How to enhance the competitiveness of enterprises through brand marketing?

Brand has always been an important factor affecting consumer decision-making, especially in today's era of Internet information explosion, the brand as a carrier of the external image of the enterprise, can help enterprises to establish an effective separation in the minds of consumers, so that the flow of traffic into a steady stream, but also based on this more and more enterprises began to pay attention to the brand. However, due to the cognitive limitations, most companies are still stuck in the brand is to do visual advertisements or send out the level of news, and that only a certain scale of enterprises need to do the brand, or should be marketing first. In fact, the brand and marketing are never independent of each other, the brand is the advanced stage of marketing development. Enterprises should be created from the beginning, from the inside out, from the top to the bottom *** with efforts to carry out point - line - surface systematic brand marketing. Today I want to talk to you about what are the key elements of brand marketing? How do companies play brand marketing? First, Want Want's brand self-help road from 2013, Want Chai is not Want Chai. 2015, Want Chai milk revenue declined by 13.5%, fell out of the 10 billion brand sequence. In the four years that followed, Want Want opened the road of self-redemption. Until 2020, Wantzai bucked the trend of growth and once again carried the banner of the Want family. After three consecutive years of decline, then three consecutive years of growth. Wanted was prosperous again. Marketing took the credit for this comeback. Lively and rich digital marketing made the IP image of Want Want vivid and youthful, bringing it closer to consumers. Here are a few important moves in Want Want's brand marketing. (1) Responding to the national trend In traditional Chinese concepts, people are extremely fond of the words "fortune", "wealth" and "longevity", and the word "Want" itself is also a symbol of good fortune and longevity. The character "wang" itself is also a symbol of abundance and good life. The Chinese character "wang" is very Chinese. During the Lunar New Year, the phrase "People are prosperous, Qi is prosperous, body is prosperous, wealth is prosperous, fortune is prosperous, luck is prosperous! The phrase "People are prosperous, their health is prosperous, their wealth is prosperous, their fortune is prosperous, and their luck is prosperous!" has captured the hearts of many Chinese people. Behind the national trend is Chinese manufacturing and Chinese culture. In fact, Cai Yanming implanted the brand gene of Chinese culture at the beginning of the brand. Wantz is simply a walking national tide of this tide. So printed with 56 nationalities smiley face of Wantzai milk, once released will enlist the hearts of the people. (2) fully create a topic "business is mummy without hype." This is the founder of Nongfushanquan Zhong ___ understanding of marketing. Want Want will hype, mainly in the creation of topics. For example, the whole network of the "big" series. For example, the second marketing "Li Ziming". "Li Ziming has grown up", "Li Ziming, your girlfriend is waiting for you at the Shenwang Hotel" series of videos. 2019 double eleven in Tmall launched Wantzai furniture series, "get big" the continuation version. Continued version. (3) taking advantage of the trend of marketing is also a good hand Starbucks cat's paw cup was robbed out of the "Xiang", Want Want immediately on the new, cat's paw candy. (4) Focus on rubbing hot spots to ride the wind and waves of the sisters of the fire, Want Want immediately made a whole # wind and waves of the grandmothers #, play the fuss. Dab hotspot, create a topic, take advantage of the momentum of marketing, catering to the current trend and the launch of brand rejuvenation activities, etc. are Want Want's brand marketing strategy, it is also this wave of action, the already aging Want Want back to the peak. Second, Jiang Xiaobai with copywriting out of the circle mention Jiang Xiaobai, immediately appeared in the mind of a very funereal image of young people in the life of all kinds of unsatisfactory, the language is both heartfelt and true. Through past marketing cases, it is not difficult to see that Jiang Xiaobai is best at playing the "niche circle". 2012 came out of nowhere, a burst of popularity, but unlike other wine companies, it never appeared in the major TV commercials, a lot of people know Jiang Xiaobai is through the microblogging. Over the years, Jiang Xiaobai bottle copy, has become a unique landscape in the liquor industry. "Talk about life with important people" "Low-quality socializing, not as good as high-quality solitude" "The person in the cell phone is already sitting across the table, why are you still staring at the screen?" "