Brand awareness to create brand name (below)

The active implementation of the brand strategy is now taking Jiangsu Province as an example to illustrate how to implement the brand strategy. Jiangsu Province recognized early on the importance of brand-name products to the local economy. The provincial party committee and the provincial government attached great importance to the development of brand names, and took it as a strategic measure to promote the economic development of Jiangsu Province and accelerate the promotion of the province and the province. Since February 1993, it has successively made a series of important decisions to vigorously implement the brand strategy. . In 1994, the provincial government carried out overall deployment of the province's development of brand-name products. In 1998, the provincial government issued the "Opinions on the Development of Jiangsu Famous Brand Products." In 2001, in the “Tenth Five-year Plan for National Economic and Social Development of Jiangsu Province”, the objectives and tasks for the implementation of the brand strategy were further defined, and an important measure for the new round of development of Jiangsu's economy in the implementation of brand-name strategic operations was implemented.
After 10 years of vigorous implementation of brand-name strategy, a large number of brand-name products with a certain strength and market competitiveness have emerged and developed rapidly, which has played a positive role in promoting economic development in the province. In 2002, a total of 582 Jiangsu brand-name products were identified in the province. The total economic output of brand-name product manufacturing enterprises accounted for about 25% of the province's industrial economy, an increase of 15 percentage points from 10 years ago. The domestic market share of “Suhuo” industrial products is about 12.14%, which is 0.29 percentage points higher than the end of the “Eighth Five-Year Plan” period. The 19 products of 17 companies including Chunlan Air-Conditioning, Little Swan Washing Machine, Panda TV, and Senda Leather Shoes were awarded the title of another brand-name product by the General Administration of Quality Supervision, Inspection and Quarantine. The number of Chinese brand names won by Jiangsu Province ranks among the top in China.
At present, the total value of brand-name assets in Jiangsu Province has reached 4.7 billion yuan, of which the value of the 114 most valuable brands that account for 20% of the brand's total value is 32.82 billion yuan, accounting for about 70% of the total brand value, basically in line with the "28". The law, that is, 20% of rich people hold 80% of their wealth.
The efforts to create brand-name packaging and packaging industry started late, the foundation is poor, and brand awareness is weak. Therefore, it is necessary to raise awareness, strengthen publicity, and actively implement the brand strategy of the packaging industry to change the current situation as soon as possible. To this end, we must focus on the following aspects:
The first is to combine the cultivation of brand-name packaging products with the development of economies of scale. The development of economies of scale is an important way to increase market share and economic efficiency of brand-name products. In the process of implementing the brand strategy, the packaging industry should take brand-name products as the leading factor, rely on backbone enterprises, and aim at increasing industrial concentration, vigorously promote industrial restructuring and corporate alliances, and form a group of enterprise groups led by brand-name products. A large number of brand-name products have grown, while at the same time it has also increased industrial concentration and overall quality.
The second is to combine the cultivation of brand-name packaging products with the level of improvement. The cultivation and protection of brand-name products must be backed by solid technical advantages. In the process of implementing the brand strategy, the packaging industry must vigorously strengthen the technical progress of the enterprise, so that the level of technology and equipment in the industry and the scientific and technological content of products will be greatly improved, and high-tech enterprises will accelerate development. At the same time, the improvement of the technological level of high-tech enterprises and the increase in output value lay a solid foundation for creating famous brands.
The third is to combine the cultivation of brand-name packaging products with enhanced quality management. Brand-name products are a symbol of high technology, and they are also high quality expressions. The core of brand names is quality, and quality is the life of famous brands. In the process of implementing the brand strategy, the packaging industry must strengthen quality management and actively promote scientific quality management methods. Packaging enterprises must establish a quality management system and pass ISO9000 certification. Packaging products should adopt international standards and advanced foreign standards so that the physical quality of products can reach or approach the advanced level of similar products of the world.
The fourth is to combine the cultivation of brand-name packaging products with the awareness of enhancing the brand awareness of the whole society. The cultivation, development, and growth of brand-name products are inseparable from social recognition and support. In the process of implementing the brand strategy, the packaging industry must establish a mechanism based on market evaluation, taking the agency as the main body, and actively promoting, guiding, and supervising the government as the guarantee, and aiming at customer satisfaction. It is necessary to carry out large-scale, high-level publicity of brand-name packaging products through the media, expand its influence both inside and outside the industry, and concentrate on cracking down on counterfeit brand-name violations to protect the legitimate rights and interests of brand-name products and brand-name product manufacturing enterprises, and create a concern in society as a whole. Brand-name, nurturing brand names, striving for brand names, promoting brand names and protecting brand-name atmosphere.
The fifth is to combine the cultivation of brand-name packaging products with an increase in market share. No matter what brand name it is, it must first be known to people. This means that brand names must first have a certain market share and market coverage. In the process of implementing the brand strategy, the packaging industry must follow the laws of market economy and use the brand name effect to make brand names fully play their roles, become powerful weapons for market competition, and continuously expand market share and market coverage. This is also the ultimate goal of implementing the brand strategy. .
At present, more and more packaging companies recognize the significance of brand-name products for the survival and development of enterprises, face the fierce competition in the international market, and raise awareness of the development of famous brands to the height of revitalizing the national economy. The packaging industry must unswervingly use Deng Xiaoping Theory and the important thinking of the "Three Represents" as a guide for action, advance with the times, explore new ideas, and implement the brand strategy with a global perspective, with a view to speeding up the international competitiveness of packaging enterprises. Accelerate the modernization, internationalization, and informationization of the packaging industry, and enable the packaging industry to further adapt to the needs of the development of the national economy, the expansion of foreign trade, and the improvement of people's living standards.

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