What Is Brand Promotion?

Brand promotion (Brand Promotion) refers to a series of activities in which enterprises create their own image of products and services and make consumers widely agree. The main purpose is to increase brand awareness.

Brand Promotion

(Glossary)

Brand promotion means

The different periods of the brand are divided into four development stages: introduction stage, growth stage, heyday and decline stage. The proposal of these four stages will have many practical significance for the brand promotion of the enterprise.

The consistency principle of online promotion refers to the positioning, brand connotation, audience and brand packaging of the promoted brand should conform to consistent visual communication. Let users have consistent and unambiguous brand memories, whether through traditional channels or online channels. The consistency of visual communication is also reflected in the style of website design and the similarity of advertising design.

In terms of the cost and actual effect of online promotion, the promotion enterprise should have sufficient data support to complete the evaluation and report of the promotion effect, so as to ensure the brand online promotion.

In the entire enterprise's marketing activity chain, the larger profit link is still the management of the brand, and the brand is increasingly becoming the nourishing source of life for the enterprise!

product marketing

Product promotion is actually the promotion of new products. When new products are launched, it is a good time for companies to promote their brands. New products are promoted together with corporate brands, which promotes product sales while promoting brand awareness. For one thing, companies tend to focus more on advertising than on public relations. This is one of the reasons why there is no brand in sales. Brands often need public relations communications, and sales need more precise advertising to drive them.

Promotion

May 1st International Labor Day, 11th National Day, Mid-Autumn Festival, New Year's Day, Valentine's Day, Qixi Festival, Christmas, corporate anniversary, etc., are all good opportunities for companies to launch promotional activities. Promotional activities are directed at sales, but they are not well known, and the results are certainly not satisfactory. At this time, companies generally invest a large amount of money in promotion. This kind of promotion is very valuable. Boosting sales performance is one aspect and also drives the brand.

Corporate Leader

The shaping of the entrepreneurial image of the leader of an enterprise is an important aspect of an enterprise brand and an aspect that is ignored by the enterprise. Leaders are living people and are easier to accept than corporate brands. The opinions, deeds, and entrepreneurial history of the leading figures of the company are all very good materials, which are of great benefit to the improvement of the corporate brand image.

Enterprise honor

Enterprise honor, this is well understood. Chinese famous brands in traditional industries, Chinese well-known trademarks, national inspection-free products, etc.

Brands are screamed very hot, and categories do not seem to be mentioned often. In fact, categories are also often used in marketing. In some cases, it is easier to succeed in category promotion than brand promotion.

What is a category

Although categories are not mentioned so much, they are not new words in the field of marketing. According to the definition of the internationally renowned AC Nielsen research company, categories are determining what products form groups and categories that are related to consumer perceptions and should be based on an understanding of consumer demand-driven and buying behaviors, while Carrefour believes that categories are The classification of goods, a small classification represents the needs of a consumer. " Another understanding is that categories are commodity categories. A category is a group of related and / or interchangeable goods and / or services in the eyes of customers.

Category promotion

Category, you can actually think about it yourself. Sometimes the definition of authority is more and more blurred, just for promotion. Ma Shan, chief consultant of Xiaoma Shitu Marketing Agency, thinks it can be simply understood as a product type. For example, mineral water is a category, cola is a category, iced tea is a category, sour plum soup is a category, rock sugar Sydney is a category ...
Looking at this fast-moving consumer goods market, it is easier to see the marketing traces of category promotion. When the cola and iced tea in the beverage market are inextricably linked, it is just how good cola or iced tea is made, and it will not grab market share Very big, so smart marketers have developed new product categories, promoted new categories to drive brands, and also expanded sales. Sour plum soup and rock candy Sydney around 2011 are living examples.

The link between category promotion and brand promotion

Enterprises all need brands. This is the inherent driving force for the future development of the company, but directly promoting the brand may be like fighting in the Red Sea market, and creating a new category is opening up a blue ocean market. For example, the Yake V9 candy, which has been selling for ten years, was promoted in 2003 as a new category of vitamin functional candy, and quickly occupied the market. It has become a star in the whole food fast-moving consumer market. Case to illustrate.

