How do small and medium-sized enterprises build brands

According to relevant data, there are more than 11 million small and medium-sized enterprises in China, accounting for more than 99% of the total number of enterprises in China, and their industrial output value accounts for about 6%, 4% and 6% of the total export respectively. It can be said that small and medium-sized enterprises play an important role in China's economic development, but their long-term development still faces many factors. What are the problems of small and medium-sized enterprises in China? In my opinion, in addition to the difficulties in fund management in the institutional environment and the lack of talents and the disadvantages of family-oriented core competitiveness, there is also an important reason that small and medium-sized enterprises lack their own brands and their brand awareness is weak. Here, we will only discuss the problems existing in brand building of small and medium-sized enterprises in China and how to strengthen brand building.

first, a name that is easy to be accepted by consumers, and a trademark that has a cultural background and is easy to spread, will lay a solid foundation for building a well-known and powerful brand. In fact, the successful shaping of a new corporate brand is inseparable from a corporate name that is easily accepted by consumers, because it is an important condition for consumers to spread to each other. Shakespeare said that roses are fragrant no matter what their names are, but they are not all. If an enterprise wants to create a famous brand, it must start with the name. Among the brands of Wahaha Group, "Wahaha" and "Extraordinary" are very creative, and it seems that they have won the brand name.

second, let the professional planning company make a comprehensive plan for the brand. Carry out brand operation step by step according to different stages, including VI design, overall visual image and corporate culture concept design, and make full use of existing resources for brand communication. Indeed, today's consumers are increasingly inclined to have personalized brand consumption. CIS is the soul of individual brand, and it plays an increasingly important role in enterprise competition. It is difficult to occupy the vast market in today's fierce competition by only emphasizing quality and not engaging in brand strategy. Therefore, enhancing corporate image, implementing brand strategy and continuous innovation are the keys to the success or failure of an enterprise.

As an enterprise located in the Central Plains, which mainly produces and sells liquor, how can Gujinggong occupy the market, compete for the Central Plains and go to the whole country and even the world? This is indeed a vital problem. As a result, they made strategic adjustments, jumped out of the traditional concept that things are rare, and did not follow the example of Maotai and Wuliangye. Instead, they made a scientific market positioning and took the road of "high quality, low price and large quantity". At the same time as these major strategic decisions, it is to implement the CIS import strategy.

third, refine the exact appeal point, that is, advertising language. This is not only the correct expression of enterprise brand, but also a commitment to product quality and service, which is an important part of brand planning. So how to find an accurate advertising appeal point? Facts have proved that refining accurate appeal points must be completed through market research. In addition, advertising creativity and advertising effect must also be investigated. Market research should be carried out from the beginning of advertising creativity, and market research should be carried out continuously in the process of advertising production. Consumers should pay close attention to how they react after advertising is broadcast. We see a lot of advertisements every day, especially TV advertisements, and some of them are very disgusting. Some of the same advertisements have left a deep impression on consumers, and even the sight of advertisements has aroused consumer desire, which is the result of whether or not scientific market research has been carried out. For example, in 1995, the sales of "White Plus Black" exceeded 16 million yuan only 18 days after it was listed, and it divided 15% of the crowded cold medicine market, ranking as the second brand in the industry, which was a miracle in the history of marketing communication in Chinese mainland. This phenomenon was called "White Plus Black" shock and had a strong impact in the marketing field. Generally speaking, in the homogeneous market, it is difficult to find out the unique selling proposition (USP). There are many similar drugs in the cold medicine market, and the market has been highly homogeneous, and it is difficult to make a substantive breakthrough regardless of Chinese and western medicines. Contac, Livzon, Sanjiu and other "big names" only occupied a piece of territory by virtue of strong advertising offensive, while Gaitianli, a pharmaceutical factory with not very strong strength, came from behind in just half a year, the key lies in its brand-new product concept. "White plus black" is a great idea. It seems simple, but the cold medicine is divided into white tablets and black tablets, and the sedative "chlorpheniramine" in the cold medicine is put in the black tablets, and nothing else is done; In fact, it is not simple. It is not only very different from competitive brands in appearance, but more importantly, it conforms to consumers' lifestyle and achieves a strong communication effect of association. With the help of advertising companies, "white plus black" has determined a simple and concise advertising slogan: "Treating colds, black and white", and the core message of all advertising communication is "Take white tablets during the day, don't be sleepy; Take black films at night and sleep soundly. " The product name and advertising information clearly convey the product concept.

