The essence of brand management is marketing

"The West has lost the manufacturing war, the savings war, and lost the job war. If there is still a certain competitive advantage, it is the brand field. In turn, the enlightenment to us is that we are now It’s time for the brand to exert its strength.” Today, Professor Kong Fanren, a well-known national marketing expert who participated in the Daxie Forum brand and marketing sub-forum, issued a call to the business community to “use the brand as a business operation”.

Brand is a kind of guidance, trust and reputation

What is the brand? Many companies believe that brand is propaganda, the main means is nothing more than advertising, public relations, plus props design on sales promotion. Some media believe that the brand is the launch, "how big is the heart, how big the stage is." Many advertisers believe that brand is advertising, but I don't know that brand building is done by marketing overall behavior. Public relations people talk about brands, brands seem to be propaganda, but I don’t know that propaganda is just the tip of the iceberg where brand building surfaced. As a result, the importance of the brand is greatly reduced, and the effectiveness of the brand is greatly reduced. This is a big misunderstanding.

In Kong Fanren's view, brand is a kind of guidance, which can drive the market; brands can be made to like, which can affect personal preferences; brand is a kind of trust, can be trusted and supported by consumers; brand is a kind of follower, representing the trend; brand It is a word of mouth, which means high customer satisfaction; brand means loyalty, customers will repeat purchases; brand also means upgrade, customers will buy more expensive products. In a sense, the brand is the promoter of the business, and the brand has a full consumer position. I can't see this, it can only be regarded as a pseudo-brand expert.

The three most important elements of a person or organization in society are fame, rights, and wealth, and the three are intertwined into a spiral structure that spins up. The reason why a company is to be a brand is to build its own fame and then gain more wealth. This is the essence of business. Therefore, the brand should be the current enterprise to pay special attention to. Kong Fanren suggested that enterprises should attach great importance to the branding problem at any time, and they should not regard the brand as a "night pot" that they only think of when they are in a hurry.

Brand as a business

Kong Fanren said that grasping the consumer trend is one of the more creative work in the brand building process, and the brand should be regarded as a business to operate. In a sense, brand building is to enhance the cultural added value of traditional products, which is the enlightenment of the creative economy on another perspective of the traditional economy. In fact, many Jinan companies have used branding thinking to create new added value. The fundamental purpose of the brand system construction is to quickly bring real and long-term benefits to the enterprise. Brand building must bring real benefits to be successful.

Brand must be synchronized with marketing

How to operate a brand? Kong Fanren believes that the essence of brand management is marketing. In the enterprise, the brand system cannot exist independently from marketing. From the marketing organization, marketing strategy to marketing tactics combination, every factor must be considered. From design, construction to promotion, brands must be synchronized with marketing behavior (except for pure corporate image communication). Otherwise, brand effectiveness will be greatly weakened. “Enterprises should draw more inspiration and nutrients from the creative economy, and consider corporate brand building and management from the perspective of creative economy.” Kong Fanren believes that creative economy is the industrialization and commodification of cultural products and spiritual products, traditional industries and emerging industries. Can be inspired by the creative economy.

Kong Fanren also believes that there are three types of enterprises that will obviously encounter discomfort and embarrassment in brand building. The first category is foreign-trade-dependent enterprises. They are not familiar with deep distribution, rarely touch consumers, lack the awareness and experience of brand management. Once the transformation of domestic trade will be unsuitable for brand marketing; the first category is the invisible champion of certain industries. With market changes and increased competition, they try to try branded marketing, but they are easy to be embarrassed because of their high recognition of past experience. One is old-fashioned state-owned enterprises, which have relatively low marketization, aging talent structure, and investment in brands. More conservative attitudes are prone to differences of opinion.

For these three types of enterprises, Kong Fanren's point of view is gradual and orderly, first unifying thoughts, and then let go of the hands and feet, and this is the key to the transformation of marketing organizations, it is more difficult. Fortunately, most of these companies are thick, and the quality of senior leaders is good. Once they are recognized from the bottom of their hearts, the actions are very powerful and effective. Hunan’s Sany Heavy Industry, Zhejiang’s Zhongce Rubber, and Hebei’s Plum Blossom MSG are good examples.

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