Brand marketing

Author: (Japanese) Brand Consulting Company of Asahi Shimbun / Country: Mainland China
Publisher:
Publish Date: 2006-07-01
Features: 9. Brand marketing often focuses on customers, as well as internal company employees, retail communication, and shareholders, ultimately impacting society and culture. Who are the targets of brand marketing? Simply put, it can be summarized as starting with consumers. Because brand management is at the center of business operations, companies place great importance on consumer orientation. Large brands make the company's managers and employees representatives of consumers, and retail staff also demonstrate strong work motivation. Even larger brands become assets and establish connections with shareholders. Moreover, when a brand can represent its owner, its social influence cannot be overlooked. In corporate brand strategy, people often ask: What is the difference between CI (Corporate Identity) and corporate image strategy, and advertising campaigns targeting investors? The most significant difference lies in the target audience. CI unifies the company name and logo, treating the company's operational will and values as important issues. In corporate image strategy, employees, consumers, shareholders, and public opinion are placed on an equal footing. In contrast, the focus of the latter is on shareholders. On the other hand, brand strategy, by being consumer-centric, drives the company internally, the retail industry, and shareholders. For example, the company's slogan must be understandable to consumers and should not be dictated by the opinions of someone self-assured within the company. In reality, general employees often have a better understanding of operations than top executives, as they are closer to the consumer group. From this perspective, targeting consumers and leveraging their ripple effect to permeate the company and the retail industry with value is also very effective. Subsidiarization, mergers, and acquisitions. These corporate restructuring and reforms are becoming increasingly frequent, leaving no company completely at ease. As a result, there is growing consensus that how to ensure long-term and substantial returns for investors is more important than exchanges starting from the company. P18