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How to realize the long-term development of the brand of small and medium-sized enterprises

Click times: 2302 release time: September 7, 2018 14:22:57

More and more small and medium-sized enterprises have realized that today's market competition is essentially the competition of brands. Only by relying on brands can they create sustainable competitive advantages. However, compared with the brands of foreign enterprises, the vitality of most brands in China is not strong, even transitory. In addition to China's underdeveloped market economy, the poor brand management theory and the lack of practical operation experience are the important reasons that lead to the disadvantage of brand building. In order to make the brand develop for a long time, the enterprise must manage and manage the brand on the basis of the inherent growth law of the brand from creation, cultivation to development.

Any enterprise hopes that the foundation industry will be evergreen and the brand will be prosperous forever. However, it is not easy to truly realize the long-term prosperity of brands. Countless enterprises have disappeared in the long river of history, and numerous brands are just a flash in the pan.

Mr. Shen Hesheng, a famous brand expert in China, believes that one of the reasons behind this phenomenon is that many enterprises have not formed a scientific brand strategy, have no correct understanding of the brand, and do not clarify the relationship between brand and product. Brand building is understood as creating products. Building strong products is indeed the basis for building strong brands. Without products, there is no brand at all But the product is not equal to the brand after all. The product is tangible, specific and has the fixed attribute function, but the brand is intangible and abstract. It is the sum of the consumer's perception and emotion for the product attribute, including the connotation spirit of the brand and the association of the company, personnel and publicity related to the brand.

Brand is the "brand" of a product or even an enterprise in the mental space of consumers. The essence of brand management is to help consumers establish a "value system" of the brand. The key to this process is to make the "value system" of consumers no longer rely on a specific tangible product, but the "value system" of consumers can also be projected to the brand related products On the other products, let consumers form a "fruit tree effect", that is, consumers believe that if a fruit picked from a fruit tree is sweet, then the fruit tree will have the ability to grow sweet fruit, and the rest of the fruit tree will also be sweet, which is the "fruit tree effect" of brand value.

Brand comes from products, and the formation of brand depends on what customers know, feel, see and hear about the product in the long-term experience. If the customer's perception of the brand and the cultural value of the product are enhanced, the positive perception of the brand and the cultural value of the product will gradually be sublimated. According to the perspective of the brand based on customers, brand value is the key to the long-term development of the brand. With the brand value, the brand will naturally exist and develop forever.

Brand value includes two aspects: brand cognition and brand association. brand cognition is related to the strength of brand elements in consumers' minds. It reflects the ability of consumers to identify and remember the brand in different situations, that is, whether consumers have heard of or remembered the brand when they are ready to buy products, which is what we often call brand awareness. In the process of building a strong brand, brand recognition is necessary, but not sufficient. Other considerations, such as brand imagination, are often involved.

Brand association can be defined as consumers' impression and image of the brand, which is reflected as the association of the brand in consumers' memory. In other words, brand association is other information associated with brand elements in memory. Brand association has different forms, which either reflects the performance of the product itself or has nothing to do with the characteristics of the product itself.

For example, when you mention Haier, you may think of refrigerators and washing machines, and think of Haier's service "sincere forever". When you mention Tongrentang, you will surely think of traditional Chinese medicine, such as Wuji Baifeng pill, Angong Niuhuang Pill, etc. you will think of the ancestral precept of "although the processing is complicated, you must not dare to save manpower, even if the taste is expensive, you must not dare to reduce material resources". You may even think of the TV series "big house gate", and you will think of Chen Baoguo, who plays Bai Jingqi. When these associations appear in your mind, it will form the brand image of the product in your mind.

A common mode for small and medium-sized enterprises to create brands is to promote the formation of brand "value system" by creating strong products, and then use the brand "value system" to drive the products of enterprises to overcome difficulties and break through the market.

Brand and product depend on each other, restrict and influence each other, promote and promote each other.

According to the classic marketing From EMKT.com.cn Theoretically speaking, products have a life cycle. Like people, products have a process of birth, growth, maturity and finally decline.

An important reason why the brand of small and medium-sized enterprises can not achieve long-term stability is that the product life cycle has passed, and consumers have better products or solutions and give up the product. If the relationship between brand and product is too strong, the brand value formed based on this product is difficult to effectively link with other products, which will lead to the decline of product and the decline of brand.

In the market, there are not only the phenomenon of product decline leading to brand decline, but also the cases of long-term development of products and brands, such as Coca Cola, Nike, Mercedes Benz and so on. They not only have strong brand awareness, but also have excellent brand association. Brand recognition and product association promote each other to realize the long-term stability of the brand.

Another common mode is the inheritance of the brand's existing history, culture and "Zuxun". The outstanding representatives in this respect are the old brand TCM enterprises, such as Beijing Tongrentang, Hangzhou Huqingyutang, Guangzhou chenliji, Suzhou leiyunshang, Guangzhou PanGaoShou, etc. The common characteristic of these time-honored enterprises is that they have distinct culture,

A brand strategy expert once said that if an enterprise can establish the correct business philosophy and corporate culture, then the brand will form itself. Brand is the crystallization of culture. Brand culture forms the focus of cultural marketing through industry culture, product culture and enterprise culture, and plays an effective driving force, development force, guidance force and encouragement force for marketing communication. As an important intangible asset, culture can make consumers have a sense of belonging and resonance and form a cohesive force internally, It has a strong brand competitiveness. Shen Hesheng, a brand expert in China, believes that the composition of brand culture generally includes two aspects: one is formed by the enterprise itself in the long-term management and marketing communication, such as Coca Cola and Haier. In the pharmaceutical industry, Tongrentang is a typical one. With many years of history, 300 rich historical and cultural heritage, and the organic integration of modern technology, the concept of brand culture is formed automatically. The other is the introduction of social culture, such as liquor brand. Jiangxiaobai, which has been popular in the market recently, is skillfully integrated into the social culture to make the brand have feelings and temperature.

Undoubtedly, it is an effective way for consumers to build a strong brand and create a strong brand through cultural heritage and innovation.

The brand value that enterprises help consumers form in the long-term marketing practice determines the future direction of the brand. Consumers choose brands based on strong brand cognition and rich brand imagination, that is to say, the real value and future prospect of a brand depend on the brand value. when consumers have a high awareness and familiarity of a brand, and maintain strong, preferred and unique brand association in their minds, the brand value system based on consumers will be formed, and the brand will have the fundamental guarantee of long-term prosperity.   

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