(1) Three elements of successful brand operation

The value of a successful brand is reflected in competition. From a competitive perspective, a successful brand should have three elements: the brand's technological power, image power and marketing power.

The vitality of the brand is synthesized by these three forces. Technological strength occupies a fundamental position among the three elements of a brand and is the foundation of a successful brand. Brands cannot be "blown" simply by advertising. The brand itself, in the final analysis, is nothing more than a symbol of a company or its products. Therefore, the brand of any company cannot be separated from the material carrier of its goods or services. If a brand is not based on the quality of its goods and services, it will be impossible to establish the brand. Excellent quality cannot be separated from the brand's technological power. Without technological power, companies cannot develop high-tech products and cannot It is impossible to improve product performance by reducing product costs, and it is impossible to gain a foothold in the fiercely competitive domestic and international markets by improving product appearance. Image power is also indispensable for successful brands. Corporate image is the lifeline of a company. If an enterprise cannot establish a good image in front of the public and win the general favor and cooperation of the society, it will be difficult to gain a foothold in society. Once a good corporate image is formed, it can form a more stable confidence among the public, form a great psychological attraction, and help promote brand marketing. Marketing power is the ability to develop markets and conquer consumers through brand promotion on the basis of technological power and image power. It is the result of the comprehensive action of various factors in an enterprise. If corporate brand marketing is compared to a giant dragon, then marketing power is the leader, and technological power and image power work together like two wings to drive the dragon's body, and the dragon is expected to take off.

(2) Brand operation must regard product quality as the life of the brand

Brand operation is a complex system, and quality is the key. When consumers choose products, they always choose products of high quality. If a company cannot perfectly communicate with consumers through its products, creating a famous brand is nonsense. Survey results conducted by the U.S. General System Consulting Agency show that more and more consumers believe that quality is more important than price. In 1998, it increased by 50% compared with 1978, accounting for 80% of the survey respondents. Strong brands all dominate the international market with their excellent quality. The advertisement for the "Mercedes-Benz 600" car is "If anyone finds a Mercedes-Benz that breaks down and breaks down on the way, we will give away 100,000 US dollars." Another example is that the reason why Panasonic is famous is that its quality is higher than that of ordinary companies. . Enterprises must clearly realize that 1% of product defects are 100% loss to consumers who buy the product. Without strict quality management as the backing, even if a product is successfully born, it will soon enter the decline stage. .

(3) Brand operation is inseparable from the promotional role of advertising

According to a U.S. statistical data, among the top 20 brands in the United States, each brand spends an average of The investment cost is US$200-300 million, and some top companies, such as Coca-Cola, invest US$500 million in advertising every year to create a sensation. Because they know that in this increasingly competitive market, if they want to maintain and improve the brand's visibility and reputation, and always be connected with consumers, they cannot do without the powerful promotion of advertising. Powerful advertising can convey corporate information to consumers in a timely manner, giving consumers a complete and full impression of the brand. Let them have a certain emotional tendency towards the brand, and the brand will be in a superior position in the competition. Brand competition is not only a contest of strength, but also a contest of advertising and publicity. Paying attention to publicity is essential for improving brand reputation and popularity, and creating a good brand image and corporate image.

(4) Brand operation is the operation of brand reputation

"Chinese Feed King" Liu Yonghao believes that brand has two meanings, one is product brand, and the other is reputation brand. Product brands are tangible, visible and tangible, and are the foundation of the brand: Reputation brands are intangible on the surface, but they are "people's reputation" and are widely recognized by society. A survey in the United States shows that one satisfied customer can trigger eight potential sales, of which at least one can be closed: one dissatisfied customer can affect the purchase intention of 25 people. This shows that the word-of-mouth influence of "users tell users" is huge. To win reputation, you need to do all the basic work very carefully, in place and persevere.

Only when the level of products and services exceeds customers' expectations can they be recommended and promoted by them, win a good reputation for the corporate brand, and establish a good brand image.

(5) Brand operation must cultivate famous brand employees

The technological content of the brand plays a very important role in the competitiveness of the brand, and this must be based on talents. If Chinese enterprises want to create a brand, they must also have first-class talents as support and the high quality of employees as the foundation. "If you want to create famous brand products, you must first create famous employees." American economist Lester Thurlow pointed out that "the key to improving the competitiveness of enterprises is to improve the capabilities of grassroots employees, that is, to create famous employees." Create famous employees , it is necessary to strengthen the discipline and cooperation spirit of employees and comprehensively improve the quality of employees. Each Motorola employee receives an average of 40 hours of training each year, so that the company can create a team of 120,000 qualified "Motorola" employees. The company's operating profit rate has increased at a rate of 12%, earning it the reputation of "American Honor".

Do a good job in creating famous brands

1. Market research and product positioning are the prerequisites for creating famous brands

Enterprises creating famous brands ultimately serve the market. As for the market Detailed market research is required to determine what characteristics a product is required to have, as well as what specific requirements are required for product design and styling. Therefore, in order to create a famous brand, you must first know that "the knife is sharpened but the wood is chopped by firewood". It is necessary to conduct in-depth, comprehensive, specific and meticulous research on the market, collect relevant demand information, seize important information and make scientific decisions based on it. At the same time, enterprises must accurately grasp market positioning based on their own advantages and characteristics, and create certain characteristics for their products based on the importance consumers place on certain product attributes, establish a corporate image, and strive for a favorable market position.

