Brand anniversary marketing, how to play is the most effective

This year marks the 30th anniversary of KFC's entry into China, and related campaigns such as I Have Fried Chicken, Do You Have a Story and **Back to 1987 have triggered a small-scale collective nostalgia.

In this event, KFC collected users' stories related to KFC, and tried to use Yuan's finger-sucking original chicken and 8 cents mashed potatoes to bring people back to 1987, which really took a sentimental route. Just today, KFC held the "Shanghai KFC Art Image Exhibition", which is also intended to "find memories with KFC".

Judging from the reactions of netizens, although this plan does not have the potential to be a hit, it is undoubtedly likable. KFC's official Weibo also posted personal stories told by many netizens, which inevitably reminded many people of the childhood days when they wanted to use KFC as a reward, and it is difficult for people not to be moved by innocence.

Anniversaries are not only discounts and **, but also rebuild the warmth and beauty of the brand. For example, Fuji Pharmaceutical Co., Ltd., which wrote on its 60th anniversary advertisement: "Founded in 1954.

In the past 60 years, it has sold medicines, pharmaceuticals, and opened pharmacies", which summarized the development and changes of the past 60 years in just one sentence. Mercedes-Benz also released a set of print advertisements on its 130th anniversary, documenting important milestones in the brand's history.

Similarly, Apple's 40th anniversary release of the ** advertisement "40 seconds condensed 40 years", the classic product vocabulary is like a cultural symbol, but it is presented in a ** way.

Also about the history of the brand, the British luxury brand Burberry chose to release a micro-film to pay tribute to the founder on its 160th anniversary. Based on the brand's founder, the film imagines, draws on and recreates his saga from youth to adulthood, starring Domhnall Gleeson, Lily James, Sienna Miller and many others.

Looking back at the past, there are also brands looking to the future.

For example, BMW made an H5 on the 100th anniversary, talking about "the next 100 years".

Another example is the headline of the advertisement for the 70th anniversary of Sumitomo Rubber Company: "In the country of ** no Rubber has a new mission, that is, 'shock control'." At the 70th anniversary, he emphasized that the challenge for Sumitomo Rubber's future is to "withstand the shaking from today."

It's not just branding, but it also comes with some commitment and responsibility.

TV commercials. Radio advertising.

Brand marketing is the process of enabling customers to form a cognitive understanding of the company's brand and products through marketing, and it is a high-grade marketing concept that enterprises must build if they want to continuously obtain and maintain competitive advantages.

There are two ways to do this:

1. Formulate a reasonable strategy to expand market share with preferential treatment 2. Formulate a reasonable service strategy to build reputation with service and form a brand advantage.

In short, brand marketing strategy is a marketing strategy with brand output as the core, including the planning of brand spirit concept, brand visual image system, brand space image system, brand service concept and action plan planning, brand communication strategy and brand channel strategy planning, public relations and event marketing strategy planning, etc.

Festive marketing is regarded by the marketing industry as the best time to sell, and it is also the moment to create the scope of the traditional brand market.

Although it captures the psychology of consumers greedy for cheapness, it lacks brand connotation and concept, just like a love without emotion, and it is a pity in general.