Promotion of the company's brand on the Internet. Brand promotion (stages, strategies and performance analysis)

Brand- a well-known brand representing a product in demand on the market.

High competition in many areas of trade and production creates significant difficulties for start-up entrepreneurs in promoting goods and services. How to make your products recognizable, and how to promote the newly created trademark to the level of a popular brand - many businessmen ask this question.

Fame and recognition trademark generates high level sales - when entering the store, buyers, first of all, pay attention to products that they have already heard about from various sources, rightly believing that fame guarantees quality. This is confirmed by the history of the creation of many well-known world brands operating in various market segments, such as BMW cars, Bobcat special equipment, beloved by many Pepsi and Coca-Cola, where maximum attention is paid to product quality. At the same time, it is difficult to imagine how much these companies spend on advertising, with the help of which a constant demand for their product is maintained.

Create a memorable image

First you need to create a memorable image with which the buyer could distinguish your products from the general mass of similar products.

Calls Coca-cola "Quench your thirst!" or Snickers "Don't slow down, Snickers!" daily broadcast from TV screens. These brands have chosen a youth audience. In commercials, these products are always presented in thirsty and hungry youth companies.

BMW cars impress with elegance, speed and ease of driving - the company's chosen motto fully corresponds to these criteria: "Sheer Driving Pleasure" - "Driving with pleasure".

Thus, it becomes clear that a brand promotion campaign is built on an idea and an image.

Determine the desires of consumers

When starting a brand promotion campaign, you should determine what buyers expect from your products, what desires can be beaten to get to the point, attract close attention to products, to make them talk about it among consumers.

Polls and interviews with people who are your potential buyers will help. Studying their habits, behavioral qualities will help to build a certain concept, which will be used in the future when building an advertising campaign. Show your imagination, analyze the products and actions of your competitors, determine which product qualities have not yet been emphasized in their advertising.

Here you are given a wide field for creativity - in the process of "brainstorming" great ideas and proposals are often born that can "hook" the consumer. Clarify how your competitors attract buyers, try to keep your slogan short and precise, and boldly implement your best offers. Develop company symbols - this will contribute to the visual memory of your brand.

Brand promotion strategy on the market

Assess the situation in your market segment and in the region, analyze the capabilities of competitors, the quality of their products, identify their problem areas - this can be used to create an advertising campaign, emphasizing that your products are devoid of such shortcomings. Next in order:

• Work with the press, especially with the most influential and widely read publications. Publish a quality article about your company and product. This article will be in the field of view of online publications and smaller media. After the process "goes", you can create "noise" that there was a leak of information about your newest products.
• Run your slogan- it should be catchy and accurate. The latest advertising recommendations today allow, in order to create maximum effect, the use of expressions "on the verge of censorship".
• Use classic marketing methods- newsletters, booklets, promotions, discounts and gifts, souvenirs, branded T-shirts, etc. - all this contributes to the recognition of your products. Try to comply with the measure - obsession may not serve in your favor.
• Participate in thematic conferences, Internet forums. All this contributes to the dissemination of information about your product and the formation of target audience.

Starting to promote your own brand, be creative and purposeful. The temabiz.com project team is sure that perseverance in achieving the goal and a creative attitude to business will definitely lead you to success!

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As you know, the fish rots from the head. In branding, this proverb also applies. If something went wrong with the promotion of the brand, the reason must be sought in the activities of the company. In this article, we will touch on those aspects of the business that directly affect the profitability of the brand, and which need to be paid attention as people creating new brand, and those who restore the good old name. So, the topic of our article: How to promote a brand.

One of the major Western companies involved in promotion and rebranding, in May of this year, conducted a small study that pointed out three pillars of a successful launch (initial or re-brand) on the market.

Three success factors for brand promotion

The existence of a strong brand is based on three factors: a positive reputation, competent management and investment attractiveness companies. We will now consider them, but first we will focus.

To create a brand that can work and earn money, you need to:

a) improve (or earn from scratch) reputation;

b) choose the right management strategy;

c) increase investment potential.

Let's start with reputation. Let's first understand what kind of animal it is. By comparing dictionary data, we get the following:

"Reputation is a public assessment formed on the basis of certain criteria and includes the opinion of a group of subjects about the qualities of an object, its positive and negative properties."

We can also talk about business reputation. It, in simple words speaking, - the difference between the purchase price of the organization and its value on the balance sheet.

The company's reputation is a set of ideas of the target audience about the company's activities. It is also formed due to the objective (mostly) parameters of the organization, or, as they are also called, reputation factors that are important for this target audience. The reputation of the brand promoted by this company largely depends on it.

