Brand management involves more scope than brand strategy analysis. Brand strategy belongs to brand management. Brand strategy is only a strategic aspect based on the brand. Relatively speaking, brand management is easier to write. You can refer to the following brand management and brand strategy. The connotation of brand management. What is a brand? According to Ogilvy's definition, a brand is an intricate symbol. It is an intangible general term for brand attributes, name, packaging, price, history, reputation, and advertising methods. A brand is also a consumer's impression of its users, defined by their own experience. A product is what a factory produces; a brand is what consumers buy. Products can be imitated by competitors, but brands are unique. Products can easily become outdated quickly, but successful brands can endure, and the value of the brand will affect the company for a long time. For many small and medium-sized enterprises, the connotation of the brand reflects the corporate culture to a certain extent. Therefore, for this type of enterprise, the brand is not only a weapon for external sales (distributors, consumers), but also for internal sales (distributors, consumers). employees, suppliers) and the moral power of management. In marketing, brand is the most original driving force to arouse consumers to repeat consumption and is the soul of the consumer market. An entrepreneur once said, "Without a brand, a company has no soul; without a brand, a company loses its vitality." [Edit this paragraph] Why should we pay attention to brand management? That is to say, under the WTO environment and driven by the Internet, paying attention to "brand management" is becoming a fashion. What makes people start paying attention to brand management? The first is - the changes in media. Audiences and readers are decreasing; new media is developing day by day; the emergence of small and medium-sized media; the popularity of cable TV networks; and the rapid development of the Internet. Changes in consumers: Consumer demands have increased; consumers have become more picky; consumers prefer to seek entertainment and excitement; consumers have also learned to bargain and compare; consumer demand levels have increased and consumption habits have changed. Changes in the market environment: competition becomes more intense; product and quality differences decrease; the consequences of vicious competition; brands’ differentiation strategies are challenged; product substitutability increases; and the impact of international brands. Changes in the enterprise itself: product innovation is challenged; talent mobility increases; organizational structure faces challenges; obstacles to corporate culture; troubles of insufficient funds; market fragmentation and instability, etc. Due to the above four obvious changes, in the future, it will be difficult for products or services without brands to survive for a long time. Only successful brand management can achieve sustained growth and future glory. [Edit this paragraph] How to carry out successful brand management? Brand management is a complex and scientific process, and no link can be omitted. The following are four steps that should be followed for successful brand management: ▲ Step 1: Outline the "essence" of the brand, that is, outline the rational factors of the brand. First, find out the tangible human, material and financial resources that the brand currently has that can be outlined with facts and figures, and then based on the goals, describe what additional human, material and financial resources are needed to make the essence of the brand Become fulfilled. This includes information about consumer groups, the composition of employees, relationships between investors and strategic partners, corporate structure, market conditions, competitive landscape, etc. ▲The second step: Grasp the "core" of the brand, that is, describe the perceptual factors of the brand. Since brands, like people, have thoughts and feelings in addition to bodies and limbs, when understanding the core of an existing brand, we must understand its cultural origins, social responsibilities, consumers' psychological factors and emotional factors, and take emotional factors into consideration Inside. Based on the goals to be achieved, reposition the core of the brand and list the perceptual factors that need to be added. ▲ The third step: Find the soul of the brand, that is, find the brand’s unique differentiation strategy. Through the first and second steps of understanding and evaluating the rational and emotional factors of the brand, the soul of the brand and its unique positioning and promotional information are sublimated. People like to eat McDonald's, not because it is "junk food", but because it brings children and adults a sense of peace and happiness.

