Many laser cutting machine companies love the creation of brand power. However, what exactly is brand power? It seems that many laser cutting machine companies and even many brand planners are not very clear. Tahan's laser brand power is the brand's ability to increase the profitability it brings to the company. For example, let's assume that we brand different brands for the same two products and find common consumers to make judgments. The result is different prices. Judging, this price difference is the brand power. In the brand planning practice, under the same conditions, the A brand can bring higher returns to the company, but the B brand can only bring relatively ordinary income to the company, indicating that the A brand has more brand power than the B brand. . It is precisely based on this that brand planners formulate strategies for enhancing brand power.
Brand power is the organic unity of popularity, reputation, and integrity. It refers to the degree to which a consumer's concept of a brand influences his purchase decision. Brand power is essentially branded goods, brand culture, brand communication, and brand extension. These four elements are synergistic in the minds of consumers. A brand must stand out from the competition and have a place in the minds of consumers. It is necessary to make the brand's products have a strong commodity, establish a brand culture that helps strengthen the brand personality, implement effective brand communication, and carry out the right brand. extend.
Brand goods
Behind any brand is inseparable from the strong commodity support, we all admire the German fast laser cutting machine products, technical skills, meticulous. So, behind a strong brand there must be a strong product R&D team. This is why from the national strategy down to the corporate strategy, the importance of technology research and development and product innovation is emphasized. The investment of a country or an enterprise in technology research and development determines the future of a country or a company. From the perspective of strategic competition, R&D and innovation of branded goods is the key to a company’s acquisition of sustainable competitive advantage.
It is a typical case that Dahan Laser Co., Ltd. can win the championship in China. If there is no entire team devoted to the development of innovative technologies and the development of innovative products, there will be no rapid development of Dahan lasers. This is inseparable from the establishment of strategic cooperation between companies and universities.
The research and development of branded products has received more and more attention from companies. In the past, marketing strategies followed blindly have gradually been challenged. Some successful big brands have also shrunk their front lines in branded goods, and have more research and development capabilities and marketing efforts. Focusing on the development of large single-item products, it has also achieved a number of powerful and strong single-brand brands with strong brand power.
Brand Culture
Another important factor in determining brand power is brand culture. Brand culture refers to the deep and rich cultural connotation of the brand, the establishment of a clear brand positioning, and the use of a variety of strong internal and external transmission channels to form a consumer brand recognition in the spirit of a high degree, to create a brand belief, and ultimately formed a strong Brand loyalty. With brand loyalty, you can win customer loyalty, win a stable market, and greatly reduce the competitiveness of the company, providing a strong guarantee for the successful implementation of the brand strategy.
A brand is like a flag flying high. It represents a kind of values, a personality, a taste, a style, a way of life, and an attitude. Its unique charm is that it not only provides certain types of Consumers' specific consumer demand for consumption, it also provides consumers with more spiritual-level needs to help customers realize their spiritual ownership and realize their dreams. This is the brand's cultural characteristics.
branding
Brand communication is another core element of brand power. There is such a saying that in the marketing industry, the widespread dissemination of wine is also a fear for the alley. Even the best brands need to pass the appropriate brand communication before they have achieved the image of a strong brand and they have the brand power.
Here, brand communication is undergoing a fundamental change with the advent of the marketing revolution 3.0 era. The Internet thinking that introduces consumers to create value has received more and more attention. Laser cutting machine companies have evolved from the initiative in brand communication. The organizers of brand communication, they put the consumers into the brand communication system, provided opportunities for consumers to actively participate in brand communication, and made a fundamental change in the role of active communication and passive recipients of brand communication. The interaction and common promotion of the two in marketing communication have brought the effect of brand communication to the extreme and brand power has been greatly improved.
In the past two years, the brand communication with Internet thinking has taken the lead. With the adoption of this new communication thinking, more and more traditional laser cutting machine companies have begun to use the Internet to develop brand communication and achieved a very good brand. As a result of the dissemination, brand power has increased rapidly.
In the past two years, we have tried to introduce Internet thinking to help spread laser cutting machine companies to carry out new marketing and communication activities. These companies have started to adapt to and are accustomed to being liberated from traditional marketing thinking and have entered the Internet thinking. In marketing operations, many companies have also successfully entered the Internet marketing channel, which has enabled brand power to be effectively promoted, and has significantly saved the cost of brand operations.
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In the foregoing, we mentioned that the single product brand has become fashionable, but it does not mean that the brand extension is terminated. Through the brand extension strategy of the scientific system, it can also help the brand to enhance its brand strength. Brand extension is still one of the important core elements of brand power.
China's traditional brand extension strategy is almost impossible to follow. Many laser cutting machine enterprises drastically overstretch brand equity through disorderly brand extension, which results in a decline in brand power. Therefore, many companies often do subtraction when they enter the mature stage. This is the aftereffect of what we commonly call brand extension.
Conclusion
Brand power is sales force, and brand power is profitability. The core content of brand planning is to build brand power. Brands that do not have brand power will not be able to achieve market competition, and brand strategies that neglect the power of the brand to float on the surface of the brand will not be tenable. Some brand planning experts have neglected the creation of brand power. Some laser cutting machine companies have neglected the creation of brand power. They love formalism and love the surface of nothingness. Brands cannot really serve the marketing activities and cannot form sales force. Increasing the brand's profitability has become a burden on the company's marketing and operation. This is a very wrong idea.
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