All industries are now increasingly competitive. Competitors are gradually increasing, and competition methods are more advanced. When the market experiences a single product competition, quality competition, price competition, advertising competition , etc., brand competition is imperative, and the market, enterprises, and consumers have a strong demand for brands. , brand competitiveness has gradually become the core competitiveness of enterprises.
Brand competitiveness is the deep-seated reason why brands have greater market influence, higher market share, higher added value, and longer product and user life cycles than similar product brands. It is the unique ability of a company's brand to differentiate and be ahead of other competitors. It can display the inherent quality, technology, performance and perfect service of the brand in the market competition, and cause consumers' brand associations to promote their purchase behavior.
2. Find the core competitiveness of the brand at different stages of brand development
Companies that can survive must have certain competitiveness, because the market is a war without gunpowder smoke. The battlefield is like a killing field. So how do you know what the core competitiveness of a company is?
In fact, before answering this question, one thing needs to be clear, that is, there are many stages of brand development, and each stage needs the core competitiveness of the brand that plays the biggest role in the development of the enterprise, and even different industries are in different stages of development. Different brand core competitiveness: For example, e-cigarettes are still in the early stage of the industry. Due to various regulatory restrictions, whoever occupies the limited channel resources first will win.
Therefore, the electronic cigarette industry is now the king of channels. RELX has become the first brand of electronic cigarettes by virtue of its early online sales monopoly and later offline channel expansion.
Therefore, at this stage of the industry, the channel is the core competitiveness of the e-cigarette brand. Whoever can quickly occupy the channel can expand the market share and form a brand recognition such as RELX = the first e-cigarette brand in the minds of users. Know, establish a firm brand moat, let other brands catch up.
At this time, it is necessary to do sales simply and rudely. At this time, it is not very useful to talk about emotional marketing and content marketing for the core competitiveness of the brand.
The headphone industry is now an industry with many brands and very mature channels. When users choose headphones, they are more likely to choose reliable brands, such as beats, bose, etc. At this stage of the industry, brand marketing is the combination of product and effect. While doing branding and enhancing brand awareness, it also expands the number of users and market share. At this time, brand influence is the core competitiveness of the brand.
TWS true wireless earphones are new products in earphones, and the penetration rate is not very high. At this time, if a certain earphone company can realize the innovation of new products and lead the trend, it can lead the competition. Therefore, for such new demands, category innovation is the core competitiveness of the brand.
For fast fashion brands, such as clothing, fast fashion, new designs and chasing the latest fashion can constantly arouse consumers' shopping desire, then the supply chain is the core competitiveness of fast fashion brands. At the same time, with the increase in the number of users, the activity of users and the repurchase rate determine the sales and profits of the brand, so users are also the core competitiveness.
Therefore, different industries have different core telemarketing list competitiveness, and different stages of the same industry also have different core competitiveness.
From the above, we know that supply chain, channels, category innovation, users, and brand influence can all be the core competitiveness of a brand. With the advent of the new retail era, the improvement of user experience, and the interaction of online and offline mobile terminals and other multi-channels and users, the core competitiveness of a brand is no longer an isolated factor, but needs to find a sustainable linkage . The most efficient of all of these factors, strongly drives the brand.
3. Four systems that can most efficiently and continuously link all departments of the enterprise
1. Find the core value of the brand
First find the core values of the brand, which is not easy. For example, I often see self-righteous, self-righteous positioning .
Before Feihe Milk Powder's current positioning as "milk powder more suitable for Chinese babies' constitution", it has always emphasized the product's functional positioning and listed many advantages, but it has not succeeded in letting the unique value of the brand enter the minds of consumers. Foreign milk powder brands ha