Benefits of Brand Integration 5, Benefits of Multi Brand Strategy

PR Resource Network is proud to answer your questions:

1. SEM PPC.

2. Network alliance advertising.

**Alliance, together with SEM, is called Dasou.

3. Portal advertising.

5. In-feed advertising.

7. Advertorials.

In the form of **, published in the central media, business ** or portal**, to publicize the business information of the enterprise, soft implantation.

8. E-commerce advertising.

It refers to the advertisements placed by customers on e-commerce platforms such as **, Tmall, Pinduoduo, etc., in order to obtain a large number of goods**.

9. Q&A ads.

10. Forum promotion.

For example, paste bar, Tianya, cat pounce.

11. Self-promotion.

12. Live streaming.

Including **live broadcast, Douyin live broadcast with goods.

13, Little Red Book Grass.

14. Weibo promotion.

Super fans, cornucopia, splash ads, hot searches, etc. are all commonly used forms of promotion on Weibo.

The cornucopia is the diffusion of KOLs or celebrities endorsing Party A's blog posts, which can be understood as Weibo information flow advertisements.

15. SEO optimization.

The disadvantage of optimizing the ranking of the official website and relying on organic traffic is that the cycle is long and it is easy to fall off without maintenance, so the cost is not low.

16. Word-of-mouth marketing.

17. Social Advertising.

19, B2B** promotion.

Such as Alibaba, HC, Bafang Resources Network, China's ** business, etc., publish ** products on it.

21, Mail**.

The advantage is that it is cheap, and the disadvantage is that spam ads are easy to block and the open rate is low.

22, SMS**.

Similar to email**.

23, Kol Koc Marketing.

24. Official website construction.

Establish a corporate official website to facilitate customer contact. It is equivalent to opening a green channel.

25. Promotion of classified information.

58.com, Ganji.com, Baibai.com and other classified information platforms, the number of users is also very large.

Recently, I discussed a multi-brand strategy with a friend.

The most immediate benefit of a multi-brand strategy is to meet the needs of different groups. High, medium, low, hierarchical brand matrix, which can cover the most people.

Single-brand strategy, although it can be achieved by launching different collections, will be less effective. Because it is difficult to distinguish the products of the same brand in terms of service, or the high-end and low-end series will lower the positioning of the brand, and the high-end series is not enough to meet the consumption psychology of high-end users.

Apple's mobile phone has always represented high-end and smooth, but with the rise of mobile phone brands such as Huawei and Xiaomi, Huawei has seized Apple's share in the high-end, and Honor has won the favor of a large number of users in the low-end. Xiaomi is also using the same strategy, with Xiaomi going high-end and Redmi going low-mid. Can Apple still gain the vast majority of market share as before, the result can be imagined.

There is also an indirect benefit to a multi-brand strategy. In the long run, the multi-brand strategy can support the domestic first-class chain and realize the independent and controllable whole industrial chain.

Because at the beginning, the best suppliers of parts are foreign brands, and we want to launch high-end mobile phones like Apple mobile phones, and we must use advanced foreign components. In the long run, it will inevitably be controlled by others.

However, the use of domestic parts, the performance can not meet the high-end users, and it will also damage the value of the existing brand.

A solution to the best of both worlds is to implement a multi-brand strategy, with high-end brands using advanced foreign components; Low-end brand, using domestic parts. Although the low-end brand is low, the sales volume is very large. Driven by huge sales, the domestic ** chain is alive, and it will get better and better.

With the accumulation of time, some excellent domestic parts manufacturers have grown up, and can even replace foreign first-class merchants.

To support the domestic chain, for enterprises, they can not only reduce costs by using rulers and domestic parts, but also improve the profitability of products; The security of the ** chain can also be guaranteed. For the society, it can drive many businesses to get rich, so it must be strongly supported and provide various preferential policies for enterprises.

The above are the two major benefits of multi-brand strategy, the first benefit is from the perspective of short-term marketing; The second benefit is analyzed from the perspective of long-term chain, profitability and support.

Through these two benefits, enterprises make money, and they have abundant funds to invest in R&D, and the technological advantages brought by R&D can keep enterprises ahead for a long time. This style of play is the secret of China's mobile phone industry from weak to strong. Now the product iteration and functional innovation of domestic Android mobile phones far exceed those of Apple mobile phones, which is proof of this.

