Forum Posts

汗纳迪姆
Aug 03, 2022
In Education Forum
Sun Tzu said in the "Xing Pian": "Thus, those who are good at fighting will stand in an invincible position, and will not lose the enemy's defeat. Therefore, the victorious soldier wins first and then seeks to fight, and the defeated soldier first fights and then seeks to win." It means that those who are good at fighting can always make themselves invincible and never miss any opportunity to let the enemy fail. Therefore, the victorious army first has the conditions for victory and then fights, and the defeated army always fights with the enemy first, and then hopes to win by luck from the hard battle. For brands, the market is like a battlefield. It is a must for every brand to make the brand invincible in the fierce market competition, or to let the brand occupy a space in the minds of consumers. So how to improve the odds of a brand in the market competition, a very important point is to first formulate a good brand strategy. With a brand strategy, we can formulate a more successful execution strategy and have a definite target in the process of brand building, instead of blindly following the trend. With the brand strategy, all the actions of the brand are implemented around the strategic goal, making a hole, and finally forming its own brand value. This is called "win first and then fight". How should the brand strategy be done? When it comes to the word strategy, it always makes people feel unclear. In fact, strategy is also a kind of strategy method, which is a series of overall and long-term plans made in order to achieve long-term survival and development. As the saying goes, "Those who do not seek the overall situation are not enough to seek a domain, and those who do not seek for the world are not enough to seek a moment." Brand strategy is to formulate a series of specific actions (such as brand positioning, product development, advertising communication, channel selection, etc.) to guide brand building from a global and long-term perspective. It mainly includes three aspects: strategic positioning, strategic choice and strategic action . First, let’s talk about strategic positioning Strategic positioning is to find out the current position of the brand. Through the analysis of the internal and external environment of the brand (macro, industry, competition, consumers, etc.) brand positioning with differentiated competitive advantages . Simply put, strategic positioning includes strategic analysis and brand positioning. Usually, we do strategic analysis including: political and general environment analysis; industry chain analysis; competition analysis; category and track analysis; core consumer analysis. Make market insights through strategic analysis, so as to find the key points of the brand breaking in the market, and determine the brand positioning. The purpose of brand positioning is to occupy the minds of consumers, either to create a new category or to find the core value points to resolve consumer conflicts. Determine the brand positioning, allocate resources with a strength that exceeds that of major competitors, and greatly concentrate human, material and financial resources to achieve brand breakout. 2. Strategic choices help us understand how to compete Michael Porter has three basic competitive strategies: cost leadership strategy, differentiation strategy and concentration strategy. The cost leadership strategy is applicable to the mass undifferentiated market, and is the most critical strategy for some manufacturing companies and some service industries. It can help brands with a certain scale to establish a strong competitive advantage through cost advantages, such as Wal-Mart. The differentiation strategy is suitable for large (medium) markets with diverse needs. The core is that the differentiation is difficult for competitors to copy or the cost of copying is relatively high. Differentiation strategy can also be a concept telemarketing list of differentiation, quickly grabbing the market through speed and scale, until a unique perception is formed in the customer's mind. For example, Haidilao's service, although it has been imitated all the time, the perception of service is in the minds of consumers, and Haidilao will always have a place in it. A centralized strategy applies to niche markets, that is, segments of a particular product or consumer group (audience). Category differentiation brings category opportunities, which are based on changes and upgrades in consumer demand and the upgrading of the industry itself. The centralized strategy is to adopt a centralized strategy in market segmentation, and drive the overall brand development by focusing on single categories. For example, Yakult, a small bottle of yogurt has been sold for more than 70 years and has established a strong brand power. The choice of brand strategy is to choose the competition mode that suits your brand, and then formulate the corresponding marketing strategy, human resource strategy, p
To be a brand, you must first learn to do a brand strategy
 content media
0
0
1
 

汗纳迪姆

More actions