Teacher Li Anhua teaches you how to do real brand marketing.

Teacher Li Anhua teaches you how to do real brand marketing. Li Anhua, a famous brand marketing expert and chief consultant of Shensanrenxing Management Consulting Co., Ltd., believes that brand has always been a key factor affecting consumption decision-making, especially in the era of information explosion, brand is a good carrier, which can help enterprises to establish an effective division in consumers' minds and let traffic flow in continuously. Therefore, more and more enterprises in China begin to attach importance to brands. However, due to the limitation of cognition, many enterprises still stay at the level of making a vision, advertising and news, thinking that enterprises need to make brands only when they reach a certain scale, and do marketing first in the early stage. A survey of 68 start-ups by Zhenge Fund shows that only 7% of them have brand departments. In fact, brand and marketing have never been independent of each other. Brand is an advanced stage in the historical development of marketing (marketing has experienced four development stages: product orientation, customer orientation, brand orientation and innovation orientation). Therefore, from the very beginning, enterprises should make concerted efforts from the inside out and top down to carry out systematic brand marketing. As the core of brand work, brand strategic positioning should be based on a lot of market research and analysis. From the content of investigation and analysis, it should include macro environment, industry, competitors, core users and potential consumers, as well as the organization itself. Macro environment refers to policy, technology, economy and social environment. The analysis of the most important core users and potential consumers needs to be carried out from the aspects of social attributes, living habits, consumption behavior and so on, such as users' age, occupation, location and purchase characteristics. , thus forming a user portrait. These analyses can be completed by PEST analysis, SWOT analysis, five-force model, STP market segmentation and other models. Brand image system after the brand strategic positioning is determined, it is necessary to establish a brand image system, that is, a brand recognition system. A complete image system should include three levels: mental identity, behavior recognition and visual recognition. Among them, mental identity includes brand personality, mission, vision, values, name, slogan and so on. Behavior identification includes not only the appearance, behavior and communication of the enterprise itself, but also the appearance, behavior and communication of partners, such as agents. Brand communication system Brand communication aims to make people form cognition, change cognition, reshape cognition, and then generate goodwill and form preference loyalty. Generally speaking, it is to let consumers speak out, make people who don't understand yearn for it, reverse the prejudice they don't like, and form the loyalty they have bought. Brand experience system and communication system come down in one continuous line. What we want to emphasize is that consumers should focus on the purchase decision-making journey of "attention-interest-search-comparison-purchase-sharing", and we should always let consumers communicate with brands to form brand awareness, thus contributing to the formation of "premium" and "credit" functions. The relationship between brand structure and brand structure is a problem that enterprises need to consider carefully, because a bad brand structure will greatly limit the future development of enterprises. For enterprises, brand structure usually has two aspects to consider. One is whether the brand and product brand should be independent or unified at the beginning of the establishment of the enterprise, and the other is how to deal with the relationship between parent brand and sub-brands with the development of the enterprise. In the early stage of brand management system, the goal is to establish a new brand, including brand elements such as mission, vision, values and positioning. The management index at this time is "poor". Occupy the user's mind is the primary task at this stage, so always ask yourself, am I different from the existing brand? What is the difference? In addition, some routine brand management operations, such as trivial things such as the registration of trademarks and names, should be completed at this stage. Left one: Li Anhua, a famous brand marketing expert; Second from left: Teacher Xu Yuande, a famous consulting expert; Right one: Wang Haibing, a famous consultant; Li Anhua, a famous brand marketing expert and chief consultant of Shensanrenxing Management Consulting Co., Ltd., believes that brand value is usually difficult to measure and calculate. In fact, brand value can be evaluated both financially and through a certain market evaluation system. 1. stability: mainly refers to the ability of the brand to show stability in the market for a long time. 2. Marketability: mainly the brand's share in the market. The higher the share, the higher the score. 3. Leadership: mainly refers to the pricing ability of the brand and the ability to lead the industry standard. 4. Continuation: mainly refers to whether the brand can adapt to the times and make immediate adjustments to ensure the brand status/image remains unchanged. 5. Support: It mainly refers to the degree of investment in the future development of the brand within the organization, including people and property. 6. Degree of protection: it mainly refers to the degree of protection of the brand in terms of intellectual property rights, patents, brand image, etc., and it is also related to the market environment faced by the brand. 7. Internationalization: not only consider the overseas market performance of this brand, but also consider the brand's cross-cultural communication ability. Brand marketing is by no means a simple vision, advertisement and news, but a systematic and huge project composed of points, lines and surfaces, which are intertwined and interlocking. Therefore, only by systematically carrying out brand marketing work can we truly achieve the brand marketing goal and achieve the real purpose of brand marketing. The above contents hope to help you and be grateful for every encounter in your life. Trust comes from attention. If you trust us, please pay attention to us If virtue is not in place, there will be disaster. Virtue is the world, because faith is far-reaching. Finally, a famous brand marketing expert, who once worked in the world's top consulting company, is now the chief consultant of Shenzhen Sanrenxing Management Consulting Co., Ltd., Mr. Li Anhua, who issued the motto of 16: Adjust the channel, do what you like, understand the demand and send the antidote. This proverb 16 is very important, and understanding is fate and foundation. I hope that you will get wider and wider on the road of targeted and precise marketing, and finally achieve a quick transaction with integrity.