The so-called brand strategy means that enterprises create a good brand image in the market, enhance product visibility, and use visibility to open up the market, attract customers, expand market share, obtain generous profit returns, and cultivate loyal brand consumers. A strategic choice. Brand strategy is the core of modern corporate marketing. From the perspective of the function of brand strategy, a brand is not only a symbol of a product, but also a comprehensive reflection of the product's quality, performance, and reliability in meeting consumer utility. It condenses the enterprise's scientific management, market reputation, and spiritual and cultural connotation of pursuing perfection, and determines and affects the product market structure and service positioning. Therefore, it is the basic function of brand strategy to exert the brand's market influence, bring confidence to consumers, and provide consumers with material and spiritual enjoyment. Practice has proved that good brands can often give people a special impression and command higher prices for the same quality. Some companies with good brands can even manufacture products counter-cyclically and counter-seasonally in different countries, thus smoothing the flow of costs and benefits. Under the background of economic globalization, international competition is increasingly characterized by brand competition. The vast majority of modern multinational companies are world-renowned brand companies, with special emphasis on the application of brand strategy. Through the all-round output form of brand, multinational companies have gradually Having occupied the international market, it is no exaggeration to say that today, brands have become a sharp weapon for multinational companies to achieve their global strategic goals and an important means to achieve capital expansion. Once the brand strategy emerged, it has been valued by companies and enterprises around the world, and its implementation in the global industry has general significance: (1) Promoting product sales. Brand is the core content of the product, and the brand effect is beyond the reach of other marketing methods. , in the markets of developed countries, brand identification has replaced product identification and has become the only factor in market selection. (2) Supervise and ensure product value. Brand is a collective concept, which includes product quality, image, technology, function, utility and many other contents. Creating a brand product that is widely welcomed by consumers requires accumulated efforts and long-term quality and value assurance. (3) Current benefits of economies of scale: Brand growth has driven up prices of enterprise products and increased demand, which is conducive to enterprises expanding reproduction and increasing returns from economies of scale. (4) Ensure the continuous growth and sustainable development of enterprises. Many multinational companies believe that the value of successful brands lies not only in their ability to ensure future income and increase customer demand for the company's products, but also in their ability to support enterprises in times of crisis and ensure their sustainability. Continuous development. In 1999, when Eric Kim became the executive president of global marketing of Samsung Electronics, the company set a clear strategy: to build this local Korean brand into a world brand within five years, with Japan's Sony as the benchmark. But Eric Kim knew very well that compared with Sony at that time, Samsung could not compete with Sony in terms of revenue, profits, product quality and reputation. Samsung's brand strategy clearly points out: not only to make Samsung a well-known brand, but also to make the product brand synonymous with innovation and high quality. In order to implement this brand strategy, Samsung headquarters allocated a marketing budget of 1 billion US dollars to Eric?6?1 gold. At first glance, this amount of money seems to be quite large. However, after careful calculation, Eric King and his marketing team have planned to cover 476 products in 14 categories in the markets of more than 200 countries. How to scientifically integrate marketing resources and market resources is a very complicated matter. Under the circumstances, Eric King and his team had no choice but to do their best to implement this strategy. Later facts proved that strategy is the key to an enterprise's success. If the strategy is correct and the goals are accurate, the greater the execution intensity, the faster the company will develop and the greater the chance of profit.
