Keywords: brand competition, competitive consciousness of industrial enterprises
1. What is the importance of brand building to enterprises?
In the current domestic market, without building their own "brand", the commodity power of enterprises is very weak, that is to say, there is basically no competitive advantage, and there will be no added value and high profits that all entrepreneurs dream of; Therefore, low added value is the biggest helplessness of many domestic enterprises. Due to the low added value, enterprises lack investment in product research and development, management upgrading and marketing. Without strong brand competitiveness, the market competitiveness of enterprise goods will be lost to competitors, and its market price will naturally be difficult to increase, which will bring lower added value and make enterprises fall into a strange circle of low-level competition and enter a more vicious cycle. Therefore, for enterprises, the level of brand competitiveness determines the profits between enterprises, the success or failure of products and the strength between enterprises.
Creating a strong brand is a far-reaching thing for an enterprise, which is the basis for the enterprise to gain the core competitive advantage, and also the key for the enterprise to rise and grow rapidly in the contemporary international market economy competition. The huge China market has become the main battlefield for domestic and foreign enterprises to compete. Regardless of strength, scale and qualification, enterprises are doomed to survive and aspire to develop in the same competitive environment. In order to win in the competition, we must focus on building a "strong brand" with core competitive advantages.
The ultimate goal of building a strong brand is to continuously obtain better sales and profits. Because the reuse of intangible assets is cost-free, as long as we plan the brand extension strategy with a scientific attitude and superb wisdom, we can make full use of the intangible assets of brand resources and realize the leap-forward development of enterprises through reasonable brand extension and expansion.
Nowadays, market competition has actually developed to the stage of "brand war"-that is, "competition of brand core advantages". Competition without brand is powerless, goods without brand support are fragile goods, and markets without brand foundation can be said to be not "occupied markets" at all. Therefore, many merchants and investors realize that "brand" is the most valuable resource of enterprises.
Second, how to enhance brand competition awareness
1, the status quo of corporate brand competition in China
Someone once asked the bosses of some well-known domestic enterprises what is the goal of enterprise management? The answer is: the market share of brands. This shows that the bosses of many well-known enterprises have realized the importance of brands. Especially at present, the productivity of the international market is in surplus, all countries with open market economy have entered the buyer's market to varying degrees, and the environment and means of market competition have changed greatly compared with the past. In this new situation, the main means for enterprises to win is no longer the competition of products themselves, but the competition of brands. It can be said that the main form of international market competition in the future will be brand competition, and the advantages and disadvantages of brand strategy will become a magic weapon for enterprises to win by surprise in market competition.
In fact, many world-renowned enterprises often regard brand development as their priority strategy to explore the international market. Coca-Cola, Pepsi, McDonald's, etc. They all start with brand strategy, that is, creating their own brand-name products and using this as a means to open up the market and eventually occupy the market. Moreover, due to the huge comprehensive driving effect and extroversion of famous brands, the importance of brands to the survival and development of enterprises is well known, and brand strategy has become a magic weapon for many well-known enterprises to remain invincible in the market competition. After China's entry into WTO, China's economy has gradually integrated into the international market, and national enterprises are facing a more intense competitive environment. This fierce market competition is the competition of product quality, technical service and price, which will eventually be realized through brand competition. Backed by the economic strength of famous brands, dividing up the world resources and expanding the global market will be a major feature of international economic operation. In 2004, China's GDP rose to the sixth place in the world, and its total trade volume rose to the fourth place. China's output of large-scale products such as color TV, clothing, shoes and hats exceeds 100, ranking first in the world. Obviously, China is an undisputed manufacturing power, and we are an undisputed brand weak country. In 2003, among the world's 100 most valuable brands, the United States accounted for 62, Japan, France, Germany and Britain each accounted for six or seven, and China was zero.
