What Are The Mistakes In Brand Management?
Under today's homogenization of products,
Brand management
Success is crucial to brand growth and enterprise development.
It is not hard to imagine that the lack of effective brand management is difficult to create.
Successful brand
.
But in practice, we can see that at present, some enterprises are often biased in brand management.
misunderstanding
As a result, the failure of brand management has affected the growth of brand and the development of enterprises.
Misunderstanding 1
Positioning lacks individuality. Brand positioning, as a key link in brand management, plays an important role in brand promotion.
Brand positioning must be scientific and accurate, especially the homogenization of products. Today, brand positioning should pay more attention to promoting the brand value and the image of Guangda brand by displaying a unique image of the brand, focusing on promoting the unique personality of the brand. Instead, it can not be widely positioned, nor can it blindly locate. Otherwise, it will be difficult to identify the target consumer group, thereby affecting the expansion of the brand.
Misunderstanding two
A lot of enterprises usually adopt similar brand names to locate their products, and some even deliberately imitate the image and operation methods of famous brand products. This can, of course, lend some light to the brand of famous brand products, but it is not known that brand management should vary from product to product. Depending on the circumstances, it must be suitable for its own product characteristics and market characteristics, and adopt effective business strategies and means. Otherwise, it will only make the road of brand management narrower and narrower until the end.
Misunderstanding three
Excessive pursuit of interests. Maximizing profits is the goal pursued by brand management. The key here lies in the pursuit of single interests or multiple interests. If brand management merely pursues a single immediate interest, it can only result in quick success and instant benefit, and make the brand development stamina weak.
Therefore, in brand management, we must pay attention to the unity of immediate interests and long-term interests, and adhere to the combination of economic interests and social interests.
Misunderstanding four
To some extent, brand connotation determines brand management and supports the development of brand. It is not only an effective pmission of enterprise concept, but also a mark different from other brands.
Therefore, brand management can not ignore the connotation. At present, we should pay special attention to integrating culture into the brand so as to enhance the brand's taste and highlight the characteristics of the brand.
Misunderstanding five
Derogating competitors. Some enterprises often publicize their brands through comparison with their competitors in brand management. Some even flaunt the so-called "first" in their brand positioning, hoping to consolidate their leading position. This practice is very easy to cause group resentment.
In brand management, enterprises should seek truth from facts, treat themselves objectively and treat others fairly. The wise move should be to carry out market operation by effective means of operation and promote the development of brand.
Misunderstanding six
Ignore the renewal and enrichment. Brand is the logo of the product, and also the banner of the enterprise.
According to the needs of the development of enterprises, brand must be constantly enriched, expanded and developed so that it can be sublimated in succession.
If there is a lack of innovation in brand management, the result will only make the brand shrink and gradually reduce the value of the brand.
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