Why brand operation, what is the significance of brand operation?

Brand operations

一、Why brand operation, what is the significance of brand operation?

（一）Increasing market competitiveness

Whether for the brand or for the enterprise, to develop must establish the independent brand, no brand products and enterprises, like the fish without water, lost the space for growth. Products and enterprises without brand, although some gain short-term benefits, but with the passage of time and development in the market, will increasingly reflect its drawbacks. Therefore, enterprises should establish brand awareness and promote the key to the future market competitiveness.

（二）Improving customer loyalty

With the development of economy and social progress, people pay more and more attention to the quality of products. Most people tend to pursue "brand goods ", and influential brands tend to be more favored by consumers. On the contrary, products without brands, even if the packaging is no matter how gorgeous, the price is reasonable, can not get the long-term trust of consumers. Therefore, it is very important to cultivate consumer loyalty to brand to cultivate consumer trust.

（三）Enhance brand profits

Profit = product profit + brand profit; product profit often comes from product value, brand profit comes from brand value, an unknown watch sells 50 yuan on Taobao, consumers generally think it is very expensive. If the watch is crowned Rolex, Casio and other brands, this time Taobao sales 500 yuan, some consumers will feel very cheap. The high brand profit outside the product profit, the essence of promotion is the final profit, thus realizes the indirect profit goal, this is one of the important significance of shaping the brand.

（四）Building the vitality of sustainable development

The sustainable development of the brand. An enterprise only builds but does not shape the brand, finally is not long-term, in reality there are too many practical examples to prove that even if the enterprise after the establishment of the brand to achieve a large progress, not to put the brand culture, spirit, concept into practice, It is also impossible to persevere.

二、The first step of brand operation: how to establish brand

Corporate name, logo, packaging and invisible corporate culture, service philosophy, etc. This part of the work is mostly done by founders and core employees

（一）Brand positioning

There is no best brand, only suitable for their own, brand positioning should not only be clear, but also correct, in line with their own brand, enterprise status quo.

Starting from the product and service, planning the development direction of the brand, based on its own reality, according to the six dimensions of brand positioning scientific positioning.

1. market

2. price

3. image

4. geography

5. population

6. channels

（二）Brand Composition

1．Surface factors

 Tangible display: intuitively brings consumers visual and sensory feelings and experiences, thus forming a preliminary impression in consumers' cognition.

1. name:

2. trademarks:

3. products:

4. services:

5. ad:

2．Deep factors

1. culture:

2. philosophy:

3. consumer appeal:

4. core competencies:

三、How to carry out brand operation?

（一）Brand promotion

1．Increased exposure

Let their own brand exposed, let others know you, increase brand awareness; combined with different ways of publicity and promotion, through enriching their own brand image, catering to consumer pain point, ultimately accepted by the public.

2．Refining highlights

Physical properties: the same product is better than others formula; the same price is better than other materials and so on;

Product story: for example, the founder is a senior backpacker, has been to dozens of countries, although the product and travel agency, but are all the founder's personal experience screening out

Halo effect: the product has been used by star users, such as a popular star travel with the same section, this product can be sold more expensive; or the product has been invested by well-known institutions, even investment institutions are optimistic about the product, can not be used;

Many bright spots do not seem to be strongly related to the product, each bright spot is the basis for users to pay, but also a good basis for communication.

3．Needs addressed

The birth of each product must come with demand, whether real or false. To solve some of the needs of current users is the value of the product. Only with the ability to solve a certain problem can the product do a good job of marketing and its own brand.

For example, the birth of custom tour is aimed at the characteristics of travel agency traditional group tour is not independent, not deep enough, specifically to solve the travel needs of high-end users and deep tourism users; For example, the birth of shared bikes, even if criticized as a waste of resources, but still can not deny solving many commuters the last kilometer of travel problems and so on.

So before doing the brand, think about their own products, what problems have been solved. This problem can be holistic or a small problem solved by a small function, which may be recognized by the user. For example, many competing products, perhaps just a better point, enough to impress many users.

