I. Awakening of Chinese Enterprises' Marketing Dilemma and Brand Awareness
Many Chinese hardware companies’ marketing advertising has achieved first-class standards, such as first-class integrated marketing communication strategies, very powerful advertising and infectious advertisements, and beautiful display terminals, but they are facing “over-reliance on advertising and The embarrassing situation of promotions, low-price competition, poor anti-risk ability of the brand, and high-salary sales but low profits are scary: Why is there so much to be a short-lived brand name? Why is it that the price is always much lower than foreign brands? Why does advertising always stop when sales stop? Why can an article and a small quality accident destroy a brand? Why does the profit of Sony's 500,000 TV sets exceed the total profit of 30 million TV sets in China's entire color TV industry?
These phenomena indicate that it is not enough to make regular marketing advertisements. The first-class marketing communication of Chinese companies does not and cannot create a strong brand.
Fortunately, many hardware entrepreneurs have realized the importance of brand strategy and have asked about brand strategy consulting agencies. This has brought about a rapid increase in the demand for brand strategic planning services.
Second, brand strategic planning services
The rapid growth in demand has made the brand strategic planning service a must-have. A lot of advertising, public relations, CIS and other "non-brand professionals" rushed into the brand strategy planning, most of them inevitably lack the strategic thinking and vision of brand management, that brand strategy planning and management is marketing planning, advertising ideas, Advertising, PR campaigns, and terminal promotions. This is related to misleading books with a large number of words such as brand strategy and brand planning. Because most of the brand strategy and branding books are opened, most of the contents are talking about market segmentation, target market positioning, product strategy, wide appeal and thematic positioning, television advertising, globrand.COM, media selection, and public relations activities. How to plan and implement specific marketing campaigns such as news, soft news, terminal display, and liveliness. If so, there should not be a brand strategy discipline, and companies will not need to carry out brand strategy planning and management. Just follow Philip Kotler's marketing theory and do a good job of daily marketing and advertising.
Third, how to do a good job of brand strategy planning
Jason's years of brand strategy consulting and research have shown that the key to effectively creating a strong brand is to focus on the following four major lines of brand strategy planning and management:
(I) Planning a brand identity system centered on core values ​​and taking brand recognition to command all marketing communications
1. Conduct comprehensive scientific brand research and diagnosis, fully study the market environment, target consumer groups and competitors, and provide detailed and accurate information guidance for brand strategic planning decisions;
2. On the basis of brand investigation and diagnosis, refine the core values ​​of the brand that are highly differentiated, clear, sensible, inclusive, and able to affect the inner world of consumers;
3. Planning brand identity system centered on core values, basic identification and extended identification are the concrete and vivid core values, which make the identification of brands and corporate marketing communication activities workable;
4. The company's marketing communications activities are guided by the brand's identification and command, so that every marketing communication activity will be interpreted to convey the core values ​​of the brand, the spirit and the pursuit of the brand, and ensure that every marketing advertising investment of the company adds to the brand and enhances it. Brand assets accumulate.
5. Establish the brand building goal, which is the target system for brand equity enhancement.
(B) Optimal branding strategy and brand architecture
One important task of brand strategy planning is to plan a scientific and rational branding strategy and brand architecture. In the context of a single product, marketing communications activities are centered around elevating the assets of the same brand. After the increase in product categories, they face many difficulties. Is it the brand extension or the adoption of 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?
This is a theoretically very complex and practical operation with the - global brand network - a very difficult task. 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. 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. Not only did they fail to successfully develop new product markets, but they also plagued old products. promotion of.
(III) Conduct rational brand extension and make full use of brand resources to obtain greater profits
The reuse of intangible assets is costless. As long as there are scientific attitudes and superb wisdom in planning brand extension strategies, we can use the intangible assets of brand resources to achieve a leapfrog development through rational brand extension and expansion:
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 to extend the product to strengthen the core value of the brand and the main Lenovo and enhance brand equity
5. How to successfully promote new products in brand extension
(D) scientific management of various brand assets, accumulating rich brand equity
Create a strong brand with distinctive core values ​​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 various 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, the brand equity objectives to be achieved by the brand building will be formulated, so that the company's brand creation work will have a clear direction, be targeted and reduce 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 the building of brand equity goals and strategies.