Introduction: In the current business environment, the importance of brand building has been recognized and understood by more and more enterprises. The following is the investigation and analysis of Gree air-conditioning brand I brought to you, hoping to help you.

I. Summary

Now the change of business state is that brands will eliminate miscellaneous brands, and the state that brands dominate the core competition of shopping malls will intensify. After years of business accumulation, some enterprises finally understand that building their own brands is the only way for enterprises. As an important part of intellectual property, commodity brand has become the core of enterprise's core competitiveness. Therefore, it is an effective way to enhance the core competitiveness of enterprises to vigorously implement the trademark brand strategy and make themselves occupy a leading position in the industry brand system. This paper will start with the case of Gree air-conditioning brand, analyze the existing problems of Gree brand from the perspectives of brand recognition and brand image, and put forward solutions to these problems.

Second, Gree air-conditioning brand introduction

Zhuhai Gree Electric Co., Ltd., founded in 199 1, is the largest specialized air-conditioning enterprise integrating R&D, production, sales and service in the world. Gree Electric? Gree? Air conditioning, the only air conditioning industry in China? World famous brand? Products and businesses are spread all over the world 100 countries and regions. As a large electrical appliance manufacturer focusing on air-conditioning products, Gree Electric is committed to providing air-conditioning products with leading technology and excellent quality to consumers all over the world.

Third, Gree air-conditioning brand identification analysis

Brand awareness exists as an essential attribute of a brand, and it is an association that brand strategists hope to create and maintain, which can arouse people's goodwill towards the brand. Brand recognition is a part of brand, and emphasizing brand recognition can lead consumers to have positive associations with brands. Gree air conditioner, as a leader in the field of air conditioning, will be associated with it when it is mentioned? World famous brand? 、? Gree has mastered the core technology? 、? Good air conditioning, made by Gree? Waiting for slogans, they will give us the feeling of high quality and good service. Let's analyze and identify Gree air conditioners from the following angles.

(1) products.

Every enterprise knows that quality is the life of a brand, and quality recognition is the basis of brand recognition and the premise for brands to participate in market competition.

First, adhere to the principle of quality first. Gree air-conditioning has a strong corporate culture, and its business philosophy is to make the best air-conditioning for consumers, and consumers have corresponding systems and organizations to supervise the implementation of this policy.

Second, establish the overall quality concept of the brand. Gree air-conditioning not only has high product quality, but also high service quality. Gree attaches great importance to after-sales service of products. They think that every little thing of customers is a major event of Gree. This makes every customer feel a strong sense of importance, so that customers can buy with confidence and use comfortably.

Third, the persistent pursuit of product quality. Gree Electric insisted? Science and technology save enterprises, and quality promotes enterprises? Development ideas, to? Achieve Gree's century-old world brand? For the goal, continuously improve the quality of products and services, and fully meet the various needs of consumers.

Fourth, products that highlight the identity and status of consumers. Gree air conditioning has been committed to building a world-famous brand, and its high quality and good price give people the mentality of high consumer goods. This gives the consumers who use Gree air-conditioning a sense of accomplishment and glory, thus meeting the psychological needs of consumption.

(2) enterprises.

Enterprise is the matrix of brand, which endows the brand with initial personality, culture and expectation. The successive leaders of Gree Air Conditioning have injected new vitality into Gree, and they represent the corporate image of Gree in different periods. 199 1- 1993 under the leadership of Zhu Hongjiang, Gree overcame many difficulties, developed a series of marketable products, seized market opportunities and initially established a brand image. At that time, Gree was a struggling Gree. From 65438 to 0994, Dong Mingzhu began to take over Gree and proposed? Produce high-quality products, create famous brands, expand the scale and reach the world-class level? Has the quality policy been implemented? Establish and improve the quality management system, release? General manager, 12 ban? , realize? Zero defect project? . With the innovative marketing model, Gree air-conditioning production and sales jumped to the first place in China from 65438 to June 0995. At this time, Gree is in the process of innovation and development, and Dong Mingzhu represents Gree's modern technology, innovative management mode, first-class management system and world-famous brand image of high quality and high service.

(3) Brand is people.

The personification of the brand, that is, treating the brand as a real person, can make the brand logo more rich and interesting. Gree air-conditioning is like a young man of 20-30 years old, outgoing, positive and optimistic, brave in trying and good at challenging.