In summary, the category is to use the concept to open a new field in or beside the original product category, then name this field, operate the new field opened as a new category, and treat your own product as this The first product of the new category to operate, first of all in the market opened up by themselves. If it is not in a certain type of product

One

New products are generally developed for new market segments. After extension, extended products and old products often have the following differences:

1. Different forms-such as: Guozhen solid beverage extends to Guozhen canned beverage, Nestle coffee extends to canned beverage

2. Different gradesnamely, the brand extends to target customers with different purchasing power through typical vertical extensions, such as Parker pens that extend to $ 5, BMW 7 Series more expensive cars reach more than 2 million yuan, and 3 Series less expensive 280,000 yuan

3. Different uses-Magnolia oil has a series of products with different functions and uses such as whitening, skin rejuvenation and sun protection.

4.Different ingredients, raw materials, components, tastes, and styles--such as Hisense inverter air conditioners are far ahead of the compressor technology performance of fixed speed air conditioners

According to data from surveyed companies, more than 80-90% of extensions are within-class extensions. Because they are still extended within a product category, although products have different forms, sizes, uses, etc., the main driver for customers to buy these products The force is still the same. Except that vertical extensions of different grades need to be careful, intra-class extensions are completely allowed and the success rate is very high.

two

Refers to the extension of the brand to a different category that is very different from the original product category.

Out-of-class extensions can generally be divided into the following categories:

1. The core value and the premise of the brand's tolerance are extended to products with a very long product category-

The brand "ternary theory" promotion method is based on the emotional factors of consumers and products, adopts a step-by-step strategy, and each has its own focus, with a view to long-term and successful shaping of a brand and successful promotion of a brand.

Brand Promotion

The core task of brand promotion is to achieve brand marketing.

"Word-of-mouth" and "word-of-mouth" have always been the results pursued by all brands-"good word of mouth caused 7 sales, bad word of mouth lost 30 customers",

First, product strategy: Enterprises using online brand marketing must define the positioning of products and brands, subdivide positioning of products and services, accurately target consumer groups, and identify which products are more in line with the needs and preferences of online consumers. . Efficiently combining product and customer positioning can not only allow companies to obtain higher profits in online marketing, but also save product promotion costs in traditional channels.

Second, promotional strategies: Similar to online advertising, online brand marketing and promotion also have their own promotional strategies. Network promotion can save a lot of promotion personnel costs and financial expenses for the company, and it can greatly expand the scope of enterprises to tap potential consumers. With rich network resources, it can form cooperative alliances with non-competitors to broaden the product consumption level. It is recommended that companies formulate promotion strategies based on their own culture, so that the effects of promotion and brand marketing can be greater.

Third, channel strategy: Channel strategy should be formulated on the principle of making it more convenient for consumers. It is recommended that companies expand the product's extension based on the company's products and combine the relevant products of other companies to increase the attractiveness and attention of their own products. At the same time, the company's website should promptly publish promotional information, new product information and company dynamics in online stores on the company's website. In paying attention to providing multiple payment models for consumers to choose, increase the possibility of sales transactions.

Fourth, price strategy: Price strategy is one of the more complex issues in the promotion of online brands, and it is an important point that companies cannot ignore. Price strategy is a direct dialogue between online brand marketing costs and prices. Online information is comprehensive and open. Consumers can easily compare the prices of similar products. How to guide consumers to make purchasing decisions is the key. Enterprises should fully display their own unique advantages while emphasizing the cost-effectiveness of their products. At the same time, they are reminded to adjust their price strategies in a timely manner. When the company's brand has accumulated to a certain stage, it can develop an automatic price adjustment system based on costs, market supply and demand conditions, and competition. Rival price positioning and other factors to adjust prices in a timely manner.

It is not difficult to see that to implement a brand strategy, a company must first have a solid quality foundation. If the quality of a product is not high, it will not be able to be favored by consumers, and it is even harder to say that it has achieved the so-called brand-name effect. At the same time, it is necessary to improve the quality of services, strengthen promotion and promotion, and emphasize the benefits of scale, so that the effectiveness of brand strategy can be better exerted. Later, the legal framework should be used to protect and consolidate the market's famous brand position and enhance the overall competitiveness of the enterprise.

