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Brand is a special intangible asset, which is more valuable than tangible assets. However, due to the limitations of their own conditions, small enterprises must plan, cultivate, operate and develop their own brands at the same time as operating enterprises from the beginning.

First, choose a good product. If there is no "good product", building a brand is empty talk. Select products to:

1. Have the idea of being a regional brand. Seriously analyze and study the market, focus on marketing, and be a regional brand first.

2, within the scope of the established industry, choose the product category suitable for their own production or operation.

3, to consider the personality of the product, find the breakthrough point of the product. Select products that meet the requirements in the selected product categories, conduct in-depth and detailed market research, and gradually narrow the scope of selected products. Finding the right entry point is one of the keys to building a brand. This breakthrough point can be found in the production line, environment and raw materials, and sometimes it can jump out of the circle of product concept and traditional thinking. At the beginning of the listing of Henan Weiland washing powder, the author was invited to examine and approve its planning case. This product is characterized by phosphorus-free, which is cheaper than phosphorus-free washing powder, but still more expensive than ordinary washing powder. Moreover, phosphorus-free washing powder is characterized by no foaming. Most domestic consumers (especially rural consumers) don't care much about whether there is phosphorus, but they feel better about foaming washing powder. Therefore, in order to successfully promote Welland washing powder, we must explore the unprecedented characteristics of its similar products. After repeated market research and product function research, we decided to put forward the problem of "sterilization" on the basis of "white decontamination", and positioned the main function of this product as "killing bacteria on underwear" The sales of Willander washing powder in Henan seized the Henan market according to the unique product function demand of "sterilization".

Second, a good name is the part of a brand that can be pronounced in words, and it is the first impression a product gives consumers when it appears in the market. An ice cream factory in Luoyang has developed a new product, which is composed of glutinous rice, black rice, mung beans, red beans and other raw materials. It has high nutritional value and great market potential. They named the product "Xiangxuenuo" according to its taste, color (appearance) and raw materials. After listing, 87.23% of the people who came into contact with it thought its name was bloody, and 23.6% (mostly parents of students) felt embarrassed and humiliated because they didn't know the word "waxy", so they didn't want to buy this product, and the product was once unsalable. After learning this situation, another local company developed and produced ice cream with the same raw materials and named the product "black rice cake", which became an instant hit. Name: The name of a product or enterprise should be inclusive while conforming to its own characteristics and cultural psychology of the target market, laying a foundation for the extension of enterprise products and the launch of new products in the future. On the other hand, the name should give people a positive and beautiful association, be unique, be different from other products, and not contain words that make consumers feel uncomfortable.

Third, design a good logo, although it can't be called by language, it can express the rich connotation of products and brands. For example, McDonald's "M", Disney's Mickey Mouse, Mercedes-Benz's Samsung Ring and so on. , are all high-quality products in the logo. A good logo must have the following characteristics:

1, has its own unique personality and can show corporate image.

2, can pass the main information of the enterprise to consumers.

3, easy to understand and remember, can give people a good association.

4. To register a good trademark enterprise, it is not enough to have a good name and a good logo, but also to have an "umbrella". Enterprises should register with the relevant government departments with their carefully selected and designed names and logos to obtain their exclusive rights. At the time of registration, defensive trade mark should also be registered. "Confucius Family Wine" invested a lot of money and made many advertisements on CCTV, which made Confucius Family Wine a household name, but it was not registered as a defensive trademark, and it was preempted by the appearance of 1995. The difference between the two wines is one word, and most of the market has been lost. There are two main registration strategies for defensive trademarks: one is to register Chinese characters with the same pronunciation and similar meanings, such as "Hongdu" and "Xiangsidou" of Hodo Group Co.,Ltd. Co., Ltd., and the other is "Haha", where a series of trademarks such as "Haha Wa" and "Haha Wa" are registered. Another way is to apply the same trademark to completely different kinds of products or industries to prevent others from using your trademark in different kinds of products or industries. From 65438 to 0998, Sanjiu Group registered the "999" trademark in the eight major industries it plans to set foot in the future, with a value of more than 730 million yuan.

Verb (abbreviation of verb) is in a good position. In the era of serious homogenization of products, if you want to stand out, you should let customers know the story behind the products and the experience your products bring him. The positioning difference of products mainly comes from the general characteristics of products such as function and quality. In the era of serious product homogeneity, what is more important is the story behind the product, the corporate image, emotional color, cultural connotation, service and the benefits brought by the enterprise to consumers. One of the secrets of enduring French perfume in the world market is that its exquisite and classical packaging can distinguish it from other perfumes at once. The success of packaging positioning is the obvious competitive advantage of French perfume. The advertising slogan of China's strong washing machine: "Strong washing machine, love mom" tries to distinguish the product from similar products emotionally, which belongs to emotional positioning. Precise positioning:

1, according to the market survey results, combined with the differences in consumer demand characteristics, purchase behavior and other aspects of market segmentation.

2, combined with the actual situation of the enterprise and external environmental conditions, analyze the supply and demand relationship and competition of each market, and select and determine a reasonable target market.

3. According to the characteristics and attributes of your own products and other similar products, the benefits brought to consumers, as well as the values and benefits that consumers hope to obtain through your products, create a personality and image that is different from competitors and can give people a distinct impression.

4, you can use the "outside brain", use think tanks or institutions to find their own "selling points" and do a good job in market positioning.

6. Choose some small enterprises with good market. Through market research and market segmentation, we can find good opportunities and fill the gaps.

