How To Avoid "Brand Overdraft" In Brand Promotion

Many programs in the Spring Festival Gala in 2010 were frequently planted by businessmen and artists, including Huiyuan Juice, "national cellar 1573", Sohu network, and even potato net.

Weisha Jia believes that, as the two famous cultural brands of CCTV Spring Festival Gala and Ben Shan media group, the practice of putting advertisements into literary works is an overdraft of their brand value, and this "overdraft" is carried out on the spot of brand promotion, which is very harmful to the promotion and construction of the brand, and the result is twice the result of half the effort.

The general rule of brand operation is to establish and popularize (advertising, events, behavior, etc.) - increase value - establish image (popularity, reputation) - re increment (intangible assets) - industrial expansion (loyalty, market share) - to achieve added value (profit) - to achieve social value - to establish and update brand (virtuous circle).

In the chain of brand operation, every link should be closely linked, which will lead to the failure of the whole brand promotion and even the realization of value failure.

The "brand overdraft" destroys the toughness of the value chain, making it no longer strong and powerful, and it is impossible to achieve value.

Taking CCTV Spring Festival Gala, after 30 years of operation, Spring Festival Gala has become an indispensable brand meal for Chinese people in "Nian culture". While promoting, it can moderately develop the added value of the brand, that is, earn certain soft advertising and hard advertising costs.

The Spring Festival gala's meticulous planning and performance site is not only the scene of brand value added, but also the scene of its own brand promotion.

No matter how soft and hard advertising is done, advertising itself will be fine as long as advertising itself does not affect the artistic effect and brand establishment of Spring Festival Gala.

It is distressing that this year's implanting advertising has brought the brand value added directly to the literary and art programs, which has seriously damaged the artistic effects of the program and exchanged the economic value with artistic value, so that the glorious brand of Spring Festival Gala suddenly became dim and even turned sour in people's minds.

This is a big mistake and a mistake.

This is like rushing to pick up the market on the immature fruit. Who will spend money on your green fruit?

So we say this is called "brand overdraft", that is to say, when the brand is not mature, or the brand building that is anxious to win the brand return, it is called "brand overdraft".

The result of the "brand overdraft" is that the gains will outweigh the gains, and even the construction and the rewards will be destroyed.

Because brand building is a long and arduous process, such as sailing against the current, "building a brand for a lifetime, smashing the brand at once", the brand that has been hard to build many years has been damaged, and it will be hard to reverse.

And the brand value accumulated by this year's media group has pushed itself onto the cusp of the Spring Festival Gala in the wave of "over marketization". It made the same mistake - "overdraft" brand value in maintaining the art of the brand.

The Spring Festival Gala has created the peak of the eve of the new year's Eve with the Spring Festival. It has realized the bright spot of the Spring Festival Gala brand. However, Ben Shan, with the stage of CCTV, has repeatedly painted its own mountain media or the cultural brand of the Bon mountain. It has made brilliant achievements and is making a big mistake in the brand building this year. No wonder it will be blamed by the tide.

Whether Zhao Benshan is a cultural group or a cultural monopoly, he is also good at making television or buying a plane; playing stocks or real estate; we have no doubt that if his main business is not adulterated with water, as long as he knows he is an artist first, to devote himself to art and to do everything for art, what he does is irrelevant.

Because this is the inevitable rule of brand operation, and also a successful example of brand operation. We are not only jealous, but also for Mr. Motoama to not only be able to be artistic and cultural, but also able to enliven the economy.

We can call him an artist or entrepreneur Zhao Benshan, but Mr. Motoama was originally a monk in literature and art, but he could do some shallow things in the industry. But playing in the depths of the brand, he showed the failure of a non expert. He was also fooled by others and was taken in by others.

Or Sohu?

You can also think about it.

The other is the "national cellar 1573". I want to promote myself by the Spring Festival Gala platform. This intention is good, but I don't know which country's cellar market department is, or which senior citizen's idea. How can we promote the image of the national cellar with such a theme?

The national cellar 1573 has been designated as the state banquet liquor. The state banquet must be linked with the wine with "honourable, elegant and state rites". How can it be positioned as an ordinary gift in the hands of rural women? (first, whether it can be bought or not, it can be bought as an ordinary wine). Let me see that after the national cellar 1573, it can only be used for gift giving in the countryside. This is the interference and destruction of the image of the national wine built before.

What is the advertising demand like this?

What is the cultural connotation and information conveyed by it?

Who is its target consumer group?

How can the market grades of products be broken down?

A series of questions can not be answered, which shows the serious confusion of the creative orientation of the advertisement.

So we say this kind of advertising behavior is not a strengthening of the national cellar brand, but a damage.

"Placement ads" often appear in films, television, performances and other literary works.

Such as Feng Xiaogang's New Year Movies and other means of using this method, success and failure.

Reasonable, proper and proper application is understandable. Excessive, rigid and farfetched will result in serious overdraft of the brand and even destroy the brand, which is very dangerous.

Sober up, our business boosts people!