The Competition Between Product Brand And Enterprise Brand

Liu Yongju, a famous marketing real war planner, is the chief consultant and chairman of Beijing Fang Yun run marketing planning Co., Ltd.

Enterprises rely on product brands to support growth, so we can not just do it. Enterprise brand And no product brand. Most domestic enterprises will do business brand, rather than struggling to shape the product brand, so that consumers perceive and love this product brand.

I quote Kotler: "only visionary company leaders are willing to make product brand building attempts. China's visionary leaders have successfully created a trustworthy corporate image. Now, we must also build visionary leaders to create exciting brand names. This is the next task for Chinese business leaders in marketing. When this task is completed, it is the day when Chinese enterprises surpass foreign competitors to get their own market excess profits.

Can this sentence enlighten the enterprises we are facing now? The former German Chancellor Schmidt also pointed out that brand is the only way for China to succeed in the next Cultural Revolution. It will conquer the world and become a sales machine in China. This twenty-first Century revolution will have a great impact on the world order.

Now many enterprises in China have come from Product marketing Turning to brand marketing, from rational concept to perceptual concept. Consumers buy our products because the products bring benefits to them, which is rationally accepted. However, what we want to sell to them is brand names, and we hope that they will receive more sensibility.

I know that an educational product company has occupied 50% of the market share of IT training market in a province in only three or four years. It now has a very realistic problem, which is how to build corporate brand and how to deal with the relationship between various project brands.

I have a detailed understanding of its situation and found that it only promoted three items for historical reasons. project The product brand does not make the brand of the company surfaced. Now, there are two totally different viewpoints in the company. One is that it should join the company brand in all projects like Procter & Gamble, and promote the brand and product brand of the company. The other is that the three products correspond to different crowds, and a company brand will do harm to other brands in the future.

In fact, this problem is encountered by many business leaders, and it is also a contradiction that domestic enterprises generally do not handle well. It is usually said that only when the product brand is good can enterprise brand be good. However, if our products are growing up or expanding the market scale, we should use the best selling product brand, that is, the most personalized product brand to occupy the market, and then promote the growth of enterprise brand.

For example, the above example, since it has accounted for 50% of the market share of the province, it should continue to expand; when occupying a larger market share, it is very easy to develop any small brand. However, when we do not reach a certain scale to develop small brands, we will encounter the problem we often worry about: small brands will hurt other brands.

If a few brands are not good for a group, if it is a group, the degree of injury is the biggest, because they all face the same target group, and they will compete for each other. If we want to occupy a target market at the same time, we must occupy it first and then do something else so that the brand can be established slowly.