Ten Veterans Teach You To Make Money With Your Brand.

In the past, the value of enterprises in production capacity, and now, the value of enterprises in the brand.

The experience of ten brand managers helps you quickly judge the market, creative development and brand strategy.

Innovation is the power of brand growth. Huang Yisong (Intel Asia Pacific Marketing Director) in the past Intel successfully established the brand awareness in the minds of consumers with the strategy of "Intel inside", so that everyone would think of Intel when thinking of computers. Therefore, for us, the focus of future brand management is how to extend the existing brand advantage of Intel, so that the Intel that consumers recognize is a "high quality" technology company instead of just a "PCCompany", so we will maintain the strategy of new products for 3~6 months.

As for the past, "Intel inside", the direct appeal to consumers is indeed a problem that we are discussing internally. But there is no definite answer yet. We should adopt a more conservative way, first let OEM, operation system vendors and independent software developers cooperate to promote the popularization of products and expand the market. Once the market matures, the value of the brand will naturally appear.

Two, to integrate local culture, Wu Jiarong (vice president of sales and marketing of Logitech Asia Pacific) has a special marketing method in China, that is, to sell "national sentiment", that is, to create brand image and popularity through ethnic customs and customs. Especially a good name is very important, but the name must also conform to the local culture and product quality.

We call the name of the mouse product "mink", which is specially designed for the Chinese area, because the Chinese people do not have a good impression on the rat, like what the rats are doing, and they are very fierce.

In order to tell consumers that Logitech's mouse has a high standard of quality, we specifically call the mouse a better mink and a high quality product.

Three, the key to the success of brand management is to build up a word of mouth Cai Yitai with quality. The key lies in the continuous development and innovation of products. What we do is hand written input board. Competitors in China include international company Motorola, but Meng Tian is not a big financial support company. We can not afford to spend money in advertising in all regions.

International manufacturers have a certain marketing mode, that is, "burn money" to advertise for TV time, which is really a blow to our unarmed small factory.

In addition to establishing word of mouth on sales channels, we are constantly developing new technologies to make products easier to use.

To manage a brand, we must recognize one thing. Competitors are not only others but also past ones.

Small and beautiful brands may not win the international market in marketing. But remember, the secret of good products is never to be lonely. It is innovation and innovation. Only in this way can you win the gold medal.

Four, grasp the product positioning Fan Yiwen (Bianco clothing general manager) Taiwan consumers know more or less that I used to be a singer, so Bianco brand reputation in Taiwan is relatively easy to establish, but the mainland is not the same, no one knows who I am, so I have to do a lot of clothing shows and local related activities together to fight Bianco brand.

I am not afraid of people saying that my clothes are expensive, because my clothes are originally positioned at medium and high prices, and do not underestimate the mainland's spending power.

For example, once in Chongqing, I wore a pair of Chanel shoes, and a lady gave me 5000 yuan to give me the same pair of shoes. She said that money here does not necessarily buy good brand clothes.

This is a great confidence for me to open up a high price market and catch brand positioning. As long as the product is good enough, once the brand is known, then we will wait for the harvest.

Five, the creation of products from the needs of customers, Teng Hongnian (deputy general manager of the president's office of the New International Group), the secret of Kang's success in mainland China is to successfully grasp the appeal of "convenience".

We all mistakenly believe that the mainland did not have instant noodles at that time, so we can only lay half of the mainland on the mainland, which is actually wrong.

20 years ago, the mainland had local instant noodles, but the taste was bad. Consumers could not find out why they had to eat it.

In addition to adjusting our tastes, the key is that we find that the mainland does not sell food vendors everywhere in Taiwan. Many office workers have to make breakfast with instant noodles, but they are really looking forward to having new products.

We seize these key points and create products according to the needs of consumers. This is the reason for the success of Kangshifu brand.

Six, let every link move. Guo Mingqi, deputy general manager of speed marketing and regulation department, is located in a highly competitive telecom market, and is a brand-new company. Therefore, brand is very important for speed. In the process of promoting brand, we care not only to let consumers remember their names, but also to remember the name of "right", that is, how the brand spirit is actually implemented. The spirit that speed hopes to convey is that it is a company that can provide Choice (selection) and a company that attaches importance to customer service.

So brand management is not just the work of marketers, but also the work of everyone in the company, because the brand is absolutely impossible to stayalone, it needs many links to support together to produce value. In addition to everyone in the marketing department has a brand management manual, we also produced a simple version of the "work manual" to all employees, whether it is the PowerPoint used for briefing, business documents, there is a set of guidelines, in order to maintain the consistency of the brand, so that the brand value will gradually accumulate.

Seven, seize the specific ethnic group to establish the word of mouth stone fan (Xinhe science and technology planning department manager) Toshiba's product line is very wide, from elevator, home appliances to notebook computers, Toshiba has done all, so Toshiba's popularity in China is very high, but most of the consumers in China know Toshiba through home appliances products, and this intermediate has also passed the status of agency pfer, so we are equal to re establishing the brand image of Toshiba laptop.

As the brand leader of notebook computers, the biggest challenge also comes from this. Because Toshiba product marketing is scattered in different units, the overall brand image really needs more integration.

In the process of brand building, we know very well that we do not have the capital to play price war with others, nor do we have much money to do media advertising. So we choose to use the way of enterprise projects, so that consumers can understand and get used to the Toshiba brand in their daily work. It may not cause shock in the market, but it will be more cost-effective.

Eight, the brand comes from the service at all times. Hong Hanqing, the deputy general manager of Hong Hanqing's personal computer division, is a product, and the brand is the invisible relationship between the consumer and the product.

IBM not only has to maintain the highest quality of products, but also must have a good impression with consumers.

IBM really built brand is actually the president of the road, gursna, when he was in charge of IBM, IBM although the assets are very large, but the brand was IBM's biggest problem at that time, to make IBM die back, brand reengineering is the only antidote.

In the past, IBM was regarded as a proud and cold high-tech company. What we need to do is change this, that is, let consumers like IBM, and not just think IBM is an excellent brand.

We have to tell consumers that the brand value of IBM comes from the constant service to consumers, so IBM set up a 24 hour consumer service center, so that consumers can find IBM people to provide services to him whenever they have problems with computers.

Nine, marketing 365 days, always adjust Chen Weiya (Taiwan McDonald's marketing executive manager) McDonald's is a multinational company, brand image requirements are globally consistent.

We hope to give consumers the feeling of having a good meal. In Taiwan, the main way for us to train our employees is to ask them to be friends, from food, service attitude to disinfectant water for cleaning, and every minute step should be done well.

Among the McDonald's consumers in the world, Taiwan customers are most vulnerable to the environment and promotional activities.

For other brands, there may be only 4 large marketing campaigns a year, but McDonald's is doing marketing for 365 days a year, every week, every month, and every year.

Sales promotions like this are not just about the McDonald's system, but also the manufacturers must cooperate with each other. So brand management is not a matter of promotion, but a reminder of themselves every day.

Ten, Taiwan experience pplant mainland Huang Bohong (general manager of Huayi International) online games, if the market players, friends will come in, competitors need to grab more people, it will be very difficult, so we in the mainland, the way to operate the brand, take the pplant of Taiwan management experience, used in Taiwan has high reputation products to brand.

For example, the stone age has a high reputation in Taiwan. The two sides share the same language and network information. So when entering the mainland, the brand already has a certain reputation, which saves a lot of marketing expenses.

So the products we are developing now will be listed in Taiwan for a while. On the one hand, we can find out the room for improvement of products, and then develop the ability of serving employees, then push them to the mainland, which will be more suitable for this big market, and the value of product brands will also be born.