What Is a Company Strategy?

Brand strategy is a series of business management and marketing methods that can generate brand accumulation, including all elements of 4P and brand recognition. Mainly include: branding decision, brand user decision, brand name decision, brand strategic decision, brand repositioning decision, brand extension strategy, brand update.

brand strategy

Brand strategy is a series of business management and market that can generate brand accumulation

The core of brand strategy is the maintenance and dissemination of the brand. How to make the brand in the mind of consumers is the most important link in brand strategy. Today,

Brand name decision means that the enterprise decides whether all products use one or several brands or different products use different brands. On this issue, there can be roughly the following four

Brand user decision refers to a company's decision to use its own (manufacturer) products

"From the simplest point of view, a brand is a sign of a new product that can be relied upon and confirmed by consumers." Brand building is a major decision of an enterprise, and it needs to be strategically managed and formulated a reasonable strategy.

Product line expansion strategy. This strategy means that when the company adds products from a certain product line, it still uses the original brand. New products produced by an enterprise can be improvements to existing products, such as changing product packaging, style, or adding new performance. Different products can meet the different needs of consumers. This strategy can make full use of the excess production capacity of enterprises, fill market gaps, expand consumer groups, and increase corporate profits. However, the expansion of the product line may make the corporate brand lose its original meaning, but it will not improve consumers' awareness and trust of the corporate brand. With this strategy, consumers must be able to distinguish various products and avoid There is a competition between new and old products of the same product line.

Multi-brand strategy. The strategy is to introduce multiple brands in the same product category and establish a multi-brand portfolio to maximize market coverage. As the market continues to mature and consumer needs are increasingly segmented, companies implementing a multi-brand strategy can meet the needs of different target customer groups, thereby expanding market share. The most typical and successful company using this strategy is Procter & Gamble. At the same time, its production and operation of "Rejoice", "Hai Fei Si", "Pantene", "Tide", "Shu Fu Jia" and other products, the overall sales for many years ranked among the top three similar products.

Brand repositioning strategy. When a company's competitive brand invades a part of the company's brand, reducing the company's brand market share, or shifting consumer preferences, the original brand positioning cannot bring higher levels of demand to consumers. You must start to reposition your brand in order to win the "heart" of target consumers again. So how should companies make brand repositioning decisions? Take Shenzhen Mrs. Oral Liquid as an example. The first listed Mrs. Oral Liquid was recognized by consumers for directly appealing to melasma. In terms of positioning, functional positioning is the only foundation on which it stands in the market. Although he later hired superstar Mao Amin to advertise and expand his popularity, his brand positioning was not clear enough, resulting in little improvement in brand image and sales. Later, the company re-positioned the brand, positioning Mrs. Oral Liquid as a traditional Chinese medicine product that pursues external beauty for modern women, making women more confident, independent, and beautiful, and avoiding repeating the unique functional theory of many health products such as royal jelly and pollen Mistakes. Later, the company tapped the brand's new vitality from the unique selling point of his wife's oral liquid, positioning the wife's brand as an oral liquid full of traditional Chinese medicine ingredients, and beauty skin care products from the inside out. After repositioning, Mrs. Oral Liquid not only created a miracle in the changing health care product market, but also successfully shaped and cultivated a vital brand.

The brand repositioning decision means that the initial positioning of a brand in the market may be appropriate and successful, but later the company may have to reposition it. The reasons are many, for example, the competitor may launch his brand after the corporate brand and reduce the company's market share; customer preferences will also shift, reducing the demand for the corporate brand; or the company decides to enter a new market segment.

When making a brand repositioning decision, first consider the cost of moving a brand to another market segment, including product quality change fees,

Brand management is becoming a fixed model in most consumer packaged goods companies. The brand manager is responsible for planning the long-term brand strategy and is responsible for the brand's profits. They launch a nationwide advertising campaign through close collaboration with advertising agencies to create market share and long-term consumer brand loyalty. Earlier, consumers were loyal to brands and national media could effectively enter the mass market, so this brand management system seemed reasonable. But many companies have begun to wonder whether this system can still adapt well to today's very different marketing realities.

There are two major environmental forces that have prompted companies to rethink brand management. First, consumer, marketing, and marketing strategies have changed dramatically. Consumers today are faced with an ever-increasing number of acceptable brands and are surrounded by never-ending price promotions. As a result, they are becoming less loyal to the brand. In addition, traditional brand managers focus their efforts on long-term national brand building strategies aimed at the mass market, while today's market reality requires a short-term sales growth strategy targeted at local markets.

The second major influence on brand management is the growing power of retailers. Larger, more powerful, and more informative retailers are demanding more trade promotions in exchange for scarce shelf space. The increase in trade promotion costs has reduced the basic marketing tools of brand managers, that is, the profits of national advertising. Retailers are also demanding more "multi-brand" promotions for customer customization in order to take into account manufacturers' many brands and help retailers compete better. These promotional methods are beyond the scope of the functions of a single brand manager, and their design must be carried out at a higher level in the enterprise.