Branding: Why Do You Need Regular Physical Examination?

< p > many business owners are not familiar with brand diagnosis and marketing diagnosis, but many bosses may be the first to hear and see the brand.

Both diagnosis and physical examination are professional words in medicine. The meaning of diagnosis is to find out the causes of disease, that is: what diseases? Causes of disease. Physical examination is a way of self health care. It can change passive medical treatment into active examination, and turn negative treatment into active prevention and health.

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< p > many business owners are not familiar with brand diagnosis and marketing diagnosis, but many bosses may be the first to hear and see the brand.

Both diagnosis and physical examination are professional words in medicine. The meaning of diagnosis is to find out the causes of disease, that is: what diseases? Causes of disease. Physical examination is a way of self health care. It can change passive medical treatment into active examination, and turn negative treatment into active prevention and health.

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< p > when the sales of brand products have dropped recently, what causes the sales performance to decline? Therefore, it is necessary to carry out marketing diagnosis, identify problems and solve problems.

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< p > < strong > Why do we need to do brand health examination? < /strong > < /p >

< p > > "treat the disease on the upper hand, treat the disease with Chinese medicine, cure it below the disease", Bian Que is a doctor of medicine, but he calls himself "lower medical treatment". Bian Que thinks that medical practice is a preventive measure, while Chinese medicine is a diagnosis and medical treatment is a treatment.

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< p > if the three bead enterprises did the brand quality check up, it would not be possible to have a "eat dead" crisis to dissolve the three pearl empire.

If BYD did the brand quality examination, there would be no "fire" incident or a sharp drop in stock overnight. Over a year has not yet dispelled the shadow of the incident.

If Wang Lao Ji pharmaceutical of Guangyao group has made a brand marketing physical examination, it will not be chased by Chad after catching the trademark.

If a city woman does a physical examination of a brand team, she will not let a professional manager who doesn't know how to invite investment to be responsible for the chain.

When a brand has problems or serious problems, it is like a seemingly healthy person who suddenly becomes ill, and may be cured, or may die ineffective.

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< p > when all kinds of brand potential threats haven't any symptoms, check the brand through professional means and methods, and prevent brand crisis.

Through early inspection, we can achieve early detection, reduce brand threats and ensure the healthy development of brands.

The purpose of brand physical examination can be classified into three points: < /p >

< p > 1, discover the potential threat and cause of brand, and deal with it in a timely and effective manner.

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< p > 2, business owners objectively understand every step in the brand development process. Is brand nutrition excessive or missing? < /p >

< p > 3, strengthen the real understanding of the brand of the business owner, make the correct brand planning, avoid the misunderstanding of the brand, and make the brand develop smoothly.

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< p > < strong > Why do we need to do physical examination regularly? < /strong > < /p >

< p > from trademark to ordinary brand to regional brand, the growth of national brand and brand is just like human growth. In the process of growing up, there will be different growth experiences.

Regular physical examination is an effective way to ensure the healthy development of the brand.

Fan Zhifeng, the first brand health expert in China, believes that regular physical examination can detect some invisible problems of the brand, and the hidden risks that are not obvious.

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< p > brand, like people, needs physical examination and regular physical examination.

Fan Zhifeng, a brand health expert, believes that the brand is different at different stages of growth. The regular time of brand physical examination is different from that of brand medical examination. Big brands are like adults. Chinese brands are like young people. The brand and regional brand that just grow up are just like teenagers.

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< p > adults: seemingly healthy, at least 3 months, you need to do a physical examination, adults for career, family, entertainment, busy every day, morning and night, but there are a lot of invisible sub-health problems, lifelong illness is a serious illness.

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< p > well-known brands: well-known, listed companies, management, network, these seemingly healthy development.

Is sales stable? Is there a season? Does sales stability affect the stock market? Does advertising spread all over? Does it burn money? Does dealers become iron powder? Do consumers recognize your brand? The bigger brand looks like a grown-ups, it takes 3 months for a comprehensive brand examination to really understand the health of the brand.