Cornerstone of Brand Promotion

High quality is the solid foundation of a brand. Some entrepreneurs even believe that quality is the life of a brand. Only by continuously launching high-quality new products can we have a long-lasting brand in the market competition, which is the successful experience of world-renowned companies. Without the foundation of quality, brands cannot talk. The reason why Haier has become an enduring brand is that consumers affirm its product quality. Haier Group has created a set of self-contained management methods: the Nissin Higo Management Method, which has become an important guarantee for the company to win with quality. Before the 1950s, Toyo goods were synonymous with inferior products. In the 1970s, Japan introduced the concept of quality management, and since then, Japanese brand-name products have dominated the world. Facts prove that relying on quality can occupy the market, obtain benefits, and improve the overall quality of the enterprise, and promote a virtuous circle. Therefore, to implement the brand strategy, we must establish a complete quality management and quality assurance system, firmly adhere to the "quality first, win by quality" business management philosophy, more quality products, more high-value-added brand products, by grasping the brand Production has realized a change from extensive operation to intensive operation. The ISO9000 series of international standards is the crystallization of successful experience in quality management and quality assurance in developed countries. This standard was transformed into a Chinese national standard and officially implemented. It began in 1988 and changed from equivalent adoption to equivalent adoption in 1992. The active adoption of ISO9000 series of international standards is an important measure to promote Chinese enterprises to improve their quality systems, improve product quality, implement brand strategies, and enhance their market competitiveness.

Brand promotion catalyst service

The implementation of the brand strategy must have the concept of the overall product, that is, the product should include three levels of core products, form products and extended products. For example, to meet the needs of people watching TV programs is the core function of the TV, while different brands and different qualities are the formal functions of the TV, and the sales service work is an extended function. The extension layer includes pre-sale, mid-sale and after-sale services, including warranty, guidance, delivery, installation, commissioning, and settlement methods. The reason why a good service system can accelerate the formation of a brand is that high-quality services not only ensure the correct use of high-quality products and fully reflect their quality advantages, but more importantly, during the service process, employees of the company pass the Direct contact builds emotional bridges and builds good relationships to increase customer loyalty and maintain customers. This is the core connotation of "relationship marketing" advocated today. The brand is supported by its own large customer base, and quality service is the catalyst for forming this customer base. Xiaoya Group understands this very well. They regard the broad sales market as an extension of the production line, and serve customers as an extension of quality management. While paying close attention to technological progress and quality management, they also pay close attention to service quality. The service area is fully integrated with the international community. As early as 1995, the Xiaoya Group launched a "value-for-money service project" to the society, providing consumers with a full range of family services that "beyond the norm, beyond the value of the product itself, and beyond the psychological expectations of users", thus winning customer.

Branding Amulet Law

Based on the importance of the brand, there are many examples of brand infringement, or counterfeit trademarks, or imitation trademarks for inferior products of the same kind, or early registration. Counterfeit and shoddy products are everywhere and everywhere. From a micro perspective, a fake brand harms a certain brand and a certain product. From a macro perspective, it harms the interests of the entire society, and the legitimate rights and interests of consumers are violated. What's more serious is that it has a huge negative and destructive effect on the development of the entire social productive force. Therefore, the whole society must pay attention to anti-counterfeiting work, and enterprises must use legal weapons to protect brands. First, multi-directional registration to prevent infringement by others. For example, Hongdou Group has registered defensively on 35 product trademarks and 8 service trademarks. Second, technical protection. Enterprises should protect themselves by using laws such as the Patent Law. Those who can apply for a patented technology must apply for it in order to enjoy the right to manufacture, sell, use, and transfer products. Third, counterfeiting. The use of legal weapons and active anti-counterfeiting activities can not only protect corporate products, protect consumer interests, but also strengthen brand image, and also obtain great news value. Fourth, government support. In addition to the establishment of a series of effective laws and regulations for counterfeit brand-name illegal activities, relevant departments should also allocate special funds, adopt government-enterprise alliances, cross-regional alliances, and other methods to organize the fight against counterfeit and shoddy activities in a timely manner to protect the rights and interests of brands.

Brand promotion, transaction promotion

In branding activities, more funds are used for transactions than consumer bonuses. Brand operators spend money in transactions to achieve the following goals:

First, transaction promotion can convince retailers and wholesalers to run the brand. Because shelf locations are difficult to obtain, brand owners often only rely on offering discounted items, discounts, return guarantees, or free items to get shelves. Once on the shelf, keep this position, as this will help to increase brand awareness.

Secondly, transaction promotion can stimulate retailers to actively promote the brand by promoting product features, displays and price reductions. Brand owners may require merchandise to be displayed alongside sidewalks in supermarkets, or to improve the decoration of shelves, or to post price reduction notices. They can offer them discounts based on how well the retailer completes the task.

Due to the increasing power of retailers, brand operators' spending on transaction promotion is on the rise. If any competing brand unilaterally suspends the discount, the middleman will not help him sell the product. In some Western countries, retailers have become the main advertising agents, and they mainly use promotion subsidies from brand operators.