtain rental income.

In 1989, Guangzhou Le Baishi Industrial Co., Ltd. held the investment promotion meeting, and He Boquan won the production and operation rights of Rb. After renting the brand of Guangzhou's baebax, he founded Zhongshan baebaishi Health Products Co., Ltd.

Through its operation and promotion, Zhongshan has become a Guangdong today group in 1992.

It was not until 1997 that the Group acquired Guangzhou's Le Bax today that it became the real owner of the brand.

Thus, from 1989 to 1997, 8 years ago, Guangzhou LeBron earned profits from rental brands.

Then Yue Baishi was bought by France, and so far the brand is still active in the market, still full of vitality and inspiring.

Way five: profit by selling brands.

The Italy sports brand entered the Chinese market in Kappa2001, initially by Li Ning Co and later by China as its general agent in mainland China. The trend of China is to adjust the brand to "sports + fashion" positioning, which has been praised by the market.

At the beginning of 2006, Kappa's Italy parent company BasicNet had a financial crisis. China's trend bought out the brand ownership of Kappa in mainland China and Macao, China.

This is enough to show that a well-known brand is a quality asset that can be realized at a crisis.

Way six: profit by brand counterfeiting.

Since its entry into China, LV brand has opened many stores in 29 cities. However, due to the market appeal of the brand, many counterfeit products have sprung up, not only in small shops and street stalls, but also in big shopping malls and star rated hotels.

In September of 2010, LV found that there were owners selling fake LV products in a shopping mall in Dalian. After that, a number of shopping establishments and hotels in Dalian were launched to crack down on counterfeiting LV products.

After collecting sufficient evidence, the LV series rights protection case was heard in Dalian in September 2011.

LV filed 22 cases in the local courts, providing 51 counterfeit products as evidence, including bags, wallets, belts, etc. the amount of claims in each case amounted to 500 thousand yuan, and the total amount of claims amounted to 11 million yuan, involving a number of famous shopping malls and hotels in Dalian.

It is reported that, apart from the LV brand, since 2006, European and American brands such as GUCCI, CHANEL, Burberry and PRADA have been safeguarding their rights in Beijing, Shanghai, Guangzhou and Shenzhen.

This is a typical bad thing, a good thing, a bad thing that will damage the interests of the brand into a lucrative good. All these big international brands have gained huge compensation for infringement, and have also become an important part of their brand benefits.