摘
品牌战略涵功意义入手探讨品牌钱略企业营销中作分析国企业营销品牌战略发展状况基础认提高品牌意识搞兄牌定位塑造良品牌形象综合运种竞争手段企业品牌营销必然选择
关键词品牌战略企业品牌策略品牌定位
1品牌战略涵功意义
谓品牌战略指企业通创立市场良品牌形象提升产品知名度知名度开拓市场吸引顾客扩市场占率取丰厚润回报培养忠诚品牌消费者种战略选择品牌战略现代企业市场营销核心品牌战略功品牌仅仅产品标志更产品质量性满足消费者效程度综合体现凝结着企业科学理市场信誉·追求完美精神文化涵决定影响着产品市场结构服务定位·发挥品牌市场影响力带消费者信心予消费者物质精神享受正品牌战略基功实践证明良品牌特印象等质量索取较高价格公司拥良品牌甚国家逆周期反季节制造产品成收益流量畅通[1]济全球化背景国际竞争越越表现品牌竞争现代跨国公司绝数世界知名品牌公司尤注重品牌战略运通品牌种全方位输出形态跨国公司逐步占领国际市场毫夸张说品牌已跨国公司市场选择唯素·
第二监督保证产品价植品牌集合概念包括产品质量形象·技术功效等诸容创造广受消费者欢迎品牌产品需日积月累努力长期品质价值保证
第三实现规模济效益品牌成长带动企业产品价格扬需求增加利企业扩生产增加规模济收益
第四保证企业断壮持续发展许跨国公司认成功品牌价值仅够保证收入增加顾客公司产品需求更企业出现危机时予支持确保企业长期发展
2 国企业品牌发展概况
市场开放外商辞资量涌入国企业市场注入新鲜血液活力时国企业带前未竞争压力·受传统观念落营方式影响国企业品牌竞争意识方面普遍强吃少苦头企业丢市场企业品牌保护力度够挤出市场企业良知名品牌国外企业恶性抢注撅振品牌竞争中处处处动位反观国外企业品牌先锋雄厚资先进技术嗜惜切代价抢占东逍国市场产品服务充斥东逍国市场角落般言国际知名品牌集中报酬率高市场容量汽车家电器日化工饮料药品电信等行业·国提索尼松飞利浦摩托岁拉诺基亚西门子奔驰通日乐百威宝洁等国际知名品牌相信位国会陌生许种生活品质改变更恐怕国品牌奈
残酷市场竞争事实教育国企业商品营者警醒企业品牌意识年国企业培养品牌竞争力方面投入定力物力财力关注取定骄成绩形成批长虹海信TCL海尔格兰仕联想等颇世界影响力知名品牌甚王整社会层面连普通民营企业体商贩懂进行商标标注册进行品牌宣传·形势然喜情况然容乐观品牌战略发展高度国企业存着诸问题
21国品牌国外品牌相存着差距
种差距反映国品牌数量·质量·规模·影响力方面品牌成长环境方面(包括法规理规划战略实施)品牌理深入品牌观念普方处起步阶段似中外企业品牌抗例国外企业知名品牌中国市场长驱直入占十河山市场占率年10左右速度递增[3]国企业知名品牌寥寥市场兴前景堪忧国外企业品牌成长已升知识产权保护高度国企业品牌假伪劣产品纠缠清国外企业营技术树立品牌国企业宣传命名树立品牌国外企业早已转开发品牌价植强调品牌产品扩散效应产业组织聚合效应获取更高温价收益稳定收益国企业停留品牌外标记形象认识品牌作品牌仅仅作产品附属象征已国外企业知名品牌巩固保护产品质量声誉观念·国企业反满足形资产评估坐享成观念种种均表明国企业品牌发展道路必路漫漫修远尚需求索·
22品牌发展缺乏整体规划
成功品牌形象塑造绝品牌战略身事情涉企收营理重战略决策诸产品质量技术开发营规模品牌设计广告策划市场营销战略设计等方面前国相企业没品牌融入企业整体规划中重视品牌研究开发产品宣传交般员工完成者直接交广告公司样企业理者重形资产品牌缺乏应解甚产生疏远感加剧产品消费者间沟通困难导致消费者困惑满丧失品牌竞争力
23产品质量低品牌性足缺乏创新发展力
国少企业产品品位低质量稳定包装新颖售服务位宣传工作没力度产重影响品牌位提升外层面讲企业品牌设计性鲜明科技文化艺术等合量高容丰富缺乏强烈吸引力严重少企业品牌老化严重资产价植开始衰退甚消失中国早批十驰名商标————
凤凰永久霞飞等早已风光·品牌生命创新着市场需求变化消费者偏转移时现产品进行改进改造重新设计形象国企业品牌普遍创新足土原·
2 4品牌发展策略存误区
企业品牌发展策略种营道需科学营理念高超运作技巧国少企业品牌策划者方面表现尤拙劣急功利影响企业品牌发展实际工作中出现少样误区认创建品牌工作产品取名品牌等高价必须切实际捉高产品价格等等·企业甚品牌操作误区走更远惜放弃企业身品牌采外国公司品牌身品牌低价出售转国现20万三资企收中90合资企业外方品牌广州洁银牙膏厂200万元低价品牌转合资企业[4]等等样突出事例现怕果已日渐显现出丧失国企业白身品牌产品知识产权民族产业竞争力究竟
3企业品牌策略选择
品牌战略企业总体战略重组成部分品牌战略实施增强产品竞争力必然选择适应前市场开放情况搞品牌策略选择国企业营销工作项急迫务
3 1树立正确品牌竞争意识着力提高品牌竞争力
着外开放国际化进程加快国已进入品牌竞争时代创立品牌宣传品牌保护品牌发展品牌走品牌路已形成识·品牌成长简单踏腻事情长期系统工程需整体规划通盘考虑结合前实际国企业刊根白身条件特点分析市场环境基础制定出品牌战略实施品牌工程包括采取发展拳头产品巩固品牌扶植新兴产品创造品牌开发尖端产品培养品牌战略方针壮品牌实力拓展市场份额树立品牌形象然良品牌市场消费者认结果企业吹擂力作提高品牌竞争力仅求企业广告宣传流时应该产品质量技术性款式造型售服务商标设计等方面流
32搞品牌定位培养消费者品牌偏品牌忠诚
品牌形象竞争非全方位竞争品牌市场定位定位基方法创作某种新奇众事项操已存心东西顾客心目中潜购买欲挖掘出转化消费动[5]·品牌定位离开具体行业否毫价植言百事乐种碳酸饮料品牌延伸食品行业外延伸价值法转移品牌竞价力综合表现品牌偏品牌忠诚建立品牌树立前提件容易事情需企业良市场信誉道德规范作保证时保持消费者AAU(消费者品牌知名Awareness态度Attitude状况Us age缩写)进行追踪调整力·建立顾客信息反馈系统断搜集消费者偏变化情况解顾客品牌意见消费者提供性化服务显十分必顾客企业品牌忠诚长期累积结果非日功日乐品牌树立100年历史万宝路形象风靡全球40年均益十企收执行长期营销策略结果·消费者品牌深刻印象长期致营销活动产生满意接受
3 3遵循品牌设计规律注重品牌形象
品牌设计门艺术消费者心目中留深刻印象刺激消费者消费欲产品功质量包装造型设计关键外商标设计重·通常具美感文化容丰富简洁醒目易传诵构思精巧超越时空朗朗口品牌易广消费者接受·品牌设计体现出企业宗旨核心价值立足点根植企业优势消费者特点行较三维坐标3M品牌优势机械动力理服务满足公司办公需工厂制造需行中凸现精性数字化技术领先魅力诚然品牌设计必须应市场变化断丰富创新品牌竞争制胜法宝
34采种品牌竞争手段
国企业目前处丁成长阶段品牌实力较弱竞价中处利位勿庸置疑事实根行业市场企业资源状况趋利避害消利影响失明智选择·
第具知名品牌境外公司合作生产壳市·国生产皮夹克运意利进行加工皮夹克成品出口时标注意利品牌获高额利润·时机成熟时推出品牌公司消品牌公司威胁
香水业十年直深受法国种品牌影响消种影响资实力公司企业法国化妆品公司进行收购·
第三挂钩策略
市场口乐百事乐饮料品牌具口感形象国企业推出非常乐产品国外乐联系起消费者心目中产生联想制造购买动树立良形象
第四重新界定品牌形象避免类产品竞争避免发生突·鉴日化妆品公司资生堂营模式强调护肤产品避免法国化妆品(香水)公司围攻
第五利名品牌作保证加强品牌宣传
参考美国耐克公司雇篮球明星迈克尔·乔丹运动服装欧洲市场作宣传营销模式·
第六加强品牌联合
两品牌(健力宝中国女排)效组成协作联盟提高品牌社会接受力效果单独走出
第七重视品牌营销创意售服务达品牌轰动效应强击力
