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What are the usual brand marketing strategies?

BrandsMarketing strategy in short is a marketing strategy centered on brand output, includingBrand spirit conceptplanning,Brand visual image systemplanning,Brand space imagesystem planning,Brand service conceptand action plans,brand communication strategyversusBrand accessstrategic planning, public relations andevent marketing strategyplanning, etc.

Market segments

market segmentation isSegment the market into buying groups with different needs, personalities or behaviors, and for each buyer groupAdopt a separate product or marketing strategy.In the modern age of escalating competition, it is simply impossible for any one company to gain access to the entire market, andMarkets have boundaries, or at least not all buyers in the same way, because consumers are too many, too fragmented, and their needs and buying habits vary.Every business must find the piece of cake that suits her best.Brands that are at a competitive disadvantage can only find their own place if they determine their own market segments based on market demand, competitor disadvantages and their own advantages.

Segmentation should also not follow the same standard, should be segmented from different angles to find the market that suits you.Commonly used segmentation variables are: geographic, demographic, psychological, and behavioral variables.Geographical variables such as: urban and rural, south and north, Beijing and Shandong, etc.Demographic variables such as gender, age, family, marriage, occupation, etc.Psychological limitations such as: upper, middle and lower classes, lifestyle, personality, etc.Behavior variables such as: consumption occasions, user status, usage frequency, purchasing ability, etc.Market segmentation is the basis of differentiation, and target selection and positioning should be carried out after segmentation.


When the market is saturated and relatively mature, products and marketing methods are constantlytends to homogenize, the difficulty of market segmentation increases, and the difficulty of competition also escalates.The opportunities for disadvantaged brands to stand out in the mature stage of the industry are reduced and the difficulty is increased.And many companies choose another path,Create a market and firmly control the market.The preemptive law says that finding a new market and capturing it quickly is more important than anything else.Ways to create new markets areProduct Innovation,innovation in marketingUse method innovationthree common methods.

challenge brand

Famous brands generally have a high position in the minds of consumers.In the eyes of consumers, companies that can challenge famous brands, especially leading brands, are generally strong and must have their own advantages.Those who can play chess with masters are naturally masters, which is the general psychology of consumers.Having officially grasped this consumer psychology, many companies have decisively challenged the industry's leading brands and qualified themselves to be on an equal footing with the leading brands.

Mengniu Dairy is the fastest-growing private enterprise in China in the past three years, and its sales have grown from more than 3 million yuan to more than one billion yuan in three years.In the face of the dairy giant Yili Group co-located in the same city, let's take a look at the few hundred thousand yuan of assets we have.Mengniu's general manager Niu Gensheng chose to challenge Yili, and clearly put out the slogan of learning from Yili in the packaging and advertisements.This move aroused the attention of the residents of Hucheng. Mengniu suddenly became a famous dairy brand from a little-known name, and left a good brand image of "humility and progress" for consumers.

The challenge strategy must focus on methods and techniques, in addition to the premise of analyzing leading brands, to propose differentiation strategies.

concentrated advantage

Leading brands appear invincible and impeccable on the surface.In fact, the flexibility of leading brand companies is not as good as that of small enterprises; the development of different regional markets is unbalanced; the product line is long and the development of different products is not balanced; because leading brands have to consider the national market, it is difficult to develop suitable products and formulate suitable products according to local conditions. Marketing strategy.In theory, leading brands leave enough space for inferior brands, which is also the fundamental reason for the healthy development of many small and medium-sized enterprises.Only when disadvantaged companies are good at discovering the weaknesses of leading brands and finding suitable business opportunities can they give full play to their own advantages and make their brands expand rapidly.Disadvantaged enterprises generally have limited resources at their disposal. Only by concentrating their advantages and adopting the strategy of "killing them all and taking every step" can they develop a foothold in the brutal competition.Commonly used concentration strategies are: centralized market, centralized product and centralized expertise.

