Brand user decision-making

Brand user decision-making refers to the use of this decision enterprises (manufacturers) brand, distributor or the use of the brand, or the use of two brands at the same time. Under normal circumstances, the brand is the manufacturer's product tags, manufacturers decided to product design, quality and characteristics. Renowned manufacturers will be leased to other trademarks of their small and medium-sized manufacturers, will collect the royalties. In recent years, increasing the brand dealers. Western countries many prestigious department stores, supermarkets, clothing stores and so the use of their brands, some well-known businessmen (such as the United States of Wal-Mart) to Buy 90% of all goods with their own brand names. At the same time strong, there are many wholesalers in the use of their brands, enhance the pricing, availability and other aspects of control. At present, the dealer brand has become an important factor in brand competition. However, the use of distributors for the brand dealers will have some problems. Dealers required substantial orders, use up a lot of money, the larger the risk the same time distributors to expand their own brand's reputation, need to vigorously promote its brand, operating costs increase. Dealers use their own brand will bring many benefits, such as the purchase because of the large number of its purchase lower cost, thus selling prices lower, more competitive, can get higher profits. At the same time dealers can be used to control prices, to some extent can control other brokers. In a modern market economy, brand manufacturers and dealers often between the brand of fierce competition, the so-called brand warfare. In general, manufacturers and distributors brand of competition among brands, in essence, is the manufacturers and distributors of the trial of strength between the strength. Manufacturers in the market has a good reputation, has larger market share under the conditions, manufacturers should use the brand, unable to operate their own brand dealers can only accept brand manufacturers. On the contrary, when the brand in a market dealers in the area has a good reputation and a huge brand, improve the sales system, the use of brand dealers are also beneficial. So a brand user decision-making, in line with the specific situation and give full consideration to manufacturers and dealers in the balance of power in order to make an objective decision-making.

Brand of decision-making

Brand of decision-making is to decide whether to refer to products from the name, logo design activities. Historically, many products do not have to brand. Producers and brokers of the products directly from the barrels, boxes and containers taken out for sale, without any identification of the supplier's credentials. The trip will go through the Middle Ages to the requirements of the handicraft industry, trade marks in the standard of their products in order to protect themselves and consumers from inferior products damage. In the field of art and artists in their works on a tag attached, and this is the first brand marked the birth. Today, the brand of commercial enterprises, especially for the role of values, rapid development of the brand, has very few products do not use the brand. Like soybeans, fruits, vegetables, rice and meat products, such as the past never used brand of goods, was also a feature on the packaging bags, called the sale of brands, it is naturally the purpose of access to the benefits of the brand. The use of the brand benefits of enterprises are as follows: to order processing and tracking of products, protection of certain unique characteristics of the products were competitors to imitate, in order to attract loyal customers the opportunity to market segmentation; help to establish the product And corporate image. Although the brand is the largest commodity market development trend, but for individual enterprises, whether or not to use brand products must also consider the actual situation, because access to the benefits of the brand at the same time, create, maintain and protect brands have made great Costs, such as packaging costs, advertising fees, costs, expenses and legal protection. So in some supermarkets in Europe and the United States has emerged with a brand of phenomena such as the small of the face, toilet paper and other packaging simple, low prices of basic living supplies, which makes enterprises can reduce the packaging and advertising expenses, A price advantage. Generally speaking, for those who can not be in the process of a certain characteristics of the product, the same products as high, consumers will not buy too much attention to brand. In addition, the brand and product packaging, production, prices and manufacturers, etc., are consumer choice and evaluation of external merchandise a clue, for those who value consumer products only the style and price to the neglect of branded products, brands The significance of it very small. If the business when we decide to create a new brand, not just to design a logo for the product or take a name, but must be through various means to enable consumers to achieve the level of brand recognition, or the existence of the brand is meaningless. Unprocessed raw materials and products manufacturers who will not be different characteristics and different form of goods can still use non-brand strategy, this can save costs, lower prices and expand sales.

Brand strategy outlined

David A. Aaker think: this is a brand equity assets, it can provide for enterprise customers and products or services beyond their own interests beyond the value of brand equity is at the same time with a particular brand of close contact, if that brand Text, graphics change, affiliated with the brand on the property will lose some or all. Brand strategy is to produce a series of accumulated corporate brand management and marketing methods, including 4 P and brand recognition, all the elements. Are: brand of decision-making, brand user decision-making, decision-making brand name, brand strategy, brand positioning to the decision-making, brand extension strategy, brand updates.