What brand strategy to small and medium enterprise

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What brand strategy to small and medium enterprises?

In recent years, energy, raw materials, labor, land and other factor prices rising, sales of products in the market prices are declining, to the enterprise of endless troubles. So companies began to realize the importance of the brand of this intangible asset, but also began to learn the knowledge about the brand. However, there are still doubts about the many businesses: small and medium enterprises can bring the brand in the end what effect?
This is because enterprises may have started building brand awareness, but still do not know why they know these brands, so the brand can bring what to the enterprise is not very clear. Found in actual combat and research, brand strategy can effectively reduce marketing costs for SMEs.
effectively reduce the cost of the brand marketing strategy is a good strategy
mentioned strategy, a lot of people think it is something illusory, and that is what large companies, is a luxury game, not suitable for many Chinese companies are in the pursuit of long-term interests, just like castles in the air as visible or touched, let alone a brand strategy. They think that brand strategy is only the slogan of those things, there is no real value, and many companies give you give on how to implement the brand strategy of retreat, the lack of real support. In fact, this is a misunderstanding of the strategy, we can imagine, if strategy is not built on the basis of short-term interest, then, how about 5 years, 10 years of strategy? Another is they do not know how to brand strategy for real strategy or landing, only to see the report to provide the content of those principles.
more of our businesses may be more concerned about the complete sales and profits for the year, more concerned about the continued survival of the enterprise, like after a certain accumulated consider strategy, brand strategy. And many companies simply do not know, the lack of long-term planning and the simple pursuit of short-term interests, easy for business in development in a backward position.
We have a business service, they come to us for strategic advice mainly from their previous visit to Zhejiang's a business and feel the difference, because the late eighties and nineties in the middle of Zhejiang's enterprises often our services business as a benchmark, often over the inspection of personnel and learning. However, the Zhejiang enterprises in the late nineties, the entire group of companies in strategic planning, based on long-term interests in the short-term interests, while taking into account the results achieved in recent years rapid development, have become the benchmark of our service business, this time we service enterprises realize the strategic importance of our cooperation started.
In fact, only a long-term strategy, taking into account the interests or short-brand strategy is the best strategy, but only for long-term planning, short-term problems rather than solve the enterprise, it can not be called strategies.
during our brand strategy consulting, we must integrate with the enterprise resources, to fully consider the businesses with limited financial resources and strategic management. Can not be empty for large enterprises to provide conceptual planning, can not just do the actual situation of fully integrated strategic business planning.
consulting experience has taught us that the concept of planning large virtual brand strategy, or planning only for the current resource situation of enterprise brand strategy, are the companies responsible.
We believe that brand strategy for enterprises to provide services for the business plan should be a more comprehensive brand strategy, at least beyond the company's existing capacity, then the business plan to achieve this In this way for enterprises to provide the overall strategic vision of the brand, but also to take into account all stages of the current business interests.
brand strategy to reduce marketing costs, performance
those who believe that the essence of brand strategy; the other hand is a big business or multinational corporations, Brand strategy to reduce marketing costs was mainly in four aspects:
(a) the very differences, and improve brand recognition, you can cost-effectively and clearly in the minds of consumers, rich brand association.
We know that the success of a brand evaluation criteria: to see the brand have a clear, rich, differentiated brand association, as consumers need to recognize a brand is made a lot of information integration.
Therefore, the core values of the brand with the power of differentiation, but also has a complete brand identity system, so that you can from multiple angles and at different levels to describe the inner world of the consumer a rich and focused direction with an effective brand message to form the distinctive brand of contact, allowing consumers to purchase a product, through the association with the differences quickly to make a purchase decision.
then certainly some people think that wealth transfer needs of the brand information is a high cost.
the contrary, as long as we can make a difference and improve the brand core values of the brand identity system, commander of all marketing communications activities to be low-cost brand strategy.
because the difference between the core values of the brand itself attractive to the case of very low cost to complete the attraction the attention of consumers. For example, in the marketing Hollyland cake consumers feel that pick up. While we look for other ways to appeal to the rational consumer sublimation, located in the In addition, because a sound corporate brand identity system can pass the different levels of external exposure to brand information, there are core values that focus on the direction of the brand, but also to low cost consumer brand recognition of brand identity, thus the formation of consumers clear, rich , personalized brand association.
(b) of the outstanding brand strategy to enable enterprises to pay the original cost of the brand to do the addition, thus effectively reducing the cost of brand building brand strategy requires
all the business activities of enterprises, in particular, marketing activities are to focus on brand communication Expand recognition system that any business activities or marketing communication activities should be interpreted, or interpret some of the core brand values or brand recognition.
both product development, production process, quality of ideas and requirements, packaging design, product portfolio strategy, pricing strategy, channel planning, terminal planning, the construction of the terminal vivid, TV commercials, newspaper ads, promotional items, promotional Duitou and communicate with consumers any opportunity to have a core brand value to the interpretation or some can enhance the brand image of the relevant sales or brand recognition.
In fact, the above-mentioned content, and marketing of these business activities, even if the case is not the brand strategy, companies also carry out activities related to these costs the same to be paid, but not these daily activities conducted only under the command of brand strategy.
The result is that some routine operations or marketing activities for the brand made additions, and some may brand subtraction, resulting in brand equity can not guarantee an increase over time, it caused some sense of enterprise resource waste.
And if companies can implement the brand strategy to the real day to day business operations and marketing activities to allow brand core values of the center commander in chief of corporate brand identity system for daily activities, so that consumers at every contact with the brand when they feel the core values and brand-related information, which means that enterprises can invest resources in each sub-brain that enhance the consumer's brand and brand recognition for the contribution of the core, and then left a deep in the minds of consumers memory.
other words, brand strategy can not increase investment and marketing business into existing business circumstances, be made for the cumulative effect of brand equity.
example, packaging, advertising, POP, store the image of the decorative style is to show the brand's core values,[link widoczny dla zalogowanych], but also reflect the brand has been planning a good temperament; access to some of the technological breakthrough in the enterprise, or what honor (and the market position related) when the enterprise is supposed to run through the ad / soft paper and other forms of targeted publicity, which can reflect the status of the brand recognition. Neither allow enterprises to pay marketing expenses, and effective delivery of the brand-related identification, as did the accumulation of brand equity contribution.
So, we talk about excellence in brand strategy to enable enterprises to invest and not the same as before the implementation of the cost of brand strategy, and even less cost, as the brand's value has increased, and the ability to take into account the current business interests to be promoted.

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