Mak brand planning believes that少區 the establishment of brand is學聽 a competitive stra見女tegy, in order to prevent other people這草's products to rep報器lace their produ街公cts, enterprises will try thei家購r best to establish their o音書wn brands, in order t音黑o better control the ma舊不rket. It can be said t內民hat the emergence of brand is the resul藍拿t of competition. Brands, like ani長還mals and plants, also under土友go a process of birth, growth們長, maturity, and decline. The c山媽hange regularity of the driv費讀er and other ani我慢mal life, from birth, gro笑文wth to maturity,上紙 finally to decline. Brand l短鐘ife cycle is the brand's ma開冷rket life. Products throug訊少h research and development, test marke跳老ting, and then 議森enter the market, and gradually大快 formed a certain inf科很luence, resulting i分兒n a brand. Then, 問物on this basis, step by step growth, unt媽日il the end product fa會家lls out of favor in the market, 唱頻the brand no long遠到er has influence.
Summary
Brand life cycle ref煙來ers to the market life cycl我志e of brand. It in一關cludes five stages: in金風cubation period, immature period, 說時growing period,小什 mature stage and declin視能ing stage.
The incubation period of a brand refers火藍 to the process in which the brand en算新ters the market with the product or th冷飛e enterprise and is perceived by哥器 the overwhelming majority 鐘鄉of the target market c電線onsumers;
The immature period of a brand means購銀 that the brand has been gene到大rally recognized and und冷人erstood by the target market consume花門rs, but it has not化科 yet been recognize答從d by most of the target很吃 market consumers;
Brand growth period你吃 refers to a ce樹房rtain amount of consume房道rs' consumption has been re訊舞presented in the familiar bran都懂d products are sa黃自tisfied, or understand the brand throu藍路gh other ways, so as to have a s又笑ense of identity and a sense of紅的 trust in the brand, this sense of i體商dentity and sense of trust p南新ropagation through a certain wa冷姐y and eventually become social 得裡diffusion. Consensus;
Refers to the mainten了吧ance of the mature b市道rand with high vi關水sibility of the brand, and with the下說 change of internal and external en樹開vironment and constantly im師喝prove its good brand im可車age, improve the process of妹木 the target market consumer awareness, 間照brand recognition and trust degree;
Brand recession refer小朋s to the process of brand exit from票事 the market.
Brand life cycle incubation period
As brands and products are two d道對ifferent concepts, many brands may舊用 be accompanied by the growt男行h and decline of pro技讀ducts, but more員鐵 brands, products, bosses changed sev嗎不eral generations, but the bran關照d is still that brand. Like舞機 General Motors, Ford, Panasonic, t銀木he emperors of the時如 Ming Dynasty and the Qing Dynasty w拍爸ere in this situation. The focu購內s of the project will be discussed wi離北th the brand. Brand brand is still 草制in the incubation perio海暗d was the main work 從行stage, this stage is in the design, p慢通roduction, sales of coordin很離ation between, make full market inves西姐tigation, to ensur吃秒e that the product can meet th山音e needs of consumers, popular in t書西he market.
Some people believe that說費 this period of草吧 research and development of produ分子cts should be as m男會uch as possible, the market re小水search should be as 兒銀meticulous as possible. 紅熱Only after ensuring that the produ綠房ct has a certain advantage can you靜農 push it to the mark麗答et, otherwise it will be diff日光icult to build brands. T路動he introduction o美說f new products is ultimatel吃關y risky, so many enterprises have to 在雪conduct careful marketing 說司research on products i些討n order to minimize risks. In o車明rder to really understand科公 the market, a Japanese car factory sen舞司t their research team to liv理我e in a village. T樂雜he task of these people is to evaluate問姐 the driving environment o有體f a car. They let residents use the但歌ir cars to understand the infor的你mation they feed back, and then司睡 integrate the inf車身ormation into the study. The B村年enz Corp has designed窗船 talent for bett影跳er quality and 兵師lower cost, and has recruite關男d talent, and eve們章n invited specialists in fluid 風雜power, such as 讀志American psychologists, psycholo高河gists, businessmen, et數窗c.. New models from research, design, t上劇o make models, each link, each part 木間must be measured and tested wi家水th the most scientific instrumen森吧ts, and fine to服城 measure the air resistan音友ce coefficient when moving. When the ca理高r is smaller than the呢一 old, more secure, mor空站e strong, new models more嗎醫 comfortable Benz a光個fter the listing, orders作離 poured. The huge manpower and ma姐玩terial resources invested by Benz C能讀orp for its product innovation ma唱如ke it get a great暗紙 return from the 體見market. Its market share is co樹國ntinuously improvi和答ng, and its competitive pow裡道er is becoming stronger and s笑一tronger.
However, in the market compe就相tition, the opportunity is very哥時 valuable. Therefore, the other 能讀view is that the m又廠arket is changing very rapi美河dly and can not tole可鐘rate too much intensive我年 product research. If the dev錢子elopment period is t玩見oo long, when the pro在身duct is developed, i土畫t may be outdated products. 區關Therefore, as long as have the basic 視問conditions, you can put the produ空小cts into the market, then accordin信街g to consumer feedb物身ack to reform, such a step by ste什土p to make products tend to st電道ereotypes, the brand will build u場相p. Although there m人妹ay be some conflicts among consu頻商mers, it will eventually b城兒e accepted by consume不友rs.
Brand life cycle
From the incubation p公了eriod to the growth phase, the為歌 brand needs to gradu時這ally increase i跳男nvestment to make it grow and de又金velop gradually. At this 飛飛point, the quality of the 麗化product that represents the brand must很紙 be fully guarantee分說d. After-sales servic多窗e should pay attentio玩歌n to perfection.自哥 Advertising, promotio文內n and other brand p場飛ackaging methods can be男森 used in combination. In short, the ma計時in goal of this period熱器 is to build momen舊如tum and prepare for its growt睡知h. This stage requires a lar你女ge number of promotional a作美ctivities, supplem光子ented by a certain advertising c靜遠ampaign.
I. excellent funct輛書ional quality
As a brand carrier products, m到老ust have good functio近下nal quality, that 廠廠is, in this regard, there那音 are places to attract consume上你rs. This is the most basic condi喝喝tion for a brand to succeed. A sam子會ple will be hard to push on the market聽現 if consumers find that they cann身我ot meet their ne土錢eds for free during th低風e free use period