2021 super brand power white paper From Roland Berger & tmall
The following is the 2021 super brand power white paper From Roland Berger & tmall recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing, Roland Berger .
Brand building and upgrading in the digital age
In the second half of digital operation, building long-term brand value has become the core of enterprise development. Focusing on the goal of building “brand mind”, new elements will be introduced into the three interfaces of brand strength. The “brand mind” model will build brand strength from three aspects: brand innovation – leading innovation, brand communication – enhancing interaction, and brand value – creating value
Industry differences in crowd mental construction and brand pioneer practice
When building “brand power” of today’s consumer brands, they need to recognize the characteristics of their industry brand power construction differently according to the digital penetration and brand concentration of their industry. In the past, the era of “winning by quantity” relying on traffic and investment has passed. The future brand strength construction requires brand companies to have a clearer and deeper understanding of the market, consumers and their own characteristics.
Digital operation of brand people’s minds
Using tmall platform big data, summarize the brand mental index system (NEO) driven by digital:
Innovation index (novelty): that is, the score of product innovation. The improvement of this index represents the improvement of the consistency between brand new products and consumer demand.
Engagement: that is, the frequency and quality score of communication and interaction between brands and consumers. The improvement of this index means that brands and consumers have been more fully and effectively communicated.
Value index (solidity): that is, the health of the brand price relative to its brand value. The improvement of this index means that the brand price more reasonably reflects its value in the eyes of consumers.
High level enlightenment of future brand companies
The construction of brand power not only needs to meet the basic functional needs between the brand and consumers, but also includes the recognition of value. The construction of brand power is a long-term process, which requires the concerted efforts of different relevant departments. Therefore, to a large extent, brand power construction is not a “operation and implementation” problem, but a “strategy and strategy” problem in a broad sense.
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