How to carry out brand management

Introduction: Now I will bring you the brand management method, I hope it can help you, thank you for reading, and I wish you a happy reading.

1. What exactly is a brand? Why is brand management needed?

To quote Mr. Jeff Bezos, founder and CEO of Amazon: "Brand refers to the relationship between you and your customers." In the final analysis, what matters is not what you promised them in advertising or other publicity, but what they responded to and how you responded to it. For us, word of mouth is extremely important. To put it simply, In other words, your brand is what people say about you privately. ?I personally believe that brands have personalities just like people, and they need to be displayed in a three-dimensional way. In addition, brands must establish close relationships with consumers to survive. In other words, brands must be rooted in people's lives in order to maintain and grow the brand. ; Therefore, we must take into account both the emotional and rational needs of consumers to truly meet the needs of customers, because customers use their hearts and brains to choose brands.

2. There are some misunderstandings about brands in the traditional economic environment

1. Brands must be cultivated for a long time before they can be formed. But in fact, a brand can still be formed in a short period of time with successful management and planning;

2. The brand is only for targeted target customers. In fact, brands can be widely accepted;

3. Only advertising can shape brands. But in the new economy and information age, advertising is only one of the means to build a brand;

4. Brand is for products. But in fact, branding is a larger concept;

5. Building a brand requires a lot of money and a big budget. But what a brand really needs is careful planning and management;

6. Brand is the concept of the market. In fact, brand is a concept of capital and finance, because the value of the intangible assets of the brand can increase the performance of the enterprise hundreds of times. Investors will also prefer a brand because of its efficiency.

That is to say, under the WTO environment and driven by the Internet, paying attention to "brand management" is becoming a fashion. What makes people start to pay attention to brand management? First of all?

Changes in media: the audience and readers are decreasing; the increasing development of new media; the emergence of small and medium-sized media; the popularization of cable TV networks; the rapid development of the Internet .

Consumer changes: consumer demands have increased; consumers have become more picky; consumers prefer to seek entertainment and excitement; consumers have also learned to bargain and compare; consumer demand levels have increased and consumption habits have increased changes.

Changes in the market environment: competition becomes more intense; product and quality differences decrease; the consequences of vicious competition; brands’ differentiation strategies are challenged; product substitutability increases; and the impact of international brands.

Changes in the enterprise itself: product innovation is challenged; talent mobility increases; organizational structure faces challenges; corporate culture obstacles; troubles of insufficient funds; market fragmentation and instability, etc.

Due to the above four obvious changes, in the future, it will be difficult for products or services without brands to survive for a long time. Only successful brand management can achieve sustained growth and future glory.

3. How to carry out successful brand management?

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

The first step: outline the essence of the brand, that is, outline the rational factors of the brand.

First find out the brand’s existing tangible human, material and financial resources that can be outlined with facts and figures, and then outline what additional human, material and financial resources need to be added based on the goals. Only then can the essence of the brand be enriched. This includes information about consumer groups, the composition of employees, relationships between investors and strategic partners, corporate structure, market conditions, competitive landscape, etc.

The second step: Grasp the core of the brand, that is, describe the perceptual factors of the brand.

Because brands, like people, have thoughts and feelings in addition to bodies and limbs, so when we understand the core of an existing brand, we must understand its cultural origins, social responsibilities, and consumers’ psychological factors. and emotional factors and taking emotional factors into account. Based on the goals to be achieved, reposition the core of the brand and list the perceptual factors that need to be added.

The third step: Find the soul of the brand, that is, find the brand’s unique strategy for seeking differentiation.

Through the first and second steps of understanding and evaluating the rational and emotional factors of the brand, the soul of the brand and its unique positioning and promotional information are sublimated. People like to eat McDonald's, not because it is "junk food", but because it brings children and adults a sense of peace and happiness. People like to go to Disneyland not because it is a simple amusement park, 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 it leaves 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, a brand cannot grow. Many brands only rely on spending a lot of money on advertising to increase customer resources. However, because they do not know the scientific process of brand management, after gaining popularity, they no longer pay attention to changes in customer needs and cannot provide the promised first-class services, leaving disappointed customers. They had no choice but to choose a new brand, resulting in the brand effect obtained by spending a lot of money being short-lived. Therefore, the focus of brand management is the maintenance of the brand.

