Brand image planning final review materials

Brand image planning final exam review materials 1. What is a brand? A: It is an intangible asset that can bring a premium to the owner and generate added value. Its carrier is a name, term, symbol, logo or design and their combination, which is used to distinguish products or services from other competitors. The source of value-added comes from the impression of its carrier in consumers' minds. 2. Elements of the brand. ? 6? 1 A: (1) What are the leading factors of brand composition? 6? 1 brand name? 6? 1 logo and icon? 6? 1 mark? 6? 1 logo？ 6? 1 logo color? 6? 1 logo packaging? 6? 1 advertising song (2) the hidden elements of brand composition? 6? 1 brand promise? 6? 1 2 brand personality? 6? 1 3 brand experience (explicit elements can be completely mastered by brand owners, while implicit elements are highly dependent on the interaction between brands and consumers. 3. Brand characteristics A: 1 Identification characteristics-the external image characteristics brought by the symbol system such as brand name and logo. 2 value characteristics-the external image of the enterprise, and become the contract subject of the enterprise to use external resources. 3 leadership characteristics-determined by its high quality, high value and high reputation. 4. Similarities and differences between products and brands A: products are concrete, brands are abstract, and they are the sum of all consumers' feelings about products; There are different connections between the two. Products are produced in the production process, while brands are formed in the circulation process; Product is the foundation of brand. Without good products, a brand can't last long, and good products may not be able to build a good brand. 5. brand category answer: (1) classified by influence scope: 1 regional brand 2 national brand 3 international brand 4 global brand (2) classified by status 1 leading brand 2 challenging brand 3 filling brand with brand 4 (3) classified by product cycle: 1 new brand 2 rising brand 3 leading brand 4 declining brand (2). 1 popular brand 2. High-end brand (5) product brand 1 by attribute -2 enterprise brand characterized by product reputation -3 organization brand characterized by enterprise reputation-brand of non-enterprise organization (6) classification by formation form 1 brand winning by quality: outstanding in quality among similar products, but not innovative in sales mode and communication form. 2 Creating a brand through sales: mainly relying on the innovation of sales means and methods, it has a high coverage and market share in sales outlets, thus winning in homogeneous products. 3 Start with communication to build brands: their quality and sales level are not significant in the same industry, but they have established their own brands because of their excellent communication level. 4. Create a brand with high quality service: This kind of brand is reliable in product quality and sales level, but it is not innovative, just famous for its service, thus winning popularity. (7) Classification by industry 1 Different industries have different brands, and there are as many kinds of industries as there are in China. Nowadays, the industry competition has become more and more dominated by homogeneous product competition. In this case, the brand becomes the only basis for people to identify and buy goods. ? 6? 1 VIII) Classification by product quantity 1 single product brand: a brand containing only one product. Because its image is simple and stable, and consumers can easily identify and remember it, it is easy to establish stable target consumers and achieve success. 2 series product brands: a brand includes many or even all products of the company with that name. Series product brands are mostly developed from a single product brand, usually extended from the original brand. (9) Classification by technical content? 6? 1 1 high-tech brand? 6? 1 2 brands with general technical content (9) are classified by popularity 1 well-known trademarks 2 famous trademarks 3 general famous brands 4 high-quality products 5 qualified products 6 unqualified products 6. What's the difference between international brands and global brands? A: One short; In the use of marketing mix, global brands are more similar than international brands. The scope of international brands includes those brands that are standardized in a certain region and those brands that are different in each market where these brands compete. Difference 2; From the distribution of sales places, global brands are wider than international brands. Global brands have high international reputation, strong competitive advantage and great economic value. Generally speaking, they have the same and distinct brand essence, characteristics and values in strategic intention and internal quality. Using the same product, their services are basically the same. 7. Create competitive advantage: (1) There is no inevitable decline in the life of a brand. (2) Enterprises with brands can often become market leaders. (3) Brands increase the stability of business operations. (4) Brand ownership advantage is another important source to maintain competitive advantage. 