What factors are included in brand marketing?

1, tap new demand

? Tapping into the new needs of customers this is a necessary condition for the survival and development of enterprises, and constantly find customer demand in order to better derive the brand of the product or service, and constantly tap into the new demand in order to make either the brand of the product, or the brand of the product under the brand to better cater to the preferences of customers, the customer will stay.

2, value proposition

The value proposition refers to what is meaningful to customers, that is, an in-depth description of the real needs of customers. List all the advantages, publicize the advantages and disadvantages, highlighting the **** chirping point is the supplier to develop a "value proposition" is usually used in the three methods. For customer value proposition, in practice, reflected in the customer's choice of products or services in several key indicators. Such as customers in the procurement of large-scale equipment, the main concern is the quality, after-sales service, price, brand, etc., then customers in the choice of supply will also be examined from these aspects.

3, the occupation of new customers

By conveying the brand value, brand vision, etc., by tapping into the latest needs of customers to cater to customers, so that the customer constantly let the customer spread to the customer, the formation of a kind of brand value marketing.

4, maintenance of existing customers

? Through marketing methods in the premise of not harming the brand image, maximize customer benefits, through the brand value of the establishment of the company or product to create ip, this persona ip to convey the value of the product and the brand image is more intuitive, through the transmission of the brand values will be the existing customers to stay.

5, loyalty control

Companies want to improve brand loyalty, to win the goodwill and trust of consumers, all business activities should be centered around the consumer to start, in order to meet the needs of consumers services. Let the customer in the purchase and use of products and enjoy the process of service, have unforgettable, pleasant, comfortable feeling. Therefore, the brand in the marketing process must correct the short-term interests and long-term interests of the relationship, must faithfully fulfill their obligations and social responsibilities due to practical action and integrity of the image to win the trust and support of consumers. The brand has a reputation, why worry about the market is not prosperous, the brand is not prosperous? This is the brand operation of the market rules, but also a general business law, but also to improve brand loyalty is the best way.

Second, the price strategy

? Brand pricing is an important basis for consumers to perceive the value of the brand and their own benefits and losses, is an important factor for consumers to consider purchasing the brand of goods and the basis for judging the value of goods.

The brand and quality of the product will be the main factors affecting the price, which can have a great impact on the customer. If the product has a good brand image, then the price of the product will have a great brand value-added effect. Brand-name goods using "high quality and high price" strategy, not only to increase the profitability, but also to make consumers feel psychologically satisfied. Price strategy includes: price division, special high pricing, special pricing, integer pricing, arc digital pricing.

Third, brand strategy

Brand strategy is a series of business management and marketing methods that can produce brand accumulation, including 4P and brand recognition, including all the elements. Mainly: branding decisions, brand user decisions, brand name decisions, brand strategy decisions, brand repositioning decisions, brand extension strategy, brand renewal.

1, the core value

The core value of the brand is the main part of the brand equity, which allows consumers to clearly and distinctly identify and remember the brand's points of interest and personality, is to drive consumers to identify with, like, and even fall in love with a brand of the main force. Core value is the ultimate pursuit of the brand, is a brand marketing communication activities of the origin, that is, all the value of the enterprise's activities (directly in front of the consumer is the marketing communication activities) are centered on the core value of the brand to start, is the embodiment of the core value of the brand and interpretation, and enrich and strengthen the core value of the brand.

2, brand positioning

Brand positioning dimensions: market positioning, price positioning, image positioning, geographic positioning, crowd positioning, channel positioning. According to the brand positioning method: "brand branding method" brand a word from the ancient Norwegian language, meaning branding. The deepest level of brand positioning is to be able to represent what is in the minds of consumers, that is, a strong brand branding.

Brand positioning is the enterprise in the market positioning and product positioning on the basis of a specific brand in the cultural orientation and personality differences in the commercial decision-making, it is the establishment of a brand image with the target market and the results of the process. In other words, it means to determine an appropriate market position for a particular brand, so that the commodity occupies a special position in the mind of the consumer, and when a certain need arises suddenly, such as a sudden thirst in the hot summer, people will immediately think of "Coca-Cola" red and white cool and refreshing. The theory of brand positioning comes from the "father of positioning", the world's top marketing guru Jack Trout's first strategic positioning.

