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Introduction: Perhaps you would wonder, and many luxury goods are not to advertise

, you recognized them from the heart is the brand; many handcrafted products, they do not afford advertising, with its own characteristics, is still popular. Therefore, we would like to "brand poisoning" friends speak out, lack of product base, the brand is just a legend.

"To do business is to do marketing, so marketing is to do what the brand, the brand is advertised to do," according to this logic, 10 coming between the Chinese market are a large number started out by advertising the "big business", even though these companies Basically, no unique products, they are known by virtue of the market. However, the initial success of the advertising business but could not escape the fetters?? Advertising stops, sales on the decline. Due to constantly spend big money advertising, increasing the pressure on profitability, in addition to relying on reputation to maintain business operations, and then do nothing. Early accumulation of large companies can still rely on the funds vulnerable to survive, but as the market matured, consumers gradually reason, many SMEs, how should the disadvantaged at home under the bottom limited open up an exciting world of their own to?

If branding insisted walking the maze, you can not cross?

Brand theory as the storm swept through the marketing industry as the "crazy years", planning a set of names, terms, tags, or a combination of patterns for identification of the products or services to consumers, and make products with competitors or service to distinguish the "brand" choice for most Chinese enterprises. A very interesting phenomenon is that the Chinese market, the branding experts such as sprung up, branding experts in China far exceeds the number of number of brands. The unlucky companies put the so-called master brand as a savior, allowing them to give their products a name, the entire set of VI, to burn a TV money, yelling few more words on a "brand" the. Indeed, the start point of effect there. But as consumers return to the rational, which means a gradually effective. Those "brand believers" who does not think that because of "burn enough", but intensified.

While Chinese enterprises to create fear and trepidation, to advertising, "brand", there were newspaper revelations: the United States well-known brands in the U.S. share of total economic output, almost can be described as minimal. Message 1, shocked the Chinese enterprises: the legendary brand magic where is she? When we see the 2008 financial crisis in the world top 100 brands in a number of companies teetering, we know, the original brand is not a panacea. Meanwhile, we see that the collapse of Lehman Brothers, and to investment banking is not dead; Sanlu easy to master is gone, can still sell milk; general decline, and may continue to boom car ... ... this time we epiphany, and the brand could decline even die, but the product form and function will not die. Reality has taught us, can not stop believing the myth of the brand, the product can not be ignored, overlooked or even ignored ... ... missing a good product, brand only, "the emperor's new clothes" only.

Classic marketing theory tells us that, whether or 4P 4C, the first consideration are the product of a value to customers products. For most enterprises, only a product brand jacket, not a good product, and then a beautiful coat is temporary, "Apparel makes the man" is sooner or later. Today's troubled world, many large enterprises, products thrown to the side of lofty to do, "China's own brands"; even a small workshop only a few people, but also start thinking about brands, smug create "national brand." As everyone knows, not one or two days to build up the brand, but the value of products with unique, ten, twenty, or even a hundred years, two hundred years to accumulate.

This article published in the vPro Management Online | www.boraid.com|2

The short term China can not get out world-class brand is not terrible, Chinese enterprises benign, sustainable development, the rise of Chinese enterprises as a whole, far more important than the small number of enterprises run its course. To enter the world top 100 brands are not particularly proud of, because it was just a commercial rules of the game Bale.

Quietly into the affluent market economy stage, you insight here?

"Long Tail" author Chris? Anderson of the eBay, Amazon, e-commerce companies operating mode of these conclusions are: the general public in popular categories of products, there are a lot less hot niche categories products, which add up, will have very high sales, will occupy a high market share. Growing popularity of e-commerce, marketing costs have been reduced to "doing business" threshold also decreases, so the market there crisscross business opportunities, increasing the supply will show a remarkable diversity, as long as you spend a little time, any individual's needs are likely to find solutions. And this form also means the economy from the "surplus economy" to "rich economy." Surplus economy is a typical buyer's market, because the homogeneity of products, consumer products are more of a choice, and rich economy means that "non-essential discretionary consumption" is increasing. With the emergence of large middle class, China's market economy is entering a phase of economic wealth, in this day and age, regardless of the marketing concept or method of brand building with the excess economic era is different, because market conditions changed, the competitive landscape has changed, the mainstream Consumer groups have changed, but this change was slow, even imperceptible.