1. A good market usually has the following criteria:

(1) Measurability The market that small enterprises intend to enter should be measurable, that is, the scale and purchasing power of this market can be easily measured and predicted through investigation and analysis. For small enterprises, this will save a lot of costs and improve the speed of small enterprises to build brands. However, the unpredictable market, such as how many teenagers and children may smoke and how many people in the United States need to prevent AIDS, is not suitable as the target market.

(2) Sufficient access to the market should have a considerable scale, enough to enable enterprises to achieve profit targets. The market should have a certain population size, not too small, but also have considerable purchasing power. However, it should be noted that the market scale of small enterprises should not be too large, because expanding the market requires too many resources, and the big market is the focus of big enterprises.

(3) Accessibility: firstly, whether the advertisements of enterprises can enter the market through certain media and convey the product information to consumers; The second is whether the products can reach the market through certain sales channels.

2, small enterprises to build brand strategy:

(1) The strategy of following the trend is to develop yourself with the help of others. Shuanghui Group successfully applied this strategy. In the face of strong competitor Chundu, Shuanghui ham sausage adopted the following strategies. Wherever Chundu goes, you can see the shadow that Shuanghui follows. Whether it's price or sales channel. The adoption of the follow-up strategy has made Shuanghui popular all over the country with a small amount of funds, and also avoided the problem of detours in market development.

(2) Borrowing the channel strategy to borrow the sales network formed by other enterprises. In order to expand its influence, Henan Geocentric Spring Mineral Water took its products to Starr Supermarket, and put Starr Supermarket under Geocentric Spring Mineral Water in the packaging, and successfully occupied the market through Starr.

(3) Borrowing the name strategy to develop yourself with the help of others' fame. Ningcheng Laojiao takes "Ningcheng Laojiao, Maotai beyond the Great Wall" as the advertising slogan, and borrows the name and potential of Maotai to achieve its own goal.

Make a good plan. Without good planning, there is no good direction. Brand building needs a process, but first of all, we must make a good plan. The brand development plan has three main parts. The first part, current situation analysis. Describe the current business environment of an enterprise, which answers questions such as "where are we now" and "where are we going". It can decide whether an enterprise should make a brand, whose brand it is (own brand, brand of middlemen, brand of joint venture between manufacturers and middlemen), and brand extension decision (up, down, sub-brand and sub-brand). The second part emphasizes the development goal of the brand. It answered, "What do we want to do?" . The plan must determine the leading enterprises in the action and rationally allocate manpower, financial resources and material resources. The last part, strategy and action plan. Summarize the brand development strategies to be implemented and the specific actions necessary to implement these strategies and achieve each goal, that is, answer the following questions: How to get to where you want to go? What time does it arrive? Who will be responsible for this? How much does it cost? Wait a minute. Make a plan:

1. has its own advantages. To be operable, we should make long, medium and short-term plans according to our actual situation, consumer demand, product life cycle and different stages of development. "Nippon Paint" is known as the first brand in decorative coatings, with a complete range of products (* * * with 100), so the slogan is "Nippon Paint, which shines everywhere". As long as consumers have demand, "Nippon Paint" can meet it. Therefore, for a long time, no enterprise can be on an equal footing with Nippon Paint. But this seemingly impossible thing has made an Indian company do it. After investigation, they found five best-selling products of Nippon Paint. So they only do these five kinds; The price is one-third cheaper than Nippon paint; In the publicity strategy, they declared: If you want to buy one of these five products, you have no reason to buy Nippon paint (my best); If you buy paints other than these five products, please buy Nippon paint. If Nippon paint only produces these five products, it will not reflect "everywhere shine" and its advantages will be lost; If the front line narrows, the positioning will change; If you don't shrink, you can only watch others make money and you can't do anything about it. Therefore, if you want to attack your opponent, you must look for weaknesses in his strengths, "Better break one without hurting ten", and look for weaknesses in his strengths, so that he has no strength to fight back.

2. The contents of the plan should be detailed, specific and targeted, and be constantly adjusted with the changes of market conditions.

Eight, good advertising is an important means to spread the brand. Besides advertising, if you can provide extra services, you will get unexpected results.

1. Advertising target.

(1) must meet the requirements of the overall marketing of the enterprise;

(2) It has certain flexibility and can be adjusted appropriately according to the situation;

(3) Acceptable by other marketing departments and easy to cooperate;

(4) It can be transformed into a series of specific advertising activities.

2. Advertising theme. When designing corporate advertising themes, designers must go deep into life and make a serious and objective analysis of products, markets and consumers.

3. Advertising words. Advertising words must be easy to understand, easy to remember, direct, catchy and easy to spread.

4. Advertising pictures. The design of advertising pictures should be conducive to expressing the image of the product and some characteristics of the product; Be good at using color to enhance consumers' attention to goods; Let people know at a glance.

5. Pay attention to word of mouth and provide additional services. There was once such a thing: a grocer bought some tomatoes first, and then two cabbages, probably not. He put cabbage on top of tomatoes. At this moment, the elder sister who sells cabbage came over and said to him with a smile, "What a fool! If you put cabbage on tomatoes, it will crush them. " Say, take out the tomatoes and put them on the cabbage. Such a small gesture of putting cabbage made the grocer deeply moved. Since then, every time he buys food, he goes straight to his eldest sister's stall. Small and medium-sized enterprises can "shine everywhere" if they can provide a little extra service when building brands.