Abstract: Internet business has never been like products, automotive industry that has a strong consumer awareness of brand management, the main reason lies in the degree of competition is not as intense, give us feedback is the most intuitive, "we in addition to this product, which can also be used?" alternative is not strong, it leads to not have so strong sense of crisis in the brand.
Internet business has never been like products, automotive industry that has a strong consumer awareness of brand management, the main reason lies in the degree of competition is not as intense, give us feedback is the most intuitive, "apart from the products, which can also be replaced not?" strong, it leads to not have so strong sense of crisis in the brand.
, however, this does not mean that Internet companies do not need or should not have optimised operation in the brand space, after all, when the enterprise develops to a certain scale, the hearts of everyone on the enterprise brand as the first cognition, both in product selection or recruitment, word of mouth, will have a very big impact on the enterprise. With the side, while cursing, it seems that is not particularly good thing."
aside 4P, 4C, PR, advertising second and so on, such as the traditional theory of foreign countries do not talk about, from the perspective of localization, the brand awareness of enterprises can be divided into three stages:
The first stage is the
layer product ideas, that enterprises in the transfer of brand value, the most used is to tell you, how and how to use this product, and there will be no other content, what brand of user guide, does not think. This is like a very "out of control", natural growth, survival of the fittest;
second stage for marketing ideas, enterprises in the introduction of new products, will give the product to do some packaging, and even planning some activities, advertising, more people. Although at this stage there have been some awareness of the brand management, but the actual results, in fact, the effect is more general, often marketing effect or rely more on the product itself, and not to have too many products plus
third layer is the highest level for the value of output, a little bit of professional words called brand premium, more popular is called feelings". Companies launched products, is no longer a simple product, but to focus on why to launch such a product, behind the story is how, from the feelings of the real people. Is equal to buy American patriotism, which is typical of the output values.
if the line of sight back to the country, will be found like Baidu, Alibaba, Tencent three Internet giants in brand management, but also have their own style".
according to public information, Baidu’s market head Zhu Guang, Lenovo executives market background; before Ali Wang Shuai, now head of the actual abdication, legend is Chen Liang, one is worth. "