Marketing: analyze the relationship between brand positioning, market segmentation and target market.

Brand is the most precious intangible asset of an enterprise. Whether you own your own brand or a well-known brand is directly related to the future of the enterprise. Brand is a deeper expression of people's emotional appeal. Only when managers successfully build their own brands and understand the needs of consumers at different levels can they get the development and growth of enterprises. Many successful examples tell us that it is more important to establish an excellent brand image than to make money. Shaping a brand that occupies an important position in consumers' minds and always satisfies customers is the foundation of an enterprise's evergreen and sustainable operation. So, how should managers shape their own brands?

First, we should establish a consumer-centered concept. Consumers are the "food and clothing parents" of enterprises. Without consumers' awareness and loyalty to corporate brands, it is difficult for enterprises to survive and develop, let alone be great. Therefore, in the process of brand building, managers must be closer to consumers, conduct real market and consumer surveys, always take consumers' preferences as the standard, experience from the standpoint of consumers, put themselves in their shoes, care about their needs, establish emotional ties, and promote them to become loyal consumers. Never make brand decisions subjectively based on your own likes and dislikes.

Second, we should lay a good foundation for the brand with quality. Quality is the foundation of brand creation and development. Without the guarantee of high-quality products, the brand's popularity is only "popularity", and it can't get rid of the tragic ending of "notoriety" after all. As a manager, we should first cultivate employees' quality awareness and rigorous work attitude, do a good job in internal management of enterprises, do a good job in all aspects of basic work, ensure product development and quality, provide consumers with products with excellent quality, appropriate functions and practical preferences, and meet the needs of consumers to a greater extent.

Third, we should skillfully publicize and speculate on corporate brands. On the premise of ensuring the good quality and practical value of products, it is also very important to publicize and speculate on corporate brands. Brand awareness is the public's cognition of the brand. To improve the brand's popularity and reputation, it is inseparable from promotion and publicity, and hype is hype. Managers should seize every favorable opportunity and take all legal means to publicize the information and products of the enterprise to the public, so that consumers can have a good impression on the brand of the enterprise and form a strong memory, recognize your brand among many commodities and buy your products.

Fourth, we should inject cultural connotation into the brand. Many once famous "well-known brands" in China declined as quickly as they did, and were eliminated by market competition in a few years. One of the main reasons is that the brand lacks cultural connotation. Brand is the product of commodity economy and grows in the hearts of consumers. And consumers are influenced by 5,000 years of traditional culture, forming a traditional mindset. Only by injecting rich cultural connotations into the brand can we generate * * * voices and recognition in consumers' hearts, and make consumers have preference, love and loyalty to the brand, so as to make purchases.

Fifth, we must build the brand's personality. Brand marks a taste and culture that spans time and space. In fact, the overall image of the enterprise is fixed and marked by factors such as [film = employee quality], product quality and reputation, and corporate social responsibility. There are thousands of products on the market, and the quality, function, price and service of similar products are almost the same. If you want consumers to recognize your brand among many commodities, you must build brand recognition, cultural personality and highlight distinctive features.

In short, it is not an overnight task to make the brand of one's own enterprise into a well-known brand and penetrate into the hearts of consumers. Managers must first have the awareness of building brands; Second, we must have good product quality; Third, there must be promotional measures; Fourth, endow the brand with rich cultural connotations; Fifth, we must build a brand with distinctive characteristics. Only by adopting a comprehensive approach can we successfully shape well-known brands.