Misunderstandings in brand management

From the perspective of brand competition, the connotation of the brand is constantly being enriched and improved, and everyone’s understanding of it is also constantly improving, so we expect it to be successful. The well-known mentality of the nouveau riche is extremely unhealthy in today's increasingly mature society and market, and is also extremely dangerous to the development of enterprises. Below are the misunderstandings in brand management that I have compiled for you. Welcome to read, I hope you all To be able to like.

1. The brand belongs to the enterprise

Perhaps because the planning time is too long, Chinese enterprises always consider problems from the perspective of the enterprise. It has always been "Consumers, please pay attention. "What can my brand bring to you?" Regardless of whether consumers are interested or not, they put print advertisements, POPs, promotions, publicity, etc. on a plate, stir them, and then sprinkle them on the market to force consumers to They instill information that this will work. However, society is developing and people's needs are constantly changing. They only pay attention to what interests them. In fact, from a cognitive perspective, brands belong to consumers. In their minds, you are what kind of brand you are. In practice, I realized that only by conducting in-depth and detailed market research, using the research results in development, manufacturing, and marketing, and then conducting two-way communication with consumers through advertising, promotions, and on-site promotions, we can become a "consumers please pay attention, our "What the brand can bring to them" can truly impress consumers, make them have impulse to buy, and form a certain degree of loyalty to our brand. Therefore, we must change the perspective of mass marketing, put down the shelf, put the product aside, stop selling products you can make, but sell what consumers need; forget about pricing strategies for the moment, and understand that consumers need to meet their needs. The cost required for demand; forget the channel strategy, don’t think that if you grasp the dealers, you will grasp everything, but think about how consumers can buy our products more easily.

2. Famousness is a brand

When Qin Chi won the "Band King" title of CCTV, his boss proudly said: "We drive into CCTV One Santana every day , drove out a luxury Audi. "This is to mistake brand awareness for brand assets, thinking that as long as the brand is famous, it can create value. Therefore, companies put out advertisements and hype at all costs, but they do not know that it has aroused consumer resentment and the brand reputation has dropped greatly! Now, Qinchi's brand awareness is still very high, but can its products create any value for the company? In the end, it was auctioned at a low price of 3 million yuan.

In fact, brand awareness is by no means equal to brand equity. Brand awareness is the share of a brand in the minds of consumers. It refers to the extent to which consumers can think of the brand when they mention a certain category of products. The concept of brand equity is much broader, including five elements: first, brand awareness, second, brand reputation, third, brand loyalty, fourth, brand association, and fifth, brand market performance. These five elements are not independent of each other, but influence each other and stimulate each other's value. The first four elements represent consumers' understanding of the brand, and the latter element represents the market's feedback on the brand. It is very dangerous to blindly pursue high visibility. If it is not based on good product quality, corporate image and other factors, it is tantamount to "suicide". Therefore, companies cannot blindly pursue brand awareness. Those brands that gain widespread popularity through malicious hype often cannot last long. In addition to improving brand awareness, we must also focus on enhancing the brand's reputation and consumer loyalty to the brand by refining and disseminating the selling points and benefit points of the brand's products, improving product quality, and optimizing services.

3. A good product is a good brand

In fact, the brand not only includes the quality impression of the brand product, but also includes the identification of the brand created by the enterprise (trademark, spokesperson, mascot, etc.). The company, user image and consumer experience behind it. When we ask consumers what they think of when mentioning a certain brand, the first answer we usually get is the impression of the brand's products. It doesn't matter if you think of the product when you mention McDonald's, because the brand has been prompted. What we really want to know is: the consumer's demand comes from the product, not the brand, but the brand can make him willing to buy. This is exactly the difference between the two.

Many advertisers believe that a high-quality product, a good-looking trademark, and a celebrity can create a good brand.

