How Do I Choose the Best Brand Marketing Strategy?

In short, the brand marketing strategy is the marketing strategy with brand output as the core, including the planning of the brand spirit, the planning of the brand visual image system, the planning of the brand space image system, the planning of the brand service concept and action plan, the brand communication strategy and Planning of brand channel strategy, public relations and event marketing strategy.

Brand marketing strategy

So-called

Brand marketing strategy is divided into three aspects: differentiation, vividness and humanization.

Differentiation. This is easier to understand. We believe that no matter what the nature of differentiation is, we must fully consider the factors of competitors and customers on the basis of activating a variety of marketing resources. Because the fundamental purpose of adopting a differentiated strategy is to create a stronger advantage than the opponent and maximize customer recognition. From this perspective, our understanding of it is clearer, and its forms include:

Differentiate positioning. Including brand positioning, industry role (competitive orientation), etc.

Perform differentiation. It mainly includes the differentiation of consumer communication modes (demand-oriented) and the differentiation of marketing execution systems, mechanisms, and staffing (competition-oriented).

Personality differentiation. It mainly includes product packaging, additional services, brand personality differences (demand-oriented) and brand names, roles, selling points and other differentiation (competition-oriented).

Vivid. The vividness emphasized by dynamic brand marketing means that all the promotion methods, methods and models around the product must come out of excessive commercial promotion. From the perspective of the participation of the whole people, it emphasizes fun, entertainment, and interaction, integrates personality in liveliness, and attracts investment in ease. At the same time, the two parties maintain synergy and exchanges, and increase understanding, friendship and other dynamic balance elements. In the past, many companies used the banner of giving benefits and benefiting people to make a lot of effort. What's free, gifts, awards, etc.? The reputation is very loud, but there are very few responders. You promised a little good, just for fun. As for the increase in product brand sales, there is no use for it except to save lives and hurt money. Instead, engage in some meaningful public welfare activities that are popular and popular, let alone big ones, easy to operate, small and diverse, such as award-winning solicitations for advertising themes, essays, calligraphy works, life testimonies, etc. Instead, it can quickly increase the popularity and reputation of the product. Get the maximum effect at the least cost.

Humanize. Dynamic brand marketing emphasizes that product marketing must be carried out around the theme of human nature and affection from beginning to end, changing "inviting in" to "going out." In the past, companies often called after-sales service and regularly tracked regular return visits. However, such a communication method across a telephone line is far from satisfying consumers' increasingly discerning consumer psychology, and it is difficult to achieve information acceptance and The dynamic balance of feedback, and walking into the consumer to listen to the consumer s voice, and providing them with intimate and intimate communication not only meets the psychological needs of consumers, but also meets the spiritual needs of consumers. Once these two aspects All have been balanced and fulfilled. Still worried about consumers not becoming loyal customers of the product?

Wuliangye, a wine company with a history of more than 20 years, has gradually grown into a Big Mac of Chinese wine companies. It is undoubtedly a clear, clear, accurate and powerful strategy at work. By observing and analyzing Wuliangye's marketing strategy and brand strategy, we can see three levels:

Basic level: quality strategy. This is the basic strategy that Wuliangye has consistently adhered to. It is precisely because of this quality of persistence, solidity and continuous improvement that it supports Wuliangye's follow-up strategic actions;

Market level: brand development strategy. The Chinese market is large and the uneven development of the region is obvious to all. The development of a large number of brands can not only occupy market share, expand the market scope, but also be an offensive strategy to spread the core brand value. From this level, it can even be understood that most of the Wuliangye sub-brands are Wuliangye's "living advertisements." ": The development and management of corporate brands can not only achieve real-world benefits, but also spread brand value and enhance brand intangible assets. Such a strategy is extremely creative and aggressive;

Brand level: From the perspective of brand communication and management, although Wuliangye's advertising creativity only stays at the stage of establishing a corporate image, there is no fresh and attractive brand value proposition. However, it is this "comprehensive" communication that combines "basic strategy" and "brand development" The strategy is under the banner of corporate image dissemination. Therefore, Wuliangye's brand value is unprecedentedly powerful.

As a strategic leader in brand development, Wuliangye has achieved strong growth. However, the follow-up and follow-up of the brand development of other famous wine companies has made them embarrassed. On the one hand, the wine companies that followed Wuliangye for brand development lost their own strategic characteristics and lost the unique value of products and brands; on the other hand, none of the "sub-brands" developed following the strategy could reach Wuliangye. "Sub-brand" operating height.

It can be seen that this method does not seem to allow wine companies to go further, and it is imminent to find their own brand marketing strategy.

