58 innovative plans for marketing

Chapter 39 Brand Planning (3)
2. Multi-brand strategy.When the product variety of an enterprise increases, it involves a multi-brand strategy. There are two options: one is to apply one brand to multiple products. Yogurt, purified water, milk, jelly and other products, this method can make full use of the resources of existing brands, reduce investment and start-up cycle, but it is easy to cause confusion in the minds of consumers, especially for brands with a certain history , and once a certain product has a problem, it will affect the entire brand; the second is to design corresponding brands for different products, such as Procter & Gamble's brand strategy on shampoo and washing powder products. It shows the brand characteristics of different products, the brand concept is clear, and there is a rich sense of hierarchy in the market. It can occupy various market segments and expand the market scale. However, this method requires a large investment and requires professional brand promotion. Very high, an accurate understanding of the market is required.

3. Brand extension strategy.This is a double-edged sword, the key lies in specific analysis and flexible use.Zhejiang "Wahaha" and Guangdong "Robust" have successfully used the brand extension strategy to extend the brand from yogurt products to pure water products.From the analysis of companies with relatively successful brand extensions, brand extensions should be extensions of related products, industries or concepts, which can increase the success rate of extensions!For example, both Wahaha and Robust have extended their brands in the food field, and Guangdong Midea has carried out brand extensions in the field of home appliances for electric fans, air conditioners and small appliances. Both have been relatively successful and consolidated their brand value.However, the brand extension of Helios was not very successful. It extended from health care products to food and cosmetics, because the span was too large, and the image of Helios in the minds of consumers was deeply rooted in health care, which limited the extension of the brand and affected To the value of the core brand of Helios.

Scene reconstruction
1. Scenarios
Baijiu is the representative of Chinese alcohol, which is the consensus of the whole world.Wuliangye is also the king of Chinese baijiu, which is also our consensus.As for the next step of Wuliangye’s development, it can be said that it is a logical launch—Wuliangye is going to become the world’s Wuliangye, and will eventually become the world’s Wuliangye.

China has been a state of etiquette that pays attention to etiquette culture since ancient times.With its brand status, Wuliangye launched a series of mid-to-high-end gift wines that represent Chinese wines in due course.Among them, the newly launched "Golden Leaf God" business concierge wine is accurately positioned as "Chinese gift wine" in one step. What does this mean? ——The more Chinese it is, the more it belongs to the world.

What we have seen through the market is the disputes among Wuliangye's sub-brands, all of which have made extraordinary moves.However, looking at the essence through the phenomenon, it is Wuliangye that is really profitable.

In recent years, Wuliangye has continuously reduced its low-end brands. In the eyes of many people, Wuliangye has given up a huge market.However, its essence lies in the fact that "what you lose is what you gain". Losing the low-end market is to gain a larger high-end market and a broader world market. This is the core of Wuliangye's unique ingenuity over the past few years. Improvement of Wuliangye brand management.

2. Role simulation
If you are a diversified enterprise with various products, how do you effectively manage the brand of the enterprise?
3. Thinking Enlightenment
After studying the content of this section, how do you think to maintain the continuous healthy state of brand management?
4. Physical training games
Props: some paper, some pens.

Number of participants: 8 people.

Method: 8 people were divided into two groups, 4 people in each group.Set a specific scene, and the two groups write a brand management plan for a designated brand.

Rules: within the specified time, which group's plan is perfect, feasible and reasonable, and which group wins.The time is 90 minutes.

Purpose: Through the game, cultivate the ability of game participants in brand management and planning.

5. Improve plan
Reference answer

1. Scenario case: Wuliangye mainly adopts the strategy of reducing low-end brands and focusing on the high-end market and the world market.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment and answer ideas: It is necessary to establish a system such as a brand index evaluation system, keep track of the development status of the brand, and regularly collect and analyze the data of various brand indicators, and evaluate brand promotion through the degree of change in brand indicators effectiveness.

When an enterprise increases its products or enters a new industry, it will involve the diversified application of brands. Whether it is the strategy of "one brand, one product" or "one brand with multiple products", it must be analyzed according to the specific situation. Detailed evaluation, fully understand consumer perception and market competition situation, and at the same time consider the resource conditions of the enterprise, carefully determine the brand extension decision.Generally speaking, the core value of the brand lies in professional advantages, so don't take the brand extension strategy lightly.

With the continuous development of market competition, various complex factors will have an impact on the growth of the brand. It is possible that the initial positioning of the brand is no longer in line with the current reality, so the brand must be repositioned.The focus of repositioning is still to follow the accurate grasp of consumer psychology and competition situation, and at the same time, to have a clear and accurate judgment on consumer demand and market development trend, so as to ensure the stability of brand positioning, otherwise the brand positioning will continue to change Will affect the realization of brand value.Therefore, the principles of brand positioning or repositioning are: to maintain stability and to adjust dynamically.To achieve this, it is necessary to avoid major fluctuations in brand positioning, and it is necessary to rely on a professional brand index evaluation system to try to maintain a healthy development of the brand.

Classic look back
As the largest universal bank by assets in Europe, UBS not only has a strong investment banking business, but also has the industry's No. 2004 private wealth management business and a leading global asset management business.According to the statistics of "Global Finance" magazine in October 10, UBS ranked third among international financial institutions with an asset scale of US$11 billion, second only to Mizuho Holdings of Japan and Citigroup of the United States.

