How To Build A Practical Brand Structure?

Brand structure can be a theoretical or multi-level structure, but it does not have to be so "mysterious". If the brand structure can be well formed, it will become a valuable tool to help enterprises enhance their brand and expand their business, so that both enterprises and customers can benefit from it.

　 from commodity The truth of the situation

If you want to evaluate the operation of your brand and know how to make the performance of the brand series more prominent, it is very important to evaluate the actual situation from the shelf. It's better to forget the fantasy state of all good things, and to return to reality, imagine what the real situation you will see next to the supermarket shelves of everyday life.

Recently, we have done a project for a global brand enterprise. During the process, we asked the supermarket retailers how many kinds of products they had on the shelves. Their answers are five kinds, which are only a small part of all available products. The challenge for retailers is: how to choose only five core commodities and let shoppers feel that the products of supermarkets are quite complete. So what you have to do is: what is the main commodity series in your store?

go Shopping

In order to improve your brand structure, you must understand the actual situation of consumers buying your products. Before we start building a brand structure, we first let participants and some consumers go shopping in the supermarket to pick their own brand products. There are many ways to help you get unexpected insights. For example, for "hybrid shoppers" (most shoppers belong to this type), they will make choices among several brands, and the process is usually more interesting because they are often surprised by the way they weigh. They choose products that span brands and involve different price ranges, giving you doubts about the definition of "commodity categories" previously set. As far as yogurt is concerned, we find that some consumers are totally "pure fans". They only drink original flavor and never touch other flavors of yogurt, and they are fond of other kinds of pure dairy products. You should take these factors into consideration when designing the core product line.

　 Perfecting core products

If your brand has a sub brand, you may find that the most effective way is to put them first and start with the core product series to ensure that they meet the most fundamental needs of the target customers for the catalog products. Most of the time, we can see that enterprises do a lot of packaging innovation or upgrading the product formula for their brand products, rather than focusing on making the core products more relevant. So make sure that your core product portfolio has the power to attract and retain consumers.

　 Build a series of products that match the brand vision.

Your product mix must be in harmony with the brand vision. A good way is to ask yourself: "if there are no products now, what products should I bring into the market according to the brand vision now?"

Enriching product lines -- changing styles or packaging

The next step is to use different product styles and products of different sizes to deal with different situations and target groups. Consumer behavior and family use insight can help you identify more targeted styles and packaging solutions to meet the real needs of consumers. Not all products must have a variety of flavors and packaging sizes. In the food brand group research, we found that because of the unnecessary selective packaging scheme, the consumer group was split in half, and these products originally only needed to provide a kind of packaging. Therefore, providing optional small packages for the existing key single products is an unwise practice in itself. In addition to providing normal sugar and sugar granules, the French sugar brand Beghin Say uses an easy to reverse bagged package.

　 Introducing sub brands

Once you clean up your core product series, you can continue to clean up the sub brands. You must remember a shopping fact: in the store, your sub brand is usually separated from your main brand. Therefore, the sub brand must be independent. In order to make the consumers in the store "understand it" at the sight of it, they do not need to tell the concept of the product through television advertisements year after year. A good sub brand case is Pampers's Easyup. It clearly and forcefully describes its own advantages: the baby can pull up its own trousers, and the slogan is catchy and attractive.

Forward thinking

Your brand new architecture should be able to meet future challenges, have strategic space, and be able to deal with potential substitutes in the market. To do this, make sure your team has clearly defined the source of business growth and the direction of business development, so that you can make plans to deal with competitors. After that, what you need to do is to introduce the most promising ideas and create the most competitive product mix.

In short, creating an effective brand structure in the market is very practical for brand and business development, and also allows your business to avoid losing in the market.