(1) The competition among enterprises is a contest of brands.
Nowadays, technological innovations and inventions spread rapidly among different enterprises. The newly developed technology of an enterprise can soon be obtained by other enterprises through patent purchase. Therefore, it is quite difficult to maintain a long-term technological advantage in the competition.
Swiss Rolex watches have become the leading enterprises in the mechanical watch industry due to many breakthrough innovations (waterproof, automatic, high-pressure resistance, etc.). However, it is no longer just the innovation of product technology, but the "Rolex" brand, which represents high-end watches on the basis of innovation and accuracy. Because after the 1970s, the innovation of Japanese Seiko and other enterprises has surpassed Rolex, and the accuracy of quartz electronic watches far exceeds that of traditional mechanical watches.
In Europe, you can't find a product that matches lanterns with China brand, but there is not a product that China people can't make. In shopping malls in new york and Paris, China usually gets only $5 to $7 for every 100 garment sewn by China women workers, and the rest of the money falls into the pockets of trademark owners, dealers, shopkeepers and middlemen. There are many sports shoes manufacturers in China, and a considerable number of sports shoes in the world market are made by China enterprises. However, due to the lack of excellent brands, these enterprises are far from being able to compete with Adidas and Nike, and even a considerable number of enterprises have become wage earners of Nike and other enterprises, living on their orders.
It can be seen that it is the only choice for enterprises to take the lead or occupy a place in the long-term market competition and cultivate their own famous brands.
(2) Famous brands can promote sales.
Mr. Ai Feng used the word "three selling" to brilliantly summarize the functions of famous brands, namely "selling more expensive", "selling more" and "selling faster".
Specifically, famous brands can sell higher prices and get more lucrative profits; Famous brands can attract more customers to buy and use and maintain a high market share; The sales of brand-name products are faster, which is conducive to the capital recovery and turnover of enterprises and reduces the liquidity and circulation costs of enterprises. In 2000, Mr. Ai Feng changed "three selling" to "four selling", adding "one selling" to mean "long-term selling", that is, famous brands can make the products under his name sell for a long time.
In addition, a well-known brand, even without the support of advertising, can maintain product sales to a certain extent only by brand name. Unilever's Lux Beauty Soap has not been advertised for more than 15 years, but it still has sales of $25 million, of which gross profit accounts for 50%.
(3) Famous brand is the premise of enterprise brand extension.
In today's society, information circulation is very rapid, science and technology are changing with each passing day, products are brought forth through the old, the speed of upgrading is very fast, and new products are emerging one after another. However, building a new brand successfully in a highly competitive market is not only costly, but also unlikely to succeed (50%). Therefore, most well-known enterprises adopt the strategy of brand extension when introducing new products to the market.
According to the survey of leading enterprises in consumer goods market, 95% of new products are launched through brand extension strategy, and only 5% are new brands. 199 1, in American supermarkets and various stores, there are more than 16000 new products on the market, of which about 90% are series expansion. These research data show that it is very common to introduce new products through brand extension.
Enterprises adopt the strategy of brand extension to introduce new products to the market, which is essentially to make full use of established brands with good reputation, let consumers use their knowledge of family brand names to evaluate the products launched under their names, or let consumers transfer brand cognition and association to extended products. Studies have confirmed that if the parent product and the extended product are considered appropriate, then the subjective quality of consumers can indeed be transferred to the extended product.
It can be seen that extension can reduce the risk and cost of new products entering the market. However, in order to extend the brand, the extended brand must be valuable, well-known and trusted by consumers. Otherwise, extension may not be beneficial to new products. For example, some famous brands in China, such as Aiduo and Sun God, were dying before they were really established. If their names are used in other products, it will not only help product sales, but may even have a negative effect.
(4) Famous brands are conducive to enhancing the attractiveness of enterprises.
To some extent, the competition between enterprises is also the competition of talents. Being able to attract outstanding talents will enhance the innovation ability and competitiveness of enterprises. But whether an enterprise can attract outstanding talents, or whether outstanding talents are willing to work in the enterprise, depends to a great extent on the enterprise. Because it is quite difficult for a person to understand many enterprises in depth. Therefore, personal evaluation of enterprises is often based on the brand awareness of enterprises, and well-known or well-known enterprises often let outstanding talents flock to them. Over the years, famous foreign-funded enterprises, such as Ericsson, Procter & Gamble, Electrolux, Siemens, Kodak, Bell, Motorola, Nokia, etc. , has always been the first choice for undergraduates and postgraduates in China University.
