Keywords: brand strategic management
1. Brand strategic management concept
Dr philip kotler, a marketing expert, thinks: "A brand is a name, a noun, a symbol or a design, or a combination of them. Its purpose is to identify the products or services of a seller or a group of sellers and distinguish them from those of competitors. From the perceptual point of view, brand is an intangible asset, which brings a premium to the owner and produces added value. Its carrier is a name, term, symbol, logo or design and their combination, which is used to distinguish products or services from other competitors. The source of value-added comes from the impression formed by its carrier in the hearts of consumers.
The key point of brand strategy is to manage consumers' brains. On the basis of in-depth study of consumers' inner world, the main driving force when buying such products, industry characteristics and brand association of competitive brands, the brand identification system with core values as the core is positioned, and then all value activities of enterprises are directed by the brand identification system.
2. The content of brand strategy
2. 1 brand decision
It mainly determines the attributes of the brand. Whether you choose a manufacturer brand or a dealer brand, whether you create a brand or join a brand, you must solve this problem before the brand is created. Different brand management strategy choices will lead to different paths and fates for enterprises. And different brands have their specific adaptability in different industries, different enterprises and different stages.
2.2 brand management planning
Add a layer of protection to the brand in the organizational management mechanism of the enterprise, establish the vision of brand development, and clarify the goals and measurement indicators of each stage of brand development. Enterprises must rely on strategy to become bigger and stronger. "He who has no foresight will have immediate worries", and solving strategic problems is the basic condition for brand development.
2.3 the definition of brand recognition
What is established is the connotation of brand, that is, the brand image of the enterprise in the eyes of consumers, which is the focus of brand strategy. It standardizes the internal and external meanings of brand's thought, behavior and appearance from three aspects: brand concept, behavior and symbol, including core recognition with brand core value as the core and basic recognition composed of brand promise, brand personality and other elements. For example, in 2000, Hisense's brand strategic planning not only clarified the brand core value of Hisense's "scientific and technological innovation, building a century-old trust", but also put forward the brand concept of "innovation is life" and determined to shape the brand image of "a scientific and technological pioneer who challenges the scientific and technological peak in the new century and is committed to improving people's living standards". Through a series of marketing communication with brand core value as the commander-in-chief, it has changed the vague and chaotic brand image in the past and become a leading "technology flow" brand in the home appliance industry with clear brand recognition.
2.4 brand model selection
Deal with the brand structure. Whether to choose a single brand or multi-brand, whether it is a joint brand or a main and deputy brand. Brand model has certain industry applicability and timeliness. For example, when Toyota entered the high-end car market in the United States, it did not continue to use Toyota, but established a brand-new independent brand Lexus. The two brands have set different grades. Toyota belongs to the middle and low grade, and Lexus is positioned as a high-end car. Different brands can avoid the low-grade impression that Toyota brings to Lexus and make it comparable to BMW.
2.5 brand extension planning
It is a clear definition of the future development field of the brand. Make clear which fields and industries the brand is suitable for development and extension in the future, so as to maximize the brand value on the premise of reducing the risk of extension and avoiding brand dilution. For example, the unified use of "Haier" brand in Haier household appliances is a successful example of brand extension.
3. The implementation of corporate brand strategy management
3. 1 Clearly establish brand management and strategic concept.
Enterprise managers should always keep business sensitivity, constantly learn modern business theories, establish a strong sense of brand development strategy, assess the situation, seize the opportunity in time, and implement and promote the brand strategy of their own enterprises quickly and efficiently with a responsible attitude.
3.2 Choose the correct market positioning and determine the strategic brand.
Market positioning refers to how to define products and services in the target market after determining the target market, so as to distinguish them from competitors, thus establishing the corporate image and gaining a favorable competitive position. Implementing brand strategy means that enterprises focus on developing one or two brands in specific fields through market research and starting from their own reality under the background of obvious homogenization of socialized mass-produced goods, and this heterogeneity is to develop according to market consumption demand, that is, to keep up with the market. For example, Coca-Cola in the beverage industry. Pepsi; Rolex watches in luxury goods industry; Bentley and Rolls-Royce in the automobile consumer goods industry are very successful, which is worth learning from China enterprises.
3.3 the use of information networks to implement portfolio management
Once the brand is developed, relevant information should be published online at the same time. Now is the information age, and the fastest joint operations can be realized through the network. On the one hand, newly developed brands can quickly access the Internet, which can not only quickly enter the introduction period of new product promotion, promote marketing and expand the market, but also save a lot of advertising investment. On the other hand, the information of new products can be published on the Internet, and trading partners can be found in the world at the fastest speed, which saves huge expenses in the process of finding trading partners and greatly expands the scope of trading objects.
3.4 create a good corporate culture atmosphere and development environment
It is not easy for commercial enterprises to implement and promote brand strategy. When creating brand strategy, it is more important to encourage, stabilize and introduce talents in the construction of enterprise internal culture. In addition to the internal environment, there must be a good external environment. Especially under the condition that China has just started to move towards a market economy, commercial enterprises should first win the government's policy support, then win a good market environment, and finally seek legal protection to implement and promote brand strategy. Brand development is a knowledge-based economy, which needs the support of the government to create a legal protection environment for intellectual property rights.
References:
[1] Weng Xiangdong. Local Brand Strategy Zhejiang People's Publishing House
[2] Ye and He Zhong co-edited. Entrepreneur management strategy. Published by Southeast Enterprise Research Center
[3] Rui Mingjie. "Strategic Choice of Enterprise Development in China" [M]. Fudan University Press
About the author:
Tu Ying, Bai Ting and Zheng Chengxian (1990 1990), female, Han nationality, native place: Huai 'an City, Jiangsu Province, work unit: Changzhou Campus of Hohai University, education: undergraduate study.