8. Market environment scanning: (1) Economic and political environment 1 The economic factors that affect purchasing power are mainly living standards. 2. Living standard is the quantity and quality of goods and services owned and consumed by a country on average. (2) Social environment 1 Analyze the political and legal background in the market and explore whether there are some favorable or unfavorable local factors affecting the market. 2. The cultural background of the market, whether the products and advertisements of the enterprise conflict with the cultural background of the target market. (3) market environment, 1 market characteristics; 2) market generalization; 3) All the brands and articles in the market constitute the interests and values that consumers are most concerned about; They are the most basic utility and welfare provided to consumers, which can meet some needs of consumers; Pay attention to the core interests, tangible products, additional products and (added value) in the production process? 6? 1 The carrier of core products, that is, the material form on which core products are realized, are tangible products and additional products: also known as "intangible products"? How do we design products to make them competitive? The first weapon of competitive advantage-leading products, the second weapon-product differentiation, and the third weapon-cost leadership (attention) 1 When your products are perfectly imitated by others, you lose your competitive advantage. When your cost is caught up by others, you lose your competitive advantage. When your product is exactly the same as others, please make it cheaper. When your product is more expensive than others. 6? 1 In the competition, we should also pay attention to the analysis of the enterprise's own advantages. 1 Know your own resources, abilities and competitive relationships, technologies (manpower), brands (material resources) and interpersonal relationships (financial resources), and at the same time analyze the strength of competitors and come up with strategies to beat them. What didn't you do when you walked from two points to the first place? That is, the market is empty, and in the blank market, enterprises have no competitors. Second, what did you do wrong? That is to analyze the shortcomings of competitors and know what to do. Secondly, we must position our products. 9. Advertising strategy? 6? 1 1 Pay attention to core interests and show core values in advertising planning? 6? 1 2 on the basis of core benefits, can the product provide extended benefits? 6? 1 3 provides a better way to satisfy the interests than competitors? 6? 1 4 products can provide more benefits. 10. Analyze the position of enterprises in the market? 6? 1 1 Market Leader-Defending 2 Market Challengers-Attacking 3 Market Followers-Pursuing? 6? 1.4 Market Supplementer-What is guerrilla type 1.5W? ? 6? What are the competitors doing? ? 6? Why did you do that? ? 6? 1 (3) didn't do anything? ? 6? 1 (4) What did you do well? ? 6? 1 (5) What did you do wrong? 12 classification of consumer buying behavior 1 complex buying behavior 2 variable buying behavior 3 habitual buying behavior 4 harmonious buying behavior 5 irrational buying behavior 13. Consumer purchase strategy 1 confirmation question 2 Information collection 3 Evaluation of substitute products 4 Purchase decision 5 post-purchase behavior 14. A new generation of consumer psychology. 5438+0. Develop consciousness, pursue novelty and cater to the trend II. Advocating phenotypic personality III. Pay attention to intuition. Economic independence. Liberate yourself. Dare to show: Chinese style "cool" 15. Children's consumption psychology 1. Children's imitation psychology is significant II. Children's consumption psychology changed from unstable to stable 3. Children don't like sitting and sharing when eating. Children have a sense of adulthood and love 65438 more than adults. A company in niche market, after sales, which consumer group is your profit base? This consumer group is your special consumer group, and the production can meet their needs, and the irreplaceable market formed is the niche market. 1 You must find out who your niche market is. There is no niche market, but you must build the process one by one. You should focus on the point first, and then make the attachment surface. When you do a little, then do the following 17. How to position your products? 6? 1 Are your enterprises and products within a certain range of an industry? 6? 