In fact, in the face of today's increasingly competitive market, enterprises must not take the visibility of enterprises lightly. Some companies are concerned about their popularity all the time and are always looking for ways to improve their popularity. Through social surveys and case studies of some successful enterprises, I believe that the following aspects should be grasped in order to improve the visibility of enterprises:

1. Establish clear goals. To carry out a public relations campaign, it is necessary to achieve certain goals. Such targets should not be too high, but they should not be general. If the goal is not clear, the effectiveness of the campaign is much worse. More specifically, in order for a company to spread its influence to a larger scale, it must have a clear goal in advance, and only in this way can the preparation work be done well and the purpose of increasing the company's visibility can be achieved.

2. Look for the right opportunities. Organize an event to have an opportunity. If there is no opportunity, wait for it, or consciously create the conditions that will create it. In modern economic life, there are many opportunities to take advantage of. With the help of large-scale activities in the society, such as the Golden Autumn Lantern Festival at the Galaxy Hotel in Shanghai, public relations activities can be formed to improve the visibility of the enterprise. Opportunities to be found and discovered, for example, the Lantern Festival is city-wide, and only the Galaxy Hotel found that this was an opportunity and took advantage of it, and other companies did not expect to do so. In fact, for various enterprises, as long as they really pay attention to improving the visibility of the enterprise, there are always many opportunities for public relations.

3. Be sure to attract the attention of the news media. The key to increasing corporate visibility is to play the role of the news media. Whether it is to take the initiative to invite news units to participate or to attract news organizations to participate, in short, it is necessary for news units to participate. Without the involvement of the press unit, the company's public relations activities will not achieve the desired results. Comparatively, it is more effective to attract news organizations to participate than to invite them to participate, although this is riskier and requires special attention. A safer way is to take the initiative to invite some news units to participate, and then try to attract other news units to intervene, so that the effect can be expanded on the basis of guaranteeing the bottom line.

In short, the popularity of a business is not something that can be wanted. In a sense, popularity is a kind of wealth of the enterprise, with this wealth, the enterprise can swim in the business sea. Therefore, for every enterprise, it should be a major matter to improve the visibility. This is an important part of the competitive operation of the enterprise, or in other words, it reflects the level of competitiveness of the enterprise. A highly competitive enterprise will not regard the popularity of the enterprise as a false name, it will inevitably make the company's popularity equal to its own strength.

In addition to learning some effective ways to increase awareness, the key is to understand what a brand is, what is a brand strategy, and how to fight a good brand war.

We all know that an enterprise must have a good brand, and the development of the brand is the growth of the enterprise. We also know that the value of a successful brand is huge, and it is the infinite wealth of the enterprise. We believe that brands can create infinite social value. Imagine how much social value Microsoft has created by its brand, which not only creates huge profits for itself, but also deeply affects the development process of the world and this society, which affects social changes and improves people's living standards and quality. Since the brand can create such great social benefits, how can an enterprise maintain the value of the brand for a long time while building the brand through great efforts? And how to add value to the brand? One of the most important is the social value of the brand. The phrase "the social value of the brand is the key to brand preservation and appreciation" reveals the relationship between the brand and social value.

This requires enterprises to pay attention to their social value while realizing their brand strategy, so as to achieve a win-win situation of brand and social value. A brand with no social value can only be short-lived and cannot exist for a long time.

To realize the social value of the brand, we must first position the brand, if the brand is not well positioned, a brand that can not produce social value, the managers of the enterprise should abandon it without heartache. A brand with no social value may be able to bring you certain benefits temporarily, but in the long run, this kind of brand will have no vitality. Secondly, we should consciously let the brand with social value create its social value, create a "good space and atmosphere" for the brand to create social value, and let it "play to its heart's content", and should not hinder its development from its own small interests. Finally, it is also required that enterprise managers should use part of the value created by the enterprise to give back to the society, so that the social value of the enterprise brand is greater, so as to improve their own brand and create greater value. As long as your brand can be recognized by the public and can create social value for all to see, then your brand can survive for a long time and continue to appreciate.

The win-win situation of brand and social value is a topic that enterprise managers must take seriously and devote themselves to research. If you can get the essence of it, then the potential for the development of the enterprise will be endless.