4．Development direction

Product long-term planning and progress, is the long-term means to achieve enterprise value.

Take Apple, for example. Now we're talking about Apple, talking about Jobs, telling a lot of cases and scenarios, telling a lot of product manufacturing stories and details to show how great the product is. But if you return to the beginning and look at Apple's generation of mobile phone products from now on, both iPad、iPod、 and iphone, estimates will feel weak from function to design experience.

What does this example illustrate? It shows that even if a killer feature helped Apple rise rapidly, it really made Apple a product that still makes people feel powerful, because from the beginning, Apple had a clear planning and iterative rhythm for product development. And step by step to achieve, so we have today's understanding of the apple.

So for most products, whether it's imperfect or looks good, it still needs to grow and progress to win in the future.

5．Innovation

To undertake the previous one, to maintain product strength and enhance competitiveness, the best two ways, one is to clarify the direction of the product iteration, the other is to continue to innovate based on the product. With regard to innovation, many people will feel that it is a project that costs a lot of human and financial resources, sometimes it may be, but there are also examples of great success with a few changes.

Internet products are the most obvious example. Many foreign Internet giants have failed to succeed in China in the early years. Whether it is e-commerce or social products, Ali and Tencent can win the final victory. Many people owe it to localization. In fact, in my opinion is essentially product innovation. After all, so many imitators in the same period, why only they can succeed, this is behind the "successful products" localization innovation.

For example, once a successful marketing of a cold medicine —— white plus black, white tablets during the day, black tablets at night, the cost is not high, but achieved great success.

Of course, the premise of this kind of innovation is that we need to have in-depth research and understanding of the industry, and have a deep insight into the users and their own products in order to know where to do innovation, rather than blindly innovate for innovation.

（二）Brand Operations Strategy

1．Comprehensive nature of operations

The impression of the enterprise in the "mind" of everyone who contacts the brand, investors, employees, employees' families, media, government, customers, upstream and downstream resources, peers.

2．Operational stability

Brand's most important characteristic is "consistency "—— Brand in the operation process, time and space two dimensions, each customer in" different time "and" different space "contact brand temperament and content is consistent. Brand operation focuses on the word "operation ", and the most important thing in operation is" stability ". Whether it is product operation, brand operation or community operation, the word operation represents only one ——" spiral rise ".

Operation method "steady win ", do" time friend ", each step is in one direction, keep moving forward, not afraid to walk slowly, afraid of diametrically different.

3．Operational process product

The only way for any enterprise to survive is to produce products that are constantly strong. Will the product development, production, sale of the product, will do the public number, micro-blog also product, whether the user's needs have been considered, is the process of continuous dynamic iteration?

Product strength has been done, your products and brands with their own "communication attributes ", and naturally become a popular" user perspective brand "—— so how to practice "product power" it? Here's the secret —— You need to turn around an idea, every step of you is to meet the needs of the user, to see it for the end user, not just for your R & D staff, to open your mind, how to get the user involved and meet the needs. If you think about this, the product force will come.

（三）Common operating methods

1．Story Packaging

Spread the brand by wrapping the founder or company's product development process into a moving story and then telling the story to the audience. Usually, such contrasting stories as founder losers counterattack, overseas returnees giving up hundreds of millions of dollars to start a business, etc., are the most eye-catching stories, as well as various nitpicking and details in the process of product development.

2．Branding activities

Brand activities are generally in capital investment, duration, influence are relatively large. For example, Tmall's annual double 11 shopping festival, Honor of Kings' s e-sports competition, annual chinajoy game show, Baidu World Congress and so on, are very good brand activities.

3．Brand advertising

This approach is probably the most common and more expensive. To put it simply, it is to put ads on various media, but this advertising is also divided into a variety of ways, the most common is hard wide, advertising and advertising sponsorship these three kinds.

4．Public welfare events

Promote your brand by doing good, set up public welfare departments to deal with these things, including public donations, launch some public welfare products, launch public welfare activities, and subsidize children in poor mountain areas to go to school. Donate Hope Primary School, etc.