Sales Or Brand?

It is often asked by enterprises: my product is very good, that is, no brand, no fame. What is the way to make the brand first? More direct: first, do you want to make the brand good? Or sell the product first?

Faced with such a problem, I have mixed feelings. I am glad that everyone is aware of the importance of making a brand. The worry is that there are too few people who really understand the brand and make the brand correctly. What is more dangerous is that there are some specious ideas.

The creation and development of brand is always associated with the sales volume of the product. The brand is not a ghost.

Brand formation and development consist of two stages.

In the first stage, I call it the brand formation stage.

The brand that starts from zero starts with products.

At this point, the so-called "brand" depends on products.

At this stage, the promotion of brand differentiation on products has nothing to do with sales, from small to large, and then gradually strong.

In the second stage, I call it the stage of nurturing the market.

At this time, the product brand has already been heard in the market, and already has a high reputation in the established brand value. Therefore, this reputation can cover a ring of halo for the products that the company subsequently launched, and make the new products have the same good reputation at once, and the products are quickly accepted by consumers.

At this time, the brand can significantly promote the sales volume of new products under the same brand, just like the phenomenon of feeding back in the biological world.

The purpose of making a brand is also here.

The formation of the brand back feeding force takes time and process. The more and more focused things on the brand, the more the brand value is, the more strong the future for the promotion of the back feeding.

Further development, brands no longer point to single products or single categories, and gradually expand to provide support for brand extension, provide space for the development of multiple varieties and even diversification of enterprises, and the core value of brands should be adjusted, enriched and promoted in this period.

The two processes of brand formation and nurturing are the general laws of brand creation and growth.

Enterprises should not be eager for success in building brand and brand in the market, separating them from each other and putting the cart before the horse.

How to achieve the first stage of brand building

From zero to brand, the beginning of the brand is like an empty shell. How can we make the product valuable and form a good reputation and constantly recharge it to the brand?

First, seize the mainstream demand of the market and enter the market with moderately innovative products.

Building a brand is a strategic action. The product that must be built must have a large sales volume, which can bear the image of the enterprise and be consistent with the development direction of the established brand. Therefore, the product must seize the mainstream demand and abandon the demand for subdivision (after subdividing the demand to fill up after the establishment of the brand, the COFCO Yuyue series product is just done).

At the same time, there must be some innovation.

For example, in the unified low concentration juice market dominated by "Orangeate", what did Coca Cola Co do as a latecomer? It launched a series of fruit fruit orange products containing fruit grains with the help of MaoYuan brand. It is also orange juice and fruit juice with fruit juice, so that the low concentration juice market has been successfully replaced.

Second, do a good job of solid value planning.

Good products and good brands are not born. They must be worked out by great force.

From product brand naming to product concept refining, to brand value positioning, to endorsement of brand value, to communication demand creativity, all need to plan and extract.

Zhongjing letinous edodes sauce put forward a very good concept in nutrition and health: not sauce, but nutritious sauce, with "300 grains of letinous edodes and 21 kinds of nutrition".

With the "three to" marketing strategy that was seen, tasted and bought, it quickly opened the market in just two years, and its brand went all the way in the market.

Third, the intrinsic value of product and brand should be perfectly unified with external image.

The product contains three levels: core product, form product and additional product. To create the product of the brand, we must combine these three interests perfectly and not short.

The core interests and formal products of the product must complement each other. The core value must be highly unified with the external products, such as product packaging, terminal and other external products and commitments.

Fourth, focus on all resources to create high sales of single products.

Only the high volume of single products can establish a dominant position in the market, and a dominant product can bring reputation to the product brand.

Therefore, at the beginning of the brand, we must avoid extensive harvest.

Because of the reasons for authorization, JDB can only make a single product of red pot Wang Laoji. As a result, thanks to "disaster", red pot Wang Laoji took only 5-6 years to jump from a local brand to Coca-Cola, becoming China's largest canned beverage brand, becoming the most likely national beverage brand to rush out of the country and enter the world.

Brand building is a process. No matter how urgent it is, we must bear in mind that the pace can be accelerated and the stage can not be surpassed.

The first thing to do is to start a shell brand, then fill it with products, hoping that a successful practice can be successful. No matter how loud the brand is, it will eventually fail. From the "fifth season" of the year to the coffees of today's food, there is no way out.