Brand building usually refers to a series of related activities and work engaged in brand cultivation and growth, with the promotion of brand image, brand value and brand identity as the main content. Brand represents the quality level and comprehensive competitiveness, and is an important resource of the market. Therefore, promoting brand building and taking the road of brand development are the realistic needs and objective requirements of the government, enterprises or organizations and regional development. In practical work, it is very important to grasp and apply the "six elements" of quality, credit, culture, market, loyalty and benefit.
First, take quality as the core of the brand.
In general, the formation of a brand must be based on a good quality foundation, quality support and quality assurance. Whether a product or service can become a brand, "demand satisfaction" (including subjective and objective, spiritual and material needs) plays a decisive role and is also an important measure. Without quality, products or services will not last long in the market, even if they have gorgeous appearance and packaging, let alone become brands. On the other hand, if the brand does not pay attention to the quality, reliability and quality improvement and development, the existing image and status will be lost or destroyed sooner or later. Therefore, to cultivate brands and promote brand building, we must fully implement the concept of quality first, reflect quality, reflect quality needs, and strengthen quality control in all aspects of the whole process; At the same time, we should start from a small place, start with details, elaborate and strive for perfection, and integrate quality into work, products and services.
In the concrete implementation, we should grasp three points: first, we must always put quality first. As a brand cultivator and producer, we must always implement the concept and requirements of "quality first" from the macro and micro fields, or from the overall and individual development, effectively integrate quality into culture, thought and action, do all the work around the main line of quality, such as strategic objectives, planning and design, comprehensive management, etc., and fully reflect the quality needs and cultural characteristics of products or services at different stages. Second, we should attach importance to the support of quality foundation. Strengthen the construction of quality infrastructure, strengthen the service and application of quality technology, give full play to the support and guarantee functions of metrology, standards, certification and accreditation, inspection and testing, quality management and patents, and consolidate the quality foundation for brand cultivation and development. Third, we should pay attention to quality improvement and development. We should focus on the needs of sustainable long-term development, ensure that enterprises or organizations, products or services adapt to economic and social development, adapt to people's growing needs for a better life, and let quality adapt in constant adaptation and development, so as to effectively condense into the core of the brand.
Second, take reputation as the essence of the brand.
Products and services have specific functions, which are consumed or produced by people and produced and provided by people. Therefore, when people use a certain product or receive a certain service, there are bound to be two kinds of feelings: one is the direct feeling of the product and service itself, such as the experience of function and function; The other is the indirect feelings of enterprises or organizations and producers who provide products and services, such as perceptual knowledge and impression of business behavior, values, spiritual culture and so on. These real and objective "feelings" are actually the source of credit. Brand is based on good credit. Keeping promise and keeping promise are the basic requirements and attributes of the brand.
A mature brand usually not only has good-looking and easy-to-use functions, but also makes people feel at ease, worry-free and comfortable. Therefore, the most basic requirement for products and services to become brands is to provide the market and users with continuous and best feelings and experiences. For example, the performance should be consistent with the indicators, and the functions that cannot be realized cannot be infinitely enlarged, which is not true. At the same time, we should keep pace with the times, constantly improve and upgrade the quality, be demand-oriented, constantly innovate and develop, and avoid complacency. In order to build a brand, enterprises or organizations must inject the ideas of meeting demand, social responsibility and goal pursuit into their products and services, strengthen the credit system and mechanism in the whole process of product management, production, sales and service, fully implement the requirements and principles of honesty and trustworthiness, and do not dare to break promises, cannot break promises and are unwilling to break promises. The promised items must be fulfilled, and efforts should be made not to cheat, shoddy or opportunistic.
Third, take culture as the soul of the brand.
The development and formation of brand is not without reason, it is historical and conditional, and it is the result of many internal and external factors, among which culture plays an important role as a link. Brand culture contains the persistent pursuit of good things, which is a history of development, a successful experience, a mature management system and mechanism, a spirit or a fine tradition. Therefore, in a sense, brand culture is historical, realistic and future-oriented. From a morphological point of view, brand culture is mainly something in the field of consciousness and spirit, and it is a reflection of enterprises or organizations, products and services, but at the same time it plays a leading, guiding, promoting and promoting role in brand development. Therefore, a successful brand, whether it is an enterprise or an organization, a product or a service, has its own unique cultural consciousness, cultural spirit and cultural characteristics, which is actually the "soul" that leads the brand to develop and succeed. Huawei's enterprise spirit and culture, such as pursuing Excellence, seeking truth and being pragmatic, being hard-working, fair competition, reasonable distribution, respecting individuality and working hard together, have injected vitality and vitality into Huawei's success. Over the past 70 years, China Railway Bridge Bureau Group Co., Ltd. has formed the five milestone bridge spirit of "Do not forget your initiative mind, striving for strength, inheriting and innovating, adhering to quality and dreaming speed", the enterprise spirit of "crossing the natural barrier and surpassing oneself", the core values of "people-oriented, honest management, Excellence and continuous innovation", and the values of "meticulous work, century-old quality" and "building bridges safely". Therefore, to cultivate and promote brand building, we must pay attention to cultural inheritance, habit formation, system establishment and spiritual cultivation, and we must establish clear development goals, directions and value pursuits that are compatible with economic and social development and widely recognized and accepted by the society, so as to condense unique cultural characteristics and make the brand more ideological and energetic.
