1, reshaping the brand to break through, the concept is cut in fast enough.
If a brand has not been well-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 creating a brand concept. Brand concept positioning is the basis of brand operation, and it is a process of locking in the target consumers and establishing distinctive differentiation and position 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. The concept is cut in fast 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" promoted its brand awareness rapidly in a short time through various brand breakthrough techniques, such as hard advertising communication, soft text communication, terminal promotion and hype, thus killing a world in the depressed health care market, rapidly improving sales 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's bowl 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 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 Kangshifu beverage, which just shows the transcendental quality of the product in place. The TV hard advertisements planned for this purpose are constantly followed up while entering the market.
The operation point of this case is that in terms of brand breakthrough, the strategy of "gathering gas to take advantage of the situation" is used to quickly gather customers by taking advantage of the popularity of Lotus. By taking advantage of the huge popularity of Lotus Supermarket, a well-known brand company, a large number of potential customers are quickly guided to patronize Ajisen restaurant, which greatly improves the frequency and turnover of customers in this enterprise and makes the popularity of Ajisen brand rapidly improved in a short time. In terms of brand concept positioning, it regards "Ajisen Lamian 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 consumer psychology, grasping consumers' purchasing motives and firmly adhering to consumers' three major consumption habits (impulsive, rational and habitual). Correct brand positioning and unconventional brand operation mode can quickly establish brand awareness.
The enlightenment from this is: in the fierce competition and the 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, if you don't form a set of successful marketing planning routines by means of brand breakthrough. How to cater to consumers, products must be well-aware, and the brand positioning of enterprises is not accurate, so no matter how high the brand awareness is, it will not produce real consumption because of the inaccurate positioning, thus making enterprises 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 how abstract this concept is, but sum it up to be suitable for enterprises in the process of promoting products and make it an important reason for consumers to accept it.
2, the brand's rapid breakthrough, communication layout must be based on "stability".
The rapid promotion of popularity is often accompanied by some unknown risks, so 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 recognize.
For example, after "Qin Chi" won the title of CCTV, its brand awareness was rapidly improved, and its sales volume also took off rapidly with the rise of the brand. However, a news that "Qin Chi is blended with 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 copywriting, 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 performance, integrated with China's traditional cultural concepts (such as generals in Sichuan), quickly promoted product sales.
The key point of this case is to use the strategy of "gathering customers to create momentum" to think about the promotion of the brand by Music Book Company. Internally, we use the management philosophy of "conscience quality" to improve the internal product quality of the enterprise, give systematic training to employees, ensure the quality of products, and strictly control them to achieve material stability. Externally, the strategy of "bundling promotion" is adopted, and the well-known brand company Thinking Music Bookstore is combined to carry out long-term bundling sales. By using its intangible assets of social popularity and cultural background, the brand image of the company is bundled and enhanced, highlighting the cultural atmosphere of the healthy catering brand "Ajisen Lamian Noodles" and achieving spiritual stability. The brand image has been enhanced in the hearts of old customers, and the brand concept has been established in the hearts of potential consumers.
The enlightenment from this is that a stable brand foundation is very important, and it is necessary to establish a brand 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 inseparable. As a planner, we must understand brand promotion and help it with communication. 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 products should be sold to. If the brand positioning is not accurate, then the brand awareness will be higher, and the real consumption will not be generated because of the inaccurate positioning, thus making the enterprise's investment in the brand go to waste.
For example, "Maizilin" is a kind of medicine for treating stomach. Because it was originally positioned as a therapeutic agent, mature products are facing a "black hole" in maturity. The enterprise repositioned the brand of "Maizilin" products and created a brand concept of "Maizilin", positioning "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 Maizilin 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 enterprises, the products after secondary development have ushered in another mature period, and have achieved great economic and social benefits.
The operation point of this case is that in the process of brand breakthrough, the healthy catering brand is made famous by using the strategy of "gathering industry into potential". We differentiated the catering orientation of Ajisen Lamian Noodles from "Japanese catering" to "healthy catering". Starting with people's feelings and cognition of Ajisen Lamian Noodles, we differentiated the competitive brands, made use of media publicity to highlight Ajisen's concept of healthy catering, established the brand image of healthy catering in our company, and enabled consumers to accurately identify Ajisen Lamian Noodles's healthy catering brand, so as to quickly break through again.
The enlightenment from this is that in the actual brand management process, 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. When there is not enough funds for brand operation, 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.