1/Overview

BrandPromotion refers to the series of activities that enterprises have to shape their own and product brand image, so that the vast number of consumers widely agree. Brand promotion has two important tasks, one is to establish a good corporate and product image, improve brand awareness, reputation and characteristics;

2/Content

Brand Core/

Brand Communication Object Portraits/

Branding appeal ranking /

Product line planning/

Phase Promotion Strategy/

Promotion style management/

Spreading advertising codes/

Marketing Execution of the Year/

3/Method

a/The "triple theory" of branding:

The promotion method is to consumers and products of the emotional factors as the fundamental, take step-by-step strategy, and each has its own focus, in order to try to long-term and successfully shape a brand, successfully promote a brand. Brand width included: that is, the degree of brand influence in the market, mainly refers to brand awareness. Brand Depth: Refers to the degree of brand influence in the eyes of consumers, including brand reputation and brand loyalty

Basic content: a successful, complete brand promotion should include three levels, three stages:

First, the brand width promotion stage, that is, the establishment of brand awareness;

Second: the brand depth promotion stage, this stage is mainly to enhance the brand reputation, improve brand loyalty;

The third stage is the brand maintenance phase. 　　

In the process of brand promotion, brand width is the foundation, is the first life of the brand, brand depth promotion is fundamental, is the second life of the brand. Brand depth is based on the width of the brand, mainly with consumers to carry out emotional dialogue, improve brand sales.

The basic mode of operation of "BrandPromotion Trisorism":

1), brand width promotion stage:

Promotion purpose: to build brand awareness. 　　

Promotionstrategy: strong build, forced indoctrination.

Promotionmethods: advertising, campaigns, event dissemination.

This stage is mainly through some traditional promotion techniques, through publicity, dissemination of brands, so that the vast number of consumers understand, know the basic connotation of the brand: products, brand culture, etc., is belong to the primary communication with consumers.

2), brand depth promotion stage:

Purpose: let the brand deep into people (consumers) heart.

Promotion purpose: to enhance brand reputation, brand loyalty, improve brand sales.

Promotion strategy: deep interaction, innovation communication.

Innovation is the life of planning, especially in the deep promotion stage of the brand, to reach a deep interaction with consumers, so that consumers from the bottom of their hearts experience, recognition, acceptance of brand culture, we must have a unique path, bold innovation, so as to improve brand sales.

Promotion method one: establish brand culture, the implementation of customer interaction.

Specific operation: enterprises can be built in the busy area, but also with various bars, coffee houses and other places to jointly promote the brand culture, so that consumers deeply understand and understand the brand culture, feel the brand culture atmosphere, and with the help of consumer word-of-mouth publicity.

Promotion method two: improve staff management, the implementation of employee interaction.

Specific operation: each employee is a live advertising of corporate brand publicity, enterprises can through the implementation of employee shareholding, employees to carry out corporate culture learning, first of all from the enterprise to reach a "communication source", with the help of employees of this corporate culture recognition in life, work will be the brand culture of the dissemination.

Promotion method three: enrich the brand culture, establish the emotional factors between the brand and consumers.

Specific operation: brand culture for the purpose, to shape the target consumers, consumer recognition and moved brand stories, so that the brand culture vivid, image, plump up, so that it is widely circulated, in order to win hearts and minds, win the market.

3), brand maintenance phase:

Purpose: to maintain the height of the brand. 　　

Strategy: Width Promotion and Deep Promotion

According to statistics, the time to promote a well-known brand abroad is at least 3-5 years, the brand reached a certain degree of visibility after the annual investment needs at least 10 million dollars to maintain. Brand in a certain height, need to carry out brand maintenance work, brand can also be eternal youthful vitality and market competitiveness.

In short, brand promotion only to find "to" consumers and brand emotional entry point and burning point, and consumers to engage in spiritual dialogue, to achieve resonance, in order to greatly improve the effectiveness of high brand promotion, reduce the promotion costs. From the need and motivation, feeling and perception, consumer attitude, quickly capture and find, locate, analyze the emotional factors of customers, brand promotion is not difficult to find a good way to improve brand sales and solve the problem.

b/5W2H

The so-called 5W2H law is from seven aspects to plan the promotion of the object, the target of the question. It is not only the angle, but also the program that decomposes the creative planning object.

The first letter of the English word that breaks down these seven aspects is exactly 5 W and 2 H, so it is called the 5W2H method.

These seven areas are:

Why - Why do you need to promote it?

What - What is the target of promotion? That is, the content of the promotion and the goals achieved.

Where - Where to start?

Who - Who's on the job?

When - When is it done?

How - How? What kind of method is used to do.

How much - what level? or how much it costs.

5W2H method can help us to achieve the path of thinking to achieve organized, around the goal, clear the steps, help in management and even life to eliminate the blindness of thinking, randomness and waste of resources.