Wal-Mart continues to seek new ways to reduce costs and provide customers with more comprehensive and simple services. The cooperation between Wal-Mart and Yahoo will enable Wal-Mart to continue to maintain its leading position in the global retail of daily consumer goods. ▲ Optimized products If a company can focus on product research and development and continuously launch new generations of products, it may become a product market leader. Their commitment to their customers is to continually provide them with the best products. Of course, it is not possible to become a product leader by relying on a new product, but it is necessary to have new products or new functions year after year to meet customers' new performance requirements for products. For example, Intel is the product market leader in the computer chip field; Nike is the mid-level product market leader in the sports shoes industry. The competitive advantage of these product market leaders does not lie in the price of their products, but in the actual practical effects of the products, that is, the "performance behavior" of the products. ▲ Intimate customer relationships Companies that follow this rule focus on how to provide the services they need for specific customers rather than on meeting the needs of the entire market. They are not pursuing one-time transactions but establishing long-term, stable business relationships with selective customers. Only by establishing a long-term and stable relationship can we understand the unique needs of customers and meet these special needs. The belief of these companies is: we understand what our customers want, and we provide our customers with a full range of solutions and after-sales support to achieve their long-term goals. For example, Airborne Express is a company that has become an industry leader through close customer relationships. A business that starts with its customers and delivers services that exceed their expectations has made Airborne Express a highly regarded courier company in a very short period of time. China has joined the WTO, and entrepreneurs no longer have much time to think and hesitate. Whether entrepreneurs are willing or not, Chinese companies are facing global competition, and they are also facing opponents from around the world even at home. Therefore, choosing the brand management strategy and value law that can make the company stand out determines whether the company can achieve its goals and continue to grow in the post-WTO economic environment. Brand management and CIS focus on different objects. The object of brand management is the brand. Assets, and brand equity is the market value or added value driven by the brand itself. It is a value that transcends production, commodities, and all tangible assets. ·Brand management aims to enhance the intangible assets and market value represented by the brand. ·Brand management is a process of continuously accumulating, enriching and improving brand assets. It requires constant attention to consumers' preferences, judgments and choices about a certain brand. ·Brand management is more of an "extroverted" behavior that is external and focuses on market performance. Brand Strategy Brand is the crystallization of the target consumers and the public's psychological, physiological and comprehensive positive feelings and evaluations about a specific thing. People and scenery, artists, companies, products, trademarks, etc., can all be developed into brand counterparts. The brand we talk about in marketing refers to a commercial brand in a narrow sense, which is the crystallization of the public's comprehensive feelings and evaluations of a specific business figure, including products, trademarks, entrepreneurs, and companies. . The so-called brand strategy is a business strategy in which a company uses brand as its core competitiveness to obtain differentiated profits and value. Brand strategy is the product of competition in the market economy. In recent years, some forward-thinking companies have used the tool of brand strategy to gain competitive advantages and gradually grow and develop. The essence of strategy is to shape the core expertise of an enterprise to ensure its long-term development. Today, with highly developed science and technology and rapid dissemination of information, products, technologies, and management know-how are easily imitated by competitors and difficult to become core expertise. However, once a brand is established, it is not only valuable but also inimitable, because the brand is a kind of consumer recognition. , is a psychological feeling, and this kind of cognition and feeling cannot be easily imitated.

[Edit this paragraph] Contents of brand strategy The so-called brand strategy includes six aspects: branding decision-making, brand model selection, brand identity definition, brand extension planning, brand management planning and brand vision establishment. Branding decision-making solves the problem of brand attributes. Whether to choose a manufacturer brand or a dealer brand, a self-created brand or a franchised brand, this issue must be resolved before the brand is established. Different brand management strategies herald different paths and destinies for enterprises, such as choosing "IKEA" style integration of production, supply and marketing, or embarking on a "McDonalds" (McDonalds) franchise journey. In short, different categories of brands have specific adaptability in different industries and at different stages of the enterprise. The choice of brand model solves the problem of brand structure. Whether to choose a comprehensive single brand or a diversified multi-brand, a joint brand or a main and sub-brand? Although the brand model is not good or bad, it has certain industry applicability and timeliness. For example, when Japan's Toyota Motor entered the high-end car market in the United States, it did not continue to use "TOYOTA". Instead, it established a completely new independent brand "Lexus". The purpose of this was to avoid the negative impact that "TOYOTA" would have on "Lexus". The low-end impression makes it a high-end car brand comparable to "BMW" and "Mercedes-Benz". Brand identity definition establishes the connotation of the brand, which is the brand image that the company hopes consumers will recognize. It is the focus of the brand strategy. It standardizes the internal and external meanings of the brand from the three aspects of brand concept identification, behavioral identification and symbol identification, including core identification centered on the core value of the brand and composed of elements such as brand commitment and brand personality. basic identification. For example, Hisense's brand strategic plan in 2000 not only clarified Hisense's brand core value of "innovative technology, trustworthy for centuries", but also put forward the brand concept of "innovation is life", determined to create a "new century that challenges the peak of science and technology, and is committed to improving people's The brand image of "Technology Pioneer for Living Standards" has also introduced a new VI visual identity system. Through a series of marketing communications guided by the brand's core values, it has changed the vague and confusing brand image in the past, and has become the leading "technology flow" brand in the home appliance industry with clear brand identification. Brand extension planning is a clear definition of the future development areas of the brand. It is clear in which fields and industries the future brand is suitable for development and extension, and on the premise of reducing extension risks and avoiding brand dilution, in order to maximize brand value. For example, Haier's home appliances all use the "Haier" brand, which is a successful example of brand extension. Brand management planning is to safeguard brand building from the organizational structure and management mechanism. Based on the above planning, it sets a vision for the development of the brand and clarifies the goals and measurement indicators for each stage of brand development. Making an enterprise bigger and stronger depends on strategy. "If you don't have long-term worries, you must have immediate worries." Solving strategic problems is the basic condition for brand development. [Edit this paragraph] Single brand strategy Single brand, also known as unified brand, refers to the situation where all products produced by an enterprise use one brand at the same time. In this way, the strongest brand structure synergy is formed between the company's different products, so that brand assets can be fully enjoyed in a complete sense. The advantages of a single brand strategy are self-evident. Merchants can concentrate on shaping a brand image, so that a successful brand can be accompanied by several products, so that each product can fully enjoy the advantages of the brand. For example, the well-known "Haier" is a representative of the single brand strategy. Haier brand ranked first for four consecutive years in 2005 with a brand value of 70.2 billion yuan, 22.2 billion higher than the second place. Haier ranked 89th among the world's top 500 brands in 2005. Haier Group has been promoting its own brand strategy since 1984, developing from product brand to corporate brand to social brand. Now it has successfully established a well-known image of "Haier". Haier's products have grown from a single refrigerator in 1984 to a product group with more than 15,100 specifications in 96 categories, including white appliances, black appliances, and beige appliances, and are exported to more than 100 countries and regions around the world, all using a single "Haier" brand. Not only that, Haier is also used as a corporate name and domain name, achieving the "trinity".