1 2 what is the status of your enterprise and products in the eyes of consumers? 6? 1 3 do you have a leading position in one of your features, formulas and advertising creativity? 6? 1 4 are differences and uniqueness the differences between brands? 6? 1 5 preconceived principle (advertising strategy should be subordinate to marketing strategy is a universal principle) advertising positioning in advertising strategy, it is necessary to determine the position of product positioning in advertising, that is, advertising positioning. 18. Positioning strategy? 6? 1 1 efficacy positioning 2 price positioning 3 quality positioning 4 color positioning 5 modeling positioning 6 packaging positioning? 6? 1 8 psychological positioning 9 comparative positioning 10 category positioning 1 1 competitive positioning 12 market positioning 19. Positioning basis? 6? 1 the basis of product positioning-consumer psychology 1 demand variables: what are the different needs of advertisers for products? 6? 1 2 cultural variables: what are the possible different effects of the education and literacy of the advertising audience on their acceptance of advertising information? 6? 1 3 psychological variables: advertisers with different personality types or psychological States may have different effects on receiving advertising information; Environmental variables: various environmental factors that advertisers may encounter when receiving advertisements; 20. What are the steps of market segmentation? 6? 1 1 divide the subdivision range? 6? The basis of market segmentation (1) is divided by demographic and socio-economic factors, (2) by psychological factors, (3) by geographical factors, (4) by benefit segmentation of customers, (5) by use and function. 1 The internal basis of market segmentation is the difference of consumer demand and behavior, not the classification of products. What is the principle of product naming? 6? 1 legal? 6? 1 Second, respect culture and transcend geographical restrictions? 6? 1 Easy to remember? 6? 1 Is it easy to spread? 6? 1 five positive associations? 6? 1 six implied product attributes? 6? 1 seven embedded development pipelines 22. Naming strategy: 1 named after the different benefits that products bring to consumers; 2 named after the source channel of the product itself; 3 named after the text type of the product; 22. What are the two meanings of USP (unique sales proposition, commonly known as selling point)? 6? 1 1 uniqueness, uniqueness and difference? 6? 1 Example: Suntory Beer? 6? For example, Head & Shoulders (1) sells reasons, (2) sells core, (3) sells ideas, (4) sells culture (taste enhances cultural taste, mainly including: 1 endows products with symbolic meaning), (5) sells services, (6) sells derivatives, (7) sells prices, (8). 6? 1 Around the concept, advertising expression techniques generated by advertising appeals: 1 Awakening 2 Tips 3 Metaphors 4 Decide 5 Create 23. What is the strategy? A: Enterprise strategy refers to the overall consideration and arrangement made by an enterprise to achieve its predetermined goals. Strategy requires a lot of internal organizational work. The life cycle of a product generally includes four stages: 1 introduction period, 20-year growth period, 3-year maturity period and 4-year decline period. 24. Marketing strategy in the lead-in period, 1 Establish product concept: create new product concepts to cater to the potential needs of consumers or guide new needs of consumers; 2. Establish the target market: subdivide the consumer market according to the product positioning, and find the consumer groups that accept the product concept; 3. Establish the advertising theme: based on the product concept, make the advertising information win the favor of the target consumer groups; 4. Establish advertising appeal: What kind of advertising language should be used to express the advertising information to be delivered to the target consumer groups. During the introduction period, we should pay attention to rationality and emphasize that the concept of new products meets the needs of consumers' efficacy. 24. What are the marketing channels? ? 6? 1 answer; Marketing channel is also called marketing network. Marketing channel refers to all the links and ways that products pass from producers to end users. It includes three points: 1 Enterprises and individuals in marketing channels are composed of different types of enterprises and individuals such as manufacturers, wholesalers and retailers. Marketing channel refers to the circulation process of a product, starting from the producer of the product and ending at the consumers and users of the product. 