The short-term result of business operation is sales performance, and the long-term result of business operation is the brand, and the brand is the moat that keeps the business alive. For example, it is almost impossible to break into the cola market now, because the brand effect of Coca-Cola is too strong and the moat is too high, which is what brand management brings.
02.The key to brand management is to establish a "brand equity compound interest concept", that is, to consider both today's income and the long-term compound interest effect brought by this income. Not only let the income do addition, but let the income do multiplication, so that every business behavior of the enterprise is precipitated into the long-term brand equity of the enterprise, forming a compound interest effect of operation, so that every behavior today can not only harvest today's performance, but also have compound interest discounting in the future. Therefore, brand management is a process of gradual reduction of marginal costs, and the result is that the operating costs of your business are getting lower and lower. 03.The ownership of the brand is a consensus, and the reason why a star is a star is because she has formed a consensus. The reason why a brand is a brand is also because it has formed a consensus. It is because there is a group of people who have a common understanding of him, so based on the idea of "starting with the end", this should also be a place for a brand to start. Therefore, in the early stage of brand building, we try to borrow consumers' existing cognition to design brand assets such as brand naming, logo design, and slogan creativity.
04.Behind the brand is the explosive product, first there are explosive products, then there are brands, and the brands without explosive products are all fragile brands, with a good skin. The best way to make a brand is to sell products on a large scale, make products into explosive products, and use explosive products as a communication, which is equivalent to putting advertisements in consumers' homes. 05.Brands solve the trust problem of business transactions, and companies with brands are more credible and have lower transaction costs. In particular, the higher the unit value of a product or company, the more dependent it is on the brand because the trust threshold is high. Every enterprise has an intangible credit account, and only by continuously accumulating your own credit assets can you continue to reduce the transaction costs of the society. 06.Brand is a constant commitment to consumers, frequent **, is the poison of the brand, once the consumer does not promote the Xi of not buying, the brand's commitment mechanism will be invalid. Of course, it is not that a brand should not be the best, but it should be famous, and it should be rhythmic, not too frequent.
07.The shortcut to building a brand is to "create a new category", establish a new battlefield and form a new blue ocean through new categories, so as to become the first choice of users on the new track. Especially when you create a trending new category, at this time, the brand takes advantage of the category to quickly enter thousands of households. 08.To build a strong brand, you need to have two values: first, focus. Focus on only one thing, and the perception of the outside world is very accurate and clear;Second, persistence. With long-termism, continuous accumulation and continuous improvement, we will become the first in this field.
09.To be a brand, you need to focus, but the focus here is not to focus on a single product, but to focus on a business theme. Because a brand is like a money printing machine, you have worked hard to build a money printing machine, but it is a pity to print only one kind of coin, so that the brand can make the business endless. 10.Not all products have to become a mass brand, focusing on a customer group, focusing on a region, focusing on a subdivided category, doing deep and thorough, and making a brand in a niche circle is also a small and beautiful cause.
11.Not all brands are formed by large-scale communication, especially low-frequency consumer goods, which consumers will only pay attention to when they buy. It's hard to build a strong brand through mass communication, because consumers don't have to remember a brand for a small category. Therefore, the decisive point of low-frequency consumption lies in the terminal, and establishing cognition in terminal sales and forming repurchase is the right way to build a brand. 12.The best way to build a brand is to integrate quality and efficiency, and build a brand in sales, of course, this does not mean that you only consider sales, and do not consider the brand. Instead, it is necessary to integrate brand building into the sales process, and design brand equity before selling, and sales is to consciously disseminate brand equity. Creative promotion measures at the sales terminal, while selling while spreading brand awareness, this is the integration of quality and efficiency, otherwise it is a simple sale, and there is no way to form the superposition effect and accumulation effect of cognition.
13.The biggest strategic asset of a brand is to be able to occupy a category, which is a huge strategic asset. A brand's biggest cognitive asset is a brand name and brand symbol, which are the piggy bank of investment.
14.The most valuable brand is the category brand, when consumers think of a certain category, they can think of you first, forming a category authority and category purchase. The category brand is like a strategic sickle, and the customer needs and products related to this category are quickly harvested through the strategic sickle of the category brand.
15.The relationship between the brand and the explosive product is: the explosive product achieves the brand, the brand empowers the new product to become the explosive product, and the best brand is to become a black land that produces explosive products. The brand and the product should form a positive cycle, blessing and driving each other. Use a popular product to create a brand, and use the brand to drive the sales of the second new product. After the second new product becomes a popular product, it is equivalent to improving the nutrients of the black soil of the brand, and planting another crop (new product) with the black soil of the brand will once again enhance the nutrients of the black soil of the brand. In this way, the explosive products bless the brand equity, and the brand equity empowers the promotion of the explosive products, so as to form an endless benign operation. 16.The key to building a brand is to be consistent. A consistent discourse system;A consistent symbology system;A consistent product theme. Because it remains unchanged, it can be accumulated and stored as brand equity. This is the power of repetition, the power of persistence, and the power of accumulation. Therefore, the culture of doing a brand is the knowledge of being a person and doing things, if a person insists on doing one thing and insists on it for a long enough time, it will naturally become a brand.