In the era of product homogenization, if an enterprise wants to do well in sales and increase sales volume, it is the key to build a strong brand. Then, how can an enterprise build a brand? To build the brand of an enterprise, product power is the first element.
Product is the starting point of all marketing, and also the end point of all marketing. From personal brand, product brand, enterprise brand to regional brand, products are the first force of marketing and the first force of products. Why is this so?
-There are various product forms for the same kind of brand
In terms of personal brands, the products provided by different personal brands in different transactions are very different. This product can be knowledge, capital, Horizon, thought, creativity, experience, ability, appearance, physical strength, skill, emotion, quality, relationship network and so on. In different transactions, the product forms of personal brands are constantly changing. In terms of product brands, different brands contain different product forms. Just like cars, the products provided by some car brands are just tools of transportation, while the products provided by some cars are actually a kind of satisfaction in heart. Some brands of shampoo only provide cleaning function, while some brands of shampoo only provide personal aesthetic. The products provided by some home appliance brands are a certain function, while the products provided by some home appliance brands are essentially lifestyle. Different product brands can provide many differences in product forms. In terms of regional brands, as for individuals, the product forms provided by the region as a product include employment opportunities, shopping, tourism, leisure places, suitable living environment and so on. For enterprises, the product forms provided by the region include business environment, market, land, resources, labor cost, location value and so on. Therefore, whether it is personal brand, product brand or regional brand, different brands can provide different forms of products. As a brand operation manager, the first thing you need to figure out is what the products provided by your brand are essentially?
II. Different product forces determine the bargaining power of the brand
Different product forms have different product power, and different product power determines that the brand has different bargaining power. The lower the product form is, the weaker the product power is, the worse the bargaining power of the brand is, and the possibility of the brand being replaced by other brands is higher; the higher the product form is, the stronger the product power is, the higher the bargaining power of its brand is, and the lower the possibility of its brand being replaced by other brands is. Just like a car brand, if the product provided is only a transportation tool, because of the low level of this product, the product power is relatively weak, because a car has the function of transportation, this leads to the easy replacement of the brand, and the ability of bargaining is not strong; if the products provided are the lifestyle but the psychological satisfaction, because not all cars can represent the lifestyle and give psychological satisfaction, this makes the brand have the ability to bargain. Therefore, if your brand needs to improve the bargaining power of the brand, you need to adjust the product forms provided by the brand accordingly and improve the product power of the brand. Just how to improve the product power?
Third, improve product power from the perspective of customers
The starting point of improving product power is the demand of customers. According to the hierarchy of people's needs, people first rise from basic functional hierarchy needs to emotional and mental hierarchy needs. Accordingly, to improve the brand premium, the product form needs to rise from the basic function level. For example, if the product provided by your shampoo brand is only the cleaning function, you may not need to make a big fuss about the packaging of shampoo; but once you want to promote the product from the cleaning function level to a certain aesthetic level, you need to consider the aesthetic standards of the target consumer group from the aspects of packaging design, brand promotion and so on. Packaging design and brand promotion have become a part of the products provided by your brand. Different product levels cover different product connotations.
In a word, the bargaining power and the method of improving the product are decided in the product. The product power is the first marketing power. If you want to improve the brand, you should start with improving the product power.
