Keywords: brand competition, industrial enterprises, competitive awareness
I. What is the importance of brand building for enterprises?
In the current domestic market, without building their own "brand", the enterprise's commodity power is very weak, that is to say, there is basically no competitive advantage, not to mention all the entrepreneurs dream of value-added High profits; so, low value-added is the biggest helplessness of many enterprises in China Because of the low value-added, the enterprise Because of the low value-added, the lack of product development, management upgrades, and marketing investment; no strong brand competitiveness, the market competitiveness of the enterprise's goods will not be able to compete with the competitors, the market price of its natural difficulty to improve, which brings a lower value-added, so that the enterprise into a low level of competition in the circle of the enterprise to enter a more vicious cycle. Therefore, for enterprises, the brand competitiveness of the high and low decision between the enterprise and the enterprise profits of the big and small, but also to determine the success and failure of the product and the product, but also to determine the enterprise and the enterprise between the strong and weak.
Creating a strong brand is a far-reaching thing for an enterprise, and it is the foundation for the enterprise to obtain core competitive advantages, and also the key to whether it can rise rapidly and be strong in the contemporary internationalized market economic competition. The huge Chinese market has become a domestic and foreign enterprises *** with the main battlefield, enterprises regardless of strength, regardless of size, regardless of seniority, are destined to survive and aspire to development in the same competitive environment. To win in the competition, we must focus our attention on creating a core competitive advantage of "strong brand".
The ultimate goal of creating a strong brand is to continue to get better sales and profits. As the repeated use of intangible assets is no cost, as long as there is a scientific attitude and superior wisdom to plan the brand extension strategy, you can make full use of brand resources through rational brand extension and expansion of intangible assets, to achieve the leapfrog development of enterprises.
Now the market competition has actually developed to the stage of "brand war" - that is, "the competition of the core brand advantages", no brand competition is powerless competition, no brand support of goods is fragile goods, no brand foundation of the market can be said to be fundamental. Without brand competition is powerless competition, without brand support of goods is fragile goods, without brand foundation of the market can be said to be not at all "occupied market". Therefore, many business and investors recognize that the "brand" is the most precious resource of the enterprise.
Two, how to enhance the brand competition awareness
1, China's corporate brand competition status
Some people have asked the boss of some well-known enterprises in China, what is the goal of business operations? The answer is: the market share of the brand. This shows that many well-known enterprises have recognized the importance of the old boss of the brand. Especially at present, the international market productivity has been in surplus, all open market economy countries have entered the buyer's market to varying degrees, the market competition environment, means compared with the past have undergone great changes. In this new situation, the main means for enterprises to win is no longer purely based on the product itself to compete, but also includes brand competition. It can be said that the future of international market competition will be the main form of brand competition, brand strategy will become the advantages and disadvantages of enterprises in the market competition in the magic weapon.
In fact, many of the world's leading enterprises are often brand development is viewed as a priority strategy for enterprises to develop international markets. Coca-Cola, Pepsi, McDonald's and so on are not first from the grasp of the brand strategy to start, that is, the creation of their own brand-name products, and as a means to develop the market, and ultimately occupy the market. Moreover, because of the brand's comprehensive driving effect is very huge, the degree of exportation is also quite deepening in the development of the market economy today, the brand for the survival and development of the importance of the enterprise has been known to all, the brand strategy has become a lot of well-known enterprises in the market competition invincible magic weapon. After entering the WTO, China's economy is gradually integrated into the international market, national enterprises are facing a more competitive environment. This fierce market competition is product quality, technical service and price and other elements of competition, and ultimately through the brand competition to realize. With the economic strength of the brand as the backing to divide the world resources, expand the global market, will be a major feature of the international economic operation. 2004, China's GDP has risen to the world's sixth, the total volume of trade to the fourth, China's color TV, clothing, shoes and hats, and so on up to more than 100 categories of products in the world's first output. Obviously, China is undisputed manufacturing power, but we are undisputed brand weakness. 2003 by the world's leading authority rated the world's 100 most valuable brands, the United States accounted for 62, Japan, France, Germany and the United Kingdom accounted for six or seven, our country is zero.
