Brand type and brand management
In the implementation of business activities, the use of brands is diverse, mainly based on the type of products, the nature of the market and the size and resources of the company to choose different brand strategies.
1 , no brand. The company does not have any brand for some products. This is mainly in two cases. One is that the difference in products is very small, and consumers basically do not make choices, so there is no need to distinguish them with brands, such as certain raw materials, accessories and bags, etc. Do not use branded products, such as some medicines and chemical raw materials. Unbranded products are mainly based on quality as a guarantee for product sales, but there are also ways to sell low-quality products at low prices without branding.
2 , Family Brand ( Family Brand ) . Mainly refers to the company's similar products (or even all products), only use one brand, so sometimes called "single brand" decision. The advantage of using a family brand is that it can greatly reduce the total cost of marketing, and can unify the overall image of the product and the company. Generally, it is advantageous to use a family brand in the case where the various products of the company are not very different.
3 , individual brands ( Individual Brand ) . Mainly refers to the use of different brands (even one product and one brand) for different products produced by the company, so it is also called “multi-brand” decision. The use of individual brands is mainly to reflect the differences between different products to adapt to different target markets. In general, when the product differentiation is obvious and the consumer selectivity is relatively strong, it is more effective to use individual brands.
4 , licensed brands ( Licensed Brand ) . The brand is transferred to other companies for signing a franchise agreement. The franchise brand must meet the required quality standards according to the requirements of the brand owner and deliver a certain franchise transfer fee to the brand owner. One of the ways to use it.
5 , Manufacturer Brand ( Manufacturer Brand ) . Also known as the "national brand", that is, the manufacturer determines the brand for its products. Because the brand can be distributed anywhere with the wide distribution of products without regional restrictions, it is also known as the "national brand." Most products use the manufacturer's brand.
6 , the dealer's brand ( Dealer Brand ) . Also known as "private brand", it means that the product is sold under the brand of the middleman. For example, the St. Michael's of the British Lions department store is a typical middleman brand. In the past, because the market coverage of middlemen has certain restrictions, it is called “private brand” rather than “national brand”. Products produced by the same company may have different “intermediary brands”.
The importance of brand in modern marketing activities makes brand management a work that enterprises must pay attention to. In the brand management of enterprises, such decisions are generally involved: branding decision-making, brand type decision-making, brand category decision-making, brand strategy decision-making Brand repositioning decision
The branding decision is mainly to decide whether the company uses the brand; if it decides to use it, it should choose the type of brand: use the manufacturer brand, the middleman brand or the franchise brand; if it is to use its own brand (such as manufacturer brand), it should be considered Whether it is a single brand (family brand) or a multi-brand (individual brand); if a family brand is used, there are also a large family brand of similar products and a company family brand for all products; in terms of brand strategy decision, there is The new brand is still extending the original brand, changing the original brand or borrowing other mature brands and other different choices; finally, we should consider the current brand positioning to see if it meets the demand characteristics of the target market. If it does not, it should consider repositioning the brand, changing people's perception of their own brand, and promoting the brand to produce a good market effect.
Brand protection is a very important job in brand management. First of all, the brand must be registered in time, especially for brands with better market effects. If they are not registered in time, they will be squatted by others, which will cause great losses. Secondly, the geographical scope of registration should be considered. If the product is sold nationwide (or will be sold nationwide), it should be nationally registered. If the products to be exported should also be registered in the exporting country and even internationally registered in the world, there will be no embarrassing situation of being squatted in different places; again, a protective trademark should be established, that is, for the same shape and Righteousness or other similar words, graphics and logos should, if possible, be registered first, so as to avoid being used by companies to counterfeit products and affect the interests of enterprises. Finally, effective measures should be taken to prevent their own brands. Infringement and counterfeiting, including the supervision of users of licensed brands, to prevent the brand's reputation from being affected by the decline in the quality of licensed products.