The attraction of enterprises is not only reflected in attracting talents, but also in attracting funds. The stock market is an important means for enterprises to attract investors. No matter at home or abroad, brand is undoubtedly an important factor affecting investors' investment. A famous brand is often easily trusted by investors. As the relevant person in charge of Coca-Cola Company said, "If the company loses all product-related assets in natural disasters, IT will be easy for the company to raise enough funds to rebuild the factory ..." In the IT industry, many enterprises (such as IBM, Dell, Compaq and Intel) are favored by investors because of their high brand awareness.
The attraction of enterprises is also reflected in attracting partners. It is unthinkable for an enterprise to develop into a multinational enterprise without the support and cooperation of partners from other regions and countries. Most international multinational companies adopt the forms of acquisition, merger, chain operation and franchise to rapidly expand the scale of enterprises.
McDonald's and KFC, the famous brands of American fast food industry, have branches all over the world. There are more than 80 McDonald's restaurants in China and Peking alone. The number of KFC restaurants in China has now reached about 600, with an annual increase of 65,438+000 in recent two years. In all parts of China, there are many franchise stores, such as Pierre Cardin, Giordano, Crocodile, G2000, Esprit, Bosini and so on. Without the active support and cooperation of local partners, the development of these well-known brand chain stores or franchisees could not have reached this scale, but they could have received the support and cooperation of local partners, and it was impossible without their famous and reliable "brands".
This example is a bit long, but it is very telling. I hope it helps you.
Hello. I come from Yi Rui, Henan.
Full name: Yi Rui Marketing Planning Co., Ltd., short for "Yi Rui Yi-",established in 2008, is a marketing planning enterprise above designated size. Good at systematic brand creation, enterprise management, marketing, etc. Headquartered in Zhengzhou, the company has several independent property rights offices, business reception and a high-end business marketing planning team composed of dozens of people. At present, it is one of the most professional brand planning institutions in the Central Plains.
The company has a cutting-edge team of professional designers, rich design experience and complete workflow. The enterprise consists of creative department, customer service department, media department and other functional departments, which can carry out marketing, marketing, promotion, enterprise management, plane, animation, network, film and television, stereo and other fields. In recent years, it has undertaken the marketing planning business of nearly 100 enterprises and groups in 10 provinces and cities nationwide, and won the recognition of customers and markets with high quality, efficient and professional services.
Today, Yi Rui is facing the challenge of market globalization with a brand-new look, and is striving to build its own leading brand in the same industry. In the spirit of simplicity, we will create the best service environment for customers, win a good reputation for ourselves, create higher brand value for customers and make outstanding contributions to the design industry and society.
Our aim: to create value for the market and make value verification professional.
Our idea: the road to Jane
Our slogan: Make everything simple/easy.
Our practical philosophy
"If you can't change the product, you will change the way consumers look at the product." We believe that in the era of highly homogeneous competition between enterprises and products, establishing a strong brand is the key to the success of enterprises. If you want to stand out and establish effective communication with consumers, you must explain the brand strategy very clearly. Brand is not a single thing, it includes corporate image, services and products. Different fields need different brand strategies, and there is never a one-size-fits-all solution. Nowadays, brand has long been regarded as the most critical intangible asset, which plays an increasingly important role in the growth of enterprises.
Excellent design lies not only in the beauty and ugliness of the surface form, but also in whether it can create a buzz between the brand and consumers, highlight the brand's personality, enhance the added value of the brand, create commercial value for the enterprise, and finally get market recognition. We use the simplest and most effective methods to explore the core highlights of the brand, provide overall design, start with brand positioning and marketing, fully grasp the consumer psychology through in-depth market research, differentiated design and market-oriented strategies, so that your brand can form a strong identity positioning, and finally perfectly reflect the market value of the brand.
In order to gain the good reputation of customers, Yi Rui promises:
We will use our rich experience to create the brand that best meets the market demand for you.
We provide you with meticulous and comprehensive services with the most professional attitude.
We reject large-scale operation and inferior design work of assembly line.
Hand in hand is also sharp, making the brand so simple.
You can come to our company for an interview if necessary. Our planner can also come to your place.
I hope it helps you.