How to manage the brand, how to do a good job in brand management

Brand is an intangible asset for an enterprise and a good business card for long-term development. Brand supervision and management is the supervision and management of information around the brand, including product reputation, service evaluation, consumer complaints, cultural conflicts, product intellectual property issues, problems caused by personnel changes, conflicts arising from business operations, ambiguities caused by brand communication, etc.

In the Internet era, the truth of "good things don't go out, bad things spread thousands of miles" has been fully explained, and the speed of information dissemination is getting faster and faster. With the commercialization of 5G, this speed is only increasing, and the dissemination of information presents a nuclear fission effect, especially negative information related to brands.

It can be seen that for enterprises, the importance of doing a good job in brand supervision and management is self-evident. So how to do corporate brand supervision and management?

1.Strengthen the collection of brand public opinion information

If an enterprise wants to have an in-depth understanding of its own online reputation and understand the image of the enterprise in the minds of consumers, it is indispensable for the collection of various brand public opinion information. It is not only necessary to collect brand public opinion related to the enterprise on social networks, but also to include major news portals, competitors, online communities, news clients, etc., so that enterprises can accurately analyze and take targeted measures to develop methods to maintain the brand image of the enterprise.

2.Build a brand monitoring system to prevent possible crises

For enterprises, only the advanced intangible and comprehensive brand crisis awareness is the most solid line of defense for enterprises to effectively prevent crises. Therefore, in addition to the due crisis awareness, a brand monitoring system should also be built to improve the crisis early warning ability. For example, in cooperation with a brand monitoring and control service provider such as Zhida Technology, you can monitor brand public opinion in real time on the whole network, detect and capture the signs of brand crisis as early as possible, give timely warnings, formulate countermeasures for dealing with potential brand crises, and prevent brand crises from occurring as much as possible.

3.Track brand dynamics in real-time

Whether it is the market environment or the network communication environment, it is ever-changing, and if enterprises want to understand the latest trends of the brand, as well as the reputation in the hearts of consumers, they need to track the brand dynamics in real time to ensure that the brand public opinion is grasped at the first time. Zhida Technology's brand monitoring and control service can track the development and change trend of brand public opinion in real time, and dig out the communication, communication, key communication nodes and communication traceability in the process of brand public opinion evolution, so as to facilitate enterprises to grasp the context of brand public opinion development and make effective development.

Brand management should follow these steps:

1. Many industries have begun to shift from product competition to brand marketing strategy competition, and consumer behavior has gradually moved from commodity consumption to brand marketing strategy consumption. Large companies can quickly accumulate various resource capabilities and strong financial resources to create their own brand marketing strategy empire, but for many small companies, how to use the existing financial resources to build their own brand marketing strategy?

Highlight your uniqueness.

2. The premise of successfully establishing a brand marketing strategy is that the enterprise itself has a special ability to be valuable to the market and consumers, and the brand marketing strategy is to emphasize this value and distinguish it from competitors in the minds of consumers. Therefore, small companies must choose the appropriate brand marketing strategy construction method according to their own development stage, the market situation of the product or service, the consumption maturity of consumers and other relevant factors.

3. Do brand marketing strategy through word-of-mouth marketing. Word-of-mouth marketing requires dialogue with consumers at different touchpoints, so that consumers can understand the product and brand marketing strategy and take the initiative to help you market. Google's strong brand marketing strategy is mainly due to the success of its word-of-mouth marketing.

At the expense of temporary interests, Google's homepage is concise and clean, which dilutes the commercial atmosphere and completely highlights the search function; Google rejects paid services for search rankings; Google's large number of searchable language versions and web pages; Wait a minute. This makes netizens, opponents, **, investors and other groups spread and discuss it non-stop, and it can be quickly spread all over the world, so that Google's position in people's hearts has been strengthened and improved again and again.

4. Secondly, in the market field where products tend to be homogeneous, consumer experience increases, and people begin to pay attention to the perceptual interests in the use of products, beyond the functional requirements. The key to building a brand marketing strategy for a small company is to form a unique image and attach more emotional benefits.

5. Again, in the market area of homogenization of brand image, social goods have proliferated, information has become the best, consumers have no time to take care of the brand image, and their concern for perceptual interests has decreased. The key to building a brand for a small company is to become a representative of a certain type of product, which is convenient for consumers to identify, remember and buy.

6. Implement category innovation to make a brand. Categories are classified according to the needs of consumers, rather than according to the attributes of goods, and are based on the minds of consumers, so the brand formed by the new category is easy to engrave an imprint in the minds of consumers, which can impress consumers and be positioned as a leading brand in the minds of consumers.

The first step is to create differentiation, that is, to deliberately choose a different set of business activities to create a unique value mix. Thinking about operational effectiveness is like thinking about how to do one's job well, it involves how to make oneself good and what each business should do and how to do it; Thinking strategy, on the other hand, is a person's thinking about what should be their job, and this thinking is based on cost and difference, and it is about making a difference through careful choice. Or, operational effectiveness tells you what to do with your business, while strategy tells you what to do that is more valuable to you.

There's a good saying,"The more national it is, the more global it is"。Strategy must represent a value proposition that differentiates itself. This value proposition is related to the individuality of Kmind Consulting, which is a professional....

The starters: Very good.

Brand management is an important part of marketing management, and mainstream management courses such as EMBA and MBA all include brand management as an important part of their education for managers.

Brand is the subjective impression that consumers have of a product, and makes consumers have a purchase preference when choosing the product.

1) Build credibility.

Build a reputation for excellence. Because credibility is the foundation of a brand. Brands without credibility have little to do to compete.

A lot after the WTO"Ocean"The hot spot of brand competition with local Chinese brands is reputation. Due to"Ocean"Over the years, the brand has formed a standardized management and management system in the world, so that consumers affirm the credibility of its brand far more than the local brand.

2) Enlist support.

Because without the full support of all levels of the value chain, it is not easy to maintain a brand. In addition to customer support, support from experts, authorities and distributors is equally important. Sometimes, we also need the support of celebrities and use their effects to increase the credibility of our brand.

3) Build relationships.

Due to the dynamic changes in customer needs and increasing access to information, providing customers with personalized and diversified services has become the only way. Only brands that have built strong, long-term relationships with their customers will be the winners. Therefore, domestic and foreign brands spare no effort to find ways to establish direct contact with customers and maintain customer loyalty.

iv) Increase opportunities.

Customers' buying habits are changing dramatically. There are fewer and fewer opportunities to make a purchase based on advertising information alone. Consumers need to try or experience before making a purchase before deciding whether to buy or not.

Therefore, the challenge of brand maintenance and promotion becomes how to let customers fully understand the quality and function of the product or service in the most convenient environment without spending too much time and energy.

end Charnen gadfly.