Question 1: How to expand brand influence, enhance brand value and develop the deep relationship between brand and consumers is to understand how brands are related to consumers' self-concept, lifestyle and personality. How to make the brand more influential and valuable is the most important issue in enterprise management. However, over the years, operators have made more improvements in expanding popularity, improving the quality of products or services, and strengthening the construction of public-private relations to enhance brand influence and value. It turns out that this is just the basic content of brand influence. More and more successful brand experiences tell us that the key to expanding brand influence and enhancing brand equity value is how to understand the psychology of brand consumers and find a successful path accordingly. The concept of brand equity is put forward under this background. After more than 20 years of research and development, operators have seen the causes of brand influence and the path of brand equity appreciation, but many past practices or strategies may be wrong or invalid. Brand equity is a concept put forward by western advertising circles from the perspective of brand management in the 1980s. Because many western countries were facing economic depression at that time, enterprises frequently adopted the marketing method of price reduction and promotion, which promoted short-term sales growth, but damaged the brand image of enterprises, thus affecting the long-term interests of enterprises. In order to strengthen enterprises' attention to brand building, promote long-term development and avoid the negative impact of price promotion on brands, the concept of brand equity was put forward in the study of enterprise management, and a series of studies were carried out. The most influential views on the definition of brand equity are as follows: American Institute of Marketing Science (MSI, 1990) defines brand equity as "the association and behavior of brand customers, channel members and parent companies, which makes products get more sales or profits than those without brand names. It can give the brand a strong, lasting and differentiated competitive advantage and surpass its competitors. " Peter. Faquare (1989+0989), a professor at Carnegie Mellon University in the United States, believes that brand equity refers to "the added value that a brand gives to products for enterprises, distributors or consumers". Professor D.Aaker of the University of California, Berkeley (199 1) believes that brand assets refer to "a series of assets or liabilities related to brands, brand names and brand logos, which can increase or decrease the value of enterprises or customers through products or services". With the deepening of the research on brand equity, people generally think that brand equity is a consumer-centered concept. Without consumers, there is no brand equity. The definition of brand equity should be expounded from the perspective of consumer psychology. Because the market is composed of consumers, brand equity is essentially a source or consumer-based asset, and the value-added of brand equity is driven by consumers' brand consumption psychology. K Keller (1998+0998), a famous American brand theory expert, is the first scholar to comprehensively explain the concept of consumer-based brand equity. He believes that the fundamental reason why brand assets are valuable to enterprises and distributors is that brands are valuable to consumers. Keller defines brand equity as the differentiated effect of consumers' response to brand marketing because of the brand knowledge in their minds, which mainly includes: the brand knowledge in their minds, consumers' response to product differentiation, consumers' perception, preference and behavior to brand marketing. Domestic academic circles generally translate BrandEquity into BrandEquity instead of the original brand equity, because the concept of brand equity is broader, which not only includes the meaning of brand equity, but also reflects other non-financial characteristics, and reveals that the origin of brand equity is produced by consumers. The current research mainly discusses why brand equity is valuable and how to manage brand equity to increase its value. In short, brand equity refers more to intangible assets, that is, the market benefits that can be generated from it. The above discussion focuses on what is brand equity. But from a practical point of view, there are two theories that have great influence: one is David's theory. A.Aaker, a famous American brand theorist, believes that strong brands have strong influence and create huge profits or values for enterprises, because brand assets are composed of high visibility, good perceived quality, stable loyal consumers (customers) and strong brands. In other words, the quality of brand awareness and brand perception >>

Question 2: The easiest way for a brand to expand its popularity is to reduce its price, expand its market share, and at the same time increase its efforts to announce the nail. However, this may lead to temporary losses. If there is no loose capital chain, it is still prudent.

Question 3: When your brand has a certain popularity, how to expand its influence? Because you didn't specifically talk about your product, you can only talk in general terms. Now that we have brand awareness, what we need to improve is brand acceptance. In this case, a new sales strategy is generally needed. Brand strategy is not temporary. Many enterprises advertise with great fanfare when they start brand operation, blindly publicize like a gust of wind, and measure consumers' acceptance with the acceptance of insiders. In fact, brand promotion is a long-term and systematic work. Unless an enterprise has enough accumulation in new product development, advertising, promotion, public relations and services, and is unified in a clear positioning, it will be difficult for an enterprise to establish a successful brand. Brand building should pay attention to the following issues:

1 Establish a correct brand concept

Excellent brands reflect the comprehensive quality and cultural background of enterprises and are an important part of the core competitiveness of modern enterprises. To be a good brand, we can't just look at the quality of products under the umbrella of brand protection. There are many other key factors that affect the success of brand building: brand positioning, personality, culture, values and emotional interest. In today's increasingly fierce market competition, the role of brands is increasingly prominent. Without brand, enterprises will have no core competitiveness. Some decision makers think that brands are advertisements, so some enterprises keep advertising with great fanfare. In fact, advertising is only a necessary means of brand building, and brand building cannot be separated from advertising, but it cannot be just advertising. In addition to advertising, enterprises still have a lot of work to do to comprehensively improve brand awareness, reputation and loyalty. Advertising bombing can produce "famous brands", but famous brands are not equal to brands. Brand building is a systematic project, and brand recognition is only the first step of brand management. To enhance competitiveness, we must realize the triple unification of brand awareness, reputation and loyalty.

