The reason why a good brand can become a good brand is not only reflected in the external marketing communication level, but also from the inside to the outside.
First of all, let's look at the front end capability of the brand, which is the part of the brand that users can intuitively feel and show to the outside world, mainly including brand power, product power and growth power. It is not just how many people know your brand that measures the strength of a company's brand. Because now we have passed the "brand =In the famous brand stage of "popularity", we should take a more three-dimensional view of the brand as a core asset of an enterprise. In addition to reducing the cost of consumer choice, it should also support the premium of the brand, improve the bargaining power of the channel, and make more users willing to follow you and become your super users.
02 What is product power? product namely Brand starting spot , No Product force As a basis, efforts in other aspects are meaningless, but what is a good product force? Although China, as the largest manufacturing country, has a strong supply chain capability that has led to serious homogenization of products in many industries, we can still see that many cutting-edge brands, relying on their keen user insights, continue to push the old through the new, meet user needs through product innovation and micro innovation, surpass peers, and improve or even define industry standards by their own efforts. Good products should not only meet consumers' material needs for product functions, but also meet consumers' spiritual needs. It is the real dividend at present to leverage the spiritual needs of users. We have entered the era of flow stock, which is the current general consensus. More and more expensive traffic makes it impossible for brands to attract new customers and expand their scale blindly, as in the past dividend period. In the context of the new traffic age What does "growth power" mean? When the increment reaches the top, it is more important to do a good job in the operation of the existing stock. In the process of changing from extensive operation to refined operation, how can the brand talk with users, and how can users continue to buy your products, even become your super users? How can more users become super users who buy more, use more, have high loyalty, and take the initiative to spread the brand? This is an important growth problem that every brand needs to think about and solve at this stage, and it is also the key to maintain long-term growth of the brand. Therefore, the growth power also reflects the brand's ability to build relationships with users. Second, let's take a look The back-end capability of the brand, main Including: financial management, organization system, data center To put it bluntly, the reason why brand enterprises can continue to grow and expand their scale, gain users' love and re purchase, improve technical barriers and make public praise products, main It still depends on an efficient, executive and responsible team; Healthy and reasonable resource allocation and data precipitation that can guide decision-making. The precipitation of these capabilities also determines whether the enterprise can survive through the cycle in the unpredictable market. 04 What is organizational capability? All enterprise development problems are ultimately human problems. No matter how good the strategy is, there is no team that recognizes the enterprise's mission, has high execution, and is iterative at a high speed. The improvement of the front end's brand power, product power, and operation power may be zero. Moreover, organizational capacity is more likely to become a barrier for an enterprise, making it difficult for competitors to catch up easily. 05 What is financial management ability? Consumer goods should be created from Of Since the first day, it has been a profitable business, but we have seen that many brands spend a lot of money to pursue scale through financing, and do business at a loss. When the capital bubble disappears, these cannot voluntarily Hematopoietic enterprises will not survive. Of course, it does not mean that enterprises cannot sacrifice part of their profits periodically to seek long-term development ， It is a healthy financial model that can support enterprises to invest more in technology development, talent recruitment, brand health, which can be effective with long-term investment. 06 What is in data platform Ability? At any time, enterprises need to fully understand the habits and suggestions of respecting consumers. Then, the data middle office is a tool that can help enterprises understand consumer habits and images more concretely. This is to support the enterprise The future oriented ability to make correct decisions and seize opportunities in the "people-oriented" era. Many big brands are investing a lot of manpower and financial resources to build their own digital middle ground, depositing user information and behavior into data, objectively reflecting user preferences through sufficient big data analysis, supporting enterprises to better iterate products, update growth strategies, perceive market changes in advance, and achieve Effective results 。 It is not just the brand's recognition, reputation, extension, exposure and other influential indicators still Including the breadth, height and depth of brand equity. Brand breadth represents brand popularity, crowd coverage and penetration; Brand height means premium ability, which is a strategic asset of a brand; Brand depth shows the relationship between the brand and users. How many super users who love you deeply are willing to become the tap water of the brand. Only by comprehensively measuring these three directions can we truly perceive the brand power of brand equity.
