What is brand marketing?

What is brand marketing? There are many theories of brand marketing, and any well-known planner can put forward his own "brand marketing theory" in order to establish his own "theoretical commanding height".Next, True-E Canada Digital Marketing​ expert Jenny Mei will tell you more about it.

Brand marketing: refers to "the process of implanting your product or brain scene in the mind of a clear target group". Brand is the specific impression and association of this product or service in the mind of the target group. For example, when we see the logo of the Haier brothers, we think of Haier, and when we think of Haier, we think of refrigerators and televisions.

For example, when we mention Lei Jun, we think of "Xiaomi". When we hear "I was born with a fever", we think of "Xiaomi" mobile phone; for example, when we see the trademark of "JD.com", we think of "JD.com Mall". It is associated with the shopping experience of "cheap, convenient, massive and fast" mall. These are the results of brand marketing: that is, the brand is the specific impression and association of the product or service in the mind of the target group.

First, how should brand marketing be done well? The specific actual combat content includes the following:

1. Brand positioning planning:

Refinement of brand core value (origin spirit): enterprise communication point and ethnic tipping point; brand product naming planning: product brand planning; brand story deductive planning; brand slogan and product advertising language planning; fine packaging design of product value.

2. Brand value embodiment design:

Brand LOGO design, brand system design, brand terminal performance design, brand communication design standardization.

Small summary: in order to make it easier to understand: brand planning positioning + brand value performance, especially find a map, you can cooperate with the reference study to understand, these two tasks are the basic core of the previous topic, in order to achieve the implementation of these work such as the above picture, we must do a good job in these two points, which is also the most basic service content of professional planning companies.

Second, after doing the above two basic work, it is necessary to systematically formulate the brand marketing model. The details are as follows:

1. Refine the value proposition: what is the highest value that can be provided to the customer? To extract an accurate value proposition, you need to study the following three parts:

In the study of ethnic model, what kind of people have strong needs, and what are their values or interests and hobbies? How to help this group of people build social relationships? Product model research, how can design products quickly seize the minds of consumers and market terminals? In the study of partnership model, what resources and capabilities do we need to use, which partners need to be integrated, and how to achieve a win-win relationship with these partners?

2. Planning value delivery: how can products and value propositions be delivered to end customers? Let more people know and mobilize the strength of the masses to carry out word-of-mouth marketing? In the process of low-cost value delivery, the following three core issues need to be addressed:

Customer model planning, only one-time business with customers, there is no future for enterprises, and big data, a member, will become the most recognized bargaining chip in the consumer market and capital market. therefore, how to establish an accumulative, sustainable and growing loyal relationship with customers and improve their restructuring rate or referral rate is a key topic to be studied after cooperation.

3. The path of value realization, how does the enterprise finally realize the value? How to create a capital pool and use precipitated funds to expand the market? How to build the core competition barrier? The realization of enterprise value will be completed from the following three parts:

Cost model design, cost composition and control, eliminate the traditional cost input in the industry to innovate; income model design, design income source, income point, income mode to build a good cash flow structure; barrier model design, design competition barriers, always maintain the leading position of the brand.

Conclusion: brand marketing mode system is not only the direction of brand strategy, but also the implementation system of strategy landing. It is embodied in: ethnic model, product model, partner model, channel model, communication model, customer model, cost model, income model, barrier model.

Third, integrated marketing brand communication and promotion: this is another particularly important core of brand marketing work:

1. Formulate an annual integrated marketing and communication promotion outline.

What is the core goal of each stage of the annual promotion? Who is the target audience of each stage of promotion? What is the theme of each stage of promotion? What are the transmission routes chosen in each stage?

2. Plan a low-cost promotion implementation plan according to the annual promotion outline plan.

Low-cost brand promotion form choice. Planning low-cost integrated marketing theme. Planning low-cost integrated marketing promotion rules. It includes background analysis, purpose of the activity, suggestions on the selection of time and place, suggestions on the form of holding, specific implementation steps and ways of transmission, etc.

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你还会写这样的文字呢，厉害了！