Corporate brand management strategy

As a kind of intangible asset, brand has become increasingly prominent in market competition. How to shape and operate corporate brands has become an important issue we face. . The following analyzes the problems existing in corporate brand management and proposes solutions for your reference.

1. Problems currently existing in brand management of Chinese enterprises

1. Weak brand awareness and lack of urgency to implement brand strategy

Although some companies also know The implementation of brand strategy is important, but in the name of it being a systematic project and needing to be taken slowly, it is shelved on the shelf, and the focus is blindly focused on sales. It is believed that product quality is the key to victory, and the existence of the brand itself is ignored. Value, forgetting that a brand is not only unique, but also enduring.

2. Brand management is not in place

Although some companies have the idea of ????managing brands, the brands they launch do not have distinctive characteristics and uniqueness. The lack of due cultural heritage has caused it to be short-lived in the fierce market competition: some companies see that their brands have occupied a certain market share, and then relax their supervision of product quality and forget about the quality of the products. It is the top priority that determines whether a company can survive. If quality cannot be guaranteed as it should be, then such brands will gradually lose their market competitiveness; although some companies have their own brands and registered trademarks, their publicity efforts and advertising operations are not in place, resulting in Its effectiveness is greatly reduced.

3. The form of brand promotion is single.

There is no other way to promote brand except advertising. Companies believe that as long as consumers can see with their eyes open and hear with their eyes closed, the purpose of publicity has been achieved. Under this concept, huge sums of money are invested in advertising. As a result, the number of ads has increased and the coverage rate has been improved. However, the proper advertising creativity, public relations methods, marketing strategies and other methods that can better promote the brand have been forgotten by people. This results in a single form of brand promotion and a uniform style. Lost its appeal to consumers.

4. Enterprises have weak trademark legal awareness

Some companies have carefully researched and developed their own brands through a large amount of manpower, material resources, and financial resources. However, they were banned because they did not register in time. Competitors have taken the lead, resulting in a large loss of their own brands and consumer groups; although some companies have completed the registration of their own brands, they have only registered a single product trademark and no service trademark. As a result, others have taken the lead and the service has been Taking the trademark as their own, they can obtain considerable improper profits without any effort; some companies think that everything will be fine if they register a trademark domestically, but they never thought that their brand would be registered abroad by others. As a result, it is difficult to develop international markets.

5. Short-sightedness in brand maintenance

Short-sightedness in brand maintenance, only focusing on short- and medium-term gains, and not being prepared for long-term operations. On the one hand, creating a brand is a long and arduous process. We must know that consumers have a process of understanding new products that have just been launched. The only way to shorten this process is to make them willing to accept it, and slowly move from acceptance to acceptance. On the other hand, when some companies are developing well and product efficiency is steadily improving, they unconsciously relax their vigilance and forget to be prepared for danger in times of peace. Brand management requires long-term persistence.

2. Effective ways to improve corporate brand management

1. Update business philosophy and promote new brand strategic awareness

We must know that implementing brand strategy is the key to current Competing for market share in stages is one of the fundamental means for enterprise survival and development. Enterprise operators and managers must constantly learn modern business knowledge, update their business philosophy, grasp the latest trends in domestic and international business development, seize opportunities in a timely manner, and implement and promote the company's brand strategy.

2. Gradually establish a complete brand management strategy

First of all, it is necessary to establish the goals of the company's implementation of the brand strategy, including improving brand competitiveness and market share, enhancing corporate image, and improving Consumer brand loyalty, increased sales, etc.

Secondly, in addition to considering the size of the product line itself, special consideration should be given to the interaction between different products or different product categories. Thirdly, consider the company’s own advantages such as size, strength and reputation.

3. Strengthen the legal protection of corporate brands

In today's society, various legal systems are becoming increasingly perfect, and we must learn to use legal means to protect our own brands. To complete systematic trademark registration, you must register not only domestically, but also abroad; not only register the company's product trademarks, but also do not neglect the registration of service trademarks. When necessary, take up legal weapons in a timely manner to protect your brand. As for counterfeit and infringing acts, once discovered, they should be reported promptly and handed over to the local industrial and commercial authorities for severe punishment.

4. Improve the reputation of your own brand through advertising and other methods

If a company wants to expand the popularity of its brand, it can start from the following points: First, it is necessary to clarify the purpose of the corporate brand. For publicity purposes, after carefully studying the current market situation, we will come up with a complete advertising plan and select the best ones for implementation. We will complete strong cooperation with various media on the premise of fully predicting the advertising effect. . Secondly, we must analyze the advertising market from a market perspective, and have a certain grasp of its characteristics, scale, opportunities, advantages and disadvantages, and other relevant information. On the basis of analyzing these market information and related materials, we determine the advertising strategy based on the needs of consumers, combined with the competitiveness of our own products and the final marketing goals to be achieved. Once again, we need to innovate in the brand's advertising form and inherent meaning. Avoid a single situation and repeat the same old tune, and build a bridge between products and consumers by creating a unique brand image. Finally, choose the appropriate media for your brand promotion. It is not necessarily the best, but it must be the most suitable for you to achieve the best publicity effect.

5. Ensure the good reputation of the brand from beginning to end

Enterprises must fully realize that quality is the basis for survival and development. It is not only necessary to ensure excellent quality at the beginning of a business, but more importantly The key is to always maintain first-class quality. From the perspective of long-term development, establishing long-term relationships with consumers not only ensures that current customers accept your products, but also ensures that their next generation and the next generation have the same desire to buy. It can be seen that brand is very important, not just technology, but also to establish a good relationship. Cultivate the brand carefully, integrate the company's emotions towards consumers into brand operation and management, and win a broader consumer market and a broader consumer group for the company now and even in the future! ;