白加黑药片营销创意海尔集团售服务高度重视树立成功知名品牌例子·
第八角化营品牌策略
诸顶益食品企业高收入层次日标市场采康师傅品牌低收入层次目标市场采福满品牌效满足需求消费者扩品牌知名度·
第九事实宣传造势策略
广东蛇胆口服液生产厂家消消费者保健品信态度引领消费者产品生产程序制作方法进行全程参观邀请关专家进行咨询结果口碑极佳品牌声誉迅速升·
ABTRACT
Form the connotation of brand strategy with its functional significancethis paper discusses a brand marketing strategy in the role In analyzing corporate brand marketing strategy development on the basis that a higher brand awarenessimprove brand positingBuilding a good brand image
brand is a collection of experiences and associations connected with a service a person or any other entity
Brands have become increasingly important components of culture and the economy now being described as cultural accessories and personal philosophies
Concepts
Some people distinguish the psychological aspect of a brand from the experiential aspect The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience The psychological aspect sometimes referred to as the brand image is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service
People engaged in branding seek to develop or align the expectations behind the brand experience creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique A brand is therefore one of the most valuable elements in an advertising theme as it demonstrates what the brand owner is able to offer in the marketplace The art of creating and maintaining a brand is called brand management
Careful brand management supported by a cleverly crafted advertising campaign can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make This concept known as creating value essentially consists of manipulating the projected image of the product so that the consumer sees the product as being worth the amount that the advertiser wants himher to see rather than a more logical valuation that comprises an aggregate of the cost of raw materials plus the cost of manufacture plus the cost of distribution Modern valuecreation brandingandadvertising campaigns are highly successful at inducing consumers to pay for example 50 dollars for a Tshirt that cost a mere 50 cents to make or 5 dollars for a box of breakfast cereal that contains a few cents＇ worth of wheat
A brand which is widely known in the marketplace acquires brand recognition When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace it is said to have achieved brand franchise One goal in brand recognition is the identification of a brand without the name of the company present For example Disney has been successful at branding with their particular script font (originally created for Walt Disney＇s signature logo) which it used in the logo for gocom
Consumers may look on branding as an important value added aspect of products or services as it often serves to denote a certain attractive quality or characteristic (see also brand promise) From the perspective of brand owners branded products or services also command higher prices Where two products resemble each other but one of the products has no associated branding (such as a generic storebranded product) people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner
Brand name
