Brand architecture

Heavy products

You do your advertisement very well on your own brand

Operating mode

Back, there is a brand strategy To integrate all

to build

Brand is not only a well-known, but also a business all my ideological behavior. In other words, only the propagation may not be enough to become a brand, the Chinese have an old saying: We must not only listen to his words, but also to observe it. All companies itself, when you want to build a brand, don't say that you have a very good advertisement, you should have a brand, but should be the same as the advertising from a company, a brand concept and product line. You may be enough to become a brand. We found a thing from the study, and the business model of the existing customers is like this: you have a business strategy, then you want to create a customer experience to form a brand impression.

, but in fact, what we see is: the business strategy itself focuses on products, our brand owners put heavy gold in all products and services, of course, they are accidentally advertised, using identification, It will also make sales channels, he has a business environment, and even the company's personnel system or its organization, but these things are all polite, so they will find such a problem: it may be good, but it is entirely Brand is united.

In fact, a real brand company, its operating mode is: there is a brand strategy behind the product strategy to integrate all things, including your products, personnel systems, advertising, public relations, other and brand-related behavior. This way we can say that really complete its own brand. Going back, the brand architecture is: According to the signing from the brand, then how to construct and communicator, each department, your departments, your strategic alliance.

The problem that is often encountered is: 1. Organization expansion, your complexity increases . After expanding, we have multi-brand, multi-product, but there is risk after organizing expansion. If the company is in Beijing, Shanghai, there are more than a dozen branches across the country. How can I manage? Of course, how do you handle brand problems after very popular mergers, or mergers? II. Why do many companies often use a single brand , because many brands have a very high cost to many business owners, each product is going to advertise, each product is going to increase sales channels. And the market changes very quickly, in our experience, 3-6 months market has a very dramatic change, so how to face this fast-changing market? This requires us to make brand architecture, to define what is the group company, what is a subsidiary, what is the enterprise, what is the product line, and then play a whole overall effectiveness.

Basically, brand architecture can describe the independent individual, namely the relationship between group companies, products, products and services; what is capable of describing something, what location, he can provide What kind of product or service; it is a "organization, is an organization of home appliances or the organization of human life; it reflects the needs and distribution of customer base.

type

A brand company is the organizational structure. We are talking about the brand structure from the perspective of marketization. There are three types of brand architecture:

multi-brand

P & G is a typical multi-brand company, in such a brand architecture In the middle, we can find that you have a corporate brand, but never use a corporate brand to do a product, and each product is a single brand, which is used in a multi-brand strategy. In this picture, we can see that a corporate brand and a product brand, their communication object is actually not the same. We see some brands on TV, in fact it communicates is not very efficient. Because they are a corporate brand, and a corporate brand really communicate object is a government unit is an investor. If you do not use a TV, people will see that these brands will be inexplicable. "Why do you tell me these words? What is the reason for this phenomenon is that the advertiser did not distinguish between enterprise brands and product brands.

Book Brand

In the world, you will think of nutrition, so it uses all the products related to all the brands. "Nestle" word. If you are unrelated to nutrition, it is related to the food, and an example says that Nestle is in the condiment market. It is a marketing of "America" ​​brand, "Nestlé" is the back book behind "America", this is a back book brand.

Single brand

BMW, it is positioned as the best driving machine in the world, from its enterprise to the product surface, no matter whether it is a motorcycle, even a bicycle, it always Hang the same brand. Of course, it is doing motorcycles, bicycles, cars are in the triangle cutter, we have to know that a BMW bicycle is sometimes more expensive than a car. Planning recognition architecture