The so-called brand management protection refers to a series of activities taken by business operators to maintain brand image and maintain brand market position in specific marketing activities. Different brands face different internal and external environments, and natural operators take different protection activities, but no matter what kind of business activities are taken to protect brands, they must be based on the following points:
1. Market-centered, fully satisfying consumers' needs. Consumers are the gods of enterprise brand operators, taking the market as the center, that is, focusing on the needs of combined consumers. We should know that brand management protection is closely related to consumers' interests and preferences, and consumers' "tastes" are constantly changing, which requires the brand content to be adjusted accordingly, otherwise, the brand will be ruthlessly eliminated by the market.
Almost every famous brand is constantly changing to meet the tastes and preferences of consumers. Coca-Cola's taste, Kodak's new model, Haier's air-conditioning variety and Levi's jeans style are all changing with the market trend. Even Ford, which once said that "Ford has only one color, and that is black", has introduced cars with different colors to adapt to the changes in market trends. Take Procter & Gamble's "Bilang" washing powder as an example. In the past three or four years, the brand has changed the logo of "changing new products" for many times. From "Bilang" to "Bilang Bleaching" and then to "Bilang Second Generation", it can be said that the pattern is constantly being refurbished, so that the brand "Bilang" is already very different from the original "Bilang".
those thoughts that cling to well-known brands all their lives, refuse to guard against minor changes, and are unable to agree on market changes, in essence, stifle brands and will eventually be eliminated by the market. This is why most brands in China are "leading the way for three to five years". Have you noticed that "Daqianmen", "Evergrande" and "Phoenix" cigarettes have been forgotten by people? Have you noticed that the once-popular Bath quartz clock has been eliminated? Have you noticed that the "bee flower" shampoo has been a long time.
The market is ruthless. No matter whether you are a China brand or a world brand, as long as you violate the laws of market changes, it will inevitably lead to the failure of enterprise management. Levi's is a well-known denim clothing brand. In the mid-198s, with the abandonment of formal attire in the United States, advocating casual fashion and the global popularity of American western films, Levi's company set a record that its stock soared by more than 1 times in a year, and its market value rose from $2.53 to $262 per share, creating a world-famous "Levi's myth". However, there is no brand that will always be a hero in the market. Because Levi's brand has not grasped the psychology of its main consumers, that is, young people aged 14-19, it still stands still and goes its own way, taking it for granted that its scenery is no longer there. In the 199s, it began to decline. By 1997, Levi's was forced to close 29 factories in Europe and America and lay off 16, people. In 1998, Levi's sales dropped by 13%. The decline of Levi's brand is mostly due to its neglect of the psychological changes of young customers, the fashion and the changes of consumers' preferences.
taking the market as the center and fully meeting the needs of consumers means that brand operators are required to establish a perfect market monitoring system, keep abreast of the changes in consumers' needs in the market, and adjust their brands in time, so as to make the brands win in the market competition and successfully complete the work of brand protection.
second, it is the soul of a brand to practice hard and maintain high-quality brand image quality, and high-quality brands often have a high market share. On the other hand, a brand has a high reputation, but its product quality is out of order, which will greatly reduce the brand image and damage the brand. For example, Beiqing's giant beer was all the rage in the early 199s. However, due to its cooperation with some wineries in Hebei, Shandong and other provinces, it failed to control the quality management, which seriously affected its image of high-grade beer, and a large number of inferior giants flooded the market for only a few days, which made the giant beer no longer beautiful. "Lido" beer in Beijing is similar to "Giants".
For brand operators, maintaining a high-quality brand image can be carried out in the following aspects:
Evaluating the quality of products
Are the brand products produced strictly in accordance with the production quality management system of the enterprise? Is there a gap with ISO9 series international quality certification system? In the brand portfolio, which brands are considered low by consumers? Is it the whole brand or a certain aspect? Does the sales staff of the enterprise fully have the business knowledge related to the product brand? Brand operators should tap the potential from the inside, that is, fully implement the internal quality management system, and fundamentally understand consumers' opinions and suggestions on brand products.
product design should consider the actual needs of customers
Haier Group has launched a small prodigy washing machine and a washing machine that can wash sweet potatoes only in some areas for different regions and countries. It is precisely because Haier people start from the actual needs of customers that every new product it launches is very popular with consumers. Coincidentally, McKinsey & Company in Tokyo decided to improve the electric coffee pot to meet the needs of humanity. During the design, the technician in charge of the design asked a lot of questions, thinking that the pot should be bigger or smaller. Later, after discussion, everyone agreed that coffee lovers are generally interested in delicious coffee. Mr. Kenichi, the head of the company, asked the designer what factors affected the taste of coffee. The results of the research by the design team show that there are many factors that will affect the taste of coffee: the quality and freshness of coffee beans, grinding methods, water addition methods and water quality. Among them, water quality is the decisive factor. Therefore, this brand product has designed a device to remove nitrogen compounds from water, and the new product is also attached with a grinding device. All consumers have to do is add water and put coffee beans. Practice has proved that the improved electric coffee pot has been welcomed by customers.
