Enterprises do brand, often fall into the 9 misunderstandings, this is also I do brand planning for the enterprise will often be some of the problems raised by the enterprise, I will summarize it.

One, advertising bombardment is a shortcut to branding

It is true that advertising can bring a great deal of visibility to the brand this is true, but not necessarily to the brand reputation. Simply put: brand = high visibility + reputation, if the reputation is not high and strong advertising, it will almost fall into the "infamous" embarrassing situation.

Now many companies are keen to do public service, in fact, this is the reason, because now the media media is too much, the news spreads too fast, simple advertising bombardment era has passed. So: the reputation to test public welfare, product quality, service quality, etc. for support.

Two, corporate strength is equivalent to brand strength

Corporate strength and brand strength is simply two different things, corporate strength in the brand is indeed an advantage, but not an absolute advantage; the same, small businesses do not have to be pessimistic, after all, is now in the era of blossoms, small businesses focus on one aspect of a lot of big businesses can not and this is also the case for small businesses. The reason why a lot of small business brands have emerged in recent years, but doing very well.

Because of increased competition, many companies that used to be powerful and well-capitalized are not as welcoming as they used to be, because many products are now in a customized product, which is the weakness of large enterprises.

Three, the brand is equal to the monetary value of goods

It is undeniable that one of the most direct reflection of the brand is: consumers are willing to pay a higher price for the hanging of a recognized brand of products. But if the value of the brand is understood as "how much the brand is worth", then this is already deviated from the essence of the brand value.

Monetary value is the direct driving force behind a company's branding, but if this value is divorced from the value of the brand in the mind of the consumer, then this commercial value can only bring short-term effects. Therefore, in addition to caring about the value of the brand itself, we should be more concerned about the consumer's recognition of the brand as well as the deep needs of the brand, so that the brand is more competitive.

Four, brand performance in the market is equivalent to the value

Brand value is not only rely on the market's macro-data to reflect, for example, some of the life of the consumer goods occupancy rate is very high, some of the sales of cell phones is very high, these are data performance is good, but not necessarily all recognized by consumers, once the consumer has a new choice, that is the case. Consumers have a new choice, it is doomed to be abandoned, the brand will not have much value.

The value of the brand to reflect:

1, the recognition of consumer purchasing behavior

2, the brand in the psychological positioning of consumers on the recognition of the value of the brand in the consumer.

Fifth, price cuts can quickly enhance the brand position

Price means that many companies are good at applying a means, but also often with promotions or price cuts to win the market share. But the price as well as the share of often only slowly weaken a brand, because: cheap = low-grade goods.

Mobile Global Crossing will not be the same as Unicom to fight the price war, because adhere to the quality and good brand won the recognition of high-end users.

Six, diversification of brand expansion

The current market is the most common brand expansion is, once a brand has a little influence, then the enterprise to expand other products, but also with the same brand, which makes the brand slowly be consumed.

1, from the low-end brand to high-end brands difficult to enter, such as the production of tractors, large enterprises, when there is a large amount of capital, then began to produce cars, if the same brand, then the car will always be with the aura of the tractor, do not come to the big stage, even if the quality is good.

2, high-end brands to low-end into the difficult, if a brand from the high-end to low-end development, can bring some low-end trust, but at the same time is also abandoned the high-end users. If the manufacturer of high-end cars to produce economy cars, it will produce a great sense of trust, because economy car consumers will think, high-end cars are produced, then the economy must be no problem, but the same brand is also low-end, high consumers almost will not buy this car brand again.

Seven, the brand will grow naturally once established

The brand once established, will grow that's right, but the premise is to continue to innovate, how many brands can not keep up with the times, and will always keep their own side of the market eliminated, once the innovation and quality of a brand stagnation, then the brand will also face the dilemma, the brand needs to be innovative, not just a brand. The brand needs to be innovative, rather than waiting for time to precipitate.

Eight, enterprises need brand building

Not what kind of products and enterprises need brand building, which has a lot to do with the industry in which the enterprise is located, such as the sale of daily necessities on the need for a very strong brand building, because of this can be alternatives to many, customer loyalty is not high, once consumers have a better choice! Or found that the brand bought is not good, it will immediately transfer; Another example is daily necessities, a brush and so on, consumers can see the quality of the same good or bad, which if then the construction of the brand, it will cost a lot of money.

Nine, branding requires a lot of money

Most companies believe that the operation of a large brand needs to spend a lot of money, it will cause injury to the enterprise, will cause a huge waste of money, which is a lot of companies to give up the brand business reasons. Scientific brand building can not only "save money to do big things", but also make the enterprise's investment more efficient. Set up a strong brand, to bring the enterprise will not be the value of the short term, but will bring permanent benefits to the enterprise.

This article is a one-page branding plan. Long Yiming original, without my permission, prohibit the reproduction of more articles please pay attention to: a page of brand planning book