In actual use, dynamic brand marketing is not only a way for wine companies to establish their own internal core competition system through differentiation, but also to demonstrate and extend the added value and cultural connotation of products through the vividness and humanity at the external level. Emotional effects, while achieving a unified balance between the inside and the outside, to expand the living space is possible. We know that marketing is a behavioral process, and it requires execution to perform effects. Only through continuous dynamic exchange can we truly achieve a double harvest of efficiency and effectiveness.

When the market is saturated and relatively mature, products and marketing methods are becoming more homogeneous, the difficulty of market segmentation increases, and the difficulty of competition escalates. Opportunities for disadvantaged brands to stand out during the mature period of the industry are reduced, and the difficulty is increased. Many companies have chosen another path, creating a market and firmly controlling it. The preemptive rule states that it is more important to find a new market and quickly occupy it. There are three common methods for creating new markets: product innovation, marketing method innovation, and use method innovation.

Borrowing a boat to the sea is an advantage often mentioned by planners. With the good reputation, reputation, trust, and attention of other things, people, and organizations, these advantages can be transferred to their own brands in order to promote sales quickly. Frequently used resources are: public resources, well-known enterprises, major events, well-known personalities, etc.

Longkou fans have a long history of more than 300 years. Longkou fans not only have a reputation in Kyushu but also have a high reputation in the world. Longkou fans are synonymous with high-quality fans in the eyes of many consumers. With the help of "Longkou fans, Longda made", Longda Group has naturally transferred the popularity, reputation and loyalty of Longkou fans to Longda fans. Leveraging strategies has made the dream of the overlord of Longda fan industry. The success of Longda fans is based on regional public assets, and the success of paradise umbrella industry is based on the city's fame. The paradise of paradise umbrella industry is "I really want a paradise umbrella, Hangzhou paradise umbrella industry". "Heaven is on the top, Suzhou and Hangzhou on the bottom", Hangzhou is a well-known city in the country, which is on a par with heaven. The paradise umbrella industry skillfully combines the beauty of Hangzhou, the paradise of paradise and the desire of female consumers for beauty, giving the brand a beautiful association space.

Major events such as the SARS incident and the Iraq war will generally become the focus of media and public attention. If the brand can be positively connected with major events, it will definitely increase the brand's visibility and reputation, and make the relationship between the company and the government or the public closer. Event marketing has unparalleled advantages over traditional advertising and marketing methods. For example, during the SARS period, the Wahaha Group donated a new product "Kangli" worth 10 million yuan to the Ministry of Health and local governments. Wahaha's donations were held in batches at different locations throughout the country, which aroused the full attention of the central media to small tabloids. Media reports continue to emphasize that "Wahaha works with relevant foreign scientific research institutions to specialize in the development of electrolyte drinks, and to provide the first batch of" Kangli "electrolyte drinks to the anti-inflammatory front-line personnel through the relevant departments of provinces, autonomous regions, and municipalities. "Mystery Drink" news tracking makes ordinary products the focus of beverages. Wahaha's donation can be described as three wins. Firstly, it has contributed to society, secondly, it has established a good social image of the brand, and once again becomes a new product listing plan that can definitely win the classic case award.

Relying on the celebrity's fame is also one of the magic weapons of many brands' success. Enterprises often use celebrities as image spokespersons, and many brands have tried it out. Always conservative

Famous brands generally have a high position in the minds of consumers. In the eyes of consumers, companies that can challenge famous brands, especially leading brands, are generally strong and inevitably superior. Naturally, it is a master who can play chess with a master. This is the general psychology of consumers. Officially caught this

On the surface, leadership brands are impeccable and impeccable. In fact, leading brands are not as flexible as small businesses; different

It is a human nature to like newness and dislike oldness, and to pursue novelty. Once a novelty event ignites a topic, it will inevitably attract high attention from the society, and then cause discussions in the whole society. It will finally leave a deep impression on consumers.

The use of novel strategies in brand promotion will have the effect of "one shot to the next."

Before 1996, Chinese companies had no history of sponsoring the Olympic Games. In 1996, most domestic media suddenly published the news that a company in Inner Mongolia sponsored the Atlanta Olympic Games for the first time. Many citizens have speculated which company has such strength? How can there be such a large enterprise in Inner Mongolia? Later, the media kept following reports, and everyone finally knew that it was Yili Group. Yili Group made its national debut for the first time and everyone remembered her name firmly and left a strong impression. Coincidentally, on the day of US President Clinton's inaugural address, Jianlibao delivered the product to Mrs. Clinton next to Clinton, and a small fee allowed Jianlibao to be sent to every corner of the globe with news pictures on that day.