Criteria for building a company's reputation

• origins - history of the company, occupation, age;
• individuality - style, image*, internal infrastructure;
• strategy - the mission of the company, guidelines, goals (for investors and partners);
• stability - profitability and financial stability;
• openness - "transparency" for the target audience through the use of IT technologies;
• personnel potential - highly qualified employees of the company;
• quality of management - strong leaders;
• corporate culture - intrinsic values companies;
• corporate communication culture - internal and external links companies, manner of cooperation;
• the image of the industry in which the company operates.

*Image should never be confused with reputation. The word "image" itself is a distorted English "image", that is, a "picture" that can be created, drawn, invented. Reputation has to be earned in the literal sense.

Thus, in order to assess the current reputation of a brand, it is necessary to first conduct some research that can show the level of trust in the company that created this brand. One of the ways of such a "check", according to some experts, is a simple monitoring of the Internet. In their opinion, the network can have no more than 10% of negative reviews about the company and at least 20% of sharply positive ones, while the rest can be neutral.

Your main goal is to make the product or service come out on top in the industry.

How can working with a brand help?

American PR managers argue that it is necessary, first of all, to understand what makes a brand unique, because without awareness of individuality and indispensability, it is impossible to stand out from others. They recommend at least once a year to analyze the strengths and weaknesses brand in order to strengthen positions and eliminate shortcomings. Such analysis also provides insight into brand relevance and highlights factors that can either maximize brand promotion or ruin it.

Secondly, especially if we are talking about restorative management, it will be useful to consider those main areas of the company's activities in which maintaining order is required in the first place. So this is:

• development of new managerial, financial and marketing strategies;
• cost reduction: both fixed and variable;
• increase of labor productivity and strengthening of motivation of employees;
• continuous monitoring of the current financial and economic situation in the company and in the market.

What we get as a result: in order to make the brand work effectively, one way or another, it is necessary to improve the management strategy. In some cases, by the way, such a desire for excellence leads to the transfer of business under the management of a hired highly professional top manager. However, this is a completely different story.

The investment attractiveness of the company is the basis of its positive business reputation, the basis of its reputation as a reliable partner.

Investments are an integral part of the full development of the brand, because the attractiveness of a business for investors is, of course, interconnected with the attractiveness for potential customers.

What is investment attractiveness? This is a capacious concept, which, among others, includes the following points:

• financial and economic stability;
• innovative activity;
• competitiveness, stable position in the market;
• production potential;
• high qualification of personnel;
• transparency of activities
• positive reputation.

Tracking the dynamics of these points, it is necessary to adjust the management strategy in such a way that the indicators become better.

So, we have considered the “three elephants” of promoting a brand from scratch or restoring it on the market. And, incorrectly, did you notice that they are closely related and influence each other?

But! Even if you instantly began to work out all possible areas of activity, which, of course, is very commendable, in order to be guaranteed to achieve the desired result, you will need:

• continuous development of relevant criteria for evaluating brand promotion activities;
• continuous monitoring of the results obtained;
• comparison of actual results with planned ones.

So you can successfully promote the brand, raise it to new level and make it truly competitive even in today's tough market, where everyone is fighting for their client.

Modern market realities create a situation in which competing companies are forced to fight for a buyer. Today, a wide range of products is offered in all areas, numerous brands flooded the market. Before making a large purchase, people look not only at the characteristics of the product, but also at the brand to which it belongs. Therefore, the creation of a marketing concept for the promotion of goods and services should occupy the first positions in the company's activities.

Company brand promotion is carried out through several common methods.

• Application advertising campaigns within the funds mass media. AT this case we are talking about the positioning of the organization in the press, on television, on the radio (it may be interesting -).
• Application of promotion via the Internet. Companies create official websites, forums, use social networks, portals. Here you can get acquainted with the latest economic news, learn new business knowledge and skills, advertise a product, talk about the company, and publish an article with a link to the company.
• Formation marketing policy- another one of effective ways. As part of its application, the creation of rational pricing, the formation of a set of shares are taken into account.
• Taking part in seminars, exhibition events, profile presentations and so on.
• Sponsorship, in order to maintain the reputation of the brand, the owners of large organizations are engaged in charity events and become sponsors.

Thus, promotion of the company's brand is not an easy task, requiring the maximum return and acceptance from the organization. certain decisions. Choosing the best promotion method, coupled with perseverance and following goals, will achieve the best result.

The program associated with the launch of a new brand on the market is quite extensive. It includes several key stages.