1.Be precise in your brand positioning.

Different industry brands have different positioning, and brand positioning can be considered from several dimensions such as market positioning, ** positioning, image positioning, geographic positioning, crowd positioning, and channel positioning.

2.Brand image building.

Brand image refers to the connection between a certain brand and certain things and certain events in the life and work of target consumers. Brand image building is a long-term process, and brand image building needs to grasp the principle of systematization, the principle of full staff, the principle of unity, the principle of distinctiveness, and the principle of emotion.

3.User experience of the product.

When a user chooses a product, in addition to the brand factor, the more important point is the product, the quality, practicality and user experience of the product have a great impact on the user's choice of brand.

Therefore, enterprises need to pay attention to meet consumer psychology and market demand in the production and design of products, break through traditional thinking, and be brave in innovation.

When the marketing planning company formulates the plan for the enterprise, it will first understand the enterprise, so as to facilitate the formulation of the plan later. Moreover, many enterprises also need the help of the planning company when carrying out brand integrated marketing, so as to achieve better results, but they need to understand the problems existing in the integrated marketing process, so as to take solutions in time to avoid the impact on the enterprise.

1. Backward marketing concepts. While the ECR model and online marketing in developed countries are developing rapidly, most of China's enterprises are still obsessed with the first war and cannot extricate themselves, as if only the first war is the way to compete; At the same time, our companies are rejoicing in "making no gross profits and making money", and are working hard to collect the "admission fee" of the first business.

2. A perfect modern enterprise system has not yet been established. The property rights of enterprises are not clear, the phenomenon of operators being the main body is serious, and the system of operation and management is extremely imperfect. The consciousness of operators as the main body leads enterprises to ignore the interests of the state and the collective, and also makes operators lack the enthusiasm to innovate in the management system.

Business operators turn a blind eye to the problems existing in the integrated marketing of corporate brands, the procurement personnel accept kickbacks, and the maintenance of channel relationships is established at a low level.

3. Lack of unified theoretical guidance. The formation of marketing theories in China today is mainly based on the research of Western scholars: on the other hand, there are many brand marketers engaged in practical work who have summarized many theories characterized by emotion based on their own experience and experience.

Under the current circumstances, there are many different understandings in the theoretical and practical circles of enterprise integrated marketing in terms of channel management, and it is difficult to form a unified guiding ideology.

Brands have always been a hot topic. Many times, the success of a brand means the success of a business. The success of a brand can be measured in terms of profit or time.

There are always lessons to be learned from brands that span more than 100 years. If these problems can be properly solved, in the process of branding, it will be twice the result with half the effort.

These issues include: carrying forward the spirit of innovation, using word-of-mouth effect, product line extension, brand evolution, brand concept purification, guiding consumption concepts, subverting traditional ideas, interpreting brand stories, building character brands, and establishing brand leadership temperament.

Among all brands, although they are different, there are also some commonalities that cannot be ignored:

1.They all have a clear vision. These visions vary, but they are very clear.

2.Strive to differentiate your products and services.

3.Ideas that break the mold.

4.Be confident and persistent in your ideas.

5.Able to constantly change and innovate.

If you can't remember after reading this, remember one thing, and that is "clear and unambiguous".

Brand integration is a new brand management method that has emerged in the past decade, which refers to the following work in order to maintain and improve the long-term competitive advantage of enterprises: focus on brand management to establish the "banner brand" of enterprises; Clarify the relationship between the corporate brand or "flag brand" and other brands, so that brand family members can support each other; Leverage the value and influence of your existing brand for brand expansion.

Specifically, brand integration includes the following four aspects: senior managers should manage the brand from a strategic perspective; A reasonable relationship between the "banner brand" and the "product brand" should be established, and the existing successful brand should be extended to new products or new markets, and strive to expand the scope of the brand; More resources will be invested in the construction of "flag brand", and at the same time to ensure that the entire brand family has a unified image; The key to establishing a "flag brand" is to make the corporate brand image represent the essence of the brand, and this brand essence can be reflected in the product brand and conveyed to the relevant stakeholders of the enterprise.