Implement brand strategy and build a national brand of abrasive products in China
First, the brand and its characteristics Philip Kotler, a famous American marketing scholar, said that the brand is a name, a noun, a mark, a symbol or a design, or a combination of them. By identifying the product or service of a seller or a group of sellers and distinguishing it from competitors' products and services." This is a complete statement of the brand definition. "The brand is the only weapon that differentiates the company's products and services from competitors and is the most effective weapon to open up the market. Excellent brands can make your products stand out," said Serge Ziman, former chief marketing officer of the Coca-Cola Company. The wind vane of consumers' consumption has become an important mechanism for corporate restructuring and resource reconfiguration with brand as the core. Brand is the crystal of the target consumer and the public's psychological, physiological and comprehensive affirmation and evaluation of a particular thing. The brand mentioned in marketing refers to the narrowly defined commercial brand, that is, the public's comprehensive feelings and evaluations of a particular business person, including products, trademarks, entrepreneurs, and corporate four types of business people. . In today's highly developed technology and rapid dissemination of information, products, technologies and management are easy to be imitated by rivals, and it is difficult to become a core specialty. Once a brand is established, it is not only valuable but also imitation, because the brand is a kind of consumption. Cognition and recognition are the psychological feelings rooted in the heart of the consumer. The perception, identity and feeling of the consumer cannot be easily imitated, so the brand has characteristics that cannot be imitated. Second, the implementation of brand strategy is an important choice for China 's grinding enterprises. In the planned economy period, due to shortage of goods, supply is in short supply, enterprises or businesses are not paying attention to the brand building work of their own products, consumers are not very concerned about the brand. In the early days of China's reform and opening up, China's independent research and development of science and technology is very low, mostly by market-for-technology and brand-changing, resulting in dependence and blindness of foreign technology and brand, forming an "introduction - backward - re-introduction" - The passive situation of being behind again. The profit of sales of its products is very low. For example, the profit of information technology products does not exceed 5%. If it is a product brand with independent intellectual property rights and independent intellectual property rights, the profit can be increased to about 40%. With the continuous deepening of China's reform and opening up, from the planned economy era to the market economy, China has officially become a member of the WTO since December 11, 2001, and has been integrated into the international market. Not only is China's various commodities extremely rich, but also well-known foreign brands. Commodities and foreign companies have entered China in a large amount, and the market has also been transferred from the seller's market to the buyer's market, which has enabled consumers to rapidly expand their choice of goods, and the competition in the domestic market has become more intense. In this dilemma, many companies in China are increasingly recognizing that in the face of the challenges of economic globalization, the implementation of brand strategy will become the inevitable development of domestic enterprises, focusing on brand building is the best strategy to cope with challenges, excellent brand management. Will be the key to business success. After 30 years of reform and opening up, China has become a world manufacturing power. In 2010, China’s GDP exceeded that of Japan, becoming the world’s second largest economic power after the United States. China's abrasives industry has also entered the ranks of the world's major powers. The annual output of corundum abrasives is more than 2 million tons, the annual output of silicon carbide is about 1.5 million tons, the annual output of ordinary abrasive bonded abrasives is more than 500,000 tons, accounting for 60% of the world; the output of synthetic diamonds in 2010 is about 9.2 billion carats. More than 80% of the world's total industrial diamond production, cubic boron nitride (CBN) annual output of about 260 million carats, accounting for 60% of the world's total output, nearly 50 million pieces of superhard material products (including drill bits); coated abrasives 3.7 100 million square meters, accounting for 30% of the world's total output, are the world's largest countries. At present, China's superhard materials have entered the ranks of the world's powerful countries, and have begun to have the right to speak in the world. From large to strong, it is the common aspiration of China's abrasives, superhard materials and coated abrasives. China's "Twelfth Five-Year Plan" proposes to adjust the industrial structure, transform the economic development mode, and innovate and develop. Focus on cultivating and developing seven emerging strategic industries of “energy saving and environmental protection, new generation information technology, biology, high-end equipment manufacturing, new energy, new materials, and new energy vehiclesâ€. Among the seven emerging strategic industries, “high-end equipment manufacturing, new energy, new materials, new energy vehicles†and China’s rapidly developing remanufacturing industry are all inseparable