SMEs: Product Brands Are More Important Than Corporate Brands

Do not talk about corporate brands without product brands. Many Chinese companies talk about brand promotion. The first thing that comes to mind is corporate branding, and you think of engaging in CI design, promoting corporate reputation, and building brand-name companies. It is believed that the greater the visibility of the company, the better the products can be sold. It does not know that these things alone are not brands.

Where corporate profits come from depends on consumers buying your products. Consumers are willing to pay, first on your product, not on your company's name. For SMEs, the foothold of brand building should be product brands rather than corporate brands. Without a product brand, don't talk about corporate brands. Even for large companies, product brands are still more important than corporate brands, and Fortune 500 companies also rely on excellent products (or services).

In the promotion of corporate brands, there is an extremely common misunderstanding in our company. It is to do VI first, and then make a positioning. Make a popular example, a professor, after you put him on fashion, he is not like a professor; a person is very quiet, and you have to give her a name called Hu Niu, this will not work. Professor or quiet is an intrinsic feature of a person. Clothing or name must be based on this feature. There is also a sequence of brand promotion behaviors. You can only position them first and then package them. You can't say that you are wearing clothes first and then you have to set your mind. However, many Chinese companies often start to engage in VIs and pack their products with unclear development goals, unclear concepts, and unclear product content. This is a mistake.

Mistakes in branding and brand names Many companies often confuse brands and brand names in brand building. What is a brand name? Famous brand is famous. CCTV's standard Wang Quan is well-known, but no one survived. Why? Light made a well-known, did not allow consumers to have a good opinion of themselves. The same is true of people. The object of people's choice of marriage is not the most famous person around, but the most favorite person and the most interested person.

Creative advertising is one of the most important means for a company to build a brand. The so-called advertisement is the communication between a product and a specific target consumer group. Just like finding an object, if you find a beautiful girl on the ball and want to get in touch, you must first communicate with each other and let people know you.

When any product enters the market, the first step must be to use cognition advertising. It must tell the market what your name is. This type of advertisement requires simple and clear. When Kangshifu instant noodles went on the market, the first advertisement was very simple. Now it is estimated that everyone can't remember it. The advertising screen it did was: Two chopsticks sandwiched the surface, and the ad was “face, face, and face, Master Kong. Instant noodles.” So short, then repeat “face, face, face” over and over again, eight times a day, for a total of only a dozen days, and everyone knows it.

If we pay attention to watching TV at home, we will find that many new products are listed on the cognitive advertising problem:

A. Make cognitive advertising a creative advertisement. What is the purpose of creativity is to make people feel good about your product and to get consumer recognition. And many companies have spent a lot of energy on creative advertising, like greeting a strange girl at a ball for the first time. You bring a big bouquet of roses. You want to invite people to a western restaurant. It does not seem to recognize you.

This kind of creative advertising is often spent huge amounts of money, but the effect is not satisfactory. The first time I greeted others, I was mainly self-introduced. I think it's a bit new, but it's funny when I go too far.

B. The cognitive period of cognitive advertising is too long. Heng Yuan Xiang is a relatively good example of cognitive advertising. “Heng Yuan Xiang, sheep, sheep, and sheep” has been used three times in a row. A total of six words have not been played for a long time. The whole country knows it and does not need any ideas. But this ad is still playing now. Consumers are looking very bored. You think about it. A friend and you have known each other for ten years. When they meet, they say hello enthusiastically. “Hello, hello, I'm Zhang San!” You Can you not be bored?

More mature companies do cognitive advertising for up to fifteen days. Master Kong's instant noodles listed advertising, only put a dozen days, it will no longer play, and the next ad is to tell you how to eat, what taste, so you have a good impression of it.

Only the reality that perception does not have a good impression is not acceptable. Many companies think that one-sidedness: as long as consumers know me, they will definitely buy my products. Then put a lot of money into cognitive advertising. Then I would like to ask: After the Guan Sheng Yuan in Nanjing, why didn't everyone want his things? At that time, wasn't its popularity so high? Visible, well-known and good feeling is absolutely different.

Therefore, after cognition advertisements, it is necessary to shift the appeal points of the advertisements, to provide consumers with diversified ways through various means, so that consumers can recognize them and have a favorable impression. Just like the goodwill of people, the goodwill of consumers on products is also a comprehensive process. This is not a matter of one thing and one thing can be done.

In all stages, the content of corporate brand promotion is also different. For example, the purpose of the two people talking about the object is to get married. Before you get married, the job you have to do is to please her. What you said when you first met, what you gave gifts, what you said when you asked for marriage, and what gifts you gave were not the same. It is certainly ridiculous to put the words of the marriage proposal on the first day of recognition. In the same way, in the process of falling in love, if you don’t say a lot of words nicely, it’s definitely not okay to send some gifts.

In the process of communicating with consumers, companies must constantly change their content as the stage continues to change, expressing their love for consumers from different aspects, and inspiring the goodwill of consumers.

If you can't build a goodwill, your brand is passing and you can't keep people. Your final results are similar to those of the former kings. Consumers will not have any more impression on you.

