With the prominent role of brand, more and more companies are now beginning to pay attention to brand building, and have begun to cooperate with corporate marketing planning companies to formulate brand promotion plans, which can expose consumers to more More brand information, thus achieving a lot of promotion and publicity effects. But sometimes a company's misunderstanding of the brand will also affect the shaping of the corporate brand and the development of the company, so let's take a look at what misunderstandings there are!
1. Treat famous brands as high-value brands. The popularity of a famous brand is only one condition for high value. A brand only has popularity and cannot form an overall effect that dominates customer purchasing behavior. Many companies have invested heavily in advertising and have gained fame but not money. This is because the brand connotation is not rich, the positioning is inaccurate, and the media is improperly selected.
2. Think CI is the brand. CI is corporate image design. Brand is inseparable from corporate image, but it is also a set of strategic elements independent of corporate image. The two cannot be confused.
3. Focus on making good tea products and ignore brand building. Some people think that as long as the product is produced and sold well, it does not matter whether it has a brand or whether the brand is strong or not. In fact, there are many similar products or substitute products competing with each other on the market, and there is not much difference in performance and quality. Only relying on product and price competition will have limited effect. The key to which product a customer buys depends on how the customer views the product, not just how well the product is made. Therefore, establishing a unique brand impression in the minds of customers is a powerful way to expand product differentiation and improve competitive advantage. In essence, paying attention to the brand means paying in-depth attention to the comprehensive needs of customers.
4. Mistaking trademarks and slogans for brands. Some people think that by designing a name, trademark and slogan for a product, they have completed all the work of branding. This is a simplistic misconception. Brand connotation and branding also include a lot of other content and work.
5. Think that crazy advertising is brand building. Brand building involves brand design and brand management, product development and production, channel sales and personal sales, advertising and public relations activities, etc. It is a systematic project. It is impossible to complete the task of brand building by relying solely on one or two activities such as advertising.
6. Seek brand effect by being mysterious. Some companies routinely use tricks such as fabricating news events, news hype, and advertising to create false images in order to create a sensational effect. This is like drinking poison to quench thirst.
7. Brand management is hollow and seriously scattered. The problems faced by enterprises in the lack of long-term consistent and comprehensive brand management mainly include the following phenomena: inconsistent advertising and publicity, confusing and contradictory brand images and concepts launched in various periods; various marketing activities such as products, prices, Services, advertising, and publicity are all in their own way, scattered and inconsistent, lacking simultaneous integration and unified brand theme; there is no long-term unified brand strategy, and there is no long-term stable brand management organization.
Nowadays, more and more companies are beginning to pay attention to brand building and promotion, but we must first understand what a brand is and the role of a brand, so that we can implement correct plans and strategies when building a brand. , to achieve better publicity effect. But if the brand is misunderstood, the impact on the company will be huge. Therefore, we need to understand what misunderstandings we have about the brand so that we can correct them in time and avoid them.