Leading Strategy To Build Strong Brand Competitiveness

Here world Clothing shoes and hats The Xiaobian of the network introduces the leading strategy: building a strong brand competitiveness.

China's local brands urgently need to get out of the "brand astray" and need a complete and systematic brand strategy. It needs more scientific and continuous strategic management. "Brand strategy" should not be a "silent lamb" of enterprises, nor a simple goal direction and slogan. It must become the "leader and Vanguard" in the overall business strategy system of enterprises.

The core competitiveness of enterprises is always around us, but the understanding of many bosses and marketing managers is wrong. They think: is the output value of an enterprise? Is it output and scale? Is it a product? Is it a marketing network? Is it a team? Is it a management power? Actually, these are not the real core competitiveness of enterprises.

Mr. Li Xu thinks: "core competitiveness" has two parts, hardware and software. If it can be easily copied and surpassed, it is not the real core competitiveness of enterprises.

Brand also has its competitiveness. Brand competitiveness mainly includes the following aspects: (see chart 1)

The real "core competitiveness" is invisible, and can not be easily copied. The value of a brand can not be imitated, because it is intangible, and the brand value is above all. Therefore, only the brand value of the enterprise is the real core competitiveness of the enterprise, and the competitiveness of the brand is weak, and the competitiveness of the enterprise will also be weak.

"Brand operation, strategy first", brand marketing without brand strategy is difficult to form brand competitiveness. Brand strategy is a strategic goal, a path, and a unified system of implementation. It is not only a pragmatic strategic goal. It is also necessary to find a feasible strategic path, that is, the strategy of implementing strategy. Pragmatic strategic monitoring measures also need to be adopted by flexible, innovative and effective tactics.

The core of enterprise strategy is brand strategy, because brand strategy is the top priority in the overall strategic planning of an enterprise. The core of brand building is brand strategy, making brand and making brand strategy first. Only with correct brand strategy can enterprises succeed.

　　 Brand strategy includes: (see chart 2)

　 "Brand leader strategy" is:

　 Brand far planning

Brand high occupancy

Establishing brand high value

Three dimensional brand expression system

The brand planning must be connected with the overall strategy of the enterprise and complement and share resources. We must make contributions to enhance the brand equity and the overall efficiency of the enterprise. The resource system of the enterprise should provide support for brand building, brand image and culture, brand communication, upgrading, innovation and other aspects, and it can be effectively utilized for the future of the brand.

At the brand level planning level, to seize the leading position and seize a resource in a certain field, this resource can be a common resource of the country or region, or a common resource of the industry. It can also be a category of innovative resources, and it should first establish its own differentiated image, accurately evaluate and analyze the brand value, determine the value of its height, and realize the omni-directional, multi angle, three-dimensional form and output in the brand expression system.

In identifying the brand strategy, we should standardize the identification system of the enterprise brand, take the core recognition of brand core global brand network and core value as the basic recognition and elements such as brand commitment, brand personality and so on. At the application level, we should standardize the standards of brand in the enterprise, spokesperson, product, promotion, communication, staff and so on, and establish the basic standards for the brand in terms of vision, hearing and touch.

Many enterprises seem to be perfect in terms of marketing. They are standard and top-notch. But because there is no brand strategy commander, brand value is not high, advantages are insufficient, communication drift and brand assets are hard to accumulate, marketing promotion is not beneficial to brand promotion, or even damages brand.

Mr. Li Xu believes that brand strategy is a fundamental decision that is related to the success or failure of an enterprise and the long-term stability and stability. It is the outline and the master of enterprise brand management and the premise and guarantee for achieving sustainable development. Do the right thing first and then do the right thing. Brand strategy is "Outline". It is the right thing to do first. If things start wrong, then no matter how hard the process is, it will be twice the result with half the effort.

Although brand strategy is so important, market In actual combat, it seems that it has not attracted widespread attention of enterprises. Many enterprises are keen to continuously develop new products, but rarely make strict decisions on brand direction.

Therefore, it must be pointed out that if there is a lack of long-term thinking on the overall operation of the brand, the lack of brand operation will lead to the confusion and disorder of the overall brand operation of the enterprise, which is undoubtedly a great waste of brand resources.

Remote planning, high occupancy, brand Three dimensional expression and operation: high quality, high image and high value, to set up the brand strategy, determine its height and angle, and link up with the core strengths of the enterprise. The formulation of the strategy must be compatible with the resources and strategic implementation capability of the enterprise, and carry out three-dimensional and omnidirectional output.