2, set up a professional brand awareness
Brand culture is to establish a corporate image, enhance the competitiveness of enterprises, one of the core issues. Because, the brand is to have it's enterprise differentiated from other enterprises of the logo, it is not only corporate image recognition, essentially represents the seller of the product characteristics delivered to the buyer, the benefits and services of the consistency of the commitment. Brand is a guarantee of quality, quality service, is the crystallization of corporate culture, is a symbol of the enterprise. Brand in addition to attributes, benefits, value, more importantly, represents the pursuit of corporate culture. Corporate culture gives the brand vivid vitality and non-me intangible tension, behind any one of the well-known brands have their corporate culture as a backing, the brand once generated in a superior corporate culture atmosphere, will be able to shine.
Three, the brand competition in the important role of industrial enterprises
1, product quality is the foundation of brand building.
Brand products are the essence of the product, is characterized by a high degree of quality assurance as a basic feature, is to determine the essence of the product market and sales effect of the conditions. Quality is the life of the brand, is to obtain the honor, trust in the community to ensure.
2, perseverance is the key to support branding.
Reputation is a brand in the minds of consumers to establish its "brand preference" and "brand loyalty" feeling of the basic elements. Because consumers have a brand preference or even loyalty, is the industrial enterprises in product quality, service quality and other aspects of the commitment to the trust generated. This trust is first of all consumers in the market repeated experiments gradually get belonging to, and then in the repeated consumption of their favorite brands to produce identity. Brand reputation competitiveness can not only consolidate the existing consumer groups, but also through them to expand the potential consumer groups. Therefore, a good brand reputation is an intangible asset of the enterprise, which can enhance the competitiveness of the brand and bring value-added profits. However, the establishment and maintenance of reputation not only requires high cost, but also requires enterprises to have a long-term strategic vision. Many brand business operators in the highly competitive market environment, it is difficult to resist the strong temptation to obtain high profits in the short term, and ultimately at the expense of the brand commitment to the cost of immediate benefits. Wenzhou brand to really become a world-class brand with international competitiveness, enterprises must always abide by their own commitment to follow the basic rules of the game of business, what can not shake their brand beliefs.
3, technological innovation and scientific management is to ensure brand competitiveness of the source.
The brand is the product of market competition, is a sign of the vitality of enterprises. Brand products due to high-tech content so that it has high quality and high value-added, thus bringing high competitiveness and high profits. Who has a certain field of intellectual property rights, become a well-known brand, who is the leader in this field. The progress of science and technology makes the scientific and cultural content in the brand more and more large, to maintain the sustainable competitiveness of the brand, it is necessary to continuously carry out scientific and technological innovation. At the same time, with the rapid development of the economy, people's consumer attitudes and needs are also changing, if the enterprise stops scientific and technological innovation, the past brand products will be outdated, will be other brands beyond and replace. Technological innovation guides the market demand, scientific and technological change determines the enterprise production, supply and marketing system and the development direction of the enterprise industry, therefore, the development of brand competitiveness strategy based on technological innovation is a fundamental way for enterprises to win market share. Any brand has a scientific internal management environment. Only the establishment of a scientific and perfect management of the production process and raw material consumption, product quality assessment, capital management and other management systems, the formation of an effective incentive mechanism and constraints, the establishment of a stable consumer groups and markets for enterprise products, the brand can grow rapidly in the fierce competition in the market.
4, high connotation of the cultural brand is to shape the core of the brand.
Behind the brand competition is the competition of brand culture. A brand's popularity, reputation and loyalty naturally come from the inner quality and performance of the products represented by the brand. The rich connotation of brand culture supports the brand awareness and reputation, so that the brand's influence deep into the hearts of consumers, the implementation of consumer action, thereby enhancing consumer loyalty to the brand. No cultural connotation of the brand lack of attraction and imagination, naturally difficult to form a market influence, so it is difficult to improve the competitiveness of the brand level. Brand culture is crystallized in the brand in the business outlook, values, aesthetics and other conceptual forms and the sum of business behavior. It is not the brand product entity level, but beyond the product entity level of abstract conceptual form, is the soul of the brand. Wenzhou enterprise brand culture for the specific situation, the development of deeper cultural connotation of the brand should pay special attention to improve its service culture. Service culture is a service concept and service art. Enterprises to provide brand services should first reflect the rich cultural sentiment and emotional color, in the invisible formation of a sense of elegance and affinity; secondly, we should be good at insight into the customer's potential psychology, think of the customer's thoughts, to provide services to meet the customer's potential psychological expectations; high-quality brand services should also be able to seek innovation in service, take the lead in launching new features of the service to the public to leave a deep, beautiful impression.