Brand positioning is the core and centralized performance of market positioning. Once a company has selected a target market, it must design and shape its own corresponding products, brands and corporate image, in order to win the recognition of target consumers. As the ultimate goal of market positioning is to achieve product sales, and the brand is the basis for the dissemination of product-related information, the brand is still the main basis for consumers to buy products, and thus the brand has become a bridge connecting products and consumers, brand positioning has become the core of market positioning and centralized performance.

3, personality shaping

Brand shaping (BrandBuilding), refers to the brand to a certain positioning, and put into action for the process or activity. Branding is a systematic long-term project, brand awareness, reputation and loyalty is the core content of branding.

Large companies can rely on strong financial and material resources through the hype, advertising bombardment, large-scale public welfare and sponsorship and other gradual branding, through the establishment of brand advantages to stimulate and attract consumers to buy impulse.

4, brand architecture

Brand architecture is the answer to the question of how many brands a company needs, what is the relationship between brands. Brand architecture is not a very new concept, it is throughout the company's entire marketing strategy. As we all know, a brand is an intangible asset, and without effective use of the asset, it cannot continue to increase in value. Many companies' branding strategies do not effectively utilize their brand equity. In fact, if you improper use of your brand assets, sometimes cause a brand crisis, this phenomenon is particularly common in the country, many domestic customers and advertisers will be their brand unlimited extension, this is very dangerous.

5, brand image

Brand image refers to the enterprise or one of its brands in the market, in the minds of the public to show the personality characteristics, which reflects the public, especially consumers of the brand evaluation and cognition. Brand image is inseparable from the brand, the image is the characteristics of the brand, reflecting the strength and essence of the brand. Brand image includes name, packaging, pattern and advertising design. Image is the foundation of the brand so companies must attach great importance to shaping the brand image.

Brand image is a collection of all the associations of consumers to the brand, which reflects the brand in the consumer's memory of the picture. The formation of brand associations are both the result of marketing activities, but also the results of non-marketing activities. Consumers form associations with the brand can be obtained through both corporate-controlled channels and non-corporate-controlled channels.

Fourth, the product strategy

The so-called product marketing strategy, that is, the development of business strategy, first of all, we must make clear what kind of products and services to meet the requirements of consumers, that is, to solve the problem of product strategy. It is the basis of the marketing mix strategy, in a certain sense, the key to success and development of enterprises in the product to meet the needs of consumers to the extent as well as the product strategy correct or not.

1, product positioning

In the current market, there are a lot of people do not distinguish between product positioning and market positioning, that the two are the same concept, in fact, there is a certain difference between the two, specifically, the target market positioning (referred to as market positioning), refers to the enterprise on the choice of the target consumer or target consumer market; while the product positioning, refers to the enterprise corresponding to what kinds of products to meet the target consumers or target consumer markets. Product positioning refers to what kind of products the enterprise should meet the needs of target consumers or target consumer market. Theoretically speaking, market positioning should be carried out first before product positioning. Product positioning is the process of combining the selection of the target market with the products of the enterprise, that is, the market positioning of the enterprise, product-oriented work.

2, differentiated products

The so-called product differentiation, refers to the enterprise in the products provided to customers, through a variety of methods to cause enough to trigger the customer preference of the specificity of the customer to enable customers to it with other competing enterprises to provide similar products effectively differentiated from each other, so as to achieve the enterprise in the market competition to occupy a favorable position in the purpose.

3, new product development

New product development refers to a series of decision-making process from the research and selection to adapt to the market needs of the product to start to the product design, process manufacturing design, until put into normal production. In a broad sense, new product development includes both the development of new products, including the original old product improvement and replacement. New product development is the focus of enterprise research and development, but also one of the strategic core of the survival and development of enterprises. The essence of new product development is to introduce new products with different connotations and extensions. For most companies, it is to improve existing products rather than create entirely new products.

4, the combination of products

The product portfolio (or product mix) refers to all the product lines and product items that a company offers to the market.

Product mix, also known as "product assortment (product assortment)", refers to an enterprise in a certain period of time the production and operation of a variety of different products, the combination of product items.

The product is like a human being, there is a process from growth to decline. Therefore, the enterprise can not just operate a single product, the world's many enterprises often operate a wide range of products, such as the United States Optical Company produces more than 30,000 kinds of products, the United States General Electric Company operates as many as 250,000 kinds of products. Of course, it is not the more products the better, an enterprise should produce and operate which products are favorable, some of these products should be what with the relationship between, this is the product mix.

