Today, the cabinet industry has gradually transformed from product competition to brand competition. Many cabinet companies have begun to pay attention to the brand's "intangible assets" and include brand building in their long-term plans. This is undoubtedly an improvement for the overall cabinet industry.
However, in the process of brand building, many cabinet companies are often easy to go into misunderstandings, which leads to half the effort. In fact, no business owner would say that he does not value brand building, but few of them really value and act. The reason why cabinet companies have entered the misunderstanding is that the understanding of the brand is not comprehensive enough.
Brand promotion and sales interests
The sales staff of the cabinet company 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 the cabinet enterprise, the salesperson believes that the promotion of investment, it is necessary to increase the cost of sales, it will affect their income, and therefore 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 is not equal to big advertisement
Many cabinet 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 cabinet industry, brand, sales, and production are the “three troikas†for the development of cabinet enterprises, 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 the cabinet enterprises, 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 is not equal to 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. 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.
In order to achieve long-term development, cabinet companies must establish their own brands and turn them into competitive competitive brands. Brand building is the sword of enterprise competition, implementing brand strategy, realizing from economic power to brand power, from brand power. To the two transformations of economic power, and constantly improve the core competitiveness of cabinet enterprises, the brand road of cabinet enterprises can go further and go faster.
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