On brand marketing of enterprises

When people hear the word "brand", most people will think of the company's name, slogan, logo, products, services, advertisements, trademarks, patents and so on. These are just market performance, and the brand is the sum of all this. So what is marketing? Marketing is a voluntary exchange of value between buyers and sellers through the market, which is guided by the needs of consumers and creates value for all interested organizations or individuals. Speaking of brand marketing, there are many classic marketing cases in the marketing field, such as Starbucks, Coca-Cola, Apple, and so on. Source: Qiantu.com I. Purpose of brand marketing Enterprises want to carry out brand marketing, they must first understand the purpose of brand marketing. According to AIDA model, brand marketing is a process to make consumers realize brand loyalty from cognition, interest and desire to action. In order to gain and maintain competitive advantage, enterprises must build high-grade marketing concepts. Then, first of all, we must determine the vision mission, core competitiveness and consumer insight of the enterprise, so as to clarify why the enterprise should do brand marketing. Aim to determine the strategy and tactics, and then guide how to do brand marketing. Based on this, enterprises need to pay attention to several important questions: Who are the consumers? What are their pain points? What differentiation can brands provide? What is the significance to consumers? What does it mean to the brand? Understand the pain points and provide differentiated products/services. Second, brand marketing should be consumer-oriented. Brand is shaped by consumers, and it is the overall feeling of the public or consumers to an enterprise and a product. It is also a commitment of enterprises to the public or consumers, so marketing should be consumer-oriented. Therefore, brand enterprises should understand: 1, consumers don't care about the stories told by brands, they care about themselves. Some consumers can take photos in front of The Avengers's posters and bring them in as heroes. 2. The consumer is the hero of the story, but the product is not. Consumers can customize a pair of Nike sneakers they like through NikeID. Consumers want the brand to tell them that this brand can make them proud, happy, grow, progress, strong and beautiful. Both Coca-Cola and Disney can make consumers happy. Apple's brand story affects not Apple, but Apple's users. 4. Consumer success story: Where will the brand take consumers? 5. Difficulties/Challenges: What problems did the brand solve for consumers? Uniqlo: affordable, comfortable and simple clothes; Disney English: children learn English happily; Ikea: Design tasteful furniture. Third, how to build a brand pyramid In view of the above, in order to clearly know what you are doing, why you want to be a brand, what value a brand can create for consumers, and what your brand is not, building a brand pyramid can set a standard statement and direction for the brand and give it the meaning of existence. 1, at the top of the pyramid, is the brand vision mission: what value does corporate vision create for mankind, what value does the corporate mission create for consumers, and meet the unmet needs of consumers. Coca-Cola's vision is to become a responsible global corporate citizen and make the world a better place by establishing and supporting the sustainable development of the community. The mission is to make people around the world more cheerful, constantly inspire people to remain optimistic and make everything we touch more valuable. Vision and mission are the foundation of brand marketing. 2. Target consumers: the composition of the consumer groups selected by the enterprise when formulating the product sales strategy. For the target consumers, don't set a large-scale goal, serve a small group first and spread it out slowly. The biggest misunderstanding of marketing is often that even customers are not well defined. 3. Consumer insight: refers to a deep understanding of consumers, and consciously use this understanding to help consumers realize their needs. Consumer insight can be carried out through observation, questionnaire survey, direct dialogue with consumers, dialogue with consumers on social media, interview with shop assistants, interview with competitors' customers, mysterious customers and social listening. See what consumers like, what they don't like, what their needs are, what they are dissatisfied with, and find new markets. Don't be self-righteous. 4, brand keywords: used to frame the brand's personality and content, will not let the brand run like a wild horse. The key words of Starbucks brand are quality, taste, comfort, service, warmth and fashion, which matches Starbucks' orientation as an urban white-collar worker who pursues progress, emphasizes the quality of life and personal living space, and has social mind. 4. The bottom of the pyramid is brand proposition, brand positioning, and the core identity and values conveyed by enterprises to consumers. Brand positioning in one sentence can express brands/products/services, target groups, their unmet needs, the unique differentiation of brands/products, the benefits provided to consumers and so on. For example, ManiaIcon is aimed at petty bourgeoisie white-collar workers over the age of 25 who live and work in Yongxin Square, Xuhui District, Shanghai, aiming at satisfying their desire to find a more comfortable, quiet and upscale coffee shop than Starbucks, where they can read and work quietly by themselves. It provides simple meals, a book bar, a big sofa, light music and personalized service, so that they can freely enjoy quiet moments, intimate service and petty bourgeoisie luxury. Fourth, the brand marketing software industry in the software industry is a technology-intensive and knowledge-intensive service industry. Its industry characteristics lead to the typical brand consumption characteristics of the software industry. For a software company seeking long-term development, good brand image is the key to its success. From the perspective of brand particularity, consumers buy products and consume brands, which is especially applicable to the software industry. As mentioned above, brand, as a consumer's full feeling of products or services provided by enterprises, is also a commitment of enterprises to consumers. Products will continue to innovate, and what remains unchanged is the commitment given by corporate brands. Enterprises have a good brand image as the foundation, and the iteration of product and technology update will not affect consumers' loyalty to the brand. Of course, product quality is fundamental. Take the brand marketing of Yum! Software, for example, corporate vision has become a leader in the digital and intelligent transformation and upgrading of retail industry in China, and its mission is to achieve intelligent brands. Since its establishment in 2000, the company has been committed to providing solutions for the informatization and digitalization construction of brand retail enterprises. The company believes that only by opening up online and offline, unifying service standards and realizing omni-channel operation can retail enterprises be called "smart brands". Based on this vision and mission, the company has also developed from the earliest pure software attribute to today's one-stop enterprise digital ecological service. Consumer positioning has also changed from the earliest "service-oriented clothing enterprise" to today's "digital transformation brand retail enterprise". The company's value proposition is to focus on large and medium-sized customers in the domestic and foreign retail industry, meet their digital transformation and business innovation, and provide one-stop enterprise digital ecological services from IT to DT to OT. At present, Yum! Software has developed into a top brand in the omni-channel retail field. Brand marketing brings many benefits to enterprises, such as image enhancement, customer loyalty improvement and trustworthy signs. The quality of brand marketing directly affects the economic benefits of enterprises, and every enterprise should attach importance to and strive to do brand marketing well.