Taking stock of Brand marketing mistakes

Guide: A lot of planners and business executives (but not including consumers) always think: Brand name, refers to "the brand of goods." Then, according to this logic down analysis and homework, carry out the brand planning (or planning), brand positioning, brand spread and so on series of engineering modeling.
One, can not literally to understand the brand

A lot of planners and business executives (but not consumers) always think: brands, as the name implies, refers to the "brand of goods." Then, according to this logic down analysis and homework, carry out the brand planning (or planning), brand positioning, brand spread and so on series of engineering modeling.

In fact, the brand does not refer to "brand of goods". You can't literally understand it and infer it. This distortion is a terrible ending. The term "brand" is an exotic product, so this inference is not workable. For example the English name "Jack", you cannot say, this person surname Jie, the name gram. He is a translator. There is no sense in the word "brand" in terms of character theory. Not only that, if the definition and inference of the brand, it will cause a great deal of damage to the brand, rather than just a slip of the tongue as simple.

Second, the carrier of the brand is the enterprise, not the commodity

The carrier of the brand is the enterprise, not the so-called "commodity brand". For example, the brain platinum is not a brand, and its company is a brand, Wanglaoji (products) is not a brand, plus more than the company is a brand, flying silk is not a brand, Procter and Gamble Company is the brand; business is like a mother, the product is like a child. If you think of the brain platinum, Wanglaoji, flying silk and so on as the brand, then there will be the mother understood as a child as absurd. Not only that, the operation of the enterprise will bring fatal disaster. In this sense: many advertisers, marketing people talk about the brand, is a narrow sense of the brand concept. Advertisers always understand the advertising as a brand, as if "Do brand" is "advertising", marketing people are marketing understanding as a brand, often "marketing planning" as "brand planning." These cannot be construed as a "slip of the tongue" as simple as what we see in the future of concrete operation. These are all based on a partial understanding of the whole point of view, tactical understanding as a strategic point of view. In principle, advertisers and marketers are not able to carry out brand strategic planning in terms of their professional competence. Because their professional vision is localized. Unfortunately, we can always find that many of the brand in the classroom to invite those well-known advertisers or is proficient in strategic marketing planners to teach brand knowledge, it will bring a lot of misunderstanding. Also not conducive to the popularization of brand knowledge. To the enterprise's brand establishment and the development also correspondingly to bring the very big harm.

1, about the product life cycle

We know that any product has its life cycle. Has the birth period, the sale prosperous period, the recession period. This life cycle is determined by the market, specifically: consumers in the consumption experience in the sublimation of demand, this demand sublimation evolved into a product of the recession, and the next new birth period, this is a market reincarnation phenomenon. For example, a few years ago, women buy cosmetics to emphasize "whitening function", can be about 10 years, this whitening function can not go down. Consumers need a "healthy" whitening, so, this time the birth of a new round of "Health whitening" series of products, after this, and then accompanied by the evolution of the market, health whitening can not go down, why? Because consumer's esthetic idea does not lie in "whitening" this angle, even is what "the bone Feeling" Face and so on, and then there is a new round of product positioning out. And so on, constantly evolving and evolving ...

If the brand means a product, then the problem comes out. The product (brand) is accompanied by the evolution of the market in renaming, replacement. Does that mean that the brand has been renamed and replaced accordingly? We are in the continuous evolution of goods, feel the brand of this product is constantly changing, not only not conducive to our often said brand asset accumulation, at the same time, and we often say, "Brand is the spirit, brand is strength, brand is religion and so the theory is completely contradictory, Completely contradictory. " Visible, the brand can not be (evolving) goods as a carrier, not to call the so-called "brand of goods."

2. The harm of misunderstanding

In summary, we often say that the brand, it has become the corresponding operation of products, or operating goods. Then, the nature of the enterprise will accordingly become a sales company. Today's enterprises do not understand the brand, the focus on the operation of goods. Today, it is true that the operation of commodities has become a consistent mission of domestic enterprises. So, abnormal phenomenon began to occur: the beginning of the birth of products rely on speculation and publicity, so as soon as possible sales, then formed a sales season, and then when the commodity is not easy to sell (recession period) began to play a promotional campaign, price reduction, to policy policies, and then not easy to sell when it is simply to buy three send four, buy five send six or so, Then go on, simply this product does not do, quit the stage of history. This time the common phenomenon is: business owner said, "Cough, enterprises are not as good as before, do not go on to find other projects to do it." This is the total operation of the enterprise as a product of the outcome! This is the Chinese private enterprises generally short-lived important factors!

