What is a new brand?
The so-called "new brand" refers to the emerging and explosive new consumer brands. The "new" is mainly reflected in the brand's communication media and brand operation channels. With the help of new communication media, the new brand can be helped to enter the circle on social media and build a 0-1 brand through different operation contact points. "Sharp" is reflected in the positioning group and basic products, accurate new brand target group positioning, grasp the mind of the target group is easier to squeeze into the market.
The overall environment of brand development
Since 2011, China has gradually transformed its development strategy from a cultural and scientific power into a brand power, and transformed its development strategy from a supply-side structure into a double-cycle new development pattern. Taking the development of the global market into consideration, the world has entered the era of brands, and China's leading brands and emerging brands are also continuing to develop. Upstart brands are also a force to be reckoned with.
Problems faced by new brands
1. The brand is on shaky ground
Compared with the head brand, the growth cycle of the new brand is shorter, in the case of market instability, the ability to withstand pressure is obviously not as good as the head brand. Head brand has a stable capital chain and a complete research and development team, and has a long-term accumulation of brand equity value, so that head brand in the mind of the customer group occupies an important position.
2. Over-reliance on traffic
With the help of the traffic of various platforms, new brands can harvest traffic dividends temporarily. If a large number of customer groups attracted by traffic do not accumulate customer viscosity effectively, then when losing traffic marketing, it is difficult for new brands to break through in various brand competition.
3. Serious homogenization
The development speed of new sharp brands is extremely fast, one batch after another, and the homogenization phenomenon is becoming more and more serious. In the case of weak brand equity culture, new sharp brands not only have to face the oppression of the leading brands, but also need to compete with many homogeneous new sharp brands, which makes the competition of new sharp brands gradually fierce.
How does a new brand shine?
1) In the post-epidemic era, the consumption recovery cycle is shortened, indicating that the development of new brands still has great development potential. According to the brand positioning of the new brand, creating a set of vi design of the new brand can better establish the new brand cognition of the customer group. The vi design of the new brand is the key for the new brand to gain a firm foothold in the market visually.
2) For a new brand, it is an important thing to be noticed by the target customer group. The brand design of the new brand can help the new brand occupy a memory point in the mind of the customer group and leave a more sustainable and reliable brand reputation step by step. The brand design of the new brand can effectively accumulate the intangible assets of the brand.
3) Social communication can help new brands gain advantages in brand construction, and the success or failure of social communication cannot be separated from a set of excellent new brand case planning. New brand full case planning can help new brand broadcast to achieve the effect of 1+1>2, better win the trust of target customer groups.
In the rapid development of The Times, the brand is also in a changing development environment, the new brand in the head brand and a variety of homogenized brand extrusion, choose a professional brand design team to build the new brand vi design can help the development of the new brand twice the result with half the effort, with the same brand core value to cope with the changing market environment, Build a more outstanding Chinese brand.
About Hauns
Hauns is a creative strategic thinking to import brand growth of the consulting company, we have a broad international perspective, to import brand within the creative strategic thinking, through the research analysis, strategic positioning, brand design and other professional core ability, build a complete brand system from inside to outside, with professional services for the brand, Help enterprises to achieve real brand growth, brand recognition image of a new look!