fourth, the brand must have the idea of sustainable management and lasting success. We must start with quality, improve the quality assurance system and stick to it for a long time. The concept of quality has thousands of supporters in Qian Qian. This view holds that the way to build a better brand is to produce higher quality products. Quality, or rather the cognition of quality, exists in consumers' minds. If you want to build a strong brand, you must build a strong quality awareness in your mind. Here, we look at Niu Gensheng's article "Without quality, everything is negative" in the media, and it is not difficult to see the importance of quality management to brand building.

without quality, everything is negative: production is negative, marketing is negative, advertising and brand are negative, and income and reputation are negative! The control of one process is not in place, and the whole production line produces problem milk! Milk is wasted, packaging is wasted, equipment is wasted, manpower is wasted, and opportunities are wasted-at this time, production is negative and income is negative. If the problem milk slips out of the factory and flows to the market, customers will claim compensation, merchants will return it, the media will be exposed, public opinion will attack it, and ZF will hold consumers accountable, especially those who have bought the problem products. Not only will they stop spending, but it will spread widely, and the negative impact will be very great-at this time, marketing is negative, brands are negative, and advertisements are negative. When the quality is opposite to the direction of advertising, advertising is not only a waste, but also a "death rope": the better the advertisement, the faster it will die. It is better to compete for people's cards than to comment on famous brands; It's better to win a trophy than to build a reputation. "Gold cups and silver cups are not as good as the reputation of consumers; Gold and silver awards are not as good as the praise of consumers. " Is it just an ice cream that suffers from deformation, bitterness, bacteria exceeding the standard and eating foreign bodies? No, it's all the ice cream you produce. Is it just "all ice cream" that suffers? No, it's all the products you produce, together with milk and milk powder. Is it just "all products" that are lost? No, it's your survival qualification and development opportunity. On the other hand, if something goes wrong with milk and milk powder, it will also harm ice cream, which will "implicate nine families".

fifth, the brand must have its own unique personality.

(1) Give brands unique and personalized features

In the market economy system, there will be many brands for all kinds of goods. However, no matter how many brands there are in a commodity category, what consumers can remember and accept is always limited, some of which may not be known to consumers, and the brands that consumers know must meet their preferences before they can be accepted. Therefore,

few brands are naturally bought at last. So, how can a product

stand out from many competitors? Therefore, it is necessary to endow the brand with personalized features, and this feature must cater to consumers'

pursuit of value.

(2) Correctly recognizing consumers' choice of personalized value brands

To create personalized value brands, that is, brands that conform to consumers' choice values, we must use a set of appropriate

methods to recognize the value system of consumers' choice of certain brand products. Among them, the stepped approach proposed by American brand experts Renault and Goodman in 1998 is more effective. The so-called step-by-step method is to investigate consumers' understanding, association and pursuit of certain product characteristics by asking

step by step, so as to help enterprises

create personalized brands that consumers like.

Step-by-step inquiry method has three steps:

The first step is to understand the attribution of consumers' likes and dislikes of a certain brand product;

the second step is to understand consumers' views on the results of choosing this brand product;

the third step is to understand the values of consumers.

(3) Pay attention to the foundation of building a personalized brand-the satisfaction of experiential needs

In the past, people recognized the significance of the brand mainly from two aspects, one was functional needs, and the other was symbolic needs

. Facing the new human consumers in the 21st century, the marketing circle proposed to recognize the significance of brand building from experiential needs. This is very important in today's society. The so-called experiential needs refer to the needs of consumers (eliminating products) in order to pursue sensory pleasure, diversification of experience and novelty and stimulation in cognition. The construction theory of its brand

is mainly based on the theory of seeking diversification, the theory of consumer aesthetics and the theory of experiential consumption.

