Three misunderstandings
For the increasingly hot ink market, building a brand may be one of its most effective ways to survive. However, in the market where tens of thousands of ink brands are competing and immature in the market, the brand competition in the ink market faces a big battle, a melee, and a fierce battle.
Brand = good name + packaging
This is a sign that the ink market is not mature, and it is the initial stage of brand development. When most brands don't yet have intrinsic value, the brand's external performance – the name and product packaging – becomes everything in the brand.
A good name and beautiful packaging can enhance product awareness and help shape the brand. However, the role of name and packaging in the brand building process is extremely limited, they do not even constitute a necessary condition for a good brand – there is a good name and attractive packaging, and can not be a sufficient condition – very valuable Characteristics.
Therefore, instead of having a good name and attractive product packaging, the product must be an excellent brand.
Do brand = spend big money to advertise
In most cases, printers recognize ink brands through advertising, and many famous brands have very large advertising investments. Although the brand is well known
The degree of investment in advertising is usually proportional, but as an ink manufacturer, it is necessary to consider what brand has special significance for the printing manufacturer. A large part of our daily contact with ink advertisements only promotes the name of the product rather than the inherent qualities of the product, and is therefore only a general advertisement rather than a brand.
A product that lacks connotation is like a body without a soul. Once the advertisement stops, it will soon be forgotten by the printer.
At present, printing ink companies advertise a lot, but apart from individual brands, how many printers really remember?
Establish a brand = promote environmental protection
Environmental protection is a hot spot in the ink market. Many companies also regard environmental protection as an important element of their brand. Therefore, people believe that ink branding is to promote environmental protection.
This view that it is a brand of environmental protection is a mistake. This is because: First of all, environmental protection is only the trend of Chinese ink development, it has a certain historical and staged. In the United States, almost no one cares about whether inks are environmentally friendly, and ink brands rarely use environmental protection as the core value of their brands, because ink environmental protection is no longer a problem in the United States. Since the big reshuffle of the Chinese ink market has just begun, the first to be eliminated are those brands with poor quality and poor environmental performance. Therefore, we predict that the day when ink environmental protection is no longer a problem will not be too far. If the value of an ink brand will continue to “depreciate†in the next few years until it is completely lost, it will not last long for brand-building to play environmental protection cards; Secondly, most of the current ink brands are playing the environmental protection banner, so the environmental protection signboard is absolutely unable to make a personality, and the brand loses its personality and loses its development momentum. Many products in the ink market have left the environment, and several have their own unique product value? In fact, environmental performance is only an integral part of product quality and should not be the core price of a product brand.
Three ways
To build a brand, we must first determine the core value of the brand, then build a brand support system centered on the core value of the brand, and finally design a communication system between the brand and the market and the printing manufacturer.
Determine the core value of the brand
A good brand must have a unique core value. In this way, we can highlight individuality in the market competition and attract printing manufacturers. The core value of the brand is not all-inclusive, but it is unique.
In determining the core value of a brand, the persistence of its value must be considered. If the core value is built on a market hotspot at a certain time, the brand will be unsustainable like a building built on the beach. From this point of view, the core value of the brand based on “environmental protection†is not the best choice.
In the choice of the core value of the brand, the company's unique business philosophy and insight into the market and products play a crucial role.
Building a brand support system
The lack of a strong brand support system for brand value is also doomed to failure.
It is possible for a company's business to face branding or market every day. If the will is not firm, it may give up building a brand and pursue short-term profits.
Brand building actually involves all aspects of business operations and integrates every detail of business operations. At the same time, branding is still a long-term battle.
A brand with the best creativity, if it is not supported by high-quality products and services, is only a short-lived.
Strengthen communication with the outside world
The card shapes the process of communication, not the brand itself. First of all, people generally talk about advertising always refers to general forms of advertising, such as television, newspapers, outdoor billboards and so on. Undoubtedly, these advertisements are very important for the promotion of the brand, but more importantly, whether the content of the advertisement can accurately transmit the core value of the brand, whether it can communicate with the printing manufacturer, and the advantage brand pays attention to the advertisement. The effect is not the form of advertising; secondly, the external communication of the brand is a systematic project, it is not only advertising, but through the integration of marketing communication, using the most effective means to promote the core value of the brand.
Ink brand quotation
Environmental protection belongs to the brand support system.
Products and services are just a part of the brand support system.
The concept of "full brand management" is that everyone must build and maintain the brand of the company as their top priority.
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