Five Misunderstandings In Brand Marketing

The present age is the era of brand competition. Almost all enterprises regard the brand as the object of their pursuit.

American advertising research expert Riley Wright once said, "owning the market will be more important than having a factory. The only way to have a market is to have a market dominant brand."

What is brand?

Brand is the emotional link between products and consumers, the core competitiveness of enterprises, and the value of enterprises and products.

As Coca-Cola president has said, "if one day the Coca Cola Co does not exist because of fire or other reasons, we believe we can rebuild a new Coca Cola Co within a day."

Yes, Coca-Cola is invaluable as a global brand. That's why almost all enterprises are committed to building brand.

It is a major problem for contemporary enterprises and marketing circles to explore the brand track, strengthen brand building and cognition and management.

The following is my understanding of the misunderstanding of brand marketing, which should also be emphasized by our enterprises and marketing circles.

First, the misunderstanding of brand marketing.

Brand is often talked about by enterprises and marketing circles, but it obscures the connotation of brand and the deep cognition of brand.

Many enterprises divide marketing and brand into marketing, marketing for brand, but ignore the real meaning of brand is to convey their core interests to consumers, satisfy their needs, and establish emotional connection with them.

For a long time, due to market and cognitive reasons, the following brand marketing misunderstandings have emerged.

1, making products is making brands.

Brand is a systematic concept, and products are only one of them.

2, making brand is doing sales volume.

3. A trademark equals a brand

Trademarks are part of the brand.

Trademark is the concept of law, and brand is a systematic concept of management and competition.

Trademarks belong to enterprises and brands belong to consumers.

4, advertising is making brand.

5, small businesses do not need to make brands.

6, brand = brand name

Two, the misunderstanding of brand marketing communication.

The importance of brand competition in the market makes many enterprises begin to brand marketing, hoping to quickly seize the emotional psychology of consumers.

Brand is like a person, must be distinctive, has its own characteristics or selling points.

It is impossible for consumers to rely on products that flow with individuality and without characteristics.

In addition, to avoid preaching tendency in communication, we should publicize "I am the best, you want to buy mine" and "what you should do".

Here, manufacturers should give consumers the lead in marketing activities.

Secondly, to avoid hype is to make a mistake in the brand. Enterprises should take advantage of their own characteristics and advantages to take advantage of the situation or take advantage of the market, and establish emotional connections with consumers, but we must avoid hype for speculation.

Finally, the process of brand marketing must also be in line with the consumer's emotional mind, and not the more popular emotion of consumers.

For example, in India, cattle should be paid special attention because they are regarded as gods in India.

Three, the extension of brand marketing.

Brand extension is the product of brand development to a certain stage.

When the product has gained a firm foothold in the market, the popularity, reputation and loyalty of the brand have reached a very good state, or the product is weak in the market and the brand pulling effect is not effective, many enterprises have begun to consider the extension of the brand.

Although the brand extension of effective and market research can open up a new situation, the blind brand extension of many enterprises has brought about the doom of failure.

The brand extension of the 39 group is an example of failure. The 39 group extended the famous brand of medicine to "39" and had nothing to do with the brand of beer.

Procter & Gamble's brand extension strategy is an example of success. Its shampoo includes many brands such as "Rejoice", "PANTENE", "Head and Shoulders", "VS" and so on.

Enterprises are considering? Script src=>