Do a good job in creating famous brands

1. Market research and product positioning are the prerequisites for creating famous brands

Enterprises create famous brands, which ultimately serve the market. As for the characteristics of products required by the market, specific requirements for product design and modeling, there must be detailed market research. Therefore, to create a famous brand, we must first know that "sharpening the knife does not make a mistake", and we must conduct in-depth, comprehensive, concrete and meticulous research on the market, collect relevant demand information, seize important information and make scientific decisions accordingly. At the same time, enterprises should accurately grasp the market positioning according to their own advantages and characteristics, cultivate certain characteristics for their product creation according to the importance consumers attach to certain product attributes, establish corporate image and strive for a favorable market position.

2. Quality is the lifeline of an enterprise.

Quality is the foundation of brand creation and development. Brand-name products have a special deep understanding of quality: two changes in product quality standards, from adopting domestic standards to focusing on international standards, from meeting the inherent physical and chemical indicators of goods to meeting user requirements and satisfying users. Enterprises in China must establish high-level internal control standards. Only by establishing a high-level management technology and system as soon as possible can we establish an optimal communication mode with consumer groups.

3. Do a good job in brand naming

Brand naming is a science, which is the foundation of brand building. "the name is irregular and the words are not smooth." Good commodity naming is worth a thousand words. A well-known brand can win its love only if it can be remembered by consumers, called loudly and spread quickly, and its meaning can adapt to consumers' psychology. A good brand name will pay attention to its pronunciation, with connotation, simple and unique, clearly convey the product positioning, rich in product functional association, and pay attention to its cultural background. For example, the trademark "Red Bean" is ingenious and unique, and "as a symbol of our love" evokes the feeling that people need a happy life, thus laying a solid foundation for the brand and winning rich profits for the merchants.

brand management

brand management is a complex and scientific process, and no link can be omitted. The following are four links that successful brand management should follow.

the first step: sketch out the "essence" of the brand, that is, describe the rational factors of the brand. First of all, find out the tangible manpower, material resources and financial resources that can be outlined by facts and figures, and then describe what manpower, material resources and financial resources need to be added according to the goal to enrich the essence of the brand. This includes the information of consumer groups, the composition of employees, the relationship between investors and strategic partners, the structure of enterprises, the market situation, the competition pattern and so on.

the second step: to master the "core" of the brand is to describe the perceptual factors of the brand. Because brands have thoughts and feelings besides body and limbs, we must understand the cultural origin, social responsibility, psychological factors and emotional factors of consumers when we understand the core of existing brands. According to the goal to be achieved, reposition the core of the brand and list the emotional factors that need to be added one by one.

the third step: find the soul of the brand, that is, find the brand's unique strategy. Through the understanding and evaluation of the rational factors of the brand in the first and second steps, the soul of the brand and its unique positioning and publicity information are sublimated. People like to eat McDonald's, not because it is "junk food" (actually not good for their health), but because it brings a sense of peace and happiness to children and adults. People like Disneyland not because it is a simple game place, but because people can find their childhood dreams and fun there. Therefore, the brand is not the product or service itself, but the imagination and feeling left to people. The soul of the brand represents such feelings and feelings.

the fourth step: brand cultivation, protection and long-term care. Brand formation is easy, but maintaining it is a difficult process. Without a good brand care strategy, the brand can't grow. Many brands only spend a lot of money on advertising to increase customer resources, but because they don't know the scientific process of brand management, after gaining popularity, they no longer pay attention to the changes of customer needs and can't provide the promised first-class service. Disappointed customers can only choose a new brand reluctantly, resulting in spending a lot of money and getting a short-lived brand effect. Therefore, the focus of brand management is brand maintenance.

Brand development

1. Brand development should be carried out with reasonable brand extension

A study on the products with large sales volume in American supermarkets shows that two-thirds of the successful brands in the past decade are extended brands, not newly listed brands. Brand extension has become the core of the development strategy of western enterprises. For example, after the brand extension of Nestle Coffee, baby milk powder, condensed milk, lemon tea, ice cream and other products are all very popular, which shows the strategic significance of brand extension.

The China market is still in a state of lightweight competition, so brand extension will have more chances of success than developed countries in Europe and America. Information from the front line of domestic marketing practice also shows that brand extension has strong vitality in the whole China market. Haier, Wahaha, Robust and BBK all developed rapidly through brand extension. For example, the sales of Robust before the brand extension was only 4 million yuan, and it reached nearly 2 billion yuan in less than one year after the extension. The brand extension accelerated the development of Robust, which shows the magic of brand extension.

2, innovation can make the brand have lasting vitality

Brand innovation is the vitality and value of the brand, and it is an important measure to obtain the psychological effect of the brand. Famous brands are not "lifelong system". In today's information transient and new products are constantly emerging, they will be replaced by competitors without a little effort. Although there are profound technical, cultural and management elements in old famous brands, they must be passed down from generation to generation through unremitting efforts of modern people and continuous injection of information of the times. Innovation is multi-angle and all-round. It is not only a technical innovation, but also a conceptual innovation. We should have a sense of urgency and advance. To innovate in human resources, employees of enterprises should forge ahead, deliberately improve and constantly supplement new knowledge; Innovation in the market, constantly studying emerging consumer groups and consumer classes, and opening up more market segments; Management innovation, management institutions and means make rapid adjustments according to market changes to ensure efficient, flexible and streamlined management.