How to do a brand diagnosis? What s included in brand diagnosis and targeting?

When many companies carry out crisis public relations, they judge the public with subjective consciousness and rely on experience to make decisions, and the result is often half the effort, or even counterproductive. Experts advise that in the face of an emergency, companies should first have a deep understanding of public attitudes and relevant perceptions. Through professional investigation and analysis, decisions based on real and effective data can be used to achieve the best results.

Brand awareness and diagnostic models can help companies understand the health of their brands.

Compared with other brands, the problem with your own brand lies in that link. The model divides brands into four types: healthy high-awareness brands, healthy low-awareness brands, lack of communication brands and virtual brands, and each brand has corresponding marketing measures.

Use scientific methods to indirectly obtain the key factors of customer satisfaction, and invest limited resources in the most effective aspects;

Provide an accurate basis for employees' performance evaluation;

Examine the characteristics of people with different satisfaction and loyalty, analyze customer value, and allocate limited resources to the most valuable customers - market segmentation strategy!

There is a food safety incident in an industry, the situation is serious and the impact is wide-ranging, and a company urgently needs to quickly assess the impact of the incident in order to take public relations measures. However, traditional research methods take 5 days to provide results, and companies must make decisions quickly. The marketing department of the enterprise is at 17:

00 points to form an interview questionnaire. Use the SurveyCool survey system and the Assuredsample sample library to sample and prioritize sending, and automatically send SMS notifications. and real-time monitoring of data collection results.

At 8:00 a.m. the next morning, the surveycool survey system has more than 3,000 answers, and the researchers have automatically generated the analysis report generated by the system, and at 9:00 a.m., the survey report with the researcher's interpretation and analysis is successfully presented in front of the customer.

Through this data, the company made relevant resolutions at the morning high-level meeting, took a series of countermeasures, and successfully survived the crisis.

Go to the local marketing department for identification.

The diagnostic positioning of the brand is the first step to determine the success of the brand strategic planning, and the brand diagnosis and positioning is also a very rigorous and meticulous work.

The scattered content of the brand diagnosis survey includes: the market environment where the brand is located, the relationship between the brand and consumers, the relationship between the brand and the competing brand, the brand's equity situation, the brand's strategic objectives, brand architecture, brand organization, and so on.

Communication plays a key role in shaping brand power. First of all, the factors that make up brand power, such as commodity power, brand culture and brand association, only reflect their power in communication. We know that brand power is mainly put forward from the perspective of consumers, and the only way to get information about the brand into the minds of the masses is through the media.

If there is no communication link, then consumers will not be able to have a further understanding of the utility and quality of goods; will ignore the positioning of the product and the specific target market of the product; It is almost impossible to build brand culture and brand associations. Brand communication.

Secondly, competition and feedback in the communication process have a great impact on brand power. Communication is a cyclical process composed of communicators, **, communication content, audiences, etc., which is full of competition and feedback. In the society of "over-dissemination" formed by the increasing development of modern communication, people can no longer expect to receive all information, but "gradually learn to selectively remember and receive, that is, to receive only those information that is useful to them or that attracts them and satisfies their needs".

For example, in front of the TV, when you are dissatisfied with a brand's advertisement, you will be dissatisfied with that brand's products. If the vast majority of people have such emotions, the communicator, under the pressure of sales, will have to reconsider the content of his communication. Similarly, if only one person is dissatisfied with a company's PR campaign, the communicator will stick to the campaign on the basis of the target market and will not change its operation because of one person.

Therefore, in order to build brand power in communication, we must consider how to attract and impress the brand's target consumers, and how to reflect the value that can meet greater needs in communication. Thirdly, the communication process is an open process that may be affected by the external environment at any time. In real life, the external environment usually restricts and interferes with the propagation process, thus affecting the propagation process.

When enterprises choose the current situation diagnosis method of the brand, according to different brand problems, different status diagnosis methods need to be adopted.

For example, start-up brand diagnostics. It can be used for brand visual image diagnosis and brand positioning diagnosis.

High communication investment, low return brand. It can carry out brand communication diagnosis, brand association diagnosis, and brand diagnosis in different dimensions.

A brand with high visibility, high reputation and low transaction rate. It can use brand competition diagnosis, brand-consumer relationship diagnosis, and brand internal support system diagnosis.

Declining loyalty to brands. It can be used to diagnose the relationship between brand and consumer and brand competition.

Brand extension issues. When deciding whether a brand can be extended, the current situation diagnosis tools that can be used include brand association diagnosis, brand-consumer relationship diagnosis, and brand internal support system diagnosis.

Brand decline and revival. It can carry out brand association diagnosis and brand internal support system diagnosis.

Brand mergers and acquisitions. In brand mergers and acquisitions, only brand equity value assessment is the only meaningful way to diagnose the current status of the brand.

Clarify the ultimate purpose of marketing, which stages are divided into several stages to execute, and what is the task at this stage? How is the implementation, what is still insufficient, and what is the reason for the shortage? Constantly correct mistakes and make up for deficiencies.

It also depends on whether the general direction of marketing is correct, if there is a problem with the general direction, the efforts are in vain!

Value transmission is the material basis of the brand, without the use value, the brand will lose the foundation of existence; The market performance is the result of the historical development of the Zhisui Travel brand, the basis for diagnosing the history of the brand, and the starting point for diagnosing the future of the brand; The competitive prospect is the prospect of the future of the first stool brand, and the insight into the brand competitiveness and growth momentum. According to the strength of the brand's performance in these three elements, the market position of the brand, the market effect of the brand strategy, the brand competitiveness and the future direction of brand management can be clearly defined. Based on the balance of the performance of the three elements, we can derive the following eight brand diagnostic results:

Strong brands, weak brands, growth brands, popular brands, peculiar brands, real big brands, low-priced brands, family or niche brands.