Several Neglected Points Leading Brand Positioning Of Shoe Enterprises

When we introduce the brand to P, we can not take lightly the problems that we usually overlook.

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< p > < strong > 1. ignore the intangible value of the brand < /strong > /p >

< p > today, the output of enterprises is not only valuable real products and < a href= "http://www.91se91.com/news/index_x.asp" > Service < /a >, but more importantly, it also produces intangible assets that decide the future fate of enterprises and take the brand as the core.

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< p > as early as 1996, China's "economic times of the west" published a report on the front page headlines in a certain period: the Beijing brand equity office, a consultant of famous economists such as Ma Hong, published the Research Report on the most valuable "a href=" http: //www.91se91.com/news/index_x.asp "brand /a" in 96 years, which has opened up a premium for 80 Chinese brands.

Among them, "Hongta mountain" ranks first, with a brand value of 32 billion yuan.

In fact, such a famous brand such as "Hongta mountain" is not one of China.

But compared with foreign enterprises, no matter in the brand value, or in the number of well-known brands, we are far away from each other.

According to the 1996 assessment of the financial world magazine, MARLBORO has a brand value of $44 billion 600 million, 3.8 times its sales, and "Coca-Cola" (Coca-Cola) has a brand value of $43 billion 400 million, 3.6 times its sales, and IBM's brand value of $18 billion 500 million, and 0.28 times its sales.

Woodruff, the president of Coca Cola Co, once declared that even if the whole Coca Cola Co were turned into ashes overnight, the "Coca-Cola" brand would be able to make a comeback in a very short time.

This is the strength of the brand.

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< p > the trend and characteristics of the development of the modern market economy clearly show that the market is controlled by the invisible.

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< p > brand intangible assets is a high value reward for enterprises that have been making long-term efforts.

However, most enterprises in China still stay in the management of tangible assets only, and ignore the value of the immeasurable value of the brand. Therefore, a part of enterprises in the process of starting a business just throw away the books at the end of the day in order to make a little profit, and do not hesitate to deceive, entrap consumers, and smash their own brands.

Some enterprises are naive to think that brand building can be once and for all. When the enterprise has gone all the way to the brand, they no longer insist on the quality commitment to consumers, but begin to blindly expand production and blindly pursue sales and sales.

Others pfer the right to use the brand arbitrarily in the form of a joint venture, so that the brand that they have laboriously created is not attached to the product with quality assurance. The result is a great damage to the image of the enterprise.

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< p > China's accession to WTO has brought more severe challenges to our enterprises.

Without tariff protection, it is easier for foreign enterprises to enter the Chinese market.

The competition with brand as the core is inevitable. Unfortunately, it is this brand awareness and brand image that Chinese enterprises lack.

Having advanced, correct brand awareness and ideas is the minimum guarantee for an enterprise to establish and possess a long and excellent brand image.

In the same year, "Haier President Zhang Ruimin hit 76 unqualified refrigerators", which gave a lively and profound lesson to our current entrepreneurs.

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< p > < strong > 2. ignore the premise of creating brand: < a href= > http://www.91se91.com/news/index_x.asp > condition < /a > < /strong > /p >.

< p > after seeing the brand effect of the product and the value that the brand brings to the enterprise, the entrepreneur thinks secretly: right, the production must produce the brand product, the management must carry on the brand management.

In fact, in the process of "producing brand products" and "carrying out brand management", there must be certain prerequisites.

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< p > first, we should consider the length of the product market cycle.

The life of a product should be significantly longer than the time it takes to create its brand. If the product life cycle is too short, when you spend a lot of manpower and material resources to create a brand, there will be no market for the product, so the brand operation will become meaningless.

Iridium company, whose main shareholder is Motorola, is bankrupt because its market cycle is not well controlled: iridium star has a good market prospect when it was founded, but its development cycle is too long. It began planning in 1991 and took eight years to the last satellite in 1998. In this information age, the technology update and elimination are fast and fast, so the high technology is changing rapidly. So the great changes in the technological environment have made iridium company lose its market competitiveness from the beginning. In 2000, iridium finally declares bankruptcy as its inevitable fate.

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< p > secondly, we should consider what stage the product is in the cycle when the enterprise enters the market.

Early entry into the inevitable situation is great; if entering the middle stage of growth, at this time, because of the potential of the market is still very large, there are still many brand operation opportunities; if it comes to the end, it is necessary to consider whether your product will usher in his "belated love".

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< p > again, not all products can be operated with brand names.

The brand meaning and value of each product are different.

Some products are facing the vast number of consumers, and some products only face the enterprise, their brand value is different.

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< p > < strong > 3. neglecting the limitation of brand extension < /strong > < /p >

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< p > now many enterprises, whose products are successful in the < a href= "http://www.91se91.com/news/index_x.asp" > market < /a >, are accustomed to using the powerful brand influence to expand the family brand and carry out the brand extension.

A family brand is a company that gives a successful name to all the products it produces or sells. It also includes product line extensions and brand extensions.

Product line extension is the strategy of using a successful brand name to continue to adopt the same successful brand when adding new products in the original product line.

For example, Pepsi Cola launched by Pepsi Co has cherry, low calorie, caffeinated, decaffeinated, bottled, canned and other models, but they all belong to the same product line with the same brand.

Brand expansion is also the use of successful brand, in a new product category is to produce new or improved products.

For example, detergent products, pparent soap, washing powder and other products of Zhejiang nice group Co., Ltd. have adopted the "carving" brand.

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< p > brand expansion has its own advantages, of course: a well known brand often helps enterprises to get involved in new product categories more smoothly, increasing the popularity of new products and making consumers more willing to accept their new products.

At the same time, it also saves a lot of advertising and promotion expenses for new products, and can also enhance the image of the core brand.

Many enterprises at home and abroad have adopted this strategy.

For example: Haier's original product was fridge, then gradually extended to color TV, air conditioners, mobile phones, computers and other household electrical appliances, and continued to use Haier brand, and soon entered a new field.

In addition, SONY, Nestle and so on have adopted this strategy and achieved success, so that brand extension has been imitated by many enterprises as a panacea.

As everyone knows, brand expansion strategy has its own applicable conditions, and there are risks of failure on the way to success.

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< p > some enterprises always overlook the value of the brand and blindly admire the charm of the brand family, so they want to maximize the use of brand equity.

But this smash development of brands will bring measurable losses to enterprises.

If we don't consolidate brand loyalty, we will have a brand extension.

Once a brand extension fails, it will damage the reputation of the core brand.

For example, Cadillac has launched a "Mai Mai" sedan. Its target customers are those who are not rich but want to buy Cadillac at a lower price. As a result, the image of Cadillac's noble image has been seriously damaged.

For example, the American "pike" pen is characterized by high quality and high price. It is a symbol of dignity and dignity.

But in 1982, peck blindly extended his brand for a $3 low-grade pen, which destroyed Pike's noble image. As a result, pike not only failed to occupy the market smoothly, but lost a considerable part of the high-end pen market.

Therefore, brand extension is not only a good thing for a company, but also an abyss of progress.

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To sum up, in the future, it is particularly important to master the brand law < a href= "http://www.91se91.com/news/index_x.asp" > /a > in the course of the development of enterprises, and build a strong brand wholeheartedly. "P"

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