Surprisingly Win

The operational difficulty of novelty brand strategy lies in: first, creativity, and second, result control.The novelty of the idea determines the attention and promotion effect of the event.Due to factors such as different views on novelty events in society, competitors' reactions and countermeasures, and the direction of media coverage, it is difficult to predict the outcome of novelty events once they occur.Therefore, when planning novel events, we should pay attention to process control and rapid response to prevent negative effects from affecting the brand image.


a(BrandExtensions), refers to the use of an existing brand name on a new category of products.That is, a brand extension strategy is a strategy that applies an existing successful brand to a new or revised product.Brand extensions are not just borrowing the superficial brand name, but a strategic use of the entire brand equity.With the acceleration of the global economic integration process and the increasingly fierce market competition, it becomes more and more difficult to emphasize the differentiation of similar products among manufacturers in terms of performance, quality and price.The tangible marketing power of manufacturers is greatly weakened, and the exclusiveness of brand resources makes the brand an important bargaining chip in the competition between manufacturers.As a result, using a new brand or extending an old brand has become a branding decision that companies must face when launching new products.Brand extension is an effective way to realize the transfer and development of brand intangible assets.The brand is also constrained by the life cycle, which has an introduction period, a growth period, a mature period and a decline period.As an intangible asset, brand is a strategic resource of an enterprise. How to give full play to the potential of an enterprise's brand resources and extend its life cycle has become a major strategic decision for an enterprise.On the one hand, brand extension realizes the transfer of brand assets on new products, and on the other hand, it extends the life of the brand with the image of new products, so it has become a realistic choice for enterprises.

Internet brand

Because different industries have different industry status and different industry rules, it is not a simple clone to learn from the advanced experience of other industries. It should absorb the essence of advanced ideas from other industries, and formulate a suitable brand strategy according to its own industry characteristics and corporate resource conditions.

In fact, brand building is far less complicated than you might think.Especially in the advent of the information age, the network covers all aspects of people's lives, and the network has become an indispensable information platform for people's work and life.In addition to traditional marketing methods, many companies also participate in online marketing, which provides an excellent opportunity for small and medium-sized enterprises to build their brands. Using the Internet to build brands not only requires low investment and high returns, but also has the characteristics of wide coverage.If small and medium-sized enterprises want to use the Internet to build their brands, they must follow the following principles.

Develop a brand communication strategy.Small and medium-sized enterprises need to pay special attention when formulating brand communication strategies. The establishment of the brand is not overnight, and the building of the brand depends on the long-term persistence and promotion of the enterprise.Moreover, when building a brand, enterprises should not only focus on immediate interests, but should take the long-term development of the brand as the starting point.

News PR

Press PR is also an effective low-cost expansion brand strategy.The authority of news propaganda is unmatched by any brand communication method. News propaganda is very important for establishing corporate brand image and building brand reputation.In addition, through many public news events, it is also beneficial to deal with the relationship between enterprises and the government, the public, associations and commercial organizations.In addition, news also has unique characteristics such as reprinting and rebroadcasting.News and publicity requirements must have a certain reason, for enterprisesNews originates from news events planned by companies.The methods of planning news are commonly used event marketing and relationship marketing.

"Event marketing" refers to the fact that enterprises plan, organize, hold and utilize newsworthy activities in a planned way on the premise that they are real and do not harm the public interest.breaking news"Effective events, attract the attention and interest of the media and the public, in order to achieve the purpose of increasing social awareness, building a good brand image, and ultimately promoting the sale of products or services.

Relationship marketing believes that it is necessary to correctly handle the relationship between enterprises and competitors, suppliers, distributors, communities, government agencies and consumers.What it seeks is a close and stable long-term cooperative relationship that takes into account the interests of both parties.The four characteristics of relationship marketing are: two-way communication, cooperation, win-win, and feedback.During the SARS period, domestic well-known enterprises supported the fight against SARS with donations, donations, sponsorship of charity performances and public service advertisements, and established a good corporate and brand image in front of the public and the government.

In addition, a brand often uses multiple strategies at the same time when operating.

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