Establishing a unique high-quality image
The internal factors such as "elegant taste", "reliable quality" and "timely design" play a major role, but brands should also be good at packaging themselves, that is, promoting themselves through various effective means. Gome is quite successful in this respect. The prices of its products are not the lowest and the quality is not the best. However, it publicizes itself to consumers through the media, hypes itself, and exchanges the low prices of several home appliance brands such as color TVs for the impression that "everything in Gome is cheap", thus expanding the visibility of enterprises and making Gome an outstanding representative of large sales terminals.
master the changing trend of consumers' quality requirements
. In the 199s, in Western Europe, small cars equipped with crane equipment were more popular than ever. In the first half of 1994, one out of every three cars newly approved for use in Germany was a small car with a cylinder exhaust of less than 1.4 liters. More and more cars are equipped with luxury equipment when they leave the factory. A manager of Peugeot said, "Nobody wants an empty car today".
importers and german manufacturers are also working together to move closer to the trend of note 1. Red seat belts, soft light brake lights, electronically controlled lift windows, expensive stereo equipment, in-car telephones and air conditioners, as well as the first-class steering wheel, shift lever, instrument panel, and seats wrapped in advanced leather fully reflect the trend of western European consumers to stress comfort and luxury. Of the 16 series cars sold by Peugeot Automobile Company, 64% are named Palm Beach (with glass lid) or Boy (with denim as cushion). A Peugeot manager said that this combination of beach and youth "proved to be a very successful means of promotion".
making products easy to use
nowadays, people seem to be getting lazier and lazier, pursuing convenience and relaxation for everything. Convenient food is popular, technical products are all "fools", and daily-use products are flying all over the sky at one time. BusinessCom is a new all-round hand-written handheld computer launched by Henderson Weiye Company, which has been popular among white-collar workers since its listing. The secret of its success lies in its lightness and flexibility, which is convenient for customers to use at any time. No wonder the company will play the slogan "BusinessCom, technology makes you easier" to attract customers.
third, strict management, forging a strong brand. The most powerful factor in the management and protection of corporate brands is the comprehensive and strict management of corporate brands, so as to maintain and enhance brand competitiveness, make brands more energetic and vital, and forge a strong brand in the market.
first, adhere to total quality management and total quality management. "Winning by quality, fair price" is the slogan of skillful product brand, which I believe everyone is already familiar with. Why? Because "winning by quality" is an eternal truth, we should firmly establish the concept of "quality is the life of an enterprise" and implement it in all activities and processes of the enterprise. Enterprises should set practical quality development goals, actively adopt international standards and foreign advanced standards, form a number of high-quality, high-grade famous products, and improve the market share of product brands. It is necessary to carry out comprehensive quality management, quality improvement or waste reduction and impairment activities, conscientiously implement a series of national standards for quality management and quality assurance, actively promote quality certification, and learn from the new scientific quality management law of foreign enterprises to implement "zero defect" and reliability management to improve the quality management level of enterprises.
looking at successful enterprises at home and abroad, without exception, improving product quality and brand expression should be regarded as a strategic issue in the survival and development of enterprises. Royalstar has introduced ISO9 quality system and implemented "zero defect" management since the early 199s. Royalstar has transformed the quality consciousness such as "the user is God", "the next process is the user", "empathy" and "1% qualified" into the conscious actions of employees, and created its own "zero defect production" mode. A series of related systems have been introduced one after another, so as to realize the "zero defect production" quality management system which combines decentralization and centralization, full automatic control and special control, internal quality control and system information feedback.
Zero-defect supply is the extension and guarantee of zero-defect production, while zero-defect service is the delay of zero-defect production. Among them, Rongshida's after-sales service "Red Carpet" was launched in 1997, which quickly implemented the service promise in terms of language and service technology and strictly adhered to the goal of zero defect, "regarding customers as God and respecting users as VIPs", so that users had no worries and fully experienced the feeling of "God".
