Build a brand pharmaceutical company: 100 million yuan advertising office 2 billion yuan

In addition to planning a good brand structure, establishing brand core concepts and brand recognition, brand pharmaceutical companies must design an advertising film that can sell goods. The production of advertising films must grasp three principles:

1. Be sure to remember the name, such as a good doll's 5-second brand advertisement: “A good doll is sick and a good doll helps a good doll to make a good doll more healthy.” The brand is mentioned 4 times in 5 seconds. The name of the good doll. The proportion of people remembered is much higher.

2. Be sure to remember the shape. For example, the small sunflower mother class of Sunflower Pharmaceuticals has started classes. The image design of Xiao Kuihua is very special, and the small sunflower design is imported on the packaging. It is very easy for consumers to reach the terminal with advertising. Memory is linked to purchase. 10 years ago, when the author planned a good doll, he would register the good five-five son figure and import it into the good doll's packaging and all advertisements, and constantly accumulated the brand image, letting more people remember this brand, as a good doll. Obtaining the first children's text and image of China's well-known trademark and the establishment of the first brand of children's medicine has made great contributions.

3, we must make people have reason to buy, that must have their own unique positioning, and other brands to distinguish, in order to get a slice of the market segment. We can look at the importance of positioning from the most competitive adult cold medicine market. Due to its unique positioning, the following cold medicines have become big brands: “anti-virus, flu, and trust” successfully seized the virus Market; "Good Chinese Medicine, Fast Western Medicine, Combination of Chinese and Western Medicines, and Sanjiuganmaoling" made the first brand of Chinese and Western combination of cold medicines with the idea of ​​"mashing up"; "do not sleep on white tablets during the day and sleep on black tablets at night". Black successfully seized the symptoms of the flu and became a well-known brand; the combination of “Big People's Congress, Fast Kids, and Little Crackers” enabled Asia Pharma to bring a small crack to the company when it came to growth.

The length of commercials is worth considering. As advertising costs continue to rise, the advertising time for purchasing 100 million yuan a few years ago may now require about 200 million yuan to obtain. Therefore, if you want to spend 100 million yuan to achieve the effect of spending 200 million yuan, you can only control the advertising time. Try to change from 30 seconds to 15-second commercials, even with a combination of high-frequency 5 second commercials, especially during the brand's maintenance phase, such as correcting the launch of the company's Starbucks advertising “stomachache, stomach acid , bloating, use Starkey."

Finally, handle the relationship between corporate branding, product line branding, and product branding. In the era of skyrocketing advertising costs, the vast majority of companies must adopt the brand strategy of “cultivating brands with brands and branding with brands”, such as ethnic brand promotion of the Good Doll Collection; or “brand breeding with brand education, ” That is, the creation of key varieties has driven the growth of corporate brands, which in turn has driven the sales and profits of other products of the company. Currently, there are companies that are most successful such as corrections, sunflowers, and Renhe. However, in order to deal with a problem, the name of the company's trade name is preferably the name of the brand and is a trademark protected by law. Otherwise, the greater the influence of the company's brand, the other companies with the same name will benefit. If there is a problem with the quality of other companies, the sales of brand enterprises will be Affected, the method of reform can learn from Chengde Chinese medicine, change “Chengde Chinese medicine” to “Chengde neck rehabilitation medicine”, and make the company's trade name consistent with the main brand name.