Strong brands to create strong value

Building a brand is a planning and consistency of the long-term project, but it is very easy to destroy, products, advertising hype, the more powerful die faster. Therefore we have to manage the brand. Mr wing that management brand is the management of people's feelings, he said the brand is the consumer and product build the relationship established between the cumulative and pyramid structure to represent consumers ' brand loyalty, namely the visibility — Lenovo — — — — — — relationship.

Ogilvy integration marketing communications group South China Vice Chairman Mr. Leung Wing-chi, recently Nanfang Dushi Bao, famous Hall on the establishment of "brand" as the theme released a wonderful speech, has won the applause of the participants. Leung Wing-chi said: the last ten years more and more Chinese people concerned about brand but China's own brand development but relative lag, especially in Guangdong, this will inhibit the development of the economy. At present, China's well-known trademarks 446 (China Enterprise 1100 million), representing 34 Guangdong, Guangzhou only six, and they are in the country as a proportion of GDP is not compatible. Guangdong brand promotion is still a big space for development. He spoke in a pair of shoes as an example to illustrate the importance of the brand: a pair of sneakers, $ 10 United States brands investor in China Dongguan manufacturing, to the United States may sell for $ 180, but added some of our enterprise is made. Moreover, the current provincial labour costs increase, land, and other incentives have gradually reduced, how to strengthen the industrial added value and to maintain the pace of increase in GDP is we have to think about issues.

Building a brand

The brand is the symbol of a complex

Brand name for a region, the country's development has been of great help.

People see "Benz" flag will think of Germany, see "IBM," you'll think of United States. David Ogilvy on · once said, the brand is the symbol of a complex, it is the brand attributes, name, packaging, price, and history, the sum of intangible ads; Stephen King also known as the product is factory production, brand is something consumers purchase, the product can be competitors to imitate, but brand is unique.

Leung Wing-chi concluded that each brand are there must be a product, but not all products have the brand. He believes that the formation of brand raw materials are weight, color, price, etc., from abstract surface, users on how close to the brand, they use everyday experience, feel, enjoy, status symbol recognition is also the necessary factors formed brand. Leung Wing-chi-to create strong brand value. He is a case in coke to verify this, the value of the stock market, for $ 1303 of the balance sheet assets only 44 billion, that is non-specific value is 1290 US $ 97%, while the plant, trucks and other tangible assets can only represent 3%.

Statistical data indicates that the top five brands on average non-specific value to the 75% of their value. Strong brands in three core including: brand asset is ours, not overnight purchase proceeds; brand is not a name, the sum of the consumer experience; the brand is "one of the" information dissemination, and now enters the era of "one-to-one".

The 10 step formation of brand

Our 6 inches wide and mysterious brain space

For enterprise specific operation, he comes down to ten steps:

First is the formation of long-term development goals, as well as operational values. Confirmation of long-term goals include: core consciousness or value of the mission, the leadership of the consensus, etc.

Second, learn about industry environment, confirm their strong and weak points, determine the core business. Beam highlights industry five forces of competition: potential new entrants, vendor negotiation, clients etc; Enterprise successful six elements: policy orientation, feedback system, speed and flexibility, the enterprise culture, etc.

The third is the establishment of a complete corporate identity system. The need to consider: how many employees know the enterprise's long-term goals; vendors understand the breadth of enterprise's deep; the customer how to treat the image.

The fourth is to confirm the relationship between brand and consumer. This step includes: what is the brand of associative; brand provides what is the value of; what is the relationship of emotion; whether there is a brand equity. At the same time, he also from the most vulnerable to the most robust, divided into five levels to quantify brand participation: exist that is, I know it; that is, it is people like me; function used in the sense that it is quite good; the advantages that it has done better; connection that it is my brand.

The fifth is the brand strategy or recognition. That is, we need to think about is the number of brands or single brand; and is the mother brand or a brand; is to do or product. At the same time, also concern recognition system is complete, if there is a recognition specification manuals for maintenance. Beam with BMW and Ford both success story to illustrate this procedure.

