How To Walk The Brand Strategy

Brand strategy is often heard in our ears, and often hangs on the lips of executives. But Liao Wuji, who really understands and grasps the operation of the system, does not know how to apply and make brand building. He simply thinks that brand strategy is the direction and goal of the brand. The "seemingly brand" built up has no competitive power and no brand value at all. So what is the brand strategy and what are its functions and meanings?

Brand strategy, in short: brand. DNA To build a brand identification system for the center, the commanding officer integrates all the value activities of enterprises, which is manifested in the marketing and consumer activities, and maximizes the use of brand equity, products, packaging, image, advertising, public relations, news, terminals, services, integration, and dissemination. At the same time, we should optimize the brand structure and constantly promote the value added of brand assets.

Brand strategy is for brand competition. "Breaking bureau" "To maximize the value of brand building and communication.

Chinese famous brand marketing expert Li Xu thinks: brand strategy includes the following aspects.

　　 Mr. Li Xu The author believes that the functions and significance of brand strategy are as follows:

　　 1: save the cost of brand building, add addition to brand communication, and enhance brand equity.

Concentrating can be magnified and focused on breakthroughs. Brand strategy: the core value of brand is the main line to launch all marketing activities, namely, "concentrating on deducing the core value of brand", from product design, packaging, enterprise vision system, image and recognition, channel access, soft and hard announcement, material system, communication tool, public relations activities, news events, terminal vividness, promotional activities and so on. Even the image of entrepreneurs, external communication and so on all have to deduce the core value of the brand. Brand core value can increase sales volume at low cost and accumulate brand equity.

Brand core value: differentiation, individuation, and interest. It is affecting and changing consumer cognition and selection to attract and seize the target consumer group. In the process of brand communication, the core value of brand keeps consistent and accumulates the results of cumulative marketing communication activities, thus adding to brand communication and deepening consumer identification and memory association, so that sales can be promoted at a low cost.

The correct brand strategy enables all marketing activities to maximize the value added of the brand, to make the investment in brand building more efficient, to get more value at the lowest cost, and to accumulate brand equity.

2: reduce the marketing cost and get rid of the promotion price war.

The core value of a brand is a sharp weapon to attract consumers, triggering the resonance of consumers, so it will save the cost of advertising and dissemination. Because invisible rule is visible and high value will weaken consumers' sensitivity to product prices. So we can reduce the dependence on promotion and price war.

The establishment of brand personality is to create a symbol, representing a purchase orientation, guiding consumers' thoughts and spiritual pursuits. Let consumers have a sense of identity, meet the emotional needs of consumers, and also narrow the distance between brands and consumers, and enhance the reasons for consumers to buy.

Brand personality is the manifestation of brand humanization. It has the uniqueness of brand personalization. Only personalized brands that consumers appreciate can be accepted and liked by consumers, so as to reflect their brand value.

3: enhance corporate status, facilitate market competition and enhance consumer awareness.

The essence of marketing is to make cognition and make the same products sell differently. In brand strategy, brand position planning is to determine its own weight position, establish its own position in a certain field, so as to embody its unique value, and give consumers the reasons for their choice, fully satisfy the needs of consumers, and establish their own brand ranking in the industry, because of the different positions, the value is naturally different. So it can highlight the brand value. It is good for new products to enter the market, improve market competitiveness and consumer recognition. It will also bring customer loyalty and word of mouth.

4: deepen communication, highlight brand interests, enhance brand premium and added value.

We should focus on centralized release, focus on brand communication, achieve all-round communication with the market, enhance brand commitment and cash, unify image value and unified communication, and achieve efficient brand communication to highlight brand interests.

Because the brand core value and personalized brand image created by brand strategy can enhance the perceived value of consumers, namely, trustworthiness, emotion, self expression and aesthetic value, that is, the added value beyond the product entity. Let oneself sell at a higher price than competing products at the same cost, technology, function and quality. So as to enhance the brand premium function.

5: optimize the brand structure and make rational use of enterprise resources.

The scientific planning of brand structure can enhance the profit level of enterprises, scientifically locate the functions of the parent brand and the sub brands of the enterprises, so that the parent brand and the product brand can achieve a reasonable division of labor in the realization of the marketing goal, and form a positive interaction, thus greatly reducing the marketing cost of the new product listing. At the structural level of brand strategy, P & G is a typical winner, and there are many things to learn.

Each enterprise's resources are limited, and its rational application will maximize its effectiveness. By adopting brand strategy, enterprises will focus on a relatively stable brand center, effectively integrate the limited human, material, financial and resource systems of enterprises, and improve the efficiency of resource utilization, which is conducive to the rational allocation of resources and maximization of value in the context of existing resources.