First of all, the difference between brand and product, brand focuses on emotional appeal, and product focuses on functional appeal; Secondly, there may be multiple product lines under the brand, and some products that form a composite product line also have multiple brands. I don't know if I understand this concept. For example, the brand of Yangshengtang includes many sub-brands such as Nongfu Spring and Oriental Leaves, and each sub-brand is equivalent to an independent product. A product with a good market, such as shampoo, has many brands, such as Rejoice, Lux and Pan Ting, and some brands belong to a company's composite product line.

When this concept is understood, the difference between promotion will soon be clear. At present, sometimes the difference between the two is not very big. When many customers come to talk to us, there is no obvious difference, so they are often collectively referred to as promotion.

In fact, simply speaking, the importance of product promotion lies in function promotion, and all demands, tonality and methods in promotion are done around the core functions of products. I can give an example casually, the promotion of a cup, so as a product, I first consider its channel, which may be sold in a specialty store or a counter in a lifestyle supermarket. Therefore, for such promotion, I will first consider how to do these channels well, including channel publicity activities (such as buying a water cup to explore pure water), including how to communicate with consumers (for example, this water cup is characterized by maintaining water quality for a long time, so you may consider doing on-site experience), and then consider what kind of image this product will face the market and consumers (doing some image creativity and offline activities). Generally speaking, you can see that everything is done around the core of the product. The purpose is to let the market and consumers know about this product and find out the potential demand of some potential customers for this product.

Brand promotion is actually our most interested work, because it is usually an emotional appeal. We analyze the product brand and corporate brand of the enterprise, get a core appeal and core value, and then amplify these emotions and emotional elements. Brand itself belongs to intangible assets, and its value lies in the emotion, thinking, attitude and life cognition it represents, but it is actually very powerful because it is unique and exclusive. For example, when you think of a tough guy car, you might think of a Hummer instead of a Mercedes. There are both the narrowness of disadvantages and the uniqueness and exclusiveness of advantages. When we understand this, we should do brand promotion, so the purpose is very clear, to promote a perceptual appeal, an experience and an emotion represented by brand subsidiaries.

Let's talk about the water cup first, then simplify the proposition. This is a brand that only has water cups. This company has no other products. We only analyze that it retains the characteristics of water quality, so it is pure. When we make a creative storm, we can associate it with eternity, commitment and eternal sincerity. Then we compare the crowd, and the brand is not cheap. Consumers are middle and high-end people aged 30-45, and a cup may account for 15% of their monthly extra expenditure plan. Suppose you buy 1000 non-essential items a month, then its price is 150, and then it accounts for 3% of their monthly income. Just do the math yourself. Only in this way can we have a clear understanding of the brand. First there is its mood, then there is the crowd. Next, do crowd insight and analyze some sensitive appeal elements of the crowd. Next, we choose the tonality and way of brand promotion according to the positioning of consumption and the conclusion of insight. We can do online brand theme (looking for the purest life), and we may do a set of TVC. The core of the script is to express the pure life spirit. Then we will make a big V movie on the Internet, a pure journey, and may analyze the pure concept with several elements such as romance, career and family, and then issue several story scripts respectively. Then we will do online activities, collect pure stories and remind you of the purest things or people in life. In fact, to sum up, it is to let consumers have a unique association and be able to substitute the brand into their own emotional thinking.

Working overtime all night may be a bit wordy, and then some expressions are not in place. I only have a water cup at hand, so I temporarily assumed that such a product is actually very different.

Your question is very big, but in short, I think you have understood it. One is the idea of product function experience promotion, and the other is the idea of emotional appeal dissemination and promotion. This is the simplest description. In fact, in our actual product promotion, we have to study products and give many suggestions on marketing strategies, including in-depth study of products, some product expectation strategies biased towards the economic field, and analysis of the future marketing cycle of products. Therefore, in fact, the most beautiful thing is brand promotion, and the most meticulous work is product promotion.

Finally, can I borrow your place to introduce our company? Xi An Hezhi Yang Chuang Advertising, 029-8411806, is committed to integrating promotion (brand/product), advertising marketing strategy and creativity. We sincerely welcome all enterprises with ideal products and long-term thinking to contact us and experience the most intelligent marketing strategy/integrated promotion service in the advertising field.