When the concept of "winning the brand" was put forward, large and small companies would "only brand look," and in various occasions would also say "brand". It seems that all of them are brand experts and everyone is a brand expert. As everyone knows, for most companies, when you have not yet been widely recognized, when your business reputation and reputation are still very satisfactory, you can at best be a brand, a trademark or logo. If you're still earning a decent income, don't be arty, because you have a long way to go from brand to brand!

What exactly is a brand? Actually, a brand is an interactive relationship between consumers and products. It is a corporate commitment to consumers. It is a name, term, symbol, symbol, design, and combination. Its purpose is Identify a seller’s product or service and distinguish it from competitors’ products and services. After clarifying the concept of the brand, the next step is to shape the brand. Before branding, corporate managers need to follow the principle of “strategic strategy first.” First, the brand must be positioned. Only when the brand positioning is clear, can companies have beacons and directions so as to clearly target the target consumer groups and channel providers. Various strategic links such as selection, advertising material design, pricing strategy, etc., to ensure where corporate resources are concentrated, and to formulate practical and feasible specific implementation plans, and move forward in the expected direction. To put it more clearly, brand positioning is to make the brand occupy a certain position in the target consumer's mind and solidify this position, occupying the position of the first association in the mind of the consumer. For example, Volvo represents safety, Hafeis representative With anti-dandruff, Pepsi represents the younger generation of Coke and is a very clear example of brand positioning.

However, according to observations, in terms of the actual operation of the company, even if it is already in the country, or a certain industry has accumulated a high reputation, even the reputation of the company is not bad, careful analysis, many companies marketing methods and Brand positioning is often a deviation, and there is no match. It is worthy of our discussion here.

5100 glacier water, the stage is bad

The 5100 glacier water has been designated as high-end mineral water since its inception. This position is very precise. First, this water comes from the Everest Plateau, and second, it can be endowed with rich and mysterious Tibetan culture. Pollution-free glaciers melt water and have historical accumulation. Therefore, 5100 glacier water is a scarce, non-renewable resource that requires a certain amount of money to be enjoyed. Consumption of 5100 glacier water is a symbol of status and status in a sense, highlighting its own health awareness and life. The pursuit of quality. Obviously, through the above analysis, the target audience and access structure of the 5100 Glacier Water should be very clear. All marketing work can be expanded around these two points.

However, unfortunately, the 5100 has experienced deviations in marketing. This deviation is like wearing an evening dress to get down the field, and then gorgeous clothes can not reflect its high grade, because occasions and occasions to show off do not match . What is the problem with the 5100 marketing strategy? When the company's management layer pushes the 5100 to the market, it has adopted a free gifting strategy on the Harmony Vehicle in order to “mix familiarity” with the public!

Whether it is Dior perfume, Montblanc fountain pen, or LV bag, as a high-end or near-luxury product, it has never been heard that it will be given away for free or for consumers to try it out. Instead, they will always keep their scary, disdainful peers. Whoever I am, will always give you a sense of mystery about it. The "100% free marketing" strategy of the 5100 is precisely a taboo on marketing. Anything that is free will not reflect its high-grade nature. Because free things often give people an indispensable sense of value, which is not worth cherishing. Zhuoyue Consulting's teachers, because of the project's reasons, have received free 5,100 small bottles of glacier water for free on multi-kick cars from Shanghai to Nanjing and Shanghai to Hangzhou. Some trains simply put their 5100 glacial waters on the tail of each carriage, letting passengers pick themselves up and take one or two bottles or even more. Just think, this kind of marketing technique can cultivate the texture of high-grade mineral water? How can this original and scattered scene produce wonderful brand associations? Will the real high-end consumers have a good brand impression? No, they only have one association, that is, 5100 is a free product, is a gift product, it is a low-grade product! This marketing strategy and 5100 glacier water brand positioning is dislocation, the brand building is a deduction of.

Galanz VS open energy, addition difficult to do subtraction simple

It is not easy for a company to really cultivate a brand. It takes a lot of money, energy and time and it is a process of accumulation. If a brand is cultivated and consumers have high awareness of it, brand personality is also very clear. At this moment, if companies try to reform it, it is also extremely difficult. The consensus of the marketing community is that it is difficult to make a high-end brand a low-end and easy-to-reduce, such as 5100, and it is difficult to make a low-end brand high-end.

Galanz, which started with a microwave oven, almost everyone knows that microwave ovens have also been done to the extreme - the world's first. For Galanz brand DNA, it must be clear that everyone is low-cost, low-cost, low-cost, sweeping all competing brands at prices, controlling costs to the extreme, pushing down prices to the extreme, and maximizing sales strategies for gifts. In the era of Galanz founders Liang Qingde and Yu Yuchang, Galanz had repeatedly purchased promotional gifts worth 2,888 yuan for the purchase of microwave ovens, and so Galanz was dubbed the “price butcher” in the home appliance industry. It was a low-end, low-priced brand. synonym.

After Galanz Shao Shuai Liang Zhaoxian took charge of Shuai India, the overall transformation of strategy, actively repairing the relationship with competitors and suppliers, no longer taking the price war as the dominant idea of ​​enterprise development, highlighting the profit-centered development strategy, trying Reverse Galanz’s “low-cost, low-end” brand image and take the middle and high-end brand development path. However, the way to add this brand is simple, but it is not so easy. After several years of development, it is still not completely out of the "price butcher" image. Some people have mentioned Galanz and still believe that it is the spokesman for the low-end brand!

Do not know this metaphor is not appropriate, just as if a woman was born with a glorious, noble, extraordinary quality, but if you let her mix with a group of muddy children, long time, and will no longer Han Hua, style loss, Mortal beings. Shanghai Kaineng faces such problems. Realistically speaking, as far as Shanghai Kai Energy Environmental Protection Equipment Co., Ltd. is concerned, the terminal water purification industry in China is one of the few, regardless of its production capacity, management standards, and research and development level. The “Open Energy” brand was once determined to build China's top end, and wanted to be a “bench” in the water purification industry. It operated in the Shanghai market in advance and served the highest-end crowd at the villa level. Obviously, there is nothing wrong with the philosophy and brand positioning of the company. However, Mr. Sui Jianguo, Chairman of Kaineng Company, who repeatedly emphasized the “farmers in the industry” on different occasions, could not help but make people stunned!

There is no meaning to degrade energy, and there is no idea of ​​neglecting the peasant brothers. Marketing is only discussed from the perspective of marketing strategy and marketing strategy to give more consideration and reference to the business community. Since Kaiping's brand positioning is to be the highest-end brand of water purification, all your work must be focused on this positioning. So, what are the performance elements that can help high-end brands? Zhuoyue Consulting believes that it is a lifestyle, a temperament, a realm, an environment, and if it is more specific, it is a beautiful woman. Perfume, wine, violin, big house, sports car, golf ball, yacht, sunbathing, etc. are all examples. The peasant, he represents a class, represents the bottommost working people, and is a symbol of hard work. Although he hopes to plant seeds, what he presents to us is the state of work facing the loess and facing the sky, and if he enters If the city is a migrant worker, or if he turns from non-agricultural to non-agricultural, it will no longer be a “peasant” and his identity will be transformed. Therefore, to be honest, simply from the general sense of marketing research, we no matter how we associate, we can not link the word “peasant” with “high end” and “upscale”! Before the "peasants" had made any systematic arguments, just this sentence, and the Kai-Energy brand image has fallen a lot. Obviously, Kaining is doing brand subtraction, and it is the most taboo behavior of brand asset management.