(1) The product itself meets the market demand.
When making brand planning, we must determine the needs and desires of product customers (potential) and promote product research and development, production and sales from the perspective of market customers' (potential) needs.
(2) The products must meet the consumers' expectations of quality.
Quality is the foundation of a good brand. However, there may be great differences between the intrinsic quality of goods and the quality expected by customers. Due to different consumer preferences, different customers have great subjectivity and diversity in expected quality. Therefore, good quality must be based on the subjectivity and diversity of customers' needs, and meet consumers' expected requirements for quality to the greatest extent.
(3) Brand can stimulate customer loyalty.
Brand loyalty is the core of a successful brand. Under the same product efficacy and price in the market, consumers are more inclined to buy products with fixed brands. This customer loyalty can be said to be the source of brand value. But if a brand image is not good enough or damaged, this tendency will drop sharply.
Tips: Internet brand cognition experts of rice transplanter under Black Spider provide brand planning and promotion services in all directions. Please consult Black Spider Internet for details. I use skycc combined network promotion software, which is still relatively easy to use. Hello!
If you pay attention to the brand in the product field, I recommend reading the book Design Management written by Yong, which comprehensively combs the elements of brand from the perspective of brand (enterprise). Comparative theory, but many frameworks are clear.
Only on behalf of personal views, don't spray if you don't like it, thank you. Although we have now entered the Internet era, there are still many places worth exploring in the development of the Internet. Nowadays, many internet companies have sprung up everywhere, hoping to develop better with the help of the internet. But if you want to do brand consultation and brand planning well, you must not lack communication and exchanges with marketing planning companies, so that brand building can be more successful. Let's look at the elements of successful Internet brand planning.
1, information fragmentation. Prose is called gathering form and spirit. When the brand meets the information age, it also presents a "broken form". Information fragmentation enhances consumers' ability to receive brand information. Naturally, the brand information that enterprises can publish is also diversified and fragmented. This does not mean that the brand is in a fragmented "spirit" state, but the core value of the brand will be more prominent because of the diversification and repetition effect of fragmented information.
We can see that successful brand marketing in the Internet era is often a process of brand creation and marketing communication, which is "broken but concentrated". Its basic characteristics are: concentration, diversity, theme consistency, logic, clarity and so on. However, its presentation form and quantity are amazing, and words, pictures, videos and so on are used. Taking Weibo as an example, a standardized system will be formed and released rhythmically. Therefore, brands with fragmented information will win the strong loyalty of target consumers, so brands will establish a very strong brand stickiness, and consumers will even become manufacturers and publishers of brand marketing information, and the sources of brand information will become more extensive.
2. Business democracy. Some people call business democracy consumer sovereignty. Ren Lijun, a brand planning consultant, believes that these are not the same concept. In his view, the so-called business democracy means that part or all of the business power controlled by an enterprise in the past is shared with relevant parties in the whole business environment, and the result of * * * sharing leads to a more symmetrical balance in the brand creation process, and more and more stakeholders enter the brand creation process. Some of them can even control the key links of brand creation, such as the change of consumers from the object of appeal to the object of interaction, such as the change of marketing model, which makes channel providers become the key factors of brand creation.
3. Consumer sovereignty. In the Internet era, consumers have more brand sovereignty and truly realize "the people are the masters of the country". With the rapid rise of the new generation of consumers after 80s, 90s and 00s, consumer sovereignty will become a more important core factor in the process of brand creation.
The C2B model in the Internet age is increasingly respected. Brand ownership and management rights are partially separated, and enterprises are still the owners of brands. However, in the process of brand creation and operation, consumers play an irreplaceable leading role. They smell the flavor of brand growth from the ideas of entrepreneurs, so they are required or actively participate in the brand marketing process and gradually become the leading force of brand marketing. Some consumers' opinions even affect the direction and future of brand development.
4. Brand consumption experience. The success of a brand in the Internet era is the core element of brand consumption experience, which is more abundant with the deepening of consumer participation. The consumption experience of many brands is no longer realized by traditional products or services, that is to say, consumers have become more general, and the consumption experience that consumers can experience or feel is more abundant and sufficient.
5. Brand consumption innovation. Consumers have become the source of brand innovation. If a brand can effectively mobilize the innovative factors of consumers, it will certainly become a brand with more consumer influence. More and more brands begin to pay attention to consumer innovation, thus changing the process of brand marketing innovation. Huawei divests its glory brand and operates independently, which is guided by consumer innovation under the Internet thinking. Nowadays, the glory brand is arrogant all the way, and it has the potential to catch up with Xiaomi.
Now the Internet is developing very fast, which is also a good opportunity for the development of enterprises, because the emergence of the Internet has brought more development opportunities to enterprises, which can enable enterprises to fully understand the needs of consumers, enable enterprises to carry out more targeted publicity and promotion, and can also be loved by consumers.