How to realize brand competition strategy for enterprises

Hello! Regarding your question, I think the most important thing for enterprises to realize brand competition strategy now is to highlight the characteristics of corporate brand image differentiation!

In the context of global business war, the future competition of enterprises is ultimately the competition of brands. From a strategic point of view, corporate brand is the face of an enterprise, a promise and a credit guarantee. Therefore, shaping brand personality makes enterprise products have good identifiability, which is the requirement of brand differentiation and the most operational lever fulcrum. This is also an important reason why enterprises with increasingly similar competitive resources are striving to build their own brands and even strive to internationalize their brands. Because the brand itself is the personalized identification symbol of enterprises, goods (or services), this is to use the brand to create differences.

To build a brand with a long history, enterprises should look at brands from a strategic perspective, study whether enterprises should adopt a single brand, multi-brand or family brand, and make reasonable planning and management. Brand positioning includes image positioning, industry positioning, hierarchical positioning and many other aspects. For example, when you see the signs of Audi, BMW and Mercedes-Benz, you will know that it is a luxury car, which is easy to distinguish from ordinary household and business cars. In the process of brand building, brand personality is an important part. Brand personality includes brand core and brand image, while brand core includes brand concept, brand proposition, brand purpose and brand value, which is a main thread and clue of brand management and guides the daily brand building of enterprises. In the health care industry, some enterprises have adopted the strategy of corporate brand invisibility. For example, although Yang Sen of Xi 'an did not shout out "Yang Sen" in the advertisement, he avoided the brand of "sitting together". Some enterprises adopt the strategy of brand appearance, such as Yindefai, Ginkgo biloba, bovine colostrum and Neptune Golden Bottle introduced by Neptune Pharmaceutical. Generally speaking, the shaping of brand image includes the following aspects: first, the brand visual system, that is, visual image, mainly includes basic elements and application elements; The second is the social image, that is, the image of the brand in the hearts of various social forces. Vivid, distinctive and easily recognizable brand image design and good social public welfare image can make the brand more affinity; The third is the differentiation of brand reputation. Brand reputation is closely related to brand culture. Brands gain better business reputation and professional certification than competitors, thus gaining goodwill differentiation. In fact, in the process of brand deposition (or brand accumulation), goodwill (including honor, integrity, etc. ) is an important part; The fourth is the shaping of brand culture. It has been adopted by many enterprises to add more cultural elements to the brand and carry out cultural marketing in line with the brand personality. For example, Huang Ming Solar Group is a typical example of cultural marketing, making its brand a household name. In addition, when enterprises implement image differentiation, they should pay attention to adopting different strategies for competitors' image strategies and consumers' minds. If enterprises skillfully implement the strategy of image differentiation, they will get unexpected results. For example, in order to show the company's image differentiation, Nongfu Spring launched a "penny" campaign to support Beijing's Olympic bid in 200 1, and launched the "Sunshine Project" to support basic physical education in poor areas in 2002. Nongfu Spring has achieved excellent social benefits, enhanced brand value and achieved image differentiation through such public welfare activities. Similarly, in order to highlight its natural image, Nongfu Spring printed a scenic photo of Qiandao Lake on the label of the red bottle, which invisibly showed its pure characteristics from Qiandao Lake. In just a few years of growth, these differentiation strategies and tactics have played a very key role in the status of Nongfu Spring today. In addition, Midea Group broke through the price blockade of Galanz, successfully entered the microwave oven market, and adopted the strategy of image differentiation. Midea makes full use of its good image in the public, adopts strategies such as sub-brands and animal spokespersons, and successfully extends the "Midea" brand to microwave oven products. It can be seen that the implementation of differentiation strategy is undoubtedly a sharp weapon for enterprises to distinguish competitors and occupy consumers' psychology, so as to gain competitive advantage.

I hope I can help you.