There are many articles about how SMEs build their brands. Many brand experts have also put forward the idea of ​​building brands at low cost, which fully demonstrates the importance that marketing planners attach to the SME community. On the other hand, it also shows that SMEs are in the social economy. The important position, the author as a newcomer to the bank, also puts some immature ideas on how to make a brand for SMEs, hoping to help the majority of SMEs, and hope to get criticism and correction from peers.
Brand common sense, have to know
To be a brand, you must first understand the definition of the brand and some related concepts. If you don't understand these basic knowledge, and you openly talk about the brand, it is a bit ridiculous.
1. Regarding the definition of brand, there are many conclusions in the industry that have not yet formed a conclusion. The author agrees with Dr. Philip Kotler's definition of brand: brand is a name, term, mark, symbol or pattern, or their They are combined to identify the products or services that an enterprise provides to a certain group or group of consumers and distinguish them from the competitor's products or services.
2. Regarding the brand's assets, brand awareness, brand recognition, brand reputation, brand association and brand loyalty are the five important assets of the brand, and they are also mentioned in the brand terminology with higher rate. I think they are It is more accurate to see the five stages of the brand's development in the minds of consumers.
3. Regarding the positioning of the brand, it refers to the position that the brand wants to occupy in the mind of the target consumer. First, it must focus on the psychological feelings of the target consumer, then design the brand image, and design the product attributes according to the characteristics of the target consumer. And spread the brand value, so as to establish a unique position of the brand in the target customer.
4. Regarding the culture of the brand, the brand culture is the source of the brand value, the personalized brand image that is suitable for the historical origin of the brand, and the unique brand culture with rich connotation; the brand culture highlights the external propaganda of the enterprise. The integration advantage, the enterprise brand concept is effectively transmitted to the consumers, and then the consumer's mind is occupied. The brand culture is the essence of the enterprise that condenses on the brand.
5. Regarding the extension of the brand, it refers to a brand that has been well-known and influential in the market, and is applied to new products or services to reduce the risk of new products or services entering the market, and hopes to quickly occupy Market and consumer favor; brand extension is mainly divided into horizontal extension and vertical extension. Horizontal extension refers to the extension of products or services that are not closely related to the current brand. Vertical extension is an extension of similar products or services that point to the current brand; Whether it is horizontal extension or vertical extension, it must be very cautious, because now the brand has left a fixed impression on the minds of consumers, and it is very difficult for consumers to accept a new product.
6. Regarding the classification of brands, the author believes that according to the carrier can be divided into national brands, corporate brands, product brands and personal brands; according to the market scope can be divided into global brands, national brands and regional brands.
Brand building, scientific planning
Although there is no mystery in branding, there are still some rules and methods. If you can follow these rules and methods, brand building will be more effective. If the person in charge is always subjective or based on personal preference, then the brand Construction may be half the battle, the author believes that the brand has the following rules and methods:
1. Regarding brand naming, a good name is the beginning of success. In today's brand, it is not an easy task to let consumers remember. On the principle of brand naming, the author believes that there are four points: simple It recognizes the memory, the mouth is easy to spread quickly, and it is easy to produce beautiful and rich associations and respect national customs.
2. Regarding brand positioning, for SMEs, there are two directions to choose from. One is to be a professional brand and to be bigger and stronger in the industry; the other is to be a regional brand and to be bigger and stronger in the region; Which way must be considered from the factors of the company's own reality and market competition.
3. Regarding the brand structure, from the perspective of the market, there are three main types of brand architecture: one is the multi-brand architecture, such as the Nais Group of the daily chemical industry, which has its own Nais, engraving, superpower, Baiyin Runfa and other brands; Second, the sub-brand structure, such as Haier Group in the home appliance industry, Haier is the parent brand, its small prodigy washing machine is a sub-brand; third is a single-brand structure, such as Li Ning Group of the clothing industry, it only Li Ning A brand; as for which brand structure the company chooses, it has a lot to do with the company's marketing strategy and the industry in which it operates.
4. Brand communication, communication is the wings of the brand to take off, if not spread, the brand is difficult to develop; with the development of the economy and the advancement of science and technology, the current communication channels are dazzling, and SMEs cannot Long-term publicity in the mass media, so we must choose one or several communication methods suitable for the enterprise according to the company's own situation and the situation of the market environment.
5. Regarding products and services, products and services are the carriers of the brand. The quality of the brand image depends largely on the quality of the products and services. I remember that Meng Niusheng, chairman of Mengniu, said that “small wins by wisdom, and by big wins†"The same is true for companies. If the company's leaders are eager to make a difference, and ignore the company's products and services, then even if it is done, it is just a brand rather than a brand."
Brand building, accelerating the way
In order to be able to quickly establish a brand, many small and medium-sized enterprises often adopt some tricks to increase brand awareness and hope to attract consumers' attention. As a result, it is often the case that stealing chickens does not erode the rice. Some companies can understand the mood, but not for the brand. By unscrupulous means, such results are often counterproductive; the author believes that the following three ways will help to quickly establish a brand.
1. With the power of spokespersons, celebrity endorsements are no longer a new topic. The products of celebrity endorsements are becoming less and less attractive to consumers. The country has also begun to supervise celebrity endorsements in the past two years; but this does not mean celebrity endorsements. Without the market, as long as the company is eye-catching, it can help to find a suitable spokesperson for the company and its products, which will greatly help to enhance brand awareness and recognition.
2. With the power of the Internet, with the rapid spread of the Internet, the power of the Internet has become increasingly prominent. There have been many successful online marketing cases. The great advantage of network marketing is that you can make a lot of money, as long as you have enough new ideas and With a superb promotion strategy, you can succeed.
3. With the help of social hotspots, the use of social hotspots to create event marketing or public welfare marketing has high requirements for corporate public relations capabilities and experience. First, we must have the ability to grasp or create social hotspots. Second, we must have social hotspots. The ability to closely integrate with enterprises, the third is to have the ability to mobilize social resources such as government agencies and news media, and fourth, to have the ability to fully mobilize the enthusiasm of the masses.
Refuting the paradox that "small and medium-sized enterprises do branding is to find death"
I remember some people once said that "SMEs are looking for a brand to die, not to be a brand, and die." The reason why people who hold this view think that SMEs should not be branded may be based on the following two aspects: First, the brand needs to spend A lot of money, enterprises do not have this strength; Second, branding requires a long process, SMEs are in the initial stage, should put the main resources and energy on the development of enterprises. The author does not agree with the view that “small and medium-sized enterprises are looking for a brandâ€. The author believes that there is no contradiction between branding and enterprise development. Branding will not only affect the development of enterprises, but also contribute to the development of enterprises. The development of the brand will also promote the improvement of the brand value, and the two should be complementary to each other.
Conclusion
A good strategy needs to be implemented well. The reason why many SMEs do not succeed in branding is because there is a lack of departments responsible for brand building and corresponding professionals. Some SMEs want to rely on the power of professional planning companies to build brands, but Brand building is a long-term process. The planning company can only help you to get on the horse and send you a ride. How far can you go? It also depends on the company's own brand operation capabilities.
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