1. Research. The specialist at this stage must collect diverse information that will act as a basis for activities. This moment includes an assessment of the brand, its merits, analysis of competitors.
2. Target setting. In this case, the data taken from the previous stages is used as a basis. Traditionally, the popularization of a new name includes several basic goals - increasing brand awareness, creating an image with a positive connotation, and conquering the market.
3. Consumer choice. In this case, it is necessary to focus on meeting the needs of a potential audience. There are several groups of aspects that are of maximum interest in the course of creating marketing and PR relationships. These are directly employees, partners, customers.
4. The choice of instruments of influence. These are various marketing techniques, including the creation service centers maintenance, design of the design part, creation of long-term mutually beneficial relationships with investors (see).
5. Strategy Development. After obtaining the necessary information and passing through other stages, there comes a moment in which other parameters are determined. They include the type of market, the people targeted by the strategy, and the stage of brand development.
6. Definition of the budget. In this case, each detail of the developed promotion plan is considered on an individual basis. Detailed calculations are carried out, estimates are drawn up, further effective planning. Then the strategy is put into practice.
7. Evaluation and analysis of effectiveness. This is the final stage, which involves evaluating the effectiveness of the activities carried out and determining the level and quality of achieving the set targets.

The promotion of the company's brand is carried out in stages in order to correctly fulfill each of the most important points. There are many methods of this type of activity, but modern and progressive companies are guided by PR on the Internet.

Brand promotion on the Internet: the most effective ways

The Internet acts as a rational way to maintain a brand at the proper level. Often it is he who becomes the best option implementation of the marketing concept and the conquest of the consumer. promotion in in social networks, the creation of corporate websites and their optimization - all this contributes to the company taking a leading position in the market and becoming memorable. Therefore, a special role is assigned to this type of promotion.

SEO optimization (search engine promotion) and traffic promotion

This is a way that allows you to bring the advertised resource to the first positions of search results / increase resource traffic. This method allows not only to increase the level of sales, but also plays several other important roles. It serves PR, site promotion, improvement of consumers' attitude towards the company. The direction allows to achieve an increase in the attendance of the company, as well as its recognition among the general public. So, SEO is an affordable way to promote any business, including small businesses. Such promotion of the brand on the Internet will allow the business owner to "kill two birds with one stone", in particular - to target strategic perspectives and receive tactical benefits.

Contextual advertising and contextual display advertising

If you need to achieve results quickly, the ideal course of action is to create contextual advertising. It does not require constant checking of certain indicators, unlike SEO, but the return will not be so long-term and promising. That is, you will see the result while you are advertising your own resource. Obvious advantages this instrument is a clear focus on the target audience, an instant launch of an advertising company, it is well predicted, transparent statistics and there is the possibility of a quick adjustment of your advertising promotion. But as a key promotion method, this option is used less often - it is expensive. Its basic goal is to increase sales and increase awareness.

Interactive advertising

Currently this method promotion is subject to constant improvement, more and more new types with formats appear, methods of such promotion are updated. Currently, leaflets, huge posters and other ART directions are in demand, which not only attract attention, but are also remembered for a long time by representatives of the target audience. And this is the best help in the formation of the brand concept.

Advertising on marketplaces

Some services search engines, such as Yandex.Market and Google Shopping, provide the opportunity to place your product on their pages with an image, price, product description, and other information. It will cost less than contextual and contextual display advertising. True, it is only suitable for online stores and is difficult to configure.

Social networks

Nowadays, it is difficult to imagine a company that would not appear on social networks. People spend a lot of time on resources such as Vkontakte, Instagram, Twitter, YouTube, Facebook, and are happy to subscribe to publics and communities that interest them. They track last news and want to receive fresh updated information on a regular basis. Also, in some social networks, full-fledged advertising campaigns are available. Separately, it is worth highlighting the social network VK (Vkontakte). There you can place your goods or services in a separate block with a price and description. Therefore, companies are encouraged to use various SMM tools to achieve their goals.

PR articles

This method is also gaining momentum in recent times and involves the placement of thematic articles on specialized sites. Through thoughtful texts, you can win over the representatives of the target audience and do it unobtrusively. By posting articles, you can create right attitude consumer to the company, its products and services, as well as to increase brand awareness and significantly improve reputation. Today, blogs, forums, and other authoritative sources are increasingly used to solve these problems.

reputation management

Brand promotion on the Internet today cannot do without creating an optimal image on third-party resources. The company must periodically publish information about itself, declare its products, eliminate negative comments and opinions, and engage in the withdrawal of the resource to the TOP of the search. For these purposes, special platforms and other authoritative resources are used to attract attention, increase sales and take the business to a new level.

It is not enough to introduce a number of measures for the business to grow. It is necessary to monitor and analyze its performance before and after applying a certain methodology. There are several ways to evaluate the effectiveness and control the effect of activities. On the Internet, statistics help to sum up, including:

• data on changes in the number of views;
• time spent on the site;
• information about the percentage of secondary visits;
• parameters of significant transactions (purchases, subscriptions, clicks);
• number of failures.

Brand promotion on the Internet is a time-consuming process that requires constant monitoring and tracking of the main results. A competent approach to this process will provide the company with customers, and the business with profit and growth.