Seven Golden Secrets to Creating a Strong Brand Strategy for a Century

The Golden Rule IV . In-depth Communication - Engraving Core Values ​​in the Depths of Consumers

In the past, the competition in the Chinese market was lightweight, and the elf chose the eldest son. Enterprises dare to cast ads to raise awareness, the brand has a preliminary credibility and security, it will be able to suppress the competitive brand. The market where the competition is a little bit fierce, but also stays in the core value of relying on advertising, because advertising can not give consumers the opportunity to truly experience the core value, so the consumer is not very deep or lack of heart of the core value of the heartfelt recognition is also very Naturally. However, everyone does not have a distinctive core value to impress consumers, or consumers do not have a deep memory of the core value of each brand, and they do not sincerely identify with it. Therefore, as long as the advertising superficial interpretation of the core value can still exceed the competitors, often not Be careful also to achieve billions of sales and profits of hundreds of millions. As a result, many companies have become intoxicated in this success, and still follow these glorious experiences (if they do not communicate in depth and still achieve billions of sales), which means that disaster will not be far away. The era of relying on advertising-based shallow communication to create brand names and gain great profits is about to become a thing of the past.

With the intensification of competition, whether or not the core value of a distinctive personality can be engraved in the depths of the consumer's heart is the key to victory or defeat, that is, “the heart and the battle are the best, and the soldiers are the next.” Many brands in China have completed the construction of brand primary assets (such as high brand awareness) through advertising. Today, we must create deeper communication so that consumers can truly experience core values ​​and seize consumer minds as brand building. The most important thing.

The success stories of numerous longevity and strong brands show that to allow consumers to memorize core values ​​with heartfelt enthusiasm and identify with them, we must allow consumers to truly feel the brand's core values ​​through in-depth communication. In order to further gain greater market share, Icahn will not only have a large amount of advertising support, but also creatively invite world-class hairdressers to perform tour performances in China to bring the world's new hairdressing trends to China. In the main stores in Shanghai and Beijing, Ikasaka will set up a mobile hair salon to provide consumers with free hair dyeing services. These hair salons usually stay in shopping malls for two to three weeks. Icahn will use its own hair coloring hair care and other products to provide Chinese consumers with unprecedented professional services to allow consumers to truly feel the values ​​and commitments of Icarus, rather than purely physical features. To attract consumers.

However, there are also many brand core values ​​that cannot be experienced simply by relying on the obvious and easily recognizable benefits of the product and the consumer's use of the product. Such as Shanshan should be said to have a very personal and charismatic brand core value, Shanshan's advertising language "Limousou, challenge the future" implies "a mature, intelligent, broad-minded, aggressive, charismatic" man, but Shanshan mainly uses television advertisements or storefront displays to interpret this image. The method is relatively simple and does not create the opportunity for deep communication to allow consumers to experience the brand spirit of Shanshan. It is very thin and pale. If Shan Shan can pass the essay “Limousine, Challenge the Future of Charming Men”, sponsor China’s Top Ten Outstanding Youth Awards, select scientific and technological elites and business elites, select emerging talents, and conduct new century innovation and enterprising seminars. In the event that the Shanshan brand spirit is in line with the public relations activities and event marketing, then the core value will not be verbally or formally, and it will flow silently into the depths of consumers' hearts in every activity. The public will pay attention to and participate in these activities. In the process of the event, the brand spirit of Shanshan can be truly felt. It will be clear, full and highly charismatic. The core value of Shanshan will show high commercial value.

Faced with the new challenges posed by the competition to the new platform and the international brand tiger wolf after entering the WTO, we must clearly realize that the market competition environment of lightweight competition will never return, so in the field of brand strategy, many past Successful experience will become a shackle to us. But the attachment to the glorious legacy of the past will inevitably lead us to pick up old weapons (such as non-depth communication). When we learn to bid farewell to the past, we will have a sunny day. Although there will be a lot of helplessness and dignity here, we have no choice.

Golden Rule 5 , Optimal Branding Strategy and Brand Architecture

One important task of brand strategy management is to plan a scientific and rational branding strategy and brand architecture. Under the single product pattern, marketing communications activities are centered on upgrading the assets of the same brand. After the increase in product types, they face many difficulties. Is it really the brand extension that the new product follows the original brand or is it adopted? A new brand? If the new product adopts a new brand, how can the relationship between the original brand and the new brand be harmonized and how should the relationship between the company's total brand and each product brand be coordinated? Brand strategy and brand architecture optimization strategy is to solve these problems.