In excess of economic times, not enough rich people's material life, when consumers are in a "rational consumption" phase, is focus on cost-effective shopping, even if the products have very low unit price shop around, for fear of "deceived." Consumers at this stage to subsistence consumers and well-off middle-class dominated the initial stage, these people out of poverty despite, but consumption is still very sensitive to price when they determine the standard of products and services is a single, concern is to meet the basic needs of life, basic as "good and bad" as the selection criteria. First, the confidence to buy advertising from the media, they generally think only the big brands only playing commercials; Second, word of mouth publicity from the surrounding crowd, as long as they have needs, they will follow the purchase. At this stage, the role of advertising contributed to a number of products stand out in the homogenization of products, well-known trademarks into the minds of consumers "brand."

The rich economy into the era of relatively abundant material life, consumers gradually to "independent thinking" stage, they not only have a rational side, shopping is not only concerned about the cost of products; there sensitive side, more concerned about the connotation of brand, products of human design, and whether the brands feel the joy of service, start believing in "no good goods cheaper, better goods are not cheap," the consumer concept. Consumers at this stage "likes and dislikes," as a purchasing criteria. During this period the consumer is generally well-off middle stage in the middle class, they no longer meet the basic needs in life, more is the pursuit of quality, taste, fashion, identity, sense of belonging and so on, to find their own identity and expression position products. At this time puzzled many companies, advertising growing role in stimulating consumption weak, inexpensive products do not sell the. The reason is because consumers no longer blindly worship "star product", but believes "product experts." Even the best product, consumers may not buy it, the key is to discuss the consumer like Caixing. Year of the Tiger "Spring Festival Evening Show" audience satisfaction less than two percent, sufficient to show rich features of economic times the consumer has been quietly evolving.

If the pursuit is to become the preferred brand, you can not achieve?

Become the first choice of consumers, which is the eternal pursuit of any one brand. When he bought a particular product, your brand is the first his mind came out of choice. At that time state your brand to the consumer has left a deep impression, your brands target consumers most likely part of daily life. To achieve this pursuit, how to locate the product?

1. The market to determine the battlefield. As a "talent, technology, capital," scarce "three noes" SMEs, be sure to select indirect outflank the competition strategy, look for "good, special, special" market opportunity "Pianju corner", it is not enterprise resident in dominant market gaps on the ground efforts, staggered head-on collision with the mainstream market, not for size, to maximize profit, try not to take part in the mass product competition. King Arthur is intelligent riot lock cut into the mainstream market from time. After market research, internal market, to 3,000 yuan a nearly all electronic lock services for senior hotel, residential consumers no one cares?? Because almost a lock security systems furnishings, general thief can still implementation of technology in the mechanical device to open, means that consumers shelled out 3,000 yuan to buy the senior lock still can not buy a sense of security. King Arthur was seized this opportunity to use nearly three times higher than the price of similar products in a non-porous, double-back circuit smart riot lock into the civilian market, the total elimination of the traditional mechanical locks the key hole and ordinary electronic lock follow the mechanical backup safety problems caused, so the thief can get into without holes, the results once occupied the high-end residential lock market. With the increase in personal wealth, and increasingly difficult security situation, today's intelligent anti-riot lock of King Arthur has become the mainstream market products, economies of scale are also out. If the companies today want to lock in market intelligence and then create a new sub mainstream market, possible? Of course possible, as long as in accordance with the rules of the game play, it is easy to find their places.

2. Individual differences in achievement. For SMEs, because there is no scale, so in the upstream suppliers can not be cheaper than the large enterprises of raw materials, prices of course there are no advantages, but only to earn the consumer's money! The consumer was willing pay higher prices to buy your brand, it is because of the unique value of your product decisions, and unique value is derived from capabilities to meet a consumer product, health, safety, environmental protection demands, psychological on Differences: The OF SHAOGUAN consumer brand personality; reflects the different consumers; highlight the elegant tastes of consumers, and strengthen the consumer's social attributes. Mei Ling Tai hanger is a successful example in this regard. The main hanger products buyers are women, they buy consumer goods is not only their own decision-makers, but also major purchasers of household goods; they are fashion, beauty, novelty, requesting different owners; life stresses mood, style of home should be , the pursuit of taste, their respect for art and design, shopping and more detailed; their home fashion advocate, not only like nice clothes, too long for a stylish wardrobe, Mei Ling Tai racks accordingly put forward the "fashion domestic partner, beautiful costumes partner" of the value of demands, not only for the brand to create a communication concept, is full of meaning for the brand, so that consumers understand the products value target to make up and the psychological gap between price and the market's enthusiastic response proves this point.