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< p > young people: learning has done, employment, officially entered the community, a little relaxed for themselves.

At this time, the body is the most healthy time in life, but it still needs to know the physical condition, what time do we get up? What time do we have to rest? Drink and smoke? What kind of sports do we take? The amount of exercise? There may not be any bad consequences at the moment. After a few years, maybe the liver affects the stomach because of drinking.

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< p > medium famous brands: brand influence is flourishing, marketing network is more and more complete, sales performance has increased steadily, and team creativity execution power, such as the army, is moving towards the pace of listing.

The most rapid stage of brand development tends to ignore many small brand stealth problems.

In order to catch up with the production, the quality is no problem, but it doesn't pass through, once in a while.

What can brand associate with consumers? Can you first associate with your brand from the category? Is the core of brand communication more or less? When JDB used to operate Wang Lao Ji, he examined the brand and found that there was a misunderstanding in the brand positioning (when sales were over 400 million), and then found a professional brand positioning company to solve this problem.

If JDB does not have a physical examination, he may find an advertising agency, so there will be no about 10000000000 sales today, and no brand positioning of "herbal tea beverages".

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< p > juvenile: parents who love children are often ill. Their parents often buy various kinds of nourishment. Their grades are poor, they report various tutorial classes, and there are specialized toy rooms.

Smart parents go to regular hospitals to do systematic checks before purchasing the corresponding nutriment and health care products. By communicating with their children to find out the reasons for their poor performance, they choose a suitable child's tutorial class, and have a good time to allocate their children's study and play to ensure their body, mind and study health.

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< p > Regional Brand: brand owners and parents are not two, parents decide the future of their children.

The same brand, some brands grow very fast, some brands are still the same old style or even retrogression after a few years.

A kind of brand boss is chaotic and ill prepared (numb to participate in training), eating N health care products (confused marketing planning company), strangely, since the marketing planning company is training, it is not a real brand marketing professional organization.

Another kind of boss is also tutoring, but not to go to the tutorial, but to invite professional people to train the team, there are problems in the means of communication. There is no need to find a master. (remember, marketing experts can't talk a few lessons for 1 years, and 95% of lectures are only manuscripts).

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< p > < strong > what is the content of brand health examination? < /strong > < /p >

< p > can you dress someone else to remember you? This < a target= "_blank" href= "//www.sjfzxm.com/" > clothes < /a > do you fit? Is the dress uniform in public places? Does the clothes conform to the personality? On the brand, this is the physical examination of the brand.

Brand examination and physical examination are very similar, which can be divided into brand internal and external.

The following is the brand examination expert Fan Zhifeng for the enterprise brand to provide several large sections and some brands of physical examination content: < /p >

< p > brand image examination: < /p >

Can the visual image of "P > 1." be able to remember the target population? < /p >

Can the brand display system of < p > 2. make consumers desire to buy? < /p >

Is the official website of < p > 3. formal? < /p >

< p > 4. is it a distinction between online shopping mall? < /p >

< p > 5. can employees' etiquette and quality match the brand? < /p >

< p > brand positioning physical examination: < /p >

< p > 1. consumers want to buy goods through demand and choose products from commodities. Can your brand first associate with consumers in the current category? < /p >

< p > 2. what does your consumer think of your brand? < /p >

< p > 3.. Does your brand occupy the first place in the current category? < /p >

< p > 4. do consumers think your brand is a function or multiple? < /p >

< p > brand team physical examination: < /p >

< p > 1.. Is your team excessive or excessive? < /p >

< p > 2. what are the elite of your team? < /p >

< p > 3. what are brand borers? < /p >

< p > 4. do your team do professional work? < /p >

< p > 5. is the team executive power strong? < /p >

< p > 6.. Is your brand team structure reasonable? < /p >

< p > 7.. How many members are there in your team? < /p >

Does P < 8. affect the overall brand team's destination? < /p >

< p > 9. do your employees have faith in and love for brands? < /p >

< p > 10. front-line sales: is it thorough understanding of brand? < /p >

< p > 11. frontline employees' questions about brand product knowledge can answer consumers' questions? < /p >

