Brand management in recent years have just been the subject of attention, because of the lack of research and practice, Chinese enterprises in brand management and widespread weaknesses, I felt in years of research, the plan from the brand to brand management actions at all levels of the response to these weak links in the "remedy", summarizes a set of concise specifications "8B" brand planning and management system, as it involves protection problem, temporarily unfit to open, the author believes in some vulnerabilities published jointly with the industry.
Brand planning management dimensions of vulnerability
1. lack of strategic awareness
Lack of awareness of the brand strategy, performance in only make money, not to build long-lasting brand awareness. Such a concept would lead to brand from infrastructure to promote actions lack specification system. Lack of strategy, performance in get rich quick. Former anxious: missing system market research analysis, blind, hasty phenomena are common. After a steep, will see benefits on several months no benefit will be removed.
Listen to an expert about China doing business and doing business abroad, said: we are the rabbit, do not go out at once if channeling will retreat and abroad is the camel approach, consider what to do after 5 years. Based on China's national conditions, foreign brands in China will invest five years but at least consider 2-3 years, but we only consider this year, how much you want to finish this year. As markets mature and norms, the rabbit will gradually, we need to strengthen strategies, otherwise, even if the last 2 years we made money, but after 2 years may market is lost to someone else.
2. lack of systemic
Lack of strategic awareness brand operation must not be system, and brand management is a systematic project, and our many enterprises generally believed that as long as the name, design a package, the entire sentence advertisements is OK. This is a big mistake.
According to the temperature of Tao's "8B" brand planning management mode, in addition to the basic market planning, divided into 8 sections: target market positioning, brand attributes great selling points, refine and define the core values of brand, brand architecture, brand recognition system planning, branding, communication planning, brand image viewing, etc. "8B" system is characterized by its simplicity, normative, systemic. The enterprise market behaviour into brand management system standard operation. For example, in our system, such as the name, image design, etc. just belong to brand recognition system, like the product's industrial design we also incorporate brand identity system integration, we often handouts customer product improvement, because we know that the product is the most basic one brand recognition, such as Nokia phones, Mercedes-Benz, BMW, Volvo, Apple computer, long-term brand will have its own distinct product appearance recognition.
3. lack of brand architecture planning
If the brand architecture planning for small business customers not to consider, then, our many medium and large enterprise groups are also ignored. For example, our local daily leader sculpture, beverage leaders wahaha, category, product, enterprise development and growth, as the brand architecture for planning are not in place, resulting in the brand's core values of serious deficiencies, collapsed, chain, the brand as a brand development risk.
Brand architecture management come from the enterprise's business strategy, direction and strategy for products based on business combinations, portfolio, etc. Therefore, brand management, starting from the product from the market dynamic monitoring continuously discover new machine started. But our product development is still stuck in the last century, the former is not combined with market demand, regardless of the brand architecture planning?
In 2003, in the old million energy technology companies, based on competition, we have introduced the four residential boiler on competing products, the "siege", product features, "who says the irritated is beautiful," a US Crown it with "Li", "province coal is money" section we crowned with the "clean energy", "burn completely, Super thermal" paragraph we crowned with "super", "fiery heart inside the ', '" look elegant a we crowned with the "elegance". Image relevance of brand name has enriched the selling point for brand architecture is very clear: "to" series of four new products hot market, greatly contributed to market norms and expansion.
4. brand attribute location confusion
Brand attribute location is the basic premise of brand management, responded "I do". Name brands such as life, describes a person, very basic introduction to the generally goes like this: this is Mr. Wen Tao, specifically do brand management. We do brand in do? we generally know to promote the brand name — what I often forget about, but I do.
Property location in Fuzzy from business-to-brand brand extension of jumbled, cause brand, brand attributes of collapse, such as wahaha, beginning as we all know is do children drink, then know is do drink now? has gradually started to blur, losing individuality, and we the following talks to, missing personality of the brand is not long.
5, core value concept of fuzzy
As a person, brands must have their own thoughts. If the brand attributes as a brand in the industry to find its location, the brand concept of core (value) is defined as a brand in consumer ideology to find its place in. Our brand often lack core value concept of consciousness, the more stuck in ads, slogans to consider the issue. This often results in Lao has empty tasteless slogan. For example, our shampoo industries:
Hall of Fame is dedicated to all lovers love life, love lafang lafang Li Tao, beautiful life, Tao trust-Ting-Ting with letter, good mood Philco leap unlimited, I have some flying song Te flower show youth friends
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