The main ways or ways to use cultural resources to build cultural brands.
For example, Toyota's brand strategy is to use its corporate name plus a single brand name and brand items or models as the brand of most of its cars and trucks, but for Lexus, the car with the highest product line, it still deliberately avoids using Toyota's name and only chooses Lexus as the brand (now it has renamed Lexus as a high-end brand).
It is very important to realize that the brand hierarchy may be asymmetric. Because of the differences in enterprise goals, consumer behaviors or competitive activities, the brand strategy and brand hierarchy organization methods adopted for different products or different markets may sometimes be very different.
Generally speaking, when defining a brand strategy, the first decision is which brand level or levels should be used. Usually, most companies choose to use multi-level brands, because each continuous brand level can enable companies to convey more specific product information. Therefore, developing lower-level brands can make companies more flexible in conveying unique product information. A well-developed brand can be used across multiple products, which is undoubtedly an economic means to convey product information inside and outside the company and coordinate the company's operation.
The method of combining existing brands with new brands to win brands for products is called sub-brand method.
Can use the association and attitude of the company or family brand as a whole at the same time;
Can create specific brand beliefs.
At the same time, the development of sub-brands can also create brand beliefs. More detailed information provided by sub-brands can help consumers better understand product differences and determine which product is really suitable for them. Sub-brands also help to organize sales forces. Help salespeople and retailers to clarify the organization of product lines and the best sales methods.
Generally speaking, the ideal level of brand depends on the complexity of the product line or product portfolio related to the brand, and the resulting combination of * * * enjoyment and independent brand association related to any product in its product line or product portfolio. For relatively simple products with low participation, such as light bulbs, batteries and chewing gum, brand strategy usually includes single or family brands, combined with brand decoration that describes product characteristics differences. For complex product strategies, such as cars, computers or other durable goods, more levels of brand level are needed. But in any case, if you name a product with more than three levels of brand names, no matter how complicated it is, it will confuse consumers. In this case, a better solution is to introduce multiple brands at the same level to increase the depth of brand portfolio.
As a company, when dealing with the relationship between products and between products and business entities, five possible categories can be followed:
1. Single entity: providing a product line and a set of services, the corporate image tends to be consistent with the product image.
2. Brand orientation: the intention of strategic decision-making is not to establish a connection between the brand and the company name.
3. Equal status: the product has an independent image, but each product image is associated with the enterprise, and neither the enterprise nor a single brand name is dominant.
4. Mixed dominance: sometimes a single product brand dominates, sometimes the company name dominates, and in some cases, they are equally important when used in combination.
5. The company name is dominant: the company name is dominant and is used in many product lines. The publicity campaign aims to strengthen the company's image.
The relative importance of brand elements determines which elements are important and which are secondary. The importance of a single brand relative to the company brand will have an impact on the concept of product spacing and the type of image established for new products. If a single brand is more important, it is easier to create a more prominent brand image.
In some cases, the relationship between brand elements may not be clear. Brand endorsement strategy refers to a certain brand element appearing on the packaging, label or product appearance in some way, but not directly as part of the brand name. Usually, this special brand element is the brand or logo of the company. Brand endorsement strategy forms the maximum distance between company or enterprise brands, minimizes the relationship between company or family brand association and new products, and minimizes the negative feedback impact.
Using the * * * logo can also establish links between brands and various products.
Adjustment of marketing plan
When a company develops from a simple brand strategy of "single product-single brand" to a more complex brand strategy, that is, it may involve multi-brand extension, multi-brand or multiple levels in the hierarchical structure used in product naming, it is necessary to make appropriate adjustments to the auxiliary marketing plan.
If a multi-level brand hierarchy is adopted, the ideal popularity and image level in each hierarchy will be different. Especially if the sub-brand strategy is adopted, it is necessary for enterprises. Conduct a marketing promotion at the company or family brand level to complement and supplement the marketing communication and promotion of specific products and individual brands. As a part of higher-level publicity activities, the company can adopt a full set of marketing communication means: advertising, public relations, business promotion and donation. This paper mainly discusses two useful marketing communication and publicity strategies, which can be used to build brand equity.
Corporate image propaganda focuses on the overall characteristics or characteristics of the brand, and these relatively general image propaganda can also be applied to the family brand level. The second marketing communication strategy to establish brand equity at the level of company or family brand is brand line propaganda, which emphasizes the width of brand-related products.
It is also useful to use a single brand in time and cover multi-brand umbrella brand strategy. In several advertisements of 1995, Procter & Gamble mainly publicized the advantages of product categories in the brand, such as the cleaning function of detergent and the advantages of reducing waste of laundry detergent. These two advantages are possessed by this kind of P&G brand.
The key to brand equity management is to adopt appropriate brand strategy. Usually, the brand name of a product includes not only one name, but also several different combinations of brand names and other brand elements. The company's brand strategy determines which brand elements the company will choose to apply in different products it sells.
The width of brand strategy is related to product mix and products produced and sold by the company. The depth of brand strategy is related to brand combination and all brands and brand lines sold by the seller to the buyer. It is possible for a company to offer multiple brands in the same category to attract different and possibly independent market segments. Brands can also play a special role in the combination. For example, flank brands are used to protect other more valuable brands; Low-end brands can attract consumers; High-end authoritative brands help to enhance the value of the whole brand line, while Taurus brand can breed all potential realizable profits.
Companies must have a deep understanding of what each brand has done for the company. More importantly, I hope to do something for consumers. So as to realize consumers' hopes and meet their needs and desires.