Implementing brand strategy is the only way for enterprises to achieve sustainable development

Introduction: After my country joins the WTO, enterprises face severe competitive reality and should use brand strategy as a breakthrough to win this battle. A war. Chinese enterprises should establish their own brands, which is the only way for their future development. It is precisely because brands can bring huge profit margins to enterprises and also enhance their core competitiveness. Therefore, we must understand the definition of brand and its role in corporate development.

1. Well-known brands are excellent corporate cultures

Brands are born on the basis of corporate culture. It is specifically reflected in the marketing function of corporate culture. The construction of corporate culture should have its own characteristics, so as to create a well-known brand.

The current rise of corporate culture construction conforms to the development of the times. In the construction of corporate culture, more attention should be paid to the economic benefits of the company, and brands can bring huge economic benefits to the company.

2. Well-known brands are excellent concepts

Behind well-known brands often contain excellent concepts. The brand's creativity and design must have corporate characteristics. Comprehensively embody the connotation of corporate culture in material, spiritual and institutional aspects. Good creativity can leave a deep impression on consumers' minds and guide their consumption orientation. Beigang Group should establish a systematic and professional brand strategy based on the integration of the development ideas of the six major sectors and the specific conditions of the enterprise.

3. A well-known brand is an excellent team

The implementation of brand strategy cannot be separated from the support of an efficient and excellent team. You should build an excellent team from the following aspects.

1. Establish correct ideological values ??and thoroughly instill marketing concepts into the minds of corporate employees.

2. The concept of innovation must be established and employees must update their ideas at any time.

3. Establish a long-term planning blueprint and establish corporate development goals.

4. Establish a detailed implementation plan and do the current work according to the planning requirements.

5. Be a learning enterprise, constantly learn and absorb advanced management and technology, so that the enterprise can face competition calmly.

After our country’s government joined the WTO, our country’s enterprises have torn down three walls: tearing down the wall between the domestic market and the international market, so that operations that were only in the domestic market in the past can now be operated in the international market; Remove the walls between Chinese companies and foreign companies, as well as the walls between Chinese companies and companies, to make corporate competition international and open; tear down the walls between various functional departments of the company and between employees, so that departments and departments, and employees The relationship with employees has transformed into a market relationship.

In today's surging wave of globalization, brands have become a powerful weapon for multinational monopoly giants to break into the international market. Today, after joining the WTO, foreign brands flooding the domestic market pose a competitive threat to China's national industries, no less than the powerful ships and artillery of the great powers that cruised along China's coast 200 years ago. The general management system of our country's enterprises, especially the management system related to foreign affairs, must be in line with international standards. The gap in production technology between enterprises in the same industry will gradually narrow. The strength of an enterprise's competitiveness is mainly determined by the guidance of different concepts. Different corporate purposes, business strategies, etc., which are corporate cultures that are often mentioned among international companies, and the conceptualization of management have become prominent. As a future enterprise development, if we want to win this war, then our enterprise We should seize the commanding heights of the brand. Brand strategy, culture, system and other related concepts should be deeply rooted in the minds of our business operators and put into practice.

Based on the domestic and international market development trends and orientations as well as Beigang Group’s “Eleventh Five-Year Plan” development plan, we scientifically and rigorously analyzed the market conditions and future development prospects of our enterprise. How can Beigang Group highlight domestic And the siege of the international market? We can make a clear conclusion that the rough-processing, simple labor-intensive industrial structure in the past is no longer suitable for the competitive conditions of the information age. If the company's products do not have popularity and high added value, then there will be no development for the company. There is not much room for competition and development among enterprises.

In the emerging scientific and technological information age, by integrating high-tech content and scientific management into excellent products, by establishing their own brands, implementing brand strategies, and carrying out a series of corporate marketing and cultural activities, enterprises can gain continuous power for development and obtain sufficient development space and seize more market share. The correct choice to solve whether Beigang Group can achieve sustainable and leap-forward development and actively respond to international market competition is brand strategy.

So what is a brand? How should a brand be defined? What kind of definition can be simple, accurate, reflect both connotation and extension? In the dictionary of international business management, brand is explained like this: "a name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.". That is: "A name, logo or symbol that can be used to define the product or service of the sales entity to distinguish it from the products or services of the competitor." The logo or symbol mentioned here simply summarizes part of the brand, but An explanation based on these aspects alone is incomplete. The general summary of brand is: a brand is a collection of perceptions and understandings in the minds of consumers. To sum it up in scientific and systematic language: Brand (trademark) is a special mark made by an enterprise to distinguish its products from those of other enterprises. It is the most obvious external manifestation of the corporate image characteristics. Brand not only best reflects corporate culture and significant corporate interests, it is also one of the important links that maintains the interests of corporate employees.

Well-known brands are not only the intangible assets of enterprises, but also the spiritual wealth of society. The humanistic meaning contained in the brand plays a subtle role in the public's ideology, lifestyle, social concepts, cultural customs, etc. A good brand image is an important factor for an enterprise to occupy a favorable position in the complex and ever-changing market competition. The reason why a successful brand endures is because its good image remains in the minds of consumers. A firm position is established in the mind, even if the product has been improved or replaced. The meaning of a brand is broader than the product itself. As long as it is adjusted and enriched in a timely manner following the progress of social culture and changes in public consumption concepts, the intrinsic humanistic meaning of the brand and the external image can be continuously improved. Its material value and spiritual value will continue to increase. Famous brands are not only intangible assets of enterprises, which can bring direct and long-term economic benefits to enterprises, but also valuable spiritual and cultural wealth of society, which have an important impact on the ideology and life concepts of the public. A boss of Coca-Cola Company once said: "Even if the factory burns down overnight, as long as the brand is still there, I can resume production immediately." In 2002, according to the newly published American "Business Weekly", this year's top 100 global brands Ranking, Coca-Cola topped the list with a brand value of US$69.64 billion. This means that even if the Coca-Cola Company ceases production immediately, the income from selling this brand alone will be equivalent to the total annual GDP of a small country. Its brand value is evident from this.

As the intangible capital of an enterprise, brand capital combines comprehensive factors such as brand loyalty, popularity, quality awareness, and brand association. It is a long-term investment. It not only represents the quality, reputation and image of an enterprise, but also is a powerful reflection of the quality of a nation and the image of a country. So how do companies build their own brands and how do they implement their brand strategies? How can companies gain huge profits through the implementation of brand strategy? This is a systematic and arduous project for business operators. Generally speaking, the brand of an enterprise should be rooted within the enterprise and grow, develop and strengthen within the enterprise. The development of the enterprise determines the survival of the brand. The existence and popularity of the brand continue to increase, driving the development of the enterprise. There is a relationship of mutual survival, mutual development and mutual promotion between the two. I think companies can focus on the following aspects: through corporate culture construction, brand concept creativity, and building excellent teams to implement brand strategies