Brand promotion is the process of shaping the image of an enterprise, its products and services, so that the majority of consumers widely recognize the series of activities. The main purpose is, to enhance brand awareness. According to statistics, the time required to promote a well-known brand in foreign countries is at least 3-5 years, and each year after the brand reaches a certain level of popularity, the investment also requires at least US$10 million for maintenance. After the brand has reached a certain height, it is necessary to carry out brand maintenance work, the brand can also maintain youthful vitality and market competitiveness. Today, we would like to introduce how to promote a brand, how to promote a brand?
How should brands be promoted and what preparations are needed for brand promotion?
1, Preliminary research
For enterprises, before carrying out network promotion, the advantages and disadvantages of their own products and competing products, the product's target audience gathered in which platforms, what is the core selling point of the product, and whether you have solved the consumer pain points and other issues need to be clearly researched in advance.
2,Planning program
In the custom network promotion program, the brand positioning and research results combined, in the information network promotion at the same time, and constantly strengthen consumer awareness of the brand, so that consumers in the purchase demand, the first time to choose the brand.
3, Information and promotion
Information propaganda that is, through various social media, to the community to spread the relevant information, with the propaganda needs. This information can stimulate the purchase of psychological, to achieve the purpose of corporate brand publicity.
4, Service publicity
Excellent service is an important means to promote the purchase of consumers. Consumers buy corporate brand products are generally to obtain the value of the use of the product, to obtain material satisfaction. Must be considered from the user's point of view, from the user needs to do a good job of image display.
How should a brand be promoted, how to promote a brand
1, Determine the positioning of the brand
Before the promotion must be accurate positioning. For example, Gree's air conditioners, e-commerce on Taobao, secondary yuan shopping B station and so on. Brand positioning needs to be considered clearly is what problems you can solve for the user? What core value can you provide? This is the root of brand positioning. For example, for three-dimensional push, brand positioning is a set of marketing and promotion tools, in order to solve the problem of difficult network promotion, so the corporate vision is to make the world no difficult to promote business.
2, Raise awareness
New products cut into the market, cannot be separated from the opportunity to create momentum. The direct effect of creating momentum is to make consumers understand the brand, prefer the brand, and gradually achieve brand status. The main ways of creating momentum are Advertising. When a new product is introduced to the market, the majority of it cannot be done without the cooperation of advertising. Advertising is a powerful tool for raising awareness and shaping the personality of the brand.
Public relations. Although advertising plays a major role in the launch of new products, its limitations are becoming increasingly apparent. The main reason for this is that advertising has become so overwhelming that millions of dollars of investment in advertising often goes down the drain. The success of some brands is largely due to the use of public relations to generate news and raise awareness quickly. The PR tools available to companies include: news-making, such as creating news about hot spots of public interest, consciously linking celebrities with corporate organisations or brands and creating news by doing so, and making use of traditional festivals and other PR activities to create news.
Internet publicity. Network publicity is different from advertising and public relations booster, network publicity has a low consumption effect, nowadays the consumption of the way gradually to the network development, to carry out the promotion of the brand cannot be separated from the network publicity. Network publicity can be used to promote the press, build websites, create topics and other ways to promote. International brand network based on network brand promotion, with a set of perfect and effective network promotion methods, can help enterprises to better network brand promotion.
3, Discover potential customers
If you want to get some results in brand promotion, remember not to ignore the potential user group. After finding out the potential target user group and then further refinement of the collective analysis, such as age, gender, geography, education, income status, interests, Internet, shopping habits, etc., and then further according to the results of the analysis of the target group to develop or adjust the network implementation plan.
4, Form good interaction with customers
Today's customers have been forced to accept corporate information from former times gradually turned to a two-way communication method, so the enterprise in the brand planning and implementation stage, not only to pass information to customers, but also to actively listen to customer information, to understand their deep-seated needs and experience of the use of products, and then to improve the sensitive implementation of the program, to meet the needs of the target customers' minds.
5, Continuously improve the prestige of the enterprise brand
The customer's concern in addition to the brand quality and quality of production, but also more concerned about whether the brand has prestige. Therefore, enterprises can write some brand-related press releases, released to the prestige news website. In this way, when users search for information about the brand on the Internet, they can see the prestige news statement, which will build a stronger sense of trust in the brand, thus establishing a prestige image in the minds of customers.