What is the difference between brand operation, brand marketing and brand promotion?

One, the brand promotion of the "ternary theory"

Brand "ternary theory" promotion method is precisely the emotional factors of consumers and products as the fundamental, do brand promotion to find Jin Sui push, take step-by-step strategy, and have their own focus, in order to create a long-lasting and successful branding, successful promotion of a brand. The branding is based on the emotional factors of the consumer and the product.

1, the basic concepts:

Brand width (Brand-width): is the degree of influence of the brand in the market, mainly refers to brand awareness.

Brand depth (BrandDepth): is the degree of influence of the brand in the minds of consumers, mainly including brand reputation and brand loyalty.

2, "brand promotion triad" basic content:

A successful, complete brand promotion should include three levels, three stages.

First, the brand width promotion stage, that is, the establishment of brand awareness;

Second, the brand depth promotion stage, this stage is mainly to enhance the brand reputation, improve brand loyalty;

Third, the brand maintenance stage, in the process of brand promotion, the brand width is the basis for the brand's first life; the brand depth of the promotion is the root of the brand's second life. The brand depth promotion is fundamental, is the second life of the brand. Brand depth is built on the basis of brand width, mainly emotional dialog with consumers to improve brand sales force.

3, "brand promotion triad" basic operation mode:

a, brand width promotion stage:

Promotion purpose: to establish brand awareness. Promotion strategy: strong build, forced indoctrination. Promotion methods: advertising, activities, events spread. Promotion channels: online and offline, online that is, a series of network-based publicity, including the Internet, television, newspapers, magazines, etc., offline is mainly face-to-face publicity with the audience, such as roadshows, large-scale activities, distribution of leaflets, etc..

This stage is mainly through some traditional promotional techniques, through publicity, dissemination of the brand, so that the majority of consumers to understand, know the basic connotation of the brand: the product, brand culture, etc., belongs to the primary communication with consumers.

b, the depth of the brand promotion stage:

Purpose: to make the brand deep into the hearts of people (consumers). Promotion purpose: to enhance brand reputation, brand loyalty, improve brand sales. Promotion strategy: deep interaction, innovative communication. Innovation is the life of planning, especially in the depth of the brand promotion stage, to reach a depth of interaction with consumers, so that consumers from the depths of experience, recognition, acceptance of the brand, the brand culture, it is necessary to find a way to boldly innovate, so as to improve the brand sales force.

Promotion method one: the establishment of brand culture bar, the implementation of customer interaction. Specific operation example: "original impression of the mall" in the busy area of the self-built, while and various bars, coffee houses and other places jointly, the comprehensive promotion of brand culture, so that consumers understand and recognize the depth of the brand culture, feel the brand culture atmosphere, and with the help of consumer word-of-mouth publicity.

Promotion method two: perfect staff management, the implementation of staff interaction. Specific examples of operation: "original impression of the mall" each employee is a living advertisement of the enterprise brand publicity, it is through the implementation of employee stock ownership, employees to learn the corporate culture, first from within the enterprise to reach a "source of dissemination", with the help of employees of such a Recognition of corporate culture in life, work will be the brand culture to spread.

Promotion method three: enrich the brand culture, establish emotional factors between the brand and consumers. Specific operation: the brand culture for the purpose of shaping the brand story that can move the target consumers, recognized by consumers and touched, so that the brand culture is vivid, image, full up, so that it is widely circulated to win the hearts and minds of people to win the market.

c, brand maintenance phase:

Purpose: to maintain the brand height. Strategy: width promotion + depth promotion

According to statistics, the promotion of a well-known brand in foreign countries is at least 3-5 years, the brand has reached a certain degree of visibility after the annual investment of at least 10 million U.S. dollars to maintain. After the brand reaches a certain height, it is necessary to carry out the brand maintenance work, the brand can also keep the youthful vigor and market competitiveness.

In short, the brand promotion only to find the "right" consumers and brand emotional entry point and ignition point, and the consumer heart dialogue, to reach *** Ming, in order to greatly improve the effect of high brand promotion, reduce the cost of promotion. From the needs and motives, feelings and perceptions, consumer attitudes, quickly capture and find, position, analyze the customer's emotional factors, brand promotion will not be difficult to find a good way to achieve to improve brand sales and solve the problem of the purpose.

4. Three ways to promote the brand

Enterprises based on the market by the response of the brand, the first step of any business is to build the first step is to hit the corporate brand, so that consumers know that you exist. That is to say that the first job of a start-up business is to create a brand and promote it. There are three types of brand promotion:

The first type: consumer promotion

The consumer promotion of brand promotion is specifically divided into: samples, coupons, cash discounts, special packages, giveaways, bonuses, free trials, product guarantees, joint promotions, sales site displays and performances and other promotional methods.

The second: business promotion

Business promotion is the most targeted and flexible brand promotion, can be a one-time, can also be irregular. In the following cases, business promotion is very effective.

a. Brand similarity. Brand operators intend to use psychological methods to create differences in the customer's psychology, the formation of the brand's characteristics, which requires large-scale promotional activities, mostly in the form of business promotion.

b. At the stage when a new brand is just launched. As customers are unfamiliar with the new brand, the need to use business promotion, prompting the majority of consumers to recognize the new brand.

c. When the brand is in the mature stage. In order to maintain the brand's market share, sales promotion is widely used.

Commonly used sales promotion methods include exhibitions, trade fairs, lucky draws, fashion shows, etc.

The third type: trading promotion methods

In brand promotion activities, more money is spent on trading than on consumer prizes. Brand operators spend money on trading to achieve the following objectives:

First, trading promotion can persuade retailers and wholesalers to carry the brand. Because shelf space is hard to come by, brand operators have to often rely on offering markdowns, discounts, return guarantees, or free merchandise to get on the shelf. Once on the shelf, it is important to keep the position so as to help increase brand awareness.

Second, deal promotion can stimulate retailers to aggressively promote the brand by publicizing merchandise features, displays, and price reductions. Brand operators may ask to display merchandise along the sidewalks of supermarkets, or improve shelf decorations, or post notices of price reductions and special offers, and so on. They may offer discounts to retailers based on how well they fulfill their mandate.

There is an upward trend in the amount of money spent by brand operators on deal promotion due to the increasing power of retailers. Any competing brand that unilaterally discontinues trade discounts will not be helped by middlemen to promote its products. In some Western countries, retailers have become major advertisers, using promotional subsidies from brand owners.