Brand landing is a systematic work and should be arranged at the height of enterprise strategy. Only by contacting with consumers can brand marketing really play its role. Only by deepening the link of brand concretization can the brand land effectively.
First, the brand customization behind the brand is the customer. Any brand will eventually become the brand of the target consumer group, but it is not a brand for the non-target consumer group. A product name can only be called a brand if it is recognized by the target consumers. Therefore, to be a brand, we must first do research, find market opportunities, and establish brand value for target consumers. This is the customization of brand, and this process is the process of brand positioning. For example, Master Kong's brand is to meet middle-income customers, and Hualong's Liudingmu brand is to compete with small and medium-sized brands for the market and meet low-income customers in rural areas. A brand without consumers is a rootless tree and will fail sooner or later. To be a brand, we must first study the needs of consumers.
Second, the brand productization brand is not a castle in the air. If the brand wants to play a role in the contact with consumers, it must let consumers experience it and let consumers feel it concretely. So we say that if an enterprise wants to be a brand, it depends on whether the enterprise is making brand products. We can call this product a brand-holding product, which is a brand image (reputation) product for enterprises. Speaking of Gree brand, we think of Gree air conditioning; When it comes to beautiful brands, I think of beautiful fans; Speaking of Haier brand, think of Haier refrigerator; Speaking of Jinmailang brand, I think of Jinmailang noodles ... these products are the image products of this brand. Of course, with the further implementation of brand marketing, more products will be further extended under this brand and the company will create new brand image products. The successful sale of the product made consumers know the name of the product. When the name has more valuable information and can be consistent, it can become a brand. When we implement brand marketing, whether we inherit the original image products or re-create new image products, we must have products that can bear the brand. This is the productization of the brand. When the brand image of many enterprises is less and less connected with consumers, and the value recognized and recognized by consumers is less and less, enterprises must re-plan products that can bear new brand connotations and build them into brand image (word of mouth) products. For many enterprises whose brands are aging and need brand upgrading, designing and promoting new products is the only way to implement brand marketing.
Brand productization includes product quality and product naming. When many enterprises implement brand marketing, product quality has become a roadblock. We can look at the names of old products around us that have not really become brands, right? Product quality is the premise of brand marketing. You can't just enjoy the price premium brought by brand marketing without paying the necessary costs (good raw materials, good management, good brand planning and good communication).
The naming of products is also very important. Is it a dual-brand operation, or is the main and deputy brands, maternal and child brands, and product brands consistent with corporate brands? There are many grounds for judging the above selection errors, which cannot be simplified. The nominalization of products of FMCG enterprises in China is popular in the primary and secondary stages and the dual-brand stage, and often just follows the trend. When you make a choice, you just don't combine your own brand resources, enterprise management status and competitive environment, which is very harmful.
In the process of contact with enterprises, we often see that enterprises have another brand-new product name with very good product quality, which died soon after listing or was not really listed at all, which is related to the blind judgment made by enterprises because they are not sure enough about themselves. A second-line beer brand in Henan Province blindly studied Xue Wei's dual-brand operation a few years ago, and the result was tragic death.
All the work that can convey brand information to consumers through vision is brand visualization. Including product packaging design, enterprise VI design, POP design, advertising design, product display, etc. We must not stay at the level of doing some graphic design. Brand must be visible, clear, understandable and concerned to consumers. This is the brand visualization.
Fourth, brand visualization Any brand only stays at the visible and audible level of matter. If we can't really touch the hearts of consumers and grasp their unique mental resources, we can't say that the brand has an image. Even if there is, it will not bring the negative image of product premium. Visualization is further concretization on the basis of brand value. The commonly used personification method is brand visualization. When it comes to Budweiser beer, we can think of the image of "king", and when it comes to Sanquan, we will think of the image of quick-freezing experts. This is the brand visualization.
Verb (abbreviation of verb) brand value brand must have real connotation, which is brand value. Such as Nokia's "technology and humanity", Gillette's "masculinity", Haier's "sincerity" and Coca-Cola's "authenticity". This value is consistent with the needs of consumers. If the brand connotation cannot be consistent with the needs and interests of the target consumers, such brand connotation is worthless. Brand value is the DNA of a brand, which is unique to this brand and cannot be copied by other brands. For example, Harbin Beer's "Hundred Years of Harbin Beer, Still Feelings", Tsingtao Beer's "Passion Makes Dreams", Wei Xue Beer's "Happy Time" and so on.
Sixth, brand slogans All brands must be able to spread, and it is very simple and catchy oral communication. For example, Nokia's "people-oriented", Gillette's "man's choice", Haier's "sincerity forever", and Jinmailang's top grade "taste of top grade" and so on. Of course, brand slogans are refined and selected based on competitive environment, brand value, target audience and many other information. There are countless brands we can hear and see every day. How many brand slogans we are familiar with now can be catchy immediately?
Brand slogans should arouse consumers' strong buzz, awaken their potential consumption consciousness and satisfy their inner desires. This appeal has a famous 5W model, which can stimulate consumers' desire for demand.
Only when the brand is "six-oriented" can it be said that it is doing brand and actually doing brand marketing. Brand building can not be completed overnight, but the accumulation of brand spirit and value that has permeated all the operations of the whole company for a long time. Only by persisting in doing it continuously can the brand be successful for a hundred years and bring more profits to the enterprise.