How is the brand made?

Many enterprises want to build famous brands, but it's hard to say. Building a brand requires both foundation and strategy. Easy to find strategies, such as strategic alliance, public relations promotion, brand communication, event marketing, etc. , can achieve effective brand promotion and basically achieve the purpose of establishing differentiated brand image and establishing industry status; But the foundation needs the enterprise to have certain accumulation. Only by carrying out the above work on a sufficient "foundation" can the strategy be more accurate and effective. It can be seen that the enterprise foundation is to realize the "jumping platform" of creating famous brands. Many consulting companies ignore the infrastructure construction of enterprises and only analyze the "key factors of success" of enterprises from the logical level from the market environment. On this basis, they make brand positioning and brand marketing promotion plan for enterprises (including some brand management guidance, of course). However, when these schemes were introduced, enterprises found it difficult to implement them, so they had to change the Logo, make an advertising performance, design a picture album, POP and so on to implement these basic actions (only modifying the image of the enterprise), while the strategic management of the brand (see published: on brand strategic management) and the marketing promotion of the market were greatly simplified. What is the reason? On the one hand, refer to the company's near-profit thinking, skip the analysis of enterprise resources, and plan the plan for the enterprise according to the routine; On the other hand, the enterprise is not clear about the brand, and the vision of the brand blueprint blurs the vision of the enterprise. This makes enterprises ignore the resources and skills of enterprises in the process of brand creation, especially in the process of cooperation with consulting companies. Therefore, if an enterprise wants to promote its own brand, it must first have a clear understanding of its own resources and skills. So, what resource base and skills do enterprises need? From the perspective of resource base, enterprises have gone through the stage of entrepreneurship, competitive products and thoughtful service system in order to realize capital accumulation. In addition, enterprises should also have distinct management skills. Effective management is to establish a management system, which can be implemented in enterprises. With these foundations and management skills, enterprises can implement brand strategic management and move forward to create well-known brands. Although the reason is easy to understand, enterprises need to be prepared in strategy, organization, process, quality and skills if they want to achieve the above-mentioned state. Because to build a well-known brand, the main strategy and method is to accurately locate the brand of the enterprise and implement effective promotion. Therefore, enterprises must have a clear brand slogan and have the strength to match the brand positioning in terms of organization and coordination, business promotion and business process. If an enterprise wants to make achievements in these areas, it needs time to explore and even use external forces to push the enterprise to achieve the above goals quickly. It is also very important for enterprises to clarify the relationship between strategy, organization, process, quality skills and brand creation. Only by clarifying the relationship between them can we effectively standardize and straighten out these aspects. In fact, building a brand depends on strategy, and it is necessary to position the corporate brand from a strategic perspective. "What will the enterprise become? What is the means to achieve such an original scene? " At the same time, combined with the wishes of enterprise leaders, fully analyze the market environment information and the actual resources of enterprises to provide information for brand positioning. This is the level of strategy (when it comes to strategy, it is of course the behavior of organization and implementation), and it also gives the direction of brand positioning, which is the relationship between strategy and brand positioning. The relationship between organization, process, quality skills and brand creation is actually considered from brand positioning and promotion. From the organizational point of view, enterprises must establish brand promotion departments to help realize brand promotion in the market and daily management. Process is also very important for brand promotion and management, and brand activities around the target market and consumers need effective processes to promote the above work. For quality skills, it is necessary to have professional personnel engaged in brand promotion, which of course includes the establishment of effective brand promotion performance evaluation indicators. Many enterprises should also prepare for the resource base of the above-mentioned capital and management skills (strategy, organization, process and quality skills). For this reason, if an enterprise wants to achieve effective brand promotion, it must start with strategy and management skills and lay a solid foundation for brand building.