Business Signs for promoting your business
As soon as we try to represent the brands personality and gives them human characteristics, it is probably logical to be consistent throughout and accept their charges as if they were real live people. For example, you can not take away from these individuals we create all the fun (real or doubtful) life.
Your own Business Signs make you differ from others.Take you ahead. Rare brands can live long and happy life without the hassle and upheaval. Brands, like people, are sick and are treated, grow and wither, are connected and divorce orders and obey. Before the brands of the same issues arise, which must be addressed to people in their daily hectic life: with whom to live, who to be, how not to go the distance, as to age, as to beg for God (Brand Manager) a few years of life.
Some experts believe that brands, like people, are non-returnable circle of life: birth – adulthood – maturity – extinction – death. Naturally, the degree of pleasantness location next to the name in the first three stages of its existence is inversely proportional to the degree of standing by the bed next to the sick at the last two. To maximize academic brighten the sad moments working with brands, experts came up with many good “stuff.” Those “things” vary depending on how it is with the brand we have to do, so I specify that this material would be considered two types of brands – so-called “corporate” or those who primarily represent the companies themselves. The second type of branding, we put all the rest, do not fall into the first category, and for simplicity let us call them “normal”. The reasons for the division of brands it on such groups will become clear as the review of operations that can (or can) spend on the “corporate” and “regular” brands.
There are two large groups of people: those that leave an unpleasant “for later” and those that are trying to settle accounts with the sad duty of any kind in the first place. Your humble servant, the second category, so from the outset we consider the most ugly effect on the brand: elimination.
Obsolescence brand
We must outset that samoruchnoe murder feeding brand in history does not really register. Bet! Because product of the golden hen is fraught not only the loss of revenue as the gold eggs, but the loss of warm workplace brand manager. Basically brand liquidated only after everyone around him becomes clear that its ability to generate revenue completely lost. This, in turn, is a consequence of the fact that buyers, for whatever reasons, have turned their backs on their yesterday’s pet.
The reason for which is a loss of customers, there are myriad: attack the competition, and changes in lifestyle, new fashion, by the canons of which you have “s”; nesnizhenie prices; lag packaging, lack of willing buyers packaging volumes. But the reason for the loss of customers is always the same: the brand manager “yawn” when it was necessary to “change something”. In today’s world, no one brand can not survive without changing. Someone can afford to confine ourselves to new faces in advertising. Someone should change the packaging or the formula. Someone simply must turn upside down everything: from the smell of their target audience. But the recipe for survival is always the same: you must change! Consumers value brands that offer unique advantages, possess outstanding characteristics and stand out among competitors. But consumers will never forgive if their favorite brand has become irrelevant, lost appeal or lost individuality.
The main problems that arise from time to time by the Western managers with “deprecated” brands, triggered by natural causes: aging of consumers. Those products that are liked aunts and uncles in the mid-50′s might not like their children in the 70′s and grandchildren in the 90′s. Thus, the “Beefeater”, the market leader of alcoholic beverages for many years, some time ago started bothering the fact that a core group of consumers goods is aging and no longer able or willing to buy and drink manufacturing companies are required quantity of gin. This is a historic drop in sales worsened the global trend of reduced consumption of spirits. The company has developed for a completely new brand positioning and advertising campaign aimed at young people. In the commercials, posters played a major role young man who works Beefeater during the day and evening, taking off the uniform, have fun with friends.
The decline of the brand
But problems can arise not only because of the aging group of consumers. There is also such a thing as a “decline” brand. It can be caused by several factors:
deterioration in the quality of the product;
refusal to follow radical changes in society;
“Extinction” of an entire category (typewriters);
incorrect pricing policy;
Invalid sales policy (special brands for distributors);
incorrect advertising policy;
transformation of the brand in the generic-brand (nylon, escalator).
One of the most dangerous factors that could knock even the most successful brand, is the degradation of product quality. Certainly the Russian market can be found more than a dozen examples where the brand was dying because his owners did not bother to maintain the quality of the goods at the proper level. As for Ukraine, in the context of the quality of the juice is worth mentioning the brand “The Gift”, which is due to excellent packing good quality concentrate and bottling technology in a short time has won wide popularity among customers. After a while the owners have begun to save on juice concentrate, which led to the loss of quality and complete weakening of the brand. The problem of product quality, and relevance to the West. Their brand managers also can not “report to the tiger meat”.
Summarizing this part, we briefly denote that brands are eliminated only because of their inability to generate profits.
Modalities for the elimination of only two brands: fast and slow (natural). The slow way is that the product simply stop romp about in terms of sales, but not removed from the network. As a result, buyers will sooner or later purchased the remnants of “unnecessary” brand. “Fast” method provides for compulsory removal of all stocks of goods in the sales partners.
Aging brands – a natural process. The reasons for it – demand mismatch brand new customers.
Brand Rejuvenation
Turning to rejuvenate the brand, we would like to note that the number of reliably known to science reincarnations brands significantly greater number of reliably known reincarnations of people. Of course, Happy Lama here do not count: they have in Tibet, it updates delivered on an industrial basis …
In the world there are a few number of brands, which generally contraindicated rejuvenation or renewal. Marlboro man and the little fellow Michelin – examples of such uniques. Generally speaking, the static brand is quickly becoming irrelevant in relation to the market and customers. Such brands as Oldsmobile, Maxwell House and United Airlines experienced the truth of this statement in their own skin.
