Doing research for the brand is like dressing and buttoning. The first one is wrong, and the next one is wrong. The brand research of enterprises can be divided into two parts: one is the research and evaluation of specific brand assets in order to obtain brand value; The other is regular follow-up research, which is part of the daily care of the brand. Long-term follow-up research can provide some continuous relevant information for brand research, and this work should be carried out for a long time. For example, interview consumers every week 100, and make a comprehensive analysis of the samples every month, and compare the analysis conclusion with last month to find out the gap and the reasons behind it. Le Cai, which is used by Janssen Company to treat dandruff, is just a shampoo abroad and sells well in domestic pharmacies. Its success lies in accurately grasping the psychology of consumers in China: pharmacies are more trustworthy. It's as simple as that, but it all comes from market research. In order to find or verify an idea, large international companies are used to conducting large-scale market research, while many domestic companies are currently suffering from "insufficient research". Without research, it is out of the market, and without research, it is out of the consumer. Brand building without market research is like a castle in the air. Because there is no research, the market is unstable, which is the fatal weakness of China enterprises. What enterprises are most afraid of is turbulence and mistakes. Sometimes just one mistake is enough to bring down an enterprise, or at least make it miserable. To experiment directly with the market is to bet on the life of the enterprise, which is the most taboo in modern enterprise management. Business operation is like driving a car, safety comes first. What's the point of being quick if your life is at stake? The reason why international brands attach importance to research is that research has greatly improved the safety factor of brand success. The key to enterprise development is to correctly understand the needs and aspirations of the target market and deliver what the target market expects to meet more effectively and favorably than competitors. Brand is not in the hands of brand managers, but exists in the hearts of consumers. How consumers look at brands is actually more important and meaningful than how brand managers want consumers to look at brands. Only by understanding the degree of consumers' recognition of the brand can brand managers find the gap in brand work and verify the effectiveness of brand building. So, what are the measures for enterprises to improve their brand research capabilities? First, introduce professional consultants to protect the brand. Such as hiring marketing consultants, marketing consultants or long-term cooperation with professional market research companies; Secondly, select internal researchers for professional training; Third, conduct special research and training for middle and senior managers of enterprises; Fourth, when making marketing decisions, decision makers should have clear research data to support them. After every new product goes on the market and every large-scale advertisement is put on, it is necessary to conduct research, obtain the support and feedback of market information, and establish a database to provide reference for the next promotion; Finally, establish an internal information exchange system to make every employee a corporate information collector.
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