from the abrasives industry. At the same time, the global economic recovery and development during the post-international financial crisis will provide important opportunities for the rapid development of abrasives, superhard materials and products, and coated abrasives industries in China. It is also a favorable opportunity for China's abrasives industry to adjust its industrial structure, innovate and develop, transform economic development mode, and change from quantity to quality. More national abrasives have created a huge space and a favorable social environment for the creation of national brands to the international market. China's abrasives and abrasives enterprises must seize the best opportunity for the current industrial transformation, and create national brands of abrasives, superhard materials and products, and coated abrasive products in China. Third, the brand construction 1, brand positioning The main content of the brand strategy includes branding decision-making, brand model selection, brand identification, brand extension planning and brand management planning. Brand decision-making, mainly to solve the problem of brand property, is whether the enterprise chooses self-built brand or chooses dealer brand. This is the problem to be solved before the brand is established, and it is also the strategy of brand management; the choice of brand mode means that the enterprise chooses comprehensive Sexual single brand, or choose a multi-brand strategy.
With a single brand strategy, companies can focus on building a brand image, allowing a successful brand to be accompanied by several products, so that each product can share the advantages of the brand, and a single brand also has the advantage of low propaganda costs. The so-called propaganda cost refers not only to market propaganda, the cost of advertising costs, but also the cost of brand management and the clarity of consumer perception. A single brand can more effectively reflect the will of the company, easily form the core elements of market competition, avoid confusion among consumers, and do not need coordination among brands. Of course, there is a certain risk in the single brand strategy. It has the advantage of “one honor and one gloryâ€, and it also has the danger of “one loss and one lossâ€. If there is a problem with a certain product under a certain brand name, then other products attached to the brand will inevitably be affected by the company, and the entire product system may face a major disaster. A multi-brand strategy is the case where a company operates two or more brands that are independent of each other and have no connection with each other. As we all know, the role of trademarks is to distinguish between different producers of goods or providers of services for the same kind of goods or services. A company uses a variety of brands, of course, the function is not only to distinguish other producers of goods, but also to distinguish their own different goods. The multi-brand strategy creates an independent growth space for each brand. Multi-brand strategy, which can divide products according to function or price difference, which is beneficial to enterprises to occupy more market share, face more demanding consumers; seemingly competitive relationship with each other, but in fact very It is possible to expand the overall competitive strength and increase the overall market share. The shortcoming is the high cost of publicity. It takes financial, human and other aspects to build a well-known brand. If you want to successfully build multiple brands, you must have high investment as a price; self-competition among multiple brands; brand Management costs are too high and can easily be confusing among consumers. The definition of brand identity is to establish the connotation of the brand, that is, the brand image that the enterprise hopes consumers agree with. This is the focus of brand strategy. It regulates the brand's thinking and behavior from three aspects: brand recognition, behavior recognition and symbol recognition. Internal and external meanings such as appearance, including core identification centered on core values ​​and basic recognition based on brand commitment brand personality; brand extension planning is a clear definition of the future development of the brand. Clear future brand suitable for the field, industry development and extension. In order to reduce the risk of extension, and to maximize the brand value under the premise of avoiding brand dilution; brand management planning is to protect the brand construction from the organization and management mechanism, set a vision for brand development and clear the brand on the basis of planning. Develop goals and metrics at all stages. Enterprises rely on strategy to become bigger and stronger. "There is no long-term concern for people, and there must be near-optimal." Solving strategic problems is the basic condition for brand development. 