Creating a qualified enterprise or product brand and spreading through specific media is actually a process of information control and utilization of various media. In this process, how to make good use of media resources and spread the brand has become the key to the success of brand communication.
1. Resource integration
In the process of brand communication, many tea chain brands actually have limited investment in communication. Therefore, if they choose media disorderly and spread aimlessly, the limited funds will also be wasted. Therefore, the integration of media resources can enable the limited funds to achieve the desired purpose of enterprises.
It is unrealistic to improve the brand image and sales performance only by one way, because with the increase of information transmission channels, consumers are gradually differentiated in the process of receiving information, thus the population faced by a single communication mode is gradually reduced. Therefore, in order to truly improve the brand image and sales performance, we should focus on the diversification of communication methods, so that information about enterprises or products can be better recognized and accepted by consumers when facing most of the groups in the communication process.
Looking at the communication methods of many tea chain enterprises, most of them began to spread news, soft text, soft text advertising or other resources, which is the result of the integration of communication methods.
In terms of brand resource integration and exploring brand hidden resources, Qingyayuan tea chain brand has adopted the strategy of soft text, news follow-up and advertising bombing, which is worth learning. If its communication is just advertising desperately, without the combination of soft articles and news, there will be a great waste of resources.
2. Control identification approach
I mentioned earlier that due to the emergence of many media in the communication resources, the communication mode has also changed a lot, and consumers have choices in the process of receiving information. Therefore, in order to reduce the loss of resources in the process of brand communication, it is necessary to allocate and integrate controllable communication resources according to consumers' identification channels, If choose newspaper or TV? Internet or radio? Is it to use image promoters to spread or only to advertise hard products?
The image advertisement of the same high-grade product, on the contrary, if only the single advertisement of the product is distributed on the street.
The use of a star as an image promoter for communication will attract] the attention of consumers of a star, and it is easy to link the brand resources with the resources that consumers pay attention to. However, the requirement for image endorsement is not to blindly believe that the presence of stars will cause Matthew effect, but also to make choices according to the different fans faced by stars, that is, to find the consumer groups corresponding to enterprises or products and stars, so as to achieve real recognition.
3. Control of terminal and channel resources
Many decision-makers of tea chain brand enterprises, even some brand service companies that gain benefits by ideas, believe that they have found the core value of the brand, carried out the necessary VI design for the brand, and then invested heavily in advertising for the brand. Personally, I think their ideas or practices are wrong. Simply thinking about the resource control of advertising communication will result in the brand being shelved or disconnected in the process of terminal and channel communication, resulting in a waste of direct brand communication.
Based on the above conditions, we can see that if the enterprise is in the integration of communication resources, the control of communication identification channels and terminal and channel resources, then the enterprise will also achieve the purpose of using the media for communication, so that in terms of brand promotion and shaping, it will not only save money, but also save resources. (Zhou Bo)