The brand name is often used interchangeably within brand although it is more correctly used to specifically denote written or spoken linguistic elements of any product In this context a brand name constitutes a type of trademark if the brand name exclusively identifies the brand owner as the commercial source of products or services A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration Advertising spokespersons have also become part of some brands for example Mr Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg＇s
Brand names will fall into one of three spectrum＇s of use Descriptive Associative or Freestanding
Descriptive brand names assist in describing the distinguishable selling point(s) of the product to the customer (eg Snap Crackle & Pop or Bitter Lemon)
Associative brand names provide the customer with an associated word for what the product promises to do or be (eg Walkman Sensodyne or Natrel)
Finally Freestanding brand names have no links or ties to either descriptions or associations of use (eg Mars Bar or Pantene)
The act of associating a product or service with a brand has become part of pop culture Most products have some kind of brand identity from common table salt to designer jeans A brandnomer is a brand name that has colloquially become a generic term for a product or service such as BandAid or Kleenex which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively
Brand identity
A product identity or Brand image are typically the attributes one associates with a brand how the brand owner wants the consumer to perceive the brand and by extension the branded company organization product or service The brand owner will seek to bridge the gap between the brand image and the brand identity Brand identity is fundamental to consumer recognition and symbolizes the brand＇s differentiation from competitors
Brand identity is what the owner wants to communicate to its potential consumers However over time a products brand identity may acquire (evolve) gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers Therefore brand associations become handy to check the consumer＇s perception of the brand
The constantly changing market poses new challenges to clothing enterprises and the clients’ demands are also continually rising and so it is necessary every now and again to offer them a higher added value This added value is a properly planned brand strategy the socalled branding Firms without any distinct features without a clear vision or specific mission or without permanent values will sink in the mass of messages hitting the marketThus it is necessary to launch actions not only directed to distinguish a given brand from the competitors but also to build a set of values and modes allowing the company to communicate with the market in a manner which would be easily recognisable and which would stimulate positive associations and strong reactions
