How SMEs can use branding strategies 10

For large brands, the brand issue focuses on maintaining and deepening, while the brand issue of small and medium-sized enterprises focuses on adjustment and clarification. We all know that the value of a brand lies in the fact that the brand has become a concept rooted in the minds of consumers, thus prompting them to generate consumption behaviors that are in line with the brand's goals. The process of brand value formation is actually a kind of brand concept communication process or it can also be said to be the process of forming consumer brand concept, which requires brand communication cost as the basis.

Specifically, in the process of product sales, let it have a common name, logo, in order to ensure its uniqueness, you go to the industrial and commercial bureau to protect it, in order to make the name and mark easier for people to remember, then you need to set the font down, with the right color as the background to express, so the font and color of the two brand elements have also become the basis need to be invested. In fact, even if you don't want to do the above four elements, your channel providers and terminals and even the market environment will force you to do it. In this case, we will standardize it, and it will be the same for 2 to 3 years, and then your brand concept will gradually intervene in the minds of consumers, which is your brand strategy behavior.

Small and medium-sized enterprises generally start out of the start-up period. One of the basic requirements for establishing a brand in the entrepreneurial period is that the enterprise itself has strong strength, promising development, and high substitutability of products, that is, the difference between competing products is very small, and the rational interest drive is not enough to change the customer's purchase behavior. If the enterprise chooses to establish its own brand, it is necessary to establish a strong brand awareness at the beginning of the business, carry out a comprehensive plan for the brand, and aim to create a brand in many aspects such as enterprise operation, management, sales, service, maintenance, etc., not only relying on traditional tactical methods, such as logo design and communication, advertising, etc., but focusing on the long-term development of the brand.

Many domestic enterprises always want to achieve it overnight, simplify the brand strategy into how to start the brand awareness as soon as possible, and use the well-known business ** to create one after another well-known brands in a short period of time, but most of them are short-lived, the reason is that the enterprise does not carry out a comprehensive plan for the brand in the process of establishing the brand, and determine the core value of the brand. Therefore, in addition to building a brand as soon as possible, the key issue is to establish the core value of the brand, provide customers with a unique reason to buy, and strive to let customers know through effective communication and communication.

Which companies use individual brand strategies

Individual brand strategyIndividual brand strategy refers to the use of different brands for different products and varieties. For example, Shanghai Toothpaste Factory has brands such as Megazen, Zhonghua, and Baiyu.

Using this and the stove strategy, we can strictly distinguish different products and varieties, distinguish the quality of the brand, and the quality of a product will not have a negative impact on the overall image of the enterprise. However, enterprises need to advertise for each brand separately, and the promotion cost is high, and it is difficult to establish the market image of the enterprise.

1.Brand planning makes the brand have the function of being recognized, provides the basis for advertising and other activities, plays a guiding role in consumer purchase of goods, and at the same time, brand-name products have a stronger attraction to customers, which is conducive to increasing market share.

2.Brand planning can facilitate consumers' product choices and shorten consumers' purchase decision-making process. Choosing a well-known marketing brand is undoubtedly a hassle-free, reliable and risk-reducing method for consumers.

3.Brand planning can better improve the visibility and reputation of the brand, and enterprises must shape the brand personality. This is a necessary investment in order to bring long-term benefits to the business in the future.

Whether the promotion method adopted by the brand is appropriate is related to the improvement of brand competitiveness and influence. Brand planning can be the corresponding promotion plan, for specific products, specific market objectives, specific market conditions to set certain advantages, suitable for the promotion mode of enterprises, flexible and changeable, and carefully absorb consumer feedback.

1. It can reduce the cost of product transactions. When the brand has occupied the minds of consumers, that is, after consumers know, understand, and be familiar with your brand, the enhancement of consumers' purchase decision-making ability can reduce the cost of publicity and communication with customers in the later stage.

2. Brand equity can be formed. When consumers identify with your brand, then your product is not only a product, but also a choice based on the brand when competing in the same industry, and the brand is the intangible asset of the enterprise.

Nowadays, there are a variety of brand marketing methods, compared with traditional brand marketing methods (TV, newspapers, outdoor public relations, etc.), network brand marketing is gradually favored by enterprises, but the core of network brand marketing strategy is to solve the problem of user trust, because of the virtuality of the network, how to make consumers trust the enterprise brand and products is the core key.

Types of Corporate Branding Strategies:

Corporate Strategy, Overall Strategy, Corporate Stability Strategy, No Change Strategy, Profit Strategy.

1.Enterprise development strategy: Developing enterprises are also the strategies adopted by most enterprises.

2.The overall strategy of the enterprise is to determine the development and goals of the enterprise, the areas and businesses to enter or exit'Choice and Give-Up.