< p > brand marketing examination: < /p >

< p > 1. is there any competitor in the sales channel? < /p >

< p > 2. sales channels occupy a large crowd? < /p >

< p > 3. do distributors have loyalty to the brand? < /p >

< p > 4. is distributor a brand name or a profit? < /p >

< p > 5. brand TV image films, feature films, product introductions, TV column films have sales power? < /p >

< p > 6. brand manuals, product manuals, market management executive manuals, investment brochures, terminal image manuals are produced and sold? < /p >

Is there any waste communication cost in the dissemination of < p > 7. brand? How much is it? < /p >

< p > 8. did you make the most reasonable dissemination? < /p >

< p > 9. brand endorser is in line with brand development? < /p >

< p > 10. do the brands regularly make news reports on newspapers, Internet and TV? What are the effects? < /p >

< p > brand quality check up: < /p >

< p > 1. did the products relax after passing the inspection? < /p >

< p > 2. do you really know what products consumers want? < /p >

< p > 3. have you really understood the consumer's affirmation of brand service? < /p >

< p > 4.. If there is a quality problem, have you taken it seriously? < /p >

< p > 5. what do consumers really understand about brands? < /p >

< p > < strong > how to find an expert in brand physical examination? < /strong > /p >

< p > with the improvement of social level and economic development, more and more private medical institutions have been born in China. Among them, there are professional medical institutions such as the national health examination and the medical examination.

He (she) insisted on three principles: first, to provide professional physical examination services, so that you can always understand your physical condition.

Second, we should use professional and objective and just ideas to combat chaos diagnosis.

Three, only physical examination does not prescribe drugs to completely shield the mercenary mentality.

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Fan Zhifeng, who has little reputation in the field of brand marketing planning, feels that this way of physical examination is also very suitable for domestic brands. P

Why can't we set up a physical examination institution for domestic brands? We should provide professional brand marketing skills and objective and fair attitude to provide medical examinations for domestic brands. Adhering to the concept of only physical examination without prescribing drugs, we provide the most professional services for domestic brands.

Fan Zhifeng, a brand medical expert, wants more professionals to join the brand medical industry.

The principle of selecting brand physical examination is the same as the hospital of physical examination: < /p >

< p > 1. Professional people do professional things.

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< p > 2, providing brand health examination report only.

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< p > 3, do not participate in the cooperation of brand programs.

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< p > 4, refusing to cooperate outside the brand physical examination, shielding the profit seeking mentality.

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Why do we insist on this principle? < < p > > there are three phenomena that the boss can think about: < /p >

< p > 1, on the podium of the brand marketing open training course, almost all the domestic brands are the marketing and planning of the teacher. At the end of the day, a certain teacher assured the whole nation that if you serve your brand, you can make your brand from the region to the whole country in 3 months.

The doctor never asks you, do you want to see a doctor? I want to be your personal doctor to ensure your longevity. Do you believe such a doctor? < /p >

< p > two, invited a marketing company to serve, after communication, the company's customer chief executive's proposal suggests that the boss reshuffle the brand.

It's like a person with dizziness and fever. If you don't check carefully, you'll have a large prescription to reduce inflammation, fever, hormones, injections and take all the medicine.

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< p > three, if brand examination found, brand in the process of attracting investment, is the 2 problem of investment promotion tool and investment team leader.

If the brand health experts continue to serve the investment consultation, do you think this expert has ulterior motives as a boss? Do you think there is any intention for the brand medical experts not to follow up the consultation service? Because he only tells you the most authentic brand status! < /p >