Six models of brand strategy, how to upgrade brand strategy

1.Product brand strategy.

2.Product line brand strategy.

3.Categorical brand strategy.

4.Umbrella brand strategy.

5.Brand Strategy.

6.Guarantee brand strategy.

1. Brand positioning.

Brand positioning is a major strategic decision related to the establishment and development of the brand, and it is also the premise of the implementation of various specific brand marketing strategies.

2. Brand promotionDomestic brands have also realized the necessity and importance of brand promotion, and have spent a lot of money to invite celebrities to endorse and shoot advertisements to promote their own brands. Through advertising and celebrity endorsements, the brand can be recognized by consumers or potential consumers, and then shape and enhance the brand image. However, some brands quickly gained great popularity and became the new favorite of the market once they were launched, while some brands did not get the desired publicity effect, and an important reason for this difference is the selection of brand spokespersons.

3. Brand extension.

Brand establishment is only the beginning, and taking effective means to add value to the brand can make the brand gain a long-term foothold in the market. Brand extension is the core of realizing brand value appreciation; Only by transforming the concept of "brand-product" into the concept of "brand-asset" through brand extension can the value-added of brand value be truly realized. In the field of casual wear, brands are mainly extended through brand expansion, main and sub-brands, multi-brands and other forms.

1. Celebrity planning.

1. The symbiotic hero who uses the enterprise, the first is the founder of the enterprise; The second type is the entrepreneur who revitalizes it.

2. Take advantage of the corporate situation heroes.

3. Take advantage of celebrities.

2. Famous product planning.

Famous product planning, that is, to promote the corporate brand with fist products. Take a product as a breakthrough, focus on tackling key problems, improve quality, improve visibility, and then drive the brand image of the entire enterprise. A famous product can be a product or a service.

3. Famous places. Famous place, that is, to use the objective advantage of geography to promote the core competitiveness of the brand. Famous places include:

1. Natural geographical advantages;

2. Economic and geographical advantages;

3. Advantages of human geography.

Fourth, the famous family. Famous family, that is, to the overall success of the enterprise to drive the success of the brand, with this fine name enterprise, in the future they will produce other products are all "love house and black".

Under the wave of industrial branding and brand industrialization, brand has become the leading force to change the industrial pattern and lifestyle, and has also become the most valuable core asset of the enterprise.

Competition without a brand is a weak competition, a market without a brand is a fragile market, and an enterprise without a brand is a dangerous enterprise." All this has made more and more companies begin to pay attention to the powerful "marketing**" of "brand".

What opportunities will Chinese companies have under the wave of brands? For various industries, for those companies that want to build a brand, opportunities and challenges coexist, and for now, there are two areas with the most potential and hope to create a brand.

The first is manufacturing. For the manufacturing industry, it is important to have product innovation, professional technology control, appropriate market entry points and reasonable brand models.

The second is businesses with brand equity. They must adhere to the business principle of starting with the customer and ending with the customer, and realize and amplify the value of brand equity by continuously creating brand experiences.

If a company wants to achieve long-term and sustainable growth and success, it is inevitable to create a strong brand.

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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 also has to pay huge costs to establish, maintain and protect the brand, such as packaging fees, advertising fees, labeling fees and legal rental Gao's protection fees.

Therefore, in some supermarkets in Europe and the United States, there is a phenomenon of unbranded, such as thin noodles, toilet paper and other basic daily necessities with simple packaging and low cost, which allows enterprises to reduce their spending on packaging and advertising in order to gain the best advantage.

Because everyone's consumption upgrade cares a lot about matching with themselves, rather than just considering cost performance.