(1) Strong positioning Fiyta was founded in the early 1980s. Under the conditions at that time, the group made accurate predictions about future consumption hot spots: with the development of the economy, watch functions will not be limited to timekeeping tools. It will also become a symbol of status and a symbol of social status. Therefore, the company paid great attention to brand positioning at the beginning of its business-to make China's mid-to-high-end watches, serving white-collar workers and early successful people. The meaning of "FIYTA" is "fly out of Asia and reach the world". To achieve this goal, we must have our own brand, so building our own brand has become the top priority of Fiyta's operation strategy. At that time, mechanical watches were the mainstream in the watch industry, and several old-brand products had long become one of the "big items" in people's lives. Foreign brands firmly controlled the consumption of high-end watches. Therefore, Fiyta took a unique approach and launched a quartz watch in China in accordance with the world trend. It successfully entered the market and bought out the time telling rights in the prime time period before CCTV's "News Network" for four consecutive years. Therefore, as soon as Fiyta appeared on the scene, it deeply imprinted the strong image of "Fiyta tells you the time" and "once you own it, there is nothing else to ask for" in the hearts of customers. (2) Consolidate the basic independent intellectual property rights of the brand. Without its own intellectual property rights, it will become an assembly plant for multinational companies, and brand casting will be out of the question. Fiyta attaches great importance to the development of independent intellectual property rights. Fiyta boldly uses space and aviation technology to continuously creatively launch its own combat styles. The 208 series developed by the group - European style, absorbs the essence of European culture and art, and is in line with the Chinese people's mentality that gold is precious. It has swept across China with its fashionable appearance and precious metal watch straps. In ten years, sales exceeded one million pieces, creating a legend in the Chinese watch industry. A price war is a fight to raise prices. Brand grade and price are interrelated. For various reasons, domestic brands often give people a cheap feeling. In particular, some brands that have grown up tend to use price-cutting weapons to capture territory after developing to a certain scale. This phenomenon has become a huge psychological bottleneck for the growth of high-quality brands. In order to break through this bottleneck, on New Year's Day of the new millennium, Fiyta auctioned the new limited edition "Millennium Light" in Beijing. The highest auction price reached 110,000 yuan, surpassing many foreign brands. This move not only pioneered the auction of domestic watches, but also brought brand association to the extreme. Whenever people mention Fiyta, they will be associated with successful people. This quartz watch combines 18K pure white gold with 50 South African diamonds that symbolize 5,000 years of Chinese civilization. It can be said to be a combination of Chinese and Western, which attracted the attention of peers around the world and catered to people's consumer psychology at that time. (3) Marketing for the brand - forming alliances with the powerful. An important reason why many century-old watch shops in Europe have been prosperous and are regarded as the top of the nobility is that they are deeply loved by royal families, nobles and dignitaries. Through bidding, Fiyta has become the country's concierge watch, and has been favored and collected by some heads of state and celebrities in the business world. The charismatic Russian President Vladimir Putin admires Fiyta's sophisticated sports styling very much. ——Choose your image carefully. Switzerland, which represents the kingdom of watches and clocks, has always been a place of pilgrimage for the world's watch industry. If a breakthrough can be made here, it will undoubtedly be a huge boost to Fiyta's status in the world's watch industry. Fiyta frequently participates in Swiss watch exhibitions to promote itself to peers and world-class dealers. On the other hand, the Chinese gymnastics team has been purposefully selected as its image representative, because challenging the limits and pursuing the ultimate goodness, beauty, and supremeness - the eternal pursuit of perfection are the basis of cooperation between the two parties. The Chinese gymnastics team has been holding international competitions in Switzerland for two consecutive years with good news, which has brought obvious benefits to Fiyta. Swiss counterparts and the world's watch industry have to show respect for this rookie with a history of only more than ten years. ——Bundled with famous brands in order to enhance the national brand, Fiyta pioneered its own chain store format - Henry Watch Center, which operates as a chain store across the country. This chain store sells watches from all over the world and is responsible for warranty and maintenance matters. Its manufacturers station their own representatives in chain stores, and each famous watch has its own counter, and the decoration and services of each counter have their own characteristics. Fiyta, as the only representative of the Chinese watch industry, is also among them. Through this model, not only can we learn the sales methods, business operations, service methods, and even decoration techniques of foreign famous brands, but it also enhances Fiyta's status in the minds of customers in the most intuitive way. ——Learning and drawing on advanced foreign experience. The development of market economy is the basis for promoting brand creation and implementing brand operations. Therefore, most of the famous brands in the world today are distributed in countries and regions with developed market economies.
Among the 50 most valuable famous brands in the world selected every year by the American "Financial World", the United States monopolizes more than half. Among the 50 world-famous trademarks selected every year by the British company Interbrand, 31 are from the United States. Why does the above phenomenon occur? The reasons are: first, these countries have strong scientific and technological innovation capabilities (including research capabilities, product development capabilities, practical technology transformation and application capabilities, etc.). When these capabilities are condensed and accumulated on their brands (or their products), the brand It is bound to be able to maintain a high technological content. Transformed into an intrinsic factor of brand competitiveness; thirdly, these countries have large-scale and financially strong enterprises (group companies). These large companies not only have their own R&D centers, they are able to continuously innovate and develop new products to sustain their corporate brands. Inject new vitality and have a complete set of corporate organizational systems and scientific systems to maintain the strong vitality of the brand and become the cradle of cultivating world brands. Many famous brands in the world today basically come from the world's top companies, such as General Motors, Toyota, IBM, Microsoft, Intel, Marlboro, Hitachi, Mercedes-Benz, Panasonic, Siemens, Nokia, Samsung, Sony, Nestlé, Honda, and Philips , BMW, Coca-Cola, Kodak, etc. Fourth, the governments of these countries have provided strong support for companies to implement brand operations and create brands, such as formulating and improving legal systems, improving legal systems, and creating an orderly competitive environment, which have become important reasons for promoting brand growth. Of course, even global brands are always facing threats from competitors and are always in danger of being driven out. In the ever-changing world economic arena, it is not easy for companies to maintain their brand's long-term sustainable competitiveness and strong position.