Five major misunderstandings in brand planning:

The first misunderstanding: The brand belongs to the enterprise

Maybe it is because the planning time is too long, and Chinese enterprises still always think about problems. From the perspective of the enterprise, it has always been "Consumers, please pay attention to what my brand can bring to you." Regardless of whether consumers are interested or not, print advertising, POP, promotional activities, and publicity will be Mix it in a dish and then sprinkle it on the market to force the message on consumers that this will be effective.

However, society is developing and people's needs are constantly changing. They only pay attention to what interests them.

In fact, from a cognitive perspective, brands belong to consumers. In their minds, you are what kind of brand you are.

Only by conducting in-depth and detailed market research, using the research results in development, manufacturing, and marketing, and then conducting two-way communication with consumers through advertising, promotions, and on-site promotions, can we become "Consumers please pay attention, our "What the brand can bring to them" can truly impress consumers, make them have impulse to buy, and form a certain degree of loyalty to the brand.

Second misunderstanding: Brand fame is everything

When Qin Chi won the "Banding King" title of CCTV, his boss proudly said: "We drive into CCTV every day The TV station has a Santana, and a luxury Audi is driving out. This is to mistake brand awareness for brand assets, thinking that as long as the brand is famous, it can create value.

Therefore, companies put out advertisements and hype at all costs, but they do not know that it has aroused consumer resentment and the brand reputation has dropped greatly!

Now, Qin Chi’s brand awareness is still very high. High, but can its products create any value for the company? In the end, it had to be auctioned at a low price of 3 million yuan.

In fact, brand awareness is by no means equal to brand equity. Brand awareness is the share of a brand in the minds of consumers. It refers to the extent to which consumers can think of the brand when they mention a certain category of products.

The concept of brand equity is much broader, including five major elements: first, brand awareness, second, brand reputation, third, brand loyalty, fourth, brand association, and fifth, brand market performance. These five elements are not independent of each other, but influence each other and stimulate each other's value.

The first four elements represent consumers’ understanding of the brand, and the latter element represents the market’s feedback on the brand. It is very dangerous to blindly pursue high visibility. If it is not based on good product quality, corporate image and other factors, it is tantamount to "suicide".

Therefore, companies cannot blindly pursue brand awareness. Those brands that gain widespread popularity through malicious hype often cannot last long. In addition to improving brand awareness, we must also focus on enhancing the brand's reputation and consumer loyalty to the brand by refining and disseminating the selling points and benefit points of the brand's products, improving product quality, and optimizing services.

The third misunderstanding: A good product is a good brand

In fact, a brand not only includes the impression of brand product quality, but also includes the identification of the brand created by the company (trademark, spokesperson, mascot, etc. ), the company, user image and consumer experience behind the brand.

When we ask consumers what they think of when mentioning a certain brand, the first answer we usually get is the impression of the brand's products. It doesn't matter if you think of the product when you mention McDonald's, because the brand has been prompted. What we really want to know is: the consumer's demand comes from the product, not the brand, but the brand can make him willing to buy. This is exactly the difference between the two.

Many people believe that a high-quality product, a good-looking trademark, and hiring a celebrity to advertise can create a good brand. This is very wrong.

However, the connection between the two cannot be underestimated. The quality and appearance of the product, and even the packaging design, are crucial and determine the reputation of a brand, which we need to pay attention to.

The same product with different labels has completely different meanings to consumers, and even the effect will be different immediately if the packaging is changed.

Especially for the brands of small and medium-sized enterprises, it is often enough to solve a little problem, and then use the little point to cover the whole problem to solve all the problems.

The fourth misunderstanding: Brands do not need personality

Some local brands in China also have personality, but they are not particularly outstanding. There is a household goods chain store "MUJI" in Japan. The products of this brand have become a must-have for many young people in Japan, Hong Kong, and Southeast Asia who pursue quality life. One of the characteristics of this brand is "environmental protection", and the other is " "Simple" is very in line with the taste of young people; this is the victory of brand personality.

There are many reasons why Chinese brands have no personality. For example, advertisers and advertising companies have no concept of brand personality; product innovation is insufficient and homogeneity is serious; advertising strategies are single and no differentiated selling points have been found, etc. .

The fifth misunderstanding: Defeat yourself

Many brand management strategies change at will, and they are quickly replaced before the power of the new strategy can be exerted, which makes the brand management strategy without continuity. .

Many companies change their brand concepts every year and formulate different strategies every year. After working for a few years, I looked back and found that there was no accumulation in the minds of consumers. Talking about something today and a little tomorrow not only confuses consumers, but also wastes the company's financial resources and the confidence of consumers and employees. Beat yourself up.

I just want to build a building. I lay a foundation today, build a few floors, demolish it tomorrow, and build it again. I wonder when the "brand building" will be completed? It should be done on the basis of extensive research. Create a strategy and stick to it, don’t change it at will.

A common phenomenon among Chinese advertisers is that personnel changes lead to changes in brand management strategies and even changes in promotion and execution methods. One leader doing one thing is very detrimental to brand management and growth.