1. Enhance brand premium and added value.
At the same cost, technology, function and quality, it can sell at a higher price than competitive brands. Because the personalized brand image shaped by brand strategy can enhance customers' perceived value (trustworthiness, emotion, self-expression and aesthetic value), that is, it exceeds the added value of selling product entities.
2. Reduce dependence on promotion and price war.
Consumers' emotional and aesthetic identification value of brands plays an increasingly important role in the overall customer value. Based on the recognition of brand personality, emotion and aesthetics, consumers' price sensitivity will be reduced, so excellent brands can reduce their dependence on promotion and price war.
3. Attract new customers, improve customer satisfaction and form a good word-of-mouth communication.
After customers like a brand, they will form a positive psychological hint of "what I buy is good". Driven by this psychological mechanism, customers will selectively remember the confidence that is beneficial to this brand, and customers with the same quality will feel more satisfied. So it will bring customer loyalty and word-of-mouth communication. As we all know, the promotion of sales and word-of-mouth brought by repeat customers can greatly improve profits and reduce the cost of marketing communication.
4. Tear off the sharp weapon of path resistance and reduce the operating cost of the path.
For customers, the uncertainty of buying a familiar, reliable and approachable brand is greatly reduced. Strong brands can integrate the best channel resources, and get the cooperation of dealers and retail terminals in terms of payment methods, exhibition locations, admission fees, promotional activities and terminal vividness.
5. Differentiated and personalized brand positioning (core value and identification system) can reduce costs.
An important principle of brand strategy is to plan differentiated and personalized brand core values and brand identification, and take this as a brand composition to guide all marketing communication activities of enterprises. However, highly differentiated and personalized information naturally has the ability to attract public attention and gain public attention, and enhance brands and brand assets at a very low cost.
6. Consumers can have a sense of identity with the brand with less advertising communication cost.
Excellent brand strategy requires that the refined core values and brand recognition must effectively arouse the voice of consumers. If a brand has the recognition that can arouse the voice of consumers, then consumers can recognize and like the brand with less advertising expenses.
7. Ensure that every marketing communication expense is added to the brand.
Brand strategy requires that all value activities of enterprises, especially marketing communication activities, should focus on core values, that is, any marketing activities should strive to reflect and interpret core values, and any opportunities to communicate with customers, such as product research and development, advertising, public relations, services and terminal vividness, should be interpreted. Taking the brand core value as the soul to direct the above-mentioned activities of the enterprise, so that consumers can feel the information of the core value when contacting the brand in this way, which means that every marketing advertising expense of the enterprise is deepening the memory of the core value and brand awareness in consumers' hearts, and promoting the value-added of the brand to the maximum extent. In short, it is the lowest cost that gets more value.
8. Scientific brand strategy and brand structure can obviously reduce the cost of brand building.
A very important task of brand strategy planning is to plan a scientific and reasonable brand strategy and brand structure. The planning level of brand strategy and brand structure can greatly affect the profit level of enterprises. If we can scientifically locate the functions of enterprise parent brand and various product brands, and make parent brand and product brands reasonably divide their work and form a benign interaction, the marketing cost of new products will be greatly reduced.