In the past, when people talked about brands, they often thought of the trademarks of products or companies. The real brand is a process that starts from a reputation brand and then moves into an emotional brand. How to make the product rise from trademark to credibility and finally to emotion?

4. Four key elements of brand management

The first element: establishing excellent reputation

Because credibility is the foundation of a brand. Brands without credibility have little way to compete. After the WTO, the hot spot among many foreign brands competing with local Chinese brands is credibility. Due to the standardized management and operation systems that foreign brands have formed around the world over the years, consumers recognize the credibility of their brands far more than local brands. The starting point for local companies to compete with multinational brands is to establish credibility, not by relying on hype, but by improving management levels, quality control capabilities, mechanisms to improve customer satisfaction and improving the quality of the team. Chinese companies must immediately begin to study changes in customer needs and continuously innovate products or services with personalized functions that can meet their different needs. The future of brand competition will be determined by speed. Only brands that understand market changes and changes in customer consumption habits at the first time can adjust their strategies as quickly as possible to adapt to the changing environment and ultimately capture the market.

Second element: Strive for broad support

Because without the full support of all levels of the enterprise value chain, the brand is not easy to maintain. In addition to customer support, support from the government, media, experts, authorities and dealers is equally important. Sometimes, we also need the support of celebrities and use their influence to increase the credibility of our brand.

The third element: establishing an intimate relationship

Due to the dynamic changes in customer needs and the increasing opportunities to obtain information, providing customers with personalized and diversified services has become the only way way. Only those brands that have established close, long-term relationships with their customers will be the final winners. Therefore, domestic and foreign brands are now sparing no effort to find ways to establish direct contact with customers and maintain customer loyalty.

The fourth element: increasing opportunities for personal experience

Customer purchasing habits are undergoing tremendous changes. There are fewer and fewer opportunities to make purchase decisions based on information in advertisements alone. Consumers need to try or experience something before buying it before deciding whether to buy it. Therefore, the challenge of maintaining and promoting the brand becomes how to allow customers to fully understand the quality and functions of the product or service in the most convenient environment without spending too much time and energy. This satisfying customer experience can increase customer trust in the brand and create a desire to purchase.

For any brand, the index measuring the four elements of the brand can be customized and become a special index. These indices can become a baseline for brand evaluation and provide a basis for tracking and measuring changes in brand image. Brand management index includes credibility index, relationship index, support index and personal experience index.

Five. Value Laws of Brand Management

The first value law: optimal management

Enterprises that follow this law pursue optimized management and operations, it provides moderately good products and services and meets customers at the best price and in the most convenient way. Such a company does not rely on product invention or innovation or establishing close relationships with customers to gain market leadership. On the contrary, it relies on low prices and simple services to win the market. For example, Wal-Mart in the United States is a successful example of this type of company. Wal-Mart continues to seek new ways to reduce costs and provide customers with more comprehensive and simple services. The cooperation between Wal-Mart and YAHOO will enable Wal-Mart to continue to maintain its leading position in the global retail of daily consumer goods.

The Second Law of Value: Optimized Products

If a company can focus on product research and development and continuously launch new generations of products, it may become a product market leader. Their commitment to their customers is to continually provide them with the best products. Of course, it is not possible to become a product leader by relying on a new product, but it is necessary to have new products or new functions year after year to meet customers' new performance requirements for products. For example, Intel is the product market leader in the computer chip field; Nike is the mid-level product market leader in the sports shoes industry. The competitive advantage of these product market leaders does not lie in the price of their products, but in the actual practical effects of the products, that is, the "performance behavior" of the products.

The third law of value: Intimate customer relationships

Companies that follow this law focus on how to provide specific customers with the services they need rather than on satisfying the entire customer base. on market demand. They are not pursuing one-time transactions but establishing long-term, stable business relationships with selective customers. Only by establishing a long-term and stable relationship can we understand the unique needs of customers and meet these special needs. The belief of these companies is: we understand what our customers want, and we provide our customers with a full range of solutions and after-sales support to achieve their long-term goals. For example, Airborne Express is a company that has become an industry leader through close customer relationships. A business that starts with its customers and delivers services that exceed their expectations has made Airborne Express a highly regarded courier company in a very short period of time. ;