Analysis of common problems in brand management

In the past ten years, the Chinese business community and news media have been very keen on the topic of branding, and have mentioned it as a matter of life and death for the company, but how to do it? Many companies have been confused about how to create a brand.

Chinese companies have urgent needs and enthusiasm for brands, which is certainly a good thing. However, due to vague understanding of brand characteristics and inadequate operating techniques, many mistakes have been made in brand building. The following aspects are an analysis of common problems in brand management of Chinese enterprises.

1. Not clear about the relevant conditions for creating a brand

Many companies do not know that the basic condition for creating a brand is the product. They think that the brand is advertising, regardless of the company's own resources and conditions. In fact, a company must consider at least the following six basic conditions before creating a brand: first, the product, second, the demand potential, third, consider the extension capabilities of related products, fourth, the life cycle of the product, and fifth, consumer demand. Psychologically, six are the characteristics of the product. If these six questions are not clear, brand management can easily lead to misunderstandings.

2. Pure pursuit of popularity

In the past few years, I have asked many people on many occasions to tell me what love is. Most people are interested in love. There are only two sentences in Duo's description. The first sentence is, "Ai Duo" is a VCD maker, which is pretty clear; the second sentence, "Ai Duo" is an advertisement made for them by Jackie Chan, which is pretty good; I can't connect to the third sentence. After the "Aiduo" controversy started, many people knew that Aiduo had a boss named Hu Zhibiao. Unfortunately, he responded to the "Bidding King" in the CCTV advertising bidding, but in the end he left only two and a half sentences to consumers across the country. This is the result of purely pursuing popularity.

3. Corporate brand and product brand are often confused

We often see that some companies add corporate brand when advertising products, and add corporate brand when advertising products. Products, some durable goods companies’ advertisements imitate those of consumer goods companies. These are all manifestations of confusion between corporate branding and product branding.

4. Making products is building a brand

Many companies believe that making products is building a brand. As long as the company makes the product well, the brand will naturally be created. This is a misunderstanding made by many companies. If this is the case, how can we explain that an ordinary watch costs tens of hundreds of dollars, while a Rolex and a radar can cost tens of thousands. Is this ten-fold price difference just the difference between products? Here it is the difference between making products and making brands, because brand not only means the excellence of the product - the overall excellence of quality, performance and style, but also the psychological consumption : Wearing a watch: Wearing time? Wearing style? Wearing brand?

5. Making a brand is making a famous brand

Many companies believe that a famous brand is a brand. In fact, a famous brand is just a high-profile brand. The brand name includes more content, and popularity is only one aspect of the brand. The word brand comes from the ancient Norwegian word brandr, which means "brand". In fact, it also vividly expresses the meaning of the brand - "How to leave a mark in the hearts of consumers?" Brand is a comprehensive and complex Concept, it is the intangible sum of trademark, name, packaging, price, history, reputation, symbol and advertising style. Compared with famous brands, brands have deeper connotation and value. Secondly, from the perspective of the creation process, a famous brand can be created through high advertising fees, and a famous brand can be formed as long as it is constantly sold; and establishing a brand is a complex and vast project, including the brand's overall strategic planning, visual image Design, determination of core concepts, use of brand symbols, brand scene design, advertising tonality, etc. are a series of tasks. Moreover, brand building is not a short-term project. It requires careful management by brand managers year after year.

Every product promotion and every advertising operation embodies the hard work and sweat of brand managers. A famous brand may be achieved through an advertising campaign, but the establishment of a strong brand is the culmination of long years of testing. ;