How to establish and maintain brand image?

Brand maintenance I. Concept of brand maintenance Brand maintenance refers to a series of activities carried out by enterprises to maintain brand image, brand market position and brand value in view of the influence of external environmental changes. Second, the significance of brand maintenance As an important asset of an enterprise, its market competitiveness and brand value are hard to come by. However, the market is not static, and enterprises need to constantly maintain their own brands. 1. Brand maintenance is conducive to consolidating the brand's market position. The phenomenon of brand loss such as brand awareness, brand reputation decline, sales volume and market share decline in the competitive market is called brand aging. For any brand, there is the possibility of brand aging, especially in today's fierce market competition. Therefore, constantly maintaining the brand is an important means to avoid brand aging. 2. Brand maintenance helps to maintain and enhance the vitality of the brand. The vitality of a brand depends on the needs of consumers. If the brand can meet the changing needs of consumers, then the brand will have strong vitality in the highly competitive market. On the contrary, brand aging may occur. Therefore, we must constantly maintain the brand and meet the needs of the market and consumers. 3. Brand maintenance is conducive to preventing and resolving crises. The market is changing, consumers' awareness of rights protection is also increasing, and brands are facing threats from all sides. Once the enterprise fails to predict the coming crisis or has no strategy to deal with it, the brand will face great danger. Brand maintenance needs to continuously improve the quality of brand products or services, which can effectively commit the brand crisis caused by internal reasons, strengthen the core value of the brand at the same time, and carry out reasonable brand extension and brand expansion, which is conducive to reducing the spread risk after the crisis. 4. Brand maintenance is conducive to resisting competitive brands. In the competitive market, the market performance of competitive brands will directly affect the value of corporate brands. Only by constantly maintaining the brand can we remain competitive in the highly competitive market. At the same time, it will also play a certain role in resisting counterfeit brands. Third, the process of brand maintenance 1. Understand the core of brand value. 2. Rational brand extension. 3. Brand attributes and new brand strategy. Timely brand crisis public relations IV. Brand maintenance strategy Brand maintenance strategy refers to the company's efforts to protect product image and reputation and maintain product perception in order to gain customer loyalty. This strategy is aimed at quality-oriented customers. Brand maintenance strategy can be implemented by enhancing product image, increasing product added value and optimizing process. 1. Enhance product image. 2. Improve the added value of products. Companies can make high prices reflect high value. The company has three choices: First, it can improve the service and raise the price (many-to-many). Second, you can improve the service but keep the price unchanged (many of them are the same). Third, we can improve the service, but lower the price (more or less). 3. Optimize the process. Companies should concentrate on improving product quality. In order to maintain or improve quality, companies can consider process reengineering, internal or external merger, product innovation and strategic alliance (even with competitors). Through these strategies, the company will be able to protect the perceived quality and brand image of products.