Brand or sales, which is more important?

First of all, sales volume and brand, these two concepts are not contradictory in themselves; Second, from a value perspective, both concepts share a common goal of interest, so they cannot be separated; In addition, this kind of debate is really not new and meaningless, but since everyone has talked about it, I want to join in the fun and talk about my personal opinion, because we do marketing planning, in fact, we often encounter such "problems" that are not problems.

Let's start with sales. Product sales has always been the most direct goal of the enterprise, it can be said that all the behavior of the enterprise is to make efforts for the sales of products, because the profits of the enterprise are achieved by relying on the sales of products, there is no certain sales, the development of the enterprise is impossible to talk about, it can be concluded that product sales is a hardware that every enterprise must strive for, is the last word, leaving this talk about what development and the like are putting the cart before the horse. This is my point of view, and it should be a truth that every business recognizes.

And what is the brand? Brand is the brand of the product, but also the identification mark of the birth of the product, objectively speaking, as long as the product has a name is a brand. But we are accustomed to talking about the brand naturally does not mean this, but a unique perception and religious fascination of consumers for a certain brand and its products, according to such strict brand standards, there is no company in China that can achieve a real sense of brand, at best, through advertising to make the product brand more well-known than the product brand that does not advertise.

According to the above analysis, in fact, it is not difficult for us to come to a new conclusion, brand communication is to promote product sales, and product sales have risen, and even become the first in the industry, then it has brand influence, even if it has never done communication. A simpler way to say it would be "sales boost the brand, and the brand drives sales".

Is it to do sales first? Or do you want to do the brand first? Many businesses encounter such problems. Another way of saying this question is, which is more important, sales or branding? In my opinion, the only right thing about this question is that both are equally important!

Sales is to spread the brand, and to do the brand is to promote sales. This is a bit tongue-twisting, but it's not difficult to understand. In the contact and communication with customers, the salesman conveys the strength, culture, quality, service, technology, history and other brand information of the enterprise tangibly and intangibly.

Through the words and demeanor of the salesperson, the customer can perceive the company's brand to a considerable extent. Similarly, the brand communication behaviors of enterprises such as image, advertising, and participating in exhibitions have also directly promoted the growth of sales, and to some extent are playing the role of salesmen.

The relationship between sales and brand is like the relationship between point and surface. Sales is the point, and the brand is the surface. Sales represents short-term market performance, and brand represents long-term market share potential.

Sales usually only care about order fulfillment and short-term sales, and do not consider long-term market share potential. Brands usually think about the overall and long-term performance, rather than the short-term gains and losses of one city and one place. Only by combining points and surfaces can we occupy the market.

The Internet era has profoundly changed people's consumption patterns, and with the rise of live streaming, it has continuously affected people's consumption concepts. From blind to trendy, impulsive to rational, consumers now believe more in seeing is believing. When you see the brand influence with your own eyes and experience the strength of the product, you will trust this brand that brings you a good experience.

1. The importance of brand influence

1.It is a very important cornerstone of sales conversion.

2.Brand influence has become an important factor influencing customers' choice of products, and the greater the brand power, the higher the added value and market share.

3.It symbolizes the spirit of enterprise, represents the corporate culture, highlights the personality of the enterprise, marks the product quality, is a comprehensive reflection of the core influence and extension influence of the enterprise brand, and is the most concentrated embodiment of the influence at a higher level.

2. Measures for monitoring brand influence3.Comparative statistics of word-of-mouth changes before and after marketing and during the process;

4.Compare and analyze the network volume with competitors, etc.

Brand is a kind of trust, a kind of guarantee, and also a façade. For example, Alipay, if you trust him, you will save money, and if you lose the money in it, he will pay for it, this is the guarantee, when it comes to Alipay, it is all kinds of good, good, good, this is the façade. If there is a problem with Alipay, you say that the impact is not great.

That's the impact of the brand.

Brand influence refers to the ability of a brand to open up the market, occupy the market, and obtain profits. Brand influence has become an important factor in influencing customers' choice of products. Brand influence is a comprehensive reflection of core influence and extension influence, and it is the promotion and most concentrated embodiment of influence at a higher level.

First of all, let's understand what a brand is, the brand has been determined and recognized by countless people, it has a certain amount of loyal silk powder, which can bring it profits, such as millet powder, every time Xiaomi releases a new product, it is often the first time to announce and buy, maybe we outsiders do not understand this behavior, but they are often willing to promote and buy. That's the impact of branding

The influence of the brand needs to be evaluated with big data, or it should not be too false.

Both branding and marketing play an important role in the development of a business, but they have different focuses and roles.

Brand is the core asset of an enterprise, and it is the cognition, emotion and value that an enterprise establishes in the hearts of consumers. A brand represents a business's identity, reputation, and personality. A strong brand can help businesses stand out in the market, establish an image that is different from their competitors, and build deep emotions and loyalty with consumers.

Brand building is a long-term process that requires an investment of time, resources, and strategy to build and maintain a brand's distinctiveness, recognition, and value.

Marketing is the specific means and strategy of brand promotion and marketing. Marketing encompasses a variety of marketing activities, including market research, positioning strategies, advertising, channel management, and more, with the aim of driving product sales, increasing brand awareness, engaging target audiences, and building brand awareness. The goal of marketing is to connect with consumers and guide them to purchase and choose a specific product or service.

