Three major brands misunderstand the development of sanitary ware enterprises

In the past few years, Chinese sanitary ware enterprises have been keen on the establishment and creation of brands. Therefore, “China Famous Brand Products”, “Exempt Inspection Products” and “China Famous Brands” have become the pursuit goals of sanitary ware enterprises. It seems that these titles are famous brands. Or brand. However, after the “Sanlu Milk Powder” incident, many companies lost confidence in building brands and no longer paid attention to building brands.

By the end of the year, when the corporate marketing planning department formulated the next year's brand marketing plan, it felt a lot of resistance. Now business owners are hanging on the brand. Popular words such as “brand positioning”, “brand planning” and “brand strategy” can be found everywhere in various training materials, marketing programs, and corporate development planning reports. Company executives often refer to these popular words to indicate that they are not out of date. For foreign brands, everyone will not be unfamiliar, who will casually say the names of brands such as KFC, McDonald's, Procter & Gamble, Nike, etc. Domestically, there are also beautiful, Haier, Galanz and other well-known brands.

These brands all have one thing in common: in addition to fast-moving consumer goods, they have been operating in the brand market for many years; there is a complete brand management module; brand building has also been integrated into the corporate culture construction; the brand has been fully managed, from Brand positioning, profit model, channel strategy to marketing promotion, brand management, all have staged strategic positioning and implementation specifications. In the domestic building materials industry, there are few well-known brands like this. However, in foreign countries, there are not many well-known brands, including Vicat, Noto, Rocky, Aruk, and Power. In fact, no business owner would say that he does not value brand building, but few of them really value and act. Many companies often enter the brand misunderstanding because they don't know enough about the brand.

One of the brand misunderstandings: the brand is advertising

Many building materials business owners understand the role of the brand in this way. They often think that enterprises should open their popularity, build brands, improve brand reputation, and position themselves in the industry. Just invest money to advertise. Now that the number of media has increased a lot, the price has also risen, which means that the advertising effect is diluted. Enterprises only have to set brand planning on advertising investment, and the limitations are too small. Public relations promotion, event speculation, participation in industry association activities, media relations maintenance, etc., must increase investment, which is also the focus of brand development. In the building materials industry, brand, sales, and production are the “three troikas” for enterprise development, and the business owner is the commander. In most cases, the boss's focus is on sales or production: sales go up to production; production goes up to sales. Only when sales are not going to think of branding. The facts show that: first-class companies do brands; second-rate companies do products. In building materials companies, most of the companies are doing products. The development of the brand of the enterprise must be paid attention to in order to develop.

Brand Misunderstanding 2: Brand is an excuse for poor sales performance

The sales staff of the building materials enterprise believes that if the company's brand is well done and its popularity is high, there will be such honorary certification. In the process of market sales, companies are not as good as their own brands, so many projects are taken away by their opponents. Of course, the ability of the opponent to take away the project is also based on their own abilities. Many companies have a negative attitude in brand promotion, and believe that brand promotion may not necessarily exceed the opponent in sales.

In building materials enterprises, sales people think that to increase the cost of sales, it will increase the cost of sales, which will affect their income, so they often reduce the cost of publicity. In the eyes of employees, branding is the company's business, the boss's business, and the best excuse for not selling sales. From the level of sales expenditure of enterprises, it is unrealistic for sales personnel to spend the cost of corporate branding from their own interests. Sales people will not really cherish the corporate brand, but will only strive for short-term benefits.

Brand Misunderstanding 3: Brand = Honor

Nowadays, various types of certifications, honorary titles, etc., selected by government functional departments, industry associations and industry media at all levels seem to have a great influence. Some standard assessment thresholds are still high, such as well-known trademarks, national laboratories, and special product certifications. It is undeniable that all kinds of certifications and honors are issued by leading companies in the industry, such as the "Top Ten". Among the thousands of enterprises in building materials, there are only 10 companies that can obtain the title of “Top Ten”. If companies regard these honors as an improvement of the brand, it is one-sided. Nowadays, the government's credibility has dropped to a very low level. If consumers want to find credible products in the market, they will still have the honorary title. When I originally had the title of "China Famous Brand Product", the author often told my friends around me that when purchasing goods, I first chose the title of "China Famous Brand Product" and then chose among them. After all, the title was in the industry. Large enterprises have strength and certain guarantees. Brand is the product of market economy and needs to be established after years of market cultivation. The most important part of building a brand is planning, like Coca-Cola, Nike, etc., all of which have been planned and packaged. Planning is not a matter of one or two ideas. The original idea can sell money, and now there are no buyers. In fact, planning is to integrate various resources to promote. In reality, the role of planning is often ignored by companies.

Therefore, bathroom companies should go out of the brand misunderstanding should start from the following aspects.

First, establish the brand positioning of the company

To build a brand is first of all to establish the brand positioning of the company's products for the personality of the product, and to make a long-term brand development framework, rather than only a short-term advertising plan each year. The author has learned that in recent years, companies with better and faster development in the sanitary industry have long-term corporate brand planning. All friends and other companies have long-term plans. They combine the market development of the company with the brand to make the company develop rapidly. However, some companies only focus on the market, ignoring the brand strategy, but from the first-line brand to the second-line brand. Therefore, it is not enough for enterprises to formulate brand strategies and establish their position in the industry. One-sided understanding and short-term promotion alone are not enough. Enterprises should develop a three- to five-year strategic plan on the premise of understanding the industry and its own development. The brand building and planning department of the company must improve its strategic position and pay for it, and conduct an assessment every year. In the market, a brand with high recognition is the real brand.

Second, develop brand planning for corporate publicity

Some bosses are willing to invest in the construction of the company's factory buildings (such as expansion of factory buildings, logistics, and even landscaping, etc.), which is not willing to invest in the product promotion of enterprises. Some business owners only make a few street signs next to some highways, even if they advertise. In short, advertising investment is rare. However, if the brand communication of sanitary enterprises is to achieve the integration of communication goals, brand slogans, communication methods, media combinations, etc., it is necessary to formulate brand communication plans. Costs including advertising ideas, slogans, advertising budgets, delivery media, placement areas, delivery mix, performance evaluation, etc. are not saved.

In short, the company's bigger and stronger is inseparable from the brand's development strategy. Many bosses know this truth, but at the end of the year they often "talk about money and hurt their feelings." At the end of the year, sanitary ware enterprises began to formulate brand plans for 2012. Then, how should the sanitary ware enterprises formulate effective brand planning? I believe that if the boss with the brand strategic vision will not let the planning department do the tricks, it will not "talk about money and hurt feelings."

Source: Jiuzheng Building Materials Network