The ability of a century-old brand to withstand the long-term test of various man-made and natural factors such as wars and economic crises and remain indelible does not rely solely on one or two business ideas or the personal efforts of several managers. , which embodies the overall positive innovative spirit of the enterprise and the spirit of integrity that is "sincere and eternal". Therefore, the brand of a century-old store is the embodiment of the company's comprehensive competitiveness and is also the company's most valuable asset.
How powerful is the brand? Even if my business burns down overnight, as long as my brand is still there, I can resume production immediately. ?This is the brand statement of Asa Griggs Candler, the founder of the Coca-Cola Company, and it is also the most valuable and solid asset of this century-old store.
As early as the late 18th century, the charm of brands had already emerged.
Many famous brand products emerged in modern industry and became the dominant force in the brand world at that time. People are very familiar with the internationally renowned automobile companies Ford, General Motors, and Volkswagen, the famous American daily necessities company Procter & Gamble, and the famous Swiss food company Nestlé. These companies have experienced the ups and downs of the century and become century-old stores. At the same time, they have also become one of the famous modern industrial brands. Every shining pearl.
In an era of increasing world economic integration and the rapid rise of the knowledge economy, brands have transcended national boundaries and become the golden key for enterprises to enter the international market. Especially today, when competition among enterprises is intensifying, brands have transcended the scope of pure economics and become a reflection of an enterprise's competitiveness, proliferation, and follow-up power. Only excellent brands can withstand various tests and continue to advance in the company's century-old development process; only excellent brands can gain a foothold in the world economy and gain the initiative in global market competition. This is an experience and a rule.
Brand is the embodiment of the comprehensive competitiveness of an enterprise
The charm of a brand is first reflected in the fact that it is the embodiment of the comprehensive competitiveness of an enterprise, especially the "famous brand", which directly represents the quality of a specific product. A combination of quality, performance and credibility. For example, brands such as "Coca-Cola", "Microsoft", and "BMW" are not only world-famous brand products, but also symbols of the strength of these large multinational companies. Brands also have considerable correlation effects in market competition. For any brand recognized by consumers, in addition to its leading products, related products of the same brand can also win the trust of consumers. Just like the Wahaha brand, although its leading product is beverages, but now the children's clothing it produces also has a good reputation, which shows that the brand has strong market penetration.
The ability of a century-old brand to withstand the long-term test of various man-made and natural factors such as wars and economic crises does not rely solely on one or two business ideas or the personal efforts of several managers. It reflects What is more important is the overall active innovation spirit of the enterprise, constantly improving the quality of old products, breaking the market life cycle, opening up new markets, and maintaining a leading and stable position in the market for a long time. Not only these, the reason why the brands of some century-old stores are so strong is that they also attach great importance to talents and corporate culture construction, do not avoid crises, actively carry out reforms and innovations, etc. Therefore, the brand is the embodiment of the comprehensive competitiveness of an enterprise. .
A brand can be elevated to a famous brand. When a brand rises to the level of a famous brand, it can create a market effect that is unmatched by ordinary brands, that is, the sustaining effect, which enables the company to maintain long-term influence and competitive advantages; the diffusion effect, which is widely circulated; the stimulation effect, which attracts consumers , Stimulate demand; amplify the effect? ??Continuously add branches and leaves in the communication, making the best even better. It can be said that the brand of a century-old store has endured for a hundred or even two or three hundred years, reflecting infinite vitality, which reflects the regularity of the generation of famous brands. Those manufacturers who try to quickly become famous brands through advertising and other means in a short period of time can only be short-lived and suffer the misfortune of being eliminated by the market.
Brands have greater added value
Once a brand becomes a famous brand, it is a symbol of high quality and high culture. The reason why the brand of a century-old store has endured for a long time lies in its best, most stable and most reliable quality. Broadly speaking, this kind of quality includes not only raw material quality, process quality, production technology, appearance and packaging quality, but also functional quality and service quality. A brand that has extraordinary performance in all the above aspects is an excellent brand. At the same time, the essence of quality lies in applicability, and the final judge of quality is the market. Only quality recognized by consumers is better quality.
It can be seen that the excellent value of a brand is a systematic concept, that is: first, the product itself is of excellent quality, and brands at different levels should meet corresponding quality standards. For example, international brands should pass international quality certification and meet international quality standards; national Brands should meet national standards, and local brands should meet provincial and ministerial standards. At the same time, we implement quality standards consistently. No matter how we test and spot check, we can achieve perfect excellence, that is, 100% qualified. Second, the product has strong functions. The design of various functions of the product fully takes into account the needs of consumers, so that consumers can achieve maximum satisfaction. Third, the products and services are good, suitable for product quality and functions, and can provide consumers with high-quality services before, during and after sales, and reach high standards in quality assurance, product replacement, and warranty, and reduce consumer complaints. rate dropped to its lowest point. Take the world-famous Mercedes-Benz Car Company as an example.
Mercedes-Benz is the originator of the world's automobile industry and has a history of producing cars for hundreds of years. In terms of sales volume, even in Germany, Mercedes-Benz can only rank fourth, and it is also ranked fourth in the world. It cannot compete with Japan's Toyota, Italy's Fiat and France's Peugeot. However, Mercedes-Benz can firmly rank third among the world's famous brands, while Toyota can only rank seventh. Other car companies cannot enter the top few. The reason for this is that Mercedes-Benz has an unparalleled quality advantage. Mercedes-Benz Cars makes every effort to make its products of good quality the first choice to win. To this end, the company has established a team of skilled employees and a strict quality inspection system for products and components. Although quality, innovation, service, etc. are no secret, each company has differences in the organic combination of production and operation products with quality, innovation, service, etc. It is precisely because of how well Mercedes-Benz has established and implemented the overall concept that it has become a star in the world's automobile industry.
