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China in the marketing storm for 25 years, the business community is still generally remain in the manufacturing or product management level of thinking, and fresh thinking to co-ordinate helpful brand management company, even if first-class Chinese companies are no exception. We believe that China has not really big brand, but there is big trouble. Why are so many good companies will even fall into herein do? Peter? Senge explains that due to "boiled frog" principle. When we put a frog into boiling water, the frog jump out because of severe pain which can be struggling, if the frog placed in water at room temperature and then slowly heated, the frog will be boiled alive dead. That is, when the external market environment gradually changes, changes in consumer psychology, the enterprise can not be aware of this change, often still in use even revel in the past successful experiences and models.
Peter? He strongly advocated by Senge in The Fifth Discipline, by a core of practitioners is to improve the mental models, and constantly challenged us to explore and experience in the past to make assumptions on the environment. Does not change the mental models, we can not respond to the future, because it is these outdated assumptions guide our decision-making to respond to new environments.
These assumptions, in fact, every company must consider the direction of the question, what should go where the business, to become. Only a clear direction to find a way forward.
Seven Mistakes existing brand strategy: Our marketing process, as there will be some basic concepts guide our marketing and brand is the most fundamental of these assumptions to guide our many businesses push ahead. But now it seems, a considerable number of assumptions, are slowly becoming paradoxes and misunderstandings.
Misunderstanding 1: Marketing key to success is to meet consumer needs
Now there are too many businesses to meet consumer demand, too many things around the homogenization of consumers around, and consumers can only accept a limited number of choices. Therefore, the nature of marketing has changed, it is not a war to satisfy consumer demand, but competition for customers between a company limited mental war. Bank of the Philippine Sea King was
highly competitive industry environment has to "demand marketing" concept guiding operation, the starting point wrong. Sea King that since consumer demand for cold medicine is the largest "fast", then to meet this demand should be successful. However, Contac and Tylenol are to meet consumer demand for "fast" brand, is already in the consumers mind in a "fast" understanding, people do not need more "fast" brands. Contac ad once said, "speedy lift a 12-hour flu plagued" Technogym commitment "for 30 minutes effective," Sea King also took the effort to attack, is . Once was to seize the mental resources after the attacks will make a positive is invalid.
Misunderstanding 2: better products, better team, and greater investment will win
Unicom CDMA space-time attempt to better products and the leading brand of China Mobile competition is not powerful. Because consumers can not be claimed for each "better" products that meet the needs of interested in him. In addition, consumers can not afford for each claim is "better" products to real research, understand, compare, because he is too much contact information. Since the consumers identified the leading brand of China Mobile, then this mental model will lead to time and space he could not see the new China Unicom "better" place.
No mental resources, even the best team, management, inputs to no avail, or positioning is not clear corporate team itself is not a first-class team, much less is good management.
Misunderstanding 3: corporate image and brand image to promote sales of core strength
With brand image and corporate image to promote sales in China has also become very popular concept, but ultimately they will be a beautiful trap. Brand theory is David? Aogeweiti out, it will split into two consumer demand, including demand for functional benefits and emotional interests and needs, and advocate through the multi-faceted publicity to increase the brand image of the emotional benefits.
But as more and more emphasis on brand image, consumer acceptance of more simple and direct popular appeal, such as those well-defined specialist brands, such as Galanz of the microwave oven, the microwave oven on the stronger than Haier . Only by establishing a brand positioning, the brand image can play a full role in the brand. With the same orientation after, USP can also be transmitted positioning slogan the most difference. For example, positioning of Mercedes-Benz is "fame", but fame can not directly say it, so Mercedes-Benz with a unique USP: the world's most perfect car design.
Mistakes 4: brand extension can use the existing brand equity to gain competitiveness in the new areas