For example, Apple, Apple mobile phone is another excellent category after Apple brand. It can quickly open the market and expand the sales space of watches, computers and other products. Therefore, for a brand, an extremely outstanding advantage in the market is very important!
Alibaba, you can think of Alipay, rookie and so on. At that time, you will definitely think of Taobao and Tmall!
Because Alibaba started from Taobao and Tmall at that time, and then began to extend outward step by step, it was Alibaba today.
A brand must build a strong category and become a representative of an industry, so that you can become a leader in the industry!
Bian Xiao takes milk tea as an example to talk about how to create a strong category.
Milk tea in recent years, new tea is the pig on the tuyere!
Top vacant rooms in the market.
Xicha is said to have a market value of 9 billion after financing!
The value of a cup of milk tea can be 9 billion, which is simply unimaginable!
However, when Xicha becomes a new tea sought after by contemporary young people and becomes a strong brand in the milk tea industry, milk tea may really be worth 9 billion!
How did hi tea come from? At that time, Xicha chose a different approach from other milk teas: cheese nipples were born!
As a new kind of China tea, cheese milk tea has the most taste memory, and it is the easiest to have a wonderful reaction with tea, which means it is the easiest to fill the market vacancy.
Xicha found a vacancy in the category of milk tea and firmly seized the opportunity to become famous in one fell swoop!
Of course, the name Xicha also adds a lot of color to it.
Some people say, drink a cup of milk tea when you are in a good mood, and drink a cup of milk tea when you are in a bad mood.
Then milk tea is actually to make yourself feel better or better, so the name of hi tea is very in line with the psychology of this consumer!
Define the positioning of the category
The milk tea industry market is generally difficult to saturate. You have a lot of choices when drinking milk tea. Milk tea and milk tea will always be seen in alleys and large commercial buildings.
It is nothing more than the decoration of the store, the different practices and the low price, but the essence of milk tea remains unchanged after all!
Your product is good, there will always be people to consume it!
Make clear the level of your products in the industry, from the perspective of price.
Five yuan a cup, fifty yuan a cup.
If you are excellent at the level of five yuan a cup, it is almost the same as fifty yuan a cup of milk tea!
Trout, marketing guru, USA insists on the positioning strategy, and thinks that brand positioning is the first step to make a good brand!
Increase added value!
Answer milk tea, a magical milk tea!
First of all, this milk tea is quite special. Can you know the answer to a question by buying a cup of milk tea and drinking it?
You buy a cup of milk tea with an answer, a kind of milk tea with an answer. Although the answer may not be accurate, curiosity will drive you to buy a drink.
This is the answer. The positioning strategy of milk tea. If the taste of milk tea is the same, I use the added value of "answer" to make myself stand out, become a leader and enhance my value!
Answer milk tea, a simple and straightforward name, which makes people understand at a glance and fits their own products.
Appearance positioning!
Modern China tea shop, Chinese milk tea and retro patterns are also based on China tradition.
At the same time, the brand name of modern China tea shop also has the flavor of China tea.
Brand and category
To establish a brand, we should be at the forefront of the category, achieve phased growth, accumulate brand assets and become a leading brand in the industry.
As a result, the brand began to be in more and more other categories, some changed direction, and some continued to subdivide to find more accurate market demand!
When more and more brands are at the forefront of the industry, sometimes success can be simply copied.
Brand and category are interdependent.
Strong category, strong brand. If the category is weak, then the brand is weak!
The brand is strong, so is the category. If the brand is weak, then the category is weak!
Brand is the first spokesperson of category! The influence of names is sometimes far greater than that of categories! For more trademark information, please visit Bajie Intellectual Property Trademark Transfer Network!