Brand is not only the logo of an enterprise, product or service, but also an intangible asset that reflects the comprehensive strength and management level of an enterprise. It plays a vital role in business wars. For an enterprise, only by using and operating the brand can it win the market.
Brand marketing is the process of making customers form a cognition of the enterprise brand and products through marketing. To grasp the concept of brand marketing, we need to pay attention to the following points.
(1) Brand marketing is achieved through various marketing means. For example, telling brand stories and establishing a brand identification system.
(2) Brand marketing is a “process” for customers to identify and recognize the brand. Therefore, brand marketing needs to be carried out continuously. It is not easy to gain customer recognition.
(3) The purpose of brand marketing is to implant mental models. This mental model is often a vague feeling. Therefore, brand marketing needs a carrier. In addition to products, there must be corresponding services and visual identification, such as LOGO. At present, most excellent cross-border e-commerce companies hope to create brands with independent intellectual property rights, and no longer just serve as OEM factories to earn hard-earned processing fees with low added value. Creating a brand is a systematic project, which is difficult and risky, making many small and medium-sized manufacturers reluctant to engage in brand marketing.
The main functions of brand marketing are: first, to obtain brand premium, that is, to increase product gross profit; second, to gain customer loyalty, that is, to improve business stability.
In addition, brand marketing also has the following functions:
(1) It helps companies adapt to the market and meet consumer needs;
(2) It helps companies gain an advantage in market competition;
(3) It helps improve the efficiency of companies.