You should narrow down the conditions and hold down a search marketer.What is the new strategy for becoming a selected brand?

What is required of branding activity companies that are difficult to capture?

　It goes without saying that branding strategies are important in marketing.So what is branding in the first place?

　According to "Kotler & Keller's Marketing Management 12th Edition", branding is "giving brand power to products and services."Speaking of "brand power", interpretations are often diverse, such as "widely known" and "good image".Therefore, it is actually clear how "brand power" affects business, such as "what value the high awareness is in the market" and "how good an image contributes to sales".There are also cases where there are no cases.

　Neo marketing is developing its own effect indicators while talking to the market (marketing), based on the understanding (research) of consumers, in the branding activities of companies that are difficult to capture the actual situation.

　Markezine Day 2021 Neo Marketing Costa Made Riven Vision Division Manager Kazuya Matsuda said, "What are the purchasers of consumers, not only to make brands, but also to be" selected "by buyers.You need to know if you have purchased it through the decision -making process. "

What is the new strategy for becoming a recalled brand?

　What Matsuda proposes is the new strategy, Ebokt Set, to become a recalled brand.Ebokt Set (Evoked Set: A direct translation is a "recalled set"), when a person buys a product, there is a collection of brands that come to mind in their heads.Point.Early, it is like a purchase list, for example, "PET bottle tea" includes "Oi Oo Tea", "Ayataka", "Iemon", and "Raw Tea".

　If you don't recall your brand when you think, "Let's buy this product," you won't even be given a chance to consider it.Mr. Matsuda said, "In brand cognitive activities, it is easy to pay attention to" how to raise awareness ", but not only is it known, but that our brand is reminiscent at the time of purchase.Is this the most important point? "

　In fact, the importance of Ebokt Set is increasing every day.According to the survey conducted by Neo Marketing 18 to 79 years old nationwide, according to the survey conducted in June 2021, "consumer consciousness and behavior", "purchase familiar brand products" (65) (65).4 %), "Shopping is done after planning" (64.9 %), "Shopping is done in a short time as possible" (63.It is 2 %), and it can be seen that many consumers tend to buy the products they want in a short time due to the corona evil.

　Neo Marketing is promoting the indicators of brand activities based on this Ebokto set, and develops the "Evokedset Joint Research Project" together with Naoto Ozura of Waseda University, one of the representative researchers in Japanese marketing research. are doing.