三、一个 Healthy Enterprise

A healthy enterprise should not fluctuate with the life cycle of a commodity. It is dangerous to keep the fate of an enterprise tightly attached to goods or products. It is as unreliable as the fate of a mother clinging to a child. An enterprise must dominate the birth of a new life, along with the new life of the sales season, and then before the recession has not come, the decisive new product development and technical research. Of course, this is not the sales department can solve, he needs another department, that is, marketing research Department, product Development department, the two Departments and sales department is different, he solved a "business development of energy issues." Let enterprises continue to have the birth of new products. Of course, there is also an important topic, that is, the market Research department and the product Development Department of the early stage of the market forecasts and research, and constantly tap the potential consumer market fluctuations and forming. Making product development always comes at the forefront of the ("potential" into "forming") market. In other words, market research or product development is always in the forefront of a new round of market storm revolution.

Iv. Markets and Icebergs

What we are saying is that the market is evolving and changing. On the one hand, he is like the cuticle of human beings, constantly, consciously to die skin, this is the market "die Skin theory." On the other hand, the evolution of the market is more like an iceberg. We know that icebergs are exposed to about 30% of the iceberg, and about 70% of icebergs are invisible. Exposed icebergs are mature markets, and potential underwater icebergs are potential markets. Once a mature and shaped consumer market is formed, it is like the bare part of the iceberg that people can see. Many businesses are scrambling to compete for this very limited piece of nudity. This contention is bloody, is the Red Sea competition, the result of this competition is fish, is the price war, is homogeneous. After the struggle, there is a new iceberg emerging from the water, but also become a forming and mature market, and once again the interpretation of the bare part of the Battle of contention. This is a phenomenon prevalent in the business world today, but it is unhealthy. Think about it, if our vision can aim at the huge ice layer under the iceberg, to develop, that is how good phenomenon: first, the lack of competitors, in addition, the difference appears, the price can be higher, the profit can be rich. When the ice is ripe and bare, you are already known as a famous brand, and you already have considerable market weight. When a market downturn occurs, you can decisively market control, targeting the next round of underwater ice development (potential market development). Then, such enterprises are not only differentiated, but also independent innovation enterprises, more intellectual property enterprises. is a healthy enterprise, but also a peer respect, with social value of enterprises.

V. Healthy Enterprise Specimens

Healthy enterprises are accompanied by the market's keen development and guidance.

He gave consumers a differentiated product, and he led the fashion of consumption. Always attract the attention of consumers and investors. A healthy enterprise is not a company that sells books, nor is it always dependent on promotional activities such as compromise. First set up the Marketing Research department and the product Development department, then the sales department. Its important feature is that sales have turned to the end, and many companies have turned the sales department into the front end (or midrange). Such enterprises are thoughtful enterprises, is a civilized nature of the enterprise, this enterprise is the spirit and mission of Enterprise, as well as vision-like enterprises, but also has the dream of enterprises. Otherwise, he can not always in the forefront of consumers to carry out the market exploration, and always take the trouble to do this work. His core function is to provide consumers with a more scientific product concept, always keen insight into the consumer market calls and new life. To carry out the technological revolution and develop products that consumers prefer. This kind of enterprise, we call it "brand Enterprise". So, the name of the enterprise, we call it "brand". Such respectable high-margin companies as Nike, Apple and Tencent. They are a veritable "brand". Their products are always evolving.

We hope that today's Chinese enterprises are more in the production of the spirit and civilization, for the consumer market to create an excellent life philosophy, rather than production is to manufacture (excellent brand enterprises are often not engaged in manufacturing, these enterprises will be sold in the future together with the sales link to other companies to complete, Its own enterprise is engaged in market research and product development of two of highly market value and social value of the link, it has inventions and patents, with intellectual property rights. It has the most advantageous part of the whole industry chain. It is not to play advertising to win visibility, do not engage in fish market games.

Vi. Brand Equity

Brand equity refers to the assets of brand enterprises, which are divided into intangible assets and tangible assets, and intangible assets are always far higher than tangible assets. Intangible assets provide value to markets and consumers. But not only this, but also repeatedly lead the market, make it become the value of the enterprise and the source of power. He constantly surprises the market. This soft value is highly respected by the market and further rises to the social value and glorious mission of the enterprise.

Summary: Excellent enterprises are called Brand enterprises. Or, call this kind of enterprise brand. Therefore, the brand is no longer a "brand of goods." The brand is the enterprise class planning behavior, is the enterprise's birth and the vision, is a strategic topic, or a strategic discourse, the product is in the marketing promotion unceasingly evolves the market replacement and the evolution.

Product is the carrier of marketing, Enterprise is the carrier of the brand. Like a body, a heart, body and heart to separate. Otherwise you will be physically and mentally exhausted. "Is the heart of Self-cultivation" is an enterprise to brand shaping and planning, is the heart to make it can become the source of development and power of enterprise, self-cultivation refers to the product marketing activities of the initiative and consciousness of innovation and reincarnation. "Mind" to guide the "body" behavior. It is wrong to distinguish between body and mind, but it is more wrong to be separated from the "heart" to guide the body. We said that a healthy enterprise specimens are "well-known brands" and "quality products."

Should say: Brand is the highest strategy, brand is the mother of the enterprise. Brand concept is the source of the birth of high-quality enterprises and sources of power.