The whole process of an enterprise brand, from birth to peak, and then to the final decline and extinction, is the process of enterprise managing and shaping its own brand. Only by shaping their own brands can market players make consumers be loyal to and trust themselves for a long time, thus achieving their own brand empire in the fierce market competition and enabling enterprises to realize the sustainable development of brand assets, brand values and brand cultural connotations.

1 misunderstanding of brand by enterprises

At any time, market players are pursuing brand creation, and all walks of life are talking about brand strategy. However, many enterprises only stay in brand image promotion and advertising activities, lacking real brand strategy awareness. How many once brilliant enterprises no longer exist today. One of their common problems is persistence? As long as we create a new brand image through a large number of advertising promotions, we can give the brand a shock and build a strong brand? . As a result, some enterprises benefited temporarily, but eventually suffered heavy losses; In order to enter the market, enterprises spend a lot of money on advertising and promotion, and launch one mistake after another? Fight? , finally? Tired? . ? Fight? Can it improve the customer's experience or cognition of the brand, and ultimately improve the brand's reputation and image? These companies haven't thought about it carefully. In other words, they lack real awareness of brand strategy, and the change of company image only stays on the surface, which does not constitute brand strategy. Lack of awareness of brand strategy is a problem in many enterprises. What is worrying is that some enterprises have not learned their lessons.

What's more, let go? Speculation? As a quick way to build a brand. They don't understand that the establishment and shaping of brand image is a long-term systematic project. A brand image that is deeply rooted in people's hearts needs to be based on high-quality products, with excellent leaders as the soul, with good management as the guarantee and profound corporate culture as the soil. In addition, the shaping of brand image should not only focus on cultivating high visibility, but also focus on cultivating brand reputation and loyalty. Fame is an important job in shaping corporate image, but the reputation and loyalty of corporate brands are more important than popularity. The promotion of popularity can rely on powerful advertisements, but the cultivation of loyalty and reputation requires enterprises to pay attention to the interests of customer groups, be market-oriented, and achieve it through long-term customer habits and continuous corporate emotional investment.

2 brand image

Brand is an intangible asset of an enterprise, which has no independent entity and occupies no space. But its original purpose is to make people remember a product or enterprise in an easy-to-remember form. Therefore, the brand must have a material carrier, and it needs to express itself through a series of material carriers to make the brand tangible. The direct carriers of brands are mainly words, patterns and symbols. Indirect carriers mainly include product quality, service, popularity, reputation and market share. Without material carrier, the brand can't be displayed, let alone achieve the overall communication effect of the brand.

Brand is a tangible and intangible comprehensive expression of products or services provided by an organization, and its purpose is to identify the products or services of the organization. Trademark owners enjoy the exclusive right to use trademarks through legal procedures, and have the right to require other enterprises or individuals not to counterfeit or forge them. In this way, the value of the brand can be reflected. After the brand was founded, the brand capital of an enterprise may grow, shrink or even withdraw from the market due to the constant change of the market and the continuous improvement of demand.

Brand image is a collection of images and concepts about brand elements that exist in people's minds, mainly brand knowledge and people's main attitudes towards brands. It can be said that the brand image is the sum of the brand impressions and associations left by consumers in their minds after they have personally selected and processed all the information about the brand in the process of communication. The composition of brand image is mainly tangible and intangible. Tangible content is also called. The functionality of the brand? , that is, characteristics related to branded products or services. From the perspective of consumption and users, it is the ability of brand products or services to meet their functional needs. Tangible content closely links the functional satisfaction of products or services provided to consumers with the brand image, so that people can organically combine their functional characteristics with the brand image as soon as they come into contact with the brand and form perceptual knowledge. The intangible content of brand image mainly reflects people's emotions, showing people's identity, status, psychology and other personalized requirements.

To sum up, creating a good brand image is a combination of product quality, technology, added value, name, packaging, design, reputation and other factors. At present, most product markets have entered the stage of brand competition after experiencing competition in price, quality and service. Competition has changed from low-level product competition, price competition and service competition to high-level brand competition. Brand, as the soul of the intrinsic value of products, has also become one of the killer weapons for enterprises to win, and enterprises must promote the brand growth strategy if they want to develop.

3 Self-evident brand competition

With the vigorous development of China's reform and opening up and the construction of socialist market economy, the market demand situation has changed, showing a change from single demand to diversified demand, from similar demand to personalized demand, and from food and clothing demand to affluent demand. The change of demand requires the corresponding change of supply, which leads to the change of competition mode among enterprises. In this case, the market gradually formed a pattern of brand competition:? Miscellaneous brand? Slowly withdraw from the market, an industry is often controlled by several major brands, and market competition becomes competition among several major brands.

At present, the degree of economic and social openness is expanding and deepening, and enterprises are facing both opportunities and challenges of development and competition. In this context, the invasion of international brands has prompted enterprises to passively participate in the competition of brand image building. Whether you like it or not, China enterprises and world enterprises stand on the same development platform, and the competition is more intense. Of course, on the other hand, brands can not only help enterprises navigate correctly in the market competition, but also increase their winning weight in the world economic competition.

4 brand image building

In view of the lack of corporate brand strategic awareness pointed out earlier, if enterprises want to develop for a long time, they must attach importance to the cultivation of corporate brand awareness and raise corporate brand image to the height of strategic awareness.

4. 1 Optimize brand design

Brand design refers to the naming, logo design, display design, advertising design and promotion of enterprises or products according to their own positioning and brand positioning. It is an important link to highlight brand personality, expand brand awareness and reflect the beauty of brand form. It is necessary not only to carefully plan and design all the elements of brand recognition, but also to coordinate and match all the elements to form a complete brand recognition system and produce the best design effect.

4.2 Based on reality, adjust measures to local conditions

Brand image construction must be based on the actual situation of the company, relying on its own resources and financial strength, and put forward practical brand image construction methods. It is a wrong way of thinking to rely too much on advertisements and one-sidedly on the propaganda effect of image films. Don't imitate the successful methods of other enterprises in brand image at will. Every enterprise has its own characteristics, just as everyone's success is unrepeatable, so is the way to shape corporate image. On the basis of digesting and absorbing the successful experience of others, we can develop our own brand image according to our own actual situation. It is quite dangerous to introduce blindly against the conditions of enterprises and not pay attention to the digestion and absorption within enterprises.

4.3 Develop a reasonable brand development plan

Brand image is an important issue related to the life and death of enterprises. If an enterprise wants to develop in the long run and not be eliminated in the fierce market competition, high-quality products are an important aspect. But here? Good wine is afraid of deep alleys? Under the realistic background, brand image has become another aspect. Therefore, in the activities of shaping corporate image, enterprises should fully consider the development direction of their industries and enterprises, find a practical starting point between reality and future, short-term and long-term, and position the development of corporate brand image at one time. What should be followed in the formulation of brand image building plan? You should be far-sighted, don't aim too high? After accurate positioning, we should make great efforts to build a good corporate brand image according to the established plan. Even if the development of the enterprise encounters a cold current, we should strengthen the confidence of the enterprise and do not change the image of the enterprise at will.

4.4 Establish brand quality and perfect service system.

Quality is the cornerstone of the brand, and the most obvious feature of all well-known brands is excellent quality. According to opinion polls, 90% people think that famous brands mean high-quality products. In addition to establishing brand quality, perfect service is also an important means to shape corporate brand image. Perfect services include pre-sales research, data collection and opinion collection. Consultation, samples, publicity and attitude in sales. After-sales maintenance, installation, training, etc.

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