Brand promotion is very important things
to be known your product to every single people. Promotion of a new brand on
impossible without its positioning market. And this process begins with the
selection of the name. Large companies when deciding to display products in the
international markets, be sure to carry out in-depth study of the selected
name, to avoid unpleasant coincidence or associations. In addition to the
semantic load is analyzed and the sound of the word. Branding is most contextual
to consumer goods.
Basic concept of brand promotion is
contained in the following stages:
Ø
Promotion;
Ø
Approximation;
Ø
Pushing.
Traditionally used for this channel
branding:
Ø
Promotions;
Ø
Sampling;
Ø
Merchandising;
Ø
Dealer networks.
At
the profane in human branding nuances may get the impression that the branding
and products related to the category of high-tech products are not compatible,
as the methods used in the process, does not correspond to this type of
product. But in the modern world commodity too quickly follow each other and
ignorance of the advantages of the product with a new name branding transferred
to the status of the most popular processes in this product category. Choosing
a marketing strategy for brand promotion,
it should be remembered that the introduction of a corporate brand is different
from pairing new name goods in the consumer market.
Corporate
brand is slightly different from the classic product brands. The brand of the
company - this is not a trivial logo and beautifully designed and decorated
site. It is rather a set of experiences that is the name of the company and,
accordingly, the whole attitude of the concerned category of persons.
Therefore, corporate brand building requires an individual approach in each
case.
Strategies for promotion of brands:
The
most commonly used two strategies to popularize the brand:
Ø Push
(push);
Ø Pull
(pull).
The
choice depends on the result obtained after applying analytical market review.
Promotion of brand strategy:
Push
strategy is used for the new brand PR companies that specialize in industrial
goods. While Pull the most suitable for consumer markets. This is a favorite
strategy of resellers, which seemed to "tighten" the goods to
potential buyers.
It
should be remembered that it is impossible to oppose these strategic methods to
each other as they are complementary, and the greatest effect brand promotion will combine both
approaches.
If
you stop the selection on the Pull-strategy, it is required to conduct rigorous
analytical study of the market situation. It is necessary to identify the main
needs of the potential target groups so that only that product appeared enjoyed
high demand. The main item of expenditure includes costs associated with
carrying out in-depth market analysis.
This
option strategy is typical push the brand through a variety of marketing tools.
The money is mainly invested in advertising campaigns.
The basic concept of the promotion of the
new brand:
In
today's society, which is simply overloaded with information, promotion of the
new brand is simply impossible without the right strategy developed. The range
of products on the market today is very wide, so the new name of PR options
differs from each other.
The concept of brand promotion:
1.
Complex
promotion
The
emergence of the vast new name goods market always gets the response, as well
as a certain attitude to it is formed. But it does not always respond as
expected. The reason for this is quite simple - the buyer under certain
circumstances does not get the opportunity to make the right impression about
the product. Therefore, the potential buyer need help to appreciate its
advantages. It is in this situation, a comprehensive strategy is used.
Correct
positioning of the new name is only possible after the audit conducted by the brand
that is evaluating its position with respect to the competitiveness of products
from this category and the direct perception of the consumer product.
The
audit should be repeated periodically as the market situation may change, and
the success of the brand to drop.
Spend
two types of audit:
Ø
Interior;
Ø
External.
Development
of brand promotion strategy is
admissible only after the full audit.
Internal audit:
This
process includes the following items:
What
is the vision, leading the strategy and mission of the company, as well as the
role of the brand in the business?
ü Identification
of weak and strong qualities of not only the new product but also the company
as a whole;
ü Analysis
of the marketing activity.
External audit:
The
following events are held here:
ü
Analyzes the market environment;
ü
Conducted a study market trends;
ü
Analyzes the general perception of the brand by
the consumer;
ü
Conducted analytical evaluation of competing
companies, estimated the advantages and disadvantages.
Marketing strategy:
An
important step in the positioning of the new brand is the time of formation of
its perception. To this end it shall be attached to the strategies applied
clearly and well-designed plan. It should be remembered that the promotion of
the brand - not just showing beautiful images on a blue screen or set of
banners with his picture, hung over the city. It is a daily process that
requires precise analytical calculations and adjusting actions.
An
important component in this process is the promotion of a new product in the World
Wide Web, the potential of which simply do not have borders. There are many
proven ways:
Ø
Promotion through social resources;
Ø
Search engines;
Ø
Contextual advertising and others.
With
network version of promotion marketing strategy has some differences.
The methods of brand promotion:
Methods
of branding may be different, but always keep in mind that the formation of
loyalty to the new brand includes a number of nuances.
First
of all, it is necessary to take into account a possible portrait of the
consumer. You cannot miss and the general appearance of a competitive
environment, as well as the specific features of the industry. True developed
and implemented action helps create brand awareness.
In
addition to this new commodity name should positively perceived by the
potential consumer audience listening. Therefore, once created a positive image
should be maintained constantly, regardless of the stage of its existence.
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