The concept of brand marketing has been widely recognized in today's Chinese market. Brand positioning, brand image building, brand communication and so on have begun to enter the actual marketing activities of enterprises. But at the executive level of marketing operation, many enterprises and marketers often show that the market effect of brand marketing is not ideal, and the power of brand does not seem to be strong enough. What causes such a situation?

How to change?

We might as well find a way to solve the problem by analyzing the brand marketing practice of D enterprise A regional market.

1. The brand name that has been misplaced is mispronounced.

The L brand is a brand of D bathroom that has just entered the A market for half a year. It has five series of products including shower equipment, bathtub and bathroom cabinet. Its product quality is superior to that of other similar products, and its price is slightly higher than the average market level. Its channel composition is mainly the major building materials market in the A regional market and two major building materials supermarkets, and there are also some franchised stores.

D enterprise pformed to brand marketing two years ago. While improving brand recognition design, with the explicit demand of "quality bathroom and private space", the L brand is positioned to meet the needs of high-end, personalized bathroom brand, and the target consumer group is also locked into a high income family group.

In the early days when the L brand entered the A market, enterprises gradually opened the market through the means of terminal promotion and TV advertising, and formed a certain sales volume. But as time went on and the market competition intensified, the sales volume of L brand products continued to decline, sales promotion and TV advertising were significantly weakened, and the continuous increase of marketing expenses did not bring sales promotion.

In order to change this situation, D hired a marketing management consulting company to make marketing diagnosis for it. The project group took the consumer as the breakthrough point, after careful investigation, it summed up the following situations: (1) the brand reference rate of L brand is less than 3% without prompting; second, among the consumers who have already purchased, more than 70% are direct decisions caused by product discount sales; third, the brand image of L brand is vague, and there is a big gap between brand positioning and consumers' cognition.

On the basis of in-depth analysis of the brand strategy of L brand and D company's channel setting, price system and promotion strategy, the project team further drew the following three conclusions: first, the actual implementation of market operation is out of touch with brand strategy, that is, the current implementation situation has little value to the plastic brand; two, the communication between the brand and target consumers is not in place, and the actual consumption group is seriously misplaced with the target consumer group. Communication does not really happen between the brand and the target consumer group, nor does it produce substantive communication effect. Three, the allocation of resources is not the core of brand building, but the core of product sales.

The conclusion is very clear that the problem is not on the brand marketing strategy, but on the executive level of the operation, that is, a good brand has been misplaced.

　　癥結(jié)找到了，項(xiàng)目組迅速與D企業(yè)深入溝通，共同制定了扭轉(zhuǎn)現(xiàn)時(shí)局面，并使品牌營銷真正產(chǎn)生實(shí)效的相關(guān)策略：首先，對L品牌在A區(qū)域市場的渠道進(jìn)行規(guī)范，擴(kuò)大建材超市的展位面積，減少建材市場的經(jīng)營門店和特許門店的數(shù)量，統(tǒng)一店面陳列，擺脫給消費(fèi)者造成的低檔次形象的錯(cuò)覺；其次，在當(dāng)?shù)乇容^知名的家居雜志上定期發(fā)布品牌形象廣告和家居衛(wèi)浴時(shí)尚介紹、選購技巧等軟性文章，進(jìn)一步加強(qiáng)L品牌的高端形象，使目標(biāo)消費(fèi)群成為信息的直接受眾；再次，在A區(qū)域市場的城市家居論壇和房產(chǎn)網(wǎng)上開展“我的衛(wèi)浴、品質(zhì)生活”的主題討論，以獎(jiǎng)勵(lì)消費(fèi)者L品牌的整套衛(wèi)浴設(shè)備增加吸引力，促進(jìn)消費(fèi)者的積極參與，實(shí)現(xiàn)品牌與消費(fèi)者的有效互動(dòng)；最后，規(guī)范終端的銷售行為，以實(shí)用的、與衛(wèi)浴產(chǎn)品有相關(guān)性的贈(zèng)品促銷和免費(fèi)的衛(wèi)浴設(shè)計(jì)代替打折、降價(jià)促銷，同時(shí)

The sales focus will be pferred to the whole set of sales, and the L brand club will be set up to promote word of mouth communication with high-quality brand information pmission.

Through the cooperation of project team and the efforts of all levels of D enterprises, the sales of L brand shops, total sales revenue and profits have been significantly improved. Its brand image has also gradually become clear, and the communication with target consumers is basically smooth.

Two, avoid dislocation, enhance brand marketing effectiveness.

The problem of brand marketing of D enterprises has a certain universality in the current market. The essence of it is the dislocation of execution strategy and / or execution action and brand strategy, which often make enterprises lose confidence in the pformation of brand marketing in the unknown situation, which is not conducive to the long-term development of enterprises and the cultivation of brands.

To avoid this dislocation and enhance the effect of brand marketing, we need to pay attention to the following three aspects:

1, brand marketing must first learn to give up: do not know how to give up, do not know clearly, mature and light weight is the root cause of dislocation between execution and brand strategy.

In China's current market environment, many small and medium enterprises based on survival have always focused on sales as the focus of market operation. When they turn to brand marketing, they often worry that brand building will affect sales revenue and cause enterprises to get into trouble. In this way, they intentionally or unintentionally deviate from the original intention of brand strategy (such as L brand discount sales promotion, TV advertisement and other channels which are not compatible with brand strategy).

In fact, this is a superficial understanding of brand marketing. The significance of brand marketing is to create a sustained profit source for enterprises with a strong brand appeal. Today, when the non brand marketing means are becoming more and more malfunctioning, enterprises must fully realize this point, gradually pition to the market operation with brand as the center of gravity, step out of the traditional thinking and habit of behavior, and resolutely abandon the practice of quick success and instant benefit which is not consistent with brand marketing, so that brand positioning can be implemented more effectively and resources can be fully utilized.

2, we must make the brand communicate with the real target consumer group: we must firmly grasp the brand and the real goal.