Operation and management of network brand
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-06-14
（1） Brand value analysis and hierarchical management A successful enterprise has at least one well-known brand, which is why people think of "Rolex" when talking about watches, "LV" when talking about satchels, and "Chanel" when talking about perfume grabs Similarly, this is a high combination from brand value to brand relevance. Of course, not all brands can be so favored by consumers. Due to different degrees of relevance, consumers Website construction The recognition of products is also different: the corresponding brand management will also be different. Figure 7-5 shows the five levels of consumer brand relevance. 1. Longitudinal analysis From a vertical perspective, with the gradual increase of the degree of correlation, consumers' awareness and dependence on the brand also increased accordingly. (1) At the lowest level of brand awareness stage, consumers may only have initial contact with the brand and know the existence of the brand, but have not yet established a strong preference for the brand. The strategy that needs to be taken is to increase advertising efforts to spread product information widely. (2) In the second level of brand recognition, consumers may get a good experience and further brand goodwill through their own or friends' personal attempts. The strategy that needs to be taken is to actively strengthen after-sales service and strengthen customer brand loyalty. (3) At the third level of brand connection, consumers have established ideological or practical ties with the brand. When purchasing products, they can first think of the brand and take the initiative to contact businesses to understand the product situation. At this time, it is necessary to strengthen pre-sales and in sales services, and provide convenient and enthusiastic services for customers to understand the products. (4) At the stage of the fourth layer of brand community, consumers' initiative was further enhanced, and consumers with the same brand preferences established direct or indirect contacts, and often communicated in the online community. Enterprises should try their best to establish online forums on their own websites for customers to discuss freely, collect opinions and give feedback in a timely manner. (5) At the highest level of brand advocacy stage, consumers have automatically acted as the spokesperson of the brand because of their extreme preference for the brand, and began to actively promote the brand to people around. 2. Horizontal analysis Horizontally, the five levels from brand awareness to brand advocacy and the number of consumers who may participate constitute a pyramid. In other words, from the lowest level to the highest level, the corresponding number of consumers gradually decreases. This structure shows that the number of people who have a preliminary understanding of the lowest level of the brand is the largest, and they need to strengthen their loyalty to the brand. Only a few consumers are at the top of the pyramid, but they are brand advocates. They will take the initiative to tell other consumers how excellent the brand is, and try to persuade other consumers to make the same decision to buy this product. Of course, their propaganda direction may not be consistent with the merchants' propaganda goals, which requires merchants to supervise the brand's network information, and try their best to use various network tools to guide and encourage the voluntary spokesmen. An enterprise's brand management of products will bring many advantages to consumers and manufacturers. From the perspective of consumers, consumers can distinguish the source of products through brands, know who is responsible for the products, and reduce the risk of shopping. Brand is a contract between consumers and enterprises, a symbolic way of consumption, and a sign of quality. From the perspective of enterprises, brands can simplify operation management, protect brand intellectual property rights, guarantee quality, and endow products with unique associations. Brands are also the source of competitive advantages and financial returns for enterprises. Brand equity can improve the loyalty of customers and enhance the resistance of enterprises to competitors. Products with the same quality can set higher prices, make marketing activities more efficient, and effectively extend the brand. （2） Problems that should be paid attention to in network brand management Network brand is very different from traditional brand. Traditional advantageous brand is not necessarily network advantageous brand, although it has certain advantages to some extent. The establishment of online advantageous brands requires brand re planning and investment, which also means that the company cannot rely only on traditional brand advantages if it wants to succeed online. The following issues need special attention in the management and shaping of online marketing brands: 1. As a virtual world, the network means mystery and uncertainty to many customers On the Internet, no one knows your true identity, and the Internet is invisible. Therefore, online brands are particularly important to customers. Those enterprises that have established brand reputation in the traditional marketing environment will also extend their brand reputation on the network, while those enterprises that have not much popularity should pay more attention to the accumulation of their own reputation when conducting online marketing. Specifically, the enterprise is required to provide customers with high-quality products and services, give customers humanistic care, and keep promises in terms of payment and delivery. Customers will trust the brand more and more through their own experience. So as to achieve the purpose of building a good brand image. 2. Online brands can be publicized through the combination of network and traditional media For enterprises carrying out marketing activities in the network and traditional marketing environment, their brands in the network and in real life can promote each other, because customers can shuttle between real life and the virtual network world. 3. Focus on strengthening brand management by means of network Focusing on strengthening brand management through network means involves two levels of work: First, brand positioning. Enterprises should pay attention to the use of traditional channels and online channels, do a good job in the research of online brand positioning and brand strategy formulation, and take the initiative to understand the feedback from consumers in many aspects during the brand promotion process. Second, brand monitoring and evaluation. The network market environment is more changeable and has a wider range. In order to fully understand the market information, it is necessary to use network means to realize real-time monitoring of brand network behavior. Some Internet companies reassess their business models and brand building strategies almost every week to establish their dominant position in market competition and make timely adjustments. 4. Observe network etiquette and create a good image As a virtual world, the network has its own etiquette requirements. Enterprises that observe these etiquette in the network will leave customers with a good impression just like they have an elegant image in real life. This is of great benefit to shaping the brand image of online marketing of enterprises.
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