Brand is the imprint of a product. Brand marketing will be the mainstream of marketing in the 21st century. But strictly speaking, there are no good brands and bad brands in the market, only strong brands and weak brands. For example, Coca-Cola can sell 100 million bottles (cups) every day in the United States. If the figures of 161 countries are included, 500 million bottles (cups) of Coca-Cola are sold every day. This is the market sales power created by a strong brand.
If the brand will leave a projection of the company's products, symbols, corporate strength, etc. in the minds of consumers, then this projection may be exaggerated or reduced, and consumers may have a negative impression of it. Very clear or very vague, so there are strong brands and weak brands. So what are the characteristics of a strong brand?
Characteristics of a strong brand: Brand inviolability
Brands and trademarks are often integrated. Only brands under legal protection can survive healthily. Famous brands such as Kodak, Procter & Gamble, Coca-Cola, and Pepsi-Cola have all registered global trademarks, which has laid a legal foundation for their brands to sell well around the world. For a strong brand, the law injects exclusive power into it, and others cannot infringe it at will.
Strong brand characteristics: consistent good quality
From the perspective of use value, the brand and the product are unified. A brand often represents a certain product it serves. For example, "Mercedes-Benz" is a car brand, "McDonald's" is a "fast food brand", "IBM" is a "computer brand", etc. In this case, the quality of the product is directly related to the brand. A strong brand naturally has strong quality and will maintain it forever. For Coca-Cola, it has to ensure that what the president drinks is exactly what we drink. Of course, McDonald's all over the world should be equally delicious.
Characteristics of a strong brand: Emotional love
A strong brand must be an attractive brand. It gives happiness, trust and satisfaction. In this way, creating brand affinity is extremely important. People's love for a brand is often due to the rich connotation of the brand itself. Brand image, brand culture, brand personality and brand symbolism attract people's interest in it. Visibility is a characteristic of a strong brand, but high visibility does not necessarily lead to love. Both snakes and cats are well-known animals, but why do you only like cats?
Strong brand features: Features
Features Easy to remember. Characteristic products and distinctive services are always the goals that strong brands constantly pursue. We can find that the products served by strong brands are different, and they have been creating a "different" feeling. The mystery of "Jiugui Liquor" and the classics of "Remy Martin"; the safety of "Volvo" and the fun of "BMW"; the romance of "Montaglio" and the reserve of "Crocodile", each brand has formed a distinct relationship. Contrast. Characteristic marketing is differentiated marketing. The characteristics of the brand should be based on the characteristics of the product or service. Distinctive products and services provide the basis for building a distinctive brand.
Features of a strong brand: Strong support from distributors
A strong brand will not only be loved by consumers, but also loved by distributors. Obviously, the sales force created by a strong brand is powerful, which brings huge financial resources to distributors. Similarly, the strong support of distributors has greatly increased market share and provided great convenience for people to purchase. We can see the expansion power of strong brands in sales channels from Kodak's store distribution, P&G's shopping mall distribution, and Coca-Cola's stall distribution. Therefore, being able to obtain strong support from distributors is the sign of a strong brand.
Characteristics of a strong brand: Obtaining reinvestment
Only by continuously receiving reinvestment support can a brand maintain market vitality. A strong brand should receive strong financial investment, which is mainly used for the planning, dissemination and maintenance of the brand image.
Mercedes-Benz has made five changes to its brand, Standard Oil has spent US$30 million to reshape its logo, and Procter & Gamble invests US$1 billion in local advertising every year to promote its brand. Without these huge investment guarantees, the weakening of strong brands will happen sooner or later. In mainland China, to maintain a strong brand, you need to invest at least 30 million yuan to 50 million yuan in the brand every year.
Features of a strong brand: Professional brand management
For a brand to be strong, it must be professionally managed and can grow and develop under constant cultivation, promotion, and planning. We must take the role of the brand seriously, carefully disseminate the information represented by the brand, carefully consider the brand's image, and use brand expansion strategies carefully. The quality and performance of the product should fully reflect its superiority. It is necessary to manage prices well, position well, streamline channels, and not avoid competition. Only by regulating the brand and supporting its roots will the power of the brand become stronger and stronger.