Brand, from a dispensable virtual trick, has evolved into a competitive weapon for enterprises, which proves the close relationship between enterprise development and customer relationship management. Below I have sorted out the classification of corporate brands for you, hoping to help you:

1, entrepreneur brand

An entrepreneur is the spiritual leader of an enterprise, and his manners represent the temperament and pursuit of an enterprise. To a certain extent, entrepreneurs are the crowning touch of enterprises and act as brand spokespersons of enterprises. For industrial enterprises, understanding an entrepreneur is more intuitive, vivid and interesting than understanding a product. If you are interested in a person in charge, you will have a certain preference for further understanding of products and enterprises. It can be said that the entrepreneur brand is the best image spokesperson of an industrial enterprise, professional and free.

Entrepreneurs such as Vanke, Yuanda Central Air Conditioning, Lenovo's Liu Chuanzhi, Sany Heavy Industry's Xiang, Far East Cable, and Huawei's Ren all established their own brand images. For customers, industries and government agencies, each one is a golden signboard, and their excellent business performance, management wisdom and personality charm are all rare spiritual wealth and brand value of the enterprise. However, it should be noted that not all entrepreneurs can become the image spokespersons of their own enterprises. Although the entrepreneur brand has a strong personal color, it is the best choice to obey the business mission of the enterprise, take off the coat of self and put on the clothes tailored for him by the enterprise. Entrepreneurial brands also have cost risks. If entrepreneurs have their own problems, it will do great harm to enterprises, such as training President Song. Before his accident, the image of him in a white suit and a beard appeared in CCTV Spring Festival Evening for several years in a row, which won enough popularity for Miki training. However, Cheng also defeated Xiao He in Xiao He, which pushed Miki's training to a dangerous position.

2. Product brand

Many enterprises have begun to lose interest in products. It is taken for granted that in this era of product homogeneity, the established marketing objectives can only be achieved through clever brand marketing, and a strong marketing concept of belittling products permeates the business community. Indeed, many products are similar, but this is a godsend for enterprises. As long as we improve or innovate in technology and technology, we can come up with products that are much more eye-catching than our competitors? Hot products? . Advantage products can provide customers with excellent use value, pleasant experience and assured after-sales service, which is itself an excellent marketing communication carrier. In addition to technology, industrial design and other means have also begun to rise in China. Exquisite industrial design brings not only beautiful appearance, but also the perfect combination of technology, design, new materials and manufacturing technology. Imagine having an excavator as big as Caterpillar, you can win the favor of many customers in your senses, while other products will be dwarfed by it.

All marketing methods and strategic management must be rooted in high-quality products. Only cheap price, no poor quality, no matter what kind of cost performance, must be based on reliable quality. Good products can talk. This product-oriented concept is not out of date. Many planners think that they have mastered the performance and technical characteristics of the product after a little research, and then put most of their energy into marketing and communication outside the product. This kind of pure planning that ignores product technology is gradually spreading to some managers of industrial enterprises. Technology is not as good as marketing, which has become an excuse for enterprises to ignore technological innovation and quality improvement.

3. Corporate brand

Compared with the materialization of product brands, corporate brands are composed of abstract concepts such as business philosophy, values and corporate culture, so they have greater coverage and penetration. Enterprise brand can be established on the basis of strong product brand, or it can be established separately without product brand. The key variable is whether the product line is wide or narrow. Enterprises with wide product lines are more suitable for corporate brands, and vice versa. Of course there are exceptions. However, those capital operating companies that are good at M&A management prefer the mixed operation mode of product brand and enterprise brand to maintain the flexibility of market competition and the stability of enterprise operation.

Ye Dunming believes that for industrial enterprises, there are four most representative corporate brands, namely: management mode output brand, public welfare brand, national emotional brand and national brand. The most famous management model is Six Sigma, which created Motorola at that time and promoted the quality improvement of electronics and other industries. The successor General Electric took it to the extreme. Like what? Run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run run? It is a symbol of public welfare brand. Nine years ago, when I was studying at Peking University, I could see him everywhere. This kind of implantable corporate brand, which occupies the minds of teachers and students of famous schools, sometimes affects a person's life. National emotional brand, the first changhong? Carrying the banner of national brand? , and now there are xugong machinery? Stand up the backbone of China manufacturing industry? Slogan, domestic products should be self-reliant, and the self-esteem of Chinese people is the card. National brands are generally undertaken by multinational companies. However, at present, most of the top 500 domestic enterprises started from monopoly, and the scale is greater than the quality, so it is difficult to convince the public.

4. Industry brand

All industrial enterprises have a common ideal: to gain an important position in their own industries. Only in this way can enterprises attract the centripetal force of upstream and downstream partners, industry professionals, industry authoritative experts and policy support, and their own business resources will be magnified many times. Industry benchmark brand is not only the research object of industry enterprises, but also its imaginary enemy or catching up with rivals. Because their every move is in broad daylight, the strategy formulation of industry benchmark brands must be rigorous and thorough, and it needs considerable concealment.

An excellent industrial enterprise, while becoming the leader of the industry status, should also be the forerunner of the industry standards, the leader of technological innovation, category innovation and business innovation, and provide a great impetus for the expansion of the overall social influence of the industry. Take it from the industry and dedicate it to the industry, which is the good destination of the industry brand.

5. Social brands

Social brand can be viewed from two dimensions. One dimension is the regional scope, from a city, a province, a country to the whole world. Another dimension is the category of people, from directly related and cooperative institutions to the public. Although the products of industrial enterprises are not well known to the public, their business influence will touch every corner of society. Innovative industrial enterprises with strong technical research and development strength are the main force of listing, and their technical concepts have long been understood and accepted by many financial institutions, investors and other large groups.

And the shaping of social brands should not be the patent of large industrial enterprises. Industrial enterprises, represented by new materials and new energy, are the important industrial base of current economic development and deserve more attention from the society. Moreover, industrial enterprises such as Zhengtai, LG, Philips and Siemens, which span B2B and B2C, will have great brand communication power for their B2C marketing, and their effects are far better than ordinary commercial advertisements.

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