2. The brand construction enterprise should produce products that meet the needs of market development, high technical content and good quality. First of all, we must start from the market research, and under the premise of model market demand, after establishing product positioning, we must work hard in R&D, design, production, advertising promotion, marketing and service. This is necessary for the construction and cultivation of brands and well-known brands. Quality is the life of the brand. Backed by science and technology, we have established the business philosophy of “Quality First, Quality Winningâ€. The brand's fashion elements and individualized product quality are the cornerstones of creating famous brands. The competitiveness of products is the competition of brands, and the competition of brands depends on the inherent quality of products. The growth of a brand into a brand name depends on quality. If a brand is reversed in the market, most of it is because of quality problems. In the challenge of a new round of technological revolution, enterprises must dare to create their own brands and improve the market competitiveness of products, and must work hard on technological transformation. In the change of the world's individualized trend, the customer's value experience and differentiated value realization have directly determined the final sale of the product, and personalized service is indispensable! Strengthen marketing and improve brand awareness. By choosing the right marketing method, we can effectively use the brand effect to make the brand a household name and expand market share. Implementing a brand strategy is not an isolated job, but is closely related to the overall development strategy of the company. The creation of a successful brand image is not only the brand's own business, it involves all major strategic decisions of business management, and these major strategic decisions must be consciously and consciously around the brand. Focusing on the brand image, companies should pay attention to manipulating the things that already exist in the hearts of consumers, and tapping the potential purchasing desires of customers into their consumption impulses. Enterprises should use the market as a guide to use technology as a means to adapt to changes in their requirements, such as establishing an information feedback system, constantly collecting changes to understand consumer needs and preferences, and opinions on brands in order to guide consumption and continuously develop new products. Provide consumers with personalized services to maximize consumer satisfaction so that they are in a good position to compete. The 21st century world has entered the era of brand internationalization competition, and the brand has become a new international language to enter thousands of households. Establishing the position of products in the market by brand and establishing corporate image is an effective means of market competition. The brand is the core content of the product, and the brand effect is beyond the reach of other marketing methods. Enterprises must constantly improve the quality of products and services through management systems and technological innovation. At the same time, it is necessary to increase the strategic research and planning of brand international competition, and improve the international competitiveness of the brand from the aspects of organizational structure, management efficiency and marketing strategy. Most of China's enterprises are currently in the growth stage, and the brand strength is weak. This is an undisputed fact. However, according to the industry, market and enterprise resources, it is a wise choice to seek advantages and avoid disadvantages and choose the best brand strategy. For example, it is now relatively popular with overseas companies with well-known brands to produce, backdoor listing; use the linkage strategy to redefine the brand image; use two or more brands to effectively form a collaborative alliance to improve the social acceptance of their brands. In short, choose the right brand strategy, attach importance to brand marketing creativity and after-sales service, in order to achieve the brand sensation effect and strong impact, in order to make the brand forever youthful, standing in the world brand forest.
With a single brand strategy, companies can focus on building a brand image, allowing a successful brand to be accompanied by several products, so that each product can share the advantages of the brand, and a single brand also has the advantage of low propaganda costs. The so-called propaganda cost refers not only to market propaganda, the cost of advertising costs, but also the cost of brand management and the clarity of consumer perception. A single brand can more effectively reflect the will of the company, easily form the core elements of market competition, avoid confusion among consumers, and do not need coordination among brands. Of course, there is a certain risk in the single brand strategy. It has the advantage of “one honor and one gloryâ€, and it also has the danger of “one loss and one lossâ€. If there is a problem with a certain product under a certain brand name, then other products attached to the brand will inevitably be affected by the company, and the entire product system may face a major disaster. A multi-brand strategy is the case where a company operates two or more brands that are independent of each other and have no connection with each other. As we all know, the role of trademarks is to distinguish between different producers of goods or providers of services for the same kind of goods or services. A company uses a variety of brands, of course, the function is not only to distinguish other producers of goods, but also to distinguish their own different goods. The multi-brand strategy creates an independent growth space for each brand. Multi-brand strategy, which can divide products according to function or price difference, which is beneficial to enterprises to occupy more market share, face more demanding consumers; seemingly competitive relationship with each other, but in fact very It is possible to expand the overall competitive strength and increase the overall market share. The shortcoming is the high cost of publicity. It takes financial, human and other aspects to build a well-known brand. If you want to successfully build multiple brands, you must have high investment as a