Instructor Peng Xiaodong pointed out in his course "Brand Competitiveness" that several major misunderstandings of local brands in China once said that trademarks do not mean brands, which means that trademarks are an important part of brands, but not all of them.
At present, many small and medium-sized enterprises still have three understandings of brand management: VI manual, advertising and commendation; In the era of Internet, big data and cloud computing, brands are not needed, but brand awareness is needed more. Now enter the era of brand competitiveness, especially in this era and in the future; Brand is very important, the low-end products go online, and the high-end luxury products are the flagship stores of specialty stores, physical stores and image stores. At present, the most important thing is the experience store. Being an experience store also requires competitiveness, which is a kind of living and cultural atmosphere and practicality.
competitiveness is an upgraded version of resource integration: resource integration: a kind of thinking, success depends on teams, not individuals, and there are three principles: (1) discovering resources; (2) reserving resources; (3) integrating resources. Three keys: (1) the same values; (2) complementary capabilities and resources; and (3) reasonable rules of the game. Five steps: (1) Define what I want; (2) Count what I have; (3) Find out what I lack; (4) Find out who has what I lack; (5) Confirm why others give you what you lack (altruism, retention, honesty).
five elements of business game: PARTS1 for short. Participants, participants; 2. added value, Added values；; 3. rules, rules; 4. tactics, tactics; 5. Scope, scope, three elements of the success of competitiveness: Impact, Intimacy and Vision. Six major effects of competitiveness: 1. Scale effect 2. Cost effect 3. Synergy effect 4. Innovation effect 5. Growth effect 6. Time effect.
Why should we learn brand competitiveness? World brand value ranking: among the top 1 brands, the United States accounts for 9, France for 1, and among the top 5 brands, the United States accounts for 32. In the top 1, none of the enterprises in China were shortlisted. Found the problem: some people think it is expensive to produce a bag in 5 yuan and sell it in 1 yuan, but some people think it is worth it if LV sells it in 1 yuan and Hermes sells it for 1, yuan. Summing up the phenomenon: more than 95% of entrepreneurs in China are engaged in products, not brands; Operating products is the weakest link in the commercial industrial chain. Profit distribution: Apple sells an MP3 for $299 in the United States; Apple earned $114 by itself, and distributors, agents and parts suppliers divided $181, leaving $4 for us in China to mark "Made in China".
reflection: as far as our nation is concerned, we are not short of resources; We are in a weak position in the brand competitiveness of the whole world. Reality: Many entrepreneurs are in the process of running their enterprises: if they blindly fight the price war and just sell the value of their products well, it will be difficult for us to be competitive in the international arena.
products make small money, brands make big money, products sell value, and brands sell added value. In wartime, competition between countries is on the battlefield; in peacetime, competition between countries is in shopping malls, big countries rise and the economy comes first. Phenomenon of brand management by entrepreneurs: most entrepreneurs still don't know how to make a brand, and they don't understand the system of brand recognition and introduction. They grasp by feeling and do it by idea. Many times, the brand made by such entrepreneurs is "accidental success and inevitable failure" < P > Peng Xiaodong's mentor thinks: "Without a systematic brand system, the bigger the enterprise, the more dangerous it is. No brand, just a small business or earn some hard-earned money! Enterprises that don't understand the brand and don't value the brand will end in one word-death! Die in pain!
entrepreneurs, please reflect: why did Apple become the first brand in the world in only five years? Why did Samsung become Apple's strongest competitor in just two years? Why did Kodak, one of the top 5 companies in the world, suddenly close down?
why did the top 1 Japanese companies producing digital cameras lose money this year? Why did WeChat completely collapse the short message services of the three major communication companies in China (China Mobile, China Telecom and China Unicom) in only half a year? Times have changed: are you ready for the era of great competition? What should we do? The era of great competition is not only the competition of brands, but also the competition of categories. Many times, "our company has died and we don't even know who our real competitors are;" The rise of our enterprise, the real competitors may not be our peers. "How to find our competitiveness in the era of great competition and how to correctly judge our position in the market? This is an arduous problem faced by most of our entrepreneurs!
There are more brands, less cooperation, more brands, less competitiveness, more brands and less core values. It is especially sad that many small and medium-sized enterprise chairmen and presidents have not realized the importance of brands or realized that they really don't know how to do it. 99% of the small and medium-sized enterprise directors have not received professional, systematic and comprehensive brand management study. 11 misunderstandings of SME brands, 6 diseases of local brands in China, and 123 model of building a strong brand; How to convince customers of the brand? Peng Xiaodong's seven brand management systems: competition-positioning-differentiation-focus-communication-integration-competitiveness.
what is a brand? Simply put, it is five words: fast, many, long, expensive and long; Sell fast, sell more, sell for a long time, sell expensive and sell for a long time; What is brand management? Brand is the process of giving users dreams through stories. In the era of Internet big data, users' thinking experience is king. There is no truth in the world, only cognition!
Several problems should be paid attention to in brand positioning: 1. How to let consumers find you; 2. How to make consumers pay for your products; 3. How to realize repeated purchase; 4. How to make consumers buy more.
We analyze these four points one by one: 1. Discovery = traffic. We do optimization and natural search to make it easier for consumers to find you; 2, purchase = transformation, the essence is that at least on the page, the product can accurately express the visible value that can be brought to consumers, and then lead to purchase behavior. 3. Repurchase = customer recognition and accumulation. This requires the product to be "worthy of the name" and let consumers identify with it psychologically. 4, buy more = association. How to relate depends on the one-to-one brand association rooted in consumers' minds.
The misunderstanding of brand positioning: 1. It is not the product that determines the brand, but the brand that determines the product; 2. It is not the product that determines the customer's purchase, but the brand that determines the customer's purchase; 3. The brand realizes communication with customers, and the product provides consumption value for customers:
What should be paid attention to in brand positioning? 1. Positioning should be able to create the core value of the enterprise. 2. Being able to establish a long-term and solid relationship with consumers. 3, to guide the direction of the enterprise's product development and marketing plan. 4. It has high recognition. Start-up brands are immortal. One is to differentiate a new category and firmly occupy the second is to name a good brand. 3. A set of visual hammers. 4. Design a good brand story 5. User experience such as products commensurate with positioning. 6. Connect with users based on social media.
Eight laws to crack the marketing power of high-end brands: 1. Achieve value marketing power. 2. Successful consultative marketing power. Third, the marketing power of circle contacts. 4. Marketing power of innovative arts. 5. Marketing power of leisure activities. 6. Cross-border thinking marketing power. 7. Marketing power of high-end media. Eight. Scene-aware marketing power.