First, brand personality.

Gree's brand personality scale: high-grade, reliable, high enjoyment, enterprising and innovative. It uses corporate culture to shape the brand's personality.

Second, the relationship between brands and consumers.

A prominent feature of strong brands is that they have established a trust, friendly and cordial relationship with consumers, and these brands have become friends in consumers' lives. The excellent after-sales service of Gree Air Conditioning makes customers feel at home, which represents the excellent functions and product attributes of Gree.

(4) symbols.

Brand symbols include name, logo, standard color, symbol and packaging. A sign of success is the concentration of brand personality.

First, brand logo, standard color and packaging. Gree's logo means environmental protection. Gree Air Conditioning invented R290 new environmental protection refrigerant technology and adhered to green environmental protection technology.

Second, the role of brand name.

? Are you happy? English is GLEE, Chinese transliteration is? Gree? , particularly powerful, good Chinese meaning. However, because this English name is so beautiful, it may have been registered abroad. If the company develops abroad in the future, it will become a problem in the future. In order to avoid duplication with other trademarks in English-speaking countries, Gree changed a letter and created a word that sounds like GLEE, but definitely does not exist in English? The word Gree does not exist in English, but its pronunciation is similar to several words: GLEE (Happy), GREAT (Great) and GREEN (Green). That's it? Gree? With what? Happy, great, green? Same meaning. Gree began to pursue from the day it was founded, and worked hard in these directions to create today's success. It can be seen that Gree marks the guide of Gree's success.

Fourth, Gree brand image analysis

(A), brand value of the image analysis.

Gree air-conditioning has the characteristics of famous brand, nobility and high quality, which meets the psychological needs of consumers, establishes a group of highly loyal customers, and ensures the high sales and profits of enterprises.

(2) Analysis of brand image composition.

First, product image is the representative of brand image.

The durability, safety and reliability of Gree air conditioners have won customers' love, thus achieving the purpose of strengthening brand competitiveness.

Second, service image is a sharp weapon to win brand competition.

Gree air conditioning? Every little thing about customers is a big deal for Gree? Our humanized service concept has established the image of high service quality.

Third, the cultural image of the brand is the soul of the brand.

? Gree has mastered the core technology? ,? Good air conditioning, made by Gree? It represents Gree's scientific and technological level, and the national inspection-free products require Gree's corporate credit. The new sales management model pioneered by Dong Mingzhu has been given a high honor. These all symbolize Gree's brand culture.

(3) Analysis of brand image construction.

First, shape the brand image under the guidance of correct principles.

Gree has always been committed to taking the famous brand route. In the early days of its establishment, it made a long-term plan and gradually implemented it, and gradually achieved success.

Second, determine the brand image strategy according to the brand image positioning.

Fixed strategy is a strategy to determine the development direction of brand image characteristics according to future market trends and consumer demand trends. Gree has implemented diversified and rich strategies according to the improvement of consumers' requirements for the appearance of air conditioners, which fully meets the needs of consumers.

Verb (abbreviation of verb) Gree's role in the brand system

There are thousands of brands in every industry in China, but which brand can become an industry symbol brand? China Brand Research Institute published the 145 China industry logo brand list on July 2, 2002, among which, Zhuhai Gree Electric Co., Ltd. Gree? With its irrefutable leading position in the air-conditioning industry, the brand stands out from the three candidate air-conditioning industry brands (Gree, Haier and Midea) and becomes the iconic brand of air-conditioning industry in China. According to the evaluation method of industry symbol brand issued by China Brand Research Institute, only brands that have won the title of China famous trademark or China famous brand product are eligible to participate in the evaluation. If an industry has three or more qualified brands, select three candidate brands; If there are only two qualified brands, choose two candidate brands; Only one brand is qualified, and the brand is automatically elected as the industry symbol brand; If there is no qualified brand, it will not be evaluated. China Brand Research Institute calculates the comprehensive score according to the five indicators of sales volume, sales profit, export volume, R&D investment and advertising investment of candidate brands in the last two years, and then selects the brand with the highest score as the industry symbol brand.

