How can led enterprises establish their basic skills of brand
if the world is different, things will be different, and things will be prepared for change. This sentence is most appropriate to explain the meaning of brand value. The concept of brand has also experienced many changes in the LED industry, and such changes are closely following the development of the times and the market
in the era of "making money easier" in the LED industry in the past, large and small enterprises can share a share in the market. The market is still in the era of sellers, and the brand value is not easy to reflect at this time. However, in recent years, with the overall economic situation and the adjustment of the industry structure, the competition between LED brands has become increasingly fierce, including the bloody price war and the overdraft of future activities, which makes the significance of brand value more obvious. Although enterprises that pay attention to brand value and carefully maintain their brands have also followed the general situation, and their profit margins have declined as a whole, their market share tends to rise steadily, which is the market-oriented survival of the fittest. Enterprises that occupy the market can patiently usher in the economic recovery. It is also shown from the other side that the development of led enterprises in the future depends on the influence of their brands. But how much do you know about brands and how should led enterprises build brands
in the Internet era, has the brand expired
in the Internet era, the products that operate are not well-known, and the conversion rate of promotion is not high. Everything points to an important concept - brand. In this era of fragmentation and rapid information iteration, as long as we build a highly influential brand successfully, we can not only break through this troubled world, but also have good potential for sustainable development
Itamar Simonson once said that in the Internet era, "When consumers can evaluate the quality of products through better information channels, the importance of brands will decline. These new channels make the error no more than 0.10/1000, including the evaluation of other users, experts, and can carry out experiments and provide test data opinions according to GB and international standards such as ISO, JIS, ASTM, DIN, as well as the suggestions of their friends on social media." But don't think that in the Internet era, enterprises don't need to build brands. In fact, the more attention is scarce, the more important the brand is. After all, compared with the physical store's direct contact with the product itself and the personal brand influence given by the shopping guide, in the interconnected virtual world, there is no direct product experience, and what is left is the intuitive feeling - that is, who is in the heart, who is the carrier of the brand - the business mark. Therefore, in the Internet era, it is not brand failure, but the way of brand construction has changed, from the pursuit of well-known trademarks to how to directly target the hearts of the people and obtain designated brand search. Therefore, it is necessary to master new brand building theories and methods
brand development can only be achieved in seven steps
so, how to build a brand? Chenchunhua, a professor of South China University of technology, introduced the seven steps of the brand development road in his "brand development road", which may be a reference for led enterprises:
the first step of identification power: the first step of brand construction is to enable customers to identify. This identification comes from the products provided by enterprises, services provided and signs provided. In this step, enterprises need to clearly convey the value proposition of their products, seriously contribute to the quality of products, and well design their own logo system, so that customers can clearly recognize it, and it is very easy to remember and distinguish
step 2 value chain management: the management of the value chain and the distribution of power among the members of the value chain are the second step in building a brand. This distribution of power is reflected in the power sharing of suppliers, manufacturers, sellers and customers. If the brand members are not used to allocate appropriate resources, it is impossible to form a consensus on the brand. Therefore, brand enterprises need to be able to coordinate the value distribution among the members of the value chain and coordinate the value space well, so that each member can contribute to the final value of customers
step 3 managers who consistently deliver value: they must ensure that products, sales methods and established value positioning are coordinated. Therefore, managers must be able to manage the complete business process from product design, production to sales, distribution and pricing. If managers can ensure consistent delivery of value, customers will get a stable and reliable sense of value
step 4: clearly communicate the employees of value: the real spokesperson of the brand is the front-line employees of the enterprise. Only when the front-line employees of the enterprise can clearly express the enterprise's value pursuit and value proposition, this product will really be popular. If the front-line employees of the enterprise cannot understand the value of products, the enterprise will not be recognized by customers for the value of products. How to make employees deeply understand the company's value concept and product value proposition, and how to help employees recognize the company's product value and present it in daily actions are the problems that enterprises that need to build brands must answer and ensure to solve
step 5: loyal customers that can be subdivided: customers are clearly subdivided, and loyalty is a key indicator to measure the brand. Therefore, we should constantly diagnose some problems in the business process, which can help the company find out the key deficiencies in brand management. For example, a company may find that the product benefits it provides and promotes may not really be valued by target consumers. In this case, it is necessary to re-establish the value positioning and market strategy of the product in order to obtain the loyalty of consumers to the brand
step 6 affordable growth rate: growth itself is a goal pursued by enterprises, but this goal needs to become a foundation of brands rather than the opposite. If an enterprise brings damage to market and customer recognition due to growth, such growth is not affordable. The quality problems caused by excessive growth and expansion must be one of the key factors affecting brand loyalty
step 7: real profit growth: building a brand requires a lot of investment. From product design, supplier selection standards, production process standard control, channel effectiveness, delivery value, and finally to customer perceived value, each link of this long-term value chain needs to be invested and completed with high standards. Therefore, a significant adjustment of brand products is to have a higher price system. It is precisely because of the high investment in each link of the value chain that customers are willing to pay high prices and feel high value when acquiring products. At this time, the brand has often gone deep into the hearts of customers, or the brand has been successfully shaped
brand building, F4 to crack
of course, in addition to the above basic seven steps, before rushing to build a brand, do you really know the essence of brand building: how many levels can brand building be built? What is brand building? How can Xintiandi be created by brand building? F4 brand building equation may give you the answer:
facts (product facts): "we provide..."
here is from the perspective of manufacturers, we want to say the core features of our products or services that should replace the sealing ring or combination pad in time. These features are undoubted, exist in fact, and have differential competitive advantages. This is the reason why advertising companies or brand departments often say "reasonsto believe", such as what exclusive technology you have, what high-quality ingredients you have, and so on
function (rational value): "it can bring you...
here we need to change the perspective from the manufacturer's perspective to the user's perspective: for users, what unique value can our product/service features translate into for them? What practical problems can be solved for people and what practical needs can be met
feeling (emotional value): "it can also make you feel..."
how will it make you feel when some actual needs are solved? This is what people often call emotional added value. Compared with the measurable rational value, the emotional value of this feel is not easy to accurately measure, and the premium space of the brand is also different. When you are paying for a certain feeling, the consideration of price is irrational. So many big brand or luxury advertising is to create a certain desire or feeling for you, not to sell you a specific fabric
faith (brand belief): "we believe from the bottom of our heart..."
at this time, once again, change the perspective from the previous user perspective to the belief and belief shared by users and brands, which is to truly bind users and brands together. If brands can do this, users will change from consumers to your fans (fans in the real sense), Users will become your brand ambassador and spokesperson. At this time, their loyalty is also extremely terrible. Their loyalty will be expressed in one word - "only": "computer, I only buy Mac!" "Sneakers, I only wear Nike!" "Soda, I only drink Coca Cola!"
in the Internet era, respect is the most important
in the Internet era, how to do a good job in brand communication? Some experts gave seven suggestions:
1. Determine the communication theme, why users choose you from a global perspective, and what are the reasons for choosing you
2. Which media platforms do consumers pay attention to
3. Understand the user context, that is, what are some of their buzzwords
4. Finding communication hot spots is the hottest topic they pay attention to
5. Create and spread ideas. Good ideas will make people remember deeply, that is, the brand in the hearts of consumers mentioned before
6. Making and publishing the communication content is to formulate the content according to the appeal practice
7. Interaction is very important. Do your users like your product? As a result, users are the biggest driving force for your progress
of course, the most important thing is to respect your consumers! Whether it is brand building or brand communication, the most important thing is to respect your consumers! When you do this, your brand will be successful