Some door and window manufacturers will have such doubts. Our brand has always been positioned as medium and high-end products. If we go to the rural market now, we are bound to reduce the price to meet the low-end demand. Will this not damage the brand positioning? Yes, if the same brand does both low-end and high-end, it will blur the brand positioning and cause damage to the brand.
So we need a reasonable brand design. Here, we can learn from Internet companies and use sub brands to deal with different positioning consumers. In the same design brand structure, launch sub brands for the third and fourth tier markets to form the brand structure of endorsements. In this way, we can not only fully develop the brand personality of the sub brand, make it closer to the third and fourth line market, but also avoid the damage of the original brand, and jointly form a strong joint force of the door and window brand.
Reasonable design of brand structure, avoid brand damage, strengthen brand integration publicity.
3、 The demand for brand promotion in the fourth tier market is stronger, because these consumers are more receptive to advertising than those in first tier cities. In fact, consumers in the third and fourth tier markets are irrational in shopping. They are more likely to follow suit. They even love face more than urban consumers. Within their price logic, they are more willing to buy brands. Better choice of local advertising.