Marketing Strategy Of Brand "Aristocrat"

Marketing strategy of "aristocratic" brand

Foreign research on brand management theory started in 1950s, and the study of brand management theory in China began only in 1990s.

After joining the WTO, more and more enterprises recognize the importance of brand, and understand that high-end products compete for the global market. They must concentrate resources, work together to attack and build brand image.

High grade brand is the product of market competition. It is also an important pillar of enterprise development, an intangible asset of enterprises and a magic weapon for competition.

When the brand wins the social recognition, we not only repeat the purchase, but also recommend other friends, which is the importance of the brand.

In today's social environment, there are numerous goods available to consumers, and channels for consumers to buy are everywhere.

The development of the Internet has shortened consumption time and increased consumption information. For consumers, if there is no reliable brand to do the standard, shopping is almost impossible, customers will be overwhelmed by too much information. Only focusing on improving the information and data of brand image and strengthening brand value is the new trend of high-end brand creation.

Brand is not usually placed in the company's balance sheet, but the brand usually has a better definition of a company than a new factory or technological breakthrough, that is, the more high-end brand, the higher the brand value.

This is because cultivating a high-end brand name can still make the company have a better price than the ordinary brand under the condition of poor environment.

Famous brand products will not succumb to the pressure of price in a strong promotion environment. In these circumstances, famous brand products will continue to grow steadily.

In addition, high-end brand names will have a more powerful effect in breaking into new markets, and at the same time, there will be excellent pfer value in the pfer.

The connotation of high-end brand

In Maslow's theory of hierarchy of needs, Maslow puts forward that human beings will drive people to act without satisfying needs, and human needs are based on the urgency of seeking satisfaction to distinguish rank.

Maslow believes that a person first tries to satisfy his most important needs, and when his most important needs are met, this need stops acting on him, and people will be inspired by another important need to take action.

That is to say, for marketers, it is necessary to understand which target customers are at the level of need, and then know what products or advertisements need to attract them.

The high-end products, obviously, belong to the needs of the higher strata.

The so-called high-end brand can be regarded as a strong brand or leading brand, that is, the brand has high popularity, high quality recognition, strong brand association, single persistent loyalty, and has competitive advantages such as patents, registered trademarks, sales channel network, product technology and so on.

High end brands usually have sales and profits, which occupy the first place or dominant position in the market of the products. They have good operation condition, brand owns customer assets, customers are satisfied and have good prospects for sustainable development, and the brand has the characteristics of high pfer value and extension.

To understand the high-end brands, we need to have some preliminary understanding of the high-end brands at home and abroad, and have a deep thinking on the high-end brands.

Is a famous brand equivalent to a valuable brand?

The true value of a brand should first be reflected in the amount of economic benefits acquired, and then it is the awareness of the public and consumers.

Although the level of brand awareness is directly proportional to the advertising cost that is spent on brand promotion, this fact does not mean that brand value is directly proportional to brand awareness.

For example, at this stage of high advertising fees accumulated famous brands, through the test of time and maturity, and finally bubble, leaving only empty names.

The value of the famous brand should have a higher reputation and a higher purchase rate. These two elements are indispensable.

Are high-end brands equivalent to high-end prices?

In my opinion, the high-end brand must be equivalent to the high price of similar products.

For example, in the automotive industry, Rolls-Royce, Mercedes Benz, BMW and Porsche are the top brands of similar products, and their prices are also high in the same products. Dior and Chanel are the top brands of similar products in cosmetics industry, and their prices are also high in similar products.

Moreover, if the high-end brand sells cheap or the brand is abused, there will be a high risk that the brand value will decline and the product will no longer be of high status.

Samsung Electronics is the best case in Korea. Samsung has been the most value-added brand company for two consecutive years, and its success is obvious to all over the world.

But in order to get rid of the cheap image completely, although the inherent sales channel is stable, "Samsung" still reluctantly withdrew from WAL-MART and other low-priced stores, and entered the middle and high priced stores such as department stores.

After all, Samsung has plenty of reasons to worry about how to protect and enhance its brand integrity. If the product is placed in the discount stores in the mass market, it will have a negative impact on the efforts of Samsung's elegant image.