2. Establish professional brand awareness
Brand culture is one of the core issues to establish corporate image and enhance corporate competitiveness. Because the brand is a sign that the enterprise that owns it is different from other enterprises, it is not only corporate image recognition, but also represents the consistent commitment of the seller to the product characteristics, interests and services delivered to the buyer. Brand is the guarantee of quality, excellent service, the crystallization of enterprise culture and the symbol of enterprise. In addition to attributes, benefits and values, brands mainly represent the pursuit of corporate culture. Corporate culture endows the brand with fresh vitality and invisible tension. Any well-known brand has its corporate culture behind it. Once the brand is produced in a superior corporate culture atmosphere, it can shine brilliantly.
Third, the important role of brand competition in industrial enterprises
1, product quality is the foundation of brand building.
Brand products are the essence of products, characterized by high quality assurance, and are the necessary conditions to determine the product market and sales effect. Quality is the life of a brand, and it is the guarantee to win honor and social trust.
2. Persistence is the key to supporting brand building.
Reputation is the basic factor for brands to establish "brand preference" and "brand loyalty" feelings in consumers' minds. Because consumers have a preference or even loyalty to a certain brand, it is the trust generated by the commitment of industrial enterprises in product quality and service quality. This kind of trust is that consumers gradually gain ownership in repeated experiments in the market, and then identify with their favorite brands in repeated consumption. Brand reputation competitiveness can not only consolidate existing consumer groups, but also expand potential consumer groups through them. Therefore, a good brand reputation is an intangible asset of an enterprise, which can enhance the competitiveness of the brand and bring excess profits. However, the establishment and maintenance of reputation not only requires a high price, but also requires enterprises to have a long-term strategic vision. In the fierce market competition environment, it is difficult for many brand business operators to resist the strong temptation of high profits in a short period of time, and finally they exchange immediate interests at the expense of brand promise. If Wenzhou brand really wants to become a world-class brand with international competitiveness, enterprises must always keep their promises and follow the basic rules of commercial games, and under no circumstances can they shake their brand beliefs.
3. Technological innovation and scientific management are the source of brand competitiveness.
Brand is the product of market competition, and it is a sign that enterprises have strong vitality. Brand products have high quality and high added value because of high-tech content, which brings high competitiveness and high profit. Whoever owns intellectual property rights in a certain field and becomes a well-known brand is a leader in this field. With the development of science and technology, there are more and more scientific and cultural contents in the brand. To maintain the brand's sustainable competitiveness, we must constantly carry out scientific and technological innovation. At the same time, with the rapid development of economy, people's consumption concepts and needs are constantly changing. If enterprises stop technological innovation, the former brand products will be outdated and will be surpassed and replaced by other brands. Technological innovation guides market demand, and technological change determines the development direction of enterprise production, supply and marketing system and enterprise industry. Therefore, formulating brand competitiveness strategy based on technological innovation is the fundamental way for enterprises to win market share. Any brand has a scientific internal management environment. Only by establishing scientific and perfect management systems such as production technology, raw material consumption, product quality assessment and fund management, forming effective incentive and restraint mechanisms, and establishing stable consumer groups and markets for enterprise products can brands grow rapidly in the fierce market competition.
4. Cultural brand with high connotation is the core of brand building.
Behind brand competition is the competition of brand culture. The popularity, reputation and loyalty of a brand naturally come from the inherent quality and performance of the products represented by the brand. The rich connotation of brand culture supports the brand's popularity and reputation, so that the brand's influence goes deep into consumers' hearts and is implemented in their actions, thus enhancing consumers' loyalty to the brand. Brands without cultural connotation lack attraction and imagination, so it is naturally difficult to form market influence, so it is difficult to improve the competitiveness of brands. Brand culture is the sum total of business ideas, values, aesthetics and business behaviors condensed in the brand. It is not the entity level of brand products, but an abstract concept beyond the entity level of products, which is the soul of brands. In view of the specific situation of Wenzhou enterprise brand culture, we should pay special attention to improving its service culture in developing brands with profound cultural connotations. Service culture is a kind of service concept and art. Enterprises providing brand services must first show strong cultural feelings and emotional colors, and form a sense of elegance and affinity invisibly. Secondly, we should be good at understanding the potential psychology of customers, think what customers think and provide services that meet their potential psychological expectations; High-quality brand services should also seek service innovation, take the lead in launching services with new characteristics, and leave a deep and beautiful impression on the public.