Editor's Notes:
In the era of globalization, digitalization and rapid development of intelligence, brand innovation has become a key factor in the sustainable development of enterprises. Whether it is product design, packaging innovation, marketing strategy or business model, domestic and foreign brands are constantly exploring and iterating to adapt to the rapid changes in market demand and consumer preferences. Sino-German Department of Branding offers a series of lectures on "International Design and Innovation Trends", inviting branding experts and scholars from the industry and academia to share the latest developments, methods and cases of international branding innovation, in order to inspire teachers and students to think innovatively and improve the level of branding discipline construction.
On the evening of October 10th, Prof. Dietmar Pfaff from the Rheinische Universität für Wissenschaftliche Aufklärung (RWTH) in Cologne, Germany, was invited to give a special lecture on the topic of Brand Innovation - Design Thinking and Brand Intelligence: Three Engines for Shaping the Power of Brands (InnovationDesign Thinking and Brand Intelligence) for the whole university. Prof. Dietmar Pfaff from the University of Applied Sciences Cologne Rhine, Germany, was invited to give a special lecture to all the students and teachers - Brand Innovation - Design Thinking - Brand Intelligence: Three Engines to Shape the Power of Brands.
Presenter Introduction
Dietmar Pfaff, a graduate of the University of Frankfurt, Germany, has a strong academic and business background. He has been a professor of marketing management at the Rheinische Universität für Wissenschaftliche Technische Hochschule (RWTH) in Cologne, Germany, since 2007, and has extensive experience in teaching and researching marketing, economics, and tourism management at a number of renowned universities in Germany and China. A Practical Handbook of Marketing", "Competitive Intelligence in Practice", "Market Research" and "Understanding, Winning and Motivating Customers". These books provide valuable references for academics as well as practical guidance and insights for business practitioners.
The importance of brand intelligence and product branding
Professor Pfaff began by emphasizingThe Importance of Brand Intelligence in the Modern Business Environment. He pointed out that brand intelligence refers to the use of data, analytics and insights to improve the understanding and management of a brand, including all information gathered to measure brand performance, analyze customer behavior and perception, and make strategic decisions to strengthen the brand. Through accurate brand intelligence analysis, companies are able to better grasp market dynamics and consumer needs to develop more targeted brand strategies.
Prof. Pfaff then tookThe German market, for example, elaborates on the importance of product brandingHe mentioned that Germany, as a world manufacturing powerhouse, has nurtured many globally recognized brands in its beer and automobile industries. He mentioned that Germany, as the world's manufacturing powerhouse, has spawned numerous globally renowned brands in its beer, automobile and other industries. These iconic brands not only carry deep social recognition and important values, but also become the representatives of national brands, making great contributions to the prosperity and development of the German economy.
Core concepts and practical values of design thinking
Prof. Pfaff emphasized thatDesign thinking is a human-centered, practice-oriented and iterative approach to innovation. Through the steps of observation, understanding, comprehensive analysis and problem formulation, enterprises can dig deeper into users' needs and explore the potential of their brands, so as to develop more competitive products and services. In addition, he pointed out that Design Thinking is not only a tool or method, but also a new way of thinking, which encourages people to step out of the traditional framework and look at problems from a more open and diversified perspective, so as to discover neglected opportunities and possibilities. He also shared the application of Design Thinking in real cases, demonstrating its great potential in driving corporate innovation.
Case study: "HARIBO" brand as an example
In the lecture, Prof. Pfaff took HARIBO as an example and analyzed the brand's success in German and Chinese markets from the aspects of historical background, market positioning, product strategy and marketing strategy. He pointed out that HARIBO has successfully won the love and trust of global consumers by virtue of its unique brand culture, rich product line and precise marketing strategy. Especially in the Chinese market, HARIBO has successfully attracted a large number of loyal consumers and realized long-term business success by continuously expanding its product line, innovating its brand image, improving the quality of its products and strengthening its brand marketing.
Integrating data for better strategic positioning and decision-making
Prof. Pfaff noted thatStrategy, brand and product are the three indispensable pillars for realizing business value. To build these pillars, organizations need to integrate data from multiple sources, including internal systems, market research, social media feedback, and so on. He detailed a variety of methods for integrating different data sources and emphasized the importance of evaluating data based on criteria such as accuracy, timeliness, and completeness of information access. In addition, Prof. PfaffHighlights the critical role of product uniqueness, consumer sentiment and competitive analysis in developing effective marketing strategies in overseas marketsHe emphasized the importance of He emphasized that understanding the unique selling points of products, capturing the emotional needs of consumers, and thoroughly analyzing the dynamics of competitors are important prerequisites for companies to succeed in overseas markets.
At the end of the lecture, Prof. Pfaff made a thought-provoking point - understanding cultural differences is crucial for brand expansion. He pointed out that there are significant differences in cultural backgrounds, consumption habits and values in different countries and regions, and that companies must take these factors into account during the expansion process to ensure that their brands can be smoothly integrated into the local market and achieve sustainable development.
During the interactive question and answer session, a student was interested in"How Brands Can Flexibly Respond to Individualized Consumer Preferences"A great deal of interest was expressed. Prof. Dietmar Pfaff gave an insightful answer. He pointed out that sellers can observe the target consumers, deeply understand their concerns and actual needs, and through careful market research and analysis, devote themselves to creating a new service model - tailor-made personalized solutions for each customer to meet their unique needs.
This strategy not only requires a high degree of customization, but also means revisiting and redefining a brand's lifecycle management strategy, according to Prof. Pfaff, who points out that brands should take a more flexible and responsive stance in adapting to the changing patterns of consumer behavior, ensuring that their offerings are always in sync with the immediate needs and preferences of consumers. In short, it is aboutBuilding a brand ecosystem that can dynamically evolve and deeply personalize the consumer journey, , ,Thus, we can stand out in the fierce market competition and realize more far-reaching and long-lasting service value..
Prof. Pfaff also shared his rich experience and insights in the field of brand management. He mentioned that when developing a brand strategy, companies should focus onEmotional connection between brands and consumersIn addition, by telling brand stories and building brand culture, it can enhance consumers' sense of identity and loyalty to the brand. At the same time, companies should also focus on the maintenance and enhancement of the brand image, through continuous brand communication and marketing activities, and constantly improve brand awareness and reputation.
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