Build a strong brand is the ultimate goal of the consumer brand recognition carved in the depths of the brain, a clear, personalized associations. Only that the ultimate goal beyond conventional marketing communication, the letter by the commander of brand recognition system to all marketing communication activities can create a strong brand.

The past two years, energy, raw materials, wages, land and other factors of production prices turn up, and the product"s sales price but on the decline, the brand enterprises become more and more aware of the importance of intangible assets. Brand because customers can upgrade products in the minds of the perception of value (the same thing, a strong brand, customers feel better), a difference, to raise the prices of products and Maori. Thus, a strong brand building has become quite a number of entrepreneurs dream vision.

So how Chinese enterprises build strong brands? The view was expressed that China"s enterprises as long as the ads do a good job in marketing, we can build a strong brand. However, the reality is that many enterprises in China has reached a marketing-advertising standards, such as first-class integrated marketing communication strategy, a very influential and dissemination of the advertisement, created an attractive display terminals, but we are facing brand the "excessive dependence on advertising and promotion, price competition, brand-risk poor, but a staggering high sales but low profits terrifying" embarrassing situation. Thus, conventional marketing do not build strong brand advertising.

And the characteristics of a strong brand standards

We should create a strong brand thorough study on the law, we must return to the source of brand value of the enterprise for the root causes - Brand will support sustainable profitable enterprises. When a brand can think of all the information that deeply touched the hearts of consumers world, the resulting positive, beautiful, good psychological experience, and this brand and brand competition separates the time, the target consumer brand who will agree with this brand, it is willing to buy natural brand. We touched the hearts of consumers the world"s most powerful message as brand core values. Thus, a core value of a brand, brand and the consumer will have a deep emotional ties so that the consumer is no longer sensitive to prices, lower sales and brand price war on the dependence of premium increase capacity.

In the first consumer occupy a mental cognition and Lenovo, but also will produce the first of unparalleled competitive advantage - to shake the competitive brands has been occupying the cognitive and Lenovo is almost impossible. Many brands also demands "nutrition, health radiant hair," but Pantene firmly occupy this position, the demands of the consumers has been linked with Pantene, a reference to "nutrition, healthy hair radiant" , they immediately think of the Pantene. Six of God in the "cool, herbal extracts, the best summer" Lenovo, a summer Fengzhang its sales, market share First, the footprint of any brand is difficult to shake.

"Bible Mat." Chapter 25: "Where some, but also asked him to be given to his superfluous; not even have all of his wins over." This phenomenon is called Matthew Effect. As the psychological reaction and behaviour of inertia, under certain conditions, Lenovo and cognitive advantages or disadvantages once, in the brains of consumers, will continue to intensify, and rolling cumulative, leading to polarization, and the strong stronger, and the weak get weaker.

Pantene once in the consumer mentality occupy the first "nutrition, health radiant hair" positioning, by Matthew Effect on the self-reinforcing process of amplification, and ultimately dominate the "nutrition, health radiant hair" positioning.

Clearly, consumers in the brain clear and unique brand value of Lenovo brand all assets and the source of the brand will have a significant impact on profitability. Therefore, to measure a strong brand is the main criterion for whether the Lenovo brand clear whether the formation of separate competitive brands, it can infect consumers and for the positive, beautiful, good psychological experience.

Build Strong Brands key points

Consumer unique in the brain and cognitive Lenovo is the most valuable business resources, but also has become a strong brand brand lies. In this sense, the key to building a strong brand in the consumer"s point is to establish clear in the brain, the personality, infectious brand Lenovo.

Specifically, the in-depth study consumer inner world, when buying such products the main driver of industry characteristics, the brand Lenovo brand competition on the basis of good positioning to the core value of the brand recognition system center, and then to brand recognition the commander of all marketing communication system, only by so doing, enterprises are looking forward to brand Lenovo can keep the brain and in-depth consumer to become an inveterate memory.

Why Conventional marketing communication

Unable to create a strong brand

     If there is no brand strategy for guidance, the general marketing communication is more upgrade sales goals, the strategies most of them are "enhanced product attractive, advertising PR demands accurate and effective, a strong sales force and extensive distribution network, end of the lively ". When these marketing communication strategy does not identify the commander in chief of the brand started when only short-term increase sales, can not serve to deepen our understanding of the consumer brand recognition memory and identity, thus fundamentally impossible to build a strong brand support role.

We can find many cases advertisements from marketing to see is a first-class standards, such as the demands of very attractive, and match the consumer demand for hot new products, the rapid increase sales and profits to enterprises promotion, but due to the lack consistency and brand recognition, The so-called first-class marketing advertisements to enhance the brand is unhelpful, and even undermine the brand.

¡ö many looks very nice demands points (attraction) and seize the market hot spots and the speculation can not establish a clear brand Lenovo to contribute, we can not enhance the overall brand value flu.