In the air-conditioning industry in China, Gree ranks first in terms of annual production, sales volume and market share from 1995 to1. In 2005, the global sales volume of Gree household air conditioners also exceeded10,000 units, ranking first in the world and becoming the first in the air conditioning industry. World champion? In terms of research and development, Gree has built the world's largest professional air-conditioning research and development center with first-class technology, with more than 200 laboratories and 1200 R&D personnel including foreign experts, and applied for nearly 750 patents at home and abroad. Therefore, Gree scored the highest among the three candidate brands in terms of sales volume, sales profit, export volume and R&D investment, and was finally determined as the iconic brand of air-conditioning industry in China.

Sixth, the problem of Gree brand.

(a), quick success, impetuous.

Advertising is exaggerated and brand image is questioned. In 2009, some consumers found out what the manufacturer Gree promoted. World famous brand? There are big questions: first, will Gree? China world famous brand? What is pure propaganda? World famous brand? , misleading consumers; Second, does the state administrative department have the right to comment? China world famous brand? What is the basis? Third, since the appraisal has been revoked, does Gree have false propaganda?

(2) Self-satisfaction and brand personality change.

Gree air-conditioning began to expand after it became bigger, which can be seen from the exaggeration of its publicity advertisements. Early Gree insisted? Good air conditioning, made by Gree? And achieved a hegemonic career, and then the personality of Gree brand from? Aggressive Where to? Who else but me? Transformation, that is to say, after Gree became the industry leader, it seems to have suffered. Big business disease? Abandon what you rely on to grow and develop? Industrial spirit? . It has been more than ten years since Gree gave up this point. Good air conditioning, made by Gree? And use it instead? To save energy, choose Gree? ,? World brand, Gree air conditioner? Leadership slogans such as this have clearly seen the change of Gree brand personality.

(3) Failing to assess the situation and losing the strategic judgment of industry sensitivity.

Gree executives are intoxicated with beautiful feelings. Is this a mistake from Gree's indecision? Frequency conversion? Opportunity is proof. It is very important to grasp the first licensing opportunity when the industry is upgrading. Whoever seizes this opportunity will have the strategic initiative. However, in the face of the great changes in frequency conversion upgrade, Gree stubbornly believes that there is still room for development of air conditioners with low energy efficiency ratio, and even once claimed that fixed-frequency air conditioners can meet the domestic consumption environment. The subsequent facts gave Gree a head start? Since March 2009, it is forbidden to sell air conditioners with low energy efficiency ratio. Zhongyikang's monthly retail monitoring data shows that from 20 10 to 1 May, Midea's retail volume share in the inverter air conditioner market was 3 1%, ranking first. Gree, the air conditioner boss, can only rank second in the field of frequency conversion, with a retail volume share of 23%. Gree's strategic misjudgment has become the industry's? Negative textbook? .

(4) Affinity channels greatly oppress competitors in the same industry.

Just as Gree lost his misjudgment of frequency conversion because of his arrogance complex, Gree has repeatedly been linked to big chains because of his overconfidence in channels. Fire fighting? . On June 23rd, five Anhui local media, including Anhui Business Daily, also published an announcement about the termination of cooperation between Gree Air Conditioning and Suning Appliance (Anhui), saying that the cooperation between Gree Air Conditioning and Suning Appliance (Anhui) in Anhui is now terminated due to their respective business reasons. It is exactly the same as the challenge with Gome six years ago.

In addition to the hegemony in the channel, Gree's suppression of peers has also made itself a success? Public enemy of the industry? . At the beginning of June, Dong Mingzhu, president of Gree, bombarded his peers and said? Now all fluorine-free air conditioners actually have fluorine? It attracted an uproar in the industry. It was unanimously countered by Hisense, Haier, Midea and other peers. Finally, China Household Electrical Appliances Association came forward to support it? Fluorine-free frequency conversion? It's mainstream.

Seven. solution

(a), everything from reality, seeking truth from facts, establish a correct brand image.

Customer-oriented, aiming at meeting the needs of consumers, and establishing a good image of quality and service. Do not make false advertisements, do not shout empty slogans, and do everything in a down-to-earth manner.

(2) Keep pace with the times and persist in innovation.

Abandon the complacent attitude, stick to Scientific Outlook on Development, and improve its own strength, competitiveness and international influence through scientific and technological innovation.

(3) Enhance brand affinity and win-win with other brands.

The affinity of brand includes the affinity of brand and consumption, and the friendly relationship between own brand and other brands. This requires enterprises not only to meet the needs of consumers, but also not to denigrate and damage the interests of other brands.

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