Yihao Classroom
How can a bakery effectively plan its brand promotion?
To successfully plan a baking brand, first understand the functions of a baking brand:
1. Storage function. Brands can help bakeries store goodwill and image. "A brand is a process of creation, storage, recreation, and restorage."
2. Rights protection function. Through patent and trademark registration, baking brands can be protected by law, preventing others from damaging the brand's reputation or illegally misappropriating the brand.
3. Value-added function. A brand is an intangible asset of a bakery. The value, personality, and quality it contains bring significant value to the baking brand. Even the same baking products, with different baking brand labels, will have vastly different prices.
4. Image shaping function. The baking brand is the cornerstone of a bakery's image, reputation, and popularity. In today's homogenized product market, it gives bakeries and baking products unique meaning, such as personality and culture.
5. Cost reduction function. On average, the cost of winning a new customer is six times the cost of retaining an existing customer. Baking brands can effectively reduce the cost of promotion and new product development by building brand preference with customers.
Brand building is a two-step process:
1. Establish a bakery brand management awareness
No brand, no competitiveness. In the face of fierce market competition, no bakery can rely solely on products without relying on brands to grow and develop sustainably. Baking brands have become the main source of profit and the basis for survival for bakeries, and are the driving force for market innovation. Bakeries without brand competitiveness or whose existing brand management strategies do not meet market demands will soon be eliminated from market competition.
2. Determine strategic bakery brand management
In the past, marketing and advertising strategies overemphasized the characteristics of the goods themselves. Today, in order to win a stable market share, bakeries pay more attention to the market positioning of the bakery brand. Cultivate certain characteristics for baking products in various aspects, establish a bakery market image, and strive to create a special preference in the minds of customers, winning customer brand loyalty. Brand image can add unique value to products that transcends practical value, and the key to winning customer brand loyalty is the market positioning of the baking brand.
Select the market positioning and determine the strategic brand. Bakeries usually operate hundreds or thousands of types of baking products. Implementing a brand strategy does not require or make it possible to develop so many branded products. Instead, based on market research and the bakery's actual situation, one or two baking brands are developed. The key is that the homogenized baking products developed must reflect heterogeneity. This heterogeneity is the key to the success of brand development. This heterogeneity is developed based on market consumer demand.
Brand positioning is the part of brand identity that is frequently advertised to consumers. Its purpose is to effectively establish the difference between the brand and its competitors and occupy a unique position in the minds of consumers. In today's increasingly homogenized products, brand positioning is crucial for successfully building a brand.
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Shandong Yihao Food Co., Ltd
Telephone:86-531-86933666
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Address: Daqiao Economic Development Zone, Tianqiao District, Jinan City (Yihao Food Industrial Park)