白酒企業(yè) 品牌家族化和品牌資產(chǎn)管理（Liquor enterprise brand family and brand asset management）

1、白酒企業(yè) 品牌家族化和品牌資產(chǎn)管理（Liquor enterprise brand family and brand asset management）next partLiquor brand family and brand asset management of the three major systems engineeringThe first big system - product brand building is the basis for consumers to acceptIn the process of enterprise management, product

2、 sales force is undoubtedly the most important, but the industry is more mature, more serious product homogeneity, brand concentration is high, the consumer more rational, channel management more difficult. In this case, the product is competitive and sell, is the only proper course to take shape th

3、e product brand.The 1 category, shape is the key: Liquor as a mature category known to consumers, an effective way in the competition in talent shows itself is shaping a unique consumer value and continue to adhere to sub category. The Yanghe River Luzhou in fine soft, from Hengshui Laobaigan segmen

4、t in the morning in Xiangxi Laobaigan flavor. Both receive higher consumer awareness and good market feedback.The product brand, how to find their own advantages is the representative category, is the flavor, taste, or other process, whether both subdivision category or innovative creating category,

5、 to meet the consumers real interests, but also to continue to balance the area of large area, to the country of the consumer and business awareness.The methods and principles of brand classification are as follows: 1) category conceptualization. Soft, soft, elegant, puree and other concepts, are se

6、t up a sub category of liquor is a good choice, all in the minds of consumers with clear, recognizable interest concepts can be used as a way of shaping the category. 2) category standardization is a competition requirement. When a category is excavated, it will be faced with the trend of the situat

7、ion, how to enlarge and maintain the scope of the creation is the key to brand building. After we strengthen the fragrance category concept in Henan Baofeng wine Guose fragrance brand for second years, and further from the regional, process, storage temperature and the establishment of the standards

8、, and further consolidate the status of the national colors fragrance in the minds of consumers, the effect is very prominent.2, product innovation is the core product is the carrier of the brand, the brand products retreat, pragmatic, consumer spending is the product itself, product innovation can

9、only effectively obtain more consumer acceptance and trust. On the one hand, product innovation is based on different regions, different consumer preferences for taste testing, on the other hand is the difference of packing form, bottle type, colors of different levels to meet consumer demand based

10、on. With 80- becoming the mainstream consumer group, how to capture their minds in consciousness, aesthetics and value is of great importance.The transverse structure of 3, brand arrangement is key: with the market segmentation and market selection continued diversification, with a single brand cove

11、rs from high to low price products more clearly, is unable to achieve the real value and the interests of consumers. Through multi brand market segmentation, it is undoubtedly an effective way to make use of the brands own personality, propositions and materialized expressions (packaging, color, con

12、cept, advertisement, etc.) which are in line with the consumption level. So, what stage of the launch of a new brand, what kind of way, and once the products associated with how the brand positioning, brand expansion and the existing assets to graft, how to define the relationship with the enterpris

13、e brand (when separated, when combined, who is the subject), the old and new marketing rhythm arrangements, new and old team building and coordination (separation type, hybrid or other) are the key factors to ensure the success of the new brand.Second systems engineering - enterprise brand continued

14、 to enlarge, is the core of the establishment of brand assets engine1, to obtain the size of the trust effect of trust: product guarantee by enterprise strength endorsement, enterprise brand public trust is to rely on a higher level of trust unit for endorsement. This high-level confidence endorseme

15、nt can be obtained from two levels, one is professional trust in the industry, and two is outside the industry public trust (government action).Therefore, a series of authoritative certification is the most powerful explanation. As a high-end industry recognized qualification: pure grain solid-state

16、 fermentation, the wine Chinese appraised awards, the industry outside of the public trust endorsement as intangible cultural heritage, protection of geographical indications, the time-honored, well-known trademark certification.In addition, a series of events that match identity and social influenc

17、e are the main ways of showing the strength and credibility of an enterprise. Such as Moutai and has been through the Shenzhou VI flying, World Expo national image of the major events are related to highlight the strength of enterprises and image.2, the internal image building is the cornerstone: ma

18、ny enterprises outside advertising done all over the place, the internal park mess, and external publicity big brand image seriously inconsistent, greatly reduce the business trust index. We believe that each enterprise should strengthen its internal image construction while paying close attention t

19、o product sales. It has not merely been a wine cultural propaganda window and production base, but has become a comprehensive experience center of enterprise style, brand propaganda and idea conduction under the market competition. In addition, in recent years, the government attaches great importan

20、ce to the tourism industry has risen to a very high level. Therefore, a set of around the companys mission, vision, values, brand concept, culture as the core of the internal image of the building, is required at this stage as the lead enterprises attach importance to the strategic height. The relat

