Enterprise Operation University Asked

Premise:

It is a systematic project, without the premise of "good product".

It is impossible to succeed, because the choice of a product is first of all the effectiveness of the product itself, including the internal quality, external packaging, sale price, after sale service and so on. Only when the difference of the same kind of product itself is small, consumers will put the final choice point on the brand, so the product is the carrier of the brand, without the strong support point of "good product", the brand can not take off, it can only become a chicken walking on the ground, but can not become a hawk with high altitude.

It is regarded as the life of an enterprise.

However, ignoring the improvement of product quality and product innovation, and finally breaking the battlefield, the brand has been auctioned by the tragic situation, improving the quality of products, reducing the cost of products, increasing the variety of products and improving the content of science and technology.

"Moutai" and "Qingdao" are the unique combination of traditional brewing technology and advanced modern technology. The brewed wine has won the consumer's love with the characteristics of no comparison, so that the branches of the brand can flourish.

Naming is more important than other commodities, because both liquor, wine, beer and yellow rice have thousands of years of development history, almost throughout the history of human civilization, with profound cultural deposits, forming distinctive and extensive wine culture in different times, nations and countries.

Therefore, consumers' consumption of wine has become the consumption and enjoyment of culture.

The brand must reflect the product culture and its connotation.

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Behind the famous brand is culture, culture is the soul and spirit of the brand. Therefore, naming the liquor brand should start with a culture related to the wine itself, or to promote a spirit through wine.

The name "Moutai" and "Qingdao" are named after the origin of the liquor. "Du Kang" and "Chang Yu" are named after the brewers and created names. They are all related to wine. "Jinwei" and "the Great Wall" propagate a spirit of "King's road" and "unity of strength and impregnability" through wine.

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Although consumers purchase goods, brand impressions have an important role to play in consumer choice.

"Wine is also afraid of deep alley, good goods must be shouted", consumers are impressed mainly with products.

Therefore, advertising plays a key role in the operation of liquor brands. As advertised by Ogilvy, "every advertisement should be regarded as a long-term investment in brand image".

The importance of advertising publicity for brands has been reached by alcohol entrepreneurs. It can be said that many managers of alcohol enterprises are willing to invest in advertising.

However, we should be sober to see that many advertising inputs are not effective, often because of incorrect positioning and misplacement of propaganda, resulting in a large number of media advertising, the huge cost of rum and wine meetings, which failed to achieve the desired effect, resulting in a waste of advertising resources and a punch in the air.

Many liquor companies are now in a tight financial position, unable to shoulder the huge publicity expenses of the big and loud format, but they do not have too much publicity.

It is better to strengthen market research and improve the utilization ratio of advertising funds.

Important decisions.

Liquor brand innovation, but the most important thing is brand cultural connotation innovation and application innovation.

Innovation: every liquor brand has its specific cultural connotations. Although the cultural connotation of the brand has formed a relatively fixed concept in the mind of consumers, with the ever-changing competition situation and consumption tendency, there will be divergence and discomfort from the market demand. This is to innovate the connotation of brand culture.

That is to say, under a successful brand, an enterprise continuously introduces new products, that is, the same brand name is used by all the product items in the product mix, also known as the unified brand strategy or the "family brand" strategy.

That is to say, multi brand strategy, with the influence and popularity of the original brand, relying on the original brand and relying on the original brand, the new brand will be used on the new product, so that more than two brands can be realized.

In the process of expanding its scale, Tsingtao Brewery has not been able to easily allow its more than 20 member enterprises to use the brand of "Qingdao", but to implement the multi brand strategy. The member enterprises still use the original brand basically, and only add the words "Tsingtao Brewery series products" on the trademarks. This not only makes full use of the original brand resources, but also prevents the member enterprises from losing the "Qingdao" beer brand image because the quality of the products can not reach the standard of Tsingtao beer for a time.

Wuliangye group has become the best Chinese liquor enterprise with the production of high-end famous liquor "Wuliangye". In order to occupy a broader market space, extend the products to the middle and low-grade market, and not lower the high-end brand image of Wuliangye, it has also implemented the multi brand strategy. Based on the "Tien Chuang" mid-range wine brand, relying on the "Wuliangye" brand, it developed "five grain alcohol", "five grain spring", "five grain God", "Beijing wine", "Liuyang River" and "Jinliufu" according to the different consumer groups and regional markets, so that the market scale of its products expanded rapidly.

For example, "Du Kang" wine, because of its profound brand cultural connotation and excellent quality, was popular in the country in 80s and became a famous Chinese wine. But the counterfeiters were in a group of four parties, making the distilleries not successful and damaging the reputation and product image of the enterprises.

Therefore, it failed.

Many wineries in Maotai Town, Guizhou, borrowed the reputation of "Moutai", and borrowed the word "Moutai" on the name of the liquor or the name of the enterprise, so that consumers could not distinguish the true from the false, for example, in 1999, Moutai realized the two words.

More than 340 million yuan of taxes were paid, and more than a single company's annual sales revenue even went up to hundreds of millions of dollars. However, the amount of tax paid was only tens of thousands of yuan, and the largest amount was only 2 million yuan. The counterfeiters in various places used fake methods to make false "Moutai wine", which caused great losses to the real "Moutai liquor". Moutai's annual funds spent more than ten million yuan for counterfeiting, but the effect was not ideal. In order to protect the brand, in the spirit of being responsible to consumers, they invested huge sums of money to open "Moutai liquor" specialty stores in many large cities in the country.

The "the Great Wall" trademark used by the civil rights winery is not registered after being a famous brand. At last, it was grabbed by a wine manufacturer in Hebei. At last, it failed to win the lawsuit and the the Great Wall brand was also easy to dominate others, so it had to use the trademark of "civil rights".

An important part that can not be ignored.

First of all, we need to strengthen brand registration management.

A specialized agency should be responsible for the daily management of the brand, the new brand should be registered in time, the relevant and similar names should be registered. For registered old brands, attention should be paid to the timeliness of registration. Before the expiration of the registration period, the extension procedures must be dealt with in a timely manner, so that the brand can be used legally, so as to prevent the registration of the brand from invalidation, be re registered by others, and the ownership is pferred; secondly, the anti-counterfeiting function of the product should be enhanced.

The state administrative law enforcement departments should also conscientiously implement the newly promulgated product quality law, increase the fight against counterfeiting, protect the legitimate rights and interests of well-known brands, and finally apply for the recognition of well-known trademarks.

The identification of well-known trademarks is based on the trademark owners' application for trademark identification in the case of trademark infringement and trademark objection.

After being recognized as a well-known trademark, the brand's protection scope and protection degree should be strengthened than the ordinary trademark, thus enhancing the brand's self protection ability. At present, "Moutai", "Qingdao" and "Yanjing" have all been identified as well-known trademarks.