How to improve brand affinity and recognition

Well-known brands are not necessarily recognized, and the recognized brands are not necessarily well-known brands. There is a certain overlap between the two.

Cognition is an in-depth understanding of its origin and products; Well-known means that a brand is known to a certain extent by a certain number of people in a certain area through management and publicity.

Raising awareness can attract many consumers, and raising awareness can dig deep into your consumer groups. The promotion of awareness is also the process of cultivating brand loyalty. If you want to improve your awareness, you can achieve it by improving your loyalty. The process of cognition is also the process of customers' recognition of operators.

Brand recognition is a continuous process. Only when consumers' cognition of the brand is consistent with their own value system will consumers make positive buying behavior. Generally speaking, we should do a good job in brand extension, brand integrated marketing, brand personality shaping and rational business design, and finally make the brand image take root in the hearts of consumers. Differing from the advantages of large enterprises as brands.

For enterprises, the process of marketing and sales itself is the process of brand building, and small and medium-sized enterprises often lack effective cognition and careful planning. The following detailed analysis, from three steps to take the road of steady improvement.

The first step is terminal expressiveness.

1, to maintain good brand terminal visibility of products, so that consumers can see their own brands at different terminal sales points. Good brand terminal awareness is the most effective way for small and medium-sized enterprises to improve brand awareness. In order to achieve the greatest brand terminal visibility, enterprises need to distribute products as much as possible within a certain market scope. Of course, distribution is not blind, and it must be carried out in a planned and step-by-step manner. What are the distribution areas and terminals?

2. The terminal exhibition of the brand directly affects consumers' evaluation of the brand. Good terminal display not only helps sales, but also makes consumers feel good about the brand, which is also one of the ways to improve the brand reputation. Small and medium-sized enterprises should keep the terminal display as beautiful as possible even if they have limited access to the terminal display, and the brand should always maintain a unified display style at different terminal sales points to strengthen consumers' goodwill and cognition of the brand image.

3. The quality and image of terminal promoters are part of consumers' cognition of brand image. Promoters themselves represent the image of the enterprise, and good manners are more likely to win consumers' goodwill towards the brand. Small and medium-sized enterprises must consider the influence of promoter image on product brand image when choosing promoters, and consumers will transfer the evaluation of promoter image to the evaluation of brand image.

The second step is to enhance the advertising power.

Advertising can further enhance brand awareness and reputation. There are thousands of ways to reach the other shore, and there are thousands of advertising media that consumers contact. Small and medium-sized enterprises do not need to consider big media such as TV advertisements. In fact, there are many low-cost and effective advertising media, such as terminal POP advertising, online advertising, bus advertising, banner advertising, wall advertising, dealer advertising, direct mail advertising, newspaper listing advertising, SMS advertising and so on. As long as these low-cost advertising media are well integrated and used, they will play the same role as "bombs".

The third step is public relations affinity.

Brands are like people, people have personality, brands also need connotation, and people's words are like advertisements. The image cognition left by the brand to consumers comes more from the actions of enterprises. For the brand of small and medium-sized enterprises, after having a certain brand awareness, we should consider how to enhance the brand reputation and loyalty, and further let consumers increase their goodwill and cognition of the brand. Public relations activities can better improve the affinity of brands and win the goodwill and respect of consumers. To do good deeds (public relations), enterprises should be good at grasping opportunities and learn to create momentum (hype). The key is to attract the attention of the public. Common public relations methods are: sponsorship, participation in public welfare activities, etc. As small and medium-sized enterprises, they should be good at discovering public relations opportunities, make full use of hot news and events concerned by the public in the local market, add points to their brands, and let their brands be more deeply implanted in consumers' consumption consciousness.