3.A stabilization strategy, also known as a defensive strategy, refers to a strategy that remains at the starting point and scope of the business environment and internal conditions.

4.Development strategy, also known as offensive, refers to making full use of external opportunities to dig deep into internal resources and seek higher development. It is the strategy of choice for most developing companies.

Characteristics of corporate branding:

1.Brands

Brand means a name, term, mark, symbol or design, or a combination thereof, intended to identify the goods or services of a seller (or group of sellers) and intended to distinguish a seller (or group of sellers) from competitors. It includes the brand name, trademark, all brand names, and all trademarks that are part of the brand or brand.

2.Brand name

A brand name is the part of a brand that can be addressed in language. For example, Coca-Cola, Chevrolet, Aifang, etc., are all famous brand names in the United States.

3.Brand logo

A brand logo is a recognizable part of a brand that cannot be called by words, such as symbols (symbols), designs, distinctive colors, or lettering.

4.Trademarks

After the enterprise is registered with the relevant competent authorities, it enjoys the exclusive right to use a certain brand name and brand logo, which is protected by law and shall not be imitated by any other enterprise. Therefore, a trademark is essentially a legal term that refers to a brand or part of a brand that has been granted exclusive right and is protected by law.

5.Branding

All business activities in which an enterprise stipulates a brand name and brand logo for its products and registers with the relevant competent authorities are called branding.

Benefits of Corporate Branding:

facilitates order processing and tracking of products; protect certain unique features of the product from being imitated by competitors; provides an opportunity to attract loyal customers; Helps in market segmentation; It helps to establish the product and corporate image.

Although branding is the general trend of the development of the commodity market, for a single enterprise, whether to use the brand must also consider the actual situation of the product, because while obtaining the above-mentioned benefits brought by the brand, it is also necessary to pay huge costs for establishing, maintaining and protecting the brand, such as packaging fees, advertising fees, labeling fees and legal protection fees. Therefore, in some supermarkets in Europe and the United States, there is an unbranded phenomenon, such as thin noodles, toilet paper and other simple packaging, cheap basic daily necessities, which allows enterprises to reduce their spending on packaging and advertising to obtain the best advantage.

1. Clear brand positioning.

Brand positioning is the first and foremost core, it is the starting point and destination point for establishing the brand and realizing the sales value, and it is the foundation for later promotion. Brand building is mainly to highlight differentiation, there are three steps: that is, to explore market opportunities and find the target market; Benchmark against competing products and look for differentiated advantages; Spread differentiation and build awareness.

I believe that any product will inevitably do market research from the initial idea to the later stage of the product, and the essence of market research is to find a breakthrough for differentiation. Without differentiation, brand products will be regarded as ordinary products or similar products, and competition for limbs and beams tends to be built on the basis of excellence.

With differentiation, target customers immediately understand the value of the brand and why they should embrace it over the competition. Only by clarifying the differences, highlighting the differences, and creating products around the differences, will the connection be established in the minds of consumers over time, thereby strengthening the brand tonality.

2. Increase the added value of the brand.

The increase in the added value of the brand is invisibly equivalent to building a bridge between itself and potential customers. Successful brands are often able to consistently maintain the added value they bring to their customers and are able to make repeat purchases.

For example, many brands will ask celebrities to endorse and promote products, after all, in the era when traffic is king, the use of celebrities can achieve the purpose of promoting brand products in a short period of time and increasing the best degree, which is also a means to increase the added value of the brand.

3. Establish brand relationships.

Brand relationship is also known as brand resonance, that is, the brand begins to have a resonance effect with consumers. This is when it starts not only as an emotional resonance, but as a deep connection between the customer and the brand.

At this time, the brand has accumulated enough brand equity to form a competitive advantage based on the brand. The brand has become one of the major assets of the enterprise, and the financial value of the brand has begun to be truly highlighted. In addition, enterprises can rely on the brand to win profits far higher than their peers, rely on the brand to resist unexpected risks, and rely on the brand to drive the improvement of other businesses of the enterprise, and the brand has also become the benchmark of the industry.

Branding is a necessity for any business that wants to connect its products with users. However, most companies do not pay enough attention to brand building, or pay attention to it but are not able to do a good job, so they need to have a professional company to plan and assist.

Aggregate Investment, a professional investment outsourcing company, can better improve the accuracy of project diagnosis by carrying out online project diagnosis, online roadshows, etc. In the early stage of cooperation, Convergence will conduct market research according to the project, fully clarify the operability and differentiation between the project and competing products, the project and the industry, and the project and the market, clarify its own purpose, and strive to build a brand.

During the cooperation period, the aggregation investment promotion will incubate, formulate brand strategies and create tools according to the actual situation of the project at this stage. Brand building and promotion are selected to attract investment.