A brand image is defined through its selected symbolic patterns The most important among these are the brand’s name logo and composition of graphic elements and colours all associated with the company It is crucial for a brand built on these elements to give a clear message to the customer about the kind of company he is dealing with what its product is and who the clients are All the elements comprising a brand image have to be closely related to the idea and goals of the company This certainly helps its positive identification and as a result a strong and distinct image is created in the customers’ mind
By translating a business strategy into a brand strategy the firms become more visible on the market and more understandable for their environment furthermore the messages included in the advertisements reach the potential customers more efficiently Positive features have to be spotlighted and combined with culture and target groups according to the strategy already developed This increases customer loyalty to a given product
It is important that the customer’s mind should absorb and retain as much information about a brand as possible some time later this is translated into the recognisability and prestige of a brand on the market A brand product offers a sense of safety and guarantees quality and reliability Brand values are features that appeal to the emotional sphere of human perception
Hence a brand is the most valuable asset of a company and customer satisfaction is the key to a longterm success As consumers must have a reason for selecting this given brand from among many others each brand should have a motto apart from its distinctive usability It is necessary to define why it is different and what its position is A brand is not an advertisement but rather a whole philosophy underlying a set of combined actions fixed on the company’s success It is certainly an indispensable tool allowing effective conquest of markets retention of the market position and international competition
Brand Management
Using a brand strategy is possible in two cases The first is when a company or a product already exists on the market the second is when the company wants to enter the market and wishes to make itself known to potential clients The actions carried out in the first case are surely much easier If a product or a firm already exists on the market more or less clients have already encountered the brand and have their own concept of it In such a case it is only necessary to look for solutions which would enable them to gain an advantage over competitors by their action strategy stressing the values expected by the targeted market and received positively by them Here we deal with the strategy of enhancing the existing brand
Naturally it is necessary to analyse in detail whether or not the brand evokes any negative images or whether or not there have been any drastic crisis situations that would suggest rebuilding the brand under a completely new name
Although the strategy of enhancing an existing brand surely needs much less financial outlays and requires a shorter period of time than creating a new brand it cannot be used in every case Most of all the company should based its strategy on a great value added included in the product which leads to a high recognisability of the already existing branch