Fourth, take the market as the brand soil.
Brand is formed and produced by enterprises or organizations, products and services in market operations and transactions, but it does not necessarily become a brand or be called a brand as long as it enters the market. Good market reputation, appeal and sustained market acceptance and recognition are the basic conditions that a brand must have. To cultivate brands and promote brand building is to implant enterprises or organizations, products and services into the big market, so that they can constantly adapt to the environment, absorb energy, and take root, sprout, grow and grow in the constant wind and rain experience. To this end, we should strive to create conditions in three aspects: First, we should support enterprises or organizations, products and services to actively participate in market competition. Face the market bravely, show your image, characteristics and characteristics, take the initiative to accept market tests and challenges, and cultivate market behavior of developing in competition and actively participating in competition in development; We should strive to master the skills and methods of market operation, grasp the laws of the market, optimize development in constant "adaptation-improvement-adaptation", constantly expand, enhance and consolidate our market position, and expand the influence and popularity of the market. Second, we should support enterprises or organizations, products and services to improve their internal strength, do better and become stronger and bigger. We should constantly improve ourselves through various ways and methods, improve our internal quality, meet the market demand, and strive to gain a foothold in the big market; We should strive to innovate in consolidation, develop in innovation, and constantly stimulate vitality, enhance ability and enhance strength. At the same time, we should make material and spiritual preparations for continuous advancement, long-term operation and protracted war. Pay attention to the accumulation of bit by bit, make great achievements and make steady progress. You can't be eager for quick success and instant benefit, and you can't be too hasty and blindly aggressive. Third, we must optimize the market development environment. In accordance with the unified arrangements and requirements of the central authorities, we will strive to build a unified big market with high efficiency, standardization, fair competition and full openness, strengthen market supervision and services, purify the market atmosphere, ensure the survival of the fittest, let the capable go up and the mediocre go down, let the superior have broader development space and more development opportunities, let fake and shoddy products have no place to stand, and let enterprises or organizations focus on products and services.
Fifth, take loyalty as the pursuit of the brand.
Brand loyalty, in short, is a good experience of trust, trust and continuous maintenance, and a unique personality and influence. It mainly contains two meanings: on the one hand, the brand must be loyal to the market, constantly meet the needs of users and maintain good quality; On the other hand, the brand must be highly recognized by the market, so that users can have a dependent and sustained goodwill, and have loyal users and enough user groups. Generally speaking, a successful brand must be a brand that is dedicated to users, can win users and be loved by users. Therefore, to cultivate and develop a brand requires that the main body of the brand must be both internal and external, not only with good quality and image, but also with good reputation and word of mouth, and must constantly pursue and strive to improve brand loyalty. Specifically, we can work hard from three aspects: First, we should make the main body of the brand stronger and stronger. It is necessary to strengthen management, strengthen standards, standardize operation, ensure quality and quantity, make the brand subject sound and healthy, integrate advantages, and ensure that it can withstand multiple tests, which is worthy of the name. Second, we must keep pace with the times and innovate and develop. We should constantly adapt to the development situation, constantly meet the needs of society, adhere to quality and seek development, innovate and improve quality in development, and keep the brand main body dynamic and competitive. Third, we must strengthen communication. It is necessary to maintain a harmonious and close relationship between brand subject and object, smooth communication channels and flexible communication methods, so that brand problems can be solved in time and effectively, market demand can be met in time and effectively, and supply, quality and innovation can be ensured to be more timely and accurate.
Six, to benefit as the brand goal.
The goal of brand is multi-field, multi-direction and multi-level, but the direct and universal goal that constitutes the support of development reality should be economic benefit and social benefit. People often say "brand premium" and "brand added value", the core of which refers to a brand's external value (cultural value) besides its internal value (use value). The value of brand products and services is higher than that of ordinary products and services, which is the premium and added value of brands. At the same time, value is also generated by input, so is brand value. From the market point of view, the development of enterprises or organizations, products and services, in fact, there is always an infinite cycle of "input-value-benefit-reinvestment" to promote production and development. If only the input has no value, then the input will not be sustainable and the cycle will not be formed; If there is investment and value, but it can't produce benefits or negative benefits, then the final investment can't last, the value can't be regenerated, and the cycle stops.
Therefore, enterprises or organizations, products and services in the market are indispensable in terms of investment, value and benefit in the process of their movement and development. Without any of these elements or links, their operation will stop. Therefore, when cultivating and building a brand, we must pay attention to efficiency, pursue the best efficiency on the basis of maximizing input and value, and take efficiency as the core index of the test results. Only in this way can brand building build a virtuous circle of development, get a steady stream of power support and capital support, and realize the seamless connection between short-term goals and long-term goals; Only in the process of self-improvement and self-transcendence, can a brand have sustained competitiveness and profitability, grow and succeed.
(Author: Hubei Provincial Market Supervision Bureau)
China quality newspaper