The purpose of the name change of Chinese patent medicine and the analysis of the brand strategy after the name change

[market analysis of chinapharma.com] in early January this year, the State Food and Drug Administration issued the technical guidelines for the naming of generic names of Chinese patent medicines (Draft for comments), which triggered heated discussions in the industry, such as "the essence of essential oil is not called essence", "Yunnan Baiyao may change its name", "the name of Chinese patent medicine should not be changed in one stroke" This has to make us seriously think about a brand name change: why change? After the change, how to make the brand information reach the original customer group again and establish the cognition among the consumers? (image source: Baidu image) in the era of high homogeneity of products and increasingly diverse consumer demand, brand positioning is particularly important It is also very important for drugs to be safe and effective Drug name is a part of drug standard, but not every consumer has the ability to distinguish the true and false drugs and the efficacy Therefore, to standardize the nomenclature of Chinese patent medicines, we should focus on rectifying the nomenclature of exaggerated efficacy, implied efficacy and vulgar terms, which is also a part of promoting the construction of modern management system of food and drug safety in China Li Li, a licensed pharmacist, said the change of the name of Chinese patent medicine was a matter of standardization In recent years, many enterprises have come up with many dazzling names to attract more attention, which has really disrupted the already disordered market Although it is unrealistic and unscientific to standardize the names of Chinese patent medicines according to the naming principles of chemical drugs, some products that exaggerate the efficacy really have the suspicion of inducing patients, so it is necessary to standardize the names of these Chinese patent medicines However, the names with certain brand influence and historical origins should be retained, because these enterprises consume a lot of human and material resources in the process of promoting brand products Once the name changes, the impact on enterprises is very huge For example, academic promotion is difficult to carry out, and patients' recognitions also need time, which is difficult to estimate Brand image is not "name"? Coincidentally, as early as August 2015, the State Food and Drug Administration issued a notice on further standardizing the naming of health food, requiring that health food containing words related to product functions should apply for changing the name of health food in accordance with relevant regulations As well as from May 1, 2016, it is not allowed to produce health food whose name contains words related to product function Some health care product manufacturers have said that to achieve the existing brand awareness, they need to increase investment in brand planning, market strategy, media delivery, sales layout, etc., and go through a long process of market cultivation and consumer awareness Long Juan, former deputy director of the chairman's office of the people's pharmacy, thinks that a good name is an important foundation for building an enterprise brand Usually, a name that is easy to understand, visualized and suitable for enterprise products can make consumers more easily identify and remember the enterprise brand, such as Coca Cola, Taobao, Didi taxi, Alibaba, etc But a good brand name is only the beginning of brand building Reliable quality, in place publicity and considerate service are the important factors for consumers to recognize and widely spread the brand For example, there are many products named "Angong Niuhuang Wan" in the market, but consumers are more recognized by Tongrentang, a century old enterprise This shows that a good name plus a good product is more conducive to rapid brand success, on the contrary, if there is no curative effect, a good name is a "misnomer" for consumers Take renaming as an opportunity for brand upgrading Today we are in an era of consumption upgrading, people's lifestyle is transforming, and many consumer goods, including pharmaceutical products, need to be repositioned We might as well take this renaming as an opportunity for enterprise brand upgrading, first positioning and then focusing Longjuan said that when breeding a new brand, we must pay attention to the relationship between the new brand and the original brand Secondly, through the sharing of resources such as channel, design and marketing, we should help new brands grow and save the cost of brand building We can start from the following aspects: brand strategy If the original brand or parent brand already has brand awareness, we should pay attention to the relationship between the new brand and the original brand after confirming the strategic direction of the new brand Long Juan cited a case of creating a new brand of jiaduobao She said that after changing its name, jiaduobao first adopted a dual brand association and quickly hit out "the red pot herbal tea sold in China was renamed as jiaduobao" and "the authentic herbal tea jiaduobao sponsored by the voice of China" in the media, which successfully realized the transfer of the original brand to the new brand and accelerated the new brand Second, upgrade product quality, innovate product packaging, and comprehensively use various marketing strategies to make the brand's new positioning perceived by consumers Third, we should use the Internet plus spirit to achieve continuous upgrading of consumption, such as O2O, multi-channel and full channel coverage, and connect to your potential consumers in various ways This channel includes not only sales channels, but also information dissemination channels We should learn to study the 24-hour living conditions of consumers For example, in terms of resource sharing, the channel terminal advantages of jiaduobao are very obvious Whether it's from restaurants, convenience stores, supermarkets, gatekeepers, heaps and refrigerators, the terminal promotion of jiaduobao is all pervasive Even if the brand name is changed, this kind of strong ground promotion also becomes a powerful guarantee for Cadbury to occupy the mind of consumers quickly It can be said that the value of a brand is not only the popularity of a name, but also the embodiment of the comprehensive strength of an enterprise When the enterprise has done enough in product quality, promotion strategy, publicity materials, channel terminal, after-sales service and other aspects, it is natural to build a new brand.