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品牌战略涵功意义入手探讨品牌钱略企业营销中作分析国企业营销品牌战略发展状况基础认提高品牌意识搞兄牌定位塑造良品牌形象综合运种竞争手段企业品牌营销必然选择
关键词品牌战略企业品牌策略品牌定位
1品牌战略涵功意义
谓品牌战略指企业通创立市场良品牌形象提升产品知名度知名度开拓市场吸引顾客扩市场占率取丰厚润回报培养忠诚品牌消费者种战略选择品牌战略现代企业市场营销核心品牌战略功品牌仅仅产品标志更产品质量性满足消费者效程度综合体现凝结着企业科学理市场信誉·追求完美精神文化涵决定影响着产品市场结构服务定位·发挥品牌市场影响力带消费者信心予消费者物质精神享受正品牌战略基功实践证明良品牌特印象等质量索取较高价格公司拥良品牌甚国家逆周期反季节制造产品成收益流量畅通[1]济全球化背景国际竞争越越表现品牌竞争现代跨国公司绝数世界知名品牌公司尤注重品牌战略运通品牌种全方位输出形态跨国公司逐步占领国际市场毫夸张说品牌已跨国公司市场选择唯素·
第二监督保证产品价植品牌集合概念包括产品质量形象·技术功效等诸容创造广受消费者欢迎品牌产品需日积月累努力长期品质价值保证
第三实现规模济效益品牌成长带动企业产品价格扬需求增加利企业扩生产增加规模济收益
第四保证企业断壮持续发展许跨国公司认成功品牌价值仅够保证收入增加顾客公司产品需求更企业出现危机时予支持确保企业长期发展
2 国企业品牌发展概况
市场开放外商辞资量涌入国企业市场注入新鲜血液活力时国企业带前未竞争压力·受传统观念落营方式影响国企业品牌竞争意识方面普遍强吃少苦头企业丢市场企业品牌保护力度够挤出市场企业良知名品牌国外企业恶性抢注撅振品牌竞争中处处处动位反观国外企业品牌先锋雄厚资先进技术嗜惜切代价抢占东逍国市场产品服务充斥东逍国市场角落般言国际知名品牌集中报酬率高市场容量汽车家电器日化工饮料药品电信等行业·国提索尼松飞利浦摩托岁拉诺基亚西门子奔驰通日乐百威宝洁等国际知名品牌相信位国会陌生许种生活品质改变更恐怕国品牌奈
残酷市场竞争事实教育国企业商品营者警醒企业品牌意识年国企业培养品牌竞争力方面投入定力物力财力关注取定骄成绩形成批长虹海信TCL海尔格兰仕联想等颇世界影响力知名品牌甚王整社会层面连普通民营企业体商贩懂进行商标标注册进行品牌宣传·形势然喜情况然容乐观品牌战略发展高度国企业存着诸问题
21国品牌国外品牌相存着差距
种差距反映国品牌数量·质量·规模·影响力方面品牌成长环境方面(包括法规理规划战略实施)品牌理深入品牌观念普方处起步阶段似中外企业品牌抗例国外企业知名品牌中国市场长驱直入占十河山市场占率年10左右速度递增[3]国企业知名品牌寥寥市场兴前景堪忧国外企业品牌成长已升知识产权保护高度国企业品牌假伪劣产品纠缠清国外企业营技术树立品牌国企业宣传命名树立品牌国外企业早已转开发品牌价植强调品牌产品扩散效应产业组织聚合效应获取更高温价收益稳定收益国企业停留品牌外标记形象认识品牌作品牌仅仅作产品附属象征已国外企业知名品牌巩固保护产品质量声誉观念·国企业反满足形资产评估坐享成观念种种均表明国企业品牌发展道路必路漫漫修远尚需求索·
22品牌发展缺乏整体规划
成功品牌形象塑造绝品牌战略身事情涉企收营理重战略决策诸产品质量技术开发营规模品牌设计广告策划市场营销战略设计等方面前国相企业没品牌融入企业整体规划中重视品牌研究开发产品宣传交般员工完成者直接交广告公司样企业理者重形资产品牌缺乏应解甚产生疏远感加剧产品消费者间沟通困难导致消费者困惑满丧失品牌竞争力
23产品质量低品牌性足缺乏创新发展力
国少企业产品品位低质量稳定包装新颖售服务位宣传工作没力度产重影响品牌位提升外层面讲企业品牌设计性鲜明科技文化艺术等合量高容丰富缺乏强烈吸引力严重少企业品牌老化严重资产价植开始衰退甚消失中国早批十驰名商标————
凤凰永久霞飞等早已风光·品牌生命创新着市场需求变化消费者偏转移时现产品进行改进改造重新设计形象国企业品牌普遍创新足土原·
2 4品牌发展策略存误区
企业品牌发展策略种营道需科学营理念高超运作技巧国少企业品牌策划者方面表现尤拙劣急功利影响企业品牌发展实际工作中出现少样误区认创建品牌工作产品取名品牌等高价必须切实际捉高产品价格等等·企业甚品牌操作误区走更远惜放弃企业身品牌采外国公司品牌身品牌低价出售转国现20万三资企收中90合资企业外方品牌广州洁银牙膏厂200万元低价品牌转合资企业[4]等等样突出事例现怕果已日渐显现出丧失国企业白身品牌产品知识产权民族产业竞争力究竟
3企业品牌策略选择
品牌战略企业总体战略重组成部分品牌战略实施增强产品竞争力必然选择适应前市场开放情况搞品牌策略选择国企业营销工作项急迫务
3 1树立正确品牌竞争意识着力提高品牌竞争力
着外开放国际化进程加快国已进入品牌竞争时代创立品牌宣传品牌保护品牌发展品牌走品牌路已形成识·品牌成长简单踏腻事情长期系统工程需整体规划通盘考虑结合前实际国企业刊根白身条件特点分析市场环境基础制定出品牌战略实施品牌工程包括采取发展拳头产品巩固品牌扶植新兴产品创造品牌开发尖端产品培养品牌战略方针壮品牌实力拓展市场份额树立品牌形象然良品牌市场消费者认结果企业吹擂力作提高品牌竞争力仅求企业广告宣传流时应该产品质量技术性款式造型售服务商标设计等方面流
32搞品牌定位培养消费者品牌偏品牌忠诚
品牌形象竞争非全方位竞争品牌市场定位定位基方法创作某种新奇众事项操已存心东西顾客心目中潜购买欲挖掘出转化消费动[5]·品牌定位离开具体行业否毫价植言百事乐种碳酸饮料品牌延伸食品行业外延伸价值法转移品牌竞价力综合表现品牌偏品牌忠诚建立品牌树立前提件容易事情需企业良市场信誉道德规范作保证时保持消费者AAU(消费者品牌知名Awareness态度Attitude状况Us age缩写)进行追踪调整力·建立顾客信息反馈系统断搜集消费者偏变化情况解顾客品牌意见消费者提供性化服务显十分必顾客企业品牌忠诚长期累积结果非日功日乐品牌树立100年历史万宝路形象风靡全球40年均益十企收执行长期营销策略结果·消费者品牌深刻印象长期致营销活动产生满意接受
3 3遵循品牌设计规律注重品牌形象
品牌设计门艺术消费者心目中留深刻印象刺激消费者消费欲产品功质量包装造型设计关键外商标设计重·通常具美感文化容丰富简洁醒目易传诵构思精巧超越时空朗朗口品牌易广消费者接受·品牌设计体现出企业宗旨核心价值立足点根植企业优势消费者特点行较三维坐标3M品牌优势机械动力理服务满足公司办公需工厂制造需行中凸现精性数字化技术领先魅力诚然品牌设计必须应市场变化断丰富创新品牌竞争制胜法宝
34采种品牌竞争手段
国企业目前处丁成长阶段品牌实力较弱竞价中处利位勿庸置疑事实根行业市场企业资源状况趋利避害消利影响失明智选择·
第具知名品牌境外公司合作生产壳市·国生产皮夹克运意利进行加工皮夹克成品出口时标注意利品牌获高额利润·时机成熟时推出品牌公司消品牌公司威胁
香水业十年直深受法国种品牌影响消种影响资实力公司企业法国化妆品公司进行收购·
第三挂钩策略
市场口乐百事乐饮料品牌具口感形象国企业推出非常乐产品国外乐联系起消费者心目中产生联想制造购买动树立良形象
第四重新界定品牌形象避免类产品竞争避免发生突·鉴日化妆品公司资生堂营模式强调护肤产品避免法国化妆品(香水)公司围攻
第五利名品牌作保证加强品牌宣传
参考美国耐克公司雇篮球明星迈克尔·乔丹运动服装欧洲市场作宣传营销模式·
第六加强品牌联合
两品牌(健力宝中国女排)效组成协作联盟提高品牌社会接受力效果单独走出
第七重视品牌营销创意售服务达品牌轰动效应强击力