This is a subject that is theoretically very complicated and has a great difficulty in the actual operation. At the same time, for large companies, a small decision related to the branding strategy and brand architecture will be amplified in the form of a multiplier effect at each stage of business operations with a target of hundreds of millions or even billions of dollars. Benefits have an incalculable impact. The branding strategy and brand architecture have a high level of decision making. It is common for companies to make tens of millions of profits and hundreds of millions of dollars. It is common for companies to lose tens of millions of dollars and hundreds of millions of dollars for low-level decisions. For example, Nestlé flexibly uses its co-brand strategy to leverage Nestlé’s trustworthy brand to gain the initial trust of consumers, and to use brand names such as “Baolu, Meilu, and Meiji” to promote its product personality. A lot of advertising fees; Nestle has vigorously promoted the independent brand of mineral water “gone blue”, but found that “gone blue” pushed up very hard, the cost remained high, coupled with mineral water alone Nestle brand consumers Acceptable, they decided to cut off the "blue sky" decisively. In the second half of 2001, they couldn't see the blue water floating in the market. If we don't scientifically analyze the market and consumers, we continue to push blue sky like Shantouqing. Perhaps tens of millions and hundreds of millions of dollars are gone in vain.

Many domestic companies did not scientifically grasp the branding strategy and brand structure. When developing new products, they mistakenly made mistakes on this issue and turned the boat. They not only failed to develop new product markets, but also plagued old products. promotion of.

Golden Rule 6 : Conduct rational brand extension and make full use of brand resources to obtain greater profits

The ultimate goal of creating long-lived, strong brands is to continue to obtain better sales and profits. Since the reuse of intangible assets is costless, as long as there is a scientific attitude and superb wisdom to plan the brand extension strategy, we can make full use of the intangible assets of brand resources through rational brand extension and expansion to realize the leap-forward development of the company. . Therefore, one of the important contents of brand strategy management is to carry out scientific and forward-looking planning for the following aspects of brand extension:

1. Refined brand core values ​​that are inclusive, pre-embedded brand extension pipelines

2. How to seize the opportunity to expand brand extension

3. How to effectively avoid the risk of brand extension

4. How Extending Products Strengthen Brand's Core Values ​​with Major Lenovo and Boost Brand Assets

5. How to successfully promote new products in brand extension

Seven Golden Rules , scientifically managing various brand assets and accumulating abundant brand assets

Create a strong brand with clear core value and personality, rich brand association, high brand awareness, high premium ability, high brand loyalty and high value, and accumulate abundant brand assets.

First of all, we must fully understand the composition of brand equity and thoroughly understand the brand asset's indicators such as reputation, quality recognition, brand association, premium ability, brand loyalty, and the relationship between each other. On this basis, in combination with the actual situation of the company, it is necessary to formulate the brand asset objectives to be achieved by brand building, so that the company's brand creation work has a clear direction, achieves targeted results and reduces unnecessary waste.

Secondly, under the principle of the brand constitution, around the brand asset target, creatively plan low-cost marketing strategies to enhance brand equity.

At the same time, it is necessary to constantly check the completion of the upgrade of brand equity and adjust the next step in building brand equity goals and strategies.

From the above seven rules to create a century-old strong brand, you can find that the responsibility and content of brand strategy management is to develop a brand identity system centered on the core value of the brand, and then use the brand identity system to command and integrate all value activities of the company (shown in the consumption What is in front of them is marketing communication activities. At the same time, it is to optimize the brand strategy and brand structure that is highly efficient, to constantly promote the appreciation of brand assets and maximize the rational use of brand assets. This is like a country that wants to formulate a constitution. Then individuals and organizations (governments, enterprises, public organizations, etc.) carry out daily political, economic, and social activities under the constitutional constraints and the guidance of the constitutional spirit. The country goes toward democracy, civilization, prosperity, prosperity and strength. Brand identification system, branding strategy and brand architecture are like constitutions. Marketing communication activities of companies are like the daily political, economic and social activities of organizations and individuals. Marketing strategies, advertising ideas, and terminal displays and promotions are used as brand strategy management. His work is tantamount to taking citizens’ daily social activities such as pursuing further studies, seeking medical care, falling in love, and marriage as the formulation and implementation of the constitution. Like the job responsibilities of the National People's Congress, the responsibility of the corporate brand strategy management department is firstly the formulation of the brand constitution, and then the law enforcement inspection is to effectively reflect the brand constitution in every aspect of the brand's marketing strategy and advertising public relations promotion. an examination. It can be seen that it is not enough to create a 100-year golden word in the signboard light and do a good job of daily marketing communication. We must learn brand strategy management.