This is very wrong. The famous Korean movie star Jun Ji-hyun has become an advertising spokesperson for several well-known companies in China. Most people's reactions are: "Oh, she is quite cute. She endorses juice, air conditioners and thermal underwear." As for what brands these products are, However, the connection between the two cannot be underestimated. The quality and appearance of the product, and even the packaging design, are crucial and determine the reputation of a brand, which we need to pay attention to. The same product with different labels has completely different meanings to consumers, and even the effect will be different immediately if the packaging is changed. Especially for the brands of small and medium-sized enterprises, it is often enough to solve one point, and then use the point to cover the whole problem to solve all the problems.

4. Brands do not need personality

Some local brands in China also have personality, but they are not particularly outstanding. There is a household goods chain store "MUJI" in Japan. The products of this brand have become a must-have for many young people in Japan, Hong Kong, and Southeast Asia who pursue quality life. One of the characteristics of this brand is "environmental protection", and the other is " "Simple" is very in line with the taste of young people; this is the victory of brand personality. There are many reasons why Chinese brands have no personality. For example, advertisers and advertising companies do not have the concept of brand personality; product innovation is insufficient and homogeneity is serious; advertising strategies are single and no differentiated selling points have been found, etc.

5. Strategies change frequently

In many advertising segments, the brand management strategy changes at will, but before the power of the new strategy can be exerted, it is hurriedly replaced, which makes the brand management There is no continuity in strategy. Many companies change advertising agencies every year, change their brand concepts every year, and formulate different strategies every year. Just imagine, every advertising agency has its own business philosophy and way of thinking, and a new advertising agency will specify new strategies. After several years of advertising, I looked back and found that there was no lasting impression in the minds of consumers. Talking about something today and a bit tomorrow not only confuses consumers, but also wastes the company's financial resources and wastes the confidence of consumers and employees. Defeat yourself. I just want to build a building. I lay a foundation today, build a few floors, withdraw it tomorrow, and build it again. I wonder when the "brand building" will be completed? We should make a strategy based on extensive research and then implement it. , don’t change it at will. A common phenomenon among Chinese advertisers is that changes in personnel lead to changes in brand management strategies and even changes in promotion and execution methods. One leader doing one thing is very detrimental to brand management and growth.

6. Exaggeration and false promises

Avoid exaggerating the facts and making false promises. The promises made to consumers must be realized through products, services and comprehensive customer experience. Falsehood means lack of integrity, and lack of integrity is one of the most untenable factors in today's market. Therefore, in brand building, we must truly understand the characteristics of the products and services themselves, and let the quality of the products speak for themselves. This is the best way for the long-term development of the brand.

7. Overexposure of publicity

Brand publicity is overexposed, and the brand exposure rate is too high, so that it is annoying. Sometimes, aggressive marketing and distribution can lead to a brand being overexposed and visible everywhere. Although this can greatly increase the brand's popularity, it will cause the brand to lose the uniqueness and mystery it once had. As a result, the brand can no longer give its customers a sense of distinction. It became a generic brand and people started to hate it.

8. The image changes overnight

Brand image refers to how consumers view your brand, and it reflects the current feeling of the brand. Adhering to a unified brand image has always been the only way for some excellent brands to achieve success. With a century of glory, Coca-Cola has always emphasized that it is delicious and joyful Coca-Cola since its inception, and it has never changed. The same goes for Marlboro, which has adhered to the image of a country cowboy for 50 years; Lux has insisted on using international movie stars as its image spokespersons to interpret its promise of beauty for 70 years.

9. It can be extended arbitrarily

The idea of ??"the East is not bright, the West is bright" makes the brand diversified development strategy considered by some companies as a good way to prevent risks and increase benefits. In the process of diversified development, companies are most likely to fall into the trap of brand extension.

A successful brand has its unique core value and personality. If this core value can accommodate extended products, it can boldly carry out brand extension; conversely: brand extension should try to be incompatible with the brand's original core value and personality. Contradiction is the principle. "Three feet of ice does not freeze in a day." Building a brand is not something that can be accomplished overnight, and may even require a lifetime of efforts. Therefore, brand building requires corporate leaders to be strategically foresighted, persevere in practice, and make necessary adjustments to the brand when the company's own conditions and corporate ecological environment change, so that the brand can always lead the development of the company. In this way, companies can gradually take control of the market initiative, successfully build their brands, and build competitiveness. ;