白加黑药片营销创意海尔集团售服务高度重视树立成功知名品牌例子·
第八角化营品牌策略
诸顶益食品企业高收入层次日标市场采康师傅品牌低收入层次目标市场采福满品牌效满足需求消费者扩品牌知名度·
第九事实宣传造势策略
广东蛇胆口服液生产厂家消消费者保健品信态度引领消费者产品生产程序制作方法进行全程参观邀请关专家进行咨询结果口碑极佳品牌声誉迅速升·
ABTRACT
Form the connotation of brand strategy with its functional significancethis paper discusses a brand marketing strategy in the role In analyzing corporate brand marketing strategy development on the basis that a higher brand awarenessimprove brand positingBuilding a good brand image
brand is a collection of experiences and associations connected with a service a person or any other entity
Brands have become increasingly important components of culture and the economy now being described as cultural accessories and personal philosophies
Concepts
Some people distinguish the psychological aspect of a brand from the experiential aspect The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience The psychological aspect sometimes referred to as the brand image is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service
People engaged in branding seek to develop or align the expectations behind the brand experience creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique A brand is therefore one of the most valuable elements in an advertising theme as it demonstrates what the brand owner is able to offer in the marketplace The art of creating and maintaining a brand is called brand management
Careful brand management supported by a cleverly crafted advertising campaign can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make This concept known as creating value essentially consists of manipulating the projected image of the product so that the consumer sees the product as being worth the amount that the advertiser wants himher to see rather than a more logical valuation that comprises an aggregate of the cost of raw materials plus the cost of manufacture plus the cost of distribution Modern valuecreation brandingandadvertising campaigns are highly successful at inducing consumers to pay for example 50 dollars for a Tshirt that cost a mere 50 cents to make or 5 dollars for a box of breakfast cereal that contains a few cents＇ worth of wheat
A brand which is widely known in the marketplace acquires brand recognition When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace it is said to have achieved brand franchise One goal in brand recognition is the identification of a brand without the name of the company present For example Disney has been successful at branding with their particular script font (originally created for Walt Disney＇s signature logo) which it used in the logo for gocom
Consumers may look on branding as an important value added aspect of products or services as it often serves to denote a certain attractive quality or characteristic (see also brand promise) From the perspective of brand owners branded products or services also command higher prices Where two products resemble each other but one of the products has no associated branding (such as a generic storebranded product) people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner
Brand name
