Yihao Classroom
Effective approaches to baking brand communication
I. In terms of bakery brand building and promotion, are there any lessons to be learned from bakery brands of different statuses?
The most unique and valuable part of a brand usually lies in its core values. If we compare a bakery brand to a globe, the core values are the central axis, which remains unchanged no matter how the globe rotates. The understanding of bakery brands is interconnected, regardless of the different statuses of the brands. This is definitely something that different brands can learn from each other.
However, bakery brands of different statuses must have brand building and promotion strategies that suit their own development stages. The brand or core brand value we often talk about is no longer simply the so-called CIS; it should include the bakery products, content, symbols, personality, culture, and user value; these manifestations have different focuses at different stages of different bakery shops, and are conveyed to the audience through different promotion strategies and communication methods, turning into brand impressions and influence. Therefore, for brands of different statuses, the stages they are in and the corresponding brand building priorities and promotion methods are also different. We often say that a true bakery brand sells culture, conveying the culture that the brand bestows, such as Coca-Cola's American culture and BMW's driving culture; many of our bakery shops now haven't even done the basic brand building, and they don't even know their own brand positioning, but they start to learn from giants to spread the so-called bakery brand culture. This brand operation method, which surpasses their own stage, is undesirable. Brand building and promotion are a process; even the largest brands are forged in this process.
Therefore, brands of different statuses must recognize their own stage and the current focus of brand building. Brand status and level are incrementally increasing and constantly developing and accumulating. Brands with lower status than Yinlu can learn from some of the methods and models that Yinlu used when it was weak. The successful path for regional brands to become national brands includes: rural encirclement of cities, category breakthroughs, etc. As for Yinlu's current situation, we have done a relatively solid job of the basic brand work, from a regional brand to a national brand and then to category expansion, all of which are accumulating for brand building. We introduced CIS in 2003, and in recent years, we have replanned the Yinlu brand, although there have been many setbacks in between. We are now gradually transitioning from the promotion of bakery products to the stage of bakery brand communication.
II. Finding the right communication direction and platform
As mentioned earlier, the ultimate goal of bakery brand building and promotion is effective brand communication. Therefore, the brand communication platform is particularly important; it can have a decisive impact on the effectiveness of brand communication. A bakery marketing expert we have collaborated with once said: "Small brands advertising on CCTV will give consumers the impression of a large brand." Many bakery shops have also achieved rapid brand improvement through this method. Yinlu was once the top advertiser on CCTV; this was a brand building and communication platform adopted during the initial stage of Yinlu's brand development. After decades of development, Yinlu's brand status and influence have changed, the external marketing environment is also changing, and even consumers' perceptions are changing. In today's diversified media marketing environment, communication platforms are also diversifying, with the emergence of previously unseen niche media, bus media, etc.; in such a diverse and complex environment, choosing a communication platform suitable for bakery shops tests the judgment of managers. From Yinlu's perspective, as a national brand, we have always believed that the communication efficiency and effectiveness of television advertising are still far superior to other media platforms, especially the rise of local TV stations in recent years, which has provided Yinlu with a very good brand communication platform.
III. How to determine effective and excellent promotion forms and content?
The last of the "Twenty-Two Laws of Marketing" is the "Financial Support Law"; different bakery shops have different financial resources for brand communication at different stages of development, and we can see that the case of "Hengyuanxiang" is an example.
The current integrated marketing advocates, simply put, is the effective integration of online media communication and offline promotion. Many bakery shops hope to achieve the same level as international giants such as Coca-Cola. We can see its television media communication, online communication, offline public relations activities (Olympic sponsorship), and frequent ground marketing promotion, which can be said to be ubiquitous, so it can always maintain its top brand value. However, many bakery shops at the current stage are unable to achieve this level of communication, nor can they rush to catch up with this level of communication in a short time. We are also moving towards integrated marketing, constantly seeking more effective brand building and communication channels.
Every bakery shop has relatively limited resources, and it must have the skill of achieving great results with little effort, that is, to generate high returns with lower investment. Bakery brands of different statuses must be able to learn from other brands' good brand building and bakery product and brand promotion methods, but they must be able to combine their own brand's position to make good judgments, so as to achieve twice the result with half the effort, and this is the effective and excellent bakery brand communication strategy.
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Shandong Yihao Food Co., Ltd
Telephone:86-531-86933666
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Website:www.yihaoyouzhi.com
Address: Daqiao Economic Development Zone, Tianqiao District, Jinan City (Yihao Food Industrial Park)