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Shoes And Clothing Brand Marketing Should Be Vertically Integrated.

2008/7/3 10:31:00 41853

At present, all trades and professions have entered a relatively mature stage of brand model and operation systematization after undergoing shuffling and shuffling.

In the face of fierce competition in the brand age, how can we win the market?

How to find a unique way to find a differentiated business?

Recently, in a seminar on brand marketing, a marketing director who engaged in the marketing of food industry for many years put forward the "brand eight dimension rule", which was widely concerned by the industry.

　　占領(lǐng)消費(fèi)者心智

After more than 20 years of development, Quanzhou enterprises have gradually developed from the original simple marketing strategy, advertising communication, star effect, event marketing and other unit marketing techniques to the brand management business mechanism of mode, standardization, systematization and process. A number of mature enterprises have already established independent brand operation management system, such as Anta, Heng An, and seven wolves.

"The mainstream is strength."

Based on its many years of market experience, yak hall, the marketing director of yak food, has put forward the "brand eight dimension rule".

First of all, it is the leading industry leading rule. Lin De Dian believes that instead of appealing to your products better than others, it is better to seize the industry's leading edge and become a leader. Survival of the pioneers is undoubtedly one of the secrets of marketing strategy. Leaders of any industry are the first brands to enter the minds of consumers.

Next is the category leading rule. If we can't take the lead in a product category, we can consider creating a brand new category. Many IT companies are successful overnight with this simple rule.

Next is the consumer mental locus rule and brand deepening cognition rule.

Lin De Dian said that instead of being the first to enter the market, it is better to be the first to enter the minds of consumers. The first entry into the mind is much better than the first entry into the market.

Marketing operation is not a product war, but a cognitive battle. Only cognition is not enough. Recognition and recognition need more loyalty.

In the marketing world, cognition is reality, everything.

Honda is one of the leaders in the United States, but in Japan it can't even be tied up.

What is the difference between Honda in Japan and Honda in the US?

The product is the same, but the difference is the mental cognition of consumers in the two countries. In the US, the Japanese HONDA represents the automobile brand, while in Japan it represents motorcycles.

　　創(chuàng)造品牌記憶點(diǎn)

When your brand is recognized by consumers, what should we do next?

Of course, it is to create a memory point, that is, focus on strategic marketing rules.

The most powerful concept of marketing operation is to monopolize consumers' memory. The focus is the resource focus principle of brand marketing.

Michael Porter, a business strategy expert at Harvard University, believes that if we can take a word in the minds of consumers, enterprises can achieve amazing success.

No matter how complex the product is, and no matter how the market needs, focusing on one word or one interest point is often better than casting the net on two, three or four.

Lin De hall then talked about the vertical marketing rule.

He said, the brand marketing strategy you want to execute depends entirely on the depth of your position, concentrating on a specific category is an extension, and is a logical innovation in the local scope.

Consumers will sort the brand in mind, and each rank represents a brand.

Marketing strategy should depend on the speed of entering the mind of consumers and the position you want to occupy.

If your goal is not in the first place, and at second, or if your brand is still in the second place, you should pay special attention to the marketing principle of mutual restraint.

Lin De Dian said, to do second, your strategy should be decided by the first brand. You must dig out the essence of the leading brand and then appear in front of the consumer with its opposite.

In other words, don't try to be better, but be different.

Of course, enterprises always pursue continuous development. At this time, the horizontal development of the brand has become a powerful law of brand regeneration and regeneration, that is, the lateral marketing rule.

According to Lin De Dian, many marketers are always thinking about brand extension when they think about brand extension, but ignore the horizontal development of brand.

The candy market is basically the same, so the market has never been widened.

Yako added the concept of "vitamin" on the basis of fruit sugar, and then combined to produce the V9, a popular vitamin candy.

It can be said that horizontal marketing is not a marketing mode innovation, but a product innovation. It is a product planning innovation. In short, it is to create "horizontal products". Its purpose is to break the boundary of product categories.