21、ionship between product brand and enterprise brand is the relationship between leather and hair3, egg production is the core of brand equity competition between enterprises in the future: from the development path of European wine, more than 200 brands in the market kingpin 100 years ago, 100 years

22、later, the brand behind the structure of property rights despite the changes in the market, but still has a good sales. Is highly dependent on the consumer based on the one hand is in scarcity area based on.He Jun believes that the liquor industry also has manor effect. In addition to individual ent

23、erprises in the scarcity of raw materials have unique characteristics, can determine the core of the enterprise gene is more that side of water and soil. For each enterprise, it is not replicable, and for consumers, the final value is largely based on historical precipitation of regional complex. Si

24、chuan province liquor Golden Triangle strategy has entered the implementation stage, several liquor brand experience in the city to build their own Wine Manor and culture, has been fully proved this judgment forward-looking and enforceability.The accuracy of carding system and communication object 4

25、, brand equity is the basis of brand assets in the branding process comprises what core elements, which elements, how to say, what the crowd on what to say, are very important. Brand equity includes the brands own assets and externalized partners. Brand own assets include historical, pit, craft, raw

26、 materials, bartender and other core hard assets, as well as culture, awards, certification, cooperation units as the core of the soft assets. External cooperation assets include the brand itself, the service system as the core of the brand foil, but also for supply, research, production, marketing

27、links on the external cooperation, brand foil. For example, alcoholic sacks, bottle type origin, elite social gatherings, display consumption, and so on.Of these brands collection and integration, with the structure of effective and flexible promotion penetration, so as to achieve the brand give int

28、ensive consumer brand output, coupled with the brand itself of philosophy and personality spirit throughout, is highly dependent on the physicochemical to realize the brand brand sense of transition.5, the cultural collective output: liquor is a special product, compared with other FMCG, more cultur

29、al attributes. Chinas vast territory and abundant resources, each provinces and regions have their own unique cultural endorsement, how will the culture transmission to more consumers, it will be key to whether liquor companies can test around the roots the mind of the consumer. This is not just a o

30、ne-man fight for one or two companies,And the need to gather the power of the provinces enterprises, the culture into the transmission of regional culture, including many government guidance and the leading effect of the outside industry.Third systems engineering - platform brand three-dimensional b

31、uilding is the structural needs of brand asset management1, the platform brand is the key of brand construction, operation efficiency and structure efficiency transformation: brand construction is systematic and persistent, and has a strong sense of time and space. In the market environment is relat

32、ively simple, the pattern is not clear, the competition is not fierce, consumer initiative space-time under weak in manufacturing is driven to a single product sales as the core, the importance of brand structure is not obvious. However, once the industry is developing rapidly and the market is bris

33、k, consumer awareness and consumption patterns are gradually maturing, and the brand is bound to diversify and differentiate. If there is no systematic prospective of brand and brand structure of the family, the brand will face internal potential energy and nutrient conduction fault and the distance

34、, and thus to brand hollow and brand confusion.And Jun consulting believes that the development of the liquor industry today, many enterprises have been subconsciously into a multi brand construction, also has a high middle and low level division, but more is still the product structure divided by p

35、roduct management oriented, and did not realize the true sense of the brand structure efficiency. Whether a brand (brand or brand) is a platform of the characteristics of the brand, is an important indicator, whether can continue to extend in the series under the brand (non single product extension)

36、 and throughout the family.2, the liquor brand platform construction of four suggestions:1) there should be room for platform brand positioning. A lot of liquor enterprises in the development of two platform brand, there is no subsequent extension of consciousness, such as the use of such a concept,

37、 vintage wine. When the product sales results, the consumption structure and upgrade, in 100 yuan to 300 yuan rose to 400 yuan to 600 yuan from the original main sales price, product structure and brand concept of the original upward extension will be very difficult, to create a new brand of resourc

38、e consumption is very large. We were in the high-end liquor industry in Baofeng in the design of the brand, with Guose fragrance ? Baofeng wine seven words cut 100 yuan to 500 yuan price band, received good results, and in the 600 yuan on the market matures, we directly use Guose fragrance to undert

39、ake so, the segment in which consumers can clearly perceive the difference between the corresponding value, so as to reasonably build brand preference.2) the product brand and platform brand building to activate each occasion. Preliminary product brand construction, localization with the maneuvers o

40、f space, need to focus on a single point of breakthrough, obtaineddifferentiation, lead consumption. Once the product brand potential, to enlarge the location, use all means to increase trust and endorsement of internal and external brand assets like occasion, which will quickly grafted product bran

41、d advantage to the platform brand assets system, bigger platform brand, let potential fast platform brand established through continuous promotion, making the platform of the brand to become the first brand asset output platform.3) detailed management of consumer value experience. The segment consumer groups various brands, will be divided according to the tonality of different consumer groups, so that each brand has its own brand personality and value proposition, and through their own channels of promotion and