With the emergence of new technologies and methods such as the Internet, new media, community, fan economy, and sharing economy, the growth anxiety of enterprises has not only not weakened, but has intensified. ". In recent years, consumers have reduced their purchases of traditional big brands and turned to new brands emerging from e-commerce. As a result, some argue that the brand is out of order. In my opinion, it is not the brand failure, but the traditional big brands have marketing and organizational inertia, and they are slow to respond to changes in the brand marketing environment. Because of the brand methodology,
it has changed from the traditional "corporate brand" to the corporate-consumer "co-created brand". P&G rebranded Olay and SK-II in 2016 after a decade-long decline. Brand marketing has begun to transform and upgrade, and a series of Internet marketing cases have been successfully launched, such as the. The Best Gift for Mother's Day" and "She Bulk SMS Service Goes to the Blind Date Corner at the End", which have attracted high attention from consumers. In 2018, P&G's sales in the Chinese market increased by 7%, and these two brands have gradually become the new driving force for P&G's performance growth. On the other hand, the reason why new domestic brands have flourished in just a few years is that in the traditional "corporate brand" position, they cannot shake a giant like Procter &
Gamble, so they have to passively try big brands before they have time to touch them. new battlefield, e-commerce and new media. Essentially, this is the disruptive innovation achieved by the new brand. Instead of arguing about the unity of product and effect, it is better to study the overall planning of product and effect. 1. Brand effect is the result of consumer learning The birth of the brand reflects the nature of human cognition and perception of external things. You don't have to use the concept of "brand", but you have to use a marketing approach based on perception and perception. When consumers' cognition and perception focus on a representative noun, a brand is formed in the consumer's mind. Branding is internalized as a business’s brand equity (brand association, loyalty, awareness, and perceived quality) and externalized as brand logos and slogans, and the packaging, posters, copy, videos, and stories that carry those logos and slogans. Regardless of the method used, marketers are lesson plan designers (teachers + designers), but instead of textbooks and design drafts, they have brand equity tools in their hands.