5, the cycle of product use

Product life cycle (product life cycle), referred to as PLC, is the market life of the product, that is, a new product from the beginning of the market to be eliminated by the market throughout the process. Vernon believes that: product life refers to the marketing life in the market, products and human life, to go through the formation, growth, maturity, decline such a cycle. As far as the product is concerned, that is, it has to go through a stage of development, introduction, growth, maturity and decline. And this cycle in different technical level of the country, the time and process is not the same, during which there is a large gap and time difference, it is this time difference, manifested in different countries in the technological gap, which reflects the same product in the market of different countries in the competitive position of the difference, thus determining the changes in international trade and international investment. The theory focuses on the perspective of technological innovation, technological progress and technology diffusion to analyze the basis of the emergence of international trade, the comparative interests in international trade dynamic, and the study of product export advantages in the transmission between different countries.

V. Channel Strategy

Channel strategy, also known as marketing channel strategy (Marketing Channel Strategy/Strategy of Marketing Channel)

is an important part of the entire marketing system, it is important to reduce business costs and improve the competitiveness of enterprises. It is an important part of the whole marketing system. It is the top priority in planning. With the development of the market into a new stage, the enterprise's marketing channels continue to undergo new changes, the old channel model has not been able to adapt to the changes in the situation.

1, environmental analysis

Environmental analysis can be both environmental analysis in the field of environmental protection, such as the recent public attention to the analysis of the PM2.5 source problem, that is, through environmental analysis to find environmental problems, environmental issues to provide a basis for decision-making.

In the commercial field, environmental analysis refers to the analysis of the competitive environment and the market environment in which the enterprise is located, so as to provide a basis for decision-making in the strategic adjustment of the enterprise's decision-making, marketing, etc.

2, channel breakthrough

? According to the performance of products and services, the integration of previous promotion channels, to develop and find newer channels, innovation and use of the latest product channels to find the latest audience to promote products and services.

3, channel abandonment

? Now the marketing channels also pay attention to the dregs of the essence, so according to the products and services, according to the demands of the audience groups and demand pain points, according to data analysis to consider the overall promotion of a channel whether the products and services have a role in the promotion of some of the no role or investment costs are relatively high, but see not on the product brand or to the marketing of the relative role of the brand to play a can be chosen to give up.

4, investment strategy

Merchants strategy, is the enterprise to investment for the purpose of advertising. Merchants are enterprises in the determination of a new product, a new project, the need for broader market expansion and make full use of effective market ready-made resources (such as distribution, agents of funds, manpower) and an important planning work, it is the necessary prerequisite for the establishment of marketing network channels; its main function is to determine the national or regional agents (distribution), the enterprise's products or services through these network channels to the social flow to the market, to achieve the production of the enterprise, the enterprise's products or services through these network channels to the market, and to the production of the enterprise to the market, to the market. Social flow to the market, to achieve the advantages of production enterprises and distributors to complement the resources and reorganization of good results.

5, optimize the reorganization

Products and services should also be coordinated with the needs of the audience and the market should echo each other, so that we do out of the product or service is used by people, it will be enjoyed by people, so we are in the market continues to change we have to continue to optimize and re-product positioning.

Six, communication strategy

Many people only know the importance of "communication", but do not know how to do a good job of "communication", so there will still be a lot of communication is not done due to the failure of some of the regret. "Communication" is not just talking, not the more you say, the better the communication. To do a good job of "communication" the key is to be clear about the following two points: we have to communicate with whom, and what he (she) communication, how to communicate with him (her).

1, integrated marketing communication

IMC, refers to integrated marketing communication (integrated marketing communication), is the process of marketing with the enterprise related to all communication activities monetized. Integrated marketing communication on the one hand, advertising, promotion, public relations, direct marketing, CI, packaging, news media and other communication activities are covered in the scope of marketing activities, on the other hand, the enterprise will be able to unify the communication information conveyed to customers. The core idea is to communicate with customers through the enterprise to meet the value of customer needs as the orientation, to determine the enterprise's unified promotional strategy, the coordinated use of a variety of different means of communication, to play the advantages of different communication tools, so that enterprises to achieve low-cost promotional propaganda, with a high impact to form a promotional climax.

