Talk about how to carry out brand promotion and marketing.

As a consumer, the cognition of a brand is only an intuitive perception of the brand name. You can ask pedestrians on the road or your family what is a brand? He will tell you that the brands are Nike, Starbucks, Dior, Audi, etc. If you still ask, he will add several brand names. For them, the brand is a name, so you should know the importance of brand names! Don't ask the consumer what positioning is, he will ask you what positioning is. Do you believe me? So you just have to ask him, and when you walk to the supermarket, you can ask what do you think of Rejoice? What do you think of Crest? You can ask about many products, and finally you find that the first association of brand names is positioning, and positioning is the first feeling of brand names, which are interrelated. For example, Nutrition Express literally gives us the feeling that it is a nutritious drink and a quick supplement. Its success lies in taking a functional dairy route among many milk products. In fact, it can't play a functional role like Red Bull. The name puts it in the circle of supplementing nutrition, while other similar products still reflect its value with raw materials such as walnut milk. Although it also expresses the meaning of nourishing the brain, it is not directly named and positioned. Category & Concept: Unique Novelty Status Apple's mobile phone is called IPHONE, which is unique among smart phones, and its essence cannot be surpassed or copied. This is the new category! Category is product category, fish and kelp belong to food, but kelp belongs to vegetables, which is a category subdivision. If there is a kind of deep-sea kelp with slender leaves and very delicate leaves, like a 16-year-old kelp girl, how do you sell it, called deep-sea kelp? It's still kelp, which is at most deep-sea, which is not much different from kelp with a few cents a catty, but in fact, the taste of the product itself is really soft and fresh, but consumers can't perceive it, which requires innovative categories. So when we were planning this case, we created a new species, and this new species is called "sea guerlain". What is this? This is a synonym for pollution-free deep-sea vegetables collected at the depth of x meters after x growth cycles and treated with x kinds of environmental protection techniques, and this product produced in similar environment in the future is called sea guerlain, which is a new category; The concept of product analogy plays a more subversive role, because it is unique. Of course, in the absence of a suitable new category, the concept is still a sword to stimulate consumers' nerves, such as: white plus black cold medicine, taking white tablets during the day, not sleepy, taking black tablets at night, and sleeping soundly. Concept+& = Brand Memory Brand &; Distinction: interlocking personality symbols Every brand is a goddess in the hearts of many consumers who believe in it. Brands are not only selling products, but also being stars. In addition to their works, stars display good images in dress, private life and public activities, and publish a touching story in the real world through every public interaction. The great Jesus was crucified to save mankind, which is Catholicism with hundreds of millions of believers and its cross. As a prop, the cross is both a brand story and a symbol. The sickle and axe, which represent the workers and peasants, are the brand symbols of the world's * * * capitalism, representing the five Olympic rings on five continents and so on. Take LV as an example. Louis Vuitton, a poor boy, invented the flat-cover suitcase in the process of binding clothes for the royal family who likes to travel. His gray canvas-lined suitcase became fashionable at that time, until his son George combined the four-petal flower pattern and the word LV into a brand symbol that influenced the world to prevent imitation. Such a family story, because of its legendary history and unique symbols, laid a model image in the field of luxury goods and became a poison for countless fans! If you are not strong enough, if you don't want to do free promotion for the industry, we will provide a chain effect, and we will throw out any one of the brands, positioning, advertising language, product concept and visual image horizontally, which will naturally be associated. For example, there is a patented down product, whose characteristics solve the industry problem of down products. However, if we only emphasize that the patent of down locking technology is even beneficial to the industry, how to make it serve the brand itself requires the law of chain effect, so we name the brand: Yujiao Down, positioning: down artist, product concept and advertising language: hidden quality, visual image: the heroine Yujiao Long in Crouching Tiger, Hidden Dragon. Advertising &; Creativity: Watching advertisements can also make you addicted. Maybe you can forget a brand, but definitely remember the advertisements, such as: Nongfu Spring is a little sweet, afraid of getting angry, drinking Wang Laoji, having KFC, having a good taste of life, not taking the usual road, Metersbonwe Bang Wei, dynamic zone, my site, I am the master, Haier, sincerity will last forever, and a diamond will last forever. It is no exaggeration to say that an advertising language can make a brand, because the advertising language is the appeal of a product or brand, which directly guides the purchase behavior. Any advertising creativity is not aimless, but based on its core appeal, it is expressed in many ways, such as incredible shocking effect, puzzled magical world, humorous and interesting funny technology, naked and sexy original desire, superb artistic charm and tearful moving situation-this is the characteristic of creativity. For example: American Lux Rack's Sweeping Hunger, Be Yourself! Its creativity grasps the characteristics after hunger. When people are hungry, they will become as weak as women, children and the elderly, and they will look for food everywhere like zombies and pregnant women. This kind of expression is impressive in a strange, shocking and humorous way. To sum up, the role of advertising creativity lies in: 1. Saving the times of advertising, which is a bit like meeting at first sight. It only takes one time to make people lovesick. 2. It is conducive to interactive communication, because a good advertising creativity is like a film and television work, which makes people play with it and can't help but share it with others. 3. Showing the brand strength, advertising represents the value orientation of enterprises, and making a tasteful advertisement is not only shaping. Hot spot & Promotion: The characteristic of modern commercial society is that products are changing with each passing day. Maybe we have no chance to go public in exchange for investing huge sums of money. We also live in an explosive era of network information. What are we looking at? -hot spots. In other words, a consumer who catches a hot spot catches his eyes. If he doesn't even look at you, will he fall in love with you? Hot spots can be roughly divided into two categories, one is positive hot spots, such as news and communication, and the other is negative hot spots, such as gossip and entertainment. In business operation, we can make use of hot spots and rely on online promotion. The promotion methods mainly include establishing a public opinion atmosphere with huge data on the Internet, creating Baidu optimization, such as SEM, Encyclopedia, Q&A and Knowledge Hall, issuing press releases through dozens of national portals, industry websites and SNS websites, and hiring the Navy to spread in depth in forums and blogs, and optimizing keywords and technologies to increase the number of views. I don't know if you still remember-the event of taking courage from a live bear in Guizhentang, which is a typical self-made hot spot promotion case. It adopted a standardized marketing strategy and caused widespread controversy by challenging social morality. Its purpose was to attract attention by taking courage from a live bear. What should we pay attention to? Some people will say that such hype will only make people spit on it, leaving a negative impact. If you think so, it will just achieve his goal. All he wants to tell us is: the real thing! As a special product, the target consumer groups are also different. For those who eat shark fin, they are not worried about the life and death of animals, but the authenticity of the products. To sum up: 1. Throw out topics, such as gossip, industry insider, social norms, free technical training, etc., through various creative titles; 2. Write a large number of top posts, write attractive posts, hire an irrigation army, and put the posts on the top, making them hot. 3, attract onlookers, Sina, Tencent, Tianya, Maopu forums or blogs, daily traffic problems reach hundreds of millions of times. As long as you add essence, you can get hundreds of millions of onlookers every day. Become the biggest beneficiary. 4. Take advantage of the trend. When these topics become hot spots, the products will appear along with the heat and list their advantages, thus greatly attracting the attention of the target audience.