What is the biggest misunderstanding of traditional enterprises?

Enterprises often fall into nine misunderstandings when making brands, which is also a question that some enterprises often ask when I make brand planning for enterprises. I will summarize it.

First, advertising bombing is a shortcut for brands.

It is true that advertising can bring great popularity to the brand, but it may not bring word of mouth to the brand. Simply put: brand = high visibility+reputation. If the popularity is not high and the advertising is strong, it will almost fall into the embarrassing situation of "notoriety".

Nowadays, many enterprises are keen on doing public welfare undertakings, which is actually the reason. Because there are too many media and news spreads too fast, the era of simple advertising bombing has passed. Therefore, word of mouth depends on public welfare, product quality and service quality.

Second, enterprise strength equals brand strength.

Enterprise strength and brand strength are two different things. Enterprise strength does have an advantage in brand, but it is not an absolute advantage. Similarly, small businesses need not be pessimistic. After all, now is the age of a hundred flowers. On the one hand, small enterprises focus on things that many large enterprises can't do, which is why many brands of small enterprises have appeared in recent years, but they have done well.

Because of the intensification of competition, many enterprises with strong capital in the past are not as popular as before, because many products are customized products now, which is also the weakness of large enterprises.

Third, the brand is equal to the monetary value of goods.

Undeniably, one of the most direct manifestations of a brand is that consumers are willing to pay higher prices for products of an approved brand. But if the brand value is understood as "how much is this brand worth", then this has deviated from the essence of brand value.

Monetary value is the direct driving force for enterprises to build brands, but if this value is divorced from the value of brands in the eyes of consumers, then this commercial value can only bring short-term effects. Therefore, in addition to caring about the value of the brand itself, we should pay more attention to consumers' recognition and deep demand for the brand, so that the brand can be more competitive.

Fourth, the performance of the brand in the market is equal to the value.

Brand value is not only reflected by the macro data of the market, such as some mobile phones with very high share of consumer goods and very high sales. Although these data are good, they are not all recognized by consumers. Once consumers have a new choice, they are doomed to be abandoned, and this brand is of little value.

The value of the brand should reflect:

1, consumer purchase behavior identification

2. The recognition of the brand by consumers' psychological orientation is the value of the brand in consumers' minds.

Fifth, price reduction can quickly enhance brand status.

Price means is a means that many enterprises are good at using, and it is often used to win market share by promoting sales or lowering prices. However, price and occupancy will only weaken a brand slowly, because: cheap price = low-grade goods.

Mobile GSM will not be the same as China Unicom's price war, because insisting on quality and good brand wins the recognition of high-end users.

Sixth, the brand expansion of diversified management.

At present, the most common brand expansion in the market is that once a brand has a little influence, enterprises will expand other products and use the same brand, so that the brand is slowly consumed.

1, it's difficult to move from low-end brands to high-end brands. For example, a large enterprise that produces tractors starts to produce cars when it has a lot of capital. If it uses the same brand, then this car will always bear the aura of tractor, no matter how good the quality is.

2. It is difficult for high-end brands to enter the low end. If a brand develops from high-end to low-end, it can bring some low-end trust, but it also abandons high-end users. If the manufacturers of high-end cars produce economical cars, they will have great trust, because consumers of economical cars will think that all high-end cars have been produced, so the economical ones will be fine, but the same brand has also been downgraded, so it will be difficult for high-spending people to buy this car brand again.

Seven, once the brand is established, it grows naturally.

It is true that once a brand is established, it will grow, but the premise is continuous innovation. How many brands have been eliminated by the market because they can't keep up with the times and always keep their own side? Once a brand's innovation and quality stagnate, the brand will also face difficulties. What the brand needs is innovation, not waiting for time to precipitate.

Eight, enterprises need brand building.

Not all products and enterprises need brand building, which has a lot to do with the industry in which the enterprise is located. For example, selling daily necessities requires a lot of brand building, because there are many substitutes and customer loyalty is not high. Once consumers have a better choice, or find that the brand they buy is not good, they will immediately transfer; Such as daily necessities, a brush, etc. Consumers can also see the quality, and if the brand is rebuilt, the cost will be high.

Nine, brand building needs a lot of money.

Most enterprises think that it will cost a lot of money to run a big brand, which will hurt enterprises and cause great waste, which is also the reason why many enterprises give up brand management. Scientific brand building can not only "save money and do great things", but also make the investment of enterprises more efficient. Establishing a strong brand will not bring short-term value to the enterprise, but will bring permanent benefits to the enterprise.

This article is a one-page brand planning book. This is Long Yiming's original, and it is forbidden to reprint it without my permission. Please pay attention to more articles: a one-page brand planning book.