Introduction to brand promotion
Brand promotion refers to a series of activities that enterprises shape their own brand image and make it widely recognized by consumers. The main purpose is to enhance brand awareness.
There are many self-help websites in the market, and brand promotion must guide all marketing (communication) activities of enterprises with brand core values, that is, any marketing advertising activities such as product research and development, packaging design, advertising, access strategy, terminal display to the streets and even media interviews. , must show the core values of the brand. In this way, consumers can feel the unified image of the brand whenever they come into contact with the brand, which means that every marketing and advertising fee is deepening consumers' memory of the brand.
Brand promotion strategy
brand promotion
The core task of brand promotion is to realize brand marketing.
However, in the process of brand marketing, marketing activities often become the footnote of capital management: small enterprises are often at a loss when faced with the high advertising promotion expenses required for brand promotion; Enterprises with strong capital strength should also face the situation like? Pump? The same advertising fee and profit? Shrinkage? . Is brand building fair? Giants? To be qualified to stage a passionate play?
brand management
As we all know, the brand promotion of many enterprises is entrusted to the marketing department or planning department, marketing department and other departments similar to the brand center function, and the responsibilities of these departments are to sort out the company's medals, collect the company's title, publish some favorable company information in publications, and conduct bidding management for creative design companies responsible for advertising image. , which become the daily brand management of enterprises? Important work? .
Brand creation
When the market segmentation is deeply understood by enterprises, the product line of enterprises is also extended, and the product positioning under the guidance of brand strategic planning is becoming more and more obvious? Fashion? practice When a new product appears, it is often given more responsibilities. The stronger the product and the more advanced the technology, the more it is regarded as owned? Star brand? The potential, especially the x999 strategy of computer brand, and the elaborate planning of high-end and high price, soon emerged? Go high and go low? Situation.
Four strategies of brand promotion
1. Product strategy: Enterprises adopting online brand marketing must define the positioning of products and brands, subdivide the positioning of products and services, accurately locate the target consumer groups, and clarify which products are more in line with the needs and hobbies of online consumers. The efficient combination of product and customer orientation can not only make enterprises get higher profits in online marketing, but also save the cost of product promotion in traditional channels.
Second, promotion strategy: Similar to online advertising, online brand marketing promotion also has its own promotion strategy. Network promotion can save a lot of promotional staff costs and financial expenses for enterprises, greatly expand the scope of enterprises to tap potential consumers, form cooperative alliances with non-competitors with rich network resources, and broaden the consumption level of products. It is suggested that enterprises should formulate promotion strategies according to their own culture to maximize the effect of promotion and brand marketing.
Third, channel strategy: the formulation of channel strategy should be based on the principle of making consumers more convenient. It is suggested that enterprises should expand the extension of their products according to their own products and combine them with related products of other enterprises to enhance the attractiveness and attention of their own products. At the same time, corporate websites should publish promotional information, new product information and company dynamics in time, and pay attention to providing various payment methods for consumers to choose from in the online shop of the company website, so as to increase the possibility of sales transactions.
Fourth, price strategy: price strategy is one of the more complicated problems in online brand promotion, and it is the key point that enterprises can't ignore. Price strategy is a direct dialogue between the marketing cost and price of online brands. Online information is fully open, and consumers can easily compare the prices of similar products. How to guide consumers to make a purchase decision is the key. Enterprises should fully display their own characteristics and advantages while emphasizing the cost performance of products. At the same time, we should remind them to adjust the price strategy in time. When the brand of an enterprise has accumulated to a certain stage, an automatic price adjustment system can be established to adjust the price in time according to factors such as cost, market supply and demand, and price positioning of competitors.
Four elements of brand promotion
It is not difficult to see that enterprises must have a solid quality foundation in implementing brand strategy. If the product quality is not high, it is impossible to get the favor of consumers, let alone achieve the so-called brand effect. At the same time, it is necessary to improve service quality, strengthen promotion and publicity, stress economies of scale, and better play the role of brand strategy. In the future, the legal framework should be used to protect and consolidate the brand-name position of products in the market and enhance the overall competitive strength of enterprises.
