19th Hardware Fair Review: Brand Planning Needs to Be Improved

From March 9th to 11th, the 19th China International Hardware Fair, which lasted for three days, has come to a successful conclusion. In this year's Expo, in addition to previous exhibitions of old brands, emerging brands have increased significantly. At the same time, new and old brands have significantly improved their brand awareness. But unfortunately, regardless of the old brand or the new brand, its efforts in overall planning are obviously insufficient, and the situation of rushing for success and meeting on the grass is everywhere.  

For example, a new brand only puts several products with better sales on the market as trademarks, and its own brand features and product lines have not been established to start special exhibitions, or just for exhibitors, the overall branding in 2011 is still a piece of Blank and so on.

Peng Baoquan, chairman of China Wujiao Business Association, pointed out in the process of inspection: "The awakening of brand awareness is a good phenomenon, but hardware companies still have many shortcomings in brand overall planning and overall marketing, and need to be further improved and improved. China Wujiao Business Association makes full use of the resources of the Association to provide services for member companies and industry enterprises to jointly promote the development of the hardware industry."

As a weapon of enterprise development, brand marketing cannot be copied. However, if you do not prepare well before brand marketing, it will result in the embarrassing situation of “poor brand anti-risk ability and profit bottom”. Why are so many brands short-lived around us? Why is the price much lower than the foreign brand name? No one cares about it? It is imperative to do a good strategic planning of the brand.

The following is a rough collection of brand planning materials for industry colleagues to refer to:

(1) Planning a brand identification system centered on core values, and guiding all marketing communications with brand recognition

1. Conduct comprehensive scientific brand research and diagnosis, fully study the market environment, target consumer groups and competitors, and provide informative and accurate information orientation for brand strategic planning decisions;

2. Based on brand research and diagnosis, refine the core value of the brand that is highly differentiated, clear, easy to perceive, inclusive and can touch the inner world of consumers;

3. Plan brand recognition system centered on core value. Basic identification and extended recognition are the concrete and vivid core values, making the connection between brand recognition and corporate marketing communication activities operable.

4. To identify and promote the marketing communication activities of the company, so that every marketing communication activity will convey the core value of the brand, the spirit and pursuit of the brand, and ensure that every marketing advertising investment of the enterprise is added for the brand. Brand assets are accumulated.

5. Develop the goal of brand building, that is, the target system for brand equity improvement.

(II) Preferred branding strategy and brand structure

An important part of brand strategy planning is to plan a scientific and rational branding strategy and brand structure. In the context of a single product, marketing communication activities are carried out around the promotion of the assets of the same brand. After the product category increases, it faces many difficulties. Is it a brand extension or a new brand? With the new brand, how is the relationship between the original brand and the new brand coordinated, and how should the relationship between the company's total brand and each product brand be coordinated?

This is a subject that is very complicated in theory and has great difficulty in the actual operation. At the same time, for large enterprises, a small decision about branding strategy and brand structure will be amplified in the form of multiplier effect in every aspect of the enterprise operation of hundreds of millions or even billions of dollars. Benefits have an incalculable impact. Many domestic enterprises are not scientifically grasping the branding strategy and brand structure. When developing new products, they have turned over the ship on the wrong decision-making on this issue, not only failed to successfully develop new product markets, but also tired of old products. promotion of.

(3) Carrying out rational brand extension and expansion, making full use of brand resources to obtain greater profits

The reuse of intangible assets is cost-free. As long as there is a scientific attitude and superb wisdom to plan the brand extension strategy, the intangible assets of brand resources can be fully utilized through rational brand extension and expansion to realize the leap-forward development of the enterprise:

1. Refining the core value of the brand with inclusiveness and pre-emphasizing the pipeline of brand extension

2. How to seize the opportunity to carry out brand extension and expansion

3. How to effectively avoid the risk of brand extension

4. How to extend the product's core value and major Lenovo and enhance brand equity

5. How to successfully promote new products in brand extension

(4) Scientifically managing various brand assets and accumulating rich brand assets

Create a strong brand with clear core values ​​and personality, rich brand association, high brand awareness, high premium ability, high brand loyalty and high value, and accumulate rich brand assets.

First of all, we must fully understand the composition of brand assets, and thoroughly understand the various indicators of brand assets such as popularity, quality recognition, brand association, premium ability, brand loyalty and their relationship. On this basis, combined with the actual situation of the enterprise, the brand equity goal to be achieved in brand building should be formulated, so that the brand creation work of the enterprise has a clear direction, aiming at it and reducing unnecessary waste.

Secondly, under the principle of brand constitution, creatively plan the marketing communication strategy of low-cost brand equity around the brand asset goal.

At the same time, it is necessary to continuously check the completion of the brand equity improvement target and adjust the next step of brand asset construction goals and strategies.