Brand time practice principle

To build a brand, we must first establish a benchmark goal. In general, you can start from the following aspects. Going forward, setting orientation; second, conducting non-random sample sampling of the brand; third, considering how to return the sponsor; fourth, conducting a questionnaire survey of all partners and sponsors to collect quantitative data; Fifth, visit the better companies on the spot, use interviews to collect quantitative data; sixth, seek features that can distinguish the better examples; later, take the newly emerged examples seriously.

Brand Kung Fu cultivation, adhere to the brand strategy under the corporate strategy.

Implement the policy of “Brand strategy is consistent with the overall strategy of the company”. To do this, we need to work hard on product development, pricing, service, operation and operation, etc., because the famous brand is built on a platform that includes many aspects, which is a practice that has been proved by practice.

Brand Kung Fu practice two, adhere to the "high level of management and brand creation."

In terms of the brand structure of enterprises, most of the better-practice companies focus on a number of key brands and invest a lot of manpower, financial resources and material resources. Furthermore, corporate brand promoters are willing to invest in brand promotion and communication.

The top management of the company plays a pivotal role in brand creation. This invites them to have entrepreneurial vision, set a priority brand, and have enough patience, all of which are to ensure the brand's success.

How to confirm the quality brand structure?

The brand structure clearly expresses the relationship between companies, departments and product brands.

It provides a solid but flexible framework for the future development of the brand;

It can adapt to the requirements of new product development

Can buffer the shock caused by business combination

It can be received by various departments within the company

Successful cases in this area include Intel Corporation and Virgin in the UK.

Brand Kung Fu Practice 3, companies need to have a well-planned brand structure.

There is no perfect brand structure in the world. Successful companies often choose the brand structure that suits their organization's business climate, corporate environment and corporate culture, so that they can contribute to brand growth.

Brand Kung Fu practice four, establish a dynamic tracking brand evaluation system.

When people talk about brand networks, today's marketers will face two challenges: first, to cultivate brand meaning from all angles, and second, how to detect brand networks. That is to find "the concept and perception of the brand's long-term connection, relevance and dependence in the brand."

Brand Kung Fu practice five, establish a brand vision of recognition.

Companies look at the idea that “brands are expressed by a description of their intrinsic value and conventions”.

In general, partners focus on refining brand value through simple descriptions. The United States HP company has a propaganda discourse "In order to get the satisfaction of customers, innovation is your job." HP uses this concise statement to convey brand information to customers. There are three things to consider in this regard: to help your customers find new ways of doing business, and to help them achieve a more effective lifestyle.

An example of success in this area is GE (General Electric Company of America), which proposes the following brand promise: “It’s better to live in the electronic age.” “Progress for humanity.” “Innovation is our more important product.” We spread the beauty of life." These all reflect the theme of GE's communication.

In addition, GE pays attention to the personality of the brand and strives to make the brand have the following characteristics: easy to use, attractive, friendly; responsive; energetic; friendly, human; humorous; intriguing, warm; consistent;

For the brand value, GE is also doing its best. The company advocates that the brand should serve the consumers wholeheartedly, be family-oriented, diversify the world, maintain high quality, have innovation, adhere to the principle of integrity, honesty and trustworthiness, and strive to keep the brand in a leading position and trust the consumers. sense.

I remember that in 1997, brand marketing person Taylor said this: "Brand is commitment, a commitment we must abide. No matter who we are, no matter what we sell, there is no difference between the two."

Brand Kung Fu practice six, to establish a unique and distinctive personality of the brand recognition system.

Enterprises must have a unique brand, because it is very important for customers to design a trademark with a special content.

Brand Kung Fu practice seven, adhere to the principle of using the same voice to spread inside and outside.

At every point of customer contact, the brand reflects a complete and consistent message of compelling content.

Any information that consumers receive from a brand is an experience that will affect their purchasing decisions. Or make a purchase decision.

GE has an excellent integration concept. They believe that every marketing promotion is a brand promotion. The brand strategy is to create a special corporate brand nationwide. Since brand building occurs every moment when consumers are exposed to products and services, brand promotion will take place in a broad context, from the purchase and use of products to the process of product communication.

Brand Kung Fu practice eight, adhere to the long-term unified communication ideas.

To successfully implement the brand promotion plan, we must have the following requirements: 1 sufficiency; 2 consistency; 3 persistence; 4 targeted. Brand investment must be sufficient, and efforts should be made to make the limited funds more effective. Businesses spread consistent, complete information across a variety of channels to help customers remember your brand. Brand investment must be maintained in the long run and a regular commitment is issued. Brand promotion should be targeted at some high-level intangible values ​​and benefits. For example, CISCO USA has done a good job with the Internet.

Brand Kung Fu practice nine. Establish a brand professional management organization and establish a brand awareness of all employees.

Famous brands are built with “from the inside out” steps. Paying attention to the value chain is that everyone can understand the meaning of the brand and the role everyone should play.

Corporate brand communication is also important. It includes training promotion and continuous commitment. The promotion method consists of detailed identification criteria, identification elements, and advertising leaflets to check the internal process of target adjustment in the brand. Successful companies are Haier, Lenovo, Huawei, Changhong, Hecisco, Sears, American Express, and HP.

Brand Kung Fu practice ten. Establish a perfect brand medical examination system to ensure the healthy development of the brand.

Companies should have a program to measure the effectiveness of brand communications and the financial impact of brand investments. Brand loyalty exposure awareness, financial value, observed quality, etc. To ensure success. It is necessary to understand the meaning and role of the brand, collect information from customers, management, employees, etc., maintain communication with all parties, ensure the consistency of core commitments, and establish a smooth channel and network for information dissemination.

Nylon Sheet&Rod

Polyamide Sheet,Polyamide Board,Polyamide Plate

Ptfe Products Factory , http://www.chinaomen.com