1. In terms of bakery brand building and promotion, are there any lessons for bakery brands of different status?

The most unique and valuable part of a brand usually manifests itself in core values. If you compare a baking brand to a globe, the core value is the axis in the middle. No matter how the globe rotates, the axis will never move. The cognition of baking brands is the same, it does not matter to the different status of the brand, this must be something that different brands can learn from.

However, baking brands in different positions must have their own brand building and promotion strategies in line with their own development stages. The brand or brand core value that we often talk about is not just the so-called CIS, it should include the performance of baked products, content, symbols, personality, culture, user value, etc.; and these are manifested in different baking The different stages of the bakery have different focuses, which are conveyed to the audience through different promotion strategies and communication methods, and transformed into brand impression and influence. Therefore, for brands of different status, the stages and corresponding brand building focus and promotion methods are also different. We often say that the real bakery brand is selling culture and spreading the culture given by the brand, such as Coke’s American culture and BMW’s driving culture; now many of our bakery shops have not even completed the basic brand building. , When they don’t know their own brand positioning, they start to learn from the giants to spread the so-called baking brand culture. This brand operation method that goes beyond its own stage is not desirable. Brand building and promotion are both a process, and even big brands are tempered from the process.

Therefore, brands in different positions must recognize their own stage and the focus of brand building at this stage. Brand status and hierarchy are gradually increasing, and continuous development and accumulation. Brands with a lower status than Yinlu can learn from some methods and models of Yinlu when it was weak. The roads for regional brands to grow into national brands are as follows: The countryside surrounds the city, category breaks through, and so on. As far as Yinlu at this stage is concerned, we have done a relatively solid foundation for the brand. From a regional brand to a national brand to category expansion, we are all accumulating for brand building. We introduced CIS in 2003. In recent years, we have re-planned the Yinlu brand, although there have been many setbacks. We are now gradually transitioning from the promotion of bakery products to the stage of bakery brand communication.

Second, find a suitable communication direction and communication platform

As I just mentioned, the final step of baking brand building and promotion must be effective brand communication. Therefore, the brand communication platform is particularly important, and it may have a decisive impact on the brand's communication effect. A baking marketing expert we have worked with once said: When a small brand advertises on CCTV, it will give consumers the impression of a big brand. Many bakery shops have also achieved rapid brand promotion through this method. Yinlu was once the standard king of CCTV. It was a brand building and communication platform adapted to 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 also changing. In today’s diversified media marketing environment, the communication platforms are also diversified, with the emergence of focus media, bus media, etc., which were not available before; in such a diverse and complex environment, choose a communication platform suitable for the bakery. Tested the manager's ability to judge. As far as Yinlu is concerned, as a national brand, we have always firmly believed that the efficiency and effectiveness of TV advertising is far beyond that of other media platforms. Especially the rise of local satellite TV in recent years has provided Yinlu with A good brand communication platform.

3. How to determine the effective and excellent promotion form and promotion content?

The last item in the "Twenty-Two Laws of Marketing" is the "Financial Support Law". Different bakery shops have different financial resources for brand communication in different development stages. We can see that the case of "Hengyuanxiang" is just one. illustration.

The current integrated marketing promotion is simply the effective integration of various online media and offline promotion. Many bakery shops hope to behave like cola and other international giants. We can see its TV Media communication, Internet communication, offline public relations activities (Olympic sponsorship), and frequent ground marketing promotion are all pervasive, so it can always maintain the first position of brand value. However, many bakery shops cannot achieve this level of transmission at this stage, nor can they rush to catch up with this level of transmission in a short time. We are also moving in the direction of integrated marketing, constantly looking for more effective brand building and communication channels.

The resources of each bakery shop are relatively limited. It must be able to have four or two tricks, which means that a higher return is generated with a lower investment. Baking brands in different positions must be able to learn from other brands’ good brand building and bakery products and their brand promotion methods, but they must be able to make good judgments based on the position of their own brands. Doing more with less, this is also an effective and excellent communication strategy for baking brands.