Shoe Enterprises Strengthen Brand Concept Propaganda

　　據報道，德爾惠日前正式與中國國家登山隊、中國網球協會青少年發展項目以及中國青島奧帆之都簽約，結成戰略合作伙伴關系，攜手網球、登山、帆船三項運動，將運動與生活聯系起來，建立一種陽光、健康的運動生活方式，借此啟動全新的“運動生活”戰略。這次正式將“運動生活”作為公司戰略項目，兩者將形成疊加效應，為德爾惠“ONMYWAY”的品牌理念注入新的活力，開啟一個全新的“運動生活”形態。通過新方式的詮釋，品牌理念有了實質性地飛躍升級，使得德爾惠的品牌價值及效應隨之提升。

These three glamorous sports events, though not the "gold absorbing project" in sports competitions such as Olympic Games, are not high enough in China. However, the high quality of these sports, their unique temperament and their sports spirit are in tune with the brand positioning of "sports life".

The characteristics of sunshine, health and vitality are not only suitable for modern people's pursuit of a new way of life promotion, but also very consistent with the new concept of "sports life" advocated by del Hui.

For example, the athletic temperament like Olympic sailing capital and the life temperament of Qingdao have a high degree of agreement with the brand idea of del Hui.

With the help of brand concept, del Hui promotes the marketing to go deep, and combines the entertainment with the sports marketing creatively with a strategy of homeopathic extension, so that the brand can be recognized and accepted more quickly and directly.

Brand is the killer of enterprises to win the market, and its effect can bring abundant consumption resources and huge economic benefits to enterprises. Therefore, it is very important to establish brand for enterprises.

In order to create an excellent brand, an enterprise needs to have a complete and correct brand concept as a guide, so that we can plan and implement the enterprise strategy in a planned and purposeful way. We should face the market with unique and unified brand image and provide quality products and services to consumers, so as to cultivate brand loyalty and occupy a place in the fierce market competition.

Therefore, the establishment of brand concept is the key link for enterprises to build brand, and has a strategic function and role in the further development of brand.

The so-called brand concept is a value system that is generally recognized by the society, which reflects the characteristics of the enterprise itself, and promotes and keeps the normal operation of the enterprise and the rapid development.

The brand concept determines the cultural taste and grade of the brand image, and also reflects the pursuit and spiritual realm of the enterprise.

Throughout the domestic industry, most enterprises lack an independent brand concept, especially in the homogenized and serious footwear market, similar product design, market positioning, marketing mode, and a series of advertising campaigns and price wars, so that the whole market has lost the development momentum of healthy competition.

Some shoe companies still remain at a relatively imperfect stage in terms of brand definition, brand communication and brand competition. They have not actively set up their own brand ideas, so that they can not operate smoothly through effective brand concept, thus lacking the core competitiveness based on the market.

Then, how should shoe companies strive to build and disseminate the brand concept in order to make the brand stand out in the industry market?

As the saying goes, thought determines action.

Shoe enterprises should be clear about and affirm the importance of brand concept, which is the premise of all decisions.

Shoemaking enterprises need to make a series of professional research work through measuring the capabilities of enterprises and investigating the market competition, so as to work out a rational brand concept with their own characteristics, and must conform to the characteristics and culture of the industry.

After selecting the brand concept, shoes enterprises should show this concept with the help of the entity, and only pay the practice will have the real effect.

Under the guidance of the concept, shoe companies should focus their minds on brand names, signs, slogans and other basic elements, so that the brand will have a clear and unified image and personality to spread in the market, making it easier for consumers to memorizing and impress.

Brand concept is the identification mark of the unification of enterprises, but at the same time, shoes enterprises should also mark their unique personality, that is, to highlight the difference of brands.

In addition, the shoe companies should focus on the brand products themselves, and make high-quality products through the superior resources such as advanced process design, good material and equipment, advanced science and technology, so as to reflect the brand concept of shoes enterprises, and constantly improve the quality of service, so as to sublime the brand concept.

Of course, the spread of brand concept is also one of the important ways to expand brand awareness and reputation. Footwear enterprises should take the most appropriate communication strategy according to the actual situation. For example, shoe companies can use some marketing strategies with higher brand fit to publicize, such as media announcement, event promotion, hiring spokesperson, etc., and carry out comprehensive supporting activities at the sales terminal, so as to realize the spread and appeal of brand idea, and then establish the total brand of consumers.

As we all know, a strong brand idea can enable a company to develop continuously and steadily.

Only by fully implementing and implementing the brand concept and adjusting the strategic plan with the times, can the shoe enterprises keep the guiding principle of building a strong brand in order to keep the brand's originality and promote the healthy operation of the whole enterprise with a favorable core competitiveness and become a leader in the shoe industry.