Why "breakout" is effective marketing, opening up a new era?

The key to continuing the lifecycle of a company with a brand as a core competency lies in the success of a brand breakout. The establishment of the brand awareness is not equal to success, in order to create value for the brand for the enterprise, the need to continue to give it a new meaning to ensure that the new brand breakthrough. Brand breakout of the three basic principles of thinking "fast, steady, accurate", the new brand is equally important. The three basic principles of the new brand ideas are explained as follows:

1. Rebranding breakthrough, the concept of entry is fast enough.

If a brand to build two or three years has not been what visibility and recognition, then from the point of view of investment and return on analysis, is undoubtedly the failure of brand management. Rebranding breakthrough, can be from the manufacture of a brand concept entry, brand concept positioning is the basis of brand operations, is a lock target consumers, and in the minds of target consumers to establish a distinctive differentiation and location of the process; is also a connection between the brand's own strengths of the characteristics of the target consumers and the psychological needs of the process. The concept cuts in just fast enough. Mainly refers to the process of brand positioning, people's feelings and perceptions of the brand to start, brand positioning, in order to distinguish between competing brands, to establish their own brand image, so as to quickly break through. For example, "Platinum Brain" in the beginning of the market, through a variety of brand breakthrough techniques, such as hard advertising, soft communication, terminal promotion and hype and other composite methods, so that the brand awareness in a short period of time to quickly get promoted, so as to kill a piece of heaven and earth in the downturn of the health care market, and rapidly improve the sales performance, so that investment The brand's popularity was rapidly enhanced in a short period of time, thus killing off the downturn in the health care market, rapidly improving sales performance, and making the investment pay off.

In 2000, Master Kong began to enter the beverage market, and with "Master Kong" as its brand name, began the road of brand building. In the FMCG market, the sales of its Master Kong bowl noodles have been good, and the brand awareness and reputation are very high. But in the beverage market, after all, is still a brand new brand. As a new brand, to quickly increase brand awareness in the market, and try to shorten the gap with the market leading brands such as Pepsi, Coca-Cola and other brands, it becomes the primary task of Master Kong beverage brand at the beginning of the market. In this case, what kind of level should we put ourselves on to build the brand? The emergence of a new brand strategy and the generation of a great idea often comes with years of market operation. For Master Kong, where to start is very important. The positioning of Master Kong's beverages, "Healthy Drinks", shows the extraordinary quality of the product in a very appropriate way. The TV commercials were planned for this purpose, and were followed up at the same time as they were introduced to the market. In this way, a successful brand effect will be created.

In the highly competitive and increasingly homogenized products in the market, in order to make the planning and marketing brilliant, if you will not be a brand breakthrough composite approach to form a set of successful marketing planning sets, even if you have millions of capital, but also impossible to quickly become famous. Product how to cater to consumers, the need to do in mind, corporate brand positioning is not allowed, then the brand awareness and then high, but also because the positioning is not allowed to produce real consumption, so that the enterprise investment in the brand is nothing. A product to provide consumers with the core benefits and values, is the customer really needs the service or benefit. In the actual operation process, we do not think of this concept how abstract, but to summarize this concept suitable for enterprises in the process of promoting the use of products, so that it becomes an important reason for consumers to accept. 2. The rapid breakthrough of the brand, communication layout must be built on the basis of "stability".

Rapid promotion of awareness, often accompanied by some unknown risks. Therefore, companies must be on a sound basis to ensure the rapid and healthy growth of the brand. Communication layout of the "stability", that is, the corporate culture, brand culture and brand advantages, through a variety of means, to maximize the display to the target consumer groups, and allow consumers to complete the process of understanding and awareness. For example, "Qinchi" in the CCTV "king of the bidding", brand awareness has been rapidly enhanced, and its sales volume with the rise of the brand and rapid take-off. However, the news that "Qinchi is blended with Sichuan wine", an open secret in the industry, pulled the brand from the peak to the bottom, and the instability of the communication layout put Qinchi in a passive situation.

In contrast, Pizza Hut's communication layout is very stable. The stability of Pizza Hut's communication layout is reflected in three aspects: (1) copywriting performance, in the advertisement copywriting, the first emphasizes the positioning of Pizza Hut restaurant as a happy restaurant. (2) Graphic performance, the use of Pizza Hut's basic colors, to maintain the unity of the visual effect, easy for consumers to distinguish and identify. (3) Film and television representations, incorporating traditional Chinese cultural concepts (e.g., generals in Shu), quickly boosted product sales. It is very important to have a strong brand foundation, and it is necessary to build brand awareness in the minds of potential consumers through marketing. If you can build a strong brand, you must have a strong marketing program. If you don't, then all the advertising, beautiful packaging, promotional activities and public **** relations can't get you there. At the same time, brand promotion and communication are inseparable, as a planner must understand the brand promotion, you must use the communication for its help, only then, in order to form a strong market effect, and rapidly enhance the corporate image.

3, the brand breakthrough process, brand recognition and positioning to be accurate. Input speed and then fast, if the identification is not accurate enough, then what is the use? Products in the end to be sold to which consumers, the need to do a good job. If the brand positioning is not allowed, then the brand awareness is high, but also because the positioning is not allowed to produce real consumption, so that the enterprise investment in the brand down the drain.

For example, "Mazillin" is a treatment of stomach medicines, due to the original positioning as a therapeutic agent, so that the mature product is facing the maturity of the "black hole". Enterprises on the "Mazillin" product brand repositioning, manufacturing a "Mazillin" brand concept, positioning "Mazillin particles" green protective agent, that is, the Mazillin protection (gastrointestinal mucosal barrier), safety and security. Mazeline protects (gastrointestinal mucosal barrier) and is safe (no toxic side effects). Breaking the concept of "seven poisons in medicine" in people's mind, and guiding consumers to reverse the thinking of three non-toxic drugs is what? It is Mazolin Granules. Because the protective agent can be used in a wide variety of fields, the scope of application has been greatly expanded. Through the brand concept positioning created by the enterprise, the secondary development of the product ushered in another period of maturity and achieved great economic and social benefits. In the reality of the brand operation process, for the general enterprises, it is simply impossible to multinational corporations, investing huge sums of money for brand publicity, management and maintenance, which is the actual problem faced in the process of brand breakout. In the absence of sufficient funds for brand operation, if you can effectively use the unconventional brand concept operation mode, accurate, concise and effective brand breakout, often can be small and big, reduce the risk of competition, and even win by surprise.