Abstract The construction of hardware enterprise brand should be based on honesty, product quality and product characteristics as the core, in order to cultivate the credit recognition of consumers, and the products of enterprises can have market share and economic benefits. Hardware brand building includes brand positioning, brand planning, brand image, brand expansion...
The construction of hardware enterprise brand should be based on honesty, product quality and product characteristics as the core, in order to cultivate the credit recognition of consumers, and the products of enterprises can have market share and economic benefits. Hardware brand building includes brand positioning, brand planning, brand image, brand expansion and so on. Four principles that must be followed in brand building in the hardware industry
Brand accumulation is a gradual process
Brands are not accumulated in a short time, it is a gradual process. Brand is an intricate symbol, which is the intangible sum of brand attributes, name, packaging, price, history, reputation, and advertising methods. The brand is also defined by the consumer's impression of its use and its own experience.
Therefore, in the period of brand construction, hardware companies must undergo the process of brand positioning, brand structure, brand promotion, brand recognition, brand extension and brand equity. The brand that is built in a short period of time cannot be completely defined as a brand. It can only be said to be a symbol, a symbol that is mentioned by the public within a certain period of time and within a certain range.
Planning strategic decision
It is often seen that hardware companies plan their own strategic decisions, from three-year planning to five-year outlook, from market share to profit analysis, and even to every move toward competitors. As for the brand definition and promotion mentioned, it is rare to describe the relevant "brand" behavior in a chapter with not much space.
Such strategic planning directly led the hardware company to ignore the brand effect of the company in the early market behavior. The brand is not only an independent part, it is closely integrated with the profit of the enterprise, the market environment of the enterprise, and the internal and external resources of the enterprise. separate.
Create core competitiveness based on its own characteristics
Every company has its own good and bad things. In terms of brand building, hardware companies must first look for their strengths and weaknesses, and they can create their own core competitiveness based on their own characteristics.
The brand is created by the manufacturer and then instilled in the market to allow the market to accept. But in the end, it still needs to be recognized by consumers. Consumers' tastes are changing and styles are changing. Therefore, it is difficult for companies to rely on a brand for long-term development. As a manufacturer, it is necessary to fully understand the psychological needs of consumers, grasp their consumption motives, purchase needs, behavior analysis, etc., and establish a multi-brand strategic plan.
Integrity is especially important
Integrity is an important criterion for measuring one person. In brand building, integrity is especially important. The brand marks the credit and image of the company and is the most important intangible asset of the company. In a market economy, the environment is constantly changing every day. Whoever has a good faith brand, whoever has the initiative to compete, can be in a leading position in the market.
Some business managers believe that to satisfy consumers, they can enhance their brand value. Indeed, this is an important factor in measuring corporate branding. But how to make consumers satisfied, so that consumers can be brand loyal customers? The answer is only two words "good faith." Hardware companies must dare to adhere to principles and stress integrity. The impression that compromise and silence leave people may be unprincipled, and companies that lack principles should ultimately have no integrity brand.
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