The MBA management: strategic brand management of the three basic thoughts

MBA management: the enterprise brand value is produced through the interaction with consumers can bring more benefits to both companies and consumers. In this sense, strategic brand management is the main driving factor of the enterprise and the consumer interaction, because the core of brand management is through the brand strategy implementation to meet the needs of the consumers, improve consumer perception and experience the value of products, so as to improve the brand influence and brand value of the asset.

 

 

 

Is defined based on the above ideas, the latest brand can increase the functional value and symbolic value (value added) the name, symbol, design or logo, etc. The brand is the core of can make consumers remember information (value) and prevent competition rivals to imitate.

 

 

 

Successfully created a brand, is to bring value to consumers, and this value just is the real reason for consumers to buy, the result also can bring profit. Today for many companies, the connotation of the brand to a certain extent, but also reflect the enterprise culture, that is to say, the brand is not only the tool of foreign (consumer) sales, but also the management of internal (employees) moral power. In brand management, brand is the fundamental motivation arouse consumers repeated consumption, without the brand, the same enterprise, there is no soul, will lose vitality.

 

 

 

What is the brand value, many experts and scholars in different time gives a different answer, including psychological interpretation from the consumer has certain representativeness. From consumer psychology's point of view, brand management is to strengthen consumer purchase, use the brand goods what consciousness (brand), it can represent what taste, preference, what class, what lifestyle, what identity, etc. In simple terms, the brand is a symbol, enterprise this symbol must be endowed with the connotation, make consumers a sense of belonging, this is what I want, and not be superficial.

 

 

 

When it comes to brand value or symbolic meaning, in which it is important how can brand personification. Personification is an important part of brand symbol system. International popular consumer brands are generally able to personification, the brand is about 10% ~ 15% in China can be personified. To shape a brand personification, is to show the brand in the gender, professional ability, age, hobbies, tastes, values, etc. How can show a personal ability characteristics of the brand? Mainly through image ambassadors. Only angel image of body language to convey what he's doing, do what, what you need, the pursuit of what, he is going to participate in activities, he has to participate in activities that his social scene, etc., in short it has symbolic significance in affect consumers. This means that brand meaning is determined by the consumers' cognitive and affective interaction. Provided by the brand success or not depends on the brand value can meet the demand of consumer personality and ego.

 

 

 

Brand value form the advantage of the enterprise. After the company was founded, the brand is because the quality of formed the intangible service, or business location. In fact, now many Chinese companies have met such a bottleneck: brand shaping after reached a certain degree, cannot ascend to the high-end, more deep connotation of the brand and the value of the brand or symbolic significance is not reflected, so consumers for brand stage also stay on the recognize card, can't rise to the value experience stage, so it would not make the brand to produce more benefit. So today China's labor costs and rising raw material costs, if not the implementation of brand strategy, not to raise brand value added, I'm afraid it is difficult to stand out in the fierce market competition.

 

 

 

At present many enterprises in China's strategic brand management is most lacking in understanding of consumer demand, now 80, 90 after the consumer as the main body in the brand consumption, operators and understand this. So a brand positioning for the enterprise and enterprise core competence, the separation cannot be based on their own core capacity planning brand positioning and differentiation strategy, enterprise brand construction didn't also can combine with enterprise core competitive ability construction effectively, resulting in dislocation and absence of brand development, lead to enterprise's brand value growth is slow, enterprise development.

 

 

 

Based on the understanding of the brand or symbolic meaning, in the future strategic brand management has three basic ideas.

 

 

 

First, accurate brand positioning, for the target customer service

 

 

 

Brand value of ascension must have a clear target audience concept, establish the concept of service for some people. For companies, your product is not sold to all the people, but is limited to this enterprise the selected target customers (i.e., to service the portion of the niche). To calm down and seriously study the some deep level demand, focus on the limited resources to do their job, and according to the target customers' real demand and potential demand to determine the differentiation characteristics of enterprise products, so as to set up a distinctive brand image, form a distinctive brand positioning. To impress after 90, it is necessary to deeply understand their, insight into the potential of their psychological needs, from their values, emotional needs, consumption idea, preference for brands and products, establish perfect communication mechanism, pricing strategy, content and channel. Rather than simply concluded that they are trendy, cool and fashionable pursuit, will rush to meet, so you don't succeed is inevitable.