Triangle Relationship Of Brand, Advertisement And Marketing

< p > at present, Chinese household electrical appliance enterprises have always had such a disagreement, that is, "no advertising, relying on" terminal is king "can also create brand.

Many owners put a large number of brand resources into terminal price cuts, gifts, etc., but the brand value is not high.

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< p > brand management consulting is being done now. Many business owners ask me how to save the first two of those who spend money in advertising, making brand names, < a href= "http://www.91se91.com/news/index_cj.asp" > marketing < /a > three, only keep sales.

I think this should be a triangle that can not go around.

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< p > < strong > 1, there are only two kinds of profit genes in the marketing mode of world enterprises < /strong > < /p >

< p > the best strategy communication agency and the British best international brand investment management group conduct a classified investigation on the marketing modes of more than 100 Chinese and foreign commodity enterprises.

It is found that there are two kinds of profit gene models in the world's company marketing mode: < /p >

< p > a product oriented marketing process mode: product driven to complete the marketing process as a means of marketing mode.

We only pay attention to the control of the marketing process, ignore the "brand planning" and dissemination, and do not have systematic dissemination and management of brand value.

In this kind of marketing mode, more attention should be paid to the low price driving of products.

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< p > another brand oriented marketing process mode: take the brand as the soul, lead the marketing profit mode, integrate the brand planning and the marketing process organically in the marketing process, realize the double growth of marketing and brand, and inherit the brand with the "marketing process", and increase the marketing premium with "brand planning".

In this marketing mode, the power of advertising is quite important.

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< p > strong > 2, < a href= "http://www.91se91.com/news/index_c.asp" > brand < /a > is made by advertising "/strong > /p".

< p > the best strategy communication agency found that no famous brand was created without advertising, relying on terminal price reduction and gift promotion, after tracking the value of about 100 outstanding brands in China and Europe and the United States, including "a href=" http://www.91se91.com/news/index_f.asp "Nike" /a, SONY, Haier and Samsung.

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< p > brand value has different values in different stages of product marketing.

The premium relationship of brand products can be divided into four categories: < /p >

< p > category 1: product brand.

Its brand value is less than the price of the product, and consumers do not buy it in advance.

The recognition of "product trademark" is entirely based on the price experience of "product trademark".

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< p > second categories: product brand.

Its brand value is basically balanced with product physical and price, that is, "brand value is equal to product and price".

Consumers can buy products in advance by knowing "product brand", or buy products brand experience. Brand value is equal to product and price.

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< p > third categories: "premium brand".

Its brand value is greater than the product's physical and price.

Consumers only buy products before they know the premium brand value.

The price of premium brand is more than 20% higher than that of "product brand".

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< p > Fourth categories: "scarce brand".

Its brand value is far greater than the product's physical and price and even covers it. Consumers only buy products because of the value of "scarce brands" and are willing to pay extra high prices.

The price of "scarce brand" is more than 50% higher than that of "premium brand".

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< p > according to the statistical analysis of the best strategy communication agency, from the pition from "product brand" to "scarce brand", the growth curves of four different brand value relations illustrate the systematic function and continuity of advertising communication.

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< p > Product Trademark: product trademark will only grow for 1 years.

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< p > Product Brand: the time from "product brand" to "product brand" is as high as 3 years.

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< p > premium brand: it takes at least 8 years to grow from "product brand" to "premium brand".

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< p > scarce brand: the time from "premium brand" to "scarce brand" is over 30 years.

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< p > in these four different brand value relations, the most important factor is the advertising communication.

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