2. Quality is the lifeline of an enterprise

Quality is the foundation for brand creation and development. Famous brand products have a special deep understanding of quality: two changes in product quality standards, and Mainly adopt domestic standards to mainly adopt international standards, and change from conforming to the inherent physical and chemical index standards of goods to meeting user requirements and satisfying users. Chinese companies must establish higher-level internal control standards. Only by establishing higher-level management technologies and systems as soon as possible can we establish an optimal way of communicating with consumer groups.

3. Do a good job in brand naming

Brand naming is a science and it is the basis for building a brand. "If the name is not correct, the words will not be correct." A good product naming is worth a thousand words. A well-known brand can only win the love of consumers if it can be remembered by consumers, be known loudly, spread quickly, and adapt to the psychology of consumers. A good brand name must pay attention to its pronunciation, have connotation, be simple and unique, clearly convey the product positioning, be rich in functional associations of the product, and also pay attention to its cultural background. For example, the "red bean" trademark is ingeniously creative and unique. "This thing is the most lovesick" evokes people's feeling of needing a happy life, thus laying a solid foundation for the brand and winning huge profits for the merchants.

Brand management is a complex and scientific process, and no link can be omitted. The following are four links that should be followed for successful brand management.

The first step: Outline the "essence" of the brand, that is, describe the rational factors of the brand. First, find out the tangible human, material and financial resources that the brand currently has that can be outlined with facts and figures, and then based on the goals, describe what additional human, material and financial resources need to be added to make the essence of the brand Become fulfilled. This includes information about consumer groups, the composition of employees, relationships between investors and strategic partners, corporate structure, market conditions, competitive landscape, etc.

The second step: Grasping the "core" of the brand is to describe the perceptual factors of the brand. Since brands, like people, have thoughts and feelings in addition to bodies and limbs, when we understand the core of an existing brand, we must understand its cultural origins, social responsibilities, consumers' psychological factors and emotional factors, etc. Based on the goals to be achieved, reposition the core of the brand and list the perceptual factors that need to be added.

The third step: Find the soul of the brand, that is, find the brand’s unique strategy for seeking differentiation. Through the first and second steps of understanding and evaluating the rational factors of the brand, the soul of the brand and its unique positioning and promotional information are sublimated. People like to eat McDonald's, not because it is "junk food" (which is actually not good for the body), but because it brings a sense of peace and happiness to children and adults.

People like Disneyland not because it is a simple place for games, but because people can find their childhood dreams and fun there. Therefore, the brand is not the product or service itself, but the imagination and feeling left to people. The soul of the brand represents such feelings and feelings.

The fourth step: brand cultivation, protection and long-term care. Brand formation is easy but maintaining it is a difficult process. Without a good brand care strategy, a brand cannot grow. Many brands only rely on spending a lot of money on advertising to increase customer resources. However, because they do not know the scientific process of brand management, after gaining popularity, they no longer pay attention to changes in customer needs and cannot provide the promised first-class services, leaving disappointed customers. They had no choice but to choose a new brand, resulting in spending a lot of money, but the brand effect they got was short-lived. Therefore, the focus of brand management is the maintenance of the brand.

1. Reasonable brand extension should be carried out to develop brands

A study on the products with large sales volume in American supermarkets showed that 2/2 of the successful brands in the past ten years 3 is an extension of the brand, not a new brand. Brand extension has become the core of the development strategy of Western companies. For example, after Nestlé Coffee's brand extension, a series of products such as infant milk powder, condensed milk, lemon tea, ice cream, etc. are all very popular, which illustrates the strategic significance of brand extension.

The Chinese market is still in a state of lightweight competition, so brand extension will have more chances of success than developed countries in Europe and the United States. Information from the frontline of domestic marketing practice also shows that brand extension has tenacious vitality in the entire Chinese market. Haier, Wahaha, Robust, and Better Life have all developed rapidly through brand extension. For example, Robust's sales before the brand extension were only more than 400 million yuan, but less than a year after the extension, they reached nearly 2 billion yuan. Brand extension has accelerated Robust's development. This shows the importance of brand extension. So much magic.

2. Innovation can make a brand have lasting vitality

Brand innovation is the vitality and value of the brand, and is an important measure to obtain the psychological effect of the brand. Famous brands are not "life-long". In today's world where information is changing rapidly and new products are constantly emerging, if you don't work hard, you will be replaced by competitors. Although there are profound technical, cultural and management elements in old famous brands, they must be passed down from generation to generation through the unremitting efforts of modern people, constantly injecting information of the times and keeping pace with the times. Innovation is multi-angle and all-round. It is not only technological innovation, but also conceptual innovation. It requires a sense of urgency and forward-thinking. When it comes to innovation in human resources, employees of an enterprise should forge ahead and deliberately strive for perfection. , constantly replenishing new knowledge; innovation in the market, continuous research on emerging consumer groups and consumer classes, and opening up more market segments; innovation in management, management institutions and means make rapid adjustments according to market changes to ensure Achieve efficient, flexible and streamlined management. It should be the difference between current assets and current liabilities

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