For a ship sailing blindly, a wind from any direction is a headwind. For enterprises, only by doing the right thing first, and then doing the right thing, can the strategic goals be successfully achieved. The right brand strategy is the starting point for a business to do the right thing. However, in the actual market, it is rare to see companies that attach importance to brand strategy, but it is often seen that companies are keen to continuously develop new products, but rarely make clear decisions on the development direction of the brand, and enterprises that take a step by step abound.

The choice of brand strategy is the fundamental decision of the enterprise, and it is also the program and "leader" of the company's brand management. If an enterprise lacks a long-term idea of the overall operation of the brand, it will lead to chaotic and disorderly operation, which is undoubtedly a great waste of brand resources.

Procter & Gamble, Haier, Wuliangye, Midea and other brands have long been recognized as leaders in the industry. In fact, their brand strategy is not mysterious, and most companies can design an actionable brand strategy by analyzing their successful ideas and designing an actionable brand strategy according to their own internal and external environment. The internal and external environments faced by different companies are very different, and the corresponding brand strategies they adopt are also different. According to the analysis and research of domestic brand masters, some common factors have formed the following 10 basic models of brand strategy.

Strategy 1: Multi-brand strategy

When a business operates two or more independent brands at the same time, it adopts a multi-brand strategy. Procter & Gamble is a master of multi-brand strategy, with more than 80 brands under its umbrella, which are relatively independent in terms of operation for different target markets.

Implementing a multi-brand strategy can maximize market share, achieve cross-coverage of consumers, and reduce the operational risk of the business – even if one brand fails, it will have little impact on the others. However, the multi-brand strategy is an authentic strong game, and if you are not a strong company, don't try it lightly. In China, Kelon is a typical example of the implementation of multi-brand strategy. However, due to its lack of strength, it has been quite difficult to walk on this road.

Strategy 2: Single brand

Compared with the multi-brand strategy, there are also companies that use the same brand for all products. Like Canon, its cameras, fax machines, photocopiers and other products all use the "Canon" brand. The advantage of this is that companies can save communication costs, which is conducive to launching new products and highlighting brand image. In terms of the current situation, most domestic enterprises are more suitable to adopt a single brand strategy. But the single-brand strategy also has its disadvantages - as long as one of the products has a problem, it will hurt the fish in the pond, and there will be a vicious chain reaction.

In addition, there should not be too much contrast between products using the same brand.

Haier can be said to be a successful example of a single-brand strategy. However, after entering the financial and pharmaceutical industries, Haier still used the original brand. It is doubtful whether Haier will continue to gain market recognition.

Strategy 3: One brand with multiple products

That is, a situation where multiple products use the same brand. It can be divided into two situations: one is that an enterprise has multiple brands, and each brand has a variety of products; The other is that a business has only one brand, and there are multiple products under this brand. Aquaman falls into the latter category. In 2001, Neptunus launched a large-scale advertising campaign in more than 30 satellite TV stations across the country, although there are only 3 main products: Neptunus Yindefei, Neptunus Golden Bottle and Neptunus Ginkgo Biloba Leaf, but at present, not only these 3 products are in short supply, but other Neptunus products that are not advertised, sales have also increased to varying degrees.

Strategy 4: One brand and one product

The one-brand-one-product strategy refers to the brand strategy of having only one product under one brand. Generally speaking, it has two situations: under a multi-brand strategy, each brand has only one product; Under the single-brand strategy, there is only one product under each brand. Panasonic is the former case, with Panasonic under the Panasonic brand for audio and video products, National for home appliances and Technics for stereos. The "golden throat" throat treasure belongs to the latter situation. The biggest advantage of implementing the one-brand-one-product strategy is that it is conducive to establishing a professional image of products.

Strategy 5: The enterprise and the brand have the same name

Sanjiu, Yanjing and other enterprises implement the strategy of the same name of the enterprise/brand. This strategy can reduce communication costs – promoting the business is also promoting the brand, and when promoting the brand, it can promote the business. Consumers will treat every brand behavior as a corporate behavior, and they will also accumulate every corporate behavior on the brand. This kind of interaction between enterprises and brands will effectively accelerate brand accumulation. Haier's launch of a washing machine that can wash sweet potatoes was originally a brand behavior, but consumers will treat it as a corporate behavior. As a result, Haier is considered an innovative enterprise. However, the binding relationship between the brand and the enterprise name is easy to prosper and lose.

