brand plays a decisive role to the development of the enterprise, accounting for the absolute number of China enterprises of small and medium enterprises, the brand now has become the biggest bottleneck in its development, if one is not sure to do the brand, the brand is also a dead end no money. Faced with such an embarrassing situation, Chinese enterprises how to correctly look at the development process of brand building, how to use the existing advantages to establish their own positioning advantage, it is particularly urgent.
shoes shoes network as the country’s largest brand shoes online sales square, so that the experience of the brand website can draw such a conclusion: do not necessarily live brand, but do not do the brand must die. In view of such business logic, shoes shoes network that we face is how to find a way to break through the brand, to achieve low cost and high attention, corporate brand objectives.
The first step in creating a brand for
is to find a way to create a new product category in the minds of consumers. Then is to consolidate the dominant position in the minds of consumers in this category, that is to continue to strengthen the cognition through the transmission of information, do everything possible to let every audience know that you are the leader of the industry or category.
this is a repeat of long-term strategy and uninterrupted, like making shoes that have established a brand leader in the enterprise, but also stressed that his leadership in the footwear B2C website to consumers constantly. Because the consumer is a flow of new consumer groups, will continue to enter, but they usually do not know who is the founder of B2C footwear products, who is the first brand in the market, if you ignore this, will let the competitors take advantage of later. Many cases have proved this point.
market competition is a long-term, dynamic and evolving process, once the enterprise products development momentum, so new competitors will enter, and will be more and more, any industry is such. Therefore, to ensure that their brand competitive position, you need to keep up with the rhythm of the competition, to promote their own faster forward. As a leading brand of enterprises, the way to maintain its brand is to learn to compete at the same time to monitor the development of competitors, set the industry brand communication threshold, as far as possible to block the other party. Second or third brands want to find a clear difference in the positioning between himself and the leading brand is almost impossible, such as footwear B2C website making shoes, even if the footwear industry website to find some characteristics of film station net shoe, making shoes brand will soon be copied, can not do the same website copy with the film shoes, not up to the effect, but the making shoes is not a bad thing, this also means being copied to other websites to follow, no way beyond, do not have their own characteristics. This is the concept of blocking, it is suitable for each leading brand.
is not a powerful means to build brand companies, but in the maintenance phase of the brand, advertising can improve the threshold of competition, the establishment of strategic value. The brand operation of the service, in the industry can be used for reference of the successful model