The classic case of surprising victory in recent years is the incident where Nongfu Spring suddenly announced the cessation of production of pure water. In 2001, many drinking water companies, such as Wahaha and Robust, provoked a "water race" in the media, and the society widely discussed "pure water and mineral water are good or bad". In May 2001, Nongfu Spring was unilaterally announced during the prime time of CCTV: "Nongfu Spring has stopped producing and selling pure water." This announcement immediately caused widespread discussion in the society and attacks from other companies, and even the coordination process between the corporate summit and lawsuits became the focus of news tracking reports. Nongfu Spring did not respond too much, but used a series of planning solutions to specifically explain the selling point of "Nongfu Spring is healthy water". Nongfu Spring has launched

Brand Extensions refer to the use of an existing brand name to a new category of product. Namely, the brand extension strategy is a strategy of using existing successful brands for new or revised products. Brand extension is not just borrowing brand names on the surface, but strategic use of the entire brand equity. With the acceleration of the global economic integration process, market competition has become increasingly fierce, and it has become increasingly difficult for similar products between manufacturers to emphasize differentiation in terms of performance, quality, and price. The tangible marketing power of manufacturers has greatly weakened, and the exclusivity of brand resources has made brands an important bargaining chip among manufacturers. Therefore, using a new brand or extending an old brand has become a brand decision that a company must face when launching a new product. Brand extension is an effective way to realize the transfer and development of brand intangible assets. Brands are also constrained by their life cycles, with periods of introduction, growth, maturity, and decline. Brand as an intangible asset is a company's strategic resource. How to give full play to the potential of the company's brand resources and extend its life cycle has become a major strategic decision for the company. Brand extension on the one hand realizes the transfer of brand equity on new products, and on the other hand extends the life of the brand with the new product image, thus becoming a realistic choice for enterprises.

After the successful launch of Manting soap, Jiuxin Group firmly established a good image of "Manting is a mite-removing expert" in the minds of consumers. Therefore, Jiuxin Group successively launched mite-removing products such as Manting shower gel, Manting Cleansing Milk and other related products. Because there is a preliminary concept promotion as a basis, so when the brand is extended, it greatly shortens the promotion time and saves a lot of promotion costs.

Brand extension should focus on the scope of the extension and should not cause negative effects. Improper brand extension is not only not conducive to the promotion of new products, but may also affect brand parent products.

Many well-known companies have made similar mistakes. Changyu Group is China's wine expert. Changyu mineral water introduced by Zhangyu in local markets a few years ago has basically disappeared. Haier is a well-known brand of electrical appliances, but Haier's pharmaceutical consumers, which Haier strongly promotes, do not buy it. What is even more ridiculous is that Rongchang Antai has even launched cosmetics after becoming famous. How do you say consumers will feel when using Rongchang cosmetics? A brand-name shoe manufacturer in the south of China has launched underwear. Are consumers worried that athlete's foot will spread throughout the body when using this underwear?

Another important thing for brand extension is to register the same trademark in related fields in advance, leaving room for brand extension in the future. Otherwise, the trademark may be maliciously registered by other companies, which not only sets up obstacles for brand extension, but also may cause your brand to be damaged due to other companies bad business crisis.

Although multiple products using the same brand have multiple advantages, there are hidden dangers at the same time. Therefore, you should choose excellent products to use the brand, and do a good job of brand management to prevent "a pan of rotten meat"

The speed of information exchange in modern society is too fast. Not only are products homogeneous, but marketing is also homogeneous. How to find new marketing ideas to break through? Learning from the advanced marketing experience of other industries is an effective method. The marketing level of many industries in China is quite different, and the level of marketing of generally competitive industries is also relatively high, such as household appliances, communications, medical and health products, daily chemicals and other industries. Marketing operations in these industries are difficult, and the salaries of marketers are relatively high, and many marketing elites are concentrated. The advanced marketing industry often thinks ahead and has many valuable experiences. For example, conceptual marketing and soft publicity in the health care product industry are commonplace in the industry. If other industries learn from this approach, they may achieve unexpected results. For another example, the home appliance industry has always focused on brand VI and long-term brand building. If the health care product industry draws on these experiences, it may extend its brand life.