From different angles, it expounds the importance of satisfying consumers' experiential needs in consumption. The brand

design of experiential needs is to meet these

needs, which are generated from the inside of the individual's mind-to pursue excitement, diversity and novelty.

VI. Identify the brand development orientation. In fact, as a small and medium-sized enterprise, it is not appropriate to stretch the product line too long to find the right brand development positioning. The reason is very simple. On the one hand, the resources of small and medium-sized enterprises are limited. If they are too scattered, it is difficult to guarantee the normal needs of the development of each product. On the other hand, the management ability of small and medium-sized enterprises is relatively weak, and too many products often take care of one thing and lose another, resulting in a situation out of control. In this case, small and medium-sized enterprises must concentrate their superior forces, fight a war of annihilation, and strive to become big fish in a "small pond". For example, the market positioning of IZZY'N (Yizu). Women in the age of 25-48 are the market positioning of the Spanish women's clothing brand IZZY'N (Yizu), which subverts the previous pattern that foreign women's clothing only takes elegance and nobility as elements, has a profound cultural heritage, and highlights women's unrestrained, passionate, challenging, profound, enthusiastic, exploratory, free, romantic and leisurely.

Yizu focuses on meeting the needs of plump women in design, and tends to be free, plump, gorgeous and round with sexy body shaping; In color, style, fabric and workmanship, Yizu's unique emotional appeal is highlighted, and the profound meaning of richness and sexiness is found in modern aesthetic consciousness. Red, white, gray and black are used in color, and then diversified popular elements are infiltrated to create a mature and romantic Latin style for women. The fabric is mainly cotton, such as light denim, cotton yarn with delicate touch or delicate tulle, combined with comfortable and cool linen, which uniquely highlights the charm of women. In the fierce competition of women's clothing market, Yizu entered the market accurately, and her intervention added fresh blood to the women's clothing market, and the representative work of Spanish clothing characterized by pride, enthusiasm and arrogance subverted the previous pattern of foreign women's clothing with elegance and nobility as its elements. The unrestrained and enthusiastic Yizu will fully detonate the high-end women's clothing market with strong popularity. Based on the accurate positioning and success of Yizu, it is suggested that small and medium-sized enterprises should give full play to their own advantages, strive to build the core competitiveness of the brand and win the market with a professional image.

7. Make the most accurate judgment on consumers, so as to seize the opportunity and realize the leap-forward expansion of the brand. Enterprises should be good at grasping and keeping up with the market, grasping opportunities and making decisive decisions in the market. The market is huge, and opportunities can be seen everywhere. The key is to ask the decision-makers of enterprises to be insightful, seize the opportunity, and break it when it is broken, otherwise the opportunities will be fleeting. Practice has proved that if you really want to build a century-old shop and a great brand, you can't just think about using the bad habits of the world, but first dig out the brand Mihm suitable for products and services. The process of discovering the Nike brand Mihm is worth learning.

in p>1987, the Nike brand was at a turning point. The number one position in North America was given to Reebok, whose income fell behind Reebok for the first time and reached a gap of $8 million. Nike had to lay off its employees for the first time in the company's history: 2% at once. At that time, the Nike brand Mihm was very masculine. The products are mainly for young male athletes, which exudes a cultural temperament of "cowards don't come". Nike's way out is to grow beyond the core of ambitious and competitive athletes in order to make itself close to a wider consumer group. They found that it is more important to build a brand than to invest a huge advertising budget. Even the most dazzling and influential TV advertisements are not necessarily a brand-building method that is loved and close to the public. The most important lesson in this kind of fiasco is that every brand core has important substances that give it strength. To explore the brand, we must understand its essence. Thus, a large-scale reflection began. "What is Nike?" "What is the essence of the Nike brand?" Finally, overcoming many obstacles and abandoning factional disputes, the Nike brand Mihm has been re-approved: no matter young or old, no matter professional athletes or amateurs, no matter runners who insist on every day or people who only exercise on weekends, no matter tennis players or walkers, even children, you have a place in the Nike world, which is "Justdoit! )