Packaging Enterprises - Brand Strategy

The implementation of brand strategy by enterprises refers to the careful planning, design and implementation of the establishment and development of brand names for the purpose of improving market competitiveness and economic efficiency. The brand strategy is a complex systematic project, including establishment of famous brand concepts, development and promotion of brand-name products, creation of brand image, further development, consolidation and protection of brand names. Among them, the development of brand-name products is the core and leading brand-name strategy. Under market economy conditions, companies must implement brand strategy in order to win in competition. An economist said: "The world famous brand is a country's national treasure, which country has more, it is the world's economic power." Similarly, a city without brand-name products, it will not be able to become a strong economy, the company In the same way, Handan City puts forward the implementation of the brand strategy in the enterprises, how the packaging industry companies can cast their own brand name in the fierce market competition, make the product brand sound, and strengthen the company. The author believes that the following aspects must be done: .
First, the government should give greater support to brand-name products. Enterprises should establish a strong brand awareness and further expand their existing advantages.
Regardless of the international market or the domestic market, product competition is essentially an advantageous competition. The government should create a relaxed environment for these star enterprises and brand-name products, and be conducive to the development of the external environment, so that these “brand names” can concentrate on their efforts. Refinement, enlargement, further increase its popularity, make greater contribution to economic development. To change the concept of lack of awareness of brand-name products, a good product is the basis for supporting the brand. However, a good product may not be a branded product. Many companies have a good product but it is difficult to form a brand advantage. The main reason is that the company does not have long-term planning, but only satisfied with the daily life, does not consider the brand's investment, blind confidence, self Closed, holding the "wholesale is not afraid of the deep alley," the psychological to eat old books, I do not know how to manage the brand assets and the brand's continued appreciation and extension. Brand is a valuable intangible asset of a company. The source of brand value is the consumer's satisfaction with the brand. The “account” of brand value does not exist in the enterprise, but exists in the minds of consumers. Therefore, if companies want to remain invincible in the fierce market competition, they must change their concepts, establish a more stable relationship with consumers with quality services, and gradually accumulate brand equity, making celebrity brands the most Valuable investment behavior.
Second, create a brand-name market-oriented, grasp the pulse of the market.
The essence of the market economy is the brand-name economy. The final result of market competition will also be the brand-name division. Without a brand-name product, the market outlook is uncertain. Therefore, if you want to develop steadily, you must implement brand strategy according to market changes, focus on brand-name economy, and get rid of the market. Brand-name will not be able to talk about it. The process of creating brand name is actually the process of creating a market. After entering the WTO, the market competition will become more intense and complex. Therefore, a dedicated market research institution must be set up within the company. Through continuous market research, the basic conditions and requirements of users should be known, and market information should be widely collected and based on this. After careful research on each piece of information, what products the user needs, what products the company produces, and avoidance of product branding, it will no longer conduct market research, leading to re-development of products in a lagging state. As a result, the market has changed and products have not been made. With corresponding changes, the distance between the product and the consumer is getting bigger and bigger, which eventually leads to the phenomenon that the brand name is expelled from the market.
Third, the product service as a brand-name core.
Production and service are integrated, and since product service quality is the core of the brand, how can companies ensure their brands are prosperous through product services? The product quality involves not only the product mix design, new product research and development and other stages of work, but also the work of production and processing, but also related to the entire enterprise management and sales service level. Therefore, creating brand name brands is not only the work of the corporate marketing department or the market department, but also the work of all employees including the R&D, marketing, and administrative departments. Because of good products and excellent services, consumers can get Praise and trust. The same product quality can be added for good service, or it can be devalued due to bad service. Enterprises in the implementation of brand-name strategy, should continue to inject technology, culture and emotional content in service methods, means, strategies, and consumers have emotional communication, in order to enhance the brand's market competitiveness. Such as Haier perfect after-sales service, "sincere to forever," the cultural concept, so that users feel warm and warm, closer Haier products and users of the distance, established the brand name products in the minds of consumers.
Fourth, deal with the relationship between corporate reputation and effectiveness.
It is undeniable that enterprises pay attention to profit maximization, but to create a brand name, we must focus on credibility and integrity. If a company does not have good faith, or has poor reputation and low credibility, even if the profits are high, it cannot be a brand-name company. To establish a brand, we must adhere to the concept of integrity first, from time to time can not be due to the short-term impact of corporate profits, as long as they persist will eventually bring long-term benefits.
From another point of view, corporate brand management should pursue popularity, but also to pursue user loyalty. This is because companies play brands in the market competition, mainly because the products have won consumers' love and trust, so they continue to occupy the market and enjoy Relatively large market share. The customer is the lifeblood of the company. Losing its loyalty results in the loss of the market. Enterprises should deeply understand the core position of brand loyalty in corporate competition, vigorously improve brand promotion, and pay more attention to nurturing loyal customers while opening up new customers.
Fifth, brand names need cultural packaging.
A product that a consumer sees is its shape, appearance, and packaging before it knows its intrinsic quality and product performance. Just like to know a person, the first impression is always his appearance, and then he can understand his personality and inner world through touching and getting along. The same is true of the products, a wide array of goods are placed on the shelves, allowing consumers to choose. This depends on which type of commodity has the strongest visual impact on consumers. As the old saying goes: “People rely on clothes to rely on saddles” and products must rely on packaging. The cultural connotation is the soul of a famous brand. Many international well-known companies have a unique corporate culture in order to create a good corporate image and improve the reputation of the product.