Seven steps to establish a brand

Brand design: It is the design expression of brand positioning. The focus of design is to allow customers to clearly see the value and benefit points; including brand logo design, brand Advertising slogan design, channel image design, etc.

Brand marketing: Let customers know and be able to purchase the brand's products or services. Let the customer feel that he needs such a product or service; when he wants to buy it, he knows where to buy it and can buy it.

Brand start-up: It is when the brand’s products or services allow customers to try them for the first time. When a customer makes the first attempt, he or she achieves sales and establishes a relationship with the brand. If the relationship is good, it is likely to be maintained.

Brand formation: refers to the fact that after customers purchase and use the product, they make repeated purchases or recommend it to others, which means the brand is truly formed. At this time, large-scale advertising will have greater effectiveness.

Brand management: It is to adjust and manage the brand in a timely manner based on the customer's impression of the brand, such as conducting brand public relations, improving brand awareness and reputation, or adjusting the brand's positioning and brand design. etc., so that the brand can continue to be chosen by customers.

Brand positioning process

Brand positioning process For a brand, it is a complete process from the beginning of its positioning to promotion and acceptance by consumers and the market. Brand positioning is mainly divided into three stages: first, analysis of various influencing factors of brand positioning; second, formulating a brand positioning that suits itself. 3. Choose an appropriate positioning and publicity strategy.

1. Analysis of factors affecting brand positioning. This stage is the most important stage in the entire management process, which involves analysis planning and analysis execution as well as analysis control. During the positioning analysis process, five factors need to be taken into consideration: social environment, customer needs, market environment, competitor positioning and one's own products.

1． Social environment analysis. Enterprises will encounter different social environments at different brand stages, where social environment refers to the external environment faced by the brand, including political environment, legal environment, environmental pollution and other issues. In the process of competing with pure water brands such as Robust and Wahaha, Nongfu Spring launched a water war and encouraged primary school students to conduct experiments on daffodils, positioning itself as "natural water" precisely because of concerns about environmental pollution. consider.

2. Customer needs analysis. Customer demand analysis mainly starts from customer psychology. Under a certain social background, we understand the distribution of the main customers they face in terms of culture, income, age, etc., and analyze their main consumption characteristics by combining the above factors. and their psychological needs. Only by formulating your own brand positioning based on the results of customer demand analysis can you meet customer needs. Customers can only see what they want to see and taste what they want to eat. Only the positioning that meets the needs of customers can be felt by customers.

3． Market environment analysis. Market environment analysis is mainly based on considering changes in the market environment. As the brand develops, the market environment will change accordingly at different brand stages. It mainly includes changes in product demand, changes in product technology, changes in consumer composition and consumption habits, etc.

4. Opponent positioning analysis. Opponent positioning analysis is also one of the most important factors in the analysis process. Only by analyzing this factor can we adopt the correct brand differentiation strategy to make ourselves stand out. When conducting competitor positioning analysis, it essentially involves market segmentation. Through research on existing brands on the market, or repositioning them, find a positioning that is different from them.

5. own product analysis. Own product analysis is an internal environmental analysis conducted by the brand. This stage emphasizes that the product's own characteristics must meet the needs of customers and meet the needs of the market. Only products that meet customer needs can support the brand positioning based on this. There was once a craze for "conceptual marketing" in the Chinese market. They believed that products are not the most important. As long as the marketing planning is done well and new marketing concepts are proposed, they will be recognized by the market and favored by consumers. However, if the product is not up to par, no matter how sophisticated the brand positioning is, it will not be successful. This will not only harm the interests of customers, but also harm the long-term development of a brand.

2. Establish brand positioning.

The establishment of brand positioning is based on the results of the above brand positioning analysis. The main tasks at this stage are to understand the social environment, market environment and customer needs, and to establish accurate positioning based on the characteristics of one's own products and the positioning of competitors. This stage plays a connecting role in the entire brand positioning management process and is the prelude to the brand positioning. The establishment of brand positioning is to refine the core value of the brand, find out the connotation of the brand based on the analysis of different factors, and establish a unique image of the brand. For example, the image of Very Coke is a national brand, and Haier is a representative of service. This image can be displayed through a simple advertising slogan, such as Mengniu's "Only for quality life", or a series of marketing activities.

3. Display of brand positioning. The display of brand positioning refers to displaying the brand's positioning to target customer groups through a series of marketing activities. The display of brand positioning includes advertising display, public relations display, personnel promotion display and sales promotion display, etc. In addition, you can also display your own positioning through price. For example, Haagen-Dazs, the world's most expensive ice cream, uses price to display its noble image to customers.