Haagen-Dazs and Starbucks' successful branding strategy

When it comes to brand promotion, whether it is a business or an insider, the first thing that comes to mind is that there is a lot of advertising. It is true that many well-known brands in China are not bombarded by advertisements. If there is no such tool for advertising, are we not going to have a way? Can the brand not be spread and shaped?

Answer: Of course not. In China, there is still such an extreme practice in brand promotion because we still have certain misunderstandings and limitations in understanding and understanding the brand.

The purpose of brand promotion is to correctly convey the brand connotation to consumers, that is, the core interests that the brand wants to bring to consumers, so as to achieve psychological resonance with consumers, let consumers recognize the brand culture and connotation, and finally accept the brand. Since the brand connotation should be correctly conveyed, there are many channels to choose from in today's society, and advertising is not the only means. The key to choosing the brand's promotion methods and channels lies in the effectiveness of correctly communicating brand information.

Haagen-Dazs and Starbucks, well-known brands from Europe and the United States, did not use a lot of advertising when promoting their brands, but chose according to their own characteristics and positioning, brand culture, consumer psychology and actual situation. A set of non-traditional brand promotion techniques has achieved great success, and its successful experience is worth learning and learning from, and it also has great practical guiding significance.

First, the analysis of the basic situation of the brand:

1. Product Features:

Haagen-Dazs: Ice Cream

Starbucks: Coffee

Ice cream and coffee are traditional products, but Haagen-Dazs and Starbucks regard product quality as life. For example, Haagen-Dazs' vanilla must be harvested from Madagascar, and strawberries should be picked from Oregon and Washington. It will be kept at a low temperature, and there will be a smooth chocolate from Belgium. The nuts are a selection of Hawaiian first-class nuts... Starbucks is also almost insanely demanding the quality of its products, from fine selection of coffee beans to baking. Penetration, all the most rigorous procedures.

2, brand positioning:

Haagen-Dazs: The highest quality ice cream

Starbucks: The highest quality coffee

3. Brand culture:

Haagen-Dazs and Starbucks want to convey to people a brand culture and values: we not only love ourselves, but also let them have full emotional and spiritual enjoyment. We also love family and friends, let them share this with us. A wonderful life. This is also an inevitable concern of people in their own development to a certain period of time.

4. Consumer psychology:

With the continuous advancement and development of society and the stability of life, people have gradually become richer. After meeting the basic needs of food and clothing, people began to pay more attention to the enjoyment of spiritual level, paying more attention to their own self and spiritual enjoyment. Consumer goods and premium brands have gradually gained the foundation of the market.

Based on the above basic situation, Haagen-Dazs and Starbucks did not carry out a large number of advertisements in the process of promoting their brands. Instead, they chose a seemingly traditional but effective one according to their own product characteristics and consumer psychology. Promotion method.

Second, brand promotion:

1. Non-mainstream media communication:

Shop Communication: Haagen-Dazs and Starbucks have opened some elegant franchise stores in the most prosperous places. In order to convey the brand positioning, the store has been specially designed, the unique environment layout and decoration, utensils, music, noble and elegant. The atmosphere, etc., all make people forget to return. Once consumers enter, from the purchase of products to the entire consumption process, they all feel the profound brand connotation, so that consumers can recognize the brand connotation from the heart, and begin to recommend and publicize to familiar people and friends, and quickly expand the impact.

Activity/event communication: According to brand positioning and connotation, they link the brand with some very elegant literary activities, such as: song and dance, salon, etc., such as the 2002 Chicago Art Exhibition, it is such an activity that enhances the brand. The image and the artistic position make the brand's high-end image deeply rooted in people's minds.

2. Deep interaction:

Employee interaction: In Haagen-Dazs and Starbucks, employees are the company's “partners”. The company has developed a series of interest-interaction strategies, such as employee stock investment plans. In addition, the company has to make necessary employees. Values ​​training and corporate culture. In addition, such as company forums, public company dynamics, etc., these are also part of strengthening employee communication and employee interaction.

Customer interaction: Customers are the most important resources of the company. In order to cultivate loyal customers, they talk about the training of employees into experts in this field, and communicate with customers to learn various knowledge so that customers can fully feel the high enjoyment. In addition to quality products, you can get more experience, anecdotes, coffee culture, etc., thus deepening the relationship with customers and improving customer loyalty.

Haagen-Dazs and Starbucks have achieved such great success by using such an effective method and choosing a brand promotion method that suits their products and brand culture.

It can be seen that the brand promotion of enterprises is not only relying on advertising, but also advertising "bombing." The purpose of corporate brand promotion is to pass the brand connotation to customers to win customer recognition and acceptance. In this process, product is the foundation, positioning is the goal of promotion, culture is the value of customer transfer, this is a two-way Communication, not one-way forced infusion and "masturbation." For enterprises to carry out brand promotion, only by firmly grasping these key issues, can we achieve targeted and effective promotion.