Nowadays, market competition has experienced competition in terms of price, quality and service, and it has entered a new stage of brand competition. The brand does not mean the product. It is a system concept and is a comprehensive embodiment of the advantages of the enterprise such as quality, technology, service, and publicity. Successful brands mean higher profits and more market share. At present, more and more foreign brands are flooding into China, and the market competition is becoming increasingly fierce. Therefore, implementing the brand strategy requires companies to systematically improve their overall actions and promote brand segment upgrades. This has become a requirement for the survival and development of enterprises, and an inevitable requirement for integration into international competition.
Brand segmentation - quality degree Quality degree refers to the quality of core products in the brand structure. Because products (including service quality) are the fundamental foundation for the building of the brand, the skyscraper is not strong, and any reputation and reputation are the same as the mirage built on the beach. The same product, the quality is not the same, the basis of the brand is not the same. Therefore, products that are below a certain section cannot be pushed into society, and only products that are more than one paragraph can face the marketing market.
A section of the brand - beauty The degree of beauty is the level of beauty that a brand's image achieves. Beautiful things often leave a deep impression on people. A beautiful description can easily touch people's hearts. Whether it is hard packaging or flexible packaging, image-building is an indispensable part. Do not underestimate the beauty of energy, in the era of visual impact, in the homogenization of products today, no matter how good the product does not have a beautiful image packaging, there will be no good market. Delineating the brand's beautiful image and establishing a beautiful degree will create a good start for the follow-up development of the brand.
The second segment of the brand - the degree of dissemination The extensive dissemination is a solid foundation for brand building and a strong support for brand development. In today’s media society, propaganda supporters are particularly important, both at the initial and mature stages of brand building. How to reach a wide coverage and influence is the goal of brand communication. To grow a brand in a modern media society, relying solely on visual communication, word of mouth communication, and advertisement communication is not enough, but it is necessary to carry out integrated communication and disseminate the brand to people's hearts.
The third segment of the brand--Attention Attention is the key to the media, the public, and the consumers. The communication does not attract attention, and the dissemination is equal to nothing. The public has reacted to the brand for a certain period of time. When the brand's dissemination gradually attracts the public's attention and reaches a certain level, it can cause qualitative change and cause a large-scale cognitive reaction after the impulse chain reaction. Therefore, the focus of brand building at this stage is to attract public attention, increase brand awareness, and arouse public reactions.
Brand Four - Cognition Brand awareness refers to consumers' awareness of the brand. As consumers’ attention to the brand continues to increase, they understand the brand they are exposed to, and consumers begin to pay attention to the brand, but there is also a clear understanding of the features, functions, values, and characteristics of the product. jump. When the brand got a deeper understanding of the layer, the brand's development has risen by another step, which is the brand's cognitive stage. At this stage, we must pay attention to building the brand's popularity. Comprehensive use of advertising, public relations, public relations activities and other publicity methods to strengthen all-round communication with customers.
Brand Five--Famousness Brand awareness is an important part of brand resources and is a prerequisite for forming a brand image and building a successful brand. The higher the brand awareness, the stronger the product's ability to withstand the competition. When the brand reaches this stage, consumers already have a considerable degree of association with the brand, can associate the brand image through the brand, they will meet the demand through purchase.
Six segments of the brand - the best-selling degree Well-known products are not necessarily bestsellers, and well-known brands with best-selling degrees are brands in higher rankings. The best-selling brand is the brand's response to productivity, and it is a scientific evaluation indicator of whether the marketing network is sound. If we say that the establishment of reputation is more of a credit for communication, advertising, and media hype, selling is more dependent on product quality, price, network, convenience, and services. Therefore, the transformation from popularity to best selling is like turning from air strike to ground attack. There is too much work to do. Therefore, while building brands, it is necessary to establish a scientific marketing network and comprehensively use promotion combinations to gradually deepen consumer understanding of brand culture and its connotations. Best-selling products, in turn, will further increase awareness and visibility.
Seven segments of the brand - Satisfaction Many well-known brand products have disappeared after selling for a while. The reason is that they do not satisfy consumers. In the era of brand marketing, when consumers are satisfied with the brand's satisfaction, they will maintain a long-term loyalty to the brand, and will strongly promote the company's performance. When the brand rises to this level, it can be said that the brand has formed greater satisfaction in the minds of consumers. Of course, consumer satisfaction sometimes depends not only on the characteristics of the product, but also on the after-sales service, maintenance, and protection of the product. Enterprises must constantly improve product quality and service quality, and satisfy consumers' satisfaction requirements in many aspects.
Eight segments of the brand - reputation reputation The degree of reputation refers to consumers think the best brand, is derived from the consumer's own feelings. Consumers are the highest authority in appraising the school. The reputation of the brand can not be established through the exaggeration of advertisements, but can be gradually accumulated from the level of awareness and popularity. Therefore, when the brand has a good reputation, it shows that it has a good reputation among consumers, but also always at the core of consumers, all services and consumers, in order to maintain and enhance the brand reputation.
Brand Jiudan--Loyalty Brand loyalty refers to the tendency of consumers to re-purchase the brand over a long period of time. It is the most important part of brand equity, and it is also the ultimate expression of the above paragraphs. Once a consumer's brand loyalty is established, it is less likely to be the image of other competing branded products. Therefore, it is necessary to increase brand popularity in the minds of general consumers, actively establish brands that meet consumer interests, desires, tastes, and hobbies, firmly grasp the hearts of consumers, communicate with consumers, and increase brand loyalty. .
The ten paragraphs of the brand - followers The formation of followers has not been achieved overnight, but has been the cumulative result of the above stages. When a brand has a wide range of brand followers, it shows that he is a successful brand, just like the stars that the masses worship and love, and has a very good market scope and development potential, which can be described as the highest level of brand marketing. In this segment, the brand is already a top brand and is in a leading position in the market. The resources owned by the brand have become an important source of economic benefits. It can be said that the branding has reached an extreme status. The brands that have reached this rank are mainly concerned with consolidating the status of the brand. The degree to which the brand does this is no longer for profit, but rather for a culture, a career, an art.
The name of the brand is only a few words, but the formation of the brand is a huge and long-term project. Every step must go through the efforts of the company in many ways, and it cannot be ignored. The brand is developed step by step, step by step, gradually forging through layers of forging and gradually sublimating, and finally achieves success, and establishes huge and intangible assets for the development of the company.
Brand segmentation - quality degree Quality degree refers to the quality of core products in the brand structure. Because products (including service quality) are the fundamental foundation for the building of the brand, the skyscraper is not strong, and any reputation and reputation are the same as the mirage built on the beach. The same product, the quality is not the same, the basis of the brand is not the same. Therefore, products that are below a certain section cannot be pushed into society, and only products that are more than one paragraph can face the marketing market.
A section of the brand - beauty The degree of beauty is the level of beauty that a brand's image achieves. Beautiful things often leave a deep impression on people. A beautiful description can easily touch people's hearts. Whether it is hard packaging or flexible packaging, image-building is an indispensable part. Do not underestimate the beauty of energy, in the era of visual impact, in the homogenization of products today, no matter how good the product does not have a beautiful image packaging, there will be no good market. Delineating the brand's beautiful image and establishing a beautiful degree will create a good start for the follow-up development of the brand.
The second segment of the brand - the degree of dissemination The extensive dissemination is a solid foundation for brand building and a strong support for brand development. In today’s media society, propaganda supporters are particularly important, both at the initial and mature stages of brand building. How to reach a wide coverage and influence is the goal of brand communication. To grow a brand in a modern media society, relying solely on visual communication, word of mouth communication, and advertisement communication is not enough, but it is necessary to carry out integrated communication and disseminate the brand to people's hearts.
The third segment of the brand--Attention Attention is the key to the media, the public, and the consumers. The communication does not attract attention, and the dissemination is equal to nothing. The public has reacted to the brand for a certain period of time. When the brand's dissemination gradually attracts the public's attention and reaches a certain level, it can cause qualitative change and cause a large-scale cognitive reaction after the impulse chain reaction. Therefore, the focus of brand building at this stage is to attract public attention, increase brand awareness, and arouse public reactions.
Brand Four - Cognition Brand awareness refers to consumers' awareness of the brand. As consumers’ attention to the brand continues to increase, they understand the brand they are exposed to, and consumers begin to pay attention to the brand, but there is also a clear understanding of the features, functions, values, and characteristics of the product. jump. When the brand got a deeper understanding of the layer, the brand's development has risen by another step, which is the brand's cognitive stage. At this stage, we must pay attention to building the brand's popularity. Comprehensive use of advertising, public relations, public relations activities and other publicity methods to strengthen all-round communication with customers.
Brand Five--Famousness Brand awareness is an important part of brand resources and is a prerequisite for forming a brand image and building a successful brand. The higher the brand awareness, the stronger the product's ability to withstand the competition. When the brand reaches this stage, consumers already have a considerable degree of association with the brand, can associate the brand image through the brand, they will meet the demand through purchase.
Six segments of the brand - the best-selling degree Well-known products are not necessarily bestsellers, and well-known brands with best-selling degrees are brands in higher rankings. The best-selling brand is the brand's response to productivity, and it is a scientific evaluation indicator of whether the marketing network is sound. If we say that the establishment of reputation is more of a credit for communication, advertising, and media hype, selling is more dependent on product quality, price, network, convenience, and services. Therefore, the transformation from popularity to best selling is like turning from air strike to ground attack. There is too much work to do. Therefore, while building brands, it is necessary to establish a scientific marketing network and comprehensively use promotion combinations to gradually deepen consumer understanding of brand culture and its connotations. Best-selling products, in turn, will further increase awareness and visibility.
Seven segments of the brand - Satisfaction Many well-known brand products have disappeared after selling for a while. The reason is that they do not satisfy consumers. In the era of brand marketing, when consumers are satisfied with the brand's satisfaction, they will maintain a long-term loyalty to the brand, and will strongly promote the company's performance. When the brand rises to this level, it can be said that the brand has formed greater satisfaction in the minds of consumers. Of course, consumer satisfaction sometimes depends not only on the characteristics of the product, but also on the after-sales service, maintenance, and protection of the product. Enterprises must constantly improve product quality and service quality, and satisfy consumers' satisfaction requirements in many aspects.
Eight segments of the brand - reputation reputation The degree of reputation refers to consumers think the best brand, is derived from the consumer's own feelings. Consumers are the highest authority in appraising the school. The reputation of the brand can not be established through the exaggeration of advertisements, but can be gradually accumulated from the level of awareness and popularity. Therefore, when the brand has a good reputation, it shows that it has a good reputation among consumers, but also always at the core of consumers, all services and consumers, in order to maintain and enhance the brand reputation.
Brand Jiudan--Loyalty Brand loyalty refers to the tendency of consumers to re-purchase the brand over a long period of time. It is the most important part of brand equity, and it is also the ultimate expression of the above paragraphs. Once a consumer's brand loyalty is established, it is less likely to be the image of other competing branded products. Therefore, it is necessary to increase brand popularity in the minds of general consumers, actively establish brands that meet consumer interests, desires, tastes, and hobbies, firmly grasp the hearts of consumers, communicate with consumers, and increase brand loyalty. .
The ten paragraphs of the brand - followers The formation of followers has not been achieved overnight, but has been the cumulative result of the above stages. When a brand has a wide range of brand followers, it shows that he is a successful brand, just like the stars that the masses worship and love, and has a very good market scope and development potential, which can be described as the highest level of brand marketing. In this segment, the brand is already a top brand and is in a leading position in the market. The resources owned by the brand have become an important source of economic benefits. It can be said that the branding has reached an extreme status. The brands that have reached this rank are mainly concerned with consolidating the status of the brand. The degree to which the brand does this is no longer for profit, but rather for a culture, a career, an art.
The name of the brand is only a few words, but the formation of the brand is a huge and long-term project. Every step must go through the efforts of the company in many ways, and it cannot be ignored. The brand is developed step by step, step by step, gradually forging through layers of forging and gradually sublimating, and finally achieves success, and establishes huge and intangible assets for the development of the company.