The need of rejuvenation or renovation occurs periodically in virtually all brands. As stated above, there are many factors that can lead to loss of its unique brand position. And if the company has invested in the brand a certain amount of money and effort, it certainly should make every effort to breathe new life into the brand.
In order to understand whether the brand is able to make the honor to be rejuvenated, need to ask some questions. Here are the main ones:
Who is to blame for the current problems brand – he or his manager?
- There are many examples of brands fell into the difficult situation only because of mismanagement.
There are still untapped opportunities in the current state of the brand?
- New ways to use new geographic markets, new groups of buyers.
What is the general perception of the brand buyers (partners)?
- The brand can get bored with one group of customers or partners, but remain popular with the other, which gives a chance.
Can a brand consistent with the new trends (market, customers, etc.)?
- Typewriters for any contrivances never be sold.
What prevents develop brand – the external factors or internal outdated perceptions of external factors?
- Internal corporate representation of the external world may not coincide with what is happening outside the office – would be hostage to this brand.
At a certain number of positive responses to the brand at the higher questions can be stated that “the patient is more alive than dead,” and proceed to its renewal.
Updating can take place in one or several levels. Bearing in mind that a brand consists of several key components (the actual product, the perceived quality of consumers, the image of consumers, the method used, the manufacturer, personalities, relationships with customers and symbol), it is clear that each of these levels can and should be used singly or in combination to give the brand a second freshness. In order not to spread the idea of the tree, let’s look at the typical, the most cited in the literature recreation brands:
- To change the actual product in terms of new materials and technologies;
- Change the actual product in terms of adjustment of the tastes of consumers;
- The introduction of real innovation in the product (production and consumers);
- To change the market for the product (adherence to the markets where there is more growth);
- Co-branding;
- Change the name (logo), packaging, packing, etc.;
- Change the price (sometimes yield to a new price category literally “explodes” sale);
- A thorough search of new segments among buyers;
- Change the way of distribution;
- New ways to use.
If we talk about whether resuscitation old brands, choosing between the restoration of pre-existing copies and launching new it should be remembered that the “old men” are supposed to stay any fans of “those times”. Therefore, to restore the brand is often easier than to make a new one. Remember, though, our general, the remaining Soviet-era brands “Lemonade”, “Prima” and “Zhigulevskoye. What, if not the restoration of these brands were engaged in many of our manufacturers. And I must say, some of them have reached certain heights. For example, the company Reemtsma, not only “resulted in a feeling of” Ukrainian “Prima”, but was able to move the brand up to new groups of customers, producing cigarettes with different filters in high-quality packaging and providing them with proper marketing support.
Movement of the brand “up” and “down”
One of the options for the development of brands is that they move up or down the scale of the price / perception on the part of buyers. From everyday experience for most of us understand that moving down the brand (as well as descent from the hill) are simpler, but more dangerous method. Fearing he fact that in the process of lowering the company risks losing not only a certain percentage of income, but also reduce the perception of its brand in the eyes of consumers.
The reasons for transfer of the brand in a lower category there are more than enough.
Home, of course, this adjustment of the audience under the low purchasing power. The trend towards this kind of movement is now very noticeable in the Ukraine, because, unfortunately, our economy is recovering much slower than the Russian, which directly affects the purse Ukrainian customers.
The second most influential motive to move into a low segment – is the emergence of powerful competitors. Not necessarily that the brand, going down, inferior competitor. Rather, the competitor comes out at a lower price, forcing the leader to carry yesterday’s losses. This is the situation in Ukraine in the segment of refined sunflower oil. Before the last year in the absence of competitors in its reign “Oleyna” with a market share of 85%. After the appearance of oil of the same quality “Chumak”, “Oleyna” was forced to reduce prices, which, in general, it saved her, to some extent from large losses.
The second way to develop a brand – it is moving up the scale of consumers’ perception. Such actions must not only well aware of what is new brand to attract more affluent buyers, but also be very lucky.
In both cases, a widely used technique – creating and bringing to market podbrendov. Podbrendy can take a negative point in the case of the “sinking” the brand – in this case the ancestral brand is like away from happening, as if alluding to the buyer: “Yes, this is my younger brother. You can trust him as myself. We just made it specially for you, that you could also buy it. I stayed in the same quality and same as it was. ” If the brand is moving up, then podbrend (in which case you should probably say “nadbrend?) Can give consumers confidence that the new product is much better than the old product. This is especially important if the current brand had some problem or the perception of potential buyers of high end, he did not fit the role of “nadbrenda.
In the history of our agency was the experience of simultaneous movement of the brand, both up and down. In 1999, in post-crisis and very unpleasant for Ukraine we are faced with the problem of increasing sales of plastic windows market leader in Ukraine “Enran-Acros. Regular publicity stunt did not pass because people simply could not afford these windows, and those who could, himself a long time to install them. Lower prices for the products had no reason, as Enran-Akros “is a real leader and a decline in prices would lead to a destructive price war. We were offered the option of separation to some extent generic brand “window of Enran-Akros” three brands: “Standard”, “Classic” and “Elite”. “Classic” in this case – the brand, which was based on a standard windows, which is still sold as a generic. «Standard” is a cheap version of windows, which was to come a certain amount of sales generated by customers with limited funds. The brand “Elite” – a very expensive window – was introduced in order to prevent lost “Classics” against the background of cheap “standard”. “Elite” was intended to set off the decline in prices. As expected, the “Elite” is practically not sold. Thus Enran-Akros “could actually reduce the prices of their products, not causing any impact on its market leadership, nor the volume of sales.
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