The brand name is often used interchangeably within brand although it is more correctly used to specifically denote written or spoken linguistic elements of any product In this context a brand name constitutes a type of trademark if the brand name exclusively identifies the brand owner as the commercial source of products or services A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration Advertising spokespersons have also become part of some brands for example Mr Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg＇s
Brand names will fall into one of three spectrum＇s of use Descriptive Associative or Freestanding
Descriptive brand names assist in describing the distinguishable selling point(s) of the product to the customer (eg Snap Crackle & Pop or Bitter Lemon)
Associative brand names provide the customer with an associated word for what the product promises to do or be (eg Walkman Sensodyne or Natrel)
Finally Freestanding brand names have no links or ties to either descriptions or associations of use (eg Mars Bar or Pantene)
The act of associating a product or service with a brand has become part of pop culture Most products have some kind of brand identity from common table salt to designer jeans A brandnomer is a brand name that has colloquially become a generic term for a product or service such as BandAid or Kleenex which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively
Brand identity
A product identity or Brand image are typically the attributes one associates with a brand how the brand owner wants the consumer to perceive the brand and by extension the branded company organization product or service The brand owner will seek to bridge the gap between the brand image and the brand identity Brand identity is fundamental to consumer recognition and symbolizes the brand＇s differentiation from competitors
Brand identity is what the owner wants to communicate to its potential consumers However over time a products brand identity may acquire (evolve) gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers Therefore brand associations become handy to check the consumer＇s perception of the brand
The constantly changing market poses new challenges to clothing enterprises and the clients’ demands are also continually rising and so it is necessary every now and again to offer them a higher added value This added value is a properly planned brand strategy the socalled branding Firms without any distinct features without a clear vision or specific mission or without permanent values will sink in the mass of messages hitting the marketThus it is necessary to launch actions not only directed to distinguish a given brand from the competitors but also to build a set of values and modes allowing the company to communicate with the market in a manner which would be easily recognisable and which would stimulate positive associations and strong reactions
