What is the development of the ceiling brand?

But when I went deep into the enterprise again and again, I was deeply puzzled. What is the brand? Is the brand a picture of photography? Or is it a good store image? Still a beautiful logo? A beautiful print advertising? or……

So everyone was scrambling for construction. You asked people to design a store. I asked the stars to take pictures. He also asked the media to do a few advertisements... Back and forth, everyone was exhausted, his head was broken, and he was completely black and blue. It's rare to be alone. So everybody comes to the sentence "integrated ceiling industry to do the brand is to die, do not do brand is to die."

So where is the development of integrated ceiling brands? "There is no way in the world. If there are too many people on the road, it will be the road." If you want to build a highway, I think that the most important thing for you is not construction, but first paint the blueprint. Since the brand engineering has been sublimated from the "point" competition to the "face" contest, we have obviously felt that the full integration of integrated ceiling brands is too difficult in the industry's voice of "talent shortage." I personally think that in order to give the brand face, we must first change from the following aspects:

First, change the brand construction **** thinking. The so-called "****" is the non-market and non-institutionalization of brand building. It is always guided by the boss's subjective preference. Siemens has eight major brands for a hundred years, the first of which is: "Customers decide our actions." Customer-oriented, this has become a common strategy for today's brand competition. However, at present, many integrated ceiling companies are always guided by the general manager or the owner's own preferences in the process of brand decision-making, resulting in the product being brought to the market and the customer not buying the “account”, which seriously affects the long-term development of the brand. When the industry develops to the present day, the boss must recognize the form. Once the “braking head” has only become the past, system planning is the beginning of the brand. Regardless of how brilliant a company has once been, it must now start from the beginning, especially those who once focused on export-oriented enterprises, must sit down and seriously think about how the road has come, and where do we go in the future? In the face of the industry, where is my brand foundation? Where is the continuing competitiveness?

Second, change the brand positioning and full mode. Brand positioning is also called brand occupying. It should be targeted and use specific brand image to attract specific target groups instead of Putian. For example, "Chuchu" ceilings have been focusing on artistic ceilings for several years and have achieved remarkable results in these two years. However, many domestic integrated ceiling companies are reluctant to sacrifice on the brand positioning. They believe that the larger the target market is, the greater the success will be. However, in practice, it is not clear what the target market and customers are thinking. The comparison and analysis of the market directly led to the difficulty of forming our brand and exerting our due competitiveness.

Third, change the performance of the hollow structure of the brand. The so-called hollowing out means that the brand structure lacks the brand cultural connotation. The brand culture refers to the impression of the brand in the mind of the target consumer. It is a product that can surpass the product itself but can make the product distinguish itself from its competition product and can become a consumer. A strong support point for completing purchases. Such as AIA Integration - the inventor of integrated ceilings, Merkel - to allow Chinese people to enjoy the Mel Kite, Chu Chu ceiling - give home a beautiful day ... These successful brands are associated with the emotional connotation, have a strong shake Sex, and invisible among consumers about the purchase behavior. At present, most of us still remain at the level of brand awareness, while neglecting the indispensable deep meaning of brand image building. On the surface of price and process quality, it is easier to express than connotation, so even if there is a concept of expressing cultural elements, it can not be fully expressed in terms of actual operation or expression.

Principles and practices of economics tell us that consumers ultimately need products with superior quality, reasonable prices, and emotional comfort. The clear establishment of the product's own brand will help the smooth development of the marketing work, help to rapidly increase the market share, and help cultivate more loyal customers. Under the highly fierce competition in the market, companies should solve the "face" problem of brand management, from a variety of aspects, and comprehensive planning, so that their own brands come to the fore and obtain a place in the market, this is the way of survival of the company.