Brands also have high cultural added value. Broadly speaking, the cultural added value contained in a mature brand includes four aspects:
First, the brand reflects the advanced value concepts and entrepreneurial spirit of the producer. For example, the century-old store Tongrentang reflects the corporate belief of "cultivating benevolence and benefiting the world and maintaining health"; Procter & Gamble reflects the business philosophy of "always change, always make new, perfect" the business philosophy of continuous innovation, continuous pioneering and enterprising, and continuous pursuit of excellence. .
Second, the brand contains advanced science and technology. A brand embodies the complex labor of original design, development and production of direct producers, and also embodies a large number of scientific and technological achievements created by mankind. Take DuPont as an example. It has been more than 200 years since DuPont was founded. It first started with the production of black powder and has developed into a multinational company with more than 2,000 products, an annual turnover of about 44 billion U.S. dollars, and a market value of nearly 60 billion U.S. dollars. DuPont is known as the "world's largest chemical industry empire". Many of the company's technological innovations (such as the invention of synthetic rubber, urea, ethylene, nylon, Liang, new plastic products, etc.) are of great significance in the industry.
Third, brands usually reflect the national spirit, national emotions, national customs and religious beliefs. For example, Sichuan Changhong has put up the banner of serving the country with industry and revitalizing national industry as its own responsibility, which shows the national spirit and national emotions. Some brands clearly bear the imprint of national style and religious beliefs in their appearance, packaging and trademarks.
Fourth, brands can reflect certain aesthetic values ??and tastes. For example, Pierre Cardin and Yue Sai Cosmetics, their product innovation also heralds an aesthetic trend and represents a kind of popularity and fashion. Therefore, it can be said that brands are also the carrier of aesthetics.
The cultural added value in the brand is not a specific use value, it is just a value that meets people's spiritual needs. Mercedes-Benz is recognized as a high-end car and a symbol of reputation and status. Even in wealthy countries, Driving a Mercedes-Benz car also makes people look at it differently. This is a lofty state that the brand strategy hopes to achieve. If the added value of brand culture of some century-old stores is unconsciously given in the long-term production and operation, then in today's increasingly fierce competition among enterprises, producers should intentionally apply the added value of brand culture to brand management. .
Brands can keep an enterprise's vitality strong
Brands that have been honed for hundreds of years have extremely high visibility and reputation, so their market share is also extremely high. Enable enterprises to maintain sustained prosperity.
The good visibility and reputation of a century-old brand is most fundamentally due to the quality, service and added value of the brand itself. It is the hard work of the company after several generations of long-term exploration, continuous innovation and improvement. The crystallization of products is a high-quality product that stands out from the market and is trusted by consumers based on the law of survival of the fittest. Under the conditions of small production economy, "good wine is not afraid of deep alleys". Consumers' feelings about the product and the resulting "word-of-mouth" are enough to make the product famous in a certain area and generate strong appeal. However, under the conditions of market economy, the market is vast, the products are rich and colorful, and the mass media are very developed. It is not enough for a good brand to rely on word of mouth alone. It needs the help of mass media to build momentum in order to gain a good reputation in a short period of time. Yuanyang has been recognized by consumers. Take Unilever, a century-old store, as an example.
Unilever was founded in 1894 and is headquartered in London, England and Rotterdam, the Netherlands. They are called Unilever PIC and Unilever NV respectively. The two actually operate as one, collectively known as United Lever Group. Since its founding, Unilever has been serving the daily needs of people around the world. Unilever's goal is to have its products, including food and home personal care products, chosen by consumers in every corner of the world every day. The mission of all Unilever organizations around the world is to win the trust of consumers, anticipate their expectations, meet their needs, and use professional technology and brand management experience that combines internationalization and localization to provide high-quality services to the company's consumers. Quality service. As early as the 1930s and 1940s of the last century, Unilever made considerable investment in advertising and publicity in order to better consolidate and develop the market. For example, the Lux brand, which is still evergreen, chose the famous film and television actress Hu Die as its brand spokesperson. Hu Die was the movie queen at that time and was quite well-known. She was almost the most popular among female stars. She was able to advertise Lux soap, and she could also see from one aspect the great influence of the Lux brand at that time.
The popularity and reputation of a product can be unified or separated. When both the popularity and reputation reach an extremely high level, it becomes the highest ideal state pursued by the brand. When popularity and reputation reach this ideal state, customers will inevitably have a higher sense of loyalty and trust in the brand. The reputation of many companies' brands has spread all over the world, and they are familiar and respected by consumers around the world. At the same time, they have created a large number of loyal customers. The lasting charm of these famous brands transcends race, language, and belief, influencing consumer fashion and market trends. , has gradually become an enduring century-old brand, and the company has naturally become an everlasting century-old store.
When a brand has popularity and reputation, it will inevitably bring a huge market share to its products. In today's world economic integration situation, the world has become a "global village", and the markets are closely connected. Once a product, a trademark, or a company gains popularity and reputation, its market radius will expand rapidly and its market share will increase. If it rises rapidly, huge profits will come rolling in. According to statistics from the United Nations Industrial Program, there are more than 80,000 various brand products in the world, covering 98% of the international market, and each brand's market share is generally as high as more than 30%. More than 90% of these brands are owned by industrially developed countries and newly industrialized countries and regions. Our country lacks such influential famous brands. The annual profits of world-class famous brands can be calculated in hundreds of millions or billions of dollars, and the annual profits of my country's national-level famous brands can reach hundreds of millions or even billions of yuan. The huge economic benefits brought by famous brands are not only economies of scale, winning by quantity, but also differential benefits, that is, benefits formed by the cultural added value of famous brands. Both of these benefits can keep the company where the brand belongs to strong vitality. .