Different consumers can choose freely on the shampoo shelf, but they have not left P&G's products. P&G's strategy is not only to use different trademarks on different types of goods, but also to use different trademarks on the same goods due to different functions. Of course, she also paid high market costs and management costs for this. However, we have to say that P&G is successful. With a glorious history of nearly 170 years and about 300 brands, we have to say that it has created a miracle in its brand strategy. In the multi-brand strategy, some companies do not use functional division, but hierarchical division. That is to say, different brands are used for the same goods, but the quality and level are different. For example, L'Oreal has chosen a distinction based on grade. Lancome and Biotherm are its high-end products, while Yue Sai and Maybelline are its relatively low-end products. Perhaps even ladies who are passionate about makeup may not necessarily know that the four brands mentioned above are all owned by L'Oréal. They each occupy their own market share and have different levels of consumer groups. Some people can't help but ask why we all know that "Rejoice", "Pantene" and "Head and Shoulders" are all products of P&G, but few people know the relationship between Lanc?me, Biotherm, Yue Sai and Maybelline? The reason is that P&G uses "endorsed brands." [Edit this paragraph] Endorsement of brand strategy P&G will not forget to point out "Rejoice - a high-quality product of P&G" when using its brand. The endorsement brand is attached to the product and runs through the entire company brand and project brand. The management of the endorsement brand is implemented in each link of the value chain to ensure that the development project can become a distinctive feature of the company that distinguishes it from other brands. Why does P&G use endorsed brands but L'Oréal doesn't. In fact, upon careful analysis, we can see that not all P&G brands use brand endorsement. In the field of beauty and cosmetics, SK-Ⅱ and Olay are also P&G products, but they do not use endorsed brands. It is because P&G has become a representative of mass consumer goods in people's minds. It appears in large quantities in the fields of washing and hygiene products. If it is used in high-end cosmetics, it is likely to affect the value of these products. Another example is that "Pringles" potato chips are also a product of Procter & Gamble, and it will not use the "P&G" endorsement trademark here, because this will make consumers think of well-known products such as shampoo and washing powder when buying potato chips. Procter & Gamble products, and this is likely to affect its image among the public. L'Oreal too. L'Oréal Paris can only be considered a mid-range brand in the field of cosmetics. It is obviously inappropriate for it to be endorsed on high-end products such as Lanc?me. Therefore, in this case, the merchants adopt the strategy of downplaying the overall brand and letting these High-end brands establish their own image and create their own territory with a superior and good image. Through such a strategy, the overall competitive strength has been improved and different levels of consumer groups have been catered for. [Edit this paragraph] Things that companies should pay attention to when creating their own brands: 1. Brand positioning. "Good brand positioning is half the success of the brand." Brand positioning is to allow consumers to clearly identify and remember the characteristics of the brand and the core value of the brand. Product development, packaging design, advertising design and other aspects must be centered around brand positioning. For example, the brand positioning of Safeguard is "bacteria removal". Over the years, Safeguard's advertisements have always been "bacteria removal". By deepening consumers' memories time and time again, it finally achieves the goal of choosing Safeguard if they want to "bacteria remove". 2． strategic planning. Enterprises should enhance their brand image through brand planning and strategic planning, increase consumers' awareness and loyalty of products, and establish a good brand image of the enterprise. First of all, quality strategy is the key and core of implementing brand strategy. Quality is the life of products. Strict quality management is the primary condition for developing, maintaining and developing famous brands. Secondly, market strategy is the foundation for implementing famous brand strategy. To implement market strategy, we must establish a market-oriented concept. From product development to marketing, we must firmly adhere to the theme of market changes and meet customer needs to the greatest extent. 3. Promote it vigorously.

For small and medium-sized enterprises, it is important to let consumers recognize their brand in a short period of time through publicity. During the publicity process, it is necessary to highlight the brand's positioning and core values, identify the emotional intersection between the product and consumers, and let consumers The users have a sense of awareness of the product in a very short period of time. In short, in the process of choosing a brand strategy, an enterprise must fully consider its own advantages and characteristics and choose the one that is most suitable for the development of the enterprise. Only in this way can it embark on the road to successful brand management.