Pay attention to management, the brand building of cabinet enterprises has a long way to go
cabinet companies must build leading brands
Brand is a kind of competition and cooperation compared with competitors. The core of competition is not confrontation, but the establishment of corresponding competition and cooperative relations based on the reality of the market, the status of competitors in the market, and the attitudes of competitors. Cabinet companies must have a leading brand, and for leading brands, they must 'strike hard' with the whole company to make them truly become a national or international brand. At the same time, it also brings the 'Matthew effect' of 'one good one hundred good' for cabinet companies.
enhance the corporate image of cabinets
Corporate image is the main carrier and important manifestation of commodity image and culture. A good cabinet corporate image is easier for the company to win the trust and cooperation of customers, and it is easier to get the support of the society. The goal of brand management is to clarify the needs of target consumers through research, and in accordance with the overall strategic plan, through advertising, public relations and other promotion methods, to achieve the target consumers’ in-depth understanding of the brand, and to establish brand status in the minds of consumers. Promote brand loyalty.
Implementing brand capital operation
Creating a brand is the initial stage of the cabinet brand development, while brand management is the advanced stage of brand development. The form of capital operation is to graft and introduce existing international and domestic brands through mergers, acquisitions, transfers, franchising, and paid use. From the perspective of the development process of becoming familiar with the brand, the brand management of the cabinet enterprise has experienced the three steps of creating a brand-operating a brand-buying and selling brands. Companies may wish to learn from this experience and implement brand capital management. Whether to use capital management to acquire and merge other people's brands, or to use capital management to transfer, pay for, and franchise out one's own brand depends on the specific circumstances of the cabinet company. What I want to emphasize here is that we must have the concept of capital management and know how to buy a good cabinet brand with a market, which is equivalent to buying a good cabinet market. Nowadays, this kind of brand capital operation is commonplace in the world, and it is also common in China.
There are many difficulties in managing a brand well for a cabinet business. When opening up the market, they have to invest more or even more publicity expenses. Even so, its brand image and brand culture are difficult to shape, even if it is well-known High, but lack of reputation, no charm, lack of appeal, customers just barely heard of your product, but they can’t buy if they don’t agree, let alone cultivate customer loyalty, the final market performance is unbearable Hit; this is the consequence of congenital malaise. On the contrary, managing the brand well and doing enough 'articles' on brand capital operation will reduce the resistance of brand promotion, thus greatly reducing the cost of brand promotion of cabinets!