Yihao Classroom
How to make a good brand promotion plan for a bakery
If you want to do a good job in bakery brand planning, first understand what functions a bakery brand has:
1. Storage function. Brands can help bakery shops store goodwill and image. "Branding is a business process of creation, storage, re-creation, and re-storage."
2. Rights protection function. By registering patents and trademarks, baking brands can be protected by law to prevent others from damaging the brand’s reputation or illegally using the brand.
3, value-added functions. A brand is an intangible asset of a bakery shop. The value, personality, quality and other characteristics it contains can bring important value to a bakery brand. Even if the same bakery product is labeled with different bakery brand logos, there will be a huge price gap.
4. Image shaping function. Baking brand is the cornerstone of the bakery shop to shape its image, popularity and reputation. Today, with the homogenization of products, it gives bakery shop and baked products many special meanings such as personality and culture.
5. Cost reduction function. On average, the cost of winning a new customer is 6 times the cost of maintaining an existing customer. Baking brands can effectively reduce the cost of publicity and new product development by establishing brand preferences with customers.
brand building is divided into two steps:
1. Establish brand management awareness for bakery shops
There is no competitiveness without a brand. In the face of cruel market competition, no bakery shop can grow up and continue to develop relying solely on products without relying on the brand. Baking brands have become the main source of profit and survival basis for bakery shops and the source of market innovation. Bakery shops without brand competitiveness or bakery shops whose existing brand management strategies do not meet market requirements will soon be eliminated from market competition.
2. Determine the strategic brand management of the bakery shop
In the past, marketing and advertising strategies too emphasized the characteristics of the product itself, but today bakery shops are paying more attention to the market positioning of the bakery brand in order to gain a stable market share. Cultivate certain characteristics for bakery products from all aspects, establish the market image of bakery shops, in order to form a special preference in the minds of customers, win the brand loyalty of customers, and brand image can add some overriding to products The unique value above the practical value, and the key to winning customer brand loyalty is the market positioning of the baking brand.
Select the correct market positioning and determine the strategic brand. The types of bakery products that bakery shops usually operate range from hundreds to thousands to thousands. It is not necessary and impossible to implement brand strategy to develop so many brand products. But after market research, starting from the actual situation of the bakery, we developed one or two baking brands. The key is to develop homogenized bakery products to reflect the heterogeneity. Only this heterogeneity is the key to the success of brand development. This heterogeneity is developed in accordance with the consumer demand of the market.
Brand positioning is the part of the brand identity that is often advertised to consumers. The purpose is to effectively establish the difference between the brand and competitors and occupy a unique position in the minds of consumers. Today, when products are becoming more and more homogeneous, brand positioning is already very important to successfully build a brand.
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Shandong Yihao Food Co., Ltd
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Address: Daqiao Economic Development Zone, Tianqiao District, Jinan City (Yihao Food Industrial Park)