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Brand Building Must Be Targeted.

2010/11/13 14:11:00 76

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The most important thing for an arrow to be able to hit is in the first place.

Plateau cause

It is targeted and brand building.

Today, with the increasingly overproduction and the homogenization of products, brand competition no longer depends on the simple product quality, specification and price war. It relies more on personalized service and emotional attribution. Stable consumer groups are the foundation for the survival and development of the brand, and the satisfaction, loyalty and recommendation of consumers are the key to victory.

If you shoot the arrow at random, the chance to hit the target everywhere is very slim. The brand that is molded is "four anomalies". It is not only difficult to impress consumers, but also can not satisfy them, loyalty and recommendation, and brand competitiveness is impossible.

So, what is this "what" is it?

As we all know, the essence of marketing is to satisfy demand. The needs of consumers can be summarized into two categories: one is rational functional demand, the other is irrational emotional demand, that is, the power of brand plateau. Two

The functional demand of rationality is generally satisfied through products. When homogeneous products appear, its force decreases, and when the identical product appears, its force even drops to zero.

The irrational emotional needs begin to appear as soon as functional requirements are simply met and the alternatives are available. With the increase of alternative alternatives, the brand becomes more and more powerful, and the power of the brand becomes the dominant force.

The consumption of cigarettes is not for hunger and thirst, nor for warmth and warmth. It is more comfort for the soul. No matter whether it is self pumping or gift giving, it is more important for cigarettes to satisfy irrational emotional needs from the moment they were born.

If brand operators can work hard (brand driving force) in the direction of branding, then the force will be the biggest according to the mechanics.

If brand operators can try to make all efforts toward brand power, then they can achieve the effective brand strength with twice the effort. At that time, the energy of the brand will naturally increase with half the effort.

brand

It grew fast.

At this point, the speed of brand growth depends on brand operators' input and strategy to brand.

In this case, how can we achieve a definite goal?

First, clear the object.

The so-called clear object, that is, clear the brand's target consumer groups, that is, to solve the brand is for whom to serve, whose products are sold to whom.

Take the cigarette brand, if the brand is positioned in the top grade and focus on the development of one or two kinds of cigarette products, then the target consumer group will naturally be a richer living class or someone who can afford to buy it as a gift giving gift, such as entrepreneurs, officials, professors, artists, directors, gold collar, white-collar workers, business people, contractors and so on.

Second, understand needs.

The so-called understanding of demand, that is, to understand the target consumer groups demand for brand products or services, including

function

And emotion two aspects.

This is inseparable from the previous study on the consumer psychology of target consumers, of course, it is very important to invite some of their heavy consumers and opinion leaders to participate in product development.

Once again, build on demand.

The so-called demand creates, that is, to create products and services that best satisfy the target consumers according to their needs.

This includes not only the internal components, but also the package and even naming of the products.

What consumers want and what we produce is the most uneasy way to lead to unsalable products. Because of this, customized production will become more and more mainstream nowadays, and a large number of customized brands have been born in home furnishing industry, such as Shang pin, home furnishing, etc.

Finally, the same direction.

The so-called consistency of the direction, that is, operators should try to ensure that all efforts are consistent with the goal of targeting the core needs of consumer groups.

Of course, the operation of this step is the most difficult. First, we need to identify a theme. Then we need a professional team composed of a group of experts who really understand the market and are good at marketing. Without any personal prejudices, we will examine whether all efforts (i.e. business push) conform to the consistency of brand building. If we do not conform to the actions that are better than the individual, we should reluctantly abandon them, and we can not rely on the preference of a supervisor for a while. In fact, many brands have made such mistakes.