Strategy 6: Sub-brand

The sub-brand strategy is to take a successful brand of the enterprise as the main brand, to cover the series of products of the enterprise, and at the same time give a lively and charming name to different products as the sub-brand, so as to highlight the personality image of the product. Although the sub-brand has a narrow scope of application, it has a richer connotation than the main brand.

For example, there are more than 100 types of air conditioners in Midea, but how can consumers remember them one by one? A sub-brand strategy is the answer. As a result, Midea used constellations as sub-brands of products, and "Calm Star", "Super Quiet Star", "Zhiling Star", "Health Star" and so on came into being. Due to the accurate positioning of the sub-brand, Midea's products have aroused strong repercussions after they are put on the market.

However, it is worth noting that in the process of implementing the sub-brand strategy, the focus of brand communication must be on the main brand, and the sub-brand should be in a subordinate position.

Strategy 7: Endorse the brand

Brands such as Liuyanghe, Jingjiu, and Jinliufu have become upstarts in China's liquor market in just a few years. Exploring the reasons behind their success, one will find that they are all produced by the Wuliangye Distillery. They consciously convey this message to consumers when communicating their brand. Compared with other brand relationships, the relationship between brands such as Liuyanghe, Jingjiu, and Jinliufu and Wuliangye is relatively loose: on the packaging, the position of "Wuliangye" is not prominent, and it only plays the role of endorsement and guarantee. This is the endorsement brand strategy.

Endorsement of a brand is mainly a guarantee to consumers that these products will definitely bring the promised merits, because behind this brand is a successful business that can produce quality products. Endorsement strategies are especially useful for promoting new products.

However, for the guaranteed brand, the endorsement brand is both a support and a constraint. Endorse the brand's image and may hinder the sponsored brand from following its own path. Therefore, when the guaranteed brand is stronger, it can choose to step out of the "shelter" of the endorsed brand and create its own world.

Strategy 8: Brand Alliance

Using two or more brands on the same product to achieve the purpose of borrowing from each other and achieving 1+1>2 is the brand joint strategy.

Intel is the world's largest producer of computer chips, and is known for its development and production of x86 series microprocessor products. However, since the x86 series was not trademarked, competitors also produced it in large quantities, which hurt Intel. In light of this, Intel has launched a joint program to encourage computer manufacturers to use the "IntelInside" logo on their products. As a result, in just 18 months of the program's implementation, the "IntelInside" logo was exposed 10 billion times, leading many buyers to decide to buy a PC with the "IntelInside" logo.

Strategy 9: Brand franchising

The franchisor and the licensee can achieve brand expansion under the same model with the help of the same brand, so as to achieve a win-win situation or a win-win situation. When the franchisor provides the licensee with a unified brand, technology, management, marketing, etc., the licensee has to pay a certain fee to the franchisor. A brand franchising strategy can achieve rapid brand expansion and reduce risks and costs with the help of licensees' funds.

Globally, McDonald's is the most successful company in implementing a brand franchise strategy. At present, McDonald's has more than 500 franchise stores in China and 100,000 franchise stores worldwide. The experience accumulated in its nearly 50-year franchise history is worth learning from.

Strategy 10: Brand virtual management

Ordinary consumers may not know that the Nike shoes he wears and the Liuyanghe wine he drinks are not produced by these companies, but are processed by other companies. The processing fee of these products is relatively low, but once they are affixed with the brand logos of Nike and Liuyanghe, their value immediately doubles.

This is the charm of brand virtual management, which realizes the separation of brand and production, so that brand owners are freed from tedious production affairs and focus on technology, service and brand promotion. In the mobile phone industry, Ericsson, Nokia, Motorola, etc. are experimenting with brand virtual business strategies.

For enterprises, there is no good or bad difference between the above 10 brand strategies, only the difference between suitable and inappropriate.