Compared with product marketing, what are the benefits of brand marketing for enterprises?

In his book Marketing Management, Philip Kotler proposes that a brand represents six layers of meaning:

Attribute. The attributes of the Japanese grocery brand Muji are simple, simple and environmentally friendly. Because the whole brand focuses on the simplicity route, it has formed the attributes of the brand, and when launching new products, consumers will default to the fact that Muji's products are also simple and environmentally friendly, and this concept is deeply rooted in the hearts of the people, and the marketing of the products will be more labor-saving.

Benefit. A brand's attributes can be translated into benefits. When I buy something from MUJI, it shows that I am an environmentally conscious person. When I buy expensive Patek Philippe, it is a reflection of my status and achievement. <>

Values. Brands all have their own unique values. Haier's new building is based on the principle of today's work and today's completion.

Culture. Coca-Cola represents American culture. vans represent street culture. The perimeter of the Palace Museum represents Chinese culture. These brands themselves represent a certain culture, and their products naturally have this characteristic as well. <>

Personality. Brands also have personality. Di Lieba endorsed Dolce & Gabbana, and its own enthusiasm and beauty are in line with the strong southern Italian style of the Dolce & Gabbana brand, showing the brand's personality.

User. A brand reflects the type of consumer, which in turn reflects the brand's culture and values. Brand marketing helps to increase consumer loyalty. Products can be imitated, but brands cannot.

According to personal short-term view, product marketing is to achieve short-term sales increase of products, while brand marketing is a marketing behavior for the long-term benefits of enterprises or brands. One is a short-term behavior and the other is a long-term behavior. But in terms of purpose, it is actually to increase the sales of products and increase profits.

David Owig came up with an advertising concept in the 60s of the 20th century:Brand Image Theory (brand image, abbreviationbiIn short, the brand image theory can be summarized as follows:

1. The shaping of brand image is the main goal of advertising, not the product itself, advertising is to establish a good brand image;

2. Any advertisement made by the enterprise is a long-term investment in the brand, and even short-term interests can be sacrificed for the brand image;

3. With the increase of the homogeneity of market products and the decrease of differences, consumers are becoming more and more selective about the brand, so it is much more important to shape the image of the brand than to simply emphasize the specific functions of the product;

4. What consumers are pursuing when they buy:"Substantive benefits + psychological benefits"For some consumer groups, advertising should use its specific image to meet the psychological needs of consumers.

David Ogilvy put forward this brand image theory was all the rage, and it can still shape the brand image today, the benefits of brand marketing compared to product marketing, brand marketing is done well, so that customers can trust and rely on your brand for a long time, product quality and function are not so important, because as long as customers recognize your brand, it means that he believes in the quality, function, benefits and service of the product.

However, enterprises need to have a long-term vision and plan to do brand marketing, because brand marketing is a long-term behavior, just like David Ogilvy said, any advertising is a long-term investment in the brand, and even short-term interests can be sacrificed for the sake of brand building. So, in many cases, brand marketing doesn't necessarily work in a short period of time.

Compared with product marketing, most of us take the first activity, the first activity is to pursue the increase of product sales in the short term, the increase in sales, so product marketing is a marketing activity that must see results in the short term. <>

Enterprises need to formulate different marketing plans according to the marketing objectives of different periods, but brand marketing should be the advertising goal that any enterprise should pay attention to no matter what stage it is in.

Brand marketing advantage 1: It helps enterprises adapt to the market and meet consumer needs.

With the development of the economy and the improvement of productivity, the economic market has gradually shifted from a seller's market to a buyer's market"Shop around"of realistic conditions. Therefore, more and more companies have brand awareness and realize that in the market environment where consumers are becoming more and more active, only the implementation of brand strategy can occupy the market.

Brand marketing advantage two: help to improve the overall quality of the enterprise.

Brand products are the comprehensive embodiment of the company's scientific and technological level, management level and marketing level. The process of brand creation helps enterprises to improve the overall level of product quality, management quality, technical quality, and talent quality, and accelerates the technological upgrading of enterprises and the rationalization of product structure.

Brand marketing advantage three: help enterprises to gain a firm foothold in the fierce international business war and have an advantage in the market competition.

With the globalization of the economy, the stage of modern business competition has expanded from the whole country to the world. In the face of more powerful competitors, enterprises can only actively plan and implement brand marketing strategies, so that the corporate brand occupies a certain position in the minds of consumers and forms loyalty, so that they can be comfortable in the fierce competition and have a certain advantage in the market competition.

Brand marketing advantage four: help to improve the efficiency of the enterprise and minimize the risk.

Brand marketing will be passive marketing into active marketing, all kinds of research and marketing work are carried out together, improve the efficiency of the enterprise, minimize the risk of internal friction, and control the input cost by the brand operator alone, which can minimize the cost and enable the enterprise to get more and more reasonable profits.

The role of the brand is mainly reflected in the two aspects of the enterprise and the consumer, which is briefly elaborated as follows:

1) The important role of brand in marketing enterprises.

First, the brand helps to promote product sales and establish a good social image of the enterprise.

Second, the brand is conducive to protecting the legitimate rights and interests of the brand owner.

Third, the brand is conducive to restraining the bad behavior of enterprises, urging enterprises to focus on the interests of consumers, society and their own long-term interests, and standardize their own marketing behavior.

Fourth, branding helps to expand the product portfolio. For example, after the successful launch of the Haier refrigerator by China's Haier Group, it has successfully launched new products such as washing machines and televisions using the brand and its graphic features.

2) The role of the brand to consumers.

First, the brand makes it easy for consumers to identify and identify the products they need, which helps consumers to choose products.

Second, the brand is conducive to safeguarding the interests of consumers.

Third, the brand is conducive to promoting product improvement, which ultimately benefits consumers.

Summary. Hello dear, I'm glad I answered for you. Function: 1. The brand can provide legal protection for the product characteristics and appearance packaging of the enterprise.

2. In real life, brand equity implies a certain level of quality, good customer experience and psychological feelings related to identity and taste, and satisfied buyers are easy to choose this product again, which greatly increases the rate of repeat customers and word of mouth.

3. Brand is a powerful means to ensure competitive advantage.

What role does brand marketing do for businesses?

Hello dear, I'm glad I answered for you. Function: 1. The brand can provide legal protection for the product characteristics and appearance packaging of the enterprise.

2. In real life, the brand equity implies a certain level of quality, a good customer split crecidivi experience and psychological feelings related to identity and taste, and satisfied buyers are easy to choose this product again, which greatly increases the rate of repeat customers and word of mouth. 3. Brand is a powerful means to ensure competitive advantage.

The significance of brand value innovation: enterprises can improve customer perception and value through brand value innovation: because it can reduce customer sensitivity to cost.

By focusing on brand value innovation, it helps customers to sort out and process information about brand value and simplify customer purchase procedures. Hail matching can increase the image value of the product, improve the psychological and emotional perception value of customers, and reduce the cost sensitivity of customers.

The above is mine, I hope it can be helpful to you, you can like it when it is convenient I wish you a happy life, thank you <>