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.
How to ensure the successful implementation of brand marketing strategic planning?
1. Strong support and participation of senior management in brand building.
Brand building is a top-down systematic engineering and management work, and the power comes from the top decision makers of enterprises. Therefore, the top decision-makers of enterprises must have clear ideas and firm beliefs to complete this huge project, rather than relying on the marketing department of enterprises to fight alone. Brand planning and construction is a huge project, and many decisions need to be made by high-level decision makers, and the resources of the whole enterprise need to be mobilized to cooperate. Therefore, the brand marketing strategy planner must get the support of the top decision maker of the enterprise.
2. Get high recognition and active cooperation from all employees.
The essence of brand core value is value idea rather than communication idea, and products and services are the carriers of brand core value. Therefore, brand core value and identification must dominate the whole enterprise value chain. Therefore, after the brand strategic planning is completed, all employees should understand the brand positioning of the enterprise and consciously make their own contributions to the landing of brand positioning in products and services through their own post responsibilities.
Brand planning and construction focus on implementation, which requires the whole enterprise to unite and unify their thinking. It is difficult for a large group enterprise with tens of thousands of people to unify their thinking, but at least the managers should have the same clear direction and the same clear concept, and the effective guidance of the top management of the enterprise is particularly important.
3. The cooperation of professional and systematic intelligence service team is particularly important.
From brand strategy to brand marketing, an excellent and practical consulting and creative team is needed to cooperate with enterprises to complete their mission. Brand itself is the advanced stage of marketing. If the consulting organization still stays at the level of marketing and advertising sales, it will form great hidden dangers and short-sighted effects for enterprises!
Oget Consulting provides professional, stable, continuous innovation and continuous improvement team consulting services. ...
Oget Consulting is committed to comprehensive enterprise strategic management; Brand strategic planning; Full marketing management consultation; The whole process integrates communication planning and the introduction of CIS cultural strategy. Ogut international organization provides a series of planning consulting services such as strategy-strategy-terminal performance.
Ogut experts tell you again that brand management and maintenance is a series of activities to maintain brand image and brand market position in specific business activities. Including qualitative research, quantitative research and corresponding strategies of brands and competitive brands. Qualitative research is to understand consumers' feelings, opinions, attitudes and actions towards brands; Quantitative research is defined as diagnosis, brand advertising, sales and follow-up investigation of public relations promotion effect, including commercial protection and legal protection. Of course, brand style advantage management mainly focuses on marketing strategy consultation and brand strategy planning. With the support of Ogut's own theoretical tools and practical experience, it carries out idiosyncratic and personalized system management for different enterprises and different stages.
Brand style advantage management belongs to a more advanced stage, which mainly cooperates with enterprises to move from an all-round three-dimensional dynamic management system of software and hardware that should be shaped and recognized in four-dimensional space to the period of brand loyalty establishment.
This is Mr. Cang Shi, an international organization of Ogut, who has applied homogeneity and heterogeneity to analyze brands for many years. Heterogeneity and isomorphism reshape the brand; Under the guidance of the ideological system of maintaining and managing brand in four-dimensional relational space, it has been analyzed and verified in continuous actual combat, making it unique in serving group enterprises and building high-end brands, and breaking its own path.