A brand image is defined through its selected symbolic patterns The most important among these are the brand’s name logo and composition of graphic elements and colours all associated with the company It is crucial for a brand built on these elements to give a clear message to the customer about the kind of company he is dealing with what its product is and who the clients are All the elements comprising a brand image have to be closely related to the idea and goals of the company This certainly helps its positive identification and as a result a strong and distinct image is created in the customers’ mind
By translating a business strategy into a brand strategy the firms become more visible on the market and more understandable for their environment furthermore the messages included in the advertisements reach the potential customers more efficiently Positive features have to be spotlighted and combined with culture and target groups according to the strategy already developed This increases customer loyalty to a given product
It is important that the customer’s mind should absorb and retain as much information about a brand as possible some time later this is translated into the recognisability and prestige of a brand on the market A brand product offers a sense of safety and guarantees quality and reliability Brand values are features that appeal to the emotional sphere of human perception
Hence a brand is the most valuable asset of a company and customer satisfaction is the key to a longterm success As consumers must have a reason for selecting this given brand from among many others each brand should have a motto apart from its distinctive usability It is necessary to define why it is different and what its position is A brand is not an advertisement but rather a whole philosophy underlying a set of combined actions fixed on the company’s success It is certainly an indispensable tool allowing effective conquest of markets retention of the market position and international competition
Brand Management
Using a brand strategy is possible in two cases The first is when a company or a product already exists on the market the second is when the company wants to enter the market and wishes to make itself known to potential clients The actions carried out in the first case are surely much easier If a product or a firm already exists on the market more or less clients have already encountered the brand and have their own concept of it In such a case it is only necessary to look for solutions which would enable them to gain an advantage over competitors by their action strategy stressing the values expected by the targeted market and received positively by them Here we deal with the strategy of enhancing the existing brand
Naturally it is necessary to analyse in detail whether or not the brand evokes any negative images or whether or not there have been any drastic crisis situations that would suggest rebuilding the brand under a completely new name
Although the strategy of enhancing an existing brand surely needs much less financial outlays and requires a shorter period of time than creating a new brand it cannot be used in every case Most of all the company should based its strategy on a great value added included in the product which leads to a high recognisability of the already existing branch
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