9 Principles Of Integration And Dissemination Of Brand Competitiveness

We all agree that the rapid development of society has led to a single one.

Communication has not been able to satisfy today's global brand expansion. The brand's integrated communication strategy is to create products under consumers and brands.

Made a great foreshadowing.

Among them, brand communication is particularly important and important.

1. clear roles

To identify the role of brand in an enterprise, brand is usually defined as a relationship to ensure future revenue by creating customer loyalty.

Therefore, the starting point of integrating brand communication is to analyze the role and role of brand in order to ensure higher loyalty.

To assess the value of a brand, examine the business strategy, and consider factors such as customers, employees and key shareholders.

2. understanding value

To understand the components of brand value, executive management has been looking for a tool that can quantify the return on investment in marketing communication, and the conclusion is that it is only told that it is not possible to obtain such data alone.

Under the paradigm of integrating brand communication, this situation will be changed.

The integrated brand communication plan provides managers with a set of tools related to other assets invested by enterprises to judge the investment performance of brand equity.

Some companies judge the performance of investment through the evaluation of brand value. This way leads to a measurement method based on the benchmark brand value.

However, the value "evaluation" in the process of integrating brand communication does not need to calculate the original number.

The evaluation of brand value can identify the elements of brand value. It can help to show or measure the impact of communication activities on brand value, or predict.

By measuring the relative changes in brand value from one measurement cycle to another, we can objectively quantify the return on investment in establishing and promoting brand, and thus evaluate the overall effectiveness of the integrated communication plan.

3. reach the crowd

When the brand's role is clear, the next crucial step is to identify the key target audience.

To distinguish the priorities of such efforts, it is necessary to identify which audiences are driving the success of enterprises and which only have a certain impact on the success of enterprises.

4., create "big ideas".

Big creativity is a unique value proposition.

Dissemination of information is a waste of resources, and the dissemination of meaningful uniqueness is the catalyst for growth.

Big ideas stem from a clear understanding of audience needs, market dynamics and business plans.

Big ideas are matched by strategies that companies cater to the needs of key audiences.

Great creativity needs to meet four basic criteria: meeting the needs of the audience, competing with the competitors, being honest and trustworthy, and being able to follow the business.

The internal tension of development and development.

5. change cognition

It is clear how we can get great ideas by changing cognition. Once the customer is loyal to the brand, the audience will be gradually incorporated into the process.

In the process, the new perception may hamper the ability to respond to brand specific commitments.

This kind of "perception obstacle" requires a breakthrough to convey "big idea".

Some of these obstacles are particularly difficult to overcome.

If this obstacle is related to cognition, we can solve this problem by increasing the exposure of information.

However, if trust problems are encountered, we need to change the attitude of target audience to brand value.

6. information dissemination

It is not easy to change consumer cognition through information dissemination and change consumer cognition of brand. It needs a communication effort. This effort requires the ability to penetrate consumers' daily "defensive wall" formed by contact overload information.

In order to get their attention, the disseminator must carefully prepare information to eliminate confusion and prompt them to change their psychological presuppositions.

A driving message with great creativity can achieve good communication effect under moderate budget conditions.

Before the media is launched, we must confirm the accuracy of the information, which will help optimize the return on investment.

The seventh step: understanding the role of a single medium in changing the cognitive attitude and maintaining the momentum of development requires the use of appropriate media as soon as possible.

Usually, each involved stage needs to use personalized media to meet the needs of the audience.

Advertising and public relations are powerful tools to build brand awareness. They also exert a subtle influence on the formation of brand correlation.

The media with high contact frequency, indirect, direct or interactive, are also helpful to the perception of brand correlation and the formation of unique value.

Once purchase decisions are formed, direct interaction is the most effective way to form satisfaction and loyalty.

But this is also challenging. We need to balance the power of various media to build an integrated and effective media solution to disseminate information.

7. media mix

The most fundamental challenge to determine the best media mix is to identify the best media mix to create strong brand loyalty for the target audience.

The trick is to optimize the power of information dissemination under the premise of a limited media budget.

This will help generate a driving return on investment and ensure future earnings.

A creative media plan for the rational use of media budgets will be a very important skill for success, especially in the first year.

Then, as an exemplary result, it will become a budgetary reference for brand input in the next second years and beyond.

8. effect measurement

The measurement of integrated communication effect requires input under the premise of a clear understanding of the facts.

In comparison with other investments, it is an investment rather than expense to make people believe that investment in integrating brand communication needs to show a corresponding satisfactory investment return.

Understanding the dissemination effect of information and media through quantitative methods will help to optimize the communication effect in the next few years.

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9. repeat process

Starting from the fifth step, repeating the whole process, integrating brand communication is an organic process. Through active and in-depth development, it can grow and become stronger.

After measuring the first effect, go back to the beginning of the integrated brand communication campaign and consider the opportunity for further improvement.

Back to information considerations, explore opportunities to make them more dynamic; return to media planning, consider whether to reach the target audience; return to the media budget, consider whether these budgets are properly allocated; finally, go back to the assessment tools to determine whether they can contribute to the in-depth understanding of the promotion and management plan.

10. stick to the end

In fact, brand integration and communication is a process of insisting on never giving up, insisting on a simple case that you have a 30 million advertising budget, and when you put it to 10 million, you already have advertising effect, then you insist on giving up the effect to 20 million, which is actually wrong. Many people think that the remaining 10 million is my net profit. This is actually wrong. Not only should we put 30 million into the net, but also increase to 50 million. Sometimes advertising is a cumulative and incremental process. Another important factor is to learn to stick to the end. Some 30 million advertising budgets, when 25 million, feel that the advertising effect is not obvious and give up.