How Can An Enterprise Shape Its Brand Image?

< p > strong > 1, accurate concept positioning, subdividing popular popularity < a > market < /a > /strong > /p >

< p > each consumer's consumption psychology and ability are different. Their opinions on brand will also be different.

The enterprise must first leave the brand unique impression in the mind of consumers, such as enthusiastic, youthful, fashionable, high quality, rich and so on, so that consumers can feel the brand evaluation in mind.

In fact, although in the eyes of consumers, Mercedes Benz is a symbol of noble luxury. BMW is an expression of distinguished personality, but these impressions are the concept of enterprise positioning.

If a product is only a product, it will always be a tool, and once it has added spiritual value, it will become a brand.

OZing in the 2004 electronic English learning machine market, like a black horse sweeping away thousands of troops, and its use of accurate concept positioning is not related, OZing positioning is not simply an English learning machine, but also an innovative English learning method and popular fashion, and for the vast number of English learners to provide a good English learning solution, thus breaking through the traditional way, the English learning machine to the height of the English palm computer, has won the enthusiastic recognition and support of consumers.

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< p > < strong > 2, emphasis on brand internal education < /strong > < /p >

< p > the internal education of a brand is to enable any employee of an enterprise to recognize from the bottom of his heart that he is creating a great brand, thereby forming a high degree of cohesion within the brand.

Brand is from the inside and outside the radiation, many world-famous large enterprises from the beginning of the birth of the brand internal publicity, such as IBM has always attached great importance to the staff's brand internal education, the use of almost religious beliefs like the way all the personnel training into IBMer, so that the world stands a blue giant.

Similarly, in Microsoft Corp, no one can ask any of the 22000 employees: what is the goal of Microsoft? These 22000 people can definitely answer the correct answer: every table and every family has a computer, making it the largest company in the world to create billionaires.

This is the power of internal brand education.

The connotation and image of brand permeate inside and outside the company.

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< p > < strong > 3, emphasizing product innovation < /strong > < /p >

< p > emphasis on product innovation is not just about improving the quality of products. It is more important to establish the impression of "high quality" in the minds of consumers.

This requires constant thinking.

Any product has its birth, growth, growth and decline of the life cycle, consumers will update, the era will move forward, but the enterprise has a "century old shop", the brand is also.

Enterprises must always keep pace with the times, constantly cater to the changing tastes of consumers, constantly add new products and new styles to new products, new technologies and new designs, so as to increase the brand's fashion sense. Therefore, even those McDonald's western style fast-food restaurants, which emphasize product standardization, are constantly being introduced. In the 2005 Chinese market, new products such as coconut flavor New Territories and Olympic bid packages have been launched.

And China's Haier can also reverse thinking from the consumer's perspective, producing Haier washing machine, Haier washing machine and other products, and always maintain innovative thinking, and become the 2005 most valuable brand of China World Brand Lab.

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< p > < strong > 4, and attaching importance to participation in public welfare activities < /strong > < /p >

< p > brand is judged by the public. Good a > brand image shaping < /a > has not been able to let thousands of households remember the brand more than the active participation in various regional or full name public welfare activities.

In today's society, it is necessary to advertise in the market, but advertising can not be a good market. Sponsoring public welfare activities has become a "live advertisement". By returning part of the profits of enterprises to the public in the form of public welfare activities that are most consistent with the brand image, this way of taking advantage of the people and using the people can set up a responsible and active social citizen image for the enterprises, so as to continuously expand the brand's reputation and popularity.

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< p > < strong > 5, attaching importance to moderate brand extension < /strong > < /p >

< p > when the enterprise product has a famous brand, it is necessary to extend the brand without losing the time, further subdivide the brand market, thus forming a unique market segmentation, and lay a solid foundation for ourselves.

According to statistics, in the past 10 years, 2/3, a newly rising brand in the US, has been successful by brand extension.

Procter & Gamble's Head and Shoulders is dandruff. It is gentle and elegant. The PANTENE is nutritious and bright. The market segmentation is very obvious. However, brand extension is not what we want to do. We must grasp the width and speed of the extension according to the actual situation of the enterprise.

Otherwise, it will cause serious overdraft of the parent brand.

The serious brand proliferation of China's liquor market is a case where policymakers can think clearly.

From the experience of P & G, Haier and other successful companies, two to two brand extensions are relatively moderate.

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< p > strong > 6, enhance the brand to defuse the crisis and prevent it from happening. < /strong > < /p >

< p > local SMEs are generally more famous because of their reputation. Management and marketing systems have not formed a solid foundation.

Therefore, in the process of brand growth, we should always maintain a sense of prudence on thin ice.

Otherwise, if a chess game is careless, the whole game will lose. Once caught in crisis, it will give the brand a fatal blow or even a setback.

In 2005, a lot of enterprises appeared crisis events, such as Heinz, KFC, Lipton and other multinational corporations. There were also famous domestic enterprises such as Guan Sheng Yuan and Guangming.

Kentucky Fried Chicken is still in a noisy restaurant after the Sudan incident, but Chinese enterprises are falling down, which deserves deep reflection and awakening among SMEs.

Therefore, in the process of brand growth, we must strengthen the efforts to resolve the crisis, consolidate the brand foundation with a good system, and work hard on the brand reputation and influence.

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