Misunderstanding of hardware brand creation

Having a company with a brand means that there is market sales. This has indeed been verified in many companies at home and abroad. From a price war to a brand war, in a sense, brand warfare is a long-term plan for the development of a company. Hardware companies have certain misunderstandings about their views on brand warfare.

1. Comparing hardware brand battle with advertising battle Hardware brand is a kind of service or a product's most core quality appeal and promise to consumers. It enriches the quality, service, taste and even culture of such service and product service. And advertising is just a means of disseminating information. Enterprises and products need to be advertised, advertisements can bring high reputation and create brand effects, but advertisements can not allow products to have intrinsic temperament and charm. Some corporate executives simply believe that as long as the big investment in advertising, bombardment bombardment, can produce brand-name effect, enhance the brand image, which will bring about an increase in sales. However, it is often counterproductive or has little effect. The reason is that they neglected more efforts in product quality, service, and innovation.

2. Where does brand management go? With the development and maturity of the market, the homogenization of products is becoming increasingly obvious. Substantial innovation to achieve product differentiation has been difficult, which has, to some extent, increased the cultivation of brand personality. Difficulty. At the same time, with the advancement of the information and communication industry, the power of manufacturers is weakening, and the brand's function of simplifying customer search for product information is also weakening. Consumers are increasingly reluctant to differentiate products that do not actually exist. And pay an extra fee. All these factors have brought great challenges to the brand management of enterprises.

3. The brand extension of a hardware company makes brand function dilution a successful first brand, which often attracts a large number of manufacturers to imitate their products and establish new brands. These brands have no real value and can only increase interference. For consumers, they are exposed to tens of thousands of advertisements every day, causing them to be confused. The result will inevitably lead to a serious weakening of the brand's functions.

In general, brand extension is a way to effectively expand the scope of business and product categories. For example, in the 1980s, about two-thirds of new products in the United States were introduced into the market through brand extension methods. However, this practice also tends to cause confusion in the brand image, and the value of the core brand is diluted and diluted. It may help manufacturers increase sales in the short term, but it may weaken or even destroy the original brand. Therefore, the Procter & Gamble Company, known as the "Kingdom of Brands", now has to take corresponding measures to make the brand image concise.