Chinese household electrical appliance brand"s market performance is very "smart", there are daily in the "Innovation", a new concept of flying, air-conditioning, "nano", "negative", "anti-bacterial", a color TV, "Netcom", "Frequency," " green. " China"s household electrical appliance brand seems to be very innovative capability, and continue to create new concepts and hot, but is actually seized a sesame lost watermelon. As different between the concept of the lack of organic links, does not reflect a common brand identity, so every one of the hot new concept and no consistent advocacy and to convey the essence of a brand and the pursuit of brand recognition can not play the role of contributing. This lively look at the concept of marketing, in a short period of time can create better sales and marketing miracles, but a few years, they found that the overall value of brands not be raised.

To air-conditioning as an example, a lot of hot air-conditioning market, the birth of a new concept, but most only provide a secondary, supportive interest, not consumers to buy air conditioning when the interests of most concern. Special concept is not popular in many high technological content, such as clean air, negative ion technology, and so on, almost all the air-conditioning enterprises can grasp. All the air-conditioning technology, consumers can benefit the most is the frequency technologies, such as variable frequency technology to the temperature comfortable, power-efficient energy-saving, low noise. At the same time, variable frequency technology upgrades and the difficulty of a breakthrough higher than the lack of technical support for the concept of pure speculation brand better sense of the high-tech and innovation flu, to enable consumers to the brand recognition and overall respected, sea letter has been "outstanding variable frequency technology navigator" Recognition of this core, despite the 2004 propaganda theme is: "The top variable frequency technology research team," 2005 publicize the theme of "variable frequency technology for upgrading composite smart DC inverter," language Although not the same expression, but they are better in the "Hisense Inverter technology leadership is" recognition. Of course, in the recent publicity has not lose sight of other products to enhance the attractiveness of the concept, such as Photocatalyst deodorants, air fresheners, but not to dominate the concept to cover these "variable frequency technology leader," that image.

Therefore, many look very attractive concept, as well as seize the demands of the hot market speculation, often only a short time to promote sales growth, and can not establish a clear brand Lenovo to contribute nothing to help build strong brand .

¡ö deviated from the brand recognition of the product development strategy, often brands in the consumer vague impression in the brain.

China"s beer market constantly in the hot conversion, packaging style, format, taste, the popular technology changing rapidly, and many companies fear that date, closely followed hot on the walk, or even to prevent FALSIFYING PRODUCTS, for a particular region Dealer specially designed bottle with the standard format. From a purely marketing perspective, this is not what is wrong, because keeping up with the hot market can be guaranteed increase in sales. However, such a purely marketing-oriented product development strategy deviated from the direction of the brand strategy, which leads to a business up to 60 kinds of products, you use dates for raw materials, I also used dates for raw materials; you use wheat brewing, I Wheat Brewing; you use snow vases, I also use snow vases; you use special-shaped bottle, I also used special-shaped bottle; your packaging is red, green, blue, yellow color variety, I also packaged with your style generally the same, with the result that these products enter the market, due to the same style of packaging products did not feature in the consumer brands in the brain simply can not stay constant, clear imprint. However, Budweiser, Heineken these international brands, product is not more than five varieties, product packaging will change with the times-the whole, the new packaging and packaging old relations between the undertaking is obvious, because they know how to ensure that the brand recognition in the consumer¿ÌÏÂdeep in the brain, the imprint of more than anything.

¡ö some tactical promotions to stimulate sales rose, but sometimes did not raise brand, it actually undermine brand value.

Chinese enterprises is the most adept at marketing, do not increase the amount of buy three get one, but no matter how synchronized renovation, its essence is still reduce its profit margins as a weapon in their marketing. But faced with competition in the market, we have to bear in mind that any strategy as long as it is not personality, it is easy to imitate or follow-up competitors are not much value. So this simple none other promotions, would eventually become fighting strength of the competition. Therefore, despite similar promotions can increase sales in the short term, but not brand, which would in turn bring to the enterprise sustained competitive advantage.

Similarly, the strengthening of the terminal management, display terminal work very place, can also upgrade immediate sales requests star speak, increase advertising spending, and expand the sales network coverage, can improve sales. From a purely marketing perspective, these are also the strategy, enterprises can solve the present problems faced by the marketing. However, these practices have not commenced on brand recognition, in the brains of consumers, and not precipitate a clear brand Lenovo, it impossible to build a strong brand.

Build a strong brand is the ultimate goal of the consumer brand recognition carved in the depths of the brain, a clear, personalized associations. Only that the ultimate goal beyond conventional marketing communication, the letter by the commander of brand recognition system to all marketing communication activities can create a strong brand. Therefore, enterprises should abandon those standards from a purely marketing see very good but inconsistent with the brand identity programme. To achieve the ultimate goal of those who give up on reaching the ultimate goal of the programme is no help in their strategic core of the success of law.