How to do brand marketing well?

Brand is the vitality of a company's marketing promotion and user conversion. The longevity and sustainability of the brand's influence directly determines the influence and communication power of the company's brand. Brands are used to communicate with consumers, and products and services are exchanged with consumers. Therefore, how to do a good job in brand marketing must first do a good job in overall brand planning. 1. How to position the brand. Brand positioning is a commercial decision made by an enterprise on the cultural trends and personality differences of a specific brand based on market positioning and product service positioning. It is the process and result of establishing a brand image that is consistent with the target market. . It refers to determining an appropriate market position for a specific brand so that the product occupies a special position in the hearts of consumers. Brand positioning mainly includes: market positioning, price positioning, image positioning, geographical positioning, crowd positioning, channel positioning, etc. Brand positioning is the core and concentrated expression of market positioning. Once a company selects a target market, it must design and shape its corresponding products, brand and corporate image to win the recognition of target consumers. Since the ultimate goal of market positioning is to achieve product sales, and the brand is the basis for enterprises to disseminate relevant information, the brand is also the main basis for consumers to purchase products. Therefore, the brand becomes the bridge between products and consumers, and brand positioning becomes The core and concentrated expression of market positioning. How to do a good job in brand positioning is directly related to market positioning, price positioning, and overall positioning. For example: when we open a restaurant, we must first locate the needs of customers in the market, and then determine what type of cuisine to open based on the crowd positioning. Therefore, the positioning of the brand is very important in brand marketing. Only by getting this right, Only in this way can the subsequent promotion and marketing be smoother. 2. Brand building Brand building refers to the behavior and efforts of a brand to plan, design, promote and manage the brand. The interests of brand proposals are expressed by the owners of the brand. Brand building includes brand asset construction, information construction, channel construction, customer development, media management, brand search power management, market activity management, word-of-mouth management, and brand virtual experience management. Brand building mainly includes four ideas: 1. The construction of brand identification system. The brand identification system mainly refers to: 2. The construction of preferred brands 3. Brand extension 4. Brand asset management There are four periods in brand building. 1. The brand is first established in the initial stage. Corporate image identification system CIS (CorporateIdentitySystem), CI system is composed of concept identification (Mindidentity referred to as MI), behavior identification (Behaviouridentity referred to as BI) and visual identification (visualindentity), corporate name, corporate logo, corporate culture, corporate standard fonts, corporate standards Colors, corporate slogans, corporate mascots, corporate slogans that fit the product and market and users, corporate brochures, and corporate identifiable symbols (visual, sensory, and auditory) can be used to directly communicate with customers. Directly connect with the professional team for construction. For the target customers in the initial stage of the brand who lack awareness of the new brand of meat and new products, make careful choices. It is precisely because there will be first-time trial users among the new brand customers. These trial users can be customers who are brave enough to accept new things and opinion leaders. , may also be a solid advocate and role model for the brand in the future. Competitors are observing and trying to obtain the company's market intentions and have not yet established a blocking plan; the media or other stakeholders may pay close attention to the brand's promotion process and results, summarize and Understanding the initial characteristics is for the company to formulate a suitable promotion plan and daily launch rate, and to be able to find the right time to have a higher market starting point. 2. Brand development stage: The brand has been carefully cultivated in the initial stage. From a market perspective, it has entered a new stage - the growth stage. The growth period is a critical period for whether a brand can become a famous brand in the future. Adaptive adjustment of products, brand positioning and promotion methods, enhancing reputation and loyalty, and countering competition's obstruction are important tasks during this period. 3. Brand maturity period: After the start-up period and development period, the brand will enter a new period, the maturity period of the product. If the start-up period and development period are the sowing and cultivation of the enterprise, then the maturity period is the harvest period of the enterprise.

It is the time when the enterprise’s early investment is rewarded. But it is obvious that whether the brand can maintain a period of complete victory for a long time will undoubtedly be related to the long-term development of the company. In order to always get a high return on the brand's initial investment, it is necessary to analyze and evaluate the various performances of the brand when it enters the full-win period, and formulate a promotion plan based on this. 4. Brand Decline: A brand goes from maturity to decline. This is a contrast that no company wants to see. No brand can always be at a very high level and will always experience many ups and downs. Growing and continuously obtaining competitive benefits from ups and downs is precisely the ultimate goal of enterprises to introduce business concepts. It is inevitable for a brand to go from maturity to decline. However, the decline period of the brand can be avoided. In the mature period, we must continue to strengthen the overall structural adjustment of the brand, improve user experience, improve user satisfaction and loyalty, constantly improve and establish customer systems, and realize interaction with customers from brand marketing. . Use brand persistence to truly influence customers, build relationships with customers, and constantly get closer to customer needs. 3. Brand Marketing From brand positioning to brand construction, all basic issues and the brand development process have been perfected and described. In the early stages of brand creation, it is necessary to clarify how the brand is positioned. Corporate brand, product brand, and personal brand (personality design) should mainly conform to the corporate culture concept and the basic attributes of the product. To put it bluntly, brand marketing promotion is to find customers in need through marketing channels and solve conflicts for the users in need. Brands are used to communicate with customers, and products are used to exchange with consumers. Therefore, in order to continuously and stably allow customers to recognize and consume, brand marketing promotion requires continuous and extensive coverage. For example: the melatonin advertisement that we are all familiar with, from two little people dancing together to simple and easy-to-understand advertising slogans, to approachable advertising effects and publicity that can be accepted by young and old. Well known by consumers. As the brand matures, it begins to adjust its advertising style, but this does not affect the brand's impact on customers. Every time during the New Year, the familiar advertising slogan will come to mind. Brands directly enter people's minds. Brand marketing strategies mainly include four: brand personality, brand communication, brand sales, and brand management. Brand personality: bp for short, including brand naming, packaging design, product price, brand concept, brand spokesperson, image style, and brand practical objects. Brand communication: BC for short, including advertising style, communication objects, media strategy, advertising activities, public relations activities, word-of-mouth image, terminal display (in terms of communication, the difference between BM and integrated marketing communication is that BM’s media can be a single media, It can also be a combination of several media, completely determined according to market demand) Brand sales: referred to as bs, including channel strategy, personal selling, store promotion, advertising promotion, event marketing, and preferential rewards. Brand management: Abbreviation: bm, including team building, marketing system, brand maintenance, terminal construction, morale incentives, channel management, and dealer management. 4. Brand strategy Brand strategy is a necessary condition for enterprises to achieve rapid development. The positioning of brand strategy is to highlight corporate culture in the synergy of brand strategy and strategic management, and fully convey the identification of the relationship between its own products and brand culture to the target audience. Brand strategies include: corporate brand strategy, product brand strategy, personal brand strategy. Product brand strategy: multi-product brand strategy, single-product brand strategy. No matter what brand strategy it is, it must revolve around four degrees: visibility, reputation, satisfaction, and loyalty. . The success of the brand strategy is ultimately measured by the customer’s Net Promoter Score. 5. Summary Cultivating a successful brand requires continuous exploration of consumer needs and continuous dialogue with consumer products through brand appeals. Influence consumers through brand symbols and attract consumers through brand competitiveness. Solve the needs of consumers in a true sense. From consumers to the market, brands to the market, brands to consumers, this intermediate substitution brand can be engraved in the hearts of consumers.