The Misunderstanding Of Clothing Brand Management

　　1、 clothing Mistakes in brand management

Some garment enterprises brand building After a short period of glory, there is no sound. Some clothing enterprises also have difficulty in brand management. The reasons for the difficulties are as follows:

First, there is a lack of long-term brand management strategic planning.

One is that the clothing brand life cycle is the product life cycle. When the product life cycle enters the declining stage, the brand also enters the declining period. For example, in the early days of our country, because the rice crisps were low-grade leisure food, with the improvement of consumer consumption level, their market potential in cities decreased, and enterprises did not enter the new regional market and product market in time, which did not effectively extend the brand equity. Second, the brand maintenance is poor. Enterprises often realize the importance of the brand, so they bombard it through television and other media. Later, they think they can take advantage of it. They lack continuous brand image maintenance. When they realize that the brand is less attractive to consumers than competitive brands, they have already given the advantage to competitors. Xi'an Bangjia Ham Sausage made great efforts in the initial brand promotion. The combination strategy of various media made the brand quickly gain popularity, but in the later period, the brand did not continue to promote the brand, which damaged the image of the brand's international background, and the brand's popularity lost brand loyalty.

Second, the management concept is outdated, and the understanding of clothing brand connotation is not deep.

It is manifested in the brand management based on product concept or sales concept. For example, a brand hopes to gain a high market share through a strong advertising campaign, but it only focuses on marketing, fails to meet the real needs of consumers and eventually exits the market. Brand includes not only product quality and brand popularity, but also a comprehensive system in essence, and brand value is expressed in a systematic way. For example, McDonald's brand connotation includes its product quality, product market positioning, brand culture, standardized product production and quality assurance mechanism, brand image promotion, franchise market expansion mode, etc. This system constitutes the connotation of McDonald's brand, and single brand promotion without connotation cannot work.

Third, marketing strategy mistakes.

First, the target market positioning is wrong, which is reflected in entering the incorrect market segment, and the market size is not enough to support brand growth. For example, Wuhan Sino German Beer has positioned its market in hotels and other catering markets, and its small market size has caused brand failure. Ambiguous market positioning means that the target market of the product is not clearly defined during brand management, and even the product is expected to be suitable for all ages and known by all women and children, and the effective strategy for a specific target market is not formed during product promotion, which causes brand failure. The second is brand extension failure. Some brands want to take the opportunity to extend their brand assets to new markets after gaining certain market popularity. However, due to the lack of basic market research during brand extension, they extend their brands to fields that are different from the original fields or even conflict with the original fields, resulting in brand decline. For example, a brand was once a well-known brand in China's detergent market and once had high popularity and brand loyalty in China's detergent market. However, after the success of the brand, the enterprise blindly extended the brand to other businesses. Due to certain conflicts between the two fields, it could not be accepted by the market, which ultimately resulted in enterprise Loss.

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Fourth, the ability of information processing is poor, and effective brand maintenance and competition strategies cannot be formed.

The market is always changing, opportunities and risks coexist, and the ability to grasp market information is directly related to the brand's position in the competition. Many enterprises are lack of effective market information processing mechanism, resulting in brand management failure. Due to the improvement of consumers' self-protection awareness, if the omissions of enterprise product quality cannot be found and properly handled in time, the brand image will be damaged. Vitasoy milk is a famous brand in Hong Kong with a long history. However, in 1996, the quality problem of its factory in Shenzhen caused the crisis of the enterprise. In order to safeguard the interests of consumers, enterprises take back all the products on the market in time to maintain the brand image.

Fifth, the brand image of clothing is chaotic.

First, the brand culture construction is insufficient, the brand naming does not conform to the consumer culture and the brand logo design is outdated. Some enterprises prefer to use foreign names when naming brands, but ignore the cultural characteristics of the consumer groups they face. There are also some enterprise brand logos that do not pay attention to the sense of quality of design or the impact of logos on target consumer groups, or have been using obviously outdated symbols, which has damaged the brand image. Third, the brand image of some brands is not unified when operating, resulting in the inconsistency of the target market that brands face.

Sixth, Clothing enterprises The internal operation and management are in disorder.

Some enterprises have lost their due market position due to the imperfect internal mechanism and the confusion of business management. Due to accurate product market positioning and effective brand communication and competition strategy, a brand has grown into a well-known brand in Xi'an market after two years of operation, and its market share accounts for nearly 50% of similar products. However, there is a crisis in the management mechanism hidden in the internal operation of the enterprise. Sales incentives are limited to the traditional material incentives, and the definition of enterprise property rights is not clear. When the enterprise grows rapidly, the drawbacks of the management mechanism swell, causing the brand to quietly withdraw from the market.

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