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Go Hand In Hand With Brand Strength

2010/8/14 16:50:00 69

As we all know, not necessarily 1+1=2. As long as we take the right road and use the right method, 1+1>2 can also become a reality. A few years ago, headphones and sports were already on the market. brand A case of cooperation between brand and brand. At that time, a typical example was Philips and Xie The brand is strong. A product that has been launched by the company is presented in the main sports style. Now, more and more brands are seeking cross-border cooperation, promoting their own consumption groups to other circles. From the point of view of the effect, it is definitely 1+1>2, because it not only continues to enhance the brand's pull in the original circle, but also opens up new user groups in the circle of collaborators.

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With the continuous improvement of users' demand for portable devices, the share of audio and video playback devices such as MP3, MP4, PSP, mobile phones is also increasing. Unfortunately, limited to manufacturers' restrictions on the cost of products, the quality of the headphones produced by these audio and video players themselves is not high enough to bury their audio quality. However, most consumers have realized that replacing headphones is the most convenient way to improve the sound quality of MP3, MP4 and other devices. {page_break}

Because of this, the headphone products have also been raised to a higher degree of concern. However, if we simply promote the product from the perspective of headset manufacturers, even if we have a good product, we can not escape the suspicion of too monotonous promotion. Besides, for the earphone products, the coverage of the users is obviously small, and it is also not conducive to the increase of sales volume. Based on this demand, the earphone manufacturers have begun to cooperate with other brands. The product is a headphone, and it is well integrated into the elements of the cooperation brand, so that it can well cover the two brand user groups.

At present, the most popular brand of earphone cooperation in the market are: the sports ear hangs, the series of sports headphones launched by Qi and Qi, and the retro HD25II headphones introduced by clover and clover.

Sennheiser Adidas HD25II headphones

Earphone + sports brand cooperation is becoming the mainstream. So, in terms of users, how do we view the development strategy of the big international joint venture, such as the cooperation of headset brand and sports brand?

In fact, users generally agree to accept cooperation. They are more concerned about the cooperation between brands. Naturally, the products launched are also popular. The most typical success is the series of sports headphones launched by the Union and the combination of the magic sound and the theme headphones launched by basketball stars. The former is a direct cooperation between the two German brands, while the latter can be regarded as the transboundary between the two American brands. From the sales volume of the market, these products have been sold well: the series of earphones has been landed in the store, while the users who buy the magic voice headphones have a large part of their fans. {page_break}

International grand coalition is not a precedent.

Is this brand promotion strategy launched in the near future? Obviously not! For these international brands, cross-border cooperation between giants is long-standing. For example, the cooperation between the two companies is a good way to catch the customers' consumption psychology of the original customers and the fans of a brand. The products launched are well integrated with the elements of the joint brand.

From the perspective of market reaction, this combination should be a win-win situation. The two sides of the cooperative brand expand consumer groups and increase sales. Consumers can meet their basic needs and satisfy their psychology as a certain brand of fans.

Brand cooperation needs to consider users.

As we mentioned before, many brands have started cooperation, but these cooperation are based on a certain foundation. If the two brands differ in their culture, ideas and products, the market reaction must be very bad.

Generally speaking, the cooperation between the two groups is based on young users. However, they are also based on the sports needs of young users.

Joint efforts 1+1>2

There is no doubt that from the specific examples, we can see that the joint cooperation between brands is very beneficial, and is the result of 1+1>2. However, it should be noted that in the whole process of brand promotion, we should pay attention to the boundary between brands and users' feelings. Only by properly handling these two points can we not make the union of the two brands look so vulgar.