Work Experience Zhuona Brand Planning and Design Company was established in 2000, and has won the top ten professional companies in China and the top ten excellent corporate image design institutions in China.
Sun Hongyu's works have won many awards, including:
Gold Award in China Corporate Image Design Exhibition,
Excellence Award in the First China Graphic Design Competition,
China Star Graphic Design Competition Excellence Award,
Gold medal in the first exhibition of packaging design achievements in Shenzhen,
China Enterprise Image Special Management Contribution Award,
China Design Pioneer Award,
The most influential brand management experts in cross-strait and three places;
Works have been "China Creative Encyclopedia" many times,
China Logo Design Yearbook,
China Design Yearbook,
China CI design yearbook,
China Trademark and Logo Design Yearbook,
China Business Design Yearbook,
Top Blog
Big Book was selected.
Sun Hongyu has been committed to cultivating China famous brands with international standards and shaping high-quality brand image. He has planned and designed the overall brand image for many well-known enterprises such as Changan Automobile, China Resources Group, Desai Electronics, Colorful Technology, Blue Ocean House, Tuopai Shede, Hui Ke Electronics, Zhao Liang Jewelry, Qumei Furniture and Guan Hao Hi-Tech. His works have been included as classic cases in authoritative university textbooks for many times.
Achievement and contribution: brand five-gradient promotion strategy
With the change of social consumption and the development of the market, the competition among enterprises is intensifying day by day, and the establishment and promotion of brands are increasingly becoming the most serious problems faced by enterprises. In the process of brand building, maintenance and consolidation, enterprises often have many misunderstandings. Because the previous brand knowledge is too chaotic to keep up with the development and changes of the market, it will cause the phenomenon of paying attention to one thing and losing another in the process of brand building and upgrading.
Author Sun Hongyu is a new generation of brand experts. His greatest contribution is that the original brand has achieved real success in the market. According to Sun Hongyu's years of research and practice of building and promoting brands for hundreds of well-known enterprises at home and abroad, the most effective five-gradient brand promotion strategy has been created, which has a wide influence in the industry and is highly respected. Many professionals think it is the most valuable brand building system, because it is focused, concise and practical, and the system is complete. Many enterprises also use it as their own brand management tool. Let's share the five gradient promotion strategies of the brand created by Sun Hongyu:
First, awareness-raising strategies:
Brand recognition refers to the ability of potential consumers to recognize or remember a brand and the degree of influence in the market.
The key to improving awareness: emphasize the differentiated brand positioning of * * * and establish brand value.
Although it is important to highlight the differences in brand positioning centered on brand core values, it is equally important to let consumers know what similarities they have with competing brands. The function of emphasizing * * * similarity is to offset the differences of competitors. But it should be noted that "* * * similarity" means that in some respects, you and your competitors are equal, but not exactly the same.
Awareness-raising strategy:
1. Basic Level-Brand Awareness
(1). Brand survey, brand analysis, inspection and evaluation, and competitive situation analysis.
(2) Systematic brand positioning, brand cultural connotation mining, brand personality determination and brand creativity.
(3) Identification of concept appeal-combing clear brand vision, concept and value system.
(4) Visual image recognition-VI visual image design system with distinctive logo and style.
(5) Code of Conduct Identification-unifying the behavior of public relations and the code of conduct of employees.
2. The second level-brand association
Determine the brand propaganda style to make brand image accumulation and marketing more effective.
(1). Brand symbolizes association, memory association and emotional association.
(2). Brand story
(3) Advertising language and theme promotion language
(4) Brand interests, accurate brand market segmentation and communication strategies.
3. The highest state-keep it in mind
Let the brand have a certain position in the hearts of consumers, have emotional associations, occupy the minds of consumers, and let the brand remember it.
Second, the reputation promotion strategy:
Brand reputation refers to the degree to which a brand gains public trust, support and praise.
The key to improving reputation: insisting on excellent quality
Reputation promotion strategy:
1. Establish quality control standards to ensure that product quality is consistent with consumption expectations.
2. Implement brand strategy and enhance brand image.
3. Provide quality services
4. Improve quality and innovate technology
5. Pay attention to listen to customers' opinions, properly handle complaints and establish a customer feedback system.
6. Correctly handle the relationship between the public and the public;
7. Fulfilling social responsibilities
8. Cultivate opinion leaders and promote interpersonal communication and word-of-mouth communication.
Third, the preferential promotion strategy:
Brand preference refers to consumers' inner preference for a certain brand, with little consideration of specific factors such as price and product function.
The key to improving preferences: understanding consumers' likes and dislikes
Preferential promotion strategy:
1. demand association-linking a brand or product with "demand" through repetition.
2. Emotion and atmosphere association-attaching emotions and atmosphere to a brand or product through repeated reminders. Such as: leisure, entertainment, relaxation, humor, sense of accomplishment, and the situation and atmosphere of calling friends; Such as: cheerful, relaxed, romantic and attractive emotions and feelings.
3. Subconscious motivation-use suggestive signs or symbols to stimulate consumers' subconscious motivation.
4. Behavior change-prompting consumers to buy through controllable means or rewards.
5. Explore desires-explore customers' unsatisfied desires or needs and provide value-added services or products.
6. Imitation model-propose an ideal social model for consumers to imitate, or propose a superior lifestyle for consumers to pursue.
Fourth, loyalty promotion strategy:
Brand loyalty refers to the behavior of consumers buying a certain brand product or service for many times or for a long time.
The key to improving loyalty: being familiar with the needs of consumers
Loyalty promotion strategy:
1. Focus on customers and distinguish the core consumer groups of enterprises.
2. Investigate and analyze the customer's demand and value orientation effectively.
3. Enhance the best brand image and conduct extensive publicity.
4. Continuously improve product quality
5. Provide value-for-money additional products.
6. Formulate and implement effective brand strategy for competitors.
V. Market share promotion strategy:
Market share refers to the ratio of product sales of an enterprise to the sales of similar products in the market, indicating the position of the enterprise's goods in the market.
The key to increasing market share: expanding market share
Strategies to increase market share:
A. squeeze the opponent's share
1 .. product-oriented extrusion strategy
2. Advertising-oriented crowding strategy
3. Channel-oriented extrusion strategy
4. Service-oriented congestion strategy
B. Increase the overall share
1. Change the strategy of non-users-enterprises will turn non-users into new users through publicity, improvement of products and services, price adjustment, etc.
2. Strategies for discovering new uses of products-we can expand the market by discovering and promoting new uses of products.
3.*** Use more strategies
C. Increase the market share of products through innovation
1. Through technological innovation
2. Through service innovation
D. increase the market share of products through alliances