In order to strengthen ties with customers and the media, UBS Group's corporate website includes English, German, French, Italian and other four languages.Although "UBS" is the best-managed company brand in the country in the Swiss Business Monthly survey, the company's popularity outside of Europe in North America and Asia-Pacific has much room to grow: the acquisition of Pratt & Whitney not only UBS's brand awareness in the US financial market has risen from less than 2000 percentage points in 10 to 2002% (among wealthy individuals) and 40% (among institutional clients) in 55, and it has also strongly promoted the company's The team development in the United States has attracted outstanding talents to join.In order to simplify the brand image, convey the integrated business model to customers more accurately, and improve the marketing effect, UBS announced in November 14 that the company has been Since June, "UBS" has been officially launched as the globally unified brand identity of its subsidiaries, covering all major business departments.So far, UBS Huabao and UBS Pratt & Whitney under the group have changed their names to "UBS Investment Bank" and "UBS Wealth Management" respectively, "Huabao" and "Puhui" The logos of well-known institutions in two major global financial markets have since disappeared; while specific brands for niche target markets (such as O'Connor) have been retained - a strong brand image has become an important part of the UBS organization's growth strategy.

In recent years, with the increase of mergers and acquisitions, the brands of global financial institutions have shown a trend of "simplification": global banking groups, Citigroup, HSBC Holdings, Credit Suisse, etc., have all carried out brand reconstruction after the completion of acquisitions, and JPMorgan Chase has also Since April 2005, the well-known asset management brand "Fleming" (Fleming) has been removed from the name of its subsidiary fund companies, and only regional banks, such as the Royal Bank of Scotland, have retained the multi-brand strategy.

UBS Chief Communications Officer Mark Branson said that as the company's development strategy shifted from post-merger integration to its own organic expansion, UBS must pay more attention to the brand.The shift also reflects a consensus among branding experts that it is extremely difficult for financial services organizations to differentiate themselves from their peers in the industry.The general perception is that the banking industry is very much the same, with very little differentiation, and that innovations are quickly copied; while cost competition may be an important way for some banks to differentiate themselves, it does not fit the image of quality that the company seeks. Branson believes that an ideal corporate image should be characterized by confidence, innovative products, competitive prices and technological leadership.Feedback from UBS clients said that what really mattered to them was the size and expertise of the bank and a sense of trustworthiness.

"UBS and you, global partners, are of one mind." ——The brand promotion theme of "You and us" highlights UBS's customer-centric service concept and commitment to provide personalized financial solutions with global business resources.Considering the diversity of preferences of employees and customers in different countries and regions, UBS specially designed 7 different TV and print media advertising implementation plans.Different from traditional bank advertisements that simply promote specific products and services of financial institutions, the theme of "You and us" hopes to reflect the close relationship of trust between UBS and its customers and its strong corporate resources.At the same time, the voice of the slogan also strives to be humanized.

Bernhard Eggli, head of brand management at UBS, pointed out that "You and us" is not an isolated advertising campaign, but a decisive first step in a long-term effort to enable global customers to better understand the company's customer commitment. The implementation of the UBS brand strategy at this stage has created a new situation."The entire brand promotion campaign includes print advertisements (Wall Street Journal, New York Times and Financial Times) and TV advertisements (Fox News, CNN, etc.), outdoor advertisements (displayed in major international airports), special events, exhibitions, Golf and tennis tour sponsorships and internal employee events, etc.The countries and regions involved in the financial media publishing UBS advertisements include: the United Kingdom, the United States, mainland China, etc. (all advertisements are translated into local languages).

In order to stimulate better feedback from customers, following the end of the first round of brand promotion in June 2004, the second round of advertising for UBS began from September to December.From the perspective of brand management, the "You and us" series of promotions aims to enhance UBS's popularity among target customer groups around the world.The purpose of the second round of advertisements is to make the public aware of the brand value of "UBS" and link it with important financial institutions, and at the same time pass on the corporate values ​​advocated by UBS to the public - the ultimate goal is to make "UBS" Create a strong international brand with a wide reputation.

In addition, according to the UBS brand director, the promotional phrase "You and us" is applicable to all markets and customer groups, and different business departments under UBS can also apply it to specific advertising needs. "You and us" is also widely used in various sponsorship activities to stimulate better feedback from customers, and is closely integrated with the human resources relationship with employees within UBS and the recruitment of potential employees.

In the U.S. market, Nadine Genet, director of UBS Wealth Management’s U.S. market business, combined brand management and business development, and organized activities with the theme of “You and us” within the company to encourage UBS’s financial advisors to live The community conducts charitable activities such as fundraising to increase the penetration rate and influence of the "UBS" brand, so that "You and us" can be applied from an abstract concept to real life.

After the concept is determined, UBS’s advertisements need to be specially designed according to the cultural differences and needs of customers in different regions. For example, the English advertising language has arranged American accents (for the United States) and British accents (for markets outside the United States).Cultural and language differences have brought considerable challenges to the brand promotion of "You and us". In Japan, the world's second largest economy, UBS's brand promotion is also facing a complicated situation. Patricia Lawry of Brand Research Americas pointed out that the survey shows that Japanese people do not like transliterating foreign languages ​​with katakana because the meaning is easy to be confused. Therefore, promotional slogans for the Japanese market will be designed and released separately.UBS Executive Director and Head of Brand Management Asia Pacific, Vivian Wong, noted that in promotions in Japan, the vision of a client-company relationship must be further supported by a commitment to the local market.

The setting of the scene also takes into account the different local characteristics.Pat Pilkonis of the UBS US advertising department said, "Diversity is an important symbol of the United States, so our US advertising scene design includes actors of different genders and races."The above changes and adjustments show the importance of understanding the client's business needs and cultural traditions.This is the real embodiment of UBS's "You and us" brand connotation.

The "You and us" series of advertisements have achieved remarkable results. UBS has been tracking target customers every month since the ad launched in February 2004, and the results have been positive, Branson said.About 2 months after the single-brand decision was made, and a year after the ad was launched, the results were "very encouraging".

(End of this chapter)