The value of a successful brand is reflected in the competition. From the perspective of competition, a successful brand should have three elements: the brand's scientific and technological strength, image strength and marketing strength.
The vitality of the brand is the synthesis of these three forces. Scientific and technological strength is in the basic position among the three elements of a brand, which is the foundation of a successful brand. Brands cannot be "blown" by advertising alone. As far as the brand itself is concerned, in the final analysis, it is only a symbol of an enterprise or its goods. Therefore, the brand of any enterprise is inseparable from the material carrier of its goods or services. If a brand is not based on the quality of its goods and services, it is impossible to build a brand. Excellent quality is inseparable from the brand's scientific and technological strength. Without scientific and technological strength, enterprises cannot develop high-tech commodities, reduce commodity costs, improve commodity performance and appearance, and gain a foothold in fiercely competitive domestic and foreign markets. Image power is also indispensable for a successful brand. Corporate image is the lifeline of an enterprise. If an enterprise can't establish a good image in front of the public and win the general goodwill and cooperation of the society, it will be difficult to gain a foothold in the society. Once a good corporate image is formed, it can form a stable confidence in the public, form a huge psychological attraction, and contribute to the promotion of brand marketing. Marketing power is the ability to open up the market and conquer consumers through brand promotion on the basis of scientific and technological power and image power, and it is the result of the comprehensive action of various factors in enterprises. If corporate brand marketing is compared to a dragon, then marketing power is the leader, and scientific and technological power and image power cooperate like two wings, thus driving the dragon body and the dragon is expected to take off.
(B) brand operation must regard product quality as the life of the brand.
Brand operation is a complex system and quality is the key. When consumers choose products, they always choose products with higher quality. It is nonsense for enterprises to create famous brands if they can't communicate perfectly with consumers through commodities. According to the survey results of the overall system consulting organization in the United States, more and more consumers think that quality is more important than price. 1998 increased by 50% compared with 1978, accounting for 80% of the respondents. Strong brands dominate the international market with their excellent quality. The advertising slogan of "Mercedes-Benz -600" car is "If someone finds a Mercedes-Benz that breaks down halfway, we will give 654.38+million dollars." For another example, Panasonic is famous because its quality is higher than that of ordinary companies. Enterprises must clearly realize that 1% product defects are 100% losses for consumers who buy products. Without strict quality management as the backing, even if a product is born smoothly, it will soon decline.
(C) Brand operation is inseparable from the role of advertising.
According to a statistic in the United States, the top 20 brands in the United States spend an average of 200-300 million dollars on advertising every year, while some top companies, such as Coca-Cola, spend 500 million dollars on advertising every year to create a sensational effect. Because they know that in this increasingly competitive market, in order to maintain and improve the brand's popularity and reputation, and always keep in touch with consumers, it is inseparable from the powerful publicity of advertising. Strong advertising, timely convey the information of enterprises to consumers, so that consumers have a complete and full impression of the brand. Make them have a certain emotional tendency to the brand, and the brand will be in an advantageous position in the competition. Brand competition is not only a contest of strength, but also a contest of advertising. Paying attention to publicity is very important for improving brand reputation and popularity and shaping a good brand image and corporate image.
(D) brand operation is the operation of brand reputation.
Liu Yonghao, the "king of feed in China", believes that a brand has two meanings, one is product brand, and the other is word-of-mouth brand. Product brand is tangible and tangible, which is the foundation of the brand: word-of-mouth brand is invisible on the surface, but it is "word-of-mouth" and is widely recognized by the society. A survey in the United States shows that a satisfied customer will trigger eight potential transactions, and at least one of them can conclude that a dissatisfied customer can influence the purchase intention of 25 people. Thus, the word-of-mouth influence of "users tell users" is enormous. To win public praise, we must do all the basic work very carefully, in place and persistently. Only when the level of products and services exceeds customers' expectations can we get their recommendation and publicity, win a good reputation for corporate brands and establish a good brand image.
(E) Brand operation must cultivate famous brand employees.
The scientific and technological content of a brand plays a very important role in its competitiveness, which must be based on talents. In order to establish a brand, enterprises in China must be supported by first-class talents and based on the high quality of employees. "If you want to create brand-name products, you must first shape brand-name employees." Lester Thurlow, an American economist, pointed out that the key to improving the competitiveness of enterprises is to improve the ability of grassroots employees, that is, to create brand-name employees. To cultivate famous brand employees, we must strengthen the discipline and cooperation spirit of employees and improve their quality in an all-round way. Every employee of Motorola receives less than 40 hours of training every year on average, and the company can build a qualified "Motorola" workforce of10.2 million people. The company's profit rate is increasing at the rate of 12%, winning the reputation of "American honor".