2, advertising communication

Advertising and communication have a particularly close relationship. Advertising in the process of its development is based on the whole system of communication as their own, in essence, advertising is a kind of information dissemination process, must rely on a variety of means of communication, advertising information can be passed to a certain audience.

The process of modernization of advertisement also goes hand in hand with the process of modernization of communication technology, and the evaluation of the effect of advertisement depends on the degree of coincidence with the law of information communication to a great extent. Therefore, as one of the sub-disciplines of advertising, advertising communication is also in a very important position.

3, emotional marketing strategy

Emotional marketing is the consumer's personal emotional differences and needs as the core of the emotional marketing strategy of the enterprise brand marketing, through the use of emotional packaging, emotional promotions, emotional advertising, emotional word of mouth, emotional design and other strategies to achieve the business objectives.

4, network marketing strategy

Network marketing strategy is based on their own position in the market and take some of the network marketing mix, which includes web strategy, product strategy, price strategy, promotion strategy, channel strategy and customer service strategy. It is based on the Internet, the use of digital information and network media interactivity to assist in the realization of marketing objectives of a new marketing approach. Simply put, network marketing is the Internet as the main means of marketing activities to achieve certain marketing objectives.

5, terminal marketing strategy

Marketing is an art, but also a science. But marketing is more and more like a science, a very creative "ideas" can miraculously make the enterprise to open the market and produce amazing economic benefits, this legendary success story is more and more rare; resources (including financial resources, human resources, etc.), capabilities (including technology, management, operations, innovation, etc.), mode (including the profitability model, distribution model, etc.). Profit model, distribution model, etc.), the external environment, increasingly become the core factors of business success or failure.

VII, the implementation of the strategy

The three keys to the effectiveness of the strategy - implementation, implementation, implementation of the actual implementation of the selected strategy, focusing on the decision will be taken after what kind of action. If everything goes as it should, most organizations will not be able to implement the strategy, but will continue to follow the same path as in the past. In order for an organization to successfully implement its strategy, it must have a unified and integrated approach to execution

1. Execution planning

Many large-scale projects fail to meet their scheduled timelines and financial budgets. Enterprise Planning Management is a new approach to realizing the intended value through the implementation of change planning and change projects. Based on a comprehensive set of planning management methodologies, this book introduces the skills and capabilities necessary for organizations to effectively manage the planning and implementation process. For the first time in a book of its kind, it takes a holistic view of the planning and implementation management system that is closely linked to an organization's ability to plan and implement, as well as to its strategy.

2, target budget

Budget management after a long period of development, experienced the origin, growth, maturity stage, the management object has been expanded from inventory and cash flow-based financial resources to include financial resources, non-financial resources, human resources, information resources and other comprehensive resource management stage, the management function is also from a single planning, control function to develop into a plan, control, coordination, Incentives, evaluation, organizational learning management mechanism, and gradually become the core of the enterprise internal management system and strategic system. This development, so that the ultimate goal of budget management has been from the planning and control of financial and non-financial resources to improve performance, the development of resources through the effective use of resources, by focusing on, searching for, and developing customer value, shareholder value, and through innovation, including management innovation, system innovation, organizational innovation, product innovation, etc., to create and increase value.

3, job responsibilities

It refers to a post needs to go to the completion of the content of the work and the scope of responsibility should be borne, regardless of the part-time or part-time management refers to the different positions between the job responsibilities is a figurative description of the work, which can be categorized in the category of the different types of positions. Position is the organization for the completion of a task and established by the nature of the work, duties, titles and grades, etc., must be attributed to a person. Duty is the unity of duties and responsibilities, by the scope of authorization and the corresponding responsibility of the two parts.

4, supervision and correction

? Refers to the problems in brand marketing to find out, supervise the overall brand marketing processes, methods, operations, etc., on the imperfections as well as errors in a timely manner to correct and deal with.

5, performance appraisal

Performance appraisal (performance examine), is a link in the enterprise performance management, refers to the main body of the assessment against the work objectives and performance standards, the use of scientific methods of assessment, assessment of the completion of the employee's work, the degree of fulfillment of the employee's work duties and the development of employees, and will assess the results of feedback to the employee process. The process of evaluating the results to the employees. Common performance appraisal methods include BSC, KPI and 360-degree assessment. Performance appraisal is a systematic project. Performance appraisal is a means of performance management process.