Brand moat concept:
All enterprises can have their own "brand", but not every enterprise can establish a "brand moat". Judging whether an enterprise has a brand moat can be measured from two angles: first, your brand can make consumers feel willing to buy; Secondly, your brand can strengthen consumers' dependence on goods. Maotai in liquor, Coca-Cola and Pepsi in carbonated drinks, Procter & Gamble and Unilever in daily chemical products are all typical representatives who have established a strong "brand moat".
How to build a brand moat;
The creation of brand moat can be divided into three steps. The first step is to establish the best brand positioning. The second step is to convey the brand positioning to consumers in an easy-to-understand way. The third step is to give everything to time.
There are three necessary conditions for establishing the best brand positioning. 1. You must know where you are now. It depends on how consumers position you, not what you think. 2. Be clear about where you want to go in the future? What is the ideal brand positioning? You must know where you can go in the future. What are the advantages of the enterprise itself? Is there fierce competition for ideal positioning? Can consumers accept the change of brand positioning? )
The transmission of brand positioning must be simple, direct and easy to understand on the consumer side. Take high-end liquor as an example. What kind of liquor is high-end? It can be "wine for state banquets", it can be the wine that all corporate bosses are drinking, and it can also be the wine jointly branded with luxury brands ... In short, it must bring the most intuitive feelings to consumers and need to be expressed and presented immediately without thinking.
Last but not least, I want to repeat it three times, time, time, time! It can be said that it is impossible to form a brand moat without the precipitation of time. This is why few cutting-edge brands can form a brand moat, not because of poor brand positioning, but because there is not enough time. Of course, I have seen too many mature companies half-hearted, changing their brand positioning once a year or two, and finally only one chicken feather is left. There are two main situations in which enterprises frequently change their brand positioning. The first is that personnel changes lead to changes in brand positioning. From CEO to brand manager. Every new employee wants to prove his value by making some changes, and as a result, it hurts the enterprise. The second situation is quick success and instant benefit. Once it is found that the current brand positioning has not established a brand moat for enterprises in a short time, it is eager to change other brand positioning to try. According to my previous experience in brand health tracking project, brand image building has a lag effect of 1-2 years, that is, the effect of brand marketing activities in the first year (the effect here refers to the creation and delivery of brand image) will not be clearly reflected until the second year or even the third year. I have served a wine company customer before, which is particularly interesting. It mainly takes two years to promote product A at a high price and build a high-end brand image. The survey results show that the effect is not obvious. In the third year, it was changed to medium-priced product B to create a public brand image. Results In the third year, the customer reference rate of product A was greatly improved, and the high-end image was also improved accordingly. So the company turned to promote high-end products again ... After a few years, it wasted a lot of advertising budget and brand positioning was a mess. Therefore, with a good brand positioning, we must believe in the power of time.