First, they have more budget for advertising

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And second, their brand power can leverage more online resources and save traffic costs. For example, the first floor of a shopping mall is usually the most expensive, but if it is Uniqlo, the rent can be reduced or even waived. It is very expensive to be on the cover of a fashion magazine, but if the celebrity is big enough, it can be free. This is actually a manifestation of the brand effect. High potential energy can be converted into real money. The same is true for online channels. Brands do not want to be controlled by the platform mechanism and hope to establish a stable pricing system. However, when traffic costs rise, only brands have bargaining power. After brands such as Meiji Landou, Ulike , Kongke Instant Noodles, Telanis , and Deyou increased their influence through Focus Media, they used Tik Tok and Tmall.


On the other hand, the popularity accumulated offline will also help them exchange for better resource positions on online platforms. In addition, offline influencers can also help improve the bargaining power phone database of brands and bloggers when they cooperate. On online platforms, the impact of Dabo on brand sales is self-evident. Some top influencers can even ask brands to break prices, which is essentially caused by " potential energy difference " . Influencers will stop cooperating because of a piece of negative news about a brand, and naturally they will give in for the sales guarantee and potential energy brought by the brand effect.


Brand power is the cornerstone that supports product prices. For example, Kongke instant noodles can maintain a stable high customer order during promotion because of strong brand support. 2. How to find an effective way to build brand power Compared with the immediate sales growth brought by online traffic, offline marketing is more like a delayed gratification for brands. However, we can see from the above brand cases that although brand image is an intangible asset, it can be transformed into real profits and increments. There is a scientific methodology for building brand power and converting it into growth potential. Different brands can choose the appropriate approach based on their budget and operating conditions.