When it comes to the more important question, it can be said that branding and marketing complement each other and support each other. Brand provides the foundation and direction for marketing, and marketing is the means of brand communication and promotion. Without a strong brand, the effectiveness of marketing may be greatly reduced; Without an effective marketing strategy and execution, brands may not be able to reach their potential and target market.

Therefore, both branding and marketing are important, and both need to be coordinated and integrated with each other. Building a strong brand and communicating it to your target audience with an effective marketing strategy will help you gain a competitive advantage in the market, increase sales and performance, and win consumer loyalty.

Judging from the sales volume of outdoor sports brands in 2017, the number of brand fans and sales basically showed a positive correlation.

This year's Singles' Day, Nike became the first apparel brand on Tmall with sales of more than 1 billion yuan (RMB, the same below), followed by Adidas in second place.

Anta's sales volume increased by 66% year-on-year to 100 million yuan, ranking third among sports and outdoor brands in terms of turnover, and ANTA's e-commerce sales reached 60% of its e-commerce revenue in the first half of the year.

In addition, the sales amount of Li Ning and Xtep were 100 million yuan and 100 million yuan respectively, a year-on-year increase of 21% and 83%, ranking fifth and eighth on the list.

This shows that the number of fans of sports brands determines the sales of corporate products to a certain extent, which further affects the performance of industry disturbances.

Does anyone know about this issue? What is branding, why does branding need marketing. Does anyone know about this issue?

BAI Importance (Role) of Trademarks:

Trademark registrants are protected by ensuring that trademark registrants have the exclusive right to identify goods or services to their source, or to license them to other respondents for remuneration.

Broadly speaking, trademarks contribute to a positive and enterprising spirit around the world by rewarding trademark holders for recognition and economic benefits. Trademark protection also prevents unfair competitors, such as counterfeiters, from using similar distinguishing marks to promote inferior or different products or services. Such a system would enable skilled and enterprising people to produce and sell goods and services under the fairest possible conditions, thereby contributing to international development.

Trademark is an important part of the product and packaging decoration picture, exquisite design, profound meaning, novel and unique, outstanding personality of the trademark, can be a good decoration of products and beautify the packaging, so that consumers are willing to buy.

For consumers, a brand is the image and feeling that influences consumers' choices and purchases;

For the owner of the brand version, the brand is a tool to stimulate the subconscious power of mass consumption;

For **, brand is an intangible asset that provides a premium for products and services.

There are many elements of a brand: name, logo, founder, founding time, headquarters, team, capital, products, services, technology, marketing, etc., and the core elements of a brand are the name and logo. Behind the name is the language, behind the logo is the culture, the brand is through the language and symbols to transmit the image and the public cognition (especially the subconscious) to relate, and then affect the marketing of products and services, the brand name and logo to convey the image often determines the future of the enterprise.

Many of us are still in a very initial stage of brand understanding, thinking that as long as the product is good and the service is good, just give a name and make a logo at will, think that brand planning is a very simple thing, but we don't know that consumers are spiritual, consumers are picky, consumers are not only picky about the quality of products and services, but also picky about the brand name and logo to give him her feeling. The image of the brand name and logo affects the choice of consumers, and also determines the future pattern and life and death of the enterprise.

One. Brand supply marketing.

Different from the relationship between communication and marketing that we have said in the past, the most fundamental part of marketing brought by the brand is supply, there is no concept of marketing without the brand, the concept is always just the concept, no matter how good the marketing strategy is planned, if there is no brand to do the supply, do you want to sell the idea? Generally speaking, Huawei is a brand, and marketing is to sell the products under this brand, so this most basic supply relationship is easy to understand.

Two. Brand is better than marketing, and marketing feedback is to the brand.

Why is the brand superior to marketing, when we see a brand doing publicity, the brand must already exist, and this publicity is a brand marketing strategy, so how is the brand formed? In fact, it also comes down to communication and marketing, in other words, if a brand does not have good marketing data, then the brand image will also collapse, for example, Nokia was almost the leader in the mobile phone industry ten years ago, its brand value, brand image, and market share have almost reached the level of monopoly, but then due to the wrong direction of development, its marketing data has declined, and eventually the brand has been almost forgotten by the world. How many people can you still see using Nokia phones today? This is a case where marketing fails to feed back to the brand and causes the brand to collapse.

Three. The difference between marketing and branding in terms of strategy.

Marketing strategy is very direct, the purpose is to sell more, high sales, so as to generate high profits, get income, usually marketing strategy is through the analysis of consumers, research out a series of ways and means to sell specially, the earliest marketing strategy such as "jumping price sale", etc., are the originator of marketing strategy operation methods, now the marketing strategy is going to be more graded, hunger marketing, word-of-mouth marketing, all kinds of marketing methods emerge in endlessly, but the result is to make the product have high sales performance.

The brand strategy is a process of accumulation, not a one-time program planning to achieve the goal of one thing, the brand strategy is a bit similar to the brand to establish the direction, a process of shaping personality, take the Dove brand as an example, as a well-known brand in the chocolate industry, Dove's brand strategy is to take the direction of the couple's chocolate, Valentine's Day, girlfriend's birthday, Tanabata and other days, are Dove chocolate hot sale days, this is Dove's brand strategy, can also be called brand characteristics, It is clearly distinguished from marketing strategy, and it is a strategy that has a long-term effect.

The difference between brand and marketing is a bit like the relationship between CPU and GPU, both of which cannot exist independently, both are mutually supplied and demanded, but they also have their own functions, so when talking about brand and marketing, the two must be combined to analyze.