Wen / Yu Jundong

General advertising usually refers to promotional advertising, is to promote the sales of brand products for the purpose of planning advertising. Now we are discussing the brand advertising, is to establish a product brand image, improve the brand's market share of the direct purpose, to build a brand, spread the brand, in the minds of consumers to determine the location of advertising. In some cases, brand and promotional ads can be carried out simultaneously.

Brand advertising and promotional advertising, mainly for different purposes. Promotional advertising is to brand merchandise sales as the primary consideration, creating market conditions to promote sales. "For example, emphasis is placed on the practice of reasonable pricing to increase sales, etc." Brand advertising is to improve brand value, in the communication of content, media planning and other aspects of planning advertising. From a long-term point of view, advertising must strive to maintain a good brand image, at the expense of the pursuit of short-term benefits of the focus of the appeal, if it is detrimental to the brand value of the promotion of advertising, even if it can improve sales for a while, should not be implemented. 

The basic strategy of brand advertising 

Brand value refers to the positive reaction of consumers and the degree of positive influence in the process of promoting brand marketing activities. That is, the degree to which consumers are in a good state of response when they see a brand's packaging or hear a message about a brand. In fact, consumers in the purchase of goods is the pursuit of "real interests and psychological interests", for some consumers, advertising should pay more attention to the use of image to meet their psychological needs. Recommended reading:Visual performance of print advertising!

Precise positioning in advance 

The so-called precision positioning in advance is to target the enterprise product brand in the minds of potential consumers, very clearly distinguished from other brands, to promote consumers to impress with the brand. Now some enterprise advertising has been caught in a vicious circle of mud, advertising into you catch up with me, advertising communication only talk about tactics, do not talk about strategy, want to all-encompassing, the result is accompanied by Mrs. and soldiers, so we in the planning process of brand advertising to be accurately located in advance, timely know the changes in consumer response to the brand. For example, through means of communication to enable consumers to correctly judge the quality of products, etc. 

Plan to spread the content 

Brand advertising is the content of communication through the subjective experience of buying branded goods and holding branded goods. Is to buy brand goods, holding brand goods in the process, objective, usually can not determine the emotional and emotional experience. Communication content should be in line with the enterprise's brand concept, in the formulation of advertising plans to refer to the enterprise's brand concept. Advertising creativity should have its own personality, different, at the same time, in order to render the atmosphere, to use a certain artistic means to attract the public. 

Set the consumer population 

From a psychological point of view of buying behavior, the commodity itself can be said to be a stimulus, the purchase of goods is a consumer response to the stimulus. Promotional advertising strategies are often based on the consideration of "people who can buy" and "want certain types of people to buy".

For brand advertising, the main consideration is "idealized consumer population", not limited to considering who actually uses it. Starting from the brand concept, consider which groups of people want to hold, that is, the ideal consumer of buying behavior. Idealized consumer population setting, not only to consider gender, age, occupation, geographical and other variables, but also to consider the psychological factors of consumers, lifestyle, spiritual satisfaction. At the same time, we should strengthen the research of the ideal consumer population, especially the law of advertising cognition and the psychology of advertising acceptance. 

The planning of brand value dissemination 

Like promotional advertising, brand advertising is the beginning of a status quo analysis. In order to analyze the consumer's understanding of the brand, a variety of methods can be used, but also through the value of existing brand assets in the advertising strategy to make full use of.

Analysis of the current state of brand advertising includes:

(1) What value does the brand have in the market (from the consumer's point of view, how much value it has).

(2) How its brand is recognized by consumers.

(3) Selling products that consumers want to buy, not what they can make,

(4) Consider how to make it easier for consumers to buy products, rather than considering so-called strategies.Recommended reading:Talk! Consumer culture and advertising communication

(5) Emphasis should be paid to communication, not just promotion. 

To carry out the analysis of brand status, we can consider using the consumer survey method of brand association memory, although it is difficult to measure the value of brand assets. However, through the analysis of association memory and other methods, to some extent, it can be judged. Brand advertising is to make full use of and strengthen the existing brand asset value, therefore, it is very important to understand the value of the brand's assets. In the brand advertising planning, should make use of the existing brand results as far as possible, recognized brand assets, and then strengthen.

The key to the implementation of brand advertising strategy is to establish a long-term, stable brand concept, in order to have the long-term effect of brand advertising. Brand advertising often and the pursuit of short-term interests of promotional advertising conflicts, so, brand advertising strategy can not be separated from the support of senior management. At the same time, the construction of brand advertising strategy is not only self-improvement, but also should coordinate the traditional media and emerging media to plan together to jointly improve consumer awareness of enterprises and brands.