Brand strategy refers to a series of corporate management and marketing methods that can generate brand accumulation, including all elements including 4P and brand identification. Brand strategies mainly include branding strategy, brand user strategy, brand repositioning strategy, brand extension strategy, multi-brand strategy, and corporate image identification system strategy.
1. Branding strategy
When making branding decisions, cross-border e-commerce companies generally establish their own brands and trademarks. Although this will increase the cost of the company, it can give the company a lot of advantages in market competition.
2. Brand user strategy
There are three strategies for cross-border e-commerce companies to use brands. One is to use their own brand, the second is to use the brand of the middleman, and the third is to use the above two brands in combination.
Cross-border e-commerce companies can use their own brands. This brand is called corporate brand, producer brand, and national brand. Cross-border e-commerce companies can also sell their products in large quantities to middlemen, and the middlemen will resell the items with their own brands. This brand is called middleman brand and private brand.
Cross-border e-commerce companies can also use their own brands for some products and middleman brands for other products.
3. Brand repositioning strategy
Brand repositioning strategy refers to a brand whose initial positioning in the market may be appropriate and successful, but the company may have to reposition it later. There are many reasons for this, such as the approach of competitor brands, which gradually eliminates the uniqueness of the company’s brand and reduces the company’s market share: changes in consumer preferences, thereby reducing demand for the company’s brand: or the company decides to enter a new market segment.
When making a brand repositioning strategy, cross-border e-commerce companies should first consider the cost of transferring the brand to another market segment, including product quality change fees, packaging fees, and advertising fees. Generally speaking, the larger the span of repositioning, the higher the cost required. Secondly, consider the possible benefits of changing the brand positioning. The size of the benefits is determined by the following factors: the number of consumers in a certain target market, the average purchase rate of consumers, the number and strength of competitors in the same market segment, and the price to be paid for brand repositioning in the market segment.
4. Corporate Identity System Strategy
The Corporate Identity System (CIS) strategy refers to the use of an overall communication system (especially visual communication design) to spread the business philosophy and spiritual culture of cross-border e-commerce companies to customers, employees and the general public, and to enable them to have a consistent sense of identity and values towards the company. It consists of the following three factors:
(1) Mind Identity (MI):
(2) Behavior Identity (BI):
(3) Overall Visual Identity (VI).