Uniform products in the market's visual performance Another problem with the branding process is that the visual performance in the market is not uniform, which causes the company to waste a lot of resources. This inconsistency is mainly manifested in the following two situations:

In the first case, the visual unity of the product brand is equated with the visual unity of the corporate brand. When we talk about visual unification, companies think that doing unification is to be a VI, but VI is the unity of corporate vision. Where is the visual unity of the product brand, which companies do not know. The visual integration of the company's old corporate image replaced the visual performance of the product brand in the market. This is a big misunderstanding.

In the second case, the image is often changed. Many companies in the performance of their own brand of visual, often changing anytime, anywhere, that the brand will be out on the line, but did not achieve unity.

In the third case, the unified work of product brand vision has not been done meticulously. The visual unification of products in the market is, in principle, very simple. It means that consumers should be exposed to products anywhere. Their visual perception should be very uniform, but in terms of operations, this process is very trivial because it involves products. In all aspects of contact with consumers, including the main advertising on television, POP advertising in shopping malls, advertisements for product packaging, and various promotional pages, etc., all should be unified.

Once, a beverage company asked me to make a diagnosis. At that time, their product brand advertisements, television, newspapers, posters, and POPs all had something to do. Then he said how much money he spent on visual advertising. I was better than Coca-Cola. More money is spent in Beijing, but the effect is clearly not as strong as Coca-Cola. why? It is because the 10 or 20 advertisements that consumers see are different things and they are not the same. The result was a lot of money, but the effect did not reach.

Coca-Cola is not the same. Its advertisements are all red-colored, and they are particularly consistent in all aspects. They originally had money, but in terms of advertising, they spent the same amount of money, and the visual cognition they achieved was much stronger than our domestic companies.

Speaking of this issue, it should be said that there are problems with the corporate marketing department and the level of domestic advertising companies. Chinese advertising companies are too dedicated to creativity, but do not understand marketing. When they are conducting visual design, they focus on creativity and artistic feelings. However, how do they make a difference in the links between products and consumers? It is not their long term. On the other hand, the marketing department of the company always hopes that the advertising company will produce a particularly good idea. Once it is done once and for all, the advertising company will have to think hard and think about it and make it behind closed doors.

Do not make mistakes in product branding. Advertising is an important part of product branding. However, before advertising, the first problem to be solved in product branding is to identify the target of communication and identify the target population.

If a person wants to make him feel good about all the people when he is looking for an object, he will be solicited everywhere, and when he sees the girl, she will be enthusiastic. We will think that he has problems.

P & G is typically using different product brands to communicate with a group of consumers, such as shampoo series Rejoice, Head & Shoulders, Pantene, Sassoon.

When positioning consumer groups, there is often a mistake in carving a boat. Panda TV has ever made this mistake. For some time, Panda TV's advertisement was: "See panda's exceptional family."

Panda is a very famous brand in the 1980s. So whoever met you, only people who used to buy your products will feel that you are pro. These people are now forty or fifty years old, and the ones that are currently buying your products are For young people in their twenties, your attendance to people in their 40s and 50s is purely a mistake. Businesses cannot grow up with former consumer groups, but must always follow consumers in their twenties. Why pandas are chasing a group to make broad appeals is because the purchasing groups of that year represented his former glory.

When the group is changing, the times are also changing. Ten years ago, the concept of the times of the 20-year-old consumer group and the current 20-year-old consumer group is not the same, and your brand concept must be constantly corrected. Like Coca Cola 100 years ago, his advertisement was a Santa Claus, very classical. And now, you see it's advertising, passionate, very dynamic.

With the concept of segregation and positive opponents of the positive competition in the market, SMEs are not only faced with the low-price competition of brand-name products, but also face the suppression of a strong brand. In this case, we need to use concepts to separate markets. For example, if everyone sells a kind of health care product, the point of appeal of others may be to strengthen one's health or something, then you may have to get a beauty, a beauty and the like. Your point of appeal must be different from others, and this point of appeal must not only be prominent but also be well-matched with the product.

Beijing once had a drink called 828 vegetable juice. When it was just launched, the concept was "What did you drink this year, 828 vegetable juice?" It was very simple and loud, and the children were very familiar with it. But it died in less than a year. why? Because of its conceptual design problems.

It pushes the vegetable juice as a drink, so the consumer will immediately evaluate the product with the concept of beverage, but the vegetable juice itself has a very special taste, there is a taste of vegetable leaves, children used to see 828 vegetable juice The ad would be clamoring to drink, but after drinking it for the first time, I found that it was not as tasty as the drink I usually drink, and I would never drink it again, although it is much better than drink in terms of nutrition.

We now go to the supermarket and can see a lot of yogurt. Its "acid" word is particularly obvious. This is to give you the "yogurt" concept. Imagine if the consumer asks for it with the sensation of milk, opens a drink and finds that the milk is sour, and he thinks it is broken and he dare not buy it again. But after highlighting the concept of “sour” milk, consumers no longer compete with the familiar milk products in their hearts, and they can accept this specialty product.