Not long ago, two real estate companies in Beijing Shangfeng and Zuoan Gongshe successfully borrowed the concept marketing of the health care product industry, creating a miracle of building sales. Between Beijing's third and fourth ring roads, the Wanliu area with a large land supply is one of the only two lots in Beijing that have the highest average price, most real estate, and the least competition among developers. There are dozens of high-end residential, apartment, and office projects here. Two of them are less than 500 meters apart. They are known as crashers in apartments and office buildings. They are the pioneers of the concept of saying goodbye to the age of air conditioning and heating International condominiums and the Left Bank Industrial Corporation, marked by the concept of "beetle worship in the angry youth era". Shang Feng and Zuo An have one thing in common: In terms of ideas and practices, they have borrowed from the concept marketing techniques commonly used in health product marketing, so they have printed their products in people's minds in a novel way. The unclear "Farewell to the age of air conditioning and heating" and the weird beetle logo on the left bank attracted a lot of attention. Their sales performance was also extremely hot: Fengshang sold more than 300 sets in the first three months, setting the highest sales rate in the Wanliu area; on the left bank, not only the bottom merchants sold the highest price in Beijing and the signing rate exceeded 70%. .

Marketing strategy

Because different industries have different status quo and different industry rules, drawing on the advanced experience of other industries is not a simple clone. It should absorb the essence of advanced thinking in other industries and formulate a fit brand strategy based on its own industry characteristics and enterprise resource conditions.

In fact, brand building is far less complicated than expected. Especially in the advent of the information age, the network covers all aspects of people's lives, and the network has become an indispensable information platform for people's work and life. In addition to traditional marketing methods, many companies also participate in online marketing, which provides an excellent opportunity for SME brand building. Using the network to build a brand not only has low investment and high returns, but also has a wide coverage. If SMEs want to use the Internet to build their brands, they also have to follow the following principles.

Clear brand appeal. When small and medium-sized enterprises build a brand, they must first define which brand culture the enterprise wants to build, and create a good start for building a brand. Brand story, brand culture, brand spirit are all brand demands. To do a good job of brand building requires a systematic and clear brand demand. Each brand's life cycle includes the three stages of birth, growth, and maturity. Therefore, the value of the brand and the benefits it can bring to consumers are communicated to consumers in the shortest time, and the brand is directly explained to consumers. Viewpoint, this is the rational appeal of the brand, also known as the functional appeal.

Site positioning must be accurate. Many small and medium-sized enterprises' positioning on the website is ambiguous and unclear, resulting in the website not being understood by users. The positioning of the website should be based on market demand to build the website. When there is a market demand, it proves that users search for relevant information, while satisfying the user's needs, the company can even sell its own business to consumers and further strengthen the construction of brand culture. At the same time, it is necessary to analyze the scale and characteristics of competitors 'websites, and to address the weaknesses of the other party, so as to improve their own website, you can also draw on the salient points of competitors' websites to further strengthen the advantages of your own website.

Develop a brand communication strategy. When small and medium-sized enterprises need to pay special attention to the formulation of brand communication strategies, the establishment of a brand is not overnight. The establishment of a brand depends on the long-term persistence and promotion of the enterprise. In addition, companies should not only focus on immediate benefits when they are building a brand, but must start from the long-term development of the brand.

News PR is also an effective brand strategy for low-cost expansion. The authority of news propaganda is unmatched by any brand communication method. News propaganda is very important for establishing a corporate brand image and building a brand reputation. In addition, through many public welfare news events, it is also beneficial to deal with the relationship between enterprises and the government, the public, associations and commercial organizations. In addition, news also has unique characteristics such as reprinting and rebroadcasting. News propaganda requirements must have a certain cause. For an enterprise, news originates from news events planned by the enterprise. Event planning and relationship marketing are commonly used in news planning.

"Event marketing" refers to the planned, organized, organized, and utilized activities of newsworthy activities on the premise of not affecting the public interest in a planned way, by attracting events with "hot news" effects, The attention and interest of the media and the public, in order to achieve social awareness, build a good brand image, and ultimately promote product or service sales.

Relationship marketing believes that the relationship between companies and competitors, suppliers, distributors, communities, government agencies and consumers must be properly handled. It seeks a close and stable long-term cooperative relationship that takes into account the interests of both parties. The four characteristics of relationship marketing are: two-way communication, cooperation, win-win, and feedback. During the SARS period, well-known domestic enterprises have used donations, donations, sponsored charity shows and public service advertisements to support the fight against SARS, and established a good corporate and brand image in front of the public and the government.

The above ten brand strategies are artificially classified only for the convenience of explanation. In fact, different brand strategies are sometimes interdependent. For example, news and public relations should pay attention to surprising success, and relationship marketing also often takes place through major events. In addition, a brand often operates multiple strategies simultaneously.