price; self-competition among multiple brands; brand Management costs are too high and can easily be confusing among consumers. The definition of brand identity is to establish the connotation of the brand, that is, the brand image that the enterprise hopes consumers agree with. This is the focus of brand strategy. It regulates the brand's thinking and behavior from three aspects: brand recognition, behavior recognition and symbol recognition. Internal and external meanings such as appearance, including core identification centered on core values ​​and basic recognition based on brand commitment brand personality; brand extension planning is a clear definition of the future development of the brand. Clear future brand suitable for the field, industry development and extension. In order to reduce the risk of extension, and to maximize the brand value under the premise of avoiding brand dilution; brand management planning is to protect the brand construction from the organization and management mechanism, set a vision for brand development and clear the brand on the basis of planning. Develop goals and metrics at all stages. Enterprises rely on strategy to become bigger and stronger. "There is no long-term concern for people, and there must be near-optimal." Solving strategic problems is the basic condition for brand development. 2. The brand construction enterprise should produce products that meet the needs of market development, high technical content and good quality. First of all, we must start from the market research, and under the premise of model market demand, after establishing product positioning, we must work hard in R&D, design, production, advertising promotion, marketing and service. This is necessary for the construction and cultivation of brands and well-known brands. Quality is the life of the brand. Backed by science and technology, we have established the business philosophy of “Quality First, Quality Winningâ€. The brand's fashion elements and individualized product quality are the cornerstones of creating famous brands. The competitiveness of products is the competition of brands, and the competition of brands depends on the inherent quality of products. The growth of a brand into a brand name depends on quality. If a brand is reversed in the market, most of it is because of quality problems. In the challenge of a new round of technological revolution, enterprises must dare to create their own brands and improve the market competitiveness of products, and must work hard on technological transformation. In the change of the world's individualized trend, the customer's value experience and differentiated value realization have directly determined the final sale of the product, and personalized service is indispensable! Strengthen marketing and improve brand awareness. By choosing the right marketing method, we can effectively use the brand effect to make the brand a household name and expand market share. Implementing a brand strategy is not an isolated job, but is closely related to the overall development strategy of the company. The creation of a successful brand image is not only the brand's own business, it involves all major strategic decisions of business management, and these major strategic decisions must be consciously and consciously around the brand. Focusing on the brand image, companies should pay attention to manipulating the things that already exist in the hearts of consumers, and tapping the potential purchasing desires of customers into their consumption impulses. Enterprises should use the market as a guide to use technology as a means to adapt to changes in their requirements, such as establishing an information feedback system, constantly collecting changes to understand consumer needs and preferences, and opinions on brands in order to guide consumption and continuously develop new products. Provide consumers with personalized services to maximize consumer satisfaction so that they are in a good position to compete. The 21st century world has entered the era of brand internationalization competition, and the brand has become a new international language to enter thousands of households. Establishing the position of products in the market by brand and establishing corporate image is an effective means of market competition. The brand is the core content of the product, and the brand effect is beyond the reach of other marketing methods. Enterprises must constantly improve the quality of products and services through management systems and technological innovation. At the same time, it is necessary to increase the strategic research and planning of brand international competition, and improve the international competitiveness of the brand from the aspects of organizational structure, management efficiency and marketing strategy. Most of China's enterprises are currently in the growth stage, and the brand strength is weak. This is an undisputed fact. However, according to the industry, market and enterprise resources, it is a wise choice to seek advantages and avoid disadvantages and choose the best brand strategy. For example, it is now relatively popular with overseas companies with well-known brands to produce, backdoor listing; use the linkage strategy to redefine the brand image; use two or more brands to effectively form a collaborative alliance to improve the social acceptance of their brands. In short, choose the right brand strategy, attach importance to brand marketing creativity and after-sales service, in order to achieve the brand sensation effect and strong impact, in order to make the brand forever youthful, standing in the world brand forest.
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