Brand Promotion refers to a series of activities in which an enterprise builds its own and product brand image so that it is widely recognized by consumers. The main purpose is to increase brand awareness. The brand strategy expert of Brand Network Enterprise put it bluntly: "No matter how good a brand idea is, it cannot become a strong brand without the support of strong promotion and execution. Moreover, brand promotion emphasizes consistency, and every detail in the execution process must be unified." The devil is in the details'". The key point of brand promotion is to use the core value of the brand to guide all marketing communication activities.

There are many self-service website building platforms on the market. Brand promotion must use the core value of the brand to guide all marketing (action) communication (verbal) activities of the company, that is, any marketing and advertising activity such as product research and development, packaging design , advertising, channel strategies, terminal displays to street promotions and even interviews with the media, any opportunity to communicate with the public must be used to interpret the core value of the brand. In this way, consumers can feel the unified image of the brand every time they come into contact with the brand, which means that every cent of marketing and advertising expenses is deepening consumers' memory of the brand.

Notes

The consistency principle of online promotion means that the positioning, brand connotation, audience and brand packaging of the promoted brand should be consistent with visual communication. Make the brand memory that users obtain through traditional channels or online channels consistent and unambiguous. The consistency of visual communication is also reflected in the style of website design and the similarity of advertising design.

In terms of cost and actual effect measurement of online promotion, promotion companies should have sufficient data support to complete evaluation and reporting of promotion effects, thereby ensuring that the ROI of brand online promotion is maximized.

Entry point

Product promotion

Product promotion is actually the promotion of new products. When new products are launched, it is a great opportunity for companies to promote their brands. New products are combined with corporate brands. Promote them together to enhance brand awareness and boost product sales, killing two birds with one stone. One thing is that companies often focus on advertising and neglect public relations when promoting. This is one reason why there is sales but no brand. Brands often need public relations, while sales need precise advertising to drive sales.

Promotion

May 1 International Labor Day, National Day, Mid-Autumn Festival, New Year's Day, Valentine's Day, Chinese Valentine's Day, Christmas, corporate anniversaries, etc. are all launched by enterprises. Great time for promotions. Promotional activities directly target sales, but without promotion, few people know about it, and the effect is definitely not ideal. At this time, companies generally invest a large budget in promotion and promotion. This kind of promotion is very valuable. It not only increases sales performance, but also drives the brand.

Business leaders

Creating the entrepreneurial image of corporate leaders is an important aspect of a corporate brand, and it is also an aspect that is ignored by companies. Leaders are real people and are more easily accepted by people than corporate brands. The opinions, deeds, and entrepreneurial history of corporate leaders are all good materials, which are helpful for improving the corporate brand image.

Corporate Honor

Corporate Honor, this is easy to understand. Chinese famous brands in traditional industries, Chinese well-known trademarks, national inspection-free products, etc.

The connection between category promotion and brand promotion

Every enterprise needs a brand. This is the internal driving force for the future development of the enterprise, but directly promoting the brand may be like shopping in the Red Sea market. The same, and creating a new category is opening up a blue ocean market. For example, Yake V9 candy, which has been best-selling for ten years, was promoted as a new category of vitamin functional candy in 2003. It quickly occupied the market and became a star in the entire food FMCG market. It has endured to this day and is often used as a product by marketers. Case to illustrate.

To sum up, category is to use concepts to open up a new field in or next to the original product category, then name this field, and operate the new field as a new category. , operate your product as the first product of this new category, and first be exclusive in the market you have opened up. If you are not the first in a certain product category, you should strive to create a product category that can become the "first" in the market.

Judging from the past marketing facts, no matter how much effort is spent on promoting the original category market, it is not as fast as discovering a new category for market promotion. Successfully promoting a new category means the development of a leading brand. was born. Here we can also take Yake V9 as an example. Before Yake V9 was launched, Yake Food could only be regarded as a regional brand. It was because Yake V9 created a new category of vitamin candy, making Yake V9 a leader in this category. As the leading brand in China, Yake's brand has become popular all over the country and has become a well-known Chinese famous "brand".