The sixth is the brand accountability and organizational functioning. This hierarchical requirements: job language of unity that speaks the same words; marketing, business, dissemination of consolidation; President or Vice President of group leader; information technology assistance, and training.

The seventh is a 360-degree in integrated marketing communications plans to set up. It includes: establishment of brand assets, mainly through the image, reputation, products, sales channels, and other six aspects of integrated marketing communication, at the same time, but also to advertising, product development, branding, packaging and identification of and to establish long-term partnerships between agents.

The eighth is in direct contact with consumers, continuous recording and creating customer databases, and constantly develop customer brand loyalty. Mr. Leung stressed the 20/80 rule and consumer oral result, thus to reduce the cost of obtaining new customers. He proposed to establish a customer relationship management principles, said consumer brands have a process that may obtain the object — — — — — — new customers expanded user purchases — maintaining loyalty or classification possible market — — — — — — — — — potential customers — users of the service order management. However, the survey found that, at present, 90% of enterprises do not have a different area of the object design different formal contact process; 57% of enterprises do not have to bid

Recognition of their value in the top 10% of the target consumers develop specialized design plans; 75% of consumer spending quality did not receive incentive.

The ninth is the establishment of evaluation system, tracking brand assets. Specific details including: methods of investigation, when assessing and understanding the assets changes, review the marketing communication basis.

The tenth is sustained investment branding, not to easily change. At present there are rich in respect of investment firms, no money would not vote; new boss doesn't like to spend more money on replacement in the media buying and short-sighted behavior, to this end, the proposal should be continued investment in brand building, although sometimes financial or competitive appear temporary difficulties.

360 degree brand stewardship

Brand management is to manage a person's feelings

Building a brand is a planning and consistency of the long-term project, but it is very easy to destroy, products, advertising hype, the more powerful die faster. Therefore we have to manage the brand. Mr wing that management brand is the management of people's feelings, he said the brand is the consumer and product build the relationship established between the cumulative and pyramid structure to represent consumers ' brand loyalty, namely the visibility — Lenovo — — — — — — relationship.

To this end, he raised the 360 degree brand stewardship. Housekeeper three steps:

First is the challenge that is facing the brand scan;

Second is the brand inspection that brand. Testing is to find the invisible elements to identify brand intangible feeling, memory, ideas, etc. For example, BMW's ad, which is described in: BMW is full of inner strength and passion of the car is beyond driving machines, full of masculinity. BMW giving driving control and strength are ... Owners of anshuang inside. He believes that enterprise should prepare for the inspection of the brand. Through a special research, such as face-to-face meeting, or a questionnaire to find out the brand of perceptual elements. Learn what the elements of the good, the bad element. And then write the relationship described it settle down through text, forming the "ads photo";

Finally the brand world that is involved in the area. This is the first combination formed as a result, our world by creating the brand to find consumer touch points that explore the brand and the consumer may; on consumers in their daily lives, they most often think of or use of the brand; use of media creativity increase contact opportunities, such as three parts, thereby achieving activity execution.

Enterprises to do publicity, because consumers are the main source of information for news, store signs, etc. While pointing out that currently exist on the corporate knowledge: propaganda of ills is not the most pressing problem, the urgent need of the time but didn't have time to do a good job. He advised us to grasp the basic focus, for example: market research, brand or product of a competitor's understanding, consumer information collection, data analysis of specific:, there are product analysis, market analysis, environmental analysis, competitive analysis, customer analysis; consumer; brand strategies; review of enterprise policy.

Mr. Leung Wing-chi:

The work of the Ogilvy Group for 21 years, previously in Taiwan, London and other regions of the branch office in Guangzhou is responsible for branding work for 12 years. His international and domestic brands have accumulated rich experience. Now serving as Ogilvy integration marketing communications group South China, Vice Chairman, is also the convener of the Guangzhou 4A.