Brand operation in the era of e-commerce

Brand is the cornerstone for enterprises to shape their popularity and reputation; The successful brand building of an enterprise is equivalent to obtaining an intangible value-added asset for itself and bringing so-called brand benefits. In order to realize brand benefits, we should not only customize brand goals, but also do a good job in brand segmentation and brand positioning, so as to do a good job in brand work and realize brand benefits in all directions. First, the first step to achieve brand benefits is to formulate brand objectives and brand strategies. The goal is motivation. Before establishing a brand, we must first establish a direction and goal. But before defining and refining the target, a perfect brand strategy is needed, because compared with the brand target, the brand strategy is more forward-looking and is the basis of the whole brand operation. So how to make a brand strategy? First, considering the brand structure, we should plan the brand structure reasonably. The more categories, the more resources we need to plan. Second, determine the brand logic. After that, we need to clarify the logic of brand operation. Second, after determining the goals and strategies, we must subdivide the brand. That is, the same brand, in order to meet the needs of different consumers, produces different categories and grades of products, so as to better carry out brand building. In the market, the category combination of enterprises is generally divided into two types, namely, single product combination and multi-category product combination. Single category means that enterprises only produce and sell a certain kind of products, because the sales direction is relatively single, so they can highlight the key points. However, due to the single category, products need to be multi-series, multi-grade and multi-package to attract more customers. For enterprises that develop multi-category products, there are rich categories and a wide audience, but at the same time, we need to worry about whether there are necessary problems in some categories with low sales. Therefore, it is urgent to add and subtract product categories and increase the sales volume of each item. Third, finally, brand positioning. Brand positioning is a subjective feeling and judgment of consumers on the brand, based on market and product positioning. We can start from three aspects: meeting the needs of consumers, using internal resources and analyzing the positioning of competitors. When consumers think of your brand immediately when they need it, it shows that your brand positioning is successful. Brand operation is a science, which requires entrepreneurs to spend a lot of time practicing and learning, but when they really master its essence, excellent brands will definitely give you an immeasurable result.