In marketing activities, companies want to be the brand of the product. The goal is to earn the value that the brand can get in the market. Selling products and selling brands seems to be two concepts, but they are integrated in the operation process, that is, the products are sold and the value of the brand is obtained. What can't be ignored is that the products are marketed in the market after they are produced, and the brands are accumulated in the marketing process of the products, not produced in the factory. Therefore, the process of brand building is the marketing process of products.
It is not that the brand has value in all time periods. In the initial stage of the product, that is, the product introduction stage, the consumer is based on the product's benefit identification. At this time, consumers must first understand the benefits of the product, and then accept the product. If the consumer does not accept the benefits of the product, we have no meaning in premature brand building. Therefore, in the introduction stage of the product or the primary inspiration education stage of the market, the value of the brand is very small.
When is it suitable for a brand?
At the top, the brand's cognition is when the product market begins to grow. At this time, due to the purposelessness of market selection, the brand awareness is large and there are many opportunities for choice. As the market expands and the product grows, the greater the brand's awareness, the greater the market share.
We can explain this by Changhong's example. In the 1990s, Changhong Color TV was an unknown small brand. In the face of competitive pressure, they resolutely started advertising. At that time, there were dozens of color TV manufacturers in China, and each province had its own brand products, and most of them were produced on the basis of previous arsenals. However, due to historical constraints at the time, few companies were aware of the role of marketing and advertising. In that case, Changhong's products were somewhat unsalable. In the face of inventory pressure, the company decided to get out of trouble. This time is the growth period of China's color TV industry. All enterprises have little pressure to sell because they only aim to meet local needs. Therefore, no company realizes that it can expand its scale at this time, and Changhong has started advertising in order to solve its own difficulties, and the advertisement has started. In a short period of time, the products are not only out of stock, but the market size of Changhong has expanded dramatically.
The reason is that the market at that time was just in the early stage of the rapid growth of the product. At this time, Changhong’s behavior made the market size of the enterprise.
The second point is that after the end of the product's growth period and entering the maturity stage, it is a segmented brand. How to call the brand of separation? Because every brand has its own brand concept and interests, is a brand active or steady? Is it a feeling for consumers or a desire? Is it by value to win or to win? They all have their own brand concept. Each concept corresponds to a group, not to all people. When this group is a relatively large group, it is a segmented brand.
Standing in the mature market or having one's own market, it has its own position in the minds of consumers, which is the position of the brand. If the brand is only a simple cognition at the maturity stage, it is not easy to have a position in the consumer's mind, and other powerful companies will take the opportunity to take away the consumer's emotions. For example, a person has a very distinctive personality, and this feature is very easy to be recognized. That is because the personality is outstanding, easy to remember and the impression is deep. If this person's personality is not clear, it is not easy to remember. In school, if a classmate is not bad or not good, without any characteristics, stable and stable, he is less likely to attract the attention of the teacher, and it is less likely to attract the attention of the students. Therefore, the brand must have its characteristics.