What are corporate brand strategies?

Nowadays, there are various brand marketing methods. Compared with traditional brand marketing methods (TV, newspapers, outdoor public relations, etc.), online brand marketing is gradually favored by enterprises. , however, the core of online brand marketing strategy is to solve the problem of user trust. Because of the virtuality of the Internet, how to make consumers trust corporate brands and products is the core key.

Types of corporate brand strategies:

Corporate strategy, overall strategy, corporate stability strategy, no change strategy, profit strategy

1. Corporate development strategy: development Medium-sized enterprises are also the strategies adopted by most enterprises

2. The overall enterprise strategy is to determine the development and goals of the enterprise, the areas to enter or exit, and the choice and abandonment of the business.

3. Stability strategy, also known as defensive strategy, refers to a strategy that remains at the current starting point and scope when limited by the operating environment and internal conditions.

4. Development strategy, also known as offense, refers to making full use of external opportunities to dig deep into internal resources and seek higher development. It is the preferred strategy for most developing companies.

Characteristics of corporate brands:

1. Brand

Brand refers to the name and term used to identify a (or a group of) sellers’ goods or services. , mark, symbol or design, or a combination thereof, and is intended to distinguish a seller (or group of sellers) from competitors. It includes brand names, trademarks, all brand names and all trademarks are brands or parts of a brand.

2. Brand name

The brand name refers to the part of the brand that can be called in words. For example, Coca-Cola, Chevrolet, Avon, etc. are all famous American brand names.

3. Brand logo

Brand logo refers to the part of the brand that can be recognized but cannot be described in words, such as symbols (marks), designs, and distinctive colors. or printing.

4. Trademark

After an enterprise registers with the relevant government departments, it enjoys the exclusive right to use a certain brand name and brand logo. This brand name and brand logo are protected by law. , no other enterprise may follow suit. Therefore, a trademark is essentially a legal term that refers to a brand or part of a brand that has obtained exclusive rights and is protected by law.

5. Branding

All business activities in which an enterprise specifies a brand name and brand logo for its products and registers it with the relevant government departments are called branding.

Benefits of corporate branding:

Facilitates order processing and product tracking; protects certain unique features of the product from being imitated by competitors; provides opportunities to attract loyal customers; has Helps market segmentation; helps establish product and corporate image.

Although branding is a general trend in the development of the commodity market, for an individual enterprise, whether to use a brand must also consider the actual situation of the product, because while obtaining the above-mentioned benefits brought by the brand, it is also necessary to establish , maintaining and protecting the brand also requires huge costs, such as packaging fees, advertising fees, label fees and legal protection fees. Therefore, an unbranded phenomenon has emerged in some supermarkets in Europe and the United States, such as thin noodles, toilet paper and other basic daily necessities with simple packaging and low prices. This allows companies to reduce expenditures on packaging and advertising in order to obtain Price advantage.