What is the difference between company brand management and brand strategy analysis? As the title su

First of all, the brand strategy is not analyzed by loss? It is a process of planning, design, and long-term accumulation.

1. The concept is very important, first of all, we must understand what is called brand.

2. The importance of brand.

3. Brand management and communication.

4. Brand positioning. (i.e., core values).

5. The difference between brand and trademark distribution.

The difference between a commodity and a product that is destroyed by the dust

One of the misunderstandings: building a brand is to shape and promote the corporate image.

There are many enterprises to confuse brand strategy with corporate image recognition and advertising, thinking that in the high-tech park to set up a few magnificent factories to show the strength of the enterprise, find a planning company to do a set of CIS (corporate image recognition system), design a few sets of exquisite brochures, set up a few billboards on the road of high judgment, advertise a few times on the professional, and participate in several exhibitions to create a brand. The brand we will build under the guidance of this ideology is the "three modernizations" brand, that is, the brand "advertising", the brand "VI manual" and the brand "award". Is the "Sanhua" brand a real brand?

Establishing a corporate identity system and carrying out the necessary advertising is indeed a very important step in building a brand, but it must not be thought that a strong brand can be born only by relying on the corporate image recognition system and advertising.

Corporate image recognition is only an external appearance of the brand, and advertising can only improve the visibility of the enterprise, but cannot form brand reputation and brand loyalty.

Mistake stool area two: to do a brand is to do sales, the market share of the first enterprise is naturally a strong brand.

When consulting enterprises, we found that there are many managers of enterprises who hold a point of view: our product quality is very good, with a number of technical patents, and the market share of the city is among the best in the industry, and it is a national inspection-free product, a provincial and municipal famous brand product, and we are already a strong brand.

Is this really the case?

Myth 3: A famous brand is a brand, and a trademark is a brand.

"Famous brand" is a noun with Chinese characteristics, and its meaning should be "well-known brand" when taken literally. Confusing "famous brand" with brand is not uncommon among managers of local companies. This conceptual error often leads to a misunderstanding:

As long as customers know the name of our company, we are a strong brand. Guided by this misunderstanding, companies often focus on advertising and ignore the connotation of cultivating brands.

Myth 4: Brand strategy is the business of large enterprises, and it costs a lot of money to build a brand.

When talking about brand strategy with some entrepreneurs around me, the bosses of some small and medium-sized enterprises said: brand strategy is the business of large enterprises, and it costs a lot of money to shape the brand. This view arises from the fact that many small and medium-sized enterprise managers still have misunderstandings about brand recognition.

Myth 5: As long as the product quality is excellent, you can slowly form a brand.

Product quality is an important element in brand value building, but relying only on excellent product quality cannot create a strong brand. Because there is a huge difference between a strong brand and other brands, a strong brand is unique and cannot be replicated, while quality can be replicated.

Creating brand awareness is actually to create the cognitive advantage of the brand in the minds of consumers, so it is not only the rapid rise of single volume and sales volume, but also fundamentally get rid of the competition of homogenization and pure warfare, and establish barriers in the minds of consumers, because consumer cognition will be preconceived, and it will be difficult to change once formed. Once the brand finds the right positioning, it should seize the time window saturation attack, should use funds and resources to capture the minds of consumers, and day after day to use manager resources to capture traffic to pursue short-term so-called order effect, and finally it is difficult to get rid of long-term homogenization, subsidy war and competition, often unable to become a real core competitiveness of a company with strong profitability.