2 accurate and reasonable brand positioning

Brand positioning is a part of brand recognition that is often publicized to consumers. The purpose is to effectively establish the differences between brands and competitors, and occupy a unique position in the minds of consumers with high visibility, reputation and loyalty.

Brand positioning is a highly technical strategy that needs to follow some basic principles.

① Consumer-oriented principle. Any product produced by an enterprise is to meet the psychological needs of a specific consumer group. Brand positioning must be consumer-oriented. The initial point of brand positioning should be a comprehensive, sufficient, objective, accurate and timely consumer survey, and positioning information that meets consumers' psychological needs will enter consumers' hearts through appropriate media.

② Individualization principle. In order to make a brand really alive and communicate with consumers emotionally, it is necessary to give the brand a unique personality and give it a certain spirit and soul. This personality actually represents the difference, which may have nothing to do with the physical characteristics and efficacy of the product, but is given by the brand positioning.

③ Dynamic principle. Brand positioning should be constantly adjusted according to the changes in market conditions, so that the brand will always have market vitality. In the fierce competitive market, there is no permanent brand, and the key lies in whether enterprises always pay attention to maintaining their own brands. Brand maintenance is a long-term and dynamic process, which must cooperate with a series of activities such as brand segmentation, brand extension and brand expansion.

3. Pay attention to cultivating the cultural meaning of the brand.

Brand culture is the impression, feeling and added value of the brand in the eyes of consumers, and it is the sum total of ideas and business behaviors such as business outlook, values and aesthetic factors condensed in the brand. Brand culture and brand complement each other. Although brand culture is intangible, it is the soul, essence and backbone of the brand.

Question 4: The easiest way to expand brand influence and popularity is to reduce prices, expand market share and increase publicity, but this may lead to temporary losses. If there is no loose capital chain, be cautious.

Question 5: How to expand the influence of corporate brands? Don't big brands start from childhood? Step by step, I think, stick to it and you will have unexpected opportunities and unexpected gains! !

Question 6: How to improve brand influence is actually to have a good brand image and popularity.

Question 7: How to enhance brand influence? 5 points 1, quality assurance. 2. Post-maintenance. 3. Celebrity endorsements.

Question 8: How to expand the influence of enterprise 1 and increase the market share;

2, improve corporate visibility (through advertising, public welfare activities, etc.). );

3. Through the participation of enterprise employees;

4. The product forms a brand.

Question 9: How to use websites to expand brand influence? To establish its position in the same industry, we must first make the company's brand. If the brand is loud enough, everything will affect the overall survival and development of the company's industry. As a marketing platform for website services, Wang Wan DreamWorks provided some suggestions. This is the influence of corporate brands. Corporate websites do brand promotion. Since a brand is an image, the style of the whole website should be different from that of junk websites, and the style should be generous and decent. Pay attention to the news In this way, the enterprise website will not appear empty, and it can also improve the attention of search engines to the whole website. In addition to the company name, the website name can also contain the company slogan, and then appropriately add keywords from products or industries as the title of the website content, preferably including keywords that the company wants to promote the brand. For the promotion of logo, corporate logo should appear on corporate websites, business cards, envelopes, vehicles and so on. Register accounts on yellow pages websites and classified information websites, and add company brand name, website address and contact information on major yellow pages websites and classified information websites. As long as the company joins for a period of time, you will find that the contact information of the company and the enterprise will appear on various websites, large and small. This is because many personal webmasters also like to collect information here, so that the company's brand promotion will be helped by many people.

Question 10: How can SMEs improve their brand influence? First of all: clear your mind and find your own brand marketing strategy direction! This can start with our brand positioning. When we do brand positioning, we begin to lock in our consumer groups. However, the real consumer groups of products are often different from what customers think. Therefore, to analyze the target consumers, it is necessary to further understand the needs of consumers and find out whether your products meet the needs of consumers and whether consumers are willing to pay for your products to meet this demand. This is very important! Second: brand communication! Regarding brand communication, we generally have two methods, one is celebrity endorsement, and the other is to give the product a brand symbol! Celebrity endorsement, we rely on celebrity popularity, fans and popularity to enhance our popularity. But this cost is too high, not suitable for small and medium-sized enterprises, you can give it a brand symbol! According to the positioning and tonality of the brand, brand symbols can be shaped, the value of the brand can be extracted, and people's memory of the brand can be strengthened, which is very conducive to the spread of the brand. For example, many famous brands have never been endorsed by celebrities, but they can also be welcomed and loved by the public! Third: promote with the help of the network! 2 1 century, the internet is a very powerful force, and we can't ignore the power of the internet! Because the Internet is everywhere, SMEs can also promote and speculate through the Internet. If they do well, the effect is the same as that of celebrity endorsement, and the cost is low! Fourth: use public relations activities! Successful public relations activities can continuously improve brand awareness, awareness, reputation, loyalty and customer satisfaction, enhance the brand image of the organization, change the public's view of the organization, accumulate intangible assets and promote sales to varying degrees. Fifth: online and offline combination. Whether it is public relations activities or hype, these things must be combined online and offline: what is done online must be performed offline; Activities done offline should be spread online, so as to form a whole, and the power of communication will naturally be greater than that of individuals! Many enterprises will take advantage of this when doing brand planning!