Brand is the face of an enterprise, its reputation, and the soul of its long-term development. Successful companies will put their brand building in the first place for long-term development, and give the brand a certain cultural connotation. A brand with a good reputation can bring continuous power to the company.
From the perspective of the overall development direction of an enterprise, extending vertical development to horizontal development is a scientific development strategy. However, when a relatively successful brand is developed from vertical development, another product or service will be developed. We call this the enterprise's Diversified development, many companies are seeking diversification, and strive to have a huge product system to cope with more severe market tests, but many companies are blindly pursuing corporate diversification, and they make their products dependent on Of course, we cannot completely deny that this is wrong in trying to use the existing brand to drive new brands, but at least in the long term, this brand marketing strategy is still open to question.
Indeed, in the short term, this strategy is still feasible, but if we do it in the long term, we have to separate the new brand from the original brand and operate independently to establish a new brand building plan. Otherwise, if the products derived from our diversification are many and huge, then our original corporate brand will become a drag, and the new brand will always be shadowed in the shadow of the original brand, and it will never be possible Beyond the old brand. Therefore, companies should build independent product brands in the later stage. To give a simple example, JJ Lin, who is now famous all over the country, was brought out by his senior brother Adu. Adu also supported Lin JJ well. But later, when JJ Lin became more famous, people gradually started to talk about him and Adu. The voice slowly seemed to disappear, thus ensuring JJ Lin's stable and rapid development in the later period.
The brand of an enterprise is also the positioning of the enterprise or product. We implement independent development of the brand to present the product in a professional image and reflect the product focus. If we are attached to the original brand, we will easily lose the decision-making of the product. The focus is, if it is cross-industry diversification, then our brand will appear nondescript, confusing decision-makers, and creating ambiguity among audiences and users, so that our corporate brand will lose its competitiveness.
As we all know, in this era of "overflow" of brands, it is a trend to use "professional and refined" to represent our audience, and it is also the center that needs to be grasped to improve brand competitiveness. How many of the hundreds of products under Procter & Gamble are How many people can count them one by one? Procter & Gamble has achieved independent brand development, so we only know that there is Rejoice, and few people know that there is Procter & Gamble. The diversified development of the brand will burden the brand and eventually lose its brand competitiveness.
Therefore, in conclusion, building a brand is to shape the brand's competitiveness. The brand's competitiveness comes from the brand's independence, professionalism and precision.
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