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Hardware Brand Action--Iceberg Theory
Source： Time：2019-06-08 06:00:02 views：
The form and content of the hardware brand dialogue
(1) The way of learning
Hardware Brand Dialogue · Sharing of Brand Wisdom
The Hardware Brand Dialogue conducts in-depth exploration and research on the experience and wisdom formed by successful Chinese and foreign companies/brands in brand operation, and conducts in-depth discussions with the majority of hardware companies in terms of brand operation through dialogues, forums, product releases and other related methods. Discuss, communicate and share wisdom.
Hardware Brand Dialogue is a situational, interactive, case-based and inspiring learning form.
⑵ platform for communication
For the developing hardware enterprises, there are various choices of learning content and form, but through our investigation and research, it is found that enterprises are more looking forward to a situational interactive learning method. That is to say, we hope to have the opportunity to ask, consult and communicate with direct and successful brand operators.
The hardware brand dialogue combines the learning needs of enterprises. Successful brand operators and brand experts are invited to have face-to-face exchanges with enterprises, and before the exchange, they will answer the common questions about brands submitted by participating enterprises one by one.
(3) Channels of dissemination
For hardware brand enterprises and brand operators, brand dialogue is a professional communication channel. Experience, wisdom and opinions can be disseminated to the vast number of enterprises through this platform, and it is also a medium for the dissemination of their own brands.
For experts and partners, the hardware brand dialogue is not only a channel for their own wisdom and theoretical dissemination.
When it comes to branding, I have a lot of ideas. "Brand" is an endless topic, brand resources, value, management, operation, every brand manager may have his own set of theories about "brand". How should the operation of the hardware industry work and how to operate it? Let's first take a look at the "Brand Iceberg Theory" of Dahua Zhidao's original brand operation, which will play a role in the brand operation of Chinese hardware enterprises.
Dahua Zhidao's original brand operation "Brand Iceberg Theory"
A brand is like an iceberg floating on the sea. The "water part" is the most intuitive impression and feeling the brand brings to consumers, and it is the endorsement of the brand image, and the "underwater part" is the support of a brand. What Dahua Zhidao has to do is to help companies gather the best and most valuable brands into the "water part", and let the other parts hide them deep underwater, so as to fully support the "water part", " The deeper and stronger the "underwater part" is, the more advantages are revealed in the "water part", the brand will be favored by more consumers, the iceberg of the brand will become bigger and bigger, and the enterprise will develop. better.
Among them, the "water part" mainly refers to the brand concept, brand value, brand personality, brand performance (concept, appeal, creativity, performance, media), which is the externalized performance of a brand promotion, which is embodied in brand naming, logo, advertising slogan , advertising creativity, promotion strategies, promotional activities, brand services, brand experience, etc., are consumers' most intuitive impression and understanding of the brand; "underwater part" refers to brand culture, brand quality, brand management, marketing, Finance, etc.
Brand War Theory
Brand War Theory: 361°C Brand Management and Solutions, the only magic weapon for small and medium-sized enterprises' brand development!
The mall is like a battlefield! Brand is the key and magic weapon to win the modern business war!
If China's 45 million small and medium-sized enterprises want to become future leading brands, they have to face three major battles:
Breakthrough war: The typical feature is thousands of small brands, brand homogeneity, product homogeneity, product wars, price wars, promotion wars, vicious competition, fighting each other, and losing both; how to solve the problem, out of this suicidal war
Defense battle: At this time, the typical feature of the brand is that after the first two battles, the company has become a strong leading brand in China, but what follows is competition and competition from the world's top 500 international brands. In the face of these powerful opponents, We can't help but look young and thin. We will keep a low profile for a long period of time, fight a protracted defense battle, and finally realize the dream of a century-old Chinese brand and an international leading brand.
Brand Competition Marketing Theory
Competition marketing refers to the means and methods of competition, allowing consumers to interact with the brand, and then achieve the purpose of brand communication. The super girls in 2005 and the happy boys in 2006 are just one way of competition marketing, all of which have achieved empty success, making the company a lot of money. So what is the unique charm of competition marketing? This is because competition marketing is based on the interaction between brands and consumers, and its effect can be effectively monitored. For example, the number of participants and the number of participants that can affect the number of people can be monitored through the effect, and its scale and effect can be based on the enterprise. The funding status can be large or small, and the investment cost is relatively small compared to other promotion methods, which can be said to be the highest level of promotion effect. The traditional hard advertising methods such as TV advertising, outdoor advertising, magazines, newspapers, Internet advertising and other advertising methods are mainly based on a single information dissemination. Consumers cannot communicate and interact with information, but passively accept it. It is naturally much smaller, and competition marketing is based on the interaction between consumers and brands, so competition marketing is the best effect and highest level of brand communication.