Five typical problems of brand building (below)

Fourth, ignore the brand's foundation - quality

Some companies find us and come up with the products produced by their own companies: “It's the product that makes it a brand name.” That's easy. It seems that all products can become famous brands as long as they are spread. However, when we deeply understand its products, we find that some products do not have the “quality” of becoming a famous brand. There are two main reasons:

1, the product has no difference;

2, the general quality, even poor quality.

Uncharacterized products are naturally difficult to come to the fore in the market of brands such as forests, and even worse are low-quality or inferior products that do not even have market access qualifications. It is a waste of effort to create brands with such products. All branded products have a common characteristic - excellent quality. Although the most talked about branding is about concepts, selling points, positioning, services, and integrated communication, consumers are most concerned about the core benefits that products can bring, and the fundamental guarantee for such interests is quality. Consumers have bought low-quality or inferior-quality products under powerful communication and promotional offensives. Will you say good things about this product? One of the most effective ways for brand communication is word-of-mouth communication. The effect of word-of-mouth on branding is obvious, but negative word-of-mouth will also ruin a brand. Quality - the lowest threshold of the brand hall.

Maybe some of my friends will ask me: Now, some products in the health care products industry are very low in quality or simply ineffective, but they are still selling very hot. Their popularity is also high. How can they be explained? This phenomenon does exist in individual industries. The health care products industry is its representative. Because the purchase of medicines and health products is very professional, most consumers do not have this ability, so advertising, expert recommendations will be popular, all concepts fly, and the core concept of health care products is health, There is no therapeutic effect, and buyers are mostly for health care. Therefore, the quality of health care products has been obscured. In addition, the trend of the gift of health products has weakened its own attribute characteristics and quality. Notability is not equal to reputation, and it is not equal to loyalty. With the maturity of consumers, conceptual products without quality and core values ​​will slowly lose market space for survival.

V. Lack of brand protection awareness

Today's companies all know that if companies want to grow and develop, products must have good sales, they must have their own brands. After knowing the importance of the brand, they will devote all their efforts to creating their own brands, and they will consume a lot of manpower and material resources. However, for the hard-working brands, there is no effective protection, and even some companies do not have the awareness of protecting the brand. Think that creating a brand can be done once and for all. The brand will bring continuous profits to itself. In theory, the life expectancy of a brand is much longer than that of a product. It can be several centuries or even longer. Of course, it may be several years or several months. Although a brand has immeasurable value, but the brand's fragile brand, like a baby, must be meticulously taken care of by the brand managers, accompanied by its slowly growing and mature. Because of the lack of awareness of brand protection, some companies have easily broken their brand with sweat and money, such as improper brand extension, brand image change, no long-term brand planning, brand squatting and acquisition, etc. The brand may disappear instantly. A lot of energy, material waste, people feel sad.

The brand road is a long way to go, we call for our own brand of 100 years, and we also hope that there will be more brand managers with strategic vision in the Chinese market.

China Tobacco Online