The brand meaning of corporate brand management, what is the definition of brand

Unit 1 Fundamentals of Brand Management.

Lesson 1 What is branding and brand management.

1. Why should you pay attention to brands?

Brands are valuable assets, and if they are managed properly, they are able to provide a steady stream of expected revenue. According to a survey by the United Nations Industrial Programme, brands account for less than 3% of all product brands, but they account for more than 40% of the market share and more than 50% of sales. In the 21st century, when economic integration is intensifying, the competition between multinational companies is also more manifested in brand competition.

1. Definition of brand.

A brand is a name, term, mark, symbol or pattern, or a combination thereof, that identifies a consumer or group of consumers for a product or service and distinguishes it from that of a competitor. A successful brand is recognizable and adds meaning to itself in some way, making the seller or user perceive relevant, unique, sustainable added value that is most likely to meet their needs.

First, the definition emphasizes "successful brands." It takes time and money to develop a successful brand, which is actually an investment that, if managed properly, will generate good profits. But if you take a short-sighted approach to your brand investment, it's hard to build a successful brand if you cut it back or change your brand strategy without a quick return.

Second, the definition emphasizes the "recognizable" brand. One of the functions of a brand is to make people recognize it quickly. Branding is an effective cognitive tool, as well as a differentiation tool.

Note, however, that a brand is not the same as a "trademark". A trademark is a name, logo, or symbol that distinguishes a business's products and services from those of other businesses. It can be made up of words (e.g., "Unilever"), letters (e.g., "p&g"), numbers (e.g., "symbols" (e.g., the golden arch of McDonald's), or shapes (e.g., the pyramid shape of toblerone chocolate).

What makes a brand different from a trademark is that it provides both functional and emotional value.

Third, the definition refers to "relevant value". That is, in order to transform a product or service from a simple commodity to a branded product, it is necessary to strive to increase the value of the product and increase the value of the core offering. Fourth, another key word in the definition is "continuous".

Product-based brands need to stay technologically advanced, and service-based brands must maintain an excellent delivery process at all times. Maintaining a brand's functional value is a daunting task.

The multifaceted nature of the brand.

Branding is a multifaceted concept. A great tool for understanding the nature of a brand is the "brand iceberg". The 15% exposed is used to distinguish the name or slogan of the product or service offered by the company, and the 85% underwater is a guarantee of a constant level of quality.

First, it's the visible part of the brand (name or tagline) that is often talked about, rather than the invisible value addition process within the organization, but it is the process that gives the brand a competitive advantage. Second, the competitive advantage of the brand not only revolves around marketing, but also includes other internal factors, including the company's employees, R&D capabilities, customer service, logistics, and so on.

Brand Management: Thinking Guidance and Case Analysis.

Brand refers to the level of consumer awareness of a product and its product range.

In a broad sense, "brand" is an intangible asset with economic value, which is a comprehensive reflection of abstract, unique and recognizable mental concepts to express its differences, so as to occupy a certain position in people's consciousness. Brand building is long-term.

"Brand" in the narrow sense is a kind of "standard" or "rule" with internal and external sides, and is a general term for an identification system that makes it unique, valuable, long-term and cognitive through the standardization and regularization of the four aspects of concept, behavior, vision and hearing. This system is also called the CIS (Corporate Identity System) system.

The first step is to create differentiation, that is, to deliberately choose a different set of business activities to create a unique value mix. Thinking about operational effectiveness is like thinking about how to do one's job well, it involves how to make oneself good and what each business should do and how to do it; Thinking strategy, on the other hand, is a person's thinking about what should be their job, and this thinking is based on cost and difference, and it is about making a difference through careful choice. Or, operational effectiveness tells you what to do with your business, while strategy tells you what to do that is more valuable to you.

There's a good saying,"The more national it is, the more global it is"。Strategy must represent a value proposition that differentiates itself. This value proposition is related to the individuality of Kmind Consulting, which is a professional....

The starters: Very good.

Brand management is an important part of marketing management, and mainstream management courses such as EMBA and MBA all include brand management as an important part of their education for managers.

Brand is the subjective impression that consumers have of a product, and makes consumers have a purchase preference when choosing the product.

1) Build credibility.

Build a reputation for excellence. Because credibility is the foundation of a brand. Brands without credibility have little to do to compete.

A lot after the WTO"Ocean"The hot spot of brand competition with local Chinese brands is reputation. Due to"Ocean"Over the years, the brand has formed a standardized management and management system in the world, so that consumers affirm the credibility of its brand far more than the local brand.

2) Enlist support.

Because without the full support of all levels of the value chain, it is not easy to maintain a brand. In addition to customer support, support from experts, authorities and distributors is equally important. Sometimes, we also need the support of celebrities and use their effects to increase the credibility of our brand.

3) Build relationships.

Due to the dynamic changes in customer needs and increasing access to information, providing customers with personalized and diversified services has become the only way. Only brands that have built strong, long-term relationships with their customers will be the winners. Therefore, domestic and foreign brands spare no effort to find ways to establish direct contact with customers and maintain customer loyalty.

iv) Increase opportunities.

Customers' buying habits are changing dramatically. There are fewer and fewer opportunities to make a purchase based on advertising information alone. Consumers need to try or experience before making a purchase before deciding whether to buy or not.

Therefore, the challenge of brand maintenance and promotion becomes how to let customers fully understand the quality and function of the product or service in the most convenient environment without spending too much time and energy.

end Charnen gadfly.