At present, many small and medium-sized enterprises' understanding of operating brands still stays in three aspects: VI manual, advertisement and commendation; In the era of Internet, big data and cloud computing, brands are not needed, but brand awareness is needed. Now enter the era of brand competitiveness, especially this era and the future; Brand is very important, low-end products are on the line, and high-end luxury goods are the flagship stores of specialty stores, physical stores and image stores. At present, the most important thing is the experience store. Being an experience store also requires competitiveness, and competitiveness is a kind of living and cultural atmosphere and practicality.
Competitiveness is an upgraded version of resource integration: resource integration: a kind of thinking, success depends on the team, not the individual, and there are three principles: (1) discovering resources (2) reserving resources (3) integrating resources. Three keys: (1) same values, (2) complementary abilities and resources, and (3) reasonable rules of the game. Five steps: (1) Make clear what you want (2) Count what I have (3) Find out what I lack (4) Find out who has what I lack (5) Confirm why others give you what you lack (altruism, redundancy and honesty).
Five elements of commercial games: abbreviated as PARTS 1. Participants, participants; ; 2. added value, added value; ; 3. rules, rules; 4. Tactics, tactics; 5. Scope, scope and competitiveness The three elements of success: influence, intimacy and vision. Six effects of competitiveness: 1. Scale effect II. Cost effect 3. Synergy effect 4. Innovation effect 5. Growth effect 6. Time effect.
Why should we learn brand competitiveness? World brand value ranking: 10, the United States accounts for 9, France accounts for 1, and the United States accounts for 32 of the top 50. Among the top 100 enterprises, none from China was selected. Found the problem: Some people think that a bag made in 50 yuan costs 100 yuan, while others think that if LV sells 1000 yuan, Hermes sells 10000 yuan is worth it. Summarize the phenomenon: more than 95% of entrepreneurs in China are engaged in products, not brands; Operating products are the weakest link in the commercial industrial chain. Profit distribution: Apple sells an MP3 player for $299 in the United States; Apple earned US$ 65,438+065,438+04, and distributors, agents and parts suppliers distributed US$ 65,438+0865,438+0 layer by layer, leaving US$ 4 for China to mark "Made in China".
Reflection: For our nation, we are not short of resources; We are in a weak position in brand competitiveness of the whole world. Reality: Many entrepreneurs are in the process of running their enterprises: if they blindly fight the price war and only sell the value of their products well, it will be difficult for us to be competitive in the international arena.
Operating products to earn small money, operating brands to make big money, operating products to sell value, operating brands to sell added value. In wartime, the competition between countries is on the battlefield; In peacetime, the competition between countries is in shopping malls, and the great powers rise and the economy comes first. The phenomenon that entrepreneurs manage brands: Most entrepreneurs don't know how to make a brand, and they don't understand the system of brand recognition and introduction. They grasp by feeling and do by idea. Many times, the brand made by such entrepreneurs is "accidental success and inevitable failure"
Mentor Peng Xiaodong believes: "Without a systematic brand system, the bigger the enterprise, the more dangerous it is. No brand, just do some small business or earn some hard-earned money! Enterprises that don't understand the brand and don't pay attention to the brand are all one word in the end-death! It hurts to death!
Entrepreneurs, please reflect: Why did Apple become the first brand in the world in only five years? Why did Samsung become Apple's strongest competitor in just two years? Why did Kodak, one of the world's top 500 companies, suddenly close down?
Why did Japan's 10 large-scale enterprises producing digital cameras lose money this year? Why did WeChat completely disintegrate the short message services of the three major domestic communication companies (China Mobile, China Telecom and China Unicom) in only half a year? Times have changed: Are you ready for the era of great competition? What do we do? In the era of great competition, it is not only the competition of brands, but also the competition of categories. Many times, "our company is dead, and we don't even know who our real competitors are;" The rise of our enterprise, the real competitors may not be our peers. "How to find your own competitiveness in the era of great competition and how to correctly judge your position in the market? This is an arduous problem faced by most of our entrepreneurs!
More brands, less cooperation, more brands, less competitiveness, more brands and less core values. It is especially sad that many small and medium-sized enterprises' chairmen and presidents have not realized the importance of brand, or realized that they really don't know how to do it. 99% of SME directors have not received professional, systematic and comprehensive brand management learning. 1 1 brand misunderstanding of small and medium-sized enterprises, 6 serious illnesses of local brands in China, 123 to build a strong brand model; How to convince customers of this brand? Peng Xiaodong's seven brand management systems: competition-positioning-differentiation-focus-communication-integration-competitiveness.
What is a brand? Simply put, it is five words: fast, multi, long, expensive and long; Sell fast, sell much, sell for a long time, sell expensive, sell for a long time; What is brand management? Brand is the process of giving users dreams through stories. In the era of Internet big data, the user's thinking experience is king. There is no truth in the world, only cognition!
Several problems that should be paid attention to in brand positioning: 1. How to let consumers find you; 2. How to make consumers pay for your products; 3. How to realize repeated purchase; 4. How to make consumers buy more?
For these four points, we analyze them one by one: 1, discovery = traffic, and we do optimization and natural search to make it easier for consumers to find you; 2, purchase = transformation, the essence is that at least on the page, the product can accurately express the visible value that can be brought to consumers, and then trigger the purchase behavior. 3. Repurchase = customer recognition and accumulation. This requires the product to be "worthy of the name" and let consumers identify with it psychologically. 4. Buy more = Lenovo. How to relate depends on one-to-one brand association rooted in consumers' minds.
Misunderstanding of brand positioning: 1. It is not the product that determines the brand, but the brand that determines the product; 2. It is not the product that determines the customer's purchase, but the brand that determines the customer's purchase; 3. Brands communicate with customers, and products provide customers with consumption value:
What should we pay attention to in brand positioning? 1, positioning should be able to create the core value of the enterprise 2, to establish a long-term and stable relationship with consumers. 3. Guide the product development direction and marketing plan of the enterprise. 4. It has high recognition. Start-up brands are immortal. One is to differentiate a new category and firmly occupy it, and the other is to name a good brand. 3. A set of visual hammers. 4. Design a good brand story. User experience, such as product matching with positioning. 6. Connect with users based on social media.
Eight principles to crack the marketing power of high-end brands: 1. Realize the value marketing power. 2. Successful consulting and marketing power. Third, the marketing power of circle contacts. 4. The marketing power of innovative arts. 5. Marketing power of leisure activities. 6. Cross-border thinking marketing power. 7. Marketing power of high-end media. Eight. Scene-aware marketing power.