Cornerstone quality
High quality is the solid foundation of the brand, and some entrepreneurs even think that quality is the life of the brand. Only by constantly introducing high-quality new products can we have a lasting brand in the market competition, which is the successful experience of world-renowned enterprises. Without the foundation of quality, there is no way to talk about brands. Haier has become an enduring brand mainly because consumers have affirmed the quality of its products. Haier Group has created a set of self-contained management methods: Nissin Daily Real Management, which has become an important guarantee for enterprises to win by quality. Before 1950s, Japanese goods were synonymous with inferior products. In 1970s, Japan put forward the concept of quality management. Since then, Japanese famous brand products have dominated the world. Facts have proved that only by relying on quality can we occupy the market, realize benefits, improve the overall quality of enterprises and promote a virtuous circle. Therefore, to implement brand strategy, we must establish a perfect quality management and quality assurance system and stick to it unswervingly. Quality first, win by quality? The management idea is to produce more high-quality products and brand products with high added value, and realize the transformation from extensive management to intensive management by grasping brand production. ?The international standard is the crystallization of successful experience in quality management and quality assurance in developed countries. The standard was transformed into Chinese national standard and formally implemented, starting from 1988, and 1992 was changed from equivalent adoption to equivalent adoption. Actively adopting ISO9000 series international standards is an important measure to promote Chinese enterprises to improve the quality system, improve product quality, implement brand strategy and enhance market competitiveness.
Catalyst service
To implement brand strategy, we must have the concept of overall product, that is, products should include core products, formal products and extended products. For example, satisfying people's demand for watching TV programs is the core function of TV sets, while different brands and different qualities are the formal functions of TV sets, and the service work of sales is the extended function. The extension layer includes pre-sale, in-sale and after-sale services, including warranty, guidance, delivery, installation, debugging and settlement. The reason why a good service system can accelerate the formation of a brand lies in that high-quality service can not only ensure the correct use of high-quality products and fully reflect their quality advantages, but more importantly, in the service process, employees can build emotional bridges and establish good relationships through direct contact with customers, thus improving customer loyalty and maintaining customers. Is this advocated today? Relationship marketing? The core connotation of. Brand is supported by its own huge customer base, and high-quality service is the catalyst to form this customer base. Duckling Group is well aware of this. They regard the vast sales market as an extension of the production line, and regard serving users as an extension of quality management. While paying close attention to scientific and technological progress and quality management, they also pay close attention to service quality, so as to fully integrate with the international community in the service field. As early as 1995, Xiaoya Group introduced to the society? Value-added services? Provide for consumers? Beyond convention, beyond the value of the product itself, beyond the psychological expectations of users? All-round family service to win customers.
Amulet method
Based on the importance of brands, there are many cases of infringing brands, or counterfeiting trademarks, or copying trademarks for similar inferior products, or registering first. Fake and shoddy products have reached the point where they are everywhere. From the microscopic point of view, counterfeit brands hurt a certain brand and a certain product. From a macro point of view, it hurts the interests of the whole society and the legitimate rights and interests of consumers are infringed. More seriously, it has a huge negative and destructive effect on the development of the whole social productive forces. Therefore, the whole society should attach importance to anti-counterfeiting work, and enterprises should use legal weapons to protect brands. First, multi-directional registration to prevent others from infringing. For example, Hodo Group Co.,Ltd. Co., Ltd. registered defensively on 35 product trademarks and 8 service trademarks. Second, technical protection. Enterprises should use patent law and other laws to protect themselves. Those who can apply for patented technology must apply to enjoy the right to manufacture, sell, use and transfer products. Third, counterfeiting. Using legal weapons to actively carry out anti-counterfeiting activities can not only protect enterprise products and protect consumers' interests, but also strengthen brand image and gain great news value. Fourth, government support. In view of the illegal acts of counterfeiting famous brands, the relevant departments should not only establish a series of effective laws and regulations, but also allocate special funds to take the form of joint government and enterprises and cross-regional joint efforts. , and timely organize to crack down on counterfeit and shoddy activities to protect brand rights and interests.
Trade promotion
In brand promotion activities, more money is spent on transactions than on bonuses for consumers. Brand operators spend money in transactions to achieve the following objectives:
First of all, transaction promotion can persuade retailers and wholesalers to operate brands. Because the shelf position is difficult to obtain, brand operators often have to rely on providing discounted goods, discounts, return guarantees or free goods to obtain shelves. Once on the shelves, it is necessary to maintain this position, which is conducive to improving brand awareness.
Secondly, trade promotion can stimulate retailers to actively promote brands by promoting product features, displaying and reducing prices. Brand operators may demand that goods be displayed on the sidewalk of the supermarket, or that the decoration of the shelves be improved, or that notices of price reduction be posted. They can offer discounts to retailers according to the completion of tasks.
Due to the growing strength of retailers, the expenditure of brand operators on transaction promotion has an upward trend. If a competitive brand unilaterally suspends the discount, the middleman will not help him promote the product. In some western countries, retailers have become the main advertisers, and they mainly use the promotion subsidies of brand operators.