Four Mistakes Should Be Avoided In Brand Promotion

When we are doing brand promotion, there are several misconceptions to avoid.

　　 Myth 1: making brand is making famous brand.

Many enterprises believe that famous brand is brand, and even famous brand is the highest goal of enterprise development strategy. Brand name brand 。 So where is the difference between famous brand and brand?

First, the brand name is only a brand name with high popularity. Visibility is only one aspect of the brand, and the brand includes more contents. Secondly, from the process of creation, the famous brand can be built through high advertising expenses, and to build a brand is a complex and huge project. It includes a series of works such as the brand's overall strategic planning, visual image design, core concept determination, brand symbol application, brand scenario design, advertising tonality and so on. Finally, from the perspective of their respective functions, the brand is stronger than the famous brand, the time is more lasting and the effect is more obvious.

　　 Myth two: brand is played by advertisements.

At present, many domestic enterprises believe that as long as the advertising investment is increased and the bombardment of the mass media is going on, we can promote product sales and set up a brand. Even a few of my trainees think so. Is this really the case? In those days, Qin Chi, the brand that created the sales deification by advertising war, eventually failed. However, there are still a lot of Chinese enterprises going on the same path and stepping into the trap of brand building.

If we want to shape the brand, the brand must have its own value. The satisfaction of individual value of a brand is different from that of a product. The product satisfies the needs or needs of consumers' interests, while brand satisfaction is also demand, but more is desire. Desire is spiritual satisfaction, and consumers pay for their own mental satisfaction. This satisfaction is what brands bring to consumers.

It can be seen that if you want a consumer to buy a brand, the brand must distinguish itself from the competitive brand, have its own unique personality and characteristics, and produce connections with consumers' emotions and trust, which are not only accomplished by advertising.

　　 Myth three: brand image changes

Brand image refers to the way consumers perceive your brand, which reflects the current feeling of brand. Insisting on a unified brand image has been the only way for some excellent brands to succeed.

Coca-Cola, which has a century of brilliance, has been emphasizing since the advent that it is a delicious, joyful, and never changing cola. Similarly, Marlboro has always insisted on the image of cowboy in the past 50 years. Luis has always insisted on using the international movie star as an image spokesman to explain its beautiful promise for 70 years.

But Cowboys clothing Lee, a famous brand, has been in trouble because of changing its brand image halfway. Lee's initial slogan is: the most intimate cowboy. It should be said that this slogan enables Lee to have its own unique personality in most of the jeans market that promotes its trend, high quality and the most beautiful.

However, in the short time after the advertisement was broadcast, such a brand image was opposed by the Lee middlemen, especially the retailers. They relied on a better understanding of the psychology of the consumers. They believed that the consumers wanted to buy the fashion, and should publicize the fashion and taste of the products. Lee avoided the fashion publicity and was too rational and obsolete.

Lee accepted this idea and changed the strategy. Two years later, Lee was in trouble. On the basis of summing up experience and lessons, Lee has returned to its original position: the most close cowboy. Through continuous publicity to this day, Lee has finally set up its "most intimate" image in the strong jeans market.

　　 Misunderstanding four: brand Can be extended arbitrarily

The idea of "the East is not bright and the west is bright" makes the strategy of brand diversification development considered by some enterprises as a good way to guard against risks and enhance efficiency. In the process of diversified development, enterprises are most likely to be caught up in the trap of brand extension.

A successful brand has its unique core value and personality. If the core value can contain the extended product, it can carry out the brand extension boldly. In turn, the brand extension should try not to conflict with the original core value and personality of the brand.

"Frozen three feet, not a day's cold", enterprises to create a brand is not achieved overnight, and even need the enterprise to make a lifetime effort. Therefore, brand building requires leaders to strategically foresight and persevere in practice, and make necessary adjustments to the brand in the face of changes in the enterprise's own condition and enterprise's ecological environment, so that the brand can always lead the development of the enterprise. In this way, enterprises can gradually control market initiative, create brand successfully and condense competitiveness.