Zero-defect employees are the fundamental guarantee, and they are the main body for enterprises to implement total staff management. Rongshida takes the collectivization of employees as the foundation of enterprise development and pays attention to the cultivation of employees' subjective consciousness, thus ensuring the virtuous circle of "zero defect" in the whole enterprise.
On the contrary, ignoring quality control and reducing the quality of brand products is a kind of suicidal behavior for corporate brands. As soon as some enterprises saw that the market was tight and the products were in short supply, they lowered their quality management, and the result was quickly abandoned and eliminated.
second, insist on cost control and cost management. The lowest cost advantage is a magic weapon for corporate brand protection. Dominant brands must implement the lowest cost leading strategy and adopt advanced technology to improve labor productivity. China's Galanz corporate brand is the best example of cost control. Through scale expansion and cost control, Galanz has become a leader in the microwave oven industry, with a market share of more than 6% in China and about 6% in Europe. On the basis of insisting on cost control, we should strengthen enterprise's fund management, expense management, financial management, labor management, equipment management, raw material management and other management, and reduce the cost to the lowest level.
fourth, implement the strategy of "differentiation" and reposition the brand. No matter how appropriate a brand is in the market at first, it often has to be repositioned or differentiated because of the changes in consumption trends, consumers' interests, preferences and market share.
the domestic beverage market has been occupied by "two international players", and Danone's continuous acquisition in China is even more thrilling, and many national brands have suffered devastating blows. In this case, no Coconut Tree Group has developed in the domestic beverage market with its unique coconut juice, and this kind of product was a blank in the market before it entered the market, which made it have a completely differentiated advantage and finally became one of the top ten beverage enterprises in China. If the success of coconut trees depends on the differentiation of the products themselves, then going to Nongfu Spring is a case of using conceptual differentiation to win when the products themselves are not much different. At first, Nongfu Spring had no competitive advantage in the bottled water market, which was suppressed by Wahaha and Robust, and eroded by regional brands. In such a harsh environment, Nongfu Spring put forward the concept of "natural health" by taking advantage of people's long-standing concern about whether pure water is beneficial to health, forged the concept of "natural water" through a series of external expressions, and publicized "natural water 8 meters underwater in Qiandao Lake" vigorously, precisely because of the implementation of differentiation.
v. constant innovation, forging enterprise vitality. innovation is the soul of enterprise brand and the source of enterprise vitality. only constant innovation can make enterprise brand have endless vitality and inexhaustible internal motivation, develop and expand enterprise brand, which is the most effective strategy in enterprise management protection.
innovation is a systematic project, including many aspects, mainly including concept innovation, technology innovation, quality innovation, management innovation, service innovation, market innovation, organization innovation and system innovation.
As we all know, Changhong has developed into a leading enterprise in domestic household appliances industry and the third color TV manufacturer in the world, with an annual production capacity of 12 million color TVs, 3 million laser disc players, 1 million air conditioners, 8 million electrical appliances, 22 million square meters of printed circuit boards, 12 million output transformers and 8 million electronic tuners, with an annual sales income of nearly 5 billion yuan.
what is the secret of changhong's success? It lies in Changhong's continuous product innovation and technological innovation. New product development and technological innovation are the soul of Changhong's development. Changhong people firmly grasp the lifeline of "developing enterprises through science and technology" and keep marching into the high-tech field. During the Seventh Five-Year Plan period alone, more than 2 million yuan was invested in technological transformation, and during the Eighth Five-Year Plan period, the investment exceeded 5 million yuan, and three major technological transformations were carried out in 1 years. Changhong now produces a patent in three days and develops a new product in five days. Changhong decided to increase investment in new product and technology development according to 3%-6% of annual sales revenue. Changhong has established a number of joint laboratories with Toshiba, Sanyo, Philips and other famous foreign companies in the company headquarters. Changhong implements the policy of "producing one generation, developing one generation, pre-researching one generation, and reserving one generation" in technology development and new product development. It is with such strong scientific and technological strength that the company constantly brings forth the new and dedicates quality products to consumers, and has achieved today's achievements.
VI. Maintaining brand independence The so-called brand independence refers to the exclusiveness of brand ownership, the autonomy of use right and the rationality of transfer right.
the reason for maintaining brand independence is that brands are intangible assets of enterprises. Brands that enjoy high popularity and reputation in the market can bring great experience to enterprises.