Brand Is Not "Immovable Assets".

It is one of the most valuable assets of an enterprise.

To this day, business managers with foresight and insight have realized the importance of brand equity. The rational use of brands can quickly and effectively achieve their own development goals.

Brand is not only a product and service, it is related to the operation and development of an enterprise, but also determines its role in the industry.

Usually, brand means the reason for an enterprise to survive.

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This is especially true for shoes and other high value-added industries. Brand is almost the most important theme and content of industry management.

The white T-shirt on the cover, one hundred percent pure cotton, the quality is unassailable - can sell for 3 US dollars, also can sell for 30 US dollars; can hang in the big sale price retail shop, also can place in the prestigious specialty shop.

Where can it be sold? What is the price? Just open the collar and see the trademark that is sewn in it.

The reason why the best brands are more popular is determined by the PATH of the human brain.

PATH represents promise (commitment), acceptance (accreditation), trust (trust) and hope (expectation) respectively.

PATH can not be quantified, even without ready-made tools that can be measured or touched, but it can sense and touch the human mind.

For example, when we buy a pair of Nike sports shoes in the United States, we are delighted because we choose not only a brand but a personality and fashion sport. When walking on the street, people's eyes are glinting envy and appreciation. At this time, your consumption is not a pair of shoes at all, but a way of life.

This feeling is the most important brand asset of a footwear brand, and how does it come from? It must come from the details of product design and manufacture.

For example, Nike or Adidas, including China's double star sports shoes, choose strong materials, which can improve the speed of the ball while protecting the feet well.

The cut sports shoes are elastic in appearance, so that when they receive the ball, they will be used as cushioning.

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The appearance of the shoe is smooth, the details are exquisite, and the handle and foot feel are not stiff. The glue is unique and fragrant. For example, the glue used by ADI and Nike is specially made, the price is high, and there is a unique glue smell. Because of the low location and low price, the general shoes can not afford the glue. Usually, the brand positioning of a pair of shoes is known through the smell of glue.

Almost all excellent brands distinguish their high value brand positioning through these hard to find and observe details, but these details must be felt when consumers use products, and the oral effects after it can not be underestimated.

And the competitiveness of a brand lies in the fact that its surface is hard to replicate. Its core competitiveness lies in the feeling and the feeling of consumers, so competitors are hard to imitate.

The upgrading and shaping of brand equity also comes from the design and dissemination of some marketing activities.

Nike sports (China) Co., Ltd. again held the Nike sports meeting on from August 23 to 26, 2012 in the outfield of Shanghai gymnasium. It launched excellent activities including basketball, soccer, running, extreme sports, women training, tennis, rugby, table tennis, badminton and so on, providing a variety of platforms for young people, encouraging them to try various sports, explore potential and challenge their personal limits.

Important events during the period include the Nike basketball championship, the national finals, the Nike cup national finals and the "NikeCityJam" skateboarding Tour Finals.

Hundreds of young athletes from mainland China, Hongkong and Taiwan will compete with each other.

Including Lebron Bron (Le Bron James), Kevin Durant (Kevin Durant) and other basketball players, Eric Koston (Eric Koston), Omar SR La (Omar Salazar) and other skateboarding athletes, rugby player Radani Ann Tang Lin Sen (La Dainian), and a group of just returned from the summer games, the Chinese national team athletes will attend, together with young athletes to enjoy "great" and happiness in sports.

The design of this activity shows Nike's brand positioning very well: youth, sports, happiness and individuality.

There is still a big gap between the brand of Chinese shoes and the brand equity of international brands.

For example, the "made in China" sports shoes successfully sold to the thirtieth London Olympic Games, many Chinese enterprises provide products that only make small profits.

The cost of manufacturing Qingdao double star shoes and Nike shoes is only 3 to 5 cents, but the market price difference between them is 5 times.

China's shoe brand is not only difficult to expand the international high-end market, but in turn, in the domestic consumer market, top brands are almost monopolized by international brands.

And this gap will exist in a certain period of time. To narrow this gap, we must start with the design and brand positioning, strictly control the manufacturing links, and take the initiative and creative innovation in marketing.

The international brand such as Nike has been brewed since 1962, and has a strong cultural orientation of advocating and innovating individuality. This contrasts with the fact that China's brand building started at the very beginning of reform and opening up.

The construction of brand equity is a long and long running thought, which needs to stop utilitarian and refrain from quick success and instant benefit. It needs to be cautious and beginning to accumulate.

We are glad to find that the brand of Chinese sports shoes, such as double star, Anta, XTEP, Hongxing Erke, 361 degree, Lining and so on, mushroomed, and their brand awareness is very strong. Their competition with international brands is actually a contest of brand equity.