3. Innovative value creation. In a sense, the brand is to solve the problem for consumers, the brand is only realized in the price consumers are willing to pay to resolve a range of consumer issues, this time only when the value of. If you want to go beyond the means of brand value for the price, a better way to product innovation. Innovation is not necessarily to have cutting-edge technologies, or non-professionals to have advanced, let alone find their own way behind closed doors. Mainly by out of the door, to understand the market, knowledge of competition, the market with low-cost way to do it. In Gehringer "deep attached to smoking," smoke machine before the birth, the traditional European-style hood and the fume hood of Chinese net absorption rate was 60%, gas fumes contain carbon monoxide, carbon dioxide, nitrogen oxide and other hazardous substances invasion of macrophages the health of consumers, buy low, sell the net rate of soot machine into the kitchen of the "invisible killer." The Gehringer "deep attached to smoking," smoke machine is to find a consumer dissatisfaction with skewed appearance and unique style of "cyclone" technology that can produce high-intensity air flow cyclone cluster, the resulting super- adsorption ability, and can continue to effectively absorb the net 18? 28 cubic size of the kitchen oil, tobacco and other polluted air and to an astonishing 99.7% of the net absorption rate of the machine designed for 24 hidden swirl adsorption channel, it enables the fumes generated in the process completely in cyclone separation, so that smoke and ventilation ducts lining the body never become greasy kitchen air pollution index is far lower than 0.01%. Gehringer "deep attached to smoke," smoke machine does not use product innovation and cutting-edge technology, not to put a lot of R & D funds, but the integration of existing technologies in other areas. Innovative products and won consumer recognition but is worth mentioning that Gehringer "deeply attached to smoking," hood's "Bao Chao pepper without choking smell," as consumers buy the standard hood.

If the ad is really a brand mantra, can you break?

Living in disadvantage for small businesses, marketing can not greater than the sound, market leader to rely on until then, weird to do marketing. We often can see some of the demands of SMEs in the marketing of the games are played on the imitation of large enterprises, such as imitation of McDonald's "I'm like," Remy's "good nature to," and so, this appeal is not suitable for small enterprises, because these relatively broad language in the advertisement only large-scale, long input can the Advertisements and linked to a brand, or do not know who shouted, so that consumers can not agree. Advertising SMEs to do more with less work, to always focus on the four key.

1. Product naming is a prerequisite. To promote the success of a brand, of course, need all perfect, but in any case, a good product brand name will bring more with less spread quickly accepted by consumers. To the product named to take into account three points, a category where the characteristics of, and second, suggest product features, third, to convey the brand's positioning. China Marketing industry as the product name of a successful case is very large, such as "Shangwutong", "easy to remember Star," "Orange and more", "Nutrition Express," "Kung Fu fast-food chain of steam," and so on, but there are not less because of the bad name from the greatly affected the market, such as vinegar, "One World", world's associate degree at what? is not linked with the vinegar, in the advertising business despite the fanfare, but is not given One obvious reason for consumers to buy, believe that the life of the product will not last long, so if do not do change.

Then the product name should pay attention to what factors? I consolidated a little, summarized 7:00: First name must be a positive association with the degree, associate degree and the product itself and the demands of match; 2 is the best name, should have a rich secondary communication resources, such as "Quanzhen", "steam Kung Fu Hustle" and so on; third technical features if implicit, and standard on the better selling points, such as "anti-power wall", "deep attached to smoking," etc.; 4 is good name must be unique characteristics or open category with a category such as "amber? gold tea", "Nutrition Express" and so on; 5 is named to the target population to take care of the level of understanding, the pursuit of the farmers not to be too elegant, white-collar workers, do not Taisu ; 6 is named also take into account the different regional accent sounds like the Cantonese pronunciation of some words have other meaning; 7 is the last to consider the religious or cultural practices of taboo, after all, market will be a public name.

2. The value of information is the core. Throughout the advertising style of domestic enterprises can use the word profile?? Yell, compared with the traditional street selling, but in a slightly more civilized, not to communicate in a equitable way, and consumers. They often stand on their own position from that it would like to question the homogenization of the product itself, because there is no unique value, blank is to identify the selling points of differentiation, so there crying all day, rely on highly seditious way Huyou consumers, how can such advertising market in China today can work? the communication is different, communication is a kind of inner communication and recognition, equality and communication is the problem from a consumer standpoint, from a consumer on the requirement of consumer products, unique value will be recognized. Therefore, the demands made on the value of buying information is a core management point of advertising success.

3. Brand image is the main line. Brand image or brand image the main spokesmen lack of core strategies, changes in policy, resulting in a serious waste of advertising resources, and this is common problem for SMEs. For industrial products, the reason to grasp fully the aspirations to reasoning, to enable customers to benefit calculated the size of these products when the visual center of publicity focused on products, supplemented by figures, both unreasonable demands, there are sensational appeal, basically products mainly expressed through the character and content of the product positioning. For fast moving consumer goods, the general is mainly emotional, rational, supplemented with sensational

by: gaga

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