3. Channel members are interrelated and mutually restricted, and each of them undertakes marketing functions, which plays a role in facilitating communication. The important role of improving marketing efficiency. Various channels-direct channel and indirect channel 1 direct channel: zero-price channel means that products are sold directly to consumers by manufacturers without the intervention of middlemen. The main ways of direct channels are: TV, telephone, e-mail, and peer-to-peer promotion set up by computer manufacturers. Indirect channels refer to the participation of one or more middlemen. The marketing channels through which products are sold to consumers through one or more commercial links are two long channels and short channels 1 zero-order channel: producer-consumer 2 first-order channel: producer-retailer-consumer 3 second-order channel: producer-agent or wholesaler-retailer-consumer 4 third-order channel: producer-agent-wholesaler-retailer-consumer 3 wide channels and home channels 1 wide channels. The number of middlemen is much more, which leads to a wider channel and a narrower channel: producers only use one middleman in the same circulation link to engage in specialized sales of products, which is usually considered as an exclusive sales problem? Is it better to choose long channel or short channel for new products just listed? Why? Four-channel model 1 distributor model: mainly composed of manufacturers, distributors, wholesalers and retailers; 2 agent model: obtaining the agent sales right of the products of the production enterprise or the agent purchase right of the users through the contract form. After the transaction is completed, a commission is charged. Direct selling mode: manufacturers sell their products directly to consumers. 4 Direct selling system (setting up branches, offices or marketing centers): It is also a mode of direct selling. 5 Open a store directly. Franchise: The headquarters of the company that owns the brand has signed a contract with the franchisee, and is specially authorized to own its own trademark, trade name and other unique business technologies in a certain area and within a certain period of time. Commodity sales and labor service business mode under the same mode (the system that enterprises applying direct selling system must have) 1 The product market is large enough, 2 it has strong financial resources and is not afraid of early losses. 3. Improve the hierarchical management system. 26 methods to create popularity. First, create the first, "shape the first" 1 shortcomings can be counted as characteristics 2. Focus on the future II. Create momentum (1. Seize an event to build, the input should be valid 2. There is no event, and the self-created event 3 depends on one event. Launch an event 4. Carefully planned) 3. Surprise wins 4. Use suspense to arouse people's appetite. Use unique event 6. Promote 7 * * * students 8 (leverage) 9 in a non-traditional way. Emotion 10 evaluation 27. The meaning of brand association brand association refers to what consumers think when they think of a brand. Mention of a brand will produce a series of associations and impressions. 28. The value of channel positioning 1 products depends not only on the products themselves, but also on what additional channels the products are placed in. 2. Choose the right channel for the product, especially the channel that is incompatible with the product. 3. According to some advantages and different geographical characteristics of enterprises, they will choose different channels, or maybe several channels. 29. Brand Diagnosis Section 1: Brand Core Value? 6? 1 Shaping the core value of a brand 1 Similarity of various products 2 Similar brands-looking for differences 3 Spiritual unity of various products and enterprises? 6? 1 Second, determine the brand slogan. Brand association in the second quarter? 6? Lenovo value 1 brand; 1 Enrich brand image 2. Establish positive emotions 3. Provide reasons to convince yourself 2. Establish brand association 1 Create stories for brands 2. Cultivate influential customers 3. Establish brand impression 4. Promote theme consistency 3. Brand personality 4. Brand line 1 one product, one brand, two brands, three main products and five independent brands 30. To achieve brand extension, we should comprehensively consider all factors. Aspects: 1 in line with core values and personality; 2. Relevance between new and old products; 3. Characteristics of industries and products; 3 1. Steps of brand positioning decision analysis? 6? 1 1 Determine the product line covered by the brand? 6? 1 2 looking for the style of the product itself? 6? 1 3 hits the heartstrings of target consumers, looking for their language and behavior? 6? 1 4 Create brand differences. 32. Brand positioning strategy? 6? 1 1 product emotional image positioning? 6? 1 2 product consumption concept positioning? 6? Competitive positioning between 1 3 brands? 6? 1 4 brand expression symbol positioning? 6? 1 5 value orientation? 6? 1 6 interest orientation? 6? 1 7 culture and service orientation