Shaping the differentiation of brand culture - "My marketing... I am fine...
At present, the degree of homogenization of products in the lighting industry is relatively high, which makes the traditional consumption concept of “equal price and value†challenged by reality. When the purchasing power is the same, the lighting products that meet the requirements of the market are often more than one kind. The traditional consumption concept makes them fall into a dilemma. Brand culture gives product strength How do our customers make their choices? We believe that in addition to the recognition of product quality and value, customers also have a power that is affecting their choices. This is the brand culture. Once the culture and values ​​of the brand culture and the customer's inner identity resonate, this power is very powerful. Because it is another added value of the product given by the brand in addition to the service. It is this intangible added value that affects the customer's choice of homogenized products! Hong Ziang, male, Anhui, MBA from Columbia University, is currently the general manager of Zhongshan Pinshang Lighting Co., Ltd. At the beginning of 1999, he entered NVC and served as regional manager, office director, marketing director and development director. He led the team to establish the first store of NVC Lighting, the NVC Shenyang store, and its sales performance increased year by year. . Founded in early 2004, Zhongshan Pinshang Lighting Co., Ltd., in just over two years, has become one of the most powerful competitors in NVC lighting in commercial lighting. The annual sales of lighting on the product rose from tens of millions in 2004 to nearly 100 million in 2005, with a growth rate of more than 100%. The product is the brand culture carrier. At the beginning of the lighting, it pays great attention to the cultivation of brand connotation and forms a differentiated corporate culture. The carrier of corporate brand culture is the product. At the same time of launching popular products, Pinshang Lighting seeks breakthroughs and gradually develops new products in these segments by focusing on specialized market segments, such as lighting in the field of clothing. Widely used electronic metal halide lamps. In this way, the lighting on the product has established a professional image in many fields and found the blue ocean of the market segment. Brand is a combination of quality and culture A successful brand should be an organic combination of quality and culture. Several successful lighting companies in China have attached great importance to the construction of brand culture, and strive to increase investment in culture in product design, brand planning, product production, sales, service and advertising. As a new industry leader, the company has made long-term plans from the company's logo, the image of the store, various types of advertising and channels, and adhered to the implementation, so that the brand image has been unified for a long time, and the visual differentiation has been formed for a long time. In the heart of the customer, brand associations are generated, so that when customers choose lamps, they will make decisions based on their brand impressions. Differentiating a competitive brand is a powerful means of market competition, but it is also a cultural phenomenon. Creating a brand is a process of exquisite and full cultural display; in the process of brand building, culture plays a role of cohesion and catalysis, which makes the brand more connotative; the cultural connotation of the brand is to enhance the added value of the brand and the competitiveness of the product. Power source. Excellent brands have a good cultural heritage. Customers who purchase lighting products not only choose the lighting efficacy and quality of the lamps, but also choose the cultural taste of the brand. When building a brand, the product is differentiated and promoted with the core content of “Responsible for Lightâ€, effectively establishing the corporate image of shareholders, employees and society, and then forming the same target with the target customers. Social values ​​resonate, making the product competitive in the market. (Text / "Top Ten Marketers" Candidates for the Selection of Hong Zi Ang)
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