Brand Essence Is The “positioning”
Some time ago, a friend told me the media about an article on the “brand” and “positioning” of the draft, received a number of industry after the publication of the e-mail with my friends on the brand and positioning of the problems , also made some of their ideas, in this, like the market for these Marketing And care about my article, thanks friend!
Recent years, China’s entrepreneurs are increasingly aware of the importance of brand, of course, they paid a lot of efforts (such as putting in a lot of the mainstream media Advertisement ), But because of the lack of brand awareness, brand of action is to pay a lot of the majority, get very little, is the lack of results.
I am not a professional marketing consultant who, 17 years Auto Accessories Industry experience combined with marketing, hobbies, plus combat through a combination of theory, in the long-term marketing efforts also find some good way, while understanding the superficial, but also willing to write to share with you. Since 2004, I led enterprise – Xiongbing Auto Electric Co., the market strategy of the re-launch a series of “car specific” type of product. According to the competitive environment after the change, regular sort of strategies and adjust accordingly. In 2006, one year after the implementation of the new strategy, our products Sell 2 times the amount of increase over the previous year, and establishes our position in the industry.
Now more than two years has passed, Xiong Bing is a lot of new product introduction, especially in the areas of automotive 4S shop, our special Alarm In some models the installation share is as high as 25%, and the shop selling the most cars 4S Security One of the products, greatly enhancing the Xiongbing brand.
How to do business and enhance brand positioning in this, I once again put forward their own ideas and our discussion.
One, how to create a brand
Why create a brand? I think this issue has no need to answer. In a mature market, the brand category is often synonymous with the Chinese herbal tea like drink very much, all the banner of “do not lit” on the cover, but you can think of only “Wong Lo Kat.” Wong Lo Kat is not the first brand in the beverage, but it created and expanded a new class – “herbal drink”, and maintain brand leadership.
Similarly, Xiong Bing is not the anti-theft device in the boss, but she also created a new category – “special anti-theft device”, and maintained in this area leading brands, creating Car alarm Breakthrough in marketing device. Market segmentation is the first step in marketing, while cutting category allow you to gain the greatest benefits is the process. In this process, the need to pay attention to the following:
1, to try to make the brand as a category Representative
Actually consumed the product, not the brand, chose a brand because the brand represents the product category and become their first choice. If the brand represents a category, it will ensure people have the product (or services) when the first select it, this is an important foundation for the success of the brand.
2, only the category of “cake” bigger, and the brand to growth
In this process, the most important is to make consumers aware of this new category, and to encourage them to spend. Meanwhile, all appeals must be clear of advertising, to ensure that it is the consumer a clear understanding and acceptance, in addition, a single product brand should be taken to avoid confusing the consumer launch of more products on the cognitive category (eg: only one kind of Wong Lo Kat, Apple IPHONE cell phone, etc.).
3, the brand can not be accomplished corporate culture
In addition, successful branding also like to correct some misconceptions, one of which is that the brand image and corporate culture to build brand. This is just the opposite in fact, the brand image is brought after the success of the halo effect, it can not turn.
In reality, there are many companies make such a mistake. They will own values as a slogan or motto to carry out the promotion (such as: honesty, value, win-win; to people-oriented, sincere service, etc), does not know that this does not allow consumers agree, of course, can not be accomplished brand.
I am Frbiz Site writer, reports some information about teapot with strainer , collectible tea sets.
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