1, reinventing the brand to break through, the concept is cut in fast enough.
If a brand has not been known and recognized for two or three years, it is undoubtedly a failure of brand management from the perspective of investment and return. Rebuilding a brand breakthrough can start with building a brand concept. Brand concept positioning is the foundation of brand operation, and it is a process of targeting target consumers and establishing distinct differentiation and positioning in their minds. It is also a process of connecting the advantages and characteristics of the brand itself with the psychological needs of the target consumers. This concept cuts through quickly enough. Mainly refers to the process of brand positioning, starting with people's feelings and cognition of the brand, brand positioning, in order to distinguish competitive brands, establish their own brand image, and thus quickly break through.
For example, at the beginning of its listing, "Melatonin" quickly enhanced its brand awareness in a short time through various brand breakthrough techniques, such as hard advertising communication, soft text communication, terminal promotion, hype, etc., thus killing a world in the depressed health care product market, rapidly increasing sales volume and making the investment get a quick return. In 2000, Master Kong Company began to enter the beverage market, and took "Master Kong" as the brand name and started the road of brand building. In the fast-moving consumer goods market, Master Kong noodles produced by Master Kong Company have been selling well, with high brand awareness and reputation. But in the beverage market, it is still a brand-new brand after all. As a new brand, it has become the primary task of the brand at the beginning of listing if it wants to quickly enhance its brand awareness in the market and try its best to shorten the gap with market-leading brands such as Pepsi-Cola and Coca-Cola. In this case, what kind of level should we put ourselves on to build a brand? The emergence of a new brand strategy and a great idea is often accompanied by years of market operation. For Master Kong, where to start first is very important. "Healthy beverage" is the positioning point of Master Kong's beverage, which shows the transcendental quality of the product to the fullest. The TV hard advertisements planned for this purpose keep following up while entering the market.
The operating point of this case is that in terms of brand breakthrough, the strategy of "gathering gas to take advantage of the situation" is adopted to quickly gather customers by using the popularity of Lotus at the beginning of the year. Taking advantage of the great popularity of Lotus Supermarket, a well-known brand enterprise, we can quickly guide a large number of potential customers to visit Ajisen Restaurant, which greatly improves the frequency and turnover of customers in this enterprise, and makes the popularity of Ajisen brand increase rapidly in a short time. In terms of brand concept positioning, it regards "Ajisen Spicy Noodles" as the spokesperson of a healthy food, positioning it as a Japanese restaurant, and positioning it as a "healthy restaurant" again. The key lies in mastering consumers' psychology, grasping consumers' purchasing motives and firmly grasping consumers' three major consumption habits (impulsive, rational and habitual). Correct brand positioning and unconventional brand operation mode can quickly establish brand awareness.
The enlightenment is: in the fierce competition and increasingly homogeneous market, if you want to do a good job in planning and marketing, you can't become famous quickly even if you have tens of millions of capital without the help of brand breakthrough to form a set of successful marketing planning routines. How to cater to consumers, products must know fairly well, and the brand positioning of enterprises is inaccurate, so no matter how high the brand awareness is, there will be no real consumption because of inaccurate positioning, so that enterprises will gain nothing from brand investment. The core benefits and values provided by a product to consumers are the services or benefits that customers really need. In the actual operation process, we don't think this concept is abstract, but it is summed up as an important reason for enterprises to promote products and make them accepted by consumers.
2. With the rapid breakthrough of the brand, the communication layout must be based on "stability".
The rapid promotion of popularity is often accompanied by some unknown risks, and enterprises must ensure the rapid and healthy growth of brands on a sound basis. The "stability" of communication layout is a process of showing corporate culture, brand culture and brand advantages to the target consumers to the maximum extent through various means, and making them understand and agree.
For example, after "Qin Chi" won the title of CCTV, its brand awareness increased rapidly, and its sales volume soared with the rise of the brand. However, the news of "Qin Chi blending Sichuan wine", an open secret in the industry, suddenly pulled the brand from the peak to the bottom, spread the instability of the layout, and put "Qin Chi" into a passive situation. The stability of Pizza Hut's communication layout is reflected in three aspects: 1 and copywriting performance. In the writing of advertising copy, the positioning of Pizza Hut restaurant as a happy restaurant is emphasized first. 2, plane performance, using the basic colors of Pizza Hut, to maintain the unity of visual effects, easy for consumers to distinguish and identify. 3, film and television performances, into the traditional cultural concepts of China (such as Sichuan General), and quickly promote product sales.
The focus of this case is to use the strategy of "gathering customers to create momentum" to think about the brand promotion of Le Shu company. Internally, we use the management concept of "conscience quality" to improve the quality of products within the enterprise, conduct systematic training for employees, ensure the quality of products, strictly control and ensure the stability of materials. Take the strategy of "bundling promotion" and carry out long-term bundling sales in conjunction with the well-known brand company Thinking Music Bookstore. Make use of its intangible assets such as social popularity and cultural background to enhance the brand image of the enterprise, highlight the cultural atmosphere of the healthy catering brand "Ajisen Spicy Noodles" and achieve spiritual stability. It has promoted the brand image in the hearts of old customers and established the brand concept in the hearts of potential consumers.
The enlightenment to us is that a good brand foundation is very important, and brands should be established in the hearts of potential consumers through marketing. If you can build a strong brand, you must have a strong marketing plan. If you don't, then all advertisements, exquisite packaging, promotional activities and public relations can't make you achieve your goal. At the same time, brand promotion and communication are also inseparable. As a planner, we must understand brand promotion and help it spread. Only in this way can we form a strong market effect and quickly enhance the corporate image.
3. In the process of brand breakthrough, brand identification and positioning should be accurate.
No matter how fast the input speed is, what's the use if the recognition is not accurate enough? It is necessary to know exactly which consumers the product should be sold to. If the brand positioning is not accurate, then no matter how high the brand awareness is, there will be no real consumption because of the inaccurate positioning, so that the enterprise's investment in the brand will be wasted.
For example, "Maizilin" is a medicine for the stomach. Because its initial positioning is therapeutic agent, mature products face a "black hole" in maturity. The enterprise repositioned the brand of "Maizilin" products, created the brand concept of "Maizilin", and positioned "Maizilin granules" as a green protective agent, that is, Maizilin protection (gastrointestinal mucosal barrier), which is safe (no toxic side effects). Break people's concept that drugs are seven points toxic and guide consumers to think reversely about what drugs are three points non-toxic? That's Mazilin granules. Because the protective agent can be widely used in various fields, the application scope has been greatly expanded. Through the brand concept positioning created by the enterprise, the products after secondary development have ushered in another mature period and achieved great economic and social benefits. The operating point of this case is to use the strategy of "gathering industry into potential" in the process of brand breakthrough to start a healthy catering brand. We positioned Ajisen Lamian Noodles from Japanese catering to healthy catering. Project Management /2- Xiangmuguanli starts with people's feelings and cognition of Ajisen Lamian Noodles, differentiates brands, uses the media to publicize the healthy catering concept of Ajisen, and establishes the brand image of Ajisen Lamian Noodles, so that consumers can accurately identify Ajisen.
The enlightenment is that in the actual process of brand management, it is impossible for ordinary enterprises to invest huge sums of money in brand promotion, management and maintenance like multinational companies, which is a practical problem faced in the process of brand breakthrough. In the case of insufficient brand operation funds, if we can effectively use the unconventional